Standard ad messaging and conventional creative executions and placements are rapidly becoming outmoded. To win consumers' attention and trust, marketers must think less about what advertising says to its targets and more about what it does for them. Rather than conceive ad campaigns that hammer home a point, they must think about advertising-- as well as the offerings it promotes -- as a sustained and rewarding presence in consumers' lives.
Jeffrey F. Rayport
Senior Lecturer of Business Administration
Senior Lecturer of Business Administration
Jeffrey F. Rayport is a faculty member in the Entrepreneurial Management Unit at Harvard Business School, where he teaches in the School’s MBA and Executive Education Programs, and on HBS Online. His primary focus in teaching and research is on growth-stage technology ventures, and how to scale them.
Prior to HBS, Rayport was as an operating partner at Castanea Partners, a private equity firm specializing in retail and consumer brands. He was founder and CEO of Marketspace LLC, a digital advisory firm, and co-founder of Monitor Executive Development, a custom executive education business. He was a Senior Partner at Monitor Deloitte. Rayport was also a co-founder of several corporate universities, including at Omnicom Group, Bertelsmann AG, and Amgen.
Jeffrey F Rayport is a faculty member in the Entrepreneurial Management Unit at Harvard Business School, where he teaches in the School’s MBA and Executive Education Programs and on HBS Online. His primary focus in teaching and research is growth-stage technology ventures, and how to scale them.
Rayport was as an operating partner at Castanea Partners, a private equity firm specializing in retail and consumer brands. He was founder and CEO of Marketspace LLC, a digital advisory firm, and co-founder of Monitor Executive Development, a custom executive education business. He was a Senior Partner at Monitor Deloitte. Rayport was also a co-founder of several corporate universities, including at Omnicom Group, Bertelsmann, and Amgen.
Rayport began his career at HBS as a professor in the Marketing and Service Management units. While there, he developed the first MBA e-commerce course in the US, enrolling nearly a thousand students. In pursuing this research, Rayport authored over a hundred case studies, articles, and notes. Business plans written by students in his course gave rise to many start-ups, including Yahoo!
Prior to a leave from HBS, Rayport coined the term “viral marketing.” He was also voted Outstanding Professor for three years in a row by the HBS Students Association.
Rayport has published a series of leading graduate-level textbooks on e-commerce and online marketing with McGraw-Hill and also a bestseller with Harvard Business Review Press on reinventing service businesses for the digital age (Best Face Forward). He has been a contributor to Harvard Business Review and Bloomberg BusinessWeek, and his writing has appeared in CIO, Financial Times, Fast Company, Forbes, MarketWatch, McKinsey Quarterly, Strategy & Business, and MIT Technology Review.
He has served as a director of many public and private corporations, including AGENCY.com (NASDAQ:ACOM), Andrews McMeel Universal; Be Free (NASDAQ:BFRE); CBS MarketWatch (MKTW), CDP, Conversant (NASDAQ:CNVR); GSI Commerce (NASDAQ:GSIC), Hanley Wood; iCrossing, International Data Group; MediaMath; Linkwell Health; Monster Worldwide (NYSE:MWW); Receptiv; Resident; Shoprunner; and Valueclick (NASDAQ:VCLK). He is also a corporate director at The Inquirer and Mirror (the weekly newspaper of record on the Island of Nantucket, MA, which began publishing in 1821).
In his service on charitable boards, he has been a long-standing member of the Executive Committee of the Board of Trustees at the Peabody Essex Museum in Salem, MA; a member of the Board of Trustees at WGBH Educational Foundation in Boston, MA; a member of the Leadership Board at Beth Israel Deaconess Medical Center in Boston; and a member of the Board of Advisors at the Isabella Stewart Gardner Museum in Boston. He was also a founding board member at Hult International Business School in Boston, MA, and a long-time board chair at From the Top, the nation’s leading classical music radio show distributed across the US by more than 200 NPR stations. (He is also a Kentucky Colonel and an ordained minister in the State of California.)
Rayport earned an A.B. at Harvard College; an M.Phil. in International Relations at the University of Cambridge (U.K.); and an A.M. and Ph.D. in Business History at Harvard University.
- Featured Work
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Standard ad messaging and conventional creative executions and placements are rapidly becoming outmoded. To win consumers' attention and trust, marketers must think less about what advertising says to its targets and more about what it does for them. Rather than conceive ad campaigns that hammer home a point, they must think about advertising-- as well as the offerings it promotes -- as a sustained and rewarding presence in consumers' lives.
