Reverse auctions for relationship marketers

Shawn P. Daly*, Prithwiraj Nath

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

51 Citations (Scopus)


Reverse auctions in logistics and procurement have grown dramatically since the advent of widespread Internet usage in the late 1990s. A literature review indicates that scholars and practitioners are reaching a consensus around a trade-off between the value and benefits of gaining lower prices versus losing long-term relationships with suppliers. Yet at the same time, a quiet evolution has come about in the economics and management literature, opening the way for new, more relationship-friendly auction designs. Based on this new work, a series of guidelines and principles are developed which describe how managers may collect the economic pricing advantage of reverse auctions - yet retain the long-term benefits of relationship marketing.

Original languageEnglish
Pages (from-to)157-166
Number of pages10
JournalIndustrial Marketing Management
Issue number2 SPEC. ISS.
Publication statusPublished - Feb 2005
Externally publishedYes


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