個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Unhaggle: Putting Customers in the Driver's Seat
內容大綱
Unhaggle is a business model that uses a website to link up consumers with automobile dealers. The consumer describes the sort of vehicle they are looking for and the dealers compete to serve the consumer at the lowest possible price. The case illustrates how power in a negotiation comes from supply and demand. By bringing dealers to the consumer, Unhaggle helps drive down the cost of the vehicle to the consumer while reducing the dealer’s marketing costs. The case thus illustrates how technology changes a business, and specifically what players hold the power in a market. This case can also be used to illustrate a multi-player prisoner’s dilemma (game theory). Doing so involves arguing that dealers collectively would be better off if they refused to join Unhaggle’s dealer network (all would gain higher margins), but any individual dealer has an incentive to defect and join, in order to gain access to Unhaggle’s consumers.
學習目標
<ul><li>Understand foundational concepts in exchange such as supply and demand and power in negotiations.</li><li>Learn about the prisoner’s dilemma (game theory) and see how this might apply to automobile sales.</li><li>Gain an improved knowledge of the benefits of competition by exploring the idea of non-zero sum games.</li><li>Develop an understanding of who gains through the introduction of the Unhaggle business model. Learn to judge whether, and if so how, any market participants lose from the new business model.</li><li>See how technological change disrupts a market, creating new business opportunities.</li></ul>