- Books
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- Rayport, Jeffrey F., and Bernard J. Jaworski. e-Commerce. New York, NY: McGraw-Hill/Irwin, 2001. View Details
- Rayport, Jeffrey F., and Bernard J. Jaworski. Introduction to e-Commerce. Boston, MA: McGraw-Hill/Irwin marketspaceU, 2002. View Details
- Rayport, Jeffrey F., and Bernard J. Jaworski. Cases in e-Commerce. Boston, MA: McGraw-Hill/Irwin marketspaceU, 2001. View Details
- Rayport, Jeffrey F., and Bernard J. Jaworski. Introduction to e-Commerce. 2nd ed. Boston, MA: McGraw-Hill/Irwin marketspaceU, 2004. View Details
- Rayport, Jeffrey F., and Bernard J. Jaworski. Best Face Forward: Why Companies Must Improve Their Service Interfaces With Customers. Boston, MA: Harvard Business School Press, 2005. View Details
- Journal Articles
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- Rayport, Jeffrey F., Davide Sola, and Martin Kupp. "The Overlooked Key to a Successful Scale-Up." Harvard Business Review (January–February 2023): 56–65. View Details
- Rayport, Jeffrey F., and Niall Murphy. "Amazon's AI Is Learning New Rules to Win for the Holidays: With Stressed Supply Chains and Changing Consumer Behaviors, the Holidays Are Likely to Accelerate Amazon's Advantage." Forbes.com (September 22, 2020). View Details
- Rayport, Jeffrey F. "Is Programmatic Advertising the Future of Marketing?" Harvard Business Review (website) (June 22, 2015). View Details
- Rayport, Jeffrey F. "Advertising's New Medium: Human Experience." Harvard Business Review 91, no. 3 (March 2013): 76–84. View Details
- Rayport, Jeffrey F. "Moving from Engagement to a Real Marriage of Brand and Customer." True (FleishmanHillard) (June 15, 2014). View Details
- Rayport, Jeffrey F. "Understanding Demand-Side Innovation." Nikkei BizTech, nos. 180-185 (Summer 2005). View Details
- Rayport, Jeffrey F. "It's Down to Two: Microsoft and Google." Bloomberg Businessweek Online (February 4, 2008). View Details
- Rayport, Jeffrey F. "Why the Wall Street Journal Online Will (Eventually) Go Free." Harvard Business Review Blogs (February 11, 2008). View Details
- Rayport, Jeffrey F. "Why Ballmer Bailed on Yahoo." Bloomberg Businessweek Online (May 10, 2008). View Details
- Rayport, Jeffrey F. "Can Anything Derail Google's Growth Engine?" Bloomberg Businessweek Online (October 27, 2008). View Details
- Rayport, Jeffrey F. "Cloud Computing is No Pipe Dream." Bloomberg Businessweek Online (December 9, 2008). View Details
- Rayport, Jeffrey F. "Why Online Ads Are Weathering the Recession." Bloomberg Businessweek Online (December 24, 2008). View Details
- Rayport, Jeffrey F. "Social Networks Are the New Web Portals." Bloomberg Businessweek Online (January 21, 2009). View Details
- Heyward, Andrew J., and Jeffrey F. Rayport. "Media Companies Need to Become Marketing Companies." Harvard Business Review Blogs (February 3, 2009). View Details
- Rayport, Jeffrey F. "Make Online Ads Accountable." Bloomberg Businessweek (February 16, 2009). View Details
- Rayport, Jeffrey F. "How Social Networks Are Changing Everything." Bloomberg Businessweek (May 6, 2009). View Details
- Rayport, Jeffrey F. "Cable TV vs. Cable Broadband." Bloomberg Businessweek Online (June 3, 2009). View Details
- Rayport, Jeffrey F. "The iPad Showdown: Apple Versus Comcast." Harvard Business Review Blogs (January 28, 2010). View Details
- Rayport, Jeffrey F. "Does Your Company Need a Digital Readiness Checklist?" Harvard Business Review Blogs (February 9, 2010). View Details
- Rayport, Jeffrey F. "Seven Social Transformations Unleashed by Mobile Devices." MIT Technology Review (website) (November 30, 2010). (Lead Article for November 2010: Technology Review’s month of articles focused on business impacts of mobile computing and mobile social networking.) View Details
- Rayport, Jeffrey F. "Facebook's New Golden Rule." Harvard Business Review Blogs (December 16, 2010). View Details
- Rayport, Jeffrey F. "The Miracle of Memphis." MIT Technology Review (website) (December 20, 2010). View Details
- Rayport, Jeffrey F. "What is Facebook, Really?" HBR Blog Network (February 2, 2011). View Details
- Rayport, Jeffrey F. "Google's Search Gold Mine Could Tap Out." Bloomberg Businessweek Online (February 13, 2011). View Details
- Rayport, Jeffrey F. "Technology Will Make Collaboration Your Next Competitive Advantage." MIT Technology Review (website) (March 1, 2011). (Lead Article: Guest Editor for March 2011, Technology Review’s month of articles on theme of Technology-Enabled Collaboration.) View Details
- Rayport, Jeffrey F. "Can We Finally Eradicate Bad Products?" Harvard Business Review Blogs (March 3, 2011). View Details
- Rayport, Jeffrey F. "The Virus of Marketing." Fast Company (December–January 1997), 68–69. View Details
- Leonard, D. A., and Jeffrey Rayport. "Spark Innovation Through Empathic Design." Harvard Business Review 75, no. 6 (November–December 1997): 102–113. (HBS Working Paper No. 97-606.) View Details
- Louie, D. L., and Jeffrey F. Rayport. "Amazon.com: Portrait of a Cybercorporation." Electronic Commerce Advisor (September–October 1997): 5–12. View Details
