Sandeep Krishnamurthy

• PhD in Marketing with Minor in Economics
• Head of Faculty at University of Washington Bothell

During the past decade, a number of interactive technologies, including the Internet, have fundamentally transformed how retailers compete in the marketplace. In a similar vein, emerging interactive technologies can be expected to significantly alter the retailing landscape through their impact on retailing strategy and operations. Furthermore, it...

Anti-brand web sites are online spaces that focus negative attention on a specific targeted brand. Although anti-consumption movements on the internet have been gaining in numbers and in strength, research has not fully uncovered the nature of such sites and their impact on brand value and consumer anti-consumption. We present a conceptual framewor...

The case describes an interactive marketing campaign used to launch the open source, Mozilla Firefox browser. The case highlights key features of the campaign and the facilitating conditions that enabled product success. The sustainability of the community marketing effort in light of product maturation is the central marketing challenge that the o...

Online open source software platforms, such as Sourceforge.net, play a vital role in creating an ecosystem that enables the creation and growth of open source projects. However, there is little research exploring the interactions between open source stakeholders and the platform. We believe that the sustainability of the platform crucially depends...

In the spirit of this Special Issue theme, we start with the definition of user-generated content (UGC, also called consumer-generated media) offered by Wikipedia, itself a classical example of UGC: "Consumer generated media encompasses opinions, experiences, advice and commentary about products, brands, companies and services-usually informed by p...

The industrial revolution was to manufacturers what the digital revolution is to consumers. What we are seeing today is a renegotiation of the relationships between companies and consumers, and a fundamental recasting of conventional marketing in favor of the consumer. This study, therefore, discusses consumer power in marketing theory and analyzes...

This study analyzes important content, function, and design elements of brand sites along six dimensions: text information, multimedia information, interface design, loyalist support, promotion synergy, and interactivity. A total of 219 brand websites for a product category (i.e., drinks and candies) and a service category (i.e., accounting firms)...

This chapter describes the impact of a bounty program on a corporation, an individual developer and a project. Bounty programs are commonly used in Free/Libre/Open Source Software (FLOSS) communities to motivate developers for the tasks which are not of their primary interest by providing monetary incentives. These tasks include creating new progra...

Motivation in the context of open source software may be seen as fundamentally different due to the presence of unpaid programmers, implicit rather than explicit forms of control and a different methodology for software development. Since software development is a creative task, the motivation of open source programmers can be compared to individua...

Although e-marketing is highly prevalent, no template currently exists for managers who wish to use the Internet/Web and related information technologies to market their products and services. This paper provides managers with a comprehensive, actionable, and practical methodology (E-MARKPLAN) to plan, enact, and analyze e-marketing activities. Fiv...

Purpose – International e‐marketing is emerging as an important area for marketers, as global online markets expand. This special issue is an attempt to encourage, showcase, and guide research in the area of international e‐marketing. Design/methodology/approach – In the editorial, Introduces the international e‐marketing framework (IEMF) as a gui...

The following commentary is part of First Monday's Special Issue #2: Open Source.

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 Jennifer Lopez. Search term longevity follows a power-law dis...

Mozi lla Fi refox i s a Free/Libre/Ope Source (FLOSS) browser supported by the Mozilla Foudatio. This browser was rece tly rele ased ad has met with cosiderable successit has bee dow loaded more tha 20 mi llio times a d has already take cosi derable market share from i ts pri me competitorMicrosoft's I ter et Explorer. I thi s paper, I chroicle how...

This case provides a business history of the famous auction house - eBay.

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 measures of ad viewership and effectiveness have been called...

The prospect of using e-mail in survey research can be very exciting to academic researchers. However, it raises many ethical concerns. While many people have started to say that obtaining consumer permission is important, there is no clarity on how to obtain and maintain permission. Some academic researchers might argue that, due to the low volume...

Open-source software is not for hobbyists any more. Instead, it is a business strategy with broad applicability. Businesses can be built around this idea. In this paper, I want the reader to grapple with the specifics of how to build and grow such a business. To this end, I have proposed three fundamental business models - Distributor, Software pro...

en este artículo introduzco la noción de un proyecto de código abierto de puerta cerrada. En tales proyectos, las tareas más importantes del desarrollo (por ejemplo, revisión del código) son controladas por un grupo restringido. Aquí presento cinco nuevos argumentos sobre por qué hay grupos que pueden desear organizarse de esta manera. La primera r...

