Reverse auctions and buyer–seller relationships: A rejoinder to Emiliani and Stec's commentary

Abstract In response to Emiliani and Stec's commentary, we present rebuttal to their specific points and further assessment of auctions' role in relationships. We fear the commentators represent a segment of procurement managers closed to using auctions. To help overcome their apprehension, we reemphasize statements in the original article and amplify the role of auctions by referring to the wider relationship marketing literature. The bottom line is that we still believe relational auction is not an oxymoron and our proposed design amendments can create an environment of transparency, fairness, and bilateral communication which leads to further relational strengthening.