Abstract
Multichannel sales strategies have become common in consumer markets due to the usage of advanced information technologies. However, the interactions between multichannel prices in Business-to-Business (B2B) markets are largely underexplored. This paper investigates the impact of a pre-sales posted price channel on the performance of the century-old sequential B2B Dutch flower auctions. The pre-sales channel is conducted online ahead of the auctions. Only a specified fraction of each flower lot can be sold through the pre-sales. Given this limit, growers can decide on their participation, available quantity and selling price. Flowers that are not sold during the pre-sales are added to the auctions. Our analysis of over 2 million flower lots traded in 2015 reveals a higher total revenue for lots that are offered in the pre-sales as compared to lots that are not. The result holds true even for lots where no actual sales occurred in the pre-sales channel.
| Original language | English |
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| Title of host publication | ICIS 2017 |
| Subtitle of host publication | Transforming Society with Digital Innovation |
| Publisher | Association for Information Systems |
| ISBN (Print) | 9780996683159 |
| Publication status | Published - 2018 |
| Event | 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017 - Seoul, Korea, Republic of Duration: 10 Dec 2017 → 13 Dec 2017 |
Publication series
| Series | ICIS 2017: Transforming Society with Digital Innovation |
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Conference
| Conference | 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017 |
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| Country/Territory | Korea, Republic of |
| City | Seoul |
| Period | 10/12/17 → 13/12/17 |
Bibliographical note
Funding Information:We would like to thank the ICIS review team, the seminar participants at Erasmus University and Royal FloraHolland iFlow project team for all the helpful and constructive feedback and comments.