The Impact of Online Reverse Auction Design on Buyer - Supplier Relationships  

Oleh:

Jap, Sandy D.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 1 (Jan. 2007), page 146-159.
Topik: relationships; online reverse; auction design; buyer; supplier; relationships

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

As the use of online reverse auctions in industrial - sourcing activities grows, buyers, and suppliers are increasingly concerned about these auctions' effects on their interorganizational performance (i. e. suspicions of opportunism, overall satisfaction, and future expectations). This research examines how the buyer's auction design (i. e. the numbe of bidders, the economic stakes, and price visibility) and the price dynamics over the course of the auction affect its relationship with suppliers. Analysis of 25 quasi experiments 125 supplier and $385 million in procurement contracts suggests that the larger the number of bidders, the larger the economic stakes, and the less visible the price in an auction, the more positive is the impact on the interorganizational relationship. For auctions in which the lowest bidder wins, there is a decrease inopportunism suspicions as the economic stakes of the auction increase, and there is an increase inopportunism suspicions in auctions with greater price visibility. Implications for the management of industrial procurement activities are considered.

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