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In an adjacent office was a colleague who had written something like 12 books and was an internationally recognized scholar in the area of organizational innovation. Robert Merton was 46 when he won the award. Merton had the office on the other side of my office. He had a beautiful summer house near Cape Cod.
Walker’s innovation was to bind travelers to pay the prices they bid if the airlines and hoteliers on Priceline accepted the offers. That way, travelers took their offers much more seriously than if they simply could “name their price” without any purchase obligation. Admittedly, better pricing of options has been a mixed blessing.
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