- Hagel, John, III, and Jeffrey F. Rayport. "The New Infomediaries." McKinsey Quarterly, no. 4 (1997): 54–70. View Details
- Hagel, John, III, and Jeffrey F. Rayport. "The Coming Battle for Customer Information." Harvard Business Review 75, no. 1 (January–February 1997): 53–65. View Details
- Rayport, Jeffrey F., and J. J. Sviokla. "Exploiting the Virtual Value Chain." Harvard Business Review 73, no. 6 (November–December 1995): 75–85. View Details
- Rayport, Jeffrey F., and J. J. Sviokla. "Managing in the Marketspace." Harvard Business Review 72, no. 6 (November–December 1994): 141–150. View Details
- Lodge, George C., and Jeffrey F. Rayport. "Knee-Deep and Rising: America's Recycling Crisis." Harvard Business Review 69, no. 5 (September–October 1991): 128–139. View Details
- Multimedia
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- "Angel City Football Club: A New Business Model for Women’s Sports." Cold Call (podcast), Harvard Business Review Group, August 20, 2024. (Interviewed by Brian Kenny.) View Details
- "Jeffrey Rayport on Product Market Fit, Profit Market Fit and Whiplash, and More." Lessons from a Startup Life (podcast), July 18, 2023. View Details
- "Why Some Start-Ups Fail to Scale." HBR IdeaCast (podcast), Harvard Business Review Group, December 13, 2022. View Details
- "TikTok: Super App or Supernova?" Cold Call (podcast), Harvard Business Review Group, November 30, 2021. (Interviewed by Brian Kenny.) View Details
- "Viral Marketing and Truth with Jeffrey Rayport." Tim Love's Discovering Truth Podcast, July 30, 2020. View Details
- "Riccardo Zacconi: Hitting the Sweet Spot." The Brave Ones, CNBC, January 6, 2020. (Interview.) View Details
- Rayport, Jeffrey F. "Can Gimlet Turn a Podcast Network Into a Disruptive Platform?" HBR Presents, October 1, 2019. View Details
- Rayport, Jeffrey F. "Customer Centricity: Easy to Talk About, Hard to Implement: 3 Keys to Closing the Gap Between the Theory and the Reality of Putting the Customer First." NRF.com (blog) (July 31, 2019). https://nrf.com/blog/customer-centricity-easy-talk-about-hard-implement. View Details
- Rayport, Jeffrey F. "3 Elements for Creating Extraordinary Retail Experiences." #130 Retail Gets Real Podcast, National Retail Federation, August 5, 2019. View Details
- "Can Miguel McKelvey Build the ‘Culture Operating System’ at WeWork?" Cold Call (podcast), Harvard Business Review Group, January 10, 2019. View Details
- "'Candy Crush' Was a Blockbuster; Can King Digital Capitalize?" Cold Call (podcast), Harvard Business Review Group, May 10, 2018. View Details
- "Marketing Viral com Jeffrey Rayport." Ajuste de Contas (Television program), Lisbon, Portugal, July 3, 2017. View Details
- Working Papers
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- Rayport, Jeffrey F., George C. Lodge, and Afroze Mohammed. "Global Friction Among Information Infrastructures." Harvard Business School Working Paper, No. 97-005, July 1996. View Details
- Lodge, George C., and J. F. Rayport. "Recycling Plastics: A Holistic View." Harvard Business School Working Paper, No. 91-041, January 1991. View Details
- Cases and Teaching Materials
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- Rayport, Jeffrey F., Jennifer Fonstad, and Nicole Tempest Keller. "Angel City Football Club: Scoring a New Model." Harvard Business School Case 824-192, March 2024. (Revised April 2024.) View Details
- Rayport, Jeffrey F., and George Gonzalez. "Supercell 2.0: Clash of Plans." Harvard Business School Case 824-180, March 2024. (Revised September 2024.) View Details
- Rayport, Jeffrey F., and Alexis Lefort. "Darktrace: Scaling Cybersecurity and AI (B)." Harvard Business School Supplement 824-179, March 2024. (Revised August 2024.) View Details
- Rayport, Jeffrey F., and Alexis Lefort. "Darktrace: Scaling Cybersecurity and AI (A)." Harvard Business School Case 824-092, March 2024. (Revised August 2024.) View Details
- Rayport, Jeffrey F., and Nicole Tempest Keller. "FIGS: Scrubbing the Status Quo." Harvard Business School Case 824-062, February 2024. View Details
- Sandino, Tatiana, Jeffrey Rayport, Samuel Grad, and Stacy Straaberg. "School of Rock: Tuning into Structured Empowerment (B)." Harvard Business School Supplement 124-044, January 2024. (Revised June 2024.) View Details
- Sandino, Tatiana, Jeffrey Rayport, Samuel Grad, and Stacy Straaberg. "School of Rock: Tuning into Structured Empowerment (A)." Harvard Business School Case 124-043, January 2024. (Revised June 2024.) View Details
- Rayport, Jeffrey F., Nicole Tempest Keller, and Kyung Keun Park. "Cobalt Robotics: Scaling Workplace Robotics." Harvard Business School Case 823-096, January 2023. (Revised April 2023.) View Details
- Rayport, Jeffrey F., Jennifer Fonstad, and Nicole Tempest Keller. "OhmConnect: Energizing the Future." Harvard Business School Case 823-065, January 2023. (Revised December 2023.) View Details
- Rayport, Jeffrey F., and Thomas O. Jones. "Anomalie (C) – An Interview with Leslie Voorhees." Harvard Business School Supplement 822-126, March 2022. View Details
