Executive Summary, "Big Picture: Best Face Forward"
The new frontier of competitive advantage is the customer interface. Making yours a winner will require the right people—and increasingly, machines—on the front lines. By Jeffrey F. Rayport and Bernard J. Jaworski, from Harvard Business Review xx (December, 2004).  

Rediscovering the Customer 
The Internet has spawned both a new emphasis on customer relationships and new tools to strengthen those relationships. In this article from the September/October 2002 issue of Marketing Management, Bernie Jaworski and Katherine Jocz explain how companies can use interactive technologies to become more customer-centric – and more profitable.

MarketspaceU Textbooks
Marketspace and McGraw-Hill/Irwin have teamed to create the MarketspaceU imprint, a series of textbooks about e-commerce.

Marketspaces 
Technology has transformed the age-old marketplace into a new, virtual sphere of management and commerce: the Marketspace. By Jeffrey F. Rayport, from Business: The Ultimate Resource (Perseus Publishing, 2002).

Making Customer Satisfaction and Loyalty a Managerial Imperative 
The rise of technology-mediated interfaces like ATM's and the Internet have made customer relationships more critical for business, not less. By Jeffrey F. Rayport, from Business: The Ultimate Resource (Perseus Publishing, 2002).  

The Truth About Internet Business Models
The real secret behind online business is that there is no secret. When all is said and done, e-commerce is just another kind of business, and the success or failure of any online business model will hinge on the art of management even as it is enabled by the science of technology. By Jeffrey F. Rayport.

The Virus of Marketing
When it comes to getting a message out with little time, minimal budgets and maximum effect, nothing on earth beats a virus. This is the article that coined the term "viral marketing." A Fast Company article by Jeffrey F. Rayport.

Exploiting the Virtual Value Chain
In this pioneering 1995 article for Harvard Business Review, Marketspace founder and chairman Jeffrey F. Rayport and his Harvard Business School colleague John J. Sviokla argued that managers must treat the virtual world of information as a source of value.

Managing in the Marketspace
In this prescient article originally published in Harvard Business Review in 1994, Marketspace founder and chairman Jeffrey F. Rayport and his Harvard Business School colleague John J. Sviokla identified a powerful emerging trend - the rise of the virtual marketplace, or "marketspace" - and warned managers to ignore it at their peril.

Other Publications by the Authors

Hagel III, J., and Rayport, J. F. “The Coming Battle for Customer Information.” The McKinsey Quarterly, no. 3 (1997): 64-76.

Leonard, D., and Rayport, J. F. “Spark Innovation Through Empathic Design.” Harvard Business Review (November-December 1997): 102-113. 

Jaworski, Bernard, Ajay Kohli, and Arvind Sahay, “Market-Driven Versus Driving Markets,” Journal of the Academy of Marketing Science, 28 (Winter 2000): 45-54.

Kohli, Ajay K. and Bernard J. Jaworski, "Market Orientation: The Construct, Research Propositions, and Managerial Implications," Journal of Marketing, 54 (April 1990): 1-18. Reprinted in Enis, Ben, Keith Cox and Michael Mokwa, Marketing Classics, Englewood Cliffs, NJ: Prentice Hall, 1995.

Park, C. Whan, Bernard J. Jaworski and Deborah J. MacInnis, "Strategic Brand Concept-Image Management," Journal of Marketing, 50 (October 1986): 135-145  

View a Complete List of Publications by Jeffrey Rayport   

View a Complete List of Publications by Bernard Jaworski