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派機(jī)器人去進(jìn)行商業(yè)談判,能幫助公司省多少錢?

Jeremy Khan
2021-05-03

Pactum公司利用人工智能,為一些大型跨國(guó)企業(yè)提供合同談判自動(dòng)化服務(wù)。

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永不妥協(xié)。

這是美國(guó)聯(lián)邦調(diào)查局(FBI)的前談判專家克里斯·沃斯宣傳的談判格言之一。他是全世界知名度最高的談判策略專家之一。(一方面,妥協(xié)會(huì)增加雙方都不滿意的風(fēng)險(xiǎn)。)

沃斯總是說(shuō)他的談判策略源自心理學(xué),這意味著只要談判對(duì)手也是人類,他的談判策略就是有效的。

但孟山都(Monsanto)公司旗下的數(shù)字農(nóng)業(yè)部門——?dú)夂蚬荆–limate Corporation)的商務(wù)總監(jiān)馬丁·蘭德在學(xué)習(xí)沃斯等人在哈佛商學(xué)院(Harvard Business School)開(kāi)設(shè)的著名談判大師課時(shí)受到啟發(fā),產(chǎn)生了至少將談判一方變成非人類的靈感。

于是,蘭德參與創(chuàng)建了Pactum,這家公司利用人工智能和聊天機(jī)器人界面,為一些大型跨國(guó)企業(yè)提供合同談判自動(dòng)化服務(wù),包括沃爾瑪(Walmart)和電子設(shè)備分銷商Wesco International等。貨運(yùn)巨頭馬士基集團(tuán)(Maersk Group)也在試用這款軟件。

這家位于加州山景城的公司在4月27日宣布再融資1,100萬(wàn)美元用于業(yè)務(wù)擴(kuò)張。該公司成立兩年,至今共獲得了1,500萬(wàn)美元風(fēng)險(xiǎn)投資。新一輪融資由倫敦風(fēng)險(xiǎn)投資公司Atomico領(lǐng)投,其經(jīng)營(yíng)者是瑞典億萬(wàn)富翁、Skype的聯(lián)合創(chuàng)始人尼古拉斯·曾斯特羅姆。蘭德此前曾經(jīng)在Skype擔(dān)任產(chǎn)品經(jīng)理。Pactum表示,作為融資協(xié)議的一部分,Atomico的合伙人本·布盧姆將加入公司董事會(huì)。位于柏林的風(fēng)險(xiǎn)投資公司Project A也參與了次輪融資。該公司此前曾經(jīng)投資Pactum。

除了曾斯特羅姆的Atomico以外,Pactum還吸引了“Skype黑手黨”其他主要成員的投資,他們都是該網(wǎng)絡(luò)通信軟件先驅(qū)的元老,現(xiàn)在已經(jīng)變成了杰出的科技投資者。來(lái)自歐洲的“Skype黑手黨”與美國(guó)的“PayPal黑手黨”有許多相似之處,后者的成員包括埃隆·馬斯克、彼得·蒂爾和里德·霍夫曼等。

參與Pactum本輪融資的“Skype黑手黨”成員包括前Skype工程師讓·塔林,他已經(jīng)成為許多人工智能和視頻游戲公司的主要投資者;Checkout. Com的首席技術(shù)官奧特·考克;金融科技公司TransferWise的聯(lián)合創(chuàng)始人及董事長(zhǎng)塔夫特·辛里庫(kù)斯;以及創(chuàng)業(yè)者兼投資人斯坦·塔姆基維。

Skype早期的工程團(tuán)隊(duì)位于愛(ài)沙尼亞,而那里也是蘭德和Pactum的其他聯(lián)合創(chuàng)始人卡斯帕爾·庫(kù)斯與克里斯蒂安·庫(kù)斯兩兄弟的祖國(guó)??ㄋ古翣栐?jīng)為愛(ài)沙尼亞開(kāi)發(fā)了電子公民計(jì)劃??死锼沟侔材壳皳?dān)任Pactum公司的首席技術(shù)官。Pactum的工程和研發(fā)團(tuán)隊(duì)位于愛(ài)沙尼亞。

Pactum的用途是與大部分大公司的“長(zhǎng)尾”供應(yīng)商進(jìn)行合同談判。這些合同的價(jià)值不足以使這些大公司的談判團(tuán)隊(duì)耗費(fèi)精力,但所有合同加起來(lái)的規(guī)模也不容小覷。蘭德告訴《財(cái)富》雜志:“平均每家《財(cái)富》美國(guó)500強(qiáng)公司要為這種效率低下的長(zhǎng)尾合同交易談判花費(fèi)2.4億美元,而且人們無(wú)法重新談判?!?/p>