- Rayport, Jeffrey F., Stacy Straaberg, and Julia Kelley. "Perch." Harvard Business School Case 822-087, March 2022. (Revised December 2022.) View Details
- Rayport, Jeffrey F., Dan Maher, and Dan O'Brien. "TikTok in 2020: Super App or Supernova? (Abridged)." Harvard Business School Case 822-112, February 2022. (Revised February 2023.) View Details
- Rayport, Jeffrey F., Tom Quinn, Amram Migdal, and Susie Ma. "Seeding and Selling Asana." Harvard Business School Teaching Note 822-071, November 2021. View Details
- Rayport, Jeffrey F., and Thomas O. Jones. "Anomalie (B)." Harvard Business School Supplement 821-096, May 2021. View Details
- Rayport, Jeffrey F., Manny de Zarraga, and Eric Levine. "Hotwire.com: Navigating Through Turbulence." Harvard Business School Case 821-084, March 2021. (Revised August 2024.) View Details
- Rayport, Jeffrey F., Susie Ma, and Amram Migdal. "Seeding and Selling Asana." Harvard Business School Case 821-054, March 2021. (Revised August 2022.) View Details
- Rayport, Jeffrey F., and Thomas O. Jones. "Resident." Harvard Business School Case 821-090, March 2021. (Revised July 2021.) View Details
- Rayport, Jeffrey F., and James Barnett. "Founders Factory." Harvard Business School Case 821-009, March 2021. View Details
- Rayport, Jeffrey F., Max Mailman, and Sarah Ascherman. "Codecademy: Where to Next?" Harvard Business School Case 821-093, April 2021. View Details
- Rayport, Jeffrey F., Avani Patel, Samantha Lin, and Ariel Yang. "Shopify: The Conquest for Chinese E-Commerce." Harvard Business School Case 821-081, February 2021. (Revised April 2024.) View Details
- Rayport, Jeffrey F., Dan Maher, and Dan O'Brien. "TikTok in 2020: Super App or Supernova?" Harvard Business School Case 821-087, February 2021. (Revised March 2022.) View Details
- Rayport, Jeffrey, and John J. Lafkas. "Leading the Charge: A Podcase about Product Management at Opower." Harvard Business Publishing Podcase, HBS No. 7223, 2020. Audio. View Details
- Rayport, Jeffrey F., Thomas O. Jones, and Jeff Huizinga. "Scaling Nextdoor." Harvard Business School Case 820-097, March 2020. (Revised June 2023.) View Details
- Rayport, Jeffrey F., and Olivia Hull. "Voi Technology." Harvard Business School Case 820-099, March 2020. View Details
- Rayport, Jeffrey F., and Thomas O. Jones. "Anomalie." Harvard Business School Case 820-100, February 2020. (Revised August 2022.) View Details
- Rayport, Jeffrey F., Spencer Rascoff, and George Gonzalez. "GOAT Group: Jordans, Yeezys, and the Global Secondary Sneaker Market." Harvard Business School Case 820-060, November 2019. (Revised October 2022.) View Details
- Applegate, Lynda M., Jeffrey F. Rayport, and Julia Kelley. "Collibra." Harvard Business School Case 820-013, November 2019. (Revised May 2020.) View Details
- Rayport, Jeffrey F., Spencer Rascoff, and Susie L. Ma. "TripAdvisor: An Itinerary for Growth." Harvard Business School Case 820-039, November 2019. (Revised September 2022.) View Details
- Bussgang, Jeffrey J., Jeffrey F. Rayport, and Olivia Hull. "Delivering the Goods at Shippo." Harvard Business School Case 817-065, January 2017. (Revised October 2021.) View Details
- Rangan, V. Kasturi, and Jeffrey F. Rayport. "Peabody Essex Museum: What Next?" Harvard Business School Case 520-009, July 2019. (Revised August 2020.) View Details
- Rayport, Jeffrey F., Susie L. Ma, and Matthew G. Preble. "Wayfair." Harvard Business School Case 819-045, April 2019. (Revised April 2021.) View Details
- Rayport, Jeffrey F., and Thomas O. Jones. "Nectar (C)." Harvard Business School Supplement 819-107, February 2019. (Revised July 2020.) View Details
- Rayport, Jeffrey F., and Matthew G. Preble. "ThirdLove." Harvard Business School Case 819-061, February 2019. (Revised December 2019.) View Details
- Rayport, Jeffrey F., Julia Kelley, and Nathaniel Schwalb. "The Powers That Be (Internet Edition): Google, Apple, Facebook, Amazon, and Microsoft." Harvard Business School Case 818-111, May 2018. (Revised February 2019.) View Details
- Rayport, Jeffrey F., Sarah Gulick, and Matthew G. Preble. "WeWork." Harvard Business School Case 818-101, April 2018. (Revised January 2019.) View Details
- Rayport, Jeffrey F., and Matthew G. Preble. "Chewy.com (A)." Harvard Business School Case 818-079, March 2018. (Revised September 2019.) View Details
- Rayport, Jeffrey F., and Matthew G. Preble. "Chewy.com (B)." Harvard Business School Supplement 818-105, March 2018. View Details
- Rayport, Jeffrey F., and Thomas O. Jones. "Nectar (B)." Harvard Business School Supplement 818-113, March 2018. (Revised April 2018.) View Details
- Rayport, Jeffrey F., and Thomas O. Jones. "Nectar (A)." Harvard Business School Case 818-112, March 2018. (Revised July 2020.) View Details
- Rayport, Jeffrey F., and Matthew G. Preble. "Scaling Swagbucks (B)." Harvard Business School Supplement 818-071, January 2018. View Details
- Rayport, Jeffrey F., and Matthew G. Preble. "Scaling Swagbucks (A)." Harvard Business School Case 818-070, January 2018. View Details
- Rayport, Jeffrey F., Davide Sola, Federica Gabrieli, and Elena Corsi. "King Digital Entertainment." Harvard Business School Case 817-117, April 2017. (Revised May 2022.) View Details
