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

By Luk Van Wassenhove
Published 01 Jan 2001
Reference 4939
Topic Operations
Industry Information Technology and Services
Region Europe
Length 4 page(s)
Inspection copy
6.00
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Summary

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

Related case to use with this case

Do I Hear 5 Million Euros? The Story of a Reverse Auction: Econia.com and Scotts (A)

By  Luk Van Wassenhove

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    About the author
    Van Wassenhove

    Luk Van Wassenhove

    Emeritus Professor of Technology and Operations Management

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