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Designing B2B Markets - Abstract


Ernan Haruvy (, University of Texas at Dallas
Sandy Jap (, Emory University


The transaction, and facilitating the transaction, is the essence of B2B. In this chapter, we consider how organizations can facilitate two-sided market exchanges – i.e., exchanges in which buyers and sellers transact and exchange via auction mechanisms. Specifically, we will review the various types of auction mechanisms (both price based and buyer determined) and bidding behavior that have been used to facilitate exchange. We will compare and contrast the strengths and weaknesses of these various approaches. Moreover, we will identify future research opportunities and highlight the avenues for advancing our understanding of this significant aspect of the US and world economy.

    The Handbook of Business-to-Business Marketing

    This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

    As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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