 | This biographical article is written like a résumé .(August 2020) |
Jeffrey F. Rayport is an academic, author, consultant, and founder and chairman of Marketspace LLC, a strategic advisory practice that works with leading companies to reinvent how they interact with and relate to customers. Marketspace was a unit of Monitor Deloitte, a global strategy services and merchant banking firm, which now operates as an independent professional services firm.
Rayport earned an A.B. from Harvard College, an M.Phil. in International Relations at the University of Cambridge (U.K.), and an A.M. and Ph.D. in the History of American Civilization at Harvard University. He was the John Harvard Scholar at Emmanuel College, University of Cambridge.
Rayport is a currently a member of the faculty in the Entrepreneurial Management Unit at Harvard Business School. [1] He is an authority on information-intensive industries such as media and entertainment, retail, and financial services. Prior to re-joining the HBS faculty, he founded or co-founded businesses in digital strategy and advisory services, executive development, e-learning, and software simulation, while he served as a senior partner at Monitor Deloitte.
He has published a series of MBA-level textbooks on e-Commerce and a bestselling business book on integrating multi-channel customer experiences. [2] In 1996, his Fast Company article "The Virus of Marketing" [3] introduced the concept of, and coined the term, "viral marketing."
Previously a faculty member at Harvard Business School, where he was voted outstanding professor in 1997, 1998 and 1999. [4] At HBS, Rayport developed and taught the first graduate-level e-commerce course in the United States, "Managing Marketspace Businesses" in 1995. [4] Business plans produced by Rayport's students resulted in various high-tech start-ups, including Yahoo! [4]
He has served as a director of several public and private corporations; current directorships include Andrews McMeel Universal, GSI Commerce (NASDAQ:GSIC), International Data Group, Conversant (part of Alliance Data), MediaMath, Monster Worldwide (NYSE:MWW), and ShopRunner. He also serves on the advisory boards of advertising agency Crispin Porter + Bogusky and public relations firms FleishmanHillard and Brodeur Partners (both units of Omnicom Group; NYSE: OMC). In addition, he is a trustee of the Peabody Essex Museum in Salem, MA; a director of the Nantucket Preservation Trust in Nantucket, MA; and chairman of the board at From the Top (a classical music program distributed in the United States by National Public Radio) in Boston, MA.[ citation needed ]
Facebook Chief Operating Officer Sheryl Sandberg was a student of Rayport during his tenure at Harvard Business School. [5]
In his 2000 book e-Commerce, with Bernard Jaworski, Rayport formulates a set of design principles for e-Commerce websites, called the "7 C's": [6]
Marketing is the act of satisfying and retaining customers. It is one of the primary components of business management and commerce.
Information economy is an economy with an increased emphasis on informational activities and information industry, where information is valued as a capital good. The term was coined by Marc Porat, a graduate student at Stanford University, who would later co-found General Magic.
Mass customization makes use of flexible computer-aided systems to produce custom products. Such systems combine the low unit costs of mass production processes with the flexibility of individual customization.
Commercialization or commercialisation is the process of introducing a new product or production method into commerce—making it available on the market. The term often connotes especially entry into the mass market, but it also includes a move from the laboratory into commerce. Many technologies begin in a research and development laboratory or in an inventor's workshop and may not be practical for commercial use in their infancy. The "development" segment of the "research and development" spectrum requires time and money as systems are engineered with a view to making the product or method a paying commercial proposition.
Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine, which displays the same product's availability and pricing at different e-retailers. As of 2020, customers can shop online using a range of different computers and devices, including desktop computers, laptops, tablet computers and smartphones.
Theodore Levitt was a German-born American economist and a professor at the Harvard Business School. He was editor of the Harvard Business Review, noted for increasing the Review's circulation and popularizing the term globalization. In 1983, he proposed a definition for corporate purpose: "Rather than merely making money, it is to create and keep a customer".
Co-creation, in the context of a business, refers to a product or service design process in which input from consumers plays a central role from beginning to end. Less specifically, the term is also used for any way in which a business allows consumers to submit ideas, designs or content. This way, the firm will not run out of ideas regarding the design to be created and at the same time, it will further strengthen the business relationship between the firm and its customers. Another meaning is the creation of value by ordinary people, whether for a company or not. The first person to use the "Co-" in "co-creation" as a marketing prefix was Koichi Shimizu, professor of Josai University, in 1979. In 1979, "co-marketing" was introduced at the Japan Society of Commerce's national conference. Everything with "Co" comes from here.
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
Although information has been bought and sold since ancient times, the idea of an information marketplace is relatively recent. The nature of such markets is still evolving, which complicates development of sustainable business models. However, certain attributes of information markets are beginning to be understood, such as diminished participation costs, opportunities for customization, shifting customer relations, and a need for order.
Social commerce is a subset of electronic commerce that involves social media and online media that supports social interaction, and user contributions to assist online buying and selling of products and services.
Joseph L. Badaracco is an American author, and the John Shad Professor of Business Ethics at Harvard Business School. He has taught courses on business ethics, strategy and management in the School's MBA and executive programs.
Monitor Deloitte is the multinational strategy consulting practice of Deloitte Consulting. Monitor Deloitte specializes in providing strategy consultation services to the senior management of major organizations and governments. It helps its clients address a variety of management areas, including: Organic Growth, Strategic Transformation, Innovation and Ventures, Business Design and Configuration, Strategic Sensing and Insight Services.
John Hagel is a management consultant and author.
Market orientation is the extent to which an organisation behaves in response to a given market. Kohli and Jaworski define market orientation as "the organization-wide generation of market intelligence, dissemination of the intelligence across departments and organization-wide responsiveness to it". Narver and Slater define market orientation as "the organization culture that most effectively and efficiently creates the necessary behaviours for the creation of superior value for buyers and, thus, continuous superior performance for the business".
Robert Rodin is an American business executive and author who is best known for transforming Marshall Industries into a pioneering business-to-business e-commerce leader while CEO from 1992 to 1999. Some have referred to him as "visionary" for his early advocacy of commerce on the Internet. He is currently the chairman and CEO of RDN Group, a strategic advisory firm, and Vice Chairman of RLH Equity Partners. He holds board positions with Astound Commerce, Imre, Shift7 Digital, Biorasi, Supplyframe and Inspirage. He serves on non-profit boards of YPO LA Gold, ALS Therapy Development, and Advisor to Cancer Commons.
Richard B. Chase is Professor Emeritus of Operations Management Marshall School of Business, University of Southern California Ph.D., MBA, B.S., UCLA.
Patrick Barwise is emeritus professor of management and marketing at London Business School. He joined the business school in 1976 after an early career at IBM and has published widely on marketing and media.
John Julius Sviokla is an author and a principal and US Advisory Innovation Leader with PricewaterhouseCoopers (PwC). He also serves on PwC's Advisory Leadership Group, the Global Thought Leadership Council, and leads The Exchange — an ongoing think tank for PwC clients and business leaders. Previously, he served as Vice Chairman of the Board and Chief Innovation Officer at Diamond Management Consultants (NASDAQ:DTPI).
Leonard A. (Len) Schlesinger is an American author, educator, and business leader. He is currently the Baker Foundation Professor at Harvard Business School and President Emeritus of Babson College where he served as the college's 12th President from 2008 through 2013.
Cynthia A. Montgomery is an American economist and academic, teaching strategy the Timken Professor of Business Administration at Harvard Business School. Prior to Harvard, Montgomery was on the faculty of the University of Michigan Ross School of Business and at Northwestern's Kellogg School of Management.
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