Skip to main content
Log in

Interaktive Preisfindung als zwischenbetriebliche Prozess-integration auf Basis von Webservices

Interactive pricing as an inter-organizational process enabled by web services

  • WI — Schwerpunktaufsatz
  • Published:
WIRTSCHAFTSINFORMATIK

Kernpunkte

Im Internet ermöglichen interaktive Preismechanismen wie Auktionen oder Preisverhandlungen Käufern über die Abgabe von Geboten eine aktive Teilnahme am Prozess der Preisfindung. Aufgrund ihrer Komplexität sowie technischer Hürden bei ihrer Integration werden entsprechende Preismechanismen insbesondere von kleineren und mittelgroßen Betreibern von Online-Shops aber noch nicht auf breiter Basis eingesetzt.Dieser Beitrag stellt daher eine Architektur vor, mit der sich interaktive Preismechanismen nahtlos in bestehende Systeme integrieren lassen und kommt zu den folgenden Ergebnissen:

  • ⊎ Die langwierige und kostspielige Implementierung komplexer Mechanismen kann durch den Einsatz einer service-orientierten Architektur auf Basis von Webservices vermieden werden.

  • ⊎ Die flexible Integration interaktiver Preismechanismen über Webservices ermöglicht dem Online-Handel den Einsatz komplexer Preisfindungs-Funktionalität im Design bestehender Shop-Systeme.

  • ⊎ Durch das Outsourcing der Preisfindungs-Funktionalität ergeben sich zusätzliche Möglichkeiten bei der Auswertung und Analyse der Gebotsdaten, die der Online-Handel zur Verbesserung seines Angebotes einsetzen kann.

Abstract

Interactive pricing mechanisms such as auctions or negotiations allow buyers to participate in the pricing process and enable sellers to price-discriminate. This article depicts a service-oriented architecture based on web services to enable a seamless integration of interactive pricing functionality into existing online-shops. Thereby, we grant online-retailers access to complex pricing mechanisms while we reduce both the cost and the time needed to implement such functionality. Illustrating the case of Pricing Systems (www.pricing-systems.com), we show that such integration is feasible and currently in use in up-and-running Electronic Commerce retailer sites.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Literaturverzeichnis

  1. Amazon:Amazon Web Services (AWS). http://www.amazon.com/gp/aws/landing.html, Abruf am 2005-07-11.

  2. Bakos, Y.: The Emerging Role of Electronic Marketplaces on the Internet. In: Communications of the ACM, 41 (1998) 8, S. 35–42.

    Article  Google Scholar 

  3. Becherer, R.C.; Halstead, D.:Characteristics and internet marketing strategies of online auction sellers. In: International Journal of Internet Marketing and Advertising, 1 (2004) 1, S. 24–37.

    Article  Google Scholar 

  4. Bernhardt, M.; Hinz, O.: Creating Value with Interactive Pricing Mechanisms-A Web Service-Oriented Architecture. In: Müller, G.; Lin, K.-J.(Hrsg.): Proceedings of the Seventh) IEEE International Conference on E-Commerce Technology (IEEE CEC). München 2005, S. 339-346.

  5. Bernhardt, M.: Classification of Design Options in Reverse Pricing Mechanisms. In: Bichler, M.; Holtmann, C.; Kirn, S.; Müller, J.P.; Weinhardt, C. (Hrsg.): Coordination and Agent Technology in Value Networks. GITO, Berlin 2004, S. 29–43.

    Google Scholar 

  6. Bernhardt, M.; Spann, M.: Bidding Costs in Reverse Pricing Auctions: Experimental Analysis of Bidding Behavior and Profit Implications. Working Paper, Goethe-Universität Frankfurt, 2005.

    Google Scholar 

  7. Bernhardt, M.; Spann, M., Skiera, B.: Reverse Pricing. In: Die Betriebswirtschaft, 65 (2005), S. 104–107.

    Google Scholar 

  8. Bichler, M.; Kersten, G.; Strecker, S.: Towards a Structured Design of Electronic Negotiations. In: Group Decisions and Negotiations, 12 (2003) 4, S. 311–335.

