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 A merchant bank is historically a bank dealing in commercial loans and investment. In modern British usage it is the same as an investment bank. Merchant banks were the first modern banks and evolved from medieval merchants who traded in commo ...

firm, which now operates as an independent professional services firm.

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 Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way tha ...

." Previously a faculty member at

Harvard Business School Harvard Business School (HBS) is the graduate business school of Harvard University, a private research university in Boston, Massachusetts. It is consistently ranked among the top business schools in the world and offers a large full-time MBA p ...

, where he was voted outstanding professor in 1997, 1998 and 1999.Private Sector; A Web Visionary, Unbowed - New York Times
/ref> At HBS, Rayport developed and taught the first graduate-level e-commerce course in the United States, "Managing Marketspace Businesses" in 1995. Business plans produced by Rayport's students resulted in various high-tech start-ups, including Yahoo! 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. He has served as a director of several public and private corporations; current directorships include

Andrews McMeel Universal Andrews McMeel Universal (AMU) is an American media corporation based in Kansas City, Missouri. It was founded in 1970 by Jim Andrews and John McMeel as Universal Press Syndicate and was renamed in 1997 to AMU to reflect the diversification that ...

GSI Commerce eBay Enterprise, Inc. (formerly GSI Commerce, Inc.) was a multinational e-commerce corporation that specialized in creating, developing and running online shopping sites for brick and mortar brands and retailers. The company also provided a varie ...

(NASDAQ:GSIC),

International Data Group International Data Group (IDG, Inc.) is a market intelligence and demand generation company focused on the technology industry. IDG, Inc.’s mission is centered around supporting the technology industry through research, data, marketing technol ...

, Conversant (part of

Alliance Data Bread Financial Holdings, Inc. is an American publicly traded provider of loyalty and marketing services, such as private label credit cards, coalition loyalty programs, and direct marketing, derived from the capture and analysis of transaction- ...

), 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.

Notable Students

Facebook Chief Operating Officer Sheryl Sandberg was a student of Rayport during his tenure at Harvard Business School.

''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":Rayport J, Jawoski B. ''E-Commerce'', McGraw-Hill/Irwin: 2000, . *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

''BusinessWeek'' May 10, 2008

References

External links

Forbes.com
{{DEFAULTSORT:Rayport, Jeffrey F. Business speakers American business theorists Harvard Business School alumni Living people Year of birth missing (living people)