- Rayport, Jeffrey F., and Matthew G. Preble. "Swagbucks." Harvard Business School Case 817-068, March 2017. View Details
- Rayport, Jeffrey, and Annelena Lobb. "OpenNotes." Harvard Business School Case 817-080, March 2017. (Revised March 2017.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "Amazon.com (C)." Harvard Business School Case 901-021, February 2001. (Revised November 2009.) View Details
- Rayport, Jeffrey F., Dickson Louie, and William A. Sahlman. "Amazon.com (D)." Harvard Business School Case 901-022, February 2001. (Revised November 2009.) View Details
- Rayport, Jeffrey F., Dickson Louie, and William A. Sahlman. "(TN) Amazon.com (A), (B), (C), and (D)." Harvard Business School Teaching Note 901-025, April 2001. (Revised November 2009.) View Details
- Rayport, Jeffrey F., Alvin J. Silk, Lisa Klein Pearo, and Thomas A. Gerace. "Virtual Vineyards." Harvard Business School Case 396-264, April 1996. (Revised April 2004.) View Details
- Rayport, Jeffrey F., Marco Iansiti, Myra M. Hart, William W Chan, and Find Findsen. "Motive Communications." Harvard Business School Case 699-157, April 1999. (Revised October 2001.) View Details
- Rayport, Jeffrey F., Goutam Challagalla, and William A. Sahlman. "Barnesandnoble.com (A), (B), and (C) TN." Harvard Business School Teaching Note 901-026, April 2001. View Details
- Rayport, Jeffrey F., Steven Silverman, and William A. Sahlman. "PlanetAll TN." Harvard Business School Teaching Note 901-027, April 2001. View Details
- Rayport, Jeffrey F., Steven Silverman, and William A. Sahlman. "Microsoft Carpoint." Harvard Business School Teaching Note 901-028, April 2001. View Details
- Rayport, Jeffrey F., Elliot N. Maltz, and William A. Sahlman. "Egghead.com TN." Harvard Business School Teaching Note 901-029, April 2001. View Details
- Rayport, Jeffrey F., Elliot N. Maltz, and William A. Sahlman. "Virtual Vineyards TN." Harvard Business School Teaching Note 901-030, April 2001. View Details
- Rayport, Jeffrey F., Goutam Challagalla, and William A. Sahlman. "Weather Services Corporation TN." Harvard Business School Teaching Note 901-031, April 2001. View Details
- Rayport, Jeffrey F., Rafi Mohammed, and William A. Sahlman. "Streamline (A) and (B) TN." Harvard Business School Teaching Note 901-032, April 2001. View Details
- Rayport, Jeffrey F., Michelle Toth, and William A. Sahlman. "first direct (A) TN." Harvard Business School Teaching Note 901-033, April 2001. View Details
- Rayport, Jeffrey F., Elliot N. Maltz, and William A. Sahlman. "QVC, Inc. TN." Harvard Business School Teaching Note 901-034, April 2001. View Details
- Rayport, Jeffrey F., Leo Griffin, Yannis Dosios, and William A. Sahlman. "Frontgate Catalog TN." Harvard Business School Teaching Note 901-035, April 2001. View Details
- Rayport, Jeffrey F., Dickson Louie, and William A. Sahlman. "Monster.com TN." Harvard Business School Teaching Note 901-036, April 2001. View Details
- Rayport, Jeffrey F., Goutam Challagalla, and William A. Sahlman. "iQVC (A) and (B) TN." Harvard Business School Teaching Note 901-037, April 2001. View Details
- Rayport, Jeffrey F., Elliot N. Maltz, and William A. Sahlman. "Marshall Industries TN." Harvard Business School Teaching Note 901-038, April 2001. View Details
- Rayport, Jeffrey F., Steven Silverman, and William A. Sahlman. "MindSpring TN." Harvard Business School Teaching Note 901-039, April 2001. View Details
- Rayport, Jeffrey F., Elliot N. Maltz, and William A. Sahlman. "The New York Times Electronic Media Company (A) and (B)." Harvard Business School Teaching Note 901-040, April 2001. View Details
- Rayport, Jeffrey F., Elliot N. Maltz, and William A. Sahlman. "CBS Evening News TN." Harvard Business School Teaching Note 901-041, April 2001. View Details
- Rayport, Jeffrey F., Dickson Louie, and William A. Sahlman. "CBS MarketWatch TN." Harvard Business School Teaching Note 901-042, April 2001. View Details
- Rayport, Jeffrey F., Joseph Keough, and Cathy Olofson. "MindSpring." Harvard Business School Case 899-178, January 1999. (Revised March 2001.) View Details
- Rayport, Jeffrey F., and Cathy Olofson. "Marshall Industries." Harvard Business School Case 899-239, May 1999. (Revised March 2001.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "barnesandnoble.com (A)." Harvard Business School Case 898-082, March 1998. (Revised February 2001.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "Amazon.com (B)." Harvard Business School Case 898-084, April 1998. (Revised February 2001.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "The New York Times Electronic Media Company." Harvard Business School Case 897-051, March 1997. (Revised February 2001.) View Details
- Rayport, Jeffrey F., Dickson Louie, Michelle Toth, and Carrie Ardito. "CBS Evening News." Harvard Business School Case 898-086, April 1998. (Revised February 2001.) View Details
