مزایده های معکوس در بازاریابی صنعتی و خرید

Reverse auctions have been a popular topic over the past several years because they often result in tremendous savings for buyers and new markets for sellers. But they also carry risks. Three primary motivations, three potential disadvantages, and four conditions and related guidelines for success are reported here. If a reverse auction is to succeed, the product or service specifications must be clear and comprehensive, the purchase must be large enough to provide an incentive for the supplier to participate in the auction, the appropriate supply market conditions must exist, and the appropriate organizational infrastructure must be in place.

Auctions may be one of the world’s oldest commercial tools. Their use has been reported as early as 500 BC in Babylon, and several references are made in Roman history to auctioning everything from the spoils of war to royal furniture. Most historical references mention the English progressive auction that is derived from the Latin root auctus, “an increase.” But today the auction is different. E-commerce has matured and reverse electronic auctions have received as much as or more attention than any other electronic tool. Why? Many companies, including Quaker Oats, United Technologies, and SmithKlineBeecham, report millions of dollars of savings with reverse auctions compared to traditional industrial buying methods. And many consulting firms are hyping the advantages of reverse auctions for both buyers and sellers. As a result of all this attention, a survey conducted by Purchasing magazine (Porter 2000) found that 25 percent of the respondents expected to use reverse auctions in 2000, and that number is expected to rise during the next several years. Various estimates indicate that billions of dollars of industrial goods will be purchased in reverse auctions by 2004 as the tool becomes more commonly used. With this level of estimated use, no doubt more and more managers will be asking, “How and when should I be using reverse auctions to reduce my material and operating costs?”