Reverse auctions for relationship marketers |
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Authors: | Shawn P Daly [Author Vitae] Prithwiraj Nath [Author Vitae] |
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Institution: | a Graduate and Online Education, Tiffin University, 155 Miami St., Tiffin, OH 44883, USA b Xavier Labour Relations Institute, Circuit House Area (East), Jamshedpur-831 001, India |
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Abstract: | Reverse auctions in logistics and procurement have grown dramatically since the advent of widespread Internet usage in the late 1990s. A literature review indicates that scholars and practitioners are reaching a consensus around a trade-off between the value and benefits of gaining lower prices versus losing long-term relationships with suppliers. Yet at the same time, a quiet evolution has come about in the economics and management literature, opening the way for new, more relationship-friendly auction designs. Based on this new work, a series of guidelines and principles are developed which describe how managers may collect the economic pricing advantage of reverse auctions—yet retain the long-term benefits of relationship marketing. |
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Keywords: | Reverse auctions Relationship marketing Procurement |
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