他表示,沃爾瑪?shù)却罂蛻敉ㄟ^(guò)使用公司的軟件Pactum與每一位供應(yīng)商進(jìn)行談判,可以提高利潤(rùn)2.8%至6.8%,有一家公司表示通過(guò)Pactum談判達(dá)成的合同每月額外增加了150萬(wàn)美元收入。蘭德稱,Pactum只有28名員工,但其去年的收入?yún)s增長(zhǎng)了超過(guò)10倍。他說(shuō)公司計(jì)劃未來(lái)六個(gè)月將團(tuán)隊(duì)規(guī)模擴(kuò)大一倍。

Pactum向客戶收取每次概念驗(yàn)證費(fèi)用25,000美元。如果客戶選擇全面部署該軟件,Pactum通過(guò)兩種方式提供軟件許可:簽署三年合同每年收費(fèi)12萬(wàn)美元,另加使用該系統(tǒng)第一年帶來(lái)的收益的25%,年度許可費(fèi)可以從收益中扣除,或者支付12萬(wàn)美元年度許可費(fèi),每次談判成功收費(fèi)600至6,500美元不等。

一家公司在使用Pactum的軟件時(shí),需要與Pactum的人類談判專家合作回答一系列問(wèn)題,這些問(wèn)題將確定Pactum軟件的談判目標(biāo):公司對(duì)于價(jià)格、交貨、支付日期和質(zhì)量保證方面希望提出怎樣的條件?公司在理想情況下希望達(dá)到其他哪些條款和條件?軟件還需要知道公司愿意在哪些方面考慮折中方案,以及公司不會(huì)跨越的紅線等。在確定了大公司重視的條件以及軟件能夠做出讓步的范圍之后,Pactum的軟件會(huì)通過(guò)聊天機(jī)器人界面與供應(yīng)商進(jìn)行談判。它會(huì)提出一系列問(wèn)題,促使對(duì)方說(shuō)出其首選的條件。然后,該軟件會(huì)嘗試找到一種可以將大公司的總體價(jià)值最大化的解決方案,同時(shí)盡量讓供應(yīng)商滿意。

在談判過(guò)程中,聊天機(jī)器人甚至?xí)褂梦炙固岢龅囊恍┗谛睦韺W(xué)的談判策略,例如重復(fù)對(duì)方說(shuō)過(guò)的話,讓對(duì)方感覺(jué)到有人在傾聽(tīng)等。蘭德說(shuō):“系統(tǒng)會(huì)學(xué)習(xí)人類的談判方式。它會(huì)嘗試不同談判策略和戰(zhàn)術(shù),每次談判之后它都會(huì)變得越來(lái)越好?!?/p>

該系統(tǒng)唯一的缺點(diǎn)是它不是人類,所以有時(shí)候其自然語(yǔ)言處理系統(tǒng)無(wú)法理解一些細(xì)微差別。有些承包商對(duì)于大公司讓他們與一個(gè)聊天機(jī)器人談判的做法感到不滿。一方面,這意味著供應(yīng)商不能指望通過(guò)邀請(qǐng)采購(gòu)經(jīng)理美餐一頓或者打一場(chǎng)高爾夫,就能夠達(dá)成更有益于自身的交易。

但蘭德指出,由于許多供應(yīng)商規(guī)模太小,在與人類高管談判時(shí),往往很難引起對(duì)方有意義的關(guān)注,因此到目前為止,許多供應(yīng)商表示,與之前和大公司的談判相比,現(xiàn)在與聊天機(jī)器人談判更有意義,讓他們感覺(jué)自己的話得到了更多的“傾聽(tīng)”。

馬士基的數(shù)字采購(gòu)總監(jiān)、《采購(gòu)電子拍賣實(shí)用指南》(A Practical Guide to E-Auctions for Procurement)一書的作者雅各布·戈姆·拉爾森稱,馬士基正在計(jì)劃測(cè)試Pactum的軟件能否與供應(yīng)商同步談判以增加拍賣,將其作為公路貨運(yùn)或小額項(xiàng)目的承包方式。他表示,他認(rèn)為Pactum尤其在競(jìng)爭(zhēng)性較低的領(lǐng)域大有用處,例如一次性合同的“現(xiàn)場(chǎng)”談判,這些合同涉及的項(xiàng)目和服務(wù)不值得人類談判團(tuán)隊(duì)付出時(shí)間和精力。

