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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 andGen Y intelligentsia were proclaiming that the run-ups in theprices 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. Thedanger you'll run into thinking otherwise is aptly demonstratedby the case of Versata Inc., an e-commerce "provider ofsoftware and services that automate the development, deployment andchange management of transaction-intensive, process-orientede-business applications." Whatever.

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