Making Markets: How Firms Can Design and Profit from Online Auctions and Exchanges
Author: Ajit Kambil, Eric Van Heck, E. Van Heck
List Price: $29.95
Our Price: Click to see the latest and low price
ISBN: 1578516587
Publisher: Harvard Business School Press (24 June, 2002)
Sales Rank: 226,312
Average Customer Rating: 5 out of 5
Customer Reviews
Rating: 5 out of 5
Frontier Learning
Yes, Virginia, there are still frontiers to be explored and conquered. The internet is a very active place, but still full of exciting opportunities. Feeling entrepreneurial or adventurous? You can create your own market on the net. The authors suggest that the future of exchange of products, services, and payment will accelerate in cyberspace. While the opportunities abound, there is a lot to learn . . . and there are risks. But, that's why you read a book like "Making Markets."First, some perspective. The authors emphasize that "electronic markets are not technological interactions. They are human interactions supported by technology." Ignore this principle and failure awaits you in the way it doomed the electronic markets in the 1990s. "Cyberspace markets cannot be thin replicas of the traditional market. Rather they must be as rich, complex, and compete as the traditional markets themselves." The basic trade processes of search, pricing, logistics, payment and settlement, and authentication must still be in place. Value must be created for all participants, and the electronic marketing venture must fit with the firm's other marketing vehicles. Creativity will have a significant influence on success.
The authors begin with an explanation of the opportunities, the value of marketing in cyberspace. The first chapter includes an explanation of the design of their presentation in the remaining seven chapters. Chapter titles give us an insight into the content: From Place to Space, Making Markets Work, and Auctions: The Devil is in the Details. Readers will learn about Using B2B markets in the Supply Chain, Using Markets Creatively, and Market Tactics. Dynamic Market Strategies are address in the final chapter, followed by a call to action encouraging you to stick your toes in the water and try this approach.
Each chapter is filled with education, insight, and mini-case studies to show us what has worked and what hasn't worked. You'll learn the jargon and the steps in the process. A good notes section, including website addresses, is complemented by a helpful index. And, expectedly, the authors offer a website for the book where more information and support is available. If you're ready to open your mind to some fascinating possibilities, curl up with "Making Markets."
Rating: 5 out of 5
e-Markets Guru
As Ajit's student I got a very through conceptual understanding of e-markets by reading his book 'MAKING MARKETS'. He has presented one of his best works through this book that can add new dimensions to innovate businesses. I recommend this book to all the intellectual food seekers in technology and business innovation space.
Rating: 5 out of 5
A fascinating account of online markets
Kambil and Heck have written an insightful and thought-provoking book on electronic markets. It is a must read for anyone who wants to understand online markets. They develop a framework to understand as well as to gauge the success of such markets based on in-depth study of several electronic markets. I particularly liked their characterization of B2B markets and its relationship to supply chain management. Their chapter on using markets creatively has ideas for both researchers as well as practitioners. The book has many examples, is written in a narrative style, and easy to read to three or four sittings. Similar Products
B2B Application Integration: e-Business-Enable Your Enterprise
Auction Theory
The Auction App: How Companies Tap the Power of Online Auctions to Maximize Revenue Growth
Book Index