拉爾森稱,Pactum的談判方式主要優(yōu)勢(shì)之一是,通過(guò)聊天機(jī)器人提出問(wèn)題,使客戶只可以在給出的方案中作出選擇,這個(gè)系統(tǒng)能夠更好地描繪雙方的“價(jià)值函數(shù)”,抓住雙方關(guān)心的權(quán)衡點(diǎn)。通過(guò)配置拍賣也可以發(fā)現(xiàn)這些信息,而且馬士基已經(jīng)在使用先進(jìn)的電子拍賣,進(jìn)行合同招標(biāo)。

但拉爾森表示,單純參考“最佳價(jià)格”的拍賣可能無(wú)法發(fā)現(xiàn)其他優(yōu)惠條件,比如交貨時(shí)間和支付條款等。因此,他認(rèn)為,你可能得到的是最低成本,但并非最高整體價(jià)值,而且有些公司可能會(huì)放棄單純參考價(jià)格的拍賣,盡管按照其他合同條款他們實(shí)際上能夠提供更好的服務(wù)。馬士基試用Pactum的一個(gè)目標(biāo)是確定使用談判是否比拍賣更有效。(財(cái)富中文網(wǎng))

翻譯:劉進(jìn)龍

審校:汪皓

永不妥協(xié)。

這是美國(guó)聯(lián)邦調(diào)查局(FBI)的前談判專家克里斯·沃斯宣傳的談判格言之一。他是全世界知名度最高的談判策略專家之一。(一方面,妥協(xié)會(huì)增加雙方都不滿意的風(fēng)險(xiǎn)。)

沃斯總是說(shuō)他的談判策略源自心理學(xué),這意味著只要談判對(duì)手也是人類,他的談判策略就是有效的。

但孟山都(Monsanto)公司旗下的數(shù)字農(nóng)業(yè)部門——?dú)夂蚬荆–limate Corporation)的商務(wù)總監(jiān)馬丁·蘭德在學(xué)習(xí)沃斯等人在哈佛商學(xué)院(Harvard Business School)開(kāi)設(shè)的著名談判大師課時(shí)受到啟發(fā),產(chǎn)生了至少將談判一方變成非人類的靈感。

于是,蘭德參與創(chuàng)建了Pactum,這家公司利用人工智能和聊天機(jī)器人界面,為一些大型跨國(guó)企業(yè)提供合同談判自動(dòng)化服務(wù),包括沃爾瑪(Walmart)和電子設(shè)備分銷商Wesco International等。貨運(yùn)巨頭馬士基集團(tuán)(Maersk Group)也在試用這款軟件。

這家位于加州山景城的公司在4月27日宣布再融資1,100萬(wàn)美元用于業(yè)務(wù)擴(kuò)張。該公司成立兩年,至今共獲得了1,500萬(wàn)美元風(fēng)險(xiǎn)投資。新一輪融資由倫敦風(fēng)險(xiǎn)投資公司Atomico領(lǐng)投,其經(jīng)營(yíng)者是瑞典億萬(wàn)富翁、Skype的聯(lián)合創(chuàng)始人尼古拉斯·曾斯特羅姆。蘭德此前曾經(jīng)在Skype擔(dān)任產(chǎn)品經(jīng)理。Pactum表示,作為融資協(xié)議的一部分,Atomico的合伙人本·布盧姆將加入公司董事會(huì)。位于柏林的風(fēng)險(xiǎn)投資公司Project A也參與了次輪融資。該公司此前曾經(jīng)投資Pactum。

除了曾斯特羅姆的Atomico以外,Pactum還吸引了“Skype黑手黨”其他主要成員的投資,他們都是該網(wǎng)絡(luò)通信軟件先驅(qū)的元老,現(xiàn)在已經(jīng)變成了杰出的科技投資者。來(lái)自歐洲的“Skype黑手黨”與美國(guó)的“PayPal黑手黨”有許多相似之處,后者的成員包括埃隆·馬斯克、彼得·蒂爾和里德·霍夫曼等。

