{"title":"The Rise and Fall of CyberGold.com","authors":"John E. Peltier, Michael J. Gallivan","doi":"10.4018/978-1-59140-259-6.CH018","DOIUrl":null,"url":null,"abstract":"This case study describes the lifecycle of CyberGold, a start-up Dot Com firm that rose to prominence in the world of online currency and micro-payments. The case describes the inception of the firm, the talent base of its senior executives, and its innovative and patented business model, known as Attention Brokerage. The case focuses on a specific decision problem faced by CyberGolds team of senior managers early in its lifecycle: how to modify the companys business model and communication with its members, in order to encourage repeat visits to its site and to provide a clearer understanding of where CyberGold credits may be spent by members.","PeriodicalId":43384,"journal":{"name":"Journal of Cases on Information Technology","volume":"6 1","pages":"312-329"},"PeriodicalIF":0.7000,"publicationDate":"2004-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Cases on Information Technology","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4018/978-1-59140-259-6.CH018","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"COMPUTER SCIENCE, INFORMATION SYSTEMS","Score":null,"Total":0}
引用次数: 0
Abstract
This case study describes the lifecycle of CyberGold, a start-up Dot Com firm that rose to prominence in the world of online currency and micro-payments. The case describes the inception of the firm, the talent base of its senior executives, and its innovative and patented business model, known as Attention Brokerage. The case focuses on a specific decision problem faced by CyberGolds team of senior managers early in its lifecycle: how to modify the companys business model and communication with its members, in order to encourage repeat visits to its site and to provide a clearer understanding of where CyberGold credits may be spent by members.
期刊介绍：
JCIT documents comprehensive, real-life cases based on individual, organizational and societal experiences related to the utilization and management of information technology. Cases published in JCIT deal with a wide variety of organizations such as businesses, government organizations, educational institutions, libraries, non-profit organizations. Additionally, cases published in JCIT report not only successful utilization of IT applications, but also failures and mismanagement of IT resources and applications.
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