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Going Once, Going Twice

Sold! Whether you're buying or selling stock, the IPO auction may be the best way for you to get a fair deal.

This story appears in the June 2001 issue of Entrepreneur. Subscribe »

I should have known there would be trouble when the Gen X and Gen Y intelligentsia were proclaiming that the run-ups in the prices of technology IPOs were actually "branding events" for those companies. Where are those brands now?

The fact is, an IPO is no more than a capital markets event. The danger you'll run into thinking otherwise is aptly demonstrated by the case of Versata Inc., an e-commerce "provider of software and services that automate the development, deployment and change management of transaction-intensive, process-oriented e-business applications." Whatever.

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