PhD Defence Huong May Truong
In her dissertation 'The Effect of Posted Prices on Sequential Auctions in B2B Multi-channel Markets' Huong May Truong addressed how different channels can be strategically combined and how one channel can influence the outcomes of another, especially in a B2B context. The studies exploit a large dataset of over 1 million flower lots from a unique system where an online posted price channel (so-called pre-sales) is incorporated into a B2B Dutch auction system sequentially. The first study focuses on the economic impact of pre-sales, exploring the outcomes for lots with and without pre-sales. The second study focuses on buyers’ strategic behaviors in the multi-mechanism system. The third study investigates price dynamics in sequential auctions. The pre-sales channel reveals additional information such as pre-sales price and quantity sold for bidders. It can affect the auction price and its dynamics, revenue, and competition via multiple mechanisms and lead to positive outcomes for sellers in the Dutch sequential auction system. Huong May defended her dissertation on Thursday, 2 September at 15:30h. Her supervisors were Prof. Eric van Heck (RSM), Prof. Wolfgang Ketter (RSM), and Prof. Alok Gupta (University of Minnesota). The members of the Doctoral Committee were Prof. Ting Li (RSM), Prof. Jan van Dalen (RSM), and Prof. Pallab Sanyal (George Mason University).
About Huong May Truong
Huong May Truong obtained her Master of Science in Operational Research from the University of Edinburgh. In 2016, she joined the Rotterdam School of Management, Erasmus University Rotterdam as a Ph.D. candidate in Information Systems. Her research focuses on digital market designs and the integration of a Posted Price channel into a B2B Dutch Auction System. May has presented her work at several prestigious conferences such as the International Conference on Information Systems (ICIS), the European Conference on Information Systems (ECIS), Conference on Information Systems and Technology (CIST), and Workshop on Information Technologies and Systems (WITS). Her paper “Effects of Pre-sales Posted Price Channels on Sequential B2B Dutch Flower Auctions” was nominated for the Best Theory Development Paper at the International Conference on Information Systems (ICIS) 2017. This thesis project is also the winner of the AIS Impact Award at ICIS 2020. From 1st September 2021, May is working as Assistant Professor in the Information Systems and Technology Department at IE University's Business School.
Thesis Abstract
Multi-channel sales strategies have become common due to the usage of advanced information technologies. Sellers are increasingly incorporating different exchange methods, ranging from online and offline auctions to online posted price channels and offline stores. However, how different channels can be strategically combined and how one channel can influence the outcomes of another, especially in a B2B context remain underexplored. This dissertation addresses these gaps through three distinct studies. The studies exploit a large dataset of over 1 million flower lots from a unique system where an online posted price channel (so-called pre-sales) is incorporated into a B2B Dutch auction system sequentially. The first study focuses on the economic impact of pre-sales, exploring the outcomes for lots with and without pre-sales. The second study focuses on buyers’ strategic behaviors in the multi-mechanism system. The third study investigates price dynamics in sequential auctions. The pre-sales channel reveals additional information such as pre-sales price and quantity sold for bidders. It can affect the auction price and its dynamics, revenue, and competition via multiple mechanisms and lead to positive outcomes for sellers in the Dutch sequential auction system.
