Increasing Realized Revenue via Profit Redistribution: A Variant of Online Dutch Auction
In this paper we propose a new variant of a Dutch auction with the aim of maximizing the revenue realized from the auctioneer by shifting to him some of the profits from the highest bidders, while at the same time preserving the allocative efficiency achieved in the Dutch auctions. We then develop and analyze a model for this variant that corresponds to a multi-unit, progressively ascending, lowest winning bid open auction. The proposed model achieves the objective through the use of coupons, which may be introduced during the auction and drive up the lowest winning price and respectively the total revenue. This variant of a Dutch auction guarantees that the sum of the face value of all used coupons will be less than (or equal to) the increase in the revenue caused by their use. As a result the realized revenue will be higher than the revenue received in a typical Dutch auction with the same settings.
KeywordsCustomer Satisfaction Total Revenue Allocative Efficiency High Bidder Uniform Price
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