Jeffrey Rayport

Education 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.

Career Rayport is a currently a member of the faculty in the Entrepreneurial Management Unit at Harvard Business School. 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. In 1996, his Fast Company article "The Virus of Marketing" 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. At HBS, Rayport developed and taught the first graduate-level e-commerce course in the United States, "Managing Marketspace Businesses" in 1995.

e-Commerce 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":

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 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