Internet Auctions: Advice and Assistance
The internet presents opportunities and pitfalls
for producers of a huge variety of products and services. Sorting out
these opportunities and pitfalls is complex, requiring attentionto detail,
yet persistent focus on the big picture. A firm fails to anticipate its
rivals' decisions and reactions at its peril. Indeed, thinking through
the logical future moves of one's rivals is often critical to distinguishing
a profitable opportunity from a pitfall.
In surprisingly common circumstances, marketing
products via internet auctions will not be a source of significant increased
profitability. Yet a more detailed understanding of rivalry in marketing
may imply that failing to adopt internet auction selling, or improperly
designing the auctions, may have even more dire consequences for the firm's
future profitability.
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