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Course Schedule
(Week 1, Week 2, Week 3, Week 4, Week 5, Week 6, Week 7, Week 8, Week 9, Week 10)
Week 1
Monday (March 30): Course Introduction
- Topics (Session Slides):
- Getting acquainted
- Course overview, goals, and administrivia
- Introduction to Electronic Commerce
- Readings:
- Course Syllabus
- "It's a Flat World, After All," Thomas Friedman, NYT (4/3/05). (Watch (optional) video presentation; read interview)
- Bakos, Y., "The Emerging Role of Electronic Marketplace on the Internet," Communications of the ACM, Vol. 41, No. 8, August 1998, pp. 35-42.
- Oreilly, T., "What is Web 2.0?" (9/05).
- Other:
- The Impact of Web 2.0 and Emerging Social Network Models - World Economic Forum, 2007.
- Tech/Web Stats: InternetWorldStats, BusinessWeek, Clickz Stats, Tofocus, eStats
- Retail E-commerce Sales - US Department of Commerce
- E-Biz Strikes Again! Cover story, Business Week (May 10, 2004)
- Varian et al., "The Net Impact Study: The Projected Economic Benefits of the Internet In the United States, United Kingdom, France and Germany," January 2002. (summary pp. 1-17)
- Digital Economy 2003, U.S. Department of Commerce. (Read the executive summary, Introduction, and Chapter 5)
- "Why CEOs still don't get the Net," Cnet (5/21/02)
- Assignments:
- Experience Electronic Commerce -- do it right away
Wednesday (April 1): Internet Business Models
- Topics (Session Slides):
- B2C and C2C Business Models
- B2B Business Models
- Read:
- Rappa, M., "Business Models on the Web," NCSU, 2007.
- Kaplan, S. and M. Sawhney, " E-Hubs: The New B2B Marketplaces," Harvard Business Review, May-June, 2000.
- Other:
- Patented Web Business Processes/Models
- The end of the free lunch? Again, the Economist, March 19, 2009
- Online Music: Rewriting the Score, BusinessWeek, May 30, 2005
- Jewelry Heist, Business Week, May 10, 2004
- Movies to Go, The Economist, July 9, 2005
- Directories of B2B Marketplaces: Forbes, Google, TradeXpro
- Assignments:
Week 2
Monday (April 6): eCommerce Technologies I: The Network Infrastructure for E-Commerce
- Topics (Session Slides):
- Wrap-up: Business Models on the Internet
- Overview of Internet Architecture and Protocols
- The Access Provider Industry
- Basics of Telecommunications
- How the Internet Works
- Read:
- How Web Servers and the Internet Work, from howstuffworks.com
- The Internet Architecture -- a brief guide
- Other Web Resources:
- Hobbes' Internet Timeline
- Akamai's "State of the Internet" reports
- Mapnet: Internet Backbone Visualization
- Internetworking Technology Handbook from CISCO
- Tools: DomainTools, DNSstuff, VisualRoute, NetworkTools, Domain Name Lookup
- Cyber Geography -- visualizing internet topology and traffic patterns.
- Internet Traffic Report
- DNS Lookup/Resources
- A note on Cybersquatting
- Directory of Internet Service Providers
- learn more about Internet2
- Internet Governance:
- Concise Guide
- Organizations: Internet Society, Internet Software Consortium, IAB (Internet Architecture Board), IETF (Internet Engineering Task Force)
- IP Address Block Assignment: AINA
- Domain Name Registration: InterNIC, ICANN
- Office/Home Networking: WiFi.org and WiFiPlanet.com (Wireless), Powerline
- Emerging Wireless Technologies: WirelessMAN , MBWA
- Beyond Wi-Fi (BW; Special Report; 6/05)
- Power Line Broadband
Wednesday (April 8): Discussion of Dell Online case (Slides)
Week 3
Monday (April 13): eCommerce Technologies II: The Web
- Topics (Session Slides):
- WWW protocol: HTTP
- Markup Languages: HTML, XML
- Java and Javascript
- Web Services
- Service-Orietned Architecture and Cloud Computing
- Read:
- Web Services (Wikipedia)
- SOA (Wikipedia)
- Cloud Computing
- The Web at Your Service - BusinessWeek, March 18, 2002
- Amazon moves to front line of shaping 'Web services' - USA Today, September 30, 2003
- Resources to Skim:
- Web Building Tutorials
- The World Wide Web Consortium
- Builders.com
- Java: Java Home
- CookieCentral
- Builder.com
- XML:
- Web Services
- The Way To A Google Office - BusinessWeek, October 31, 2005.
Wednesday (April 15): Discussion of Monster and eBay Cases (Slides)
- Read:
- Network Effects (Wikipedia)
- Wolf, J., and W. A. Muhanna, "Adverse Selection and Reputation Systems in Online Auctions: Evidence from eBay Motors," Proceedings of the International Conference on Information Systems, December 2005. (focus on introduction and conclusion)
- Other:
- Arthur, W. Brian,"Positive Feedbacks in the Economy," Scientific American, Feb. 1990.
- Liebowitz, S.J., and S. E. Margolis, "Network Externalities (Effects)," The New Palgraves Dictionary of Economics and the Law, MacMillan, 1998.
Week 4
Monday (April 20): Tech III: Technologies for Secure E-Commerce
- Topics (Session Slides):
- Start with slides from session4
- Firwalls and Network Security
- Encryption and Transaction Security
- Digital Signature
- Technologies: SSL, PGP, PKI
- Read:
- Introduction to Cryptography (Chapter 1 which comes with PGP; skim)
- Other:
- The WWW Virtual Library on Cryptography, PGP, and Your Privacy
- The Strength of the Internet Proves to Be Its Weakness, NYT, February 10, 2000.
- SSL FAQ
- Spyware: Spyware Runs Rampant (PCWorld; 4/15/04), How To Stymie The Snoop In Your PC (BW; 4/5/04)
- Note on Digital Signatures
- International PGP
Wednesday (April 22): discussion of B&K Case (Slides)
- Supporting Materials:
- Jeffrey, M., "Return on Investment Analysis for E-Business Projects", Technical report, Northwestern University, 2006.
- A note on Sensitivity Analysis Using Excel
Week 5
Monday (April 27): Technologies for Secure E-Commerce (Cntd)
Wednesday (April 29): discussion of Yahoo & Google's cases (Slides)
- Supporting Materials:
- On the proposed Microsoft-Yahoo Merger. More here.
- Google AdWords and AdSense Programs.
Week 6
Monday (May 4): Midterm Exam
Wednesday (May 6): Tech IV: Electronic Payment Systems
- Topics (Session Slides):
- Online Credit Card-Based Systems
- Digital Checks
- P2P payment systems
- Micropayment Mechanisms and Digital Cash
- Smart Cards and Mobile Payment Solutions
- Read:
- E-Money, S. Holly, Internet Business.
- Other:
- Money - Past, Present & Future by