參與Pactum本輪融資的“Skype黑手黨”成員包括前Skype工程師讓·塔林,他已經(jīng)成為許多人工智能和視頻游戲公司的主要投資者;Checkout. Com的首席技術(shù)官奧特·考克;金融科技公司TransferWise的聯(lián)合創(chuàng)始人及董事長(zhǎng)塔夫特·辛里庫(kù)斯;以及創(chuàng)業(yè)者兼投資人斯坦·塔姆基維。

Skype早期的工程團(tuán)隊(duì)位于愛(ài)沙尼亞,而那里也是蘭德和Pactum的其他聯(lián)合創(chuàng)始人卡斯帕爾·庫(kù)斯與克里斯蒂安·庫(kù)斯兩兄弟的祖國(guó)。卡斯帕爾曾經(jīng)為愛(ài)沙尼亞開(kāi)發(fā)了電子公民計(jì)劃??死锼沟侔材壳皳?dān)任Pactum公司的首席技術(shù)官。Pactum的工程和研發(fā)團(tuán)隊(duì)位于愛(ài)沙尼亞。

Pactum的用途是與大部分大公司的“長(zhǎng)尾”供應(yīng)商進(jìn)行合同談判。這些合同的價(jià)值不足以使這些大公司的談判團(tuán)隊(duì)耗費(fèi)精力,但所有合同加起來(lái)的規(guī)模也不容小覷。蘭德告訴《財(cái)富》雜志:“平均每家《財(cái)富》美國(guó)500強(qiáng)公司要為這種效率低下的長(zhǎng)尾合同交易談判花費(fèi)2.4億美元,而且人們無(wú)法重新談判。”

他表示,沃爾瑪?shù)却罂蛻敉ㄟ^(guò)使用公司的軟件Pactum與每一位供應(yīng)商進(jìn)行談判,可以提高利潤(rùn)2.8%至6.8%,有一家公司表示通過(guò)Pactum談判達(dá)成的合同每月額外增加了150萬(wàn)美元收入。蘭德稱,Pactum只有28名員工,但其去年的收入?yún)s增長(zhǎng)了超過(guò)10倍。他說(shuō)公司計(jì)劃未來(lái)六個(gè)月將團(tuán)隊(duì)規(guī)模擴(kuò)大一倍。

Pactum向客戶收取每次概念驗(yàn)證費(fèi)用25,000美元。如果客戶選擇全面部署該軟件,Pactum通過(guò)兩種方式提供軟件許可:簽署三年合同每年收費(fèi)12萬(wàn)美元,另加使用該系統(tǒng)第一年帶來(lái)的收益的25%,年度許可費(fèi)可以從收益中扣除,或者支付12萬(wàn)美元年度許可費(fèi),每次談判成功收費(fèi)600至6,500美元不等。

一家公司在使用Pactum的軟件時(shí),需要與Pactum的人類談判專家合作回答一系列問(wèn)題,這些問(wèn)題將確定Pactum軟件的談判目標(biāo):公司對(duì)于價(jià)格、交貨、支付日期和質(zhì)量保證方面希望提出怎樣的條件?公司在理想情況下希望達(dá)到其他哪些條款和條件?軟件還需要知道公司愿意在哪些方面考慮折中方案,以及公司不會(huì)跨越的紅線等。在確定了大公司重視的條件以及軟件能夠做出讓步的范圍之后,Pactum的軟件會(huì)通過(guò)聊天機(jī)器人界面與供應(yīng)商進(jìn)行談判。它會(huì)提出一系列問(wèn)題,促使對(duì)方說(shuō)出其首選的條件。然后,該軟件會(huì)嘗試找到一種可以將大公司的總體價(jià)值最大化的解決方案,同時(shí)盡量讓供應(yīng)商滿意。

在談判過(guò)程中,聊天機(jī)器人甚至?xí)褂梦炙固岢龅囊恍┗谛睦韺W(xué)的談判策略,例如重復(fù)對(duì)方說(shuō)過(guò)的話,讓對(duì)方感覺(jué)到有人在傾聽(tīng)等。蘭德說(shuō):“系統(tǒng)會(huì)學(xué)習(xí)人類的談判方式。它會(huì)嘗試不同談判策略和戰(zhàn)術(shù),每次談判之后它都會(huì)變得越來(lái)越好?!?/p>

該系統(tǒng)唯一的缺點(diǎn)是它不是人類,所以有時(shí)候其自然語(yǔ)言處理系統(tǒng)無(wú)法理解一些細(xì)微差別。有些承包商對(duì)于大公司讓他們與一個(gè)聊天機(jī)器人談判的做法感到不滿。一方面,這意味著供應(yīng)商不能指望通過(guò)邀請(qǐng)采購(gòu)經(jīng)理美餐一頓或者打一場(chǎng)高爾夫,就能夠達(dá)成更有益于自身的交易。

