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Empirical studies show that discrimination by identity found in offline markets also prevails online. This paper reveal that in a competitive market, buyers that intend to discriminate exist but they are prevented from influencing the market outcome. To this end, we construct a field experiment on eBay, where half of the sellers disclose their names in their usernames while the other half do not. eBay, however, automatically discloses the seller's names to the buyer after the auction. In the anonymous auctions, winning bidders thus learn the identity of the seller after the auction ends, and here we find buyers to discriminate against sellers with foreign-sounding names by leaving them feedback less often. However, there is no such discrimination in feedback provision when the seller name was known to the buyer before the auction. When bidders know the names of the sellers, the bidders with animus towards individuals with specific names can select out of auctions from these sellers, leaving winners that do not discriminate. One would expect that the auctions of for example sellers with foreign-sounding names would receive fewer bidders and thus lower auction prices. However, we observe no such differences: there are no statistically significant differences in the number of bids or auction prices received by sellers with foreign or domestic sounding names.

Introduction: Swedish furniture companies have been quite successful in many parts of the world recently, with IKEA being a famous example of that. Meanwhile, Vietnam has one of the fastest-growing economies in South East Asia. However, there has not been any Swedish furniture company established on the Vietnamese market so far. Therefore, it would be useful to see if the Vietnamese furniture consumers would appreciate Swedish furniture, in order to analyze whether Swedish furniture companies could have success in Vietnam as well. Purpose: To study (1) How Vietnamese furniture consumers perceive the typical product values of Swedish furniture and (2) Analyze the potential for establishing Swedish furniture companies on the Vietnamese market. Methodology: Interviews, survey and secondary data. Findings and Analysis: The findings show that Vietnamese furniture consumers would generally appreciate Swedish furniture product values. Although the consumers do not recognize Sweden or Scandinavia as a furniture country or region, their preferences shown in furniture characteristics imply a increasingly positive attitude towards typical Swedish furniture product values. Conclusion and Recommendations: Due to the appreciation of Swedish typical product values, the potential for establishing Swedish furniture companies could be regarded as considerable in terms of product values. It is thus recommended that Swedish furniture companies carry on with creating typical Swedish product values when they enter the Vietnamese market. Index words: Sweden, Vietnam, Furniture, Product Values, Consumer Perception