Radically New Product Introduction Using On-line Auctions

Authors:
Xianjun Geng;Maxwell B. Stinchcombe;Andrew B. Whinston
Affiliations:
-;-;-
Venue:
International Journal of Electronic Commerce
Year:
2001

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Abstract

Rapid technological innovation and changing market expectations in electronic commerce are pushing companies to develop strategies for radically new products. Fast and unbiased new marketing research methods are needed to reduce the associated risks. A full-revelation mechanism is a crucial element of these new methods. It can be implemented with a two-round, second-price, sealed-bid auction. The process of marketing research is accelerated by conducting the auction on-line.