Publications

January 2001
Case

Accrue Software, Inc.

In 2000, Accrue is one of three survivors of the initial consolidation of the Web traffic analysis software industry. However, entry from CRM software providers and consultants, as well as ASPs offering Web analysis services, has introduced new threats to Accrue. Newly... View Details

Keywords: Customer Value and Value Chain; Competitive Advantage; Software; Web Services Industry

December 1996 (Revised July 2002)
Background Note

Note on Marketing and the Internet

By: John A. Deighton, Alison Berkley and John Barabino

The World Wide Web is new, a comprehensive marketing environment. It is a medium for direct marketing, for retailing and distribution, for the delivery of service and product elements, for marketing research, and even for posting and testing prices. This note explores... View Details

Keywords: Marketing; Internet and the Web; Digital Marketing

June 2000
Case

Four Seasons Hotels and Resorts

Four Seasons has a love/hate relationship with technology, including the best Web site in the industry. This case examines how a leading service delivers high-tech/high-touch, and looks at its progressive human resource strategy. View Details

Keywords: Information Technology; Service Operations; Accommodations Industry

Video

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16 Mar 2009
Research & Ideas

When the Internet Runs Out of IP Addresses

The Internet is running out of room. Experts predict that in two or three years we will run out of Web addresses, so-called IP addresses, that can be assigned to new Internet-based sites and services. Each site is assigned a unique number... View Details

Keywords: by Sean Silverthorne; Telecommunications

November 1999 (Revised June 2000)
Case

FairMarket: Managing Business Development

By: William A. Sahlman, Michael J. Roberts and Cathy Taylor

Describes the evolution of FairMarket, a provider of turnkey auction services to community and merchant Web sites. Describes several deals that the CEO must negotiate, requiring a view of the company's valuation. View Details

Keywords: Partners and Partnerships; Internet and the Web; Valuation; Negotiation Deal; Auctions; Growth and Development Strategy; Web Services Industry

March 2004 (Revised June 2010)
Case

Akamai Technologies

By: Benjamin Edelman, Thomas R. Eisenmann and Eric J. Van den Steen

As the leading content delivery network, Akamai helps Internet companies deliver Web site content to end users with fewer delays and lower costs. Describes the strategic management challenges facing Akamai in early 2004. The company is poised to offer its next... View Details

Keywords: Digital Platforms; Partners and Partnerships; Strategy; Internet and the Web; Information Infrastructure

Video

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30 Mar 2011
Working Paper Summaries

Temptation at Work

Keywords: by Alessandro Bucciol, Daniel Houser & Marco Piovesan

Video

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19 Nov 2013
News

Book Review: 'Blockbusters' by Anita Elberse

March 2010
Background Note

Airline Travel in the U.S.

By: Sunil Gupta and Kavita Shukla

How should airlines respond to the rising share of Online Travel Agencies (OTAs) as consumers increasingly search the web to buy tickets? View Details

Keywords: Management; Marketing Channels; Consumer Behavior; Market Participation; Agency Theory; Online Technology; Aerospace Industry; United States

24 Sep 2001
Research & Ideas

Why the Internet Doesn’t Change Everything

deal of time trying to concoct a strategy for dealing with this unsettling cyber-priest. But there really wasn't much that they could do, so they left Gaillot and his liberal site alone. Partenia had won. In cyberspace, Partenia is everywhere. Dotted along the... View Details

Keywords: by Debora L. Spar

14 Jan 2008
Research & Ideas

Mapping Polluters, Encouraging Protectors

Citizens, industrial polluters, and scholars do not usually see eye to eye—but that may change with a new Web site that monitors corporate environmental performance in the United States. According to the university professors who created... View Details

Keywords: by Martha Lagace; Manufacturing; Chemical

2013
Working Paper

Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?

By: Clarence Lee, E. Ofek and Thomas Steenburgh

In this paper, we study how firms offering Web services can acquire and develop an active customer base. We focus on two basic questions. First, how does the method of customer acquisition affect the way customers use the service to meet their own needs and to interact... View Details

Keywords: Customer Engagement; Adoption Routes; Hidden Markov Models; Search; Word-of-Mouth; Digital Media; Customer Relationship Management; Internet and the Web; Mathematical Methods; Consumer Behavior; Entrepreneurship; Marketing Reference Programs; Web Services Industry

July 2002 (Revised March 2003)
Case

Avon.com (A)

Avon has always sold its products through a large independent direct-selling organization. However, it is now considering whether it should sell directly to the consumer. The company's independent representatives number 500,000 in the United States alone. Yet, there... View Details

Keywords: Organizational Change and Adaptation; Marketing Strategy; Internet and the Web; Salesforce Management; Marketing Channels; Beauty and Cosmetics Industry