Even though Amazon.com has received most of the initial hype and publicity surrounding e-commerce, eBay has quietly built an innovative business truly suited to the Internet. Initially, Amazon sought to merely replicate a catalog business model online. Its technology may have been innovative- but its business model was not. On the other hand, eBay...

Even though Amazon.com has received most of the initial hype and publicity surrounding e-commerce, eBay has quietly built an innovative business truly suited to the Internet. Initially, Amazon sought to merely replicate a catalog business model online. Its technology may have been innovative- but its business model was not. On the other hand, eBay...

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 dependent on adaptive aspirations and an increased wil...

Open-source software(OSS) programs (e.g. LINUX, Apache) provide access to the source code to any interested party. This leads to a distributed innovation model where users actively participate in the development of the product. The main purpose of this paper is to help managers who have to choose between OSS and commercial software. Not all OSS pro...

The use of Internet seal of approval programs has been touted as an alternative to potential legislation concerning consumer-related online privacy practices. Questions have been raised, however, regarding the effectiveness of such programs with respect to maintaining privacy standards and aiding online consumers. The authors examine these issues i...

Starting with Eric Raymond's groundbreaking work, The Cathedral and the Bazaar, open-source software (OSS) has commonly been regarded as work produced by a community of developers. Yet, given the nature of software programs, one also hears of developers with no lives that work very hard to achieve great product results. In this paper, I sought empi...

The Washington combined fund drive is a large employee workplace giving programme in the state of Washington, USA. This programme provides individuals with a large choice of charities and payment options. Promotion for the programme is conducted entirely through a volunteer organisation. It has grown steadily, but contributions are now levelling of...

September 11, 2001 was a tumultuous event. To many, such an event was unfathomable, given their existing schematic knowledge structure about the world. The acts undermined how individuals viewed the world and constructed subjective meaning. The result was a search for realignment of meaning through education and learning. Community news Blogs (shor...

Generic advertising promotes the general qualities of a product category and, therefore, benefits all firms in the category. Recent examples of such campaigns organized through voluntary contributions by firms are found in the Life Insurance, (“It's 1998. You're Dead. What Do You Do Now?”) and Steel industries (“The New Steel. Feel the Strength.”)....

In 1996, the Microsoft Corporation introduced a new giving programme to members of the University of Washington. Rather than simply donating in cash or kind, it offered to match any funds donated by faculty members to graduate students. The response to the programme was overwhelming initially. However, the organisers changed the rules of the challe...

Why is it that consumers are very confident with an e-tailer such as Amazon.com and lack the same confidence when it comes to a smaller e-tailer such as supremevideo.com? In this paper, we attempt to answer this important question by examining the antecedents to customer confidence in e-tailers, using secondary data. Our findings indicate that the...

Our goal in this paper was to analyze "send-this-story-to-a- friend" data. Encouraging consumers to send stories to friends is an application of viral marketing which envisions message dissemination through customer-to-customer communication rather than firm-to-customer communication. It makes sense for a publisher to include this feature since ind...

Godin (1999) has proposed a new idea-permission marketing. Here, consumers provide marketers with the permission to send them certain types of promotional messages. This is seen as reducing clutter and search costs for the consumer while improving targeting precision for marketers. This paper makes three contributions: First, a critical analysis of...

Even though unsolicited commercial e-mail or Spam continues to be a major problem, very little academic research has focused on it. Notable exceptions include Shiman (1996), Cranor and LaMacchia (1998), Samoriski (1999) and Sheehan and Hoy (1999). The purpose of this paper is to provide a comprehensive overview of the Spam problem and a critical an...

Generic advertising promotes the general qualities of a product category and, therefore, benefits all firms—regardless of who has contributed to the campaign (e.g. Got Milk?). Such campaigns are organized either by independent contributions by industry members or through government legislation. In this paper, we study the relationship between brand...

This is an integrative review of three books: 1. Huberman, Bernardo (2003), The Laws of the Web: Patterns in the Ecology of Information, MIT Press. 2. Watts, Duncan J (2003), Six Degrees: The Science of a Connected Age, WW Norton and Co. 3. Barabasi, Alberto-Laszlo(2002), Linked: The New Science of Networks, Perseus Book Group.