但蘭德指出,由于許多供應(yīng)商規(guī)模太小,在與人類高管談判時(shí),往往很難引起對(duì)方有意義的關(guān)注,因此到目前為止,許多供應(yīng)商表示,與之前和大公司的談判相比,現(xiàn)在與聊天機(jī)器人談判更有意義,讓他們感覺(jué)自己的話得到了更多的“傾聽(tīng)”。

馬士基的數(shù)字采購(gòu)總監(jiān)、《采購(gòu)電子拍賣實(shí)用指南》(A Practical Guide to E-Auctions for Procurement)一書的作者雅各布·戈姆·拉爾森稱,馬士基正在計(jì)劃測(cè)試Pactum的軟件能否與供應(yīng)商同步談判以增加拍賣,將其作為公路貨運(yùn)或小額項(xiàng)目的承包方式。他表示,他認(rèn)為Pactum尤其在競(jìng)爭(zhēng)性較低的領(lǐng)域大有用處,例如一次性合同的“現(xiàn)場(chǎng)”談判,這些合同涉及的項(xiàng)目和服務(wù)不值得人類談判團(tuán)隊(duì)付出時(shí)間和精力。

拉爾森稱,Pactum的談判方式主要優(yōu)勢(shì)之一是,通過(guò)聊天機(jī)器人提出問(wèn)題,使客戶只可以在給出的方案中作出選擇,這個(gè)系統(tǒng)能夠更好地描繪雙方的“價(jià)值函數(shù)”,抓住雙方關(guān)心的權(quán)衡點(diǎn)。通過(guò)配置拍賣也可以發(fā)現(xiàn)這些信息,而且馬士基已經(jīng)在使用先進(jìn)的電子拍賣,進(jìn)行合同招標(biāo)。

但拉爾森表示,單純參考“最佳價(jià)格”的拍賣可能無(wú)法發(fā)現(xiàn)其他優(yōu)惠條件,比如交貨時(shí)間和支付條款等。因此,他認(rèn)為,你可能得到的是最低成本,但并非最高整體價(jià)值,而且有些公司可能會(huì)放棄單純參考價(jià)格的拍賣,盡管按照其他合同條款他們實(shí)際上能夠提供更好的服務(wù)。馬士基試用Pactum的一個(gè)目標(biāo)是確定使用談判是否比拍賣更有效。(財(cái)富中文網(wǎng))

翻譯:劉進(jìn)龍

審校:汪皓

Never split the difference.

That’s one of the negotiating dictums promulgated by Chris Voss, a former FBI negotiator who has become one of the world’s best known experts on bargaining tactics. (Splitting the difference, for one thing, increases the risk of both parties being dissatisfied.)

Voss always says his negotiating strategies are rooted in psychology, meaning they’ll work as long as the other side in a bargaining session is human.

But it was studying under Voss and others on Harvard Business School’s famed negotiation master’s course that inspired Martin Rand, a former commercial director at Monsanto’s digital agriculture division, Climate Corporation, to try to take the human out of at least one side of the equation.

Rand went on to cofound Pactum, a company that uses artificial intelligence and a chatbot interface to automate contract negotiations for some of the world’s largest corporations, including Walmart and electrical equipment distributor Wesco International. Shipping giant Maersk Group is also trialing the software.

April 27, the company, which is based in Mountain View, Calif., announced it has raised another $11 million to fund its expansion, bringing to $15 million the total amount of venture capital that the two-year-old startup has raised to date. The new funding round was led by Atomico, the London-based venture capital firm run by Niklas Zennstr?m, the Swedish billionaire cofounder of Skype. Rand had been a product manager at Skype earlier in his career. Atomico partner Ben Blume is joining Pactum’s board as part of the deal, Pactum said. Berlin-based venture capital firm Project A, which had previously invested in Pactum, also participated in the funding round.

In addition to Zennstr?m’s Atomico, Pactum has attracted funding from other key members of the “Skype mafia,” veterans of the voice-over-Internet software pioneer, who have since become prominent tech investors. They are Europe’s closest equivalent to America’s “PayPal mafia,” whose members include Elon Musk, Peter Thiel, and Reid Hoffman.