- Rayport, Jeffrey F., Michelle Toth, and Carrie Ardito. "PlanetAll." Harvard Business School Case 898-105, March 1998. (Revised February 2001.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "Streamline (B)." Harvard Business School Case 800-301, February 2000. (Revised February 2001.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "CBS MarketWatch." Harvard Business School Case 801-175, September 2000. (Revised February 2001.) View Details
- Rayport, Jeffrey F., Dickson Louie, and William A. Sahlman. "BarnesandNoble.com (B)." Harvard Business School Case 901-023, February 2001. View Details
- Rayport, Jeffrey F., Dickson Louie, and William A. Sahlman. "BarnesandNoble.com (C)." Harvard Business School Case 901-024, February 2001. View Details
- Rayport, Jeffrey F., and Dickson Louie. "Streamline (A)." Harvard Business School Case 897-124, March 1997. (Revised October 2000.) View Details
- Rayport, Jeffrey F., Avnish S. Bajaj, Steffan Haithcox, and Michael V. Kadyan. "Microsoft CarPoint." Harvard Business School Case 898-280, June 1998. (Revised August 2000.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "Monster.com." Harvard Business School Case 801-145, August 2000. View Details
- Rayport, Jeffrey F., and Mary Connor. "Wildfire Communications, Inc. (A)." Harvard Business School Case 396-305, March 1996. (Revised August 2000.) View Details
- Knoop, Carin-Isabel, Jeffrey F. Rayport, and Cate Reavis. "RCA Records: The Digital Revolution TN." Harvard Business School Teaching Note 800-112, March 2000. View Details
- Rayport, Jeffrey F., Jeremy Dann, and Robert C Schmults. "Egghead.com." Harvard Business School Case 898-283, June 1998. (Revised January 2000.) View Details
- Rayport, Jeffrey F., and Jamie O'Connell. "Wildfire Communications Inc. (B)." Harvard Business School Case 396-306, March 1996. (Revised November 1999.) View Details
- Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. "RCA Records: The Digital Revolution." Harvard Business School Case 800-014, August 1999. (Revised October 1999.) View Details
- Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. Disney's "The Lion King" (A), (B), and (C) TN. Harvard Business School Teaching Note 899-098, January 1999. View Details
- Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. Disney's "The Lion King" (A): The $2 Billion Movie. Harvard Business School Case 899-041, August 1998. (Revised October 1998.) View Details
- Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. Disney's "The Lion King" (B): The Synergy Group. Harvard Business School Case 899-042, August 1998. (Revised October 1998.) View Details
- Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. Disney's "The Lion King" (C): Repeat Performance? Harvard Business School Case 899-043, August 1998. (Revised October 1998.) View Details
- Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. "Selling Books Online in Mid-1998." Harvard Business School Background Note 899-038, August 1998. View Details
- Rayport, Jeffrey F., and Dickson Louie. "iQVC (A): www.qvc.com." Harvard Business School Case 897-123, March 1997. (Revised April 1998.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "first direct (A)." Harvard Business School Case 897-079, February 1997. (Revised April 1998.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "Amazon.com (A)." Harvard Business School Case 897-128, March 1997. (Revised April 1998.) View Details
- Rayport, Jeffrey F., and Jamie O'Connell. "Wildfire Communications, Inc. (D)." Harvard Business School Case 898-149, December 1997. (Revised April 1998.) View Details
- Rayport, Jeffrey F. "Geffen Records." Harvard Business School Case 898-234, April 1998. View Details
- Rayport, Jeffrey F., Carrie Ardito, and Dickson Louie. "E! Online (A): www.eonline.com." Harvard Business School Case 898-010, April 1998. View Details
- Rayport, Jeffrey F., and Dickson Louie. "LifeSavers Company: www.candystand.com." Harvard Business School Case 898-099, February 1998. (Revised April 1998.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "E! Online (B)." Harvard Business School Case 898-224, April 1998. View Details
- Rayport, Jeffrey F., and Michelle Toth. "Launch." Harvard Business School Case 898-079, March 1998. View Details
- Rayport, Jeffrey F., and Carrie Ardito. "Frontgate Catalog." Harvard Business School Case 898-080, January 1998. View Details
- Rayport, Jeffrey F., and Leonard A. Schlesinger. "Marketspace Bookmall Competition." Harvard Business School Background Note 898-167, January 1998. View Details
- Rayport, Jeffrey F., and Dickson Louie. "Day in the Life of The New York Times on the Web, A." Harvard Business School Background Note 897-125, February 1997. (Revised January 1998.) View Details
- Rayport, Jeffrey F., Mary Connor, and Thomas A. Gerace. "Weather Services Corporation." Harvard Business School Case 396-052, October 1995. (Revised January 1998.) View Details
- Rayport, Jeffrey F., and Thomas A. Gerace. "Encyclopaedia Britannica (A)." Harvard Business School Case 396-051, August 1995. (Revised December 1997.) View Details
- Rayport, Jeffrey F., Michael A. Iannuccillo, Gary A. Mullin, and Yuri D. Shoshan. "VocalTec Communications Ltd. (A)." Harvard Business School Case 396-383, June 1996. (Revised December 1997.) View Details
