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…

BPIR Categories

4.1.1 Identify market segments & target customers
4.2.1 Manage sales & sell products & services
4.1.4 Develop & implement marketing strategy

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