    Article  Google Scholar 

  9. Baker, W.L.; Lin, E.; Marn, M.V.; Zawada, C.C.: Getting Prices Right on the Web. In: The McKinsey Quarterly 2 (2001).

  10. Bulow, J.; Klemperer, P.: Auctions vs. Negotiations. In: American Economic Review 86 (1995) 1; S. 180–194.

    Google Scholar 

  11. Chiu, D.K.W.; Cheung, S.C.; Hung, P.C.K.; Chiu, S.Y.Y.; Chung, A.K.K.: Developing E-Negotiation Support with a Meta-Modeling Approach in a Web Services Environment. In: Decision Support Systems 40 (2005) 1, S. 51–69.

    Article  Google Scholar 

  12. Chen, M.; Chen, A.N.K.; Shao, B.B.M.: The Implications and Impacts of Web Services to Electronic Commerce Research and Practices. In: Journal of Electronic Commerce Research 4 (2003) 4, S. 128–139.

    Google Scholar 

  13. Chernev, A.: Reverse Pricing and Online Price Elicitation Strategies in Consumer Choice. In: Journal of Consumer Psychology 13 (2003) 1/2, S. 51–62.

    Article  Google Scholar 

  14. Chandran, S.; Morwitz, V.: Effects of Participative Pricing on Consumers’ Cognitions and Actions: A Goal Theoretic Approach. In: Journal of Consumer Research 32 (2005) 2, S. 249–259.

    Article  Google Scholar 

  15. Coase, R.H.: The Theory of the Firm. In: Economica, N.S. 4 (1937), S. 386–405.

    Article  Google Scholar 

  16. Currie, W.L.; Seltsikas, P.: Exploring the supply-side of IT outsourcing: evaluating the emerging role of application service providers. In: European Journal of Information Systems 10 (2001) 3, S. 123–134.

    Article  Google Scholar 

  17. DiRomualdo, A.; Gurbaxani, V.: Strategic intent for IT outsourcing. In: Sloan Management Review Summer (1998), S. 67-80.

  18. Diller, H.: Preispolitik. Kohlhammer, Stuttgart 2000.

    Google Scholar 

  19. Elmaghraby, W.; Keskinocak, P.: Dynamic Pricing in the Presence of Inventory Considerations: Research Overview, Current Practices, and Future Directions. In: Management Science 49 (2003) 10, S. 1287–1309.

    Article  Google Scholar 

  20. Fay, S.: Partial Repeat Bidding in the Name-Your-Own-Price Channel. In: Marketing Science 23 (2004) 3, S. 407–418.

    Article  Google Scholar 

  21. Ferris, C.; Farrell, J.: What are Web Services? In: Communications of the ACM 46 (2003) 6, S. 31.

    Article  Google Scholar 

  22. Gaedke, M.; Turowski, K.: Integrating Web-based e-commerce applications with business application systems. In: NETNOMICS 2 (2000) 2, S. 117–138.

    Article  Google Scholar 

  23. GfK (2004): Online-Einkauf gewinnt an Marktbedeutung. http://www.gfk.de/index.php?lang=de&contentpath=http%3A//www.gfk.de/presse/pressemeldung/contentdetail.php%3Fid%3D616, Abruf am 2005-07-14.

  24. Hanson, W.; Martin, R.K.: Optimal Bundle Pricing. In: Management Science 36 (1990) 2, S. 155–174.

    Article  Google Scholar 

  25. Hann, I.-H.; Terwiesch, C.: Measuring the Frictional Costs of Online Transactions: The Case of a Name-Your-Own-Price Channel. In: Management Science 49 (2003) 11, S. 1563–1579.

