The Theory of the Lemon Markets in IS Research Jan Devos University College West Flanders Ghent University Association Graaf Karel de Goedelaan, 5 B-8500 Kortrijk, Belgium jan.devos@howest.be Hendrik Van Landeghem Industrial Management Ghent University Technologypark, 903 B-9052 Gent, Belgium hendrik.vanlandeghem@ugent.be Dirk Deschoolmeester Vlerick Leuven Gent Management School Ghent University Reep 1 B-9000 Gent, Belgium dirk.deschoolmeester@vlerick.be