IT Enabled BB MarketsCourtesy of Professor Ravi Aron,：它使教授Ravi Aron商对商marketscourtesy，.pptVIP

Supplier Run Auction Markets Objective: Set up a bidding war between buyers. Factors that determine outcome Supply Risks faced by buyers Extent of buyer fragmentation Asset specificity and extent of customization required Presence of Reverse Aggregators Supplier Run Auction Markets MRO Goods Manufacturing Inputs Spot Sourcing Buyers are very strong. Presence of Spot Markets can weaken seller’s pricing power. Suppliers will prefer to set up ascending auctions / first price sealed bid auction. Buyers’ supply Risks may determine extent of seller gains. Descending Bid Auctions. Systematic Outsourcing Suppliers’ pricing power increases with extent of customization. Suppliers will attempt to erect entry barriers for other suppliers. Production capacity constraints may be the chief reason for auctions. Large, monopolistic suppliers will gain disproportionate revenue. Suppliers’ gain increases with increase in product complexity and specificity. Buyer focus will be on mitigating supply risks. Descending bid / First Price Sealed Bid auctions for long term contracts – or multi-tier auctions. A Summary of Auctions in B2B Markets MRO Goods Manufacturing Inputs Spot Sourcing Buyers are relatively strongest. Reverse Auctions – Sealed Bid favor buyers. Limits to the effectiveness of Forward Aggregators. Buyers stand to gain more than suppliers. Buyers ? Reverse Auctions Suppliers ? Descending Bid Auctions / Multi-tier English Auctions. Extent of supply volatility may determine buyer / seller gains. Systematic Outsourcing Suppliers’ pricing power increases with extent of customization. Sealed bid reverse auctions for longer term contracts favors buyers. Opportunity for Forward Aggregators. Suppliers’ pricing power is greatest. Descending Bid auctions. Product Specificity and Customization determine seller gains. Opportunity for Reverse Aggregators. IT - Enabled B2B MarketsCourtesy of Professor Ravi Aron, Wharton B2B – Markets Aggr