Intelligent Personalized Trading Agents that Facilitate Real-Time Decisionmaking for Auctioneers and Buyers in the Dutch Flower Auctions

23 Pages Posted: 4 May 2010

See all articles by Wolfgang Ketter

Wolfgang Ketter

University of Cologne - Institute of Energy Economics; Erasmus University Rotterdam (EUR) - Department of Technology and Operations Management; Erasmus Research Institute of Management (ERIM)

E. van Heck

Erasmus University Rotterdam (EUR) - Department of Technology and Operations Management

Rob Zuidwijk

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Date Written: February 2010 5,

Abstract

In this case the Dutch Flower Auctions (DFA) are discussed. The DFA are part of the supply network in which flowers are produced, stocked, and then sold through either mediation or auctioning. This case focuses on the buyers’ and auctioneers’ positions when flowers are traded through auctions. This case deals with the application of personalized agents as part of a Decision Support System which empowers the decision maker. The decision makers discussed in this case are the auctioneers who control the auction process, and the buyers who bid at the clock auction. Agents are defined as software programs that sense their environment and react autonomously on their environment in order to maximize a certain outcome. The agents, as envisioned in this case, are able to determine users’ preferences and based on these preferences agents can proactively make recommendations. Agents as applied to the auction process could empower the auctioneers in their decisions. Another type of agent could empower the buyer, since buyers have the high-pressure task of buying at the clock auction.

Keywords: business intelligence, dutch flower auctions (dfa), decision support systems, learning agents, smart business networks, teaching case

JEL Classification: L15, O32, M

Suggested Citation

Ketter, Wolfgang and van Heck, Eric and Zuidwijk, Rob A., Intelligent Personalized Trading Agents that Facilitate Real-Time Decisionmaking for Auctioneers and Buyers in the Dutch Flower Auctions (February 2010 5,). ERIM Report Series Reference No. ERS-2010-016-LIS, Available at SSRN: https://ssrn.com/abstract=1599984

Wolfgang Ketter (Contact Author)

University of Cologne - Institute of Energy Economics ( email )

Alte Wagenfabrik
Vogelsanger Strasse 321a
Cologne, 50827
Germany

HOME PAGE: http://ewi.uni-koeln.de/en/

Erasmus University Rotterdam (EUR) - Department of Technology and Operations Management ( email )

RSM Erasmus University
PO Box 1738
3000 DR Rotterdam
Netherlands

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

HOME PAGE: http://www.rsm.nl/energy

Eric Van Heck

Erasmus University Rotterdam (EUR) - Department of Technology and Operations Management ( email )

RSM Erasmus University
PO Box 1738
3000 DR Rotterdam
Netherlands
+31 10 408 2032 (Phone)
+31 10 408 9010 (Fax)

HOME PAGE: http://people.fbk.eur.nl/eheck/personal/

Rob A. Zuidwijk

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

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