A system and method to enable dynamic partner selection and subsequent order fulfillment by a service provider is presented. The system and method has an order entry device for obtaining an order, a service specification corresponding to the order, a flow execution engine, a partner selector mechanism, at least one partner, and at least one component obtained from the service specification, the component being broadcast from the partner selector mechanism to the partner, who responds to the broadcast, such that all of the partner responses are optimized by the partner selector mechanism for execution by said flow execution engine to fulfill the order.