Among the Skype mafia investing in the new funding round for Pactum are Jaan Tallinn, the former Skype engineer who has become a leading investor in many A.I. and video gaming companies; Ott Kaukver, the chief technology officer of Checkout.com; Taavet Hinrikus, the cofounder and chairman of fintech company TransferWise; and entrepreneur and investor Sten Tamkivi.

Skype’s original engineering team was based in Estonia, and Rand is a native of the country as are his Pactum cofounders, Kaspar Korjus, who developed Estonia’s e-Residency program, and his brother Kristjan Korjus, who is Pactum’s chief technology officer. Pactum has engineering and R&D offices in the country.

Pactum is designed to take on contract negotiations with the “l(fā)ong tail” of suppliers and vendors that most large corporations have. These are contracts that are not high-value enough to warrant much, if any, attention from a big company’s negotiation teams but which collectively add up to significant money. “The average Fortune 500 company has $240 million locked in inefficient deals in that long tail that people can’t renegotiate,” Rand tells Fortune.

He says that by using the company’s software, a large customer like Walmart has been able to gain 2.8% to 6.8% in profitability from each supplier deal Pactum negotiates, with one company seeing additional $1.5 million come in monthly on these contracts, Rand says. He says Pactum has just 28 employees but has seen its revenues grow more than 10 times over in the past year. He says the company plans to double its team within the next six months.

Pactum charges its customers $25,000 for a proof of concept. For full deployments, it licenses its software in one of two ways: either $120,000 annually for a three-year contract plus 25% of the first-year gains seen from using the system, with the annual license fee deducted from that cut, or $120,000 for an annual license and then a fee of $600 to $6,500 per successful negotiation.

When a corporation uses Pactum’s software, it works with human negotiation experts from Pactum to answer a series of questions that will set the bargaining targets for Pactum’s software: What terms does the company want for price, delivery, payment dates, and quality guarantees?What other terms and conditions does it ideally want to achieve? The system also needs to know what tradeoffs the company is willing to make among these variables as well as any red lines that the company cannot cross. Having established what the large corporation values and what scope the software will have to make concessions, Pactum’s software then uses a chatbot interface to conduct negotiations with the suppliers. It asks a series of questions that prompt the other side to reveal its preferences. It then seeks to find the solution that will maximize the overall value for the large corporation, while trying to give the vendor a satisfactory deal too.

In the back-and-forth, the chatbot even incorporates some of the psychology-based tactics Voss advocates, such as mirroring back to a person what they’ve just said so that they feel listened to. “The system learns how people negotiate,” Rand says. “It tries different strategies and tactics and gets better with each subsequent negotiation.”

The only downside of the system is that it isn't a human, so there may be times when its natural language processing system won't understand a particular nuance. And some contractors may be offended that the large corporation has left them to negotiate with a chatbot. For one thing, it means a vendor can't hope to cut a better deal by taking the purchasing manager out for a fancy dinner or inviting them for a round of golf.

But given that many of these vendors or suppliers were too small to have garnered much meaningful attention from a human executive on the other side of the table in the first place, Rand says that in Pactum's experience so far, some vendors say they actually feel more "heard" and had a more meaningful negotiation with the bot than they ever had with the company previously.

Jacob Gorm Larsen, the head of digital procurement at Maersk and author of the book A Practical Guide to E-Auctions for Procurement, says his company is currently planning to test Pactum’s software to see if conducting multiple simultaneous negotiations with suppliers could augment auctions as a way of contracting for things such as inland freight transportation or small capital projects. He says he thinks Pactum will be particularly useful in areas that are not particularly competitive, such as “spot” negotiations—one-off contracts for projects or services that would never be worth the time and effort of a human negotiating team.

One of the main advantages of Pactum’s approach to negotiations, Larsen says, is that by asking questions through the chatbot that force a customer to choose between alternatives, the system can build up a much better picture of both sides’ “value function,” the graph of tradeoffs they care about. Auctions can also be configured to reveal some of this information, and Maersk already uses sophisticated e-auctions to do this when it is putting out contracts for bid.

But, Larsen says, a simple “best price” auction won’t uncover much about other preferences such as delivery times and payment terms. As a result, you may get the lowest cost but not the best overall value, he says, and some parties might drop out of an auction conducted solely on price that could have actually provided better service on other contract terms. One of the goals of the pilot Maersk hopes to conduct with Pactum is to see when it might be more useful to use negotiations rather than auctions.

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