- Rayport, Jeffrey F. "Wildfire Communications, Inc. (C)." Harvard Business School Case 898-148, December 1997. View Details
- Rayport, Jeffrey F., and Steven M. Salzinger. "TV Guide (B)." Harvard Business School Case 395-032, January 1995. (Revised September 1997.) View Details
- Rayport, Jeffrey F., and Steven M. Salzinger. "TV Guide (A)." Harvard Business School Case 395-031, November 1994. (Revised August 1997.) View Details
- Rayport, Jeffrey F., and Dickson Louie. "QVC, Inc." Harvard Business School Case 897-050, September 1996. (Revised June 1997.) View Details
- Lodge, George C., Jeffrey F. Rayport, Thomas A. Gerace, and Afroze A Mohammed. "The National Information Infrastructure (A): The United States in Perspective." Harvard Business School Background Note 396-111, October 1995. (Revised March 1997.) View Details
- Rayport, Jeffrey F., and Whitney Bower. "Information on a SilverPlatter." Harvard Business School Case 395-136, March 1995. (Revised March 1997.) View Details
- Rayport, Jeffrey F., and Andrew Sinwell. "US WEST, Inc.: Building the Information Infrastructure." Harvard Business School Case 395-159, February 1995. (Revised February 1997.) View Details
- Rayport, Jeffrey F., Mary E. Callahan, Don Bramley, Katie King, and Hilary Nicholas. "Steamboat Ski & Resort Corporation." Harvard Business School Case 395-019, July 1994. (Revised January 1997.) View Details
- Rayport, Jeffrey F., and Bill McIntosh. "Digital Ink (A)." Harvard Business School Case 396-273, April 1996. View Details
- Lodge, George C., Jeffrey F. Rayport, Thomas A. Gerace, and Afroze A Mohammed. "National Information Infrastructure (B): A Comparison of Public Policy in Japan and the United States." Harvard Business School Background Note 396-175, November 1995. View Details
- Loveman, Gary W., Jeffrey F. Rayport, and Jamie O'Connell. "Pro CD." Harvard Business School Case 396-029, October 1995. View Details
- Rayport, Jeffrey F., and Elizabeth B. Glass. "The TV-Home Shopping Wars: QVC and Its Competitors." Harvard Business School Case 395-014, August 1994. (Revised June 1995.) View Details
- Gentile, Mary C., Jeffrey F. Rayport, and Sarah Gant. "Miami Herald Publishing Company, The." Harvard Business School Case 395-022, September 1994. (Revised February 1995.) View Details
- Rayport, Jeffrey F. "ABRY Communications (B)." Harvard Business School Case 395-095, October 1994. View Details
- Rayport, Jeffrey F. "ABRY Communications (A)." Harvard Business School Case 395-094, October 1994. View Details
- Rayport, Jeffrey F., and Elizabeth B. Glass. "Launch of Q2, The." Harvard Business School Case 395-040, August 1994. View Details
- Rayport, Jeffrey F. "Green Marketing at Rank Xerox." Harvard Business School Case 594-047, June 1994. View Details
- Rayport, Jeffrey F. "European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering." Harvard Business School Case 594-005, July 1993. (Revised November 1993.) View Details
- Lodge, George C., and Jeffrey F. Rayport. "Responsible Care." Harvard Business School Case 391-135, January 1991. (Revised March 1991.) View Details
- Lodge, George C., and Jeffrey F. Rayport. "Minneapolis Plastic Packaging Ban (A)." Harvard Business School Case 390-221, June 1990. (Revised July 1990.) View Details
- Lodge, George C., and Jeffrey F. Rayport. "Minneapolis Plastic Packaging Ban (B)." Harvard Business School Case 390-222, June 1990. (Revised July 1990.) View Details
- Lodge, George C., and Jeffrey F. Rayport. "DARPA." Harvard Business School Case 390-142, January 1990. (Revised February 1990.) View Details
- Research Summary
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Rayport focuses his teaching and research on launching and scaling technology ventures, with emphasis on digital media, e-commerce, and multi-channel retail.Keywords: Entrepreneurial Management; Digital Marketing; Digital Innovation; Digital Media; E-commerce; E-Commerce Strategy; "Marketing Analytics"; Advertising Technology; Technology Entrepreneurship; Entrepreneurship; Technological Innovation; Marketing Strategy; Service Operations; Technology Industry; Retail Industry; Media and Broadcasting Industry; Consumer Products Industry; United States; European Union; China
Jeffrey F. Rayport is focusing on the strategic challenges that face businesses selling information-intensive products and services. A key strategic issue in such businesses is the dematerialization of information-intensive products and services as a consequence of the ubiquity of information and networking technology. Intangible substitutes for information-based products range from Web-based information services to video-on-demand on cable-TV to pay-per-view offerings on commercial on-line services. Product-oriented firms organized around the delivery of information-intensive tangible goods face must often compete, under these circumstances, in non-manufacturing settings through virtual or electronic channels; similarly, firms that have traditionally delivered information-intensive services in physical settings have discovered that the information component of their services can be delivered electronically.
