Willie the Wildcat is the mascot for Northwestern University in Evanston, Ill.

Is Purple Pricing ready for the big time? The dynamic ticketing system created by two economics professors at Northwestern University (Evanston, Ill.) is about to tackle its biggest challenge yet — Big Ten Football.

“The basketball thing was just a trial,” said professor Jeffrey Ely who, with the help of a colleague, created Purple Pricing, a Dutch-auction style pricing system that moves t...


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