I will touch on two business models in particular, recognizing that as these business models are tested, it is likely that some will prove more successful than others, and that some may adapt in ways that will cause us to revise our segmentation of online alternative lending.
8 First, online balance sheet lenders generally use their own  7  Examples of such studies include Petersen and Rajan (1994), Berger and Udell (1995), Cole (1998), Berger and others (2005), and Cole and others (2004).