Radically new product introduction using on-line auctions

Rapid technological innovation and changing market expectations in electron ic commerce are pushing companies to develop strategies for radically now p roducts. Fast and unbiased new marketing research methods are needed to red uce the associated risks. A full-revelation mechanism is a crucial element of these new methods. It can be implemented with a two-round, second-price, sealed-bid auction. The process of marketing research is accelerated by co nducting the auction on-line.