Jeffrey Rayport

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Jeffrey F. Rayport is a consultant, author, 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 is a unit of Monitor Group, a global strategy services and merchant banking firm.

Career[edit]

Rayport is an authority on information-intensive industries such as media and entertainment, retail, and financial services. He has published a series of MBA-level textbooks on e-Commerce and a bestselling business book on integrating multi-channel customer experiences.[1] In 1996, his Fast Company article "The Virus of Marketing"[2] 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.[3] At HBS, Rayport developed and taught the first graduate-level e-commerce course in the United States, "Managing Marketspace Businesses" in 1995.[3] Business plans produced by Rayport's students resulted in various high-tech start-ups, including Yahoo! [3]

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.[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, Valueclick (NASDAQ:VCLK) and Monster Worldwide. He also serves on the advisory boards of advertising agency Crispin Porter + Bogusky and public relations firm Brodeur (a unit 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 a director of From the Top (a classical music program distributed in the United States by National Public Radio) in Boston, MA.

e-Commerce[edit]

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":[5]

  • Context: Site's layout and design
  • Content: Text, pictures, sound and video, that the web pages contain
  • Community: The ways sites enable user to user communication
  • Customization: Site's ability to self-tailor to different users or to allow users to personalize the site
  • Communication: The ways sites enable site-to-user communication or two way communication
  • Connection: Degree site is linked to other sites.
  • Commerce: Site's capabilities to enable commercial transaction

Publications[edit]

  • Rayport, Jeffrey F. and Sviokla, John J. (1994) Managing in the Marketspace, Harvard Business Review, November/December 1994.
  • Rayport, Jeffrey F. and Sviokla, John J. (1995) Exploiting the Virtual Value Chain, Harvard Business Review, November/December 1995.
  • Rayport, Jeffrey F. and Hagel, John III (1997) The Coming Battle for Customer Information, Harvard Business Review, January/February 1997.
  • Rayport, Jeffrey F. and Leonard, Dorothy (1997) Spark Innovation through Empathic Design, Harvard Business Review, November/December 1997.
  • Rayport, Jeffrey F, The Truth About Internet Business Models, Strategy & Business, Third Quarter 1999
  • Rayport, Jeffrey F. and Jaworski, Bernard J. (2000) E-Commerce, McGraw-Hill/Irwin MarketspaceU
  • Rayport, Jeffrey F. and Jaworski, Bernard J. (2001) Cases in E-Commerce, McGraw-Hill/Irwin MarketspaceU
  • Rayport, Jeffrey F. and Jaworski, Bernard J. (2002) Introduction to E-Commerce, McGraw-Hill/Irwin MarketspaceU
  • Rayport, Jeffrey F. (2008) It's Down to Two: Microsoft and Google, BusinessWeek February 4, 2008
  • Rayport, Jeffrey F. (2008) Where Is Advertising Going? Into 'Stitials, Harvard Business Review, May 2008.
  • Rayport, Jeffrey F. (2008) Why Ballmer Bailed on Yahoo, BusinessWeek May 10, 2008

References[edit]

  1. ^ Rayport, Jeffrey F. and Jaworski, Bernard J. (2004) Best Face Forward, Why Companies Must Improve Their Service Interfaces with Customers. Harvard Business School Press, January 2005
  2. ^ Rayport, Jeffrey F. (1996) The Virus of Marketing, Fast Company, December 1996.
  3. ^ a b c Private Sector; A Web Visionary, Unbowed - New York Times
  4. ^ Team | Marketspace Advisory
  5. ^ Rayport J, Jawoski B. E-Commerce, McGraw-Hill/Irwin: 2000, ISBN 0072465212.

External links[edit]