Huong May Truong , MSc

Huong May Truong

PhD Candidate
Rotterdam School of Management (RSM)
Erasmus University Rotterdam


Multichannel sales strategies have become common due to the usage of advanced information technologies. Sellers are increasing incorporating different exchange methods ranging from online and offline auctions, online posted price channel to offline stores. However, how different channels can be strategically combined and how one channel can influence the outcomes of another, especially in a multi-trading mechanism context remain largely underexplored. This project addresses these gaps through 3 distinct studies. The studies exploit a large dataset from a unique system where an online posted price channel (so-called pre-sales) is incorporated into a B2B Dutch auction system sequentially. Consequently, my first study focuses on the economic impact of pre-sales, exploring the outcomes for lots with and without pre-sales. We posit that pre-sales can offer a new set of information that sellers can exploit and consequently, the study dissects the effect of different information cues on auctions based on which recommendations can be made. The second study focuses on buyer strategic behaviors in the multi-mechanism system. We examine the determinants of buyers’ choices and how the pre-sales may shape auctions’ behaviors. Further, this study offers evidence on an emerging group of buyers who complements the pre-sales and the auctions. Such groups of buyers have rarely been considered in previous literature. The third study focuses on price dynamics in sequential auctions. This topic has been attracting attention from auction and market design researchers due to the unsettled findings between the traditional theory and empirical evidence (so-called the declining price anomaly). By combining multiple levels analysis, we study the role of information signals in the auction price dynamics formation.

Professional experience

PhD Candidate

Erasmus University Rotterdam
RSM - Rotterdam School of Management
Department of Technology and Operations Management


Scholarly Publications (4)

  • H.M. Truong, A. Gupta, W. Ketter & H.W.G.M. van Heck (2020). The Declining Price Anomaly in B2B Sequential Multi-channel Auctions. In Workshop on Information Technologies and Systems (WITS). Munich, Germany
  • H.M. Truong, A. Gupta, W. Ketter & H.W.G.M. van Heck (2019). Understanding B2B Buyer Behavior in Multi-channel Markets: How Posted Price Channel Affect Buyers Strategic Behavior in Auctions. In International Conference on Information Systems (ICIS). Munich, Germany
  • H.M. Truong, A. Gupta, W. Ketter & H.W.G.M. van Heck (2018). Integrating Posted price channel with B2B Sequential Dutch Auction System. In Conference on Information Systems and Technology (CIST). Phoenix, USA
  • H.M. Truong, A. Gupta, W. Ketter & H.W.G.M. van Heck (2017). Effects of posted price channel on multi-channel Sequential Dutch auction system. In International Conference on Information Systems (ICIS). Seoul, South Korea


Discovery item

Optimise floriculture and make it more sustainable with AI algorithms

‘AI in the Floriculture Chain’ (iFlow) project developed AI applications for growers, auctioneers, transporters, and supply chain managers.


BIM Master Thesis

  • Study year: 2020/2021, 2019/2020, 2018/2019
  • Code: BMMTBIM
  • ECTS: 16 Level: Master

Past courses

Big Data Management and Analytics

  • Study year: 2019/2020, 2018/2019
  • Code: BM04BIM
  • ECTS: 5 Level: Master, Master, Master, Master

BIM Research Methods I - Old style

  • Study year: 2019/2020, 2018/2019
  • Code: BM05BIM
  • ECTS: 2

Next Generation Business Applications

  • Study year: 2016/2017
  • Code: BMME016
  • ECTS: 6 Level: Master