Abstract
The case portrays a situation that can be encountered in any electronic market set up to match buyers with sellers. The company AHX operates in the aerospace hardware market for fasteners and similar small items. The case demonstrates most of the elements to be considered in a market of institutionalized practices. However, it is also a case demonstrating the importance of a value prorposition in a market for both buyers and sellers and how companies need to assure rapid build-up of users. The question is very simple: how to do it?
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