The implications of these dynamics are several. Many product companies, thrust into the service world, must adopt a service-oriented approach to doing business, and many physical service firms find that the management of customer satisfaction, loyalty, and retention key drivers of profitability in the service sector is increasingly occurring through automated screen-to-face interface rather than traditional face-to-face service interactions. Both types of firms must develop new ways to manage customer relationships across human and technology-mediated interfaces. Moreover, in many businesses, success in one of these realms depends on success in the other. As a result, a complete business strategy involves management of service dynamics in marketplace and marketspace.
Rayports research has yielded a number of conceptual frameworks elaborated in Harvard Business Review and McKinsey Quarterly articles, along with a variety of case studies and course notes. Among them: the marketspace interface model (with colleague John J. Sviokla, which distinguishes content, context, and infrastructure in information-based value propositions); the virtual value chain, information value chain, and virtual value matrix models (with colleague Sviokla, which develops a marketspace analog to the physical value chain for information-intensive businesses); the trade-off between consumer privacy and customer information in service businesses (with John Hagel III, focusing on the challenges of information capture as the basis for mass personalization of services); and the new organization form of the infomediary (with Hagel, concerning the new intermediary that deals in customer information and related segment-of-one market data).
- Teaching
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This course is for startup founders and senior leaders who have achieved product-market fit and now need to successfully guide their company through cycles of rapid growth and organizational change. Topics include optimal growth rate, recruiting and motivating talent, expanding into additional markets or new products and services, organizational structure, and how to recognize patterns to increase confidence in decision-making when new challenges arise. It is delivered via our real-time, interactive online classroom, enabling you to solve the biggest challenges facing your business without ever leaving your desk.
This course takes the perspective of founders struggling to achieve product market fit in their early-stage startups. Our cases focus on founder decision during this search and discovery phase, both in the experiments that they design and run as well as the organizations they try to form.
Launching Technology Ventures (LTV) has a tactical, implementation bias rather than a strategic one and will largely avoid concepts covered in Entrepreneurial Finance and Founders' Journey. There is a modest overlap with Product Management 101/102 and Entrepreneurial Sales, and Entrepreneurial Marketing, but LTV is solely focused on pre-product-market fit and the perspective of the founder. In that regard, LTV is a complementary to Scaling Tech Ventures (STV), which focused more on post product-market fit startups. See the full course description on the MBA intranet.
This course addresses the issues faced by managers who wish to turn opportunity into viable organizations that create value, and empowers students to develop their own approaches, guidelines, and skills for being entrepreneurial managers.
This immersion course is designed to provide “a view from the bridge” between the HBS campus and Europe for those who are interested in understanding the region’s extraordinary recent explosion of entrepreneurial activity and capital deployment, who want to meet some of the people and companies making that happen, and who are seriously considering heading across the Atlantic after they graduate in search of new ventures. See the full course description on the MBA intranet.Field Immersion Experiences for Leadership Development (FIELD) is a field course giving first-year students meaningful and numerous opportunities to act like leaders, translating their ideas into practice.
As a complement to the case method, the field method enhances our capacity to educate leaders who make a difference in the world. The idea behind these complementary methods—case and field—is to provide a cycle of learning that involves learning by thinking, doing, and reflecting.This course is designed for students who plan to launch or join a hypergrowth technology venture, or who plan to invest in growth-stage tech companies. The course addresses key challenges founders and their teams face after achieving product-market fit – and how to plan for, activate, and manage exponential growth. The course addresses scaling challenges in a variety of sectors, including e-commerce, ed-tech, enterprise SaaS, HR-tech, mobile apps, marketplace platforms, mobility solutions, social media, two-sided platforms, and virtual worlds. See the full course description on the MBA intranet.This course is for students who plan to become involved in new ventures, now or at mid-career, as founders of a new venture, early hires, early advisors, or board members, or as potential investors (e.g., VCs), customers, partners, or acquirers of new ventures
Founders' Dilemmas examines the early, often difficult, decisions that have important long-term consequences for founders and their ventures. Potential consequences include losing control of their ventures, breaking up of the founding team due to tensions between founders, and jeopardizing the financial gains from their hard work and innovative ideas. The course's goal is to help students be much more informed about those long-term consdeqeunces before they make early choices that can lead to them. See the full course description on the MBA intranet.
The course is designed to help these potential founders, hires, and investors prepare for the decisions they will face both before and during their involvement with new ventures.Technology Entrepreneurship, Marketing Strategy, Service Management - Additional Information
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