    Article  Google Scholar 

  26. Hinz, O.; Bernhardt, M.: Scalable Business Models with Web Services in a Reverse Pricing Scenario. In: Bartmann, D.; Rajola, F.; Kallinikos, J.; Avison, D.; Winter, R.; Ein-Dor,P.; Becker, J.; Bodendorf, F.; Weinhardt, C. (Hrsg.): Proceedings of the Thirteenth European Conference on Information Systems. Regensburg 2005.

  27. Kannan, P.K.; Kopalle, P.K.: Dynamic Pricing on the Internet: Importance and Implications for Consumer Behavior. In: International Journal of Electronic Commerce 5 (2001) 3, S. 63–83.

    Google Scholar 

  28. Kern, T.; Kreijger, J.; Willcocks, L.: Exploring ASP as sourcing strategy: theoretical perspectives, propositions for practice. In: Journal of Strategic Information Systems 11 (2002) 2, S. 153–177.

    Article  Google Scholar 

  29. Klein, S.; Löbbecke, C.: The Transformation of Pricing Models on the Web: Examples from the Airline Industry. In: Klein; S.; O’Keefe, B.; Gricar, J.; Podlogar, M. (Hrsg.): Proceedings of the 13th International Bled Electronic Commerce Conference. Vol. 1, Kranj 2000, S. 331-349.

  30. Lacity, M.C.; Willcocks, L.P.; Feeny, D.F.: The value of selective IT outsourcing.In: Sloan Management Review 37 (1996) 3, S. 13–25.

    Google Scholar 

  31. Lucking-Reiley, D.: Using Field Experiments to Test Equivalence Between Auction Formats: Magic on the Internet. In: American Economic Review 89 (1999) 5, S. 1063–1080.

    Article  Google Scholar 

  32. McAfee, R.P.; McMillan, J.: Auctions and Bidding. In: Journal of Economic Literature 25 (1987) 2, S. 699–738.

    Google Scholar 

  33. Moitra, D.; Ganesh, J.: Web Services and Flexible Business Processes: Towards the Adaptive Enterprise. In: Information & Management 42 (2005) 7, S. 921–933.

    Article  Google Scholar 

  34. Muthoo, A.: Bargaining Theory with Applications, Cambridge University Press, Cambridge 1999.

    Book  Google Scholar 

  35. Myerson, R.B.: Optimal Auction Design.In: Mathematics of Operation Research 6 (1981), S. 58–73.

    Article  Google Scholar 

  36. Phlips, L.: The Economics of Price Discrimination, Cambridge University Press, Cambridge.

  37. Prokein, O.; Faupel, T.: Using Web Services for Intercompany Cooperation—An Empirical Study within the German Industry. Angenommener Beitrag auf der 39th Hawaii International Conference on System Sciences, Hawaii 2006.

  38. Rebstock, M.; Lipp, M.: Webservices zur Integration interaktiver elektronischer Verhandlungen in elektronischen Marktplätzen. In: Wirtschaftsinformatik 45 (2003) 3, S. 293–306.

    Article  Google Scholar 

  39. Riley, J.; Samuelson, W.: Optimal Auctions. In: American Economic Review 71 (1981) 3, S. 381–392.

    Google Scholar 

  40. Roth, A.E.; Ockenfels, A.: Last-Minute Bidding and the Rules for Ending Second-Price Auctions:Evidence from eBay and Amazon Auctions on the Internet. In: American Economic Review 92 (2002) 4, S. 1093–1103.

    Article  Google Scholar 

  41. Sackmann, S.; Strüker, J.: Electronic Commerce Enquête 2005-10 Jahre Electronic Commerce: Eine Stille Revolution in deutschen Unternehmen.KIT Verlag, Freiburg 2005.

    Google Scholar 

  42. Spann, M.; Bernhardt, M.; Häubl, G.; Skiera, B.: It’s All in How You Ask: Effects of Price-Elicitation Format on Bidding Behavior in Reverse-Pricing Markets. Working Paper, Goethe-Universität Frankfurt, 2005.

  43. Schwartz, E.I.: Digital Darwinism: 7 Breakthrough Business Strategies for Surviving in the Cutthroat Web Economy. Broadway, New York, 1999.

    Google Scholar 

  44. Shin, S.: Secure Web services.In:Java-World (2003). http://www.javaworld.com/javaworld/jw-03-2003/jw-0321-wssecurity.html, Abruf am 2005-11-01.

  45. Spann, M.; Klein, J.; Makhlouf, K.; Bernhardt, M.: Interaktive Preismaßnahmen bei Low-Cost-Fluglinien. In: Zeitschrift für Betriebswirtschaft (ZfB) 75 (2005) EH1, S. 53–77.

    Google Scholar 

  46. Skiera, B.; Spann, M.; Walz, U.: Erlösquellen und Preismodelle für den Business-to-Consumer-Bereich im Internet. In: Wirtschaftsinformatik 47 (2005) 4, S. 285–293.

    Article  Google Scholar 

  47. Spann, M.; Skiera, B.; Schäfers, B.: Measuring Individual Frictional Costs and Willingness-to-Pay via Name-Your-Own-Price Mechanisms. In: Journal of Interactive Marketing 18 (2004) 4, S. 22–36.

    Article  Google Scholar 

  48. Spann, M; Tellis, G.: Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions. In: Journal of Marketing. Erscheint 2006.

  49. Stroebel, M.: Effects of Electronic Markets on Negotiation Processes. In: Hansen, H.R.; Bichler, M.; Mahrer, H.(Hrsg.): Proceedings of the Eighth European Conference on Information Systems, Vienna 2000, S. 445-452.

  50. Tang, Q.C.; Cheng, H.K.: Optimal Location and Pricing of Web Services Intermediary. In: Decision Support Systems 40 (2005) 1, S. 129–141.

    Article  Google Scholar 

  51. Takac, P.F.: Outsourcing:a key to controlling escalating IT costs? In: International Journal of Technology Management 9 (1994) 2, S. 139–155.

    Google Scholar 

  52. Tebboune, D.E.S.: Application Service provision: origins and development. In: Business Process Management Journal 9 (2003) 6, S.722–734.

    Article  Google Scholar 

  53. Weerakkody, V.; Currie, W.L.; Ekanayake, Y.: Re-engineering business processes through application service providers-Challenges, issues and complexities. In: Business Process Management Journal 9 (2003) 6, S. 776–794.

    Article  Google Scholar 

  54. Weinhardt, C.; Holtmann, C.; Neumann, D.: Market Engineering (Schlagwort). In: Wirtschaftinformatik 45 (2003) 6, S. 635–640.

    Article  Google Scholar 

  55. Wolfstetter, E.: Auctions: An Introduction. In: Journal of Economic Surveys, 10 (1996) 4, S. 367–420.

    Article  Google Scholar 

  56. Wurman, P.R.; Wellmann, M.P.; Walsh, W.E.: A Parametrization of the Auction Design Space. In: Games and Economic Behavior 35 (2001) 1-2, S. 304–338.

    Article  Google Scholar 

  57. World Wide Web Consortium: XForms — The Next Generation of Web Forms. http://www.w3.org/MarkUp/Forms/, Abruf am 2005-07-13.

  58. Zhao, J.L.; Cheng, H.K.: Web Services and Process Management: A Union of Convenience or a New Area of Research? In: Decision Support Systems 40 (2005) 1, S. 1–8.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Rights and permissions

Reprints and permissions

About this article

Cite this article

Hinz, O., Bernhardt, M. Interaktive Preisfindung als zwischenbetriebliche Prozess-integration auf Basis von Webservices. Wirtsch. Inform. 48, 169–177 (2006). https://doi.org/10.1007/s11576-006-0040-z

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11576-006-0040-z

Stichworte

Keywords

Navigation