Generic advertising, the promotion of an entire product or service category, is an increasingly common form of inter-firm cooperation. Voluntary participation in such a campaign represents contribution to a public good. Based on the pattern of recent campaigns, we argue that this cooperation is...

We present an analysis of the Yahoo Buzz Index over a period of 45 weeks. Our key findings are that: (1) It is most common for a search term to show up on the index for one week, followed by two weeks, three weeks, etc. Only two terms persist for all 45 weeks studied - Britney Spears and...

In many ways, Amazon.com is perhaps the company that is most closely tied with the E-Commerce phenomenon. The purpose of this case is to present a balanced and up-to-date business history of the company

Internet advertising presents a puzzle to advertisers. On the one hand, total spending on Internet advertising has exploded and everybody (including your competition) seems to be advertising on it. On the other, click-through rates on banners have dropped to about 0.5% and the most basic...