To get the best price for its IPO, Google Inc, a US-based web search company, used a dynamic pricing method. To make the IPO accessible to a high number of potential buyers and prevent, or minimize, the typical first day jump in prices of shares the firm ran a modified form of Dutch auction. Because of the low market price for other Internet companies at that time, Google shares were initially priced near the low end of the range, but they closed the first day just above the middle of the range....
BPIR Categories4.1.1 Identify market segments & target customers
4.2.1 Manage sales & sell products & services
4.1.4 Develop & implement marketing strategy