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Manheim Interactive is a subsidiary of Manheim Auctions, a 55-year old brick-and-mortar firm that is the number one player in offline vehicle remarketing. Since
1996, Manheim has been remarketing used automobiles over the Internet. Manheim Interactive has found that the strength of the Manheim Auctions brand and the confidence and trust that independent car dealers
have in Manheim Auctions has been pivotal in increasing the number of cars sold online from 62 to in 1996 to 100,000 cars with a value of $1.5 billion in 2000. The case study describes the online services
offered, the approach to managing the online business, the relationship with the physical auctions business, the IT Infrastructure & applications that deliver the online services, and the metrics used to
measure the success of Manheim Interactive. |
