Do I Hear 5 Million Euros? The Story of a Reverse Auction: and Scotts (B)

Published 01 Jan 2001
Reference 4939
Topic Operations
Region Europe
Length 4 page(s)

The B-case describes the second auction and illustrates how the company has learned from its mistakes, even though new mistakes are made and much remains to be improved.

Teaching objectives

• Internet auctions and their usefulness in B2B purchasing • How to learn quickly from a few experiences • How the Internet is changing the purchasing function in companies • Change management and especially resistance to change from the buyers