Publication:
Buyers’ Strategic Behavior in B2B Multichannel Auction Markets: When an Online Posted Price Channel Is Incorporated into a Dutch Auction System

Simple item page
dc.contributor.authorTruong, Huong May
dc.contributor.authorGupta, Alok
dc.contributor.authorKetter, Wolfgang
dc.contributor.authorvan Heck, Eric
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2025-07-10T12:03:15Z
dc.date.available2025-07-10T12:03:15Z
dc.date.issued2022-11-15
dc.description.abstractFirms are increasingly adopting different sales channels to reach new potential buyers. Yet, extant research has mainly focused on business-to-customer (B2C) online and offline posted price channels. Business-to-business (B2B) multichannel and, especially, systems with multiple pricing mechanisms are largely underexplored. This paper investigates the strategic behaviors of B2B buyers in a unique system where an online posted price channel is incorporated into a Dutch auction market sequentially. We follow buyers’ purchasing paths and examine conditions under which B2B auction buyers will use the online posted price channel. We incorporate learning and experience and demonstrate how buyers’ behaviors evolve. We investigate an emerging group of buyers who use different price mechanisms and their surplus extraction activities. We further explore how the market flow changes when posted prices are incorporated. Our results, using an extensive data set from the world’s largest flower market, highlight the importance of quantity demand, product diversity, and experience in explaining the choice of the new posted price channel. We find a significantly higher average loss of surplus at the product level for multichannel buyers than for single channel buyers and a reduction in the number of small orders in the auction channel. Subsequently, theoretical and managerial implications for B2B multichannel markets and market design are discussed.
dc.description.fundingtypeThe authors thank the senior editor, Robert Day, associate editor, Xinxin Li, and three anonymous reviewers for valuable comments and suggestions throughout the review process. This research would not have been possible without the collaboration of Royal FloraHolland in the Artificial Intelligence in the Floriculture Chain (iFlow) project (2015–2020), sponsored by Topsector Horticulture and Starting Materials, one the nine top sectors of the Netherlands.
dc.description.peerreviewedyes
dc.description.sponsorshipTopsector Horticulture
dc.description.statusPublished
dc.formatapplication/pdf
dc.identifier.citationTruong, M., Gupta, A., Ketter, W., & van Heck, E. (2022). Buyers’ strategic behavior in B2B multichannel auction markets: When an online posted price channel is incorporated into a Dutch auction system. Information Systems Research, 33(4), 1344-1367.
dc.identifier.doihttps://doi.org/10.1287/isre.2022.1180
dc.identifier.issn1526-5536
dc.identifier.officialurlhttps://pubsonline.informs.org/doi/10.1287/isre.2022.1180
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3838
dc.issue.number4
dc.journal.titleInformation Systems Research
dc.language.isoen
dc.page.final1367
dc.page.initial1344
dc.page.total24
dc.publisherInstitute for Operations Research and Management Sciences
dc.relation.departmentInformation Systems & Technology
dc.relation.entityIE University
dc.relation.schoolIE Business School
dc.rightsAttribution 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/deed
dc.subject.keywordMultichannel market
dc.subject.keywordBuyers strategic behavior
dc.subject.keywordB2B trading
dc.subject.keywordDutch auctions
dc.titleBuyers’ Strategic Behavior in B2B Multichannel Auction Markets: When an Online Posted Price Channel Is Incorporated into a Dutch Auction System
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/acceptedVersion
dc.volume.number33
dspace.entity.typePublication
relation.isAuthorOfPublicationad23b976-18a4-473b-9c04-9bf136cbe3c4
relation.isAuthorOfPublication.latestForDiscoveryad23b976-18a4-473b-9c04-9bf136cbe3c4
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Buyers’ Strategic Behavior in B2B Multichannel Auction Markets When an Online Posted Price Channel is Incorporated into a Dutch Auction System..pdf
Size:
1.23 MB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
2.83 KB
Format:
Item-specific license agreed to upon submission
Description:
Download
Collections
Research Articles