Studies of information systems1 have largely neglected, despite their great importance, such relevant information technologies as B2B online reverse auctions (ORAs).2 In an attempt to make up for this neglect, we provide an empirical application of the extent to which the IS discipline has the potential to become the reference discipline. Drawing from the IT artifact concept and the emergent perspective, we provide new lenses to investigate ORAs outcomes in a novel manner to the existing non-IS literature. We believe that systematic learning from the past accomplishments of the IS discipline, coupled with a dynamic multidisciplinary perspective, is the ideal means of charting a promising future for the discipline.