The Fading Reverse Auction —Morgan

IN THIS DAY and age, most of us take it for granted that technology can make a process easier and more efficient. But sometimes it is necessary to take a step back and review if a device is delivering what it was originally designed to do.

Take reverse auctions, for instance. These types of transactions were created with the intention of leveling the playing field among printers. Every print supplier is provided with the same print specifications, turnaround time and distribution details for a particular job. In theory, this levels the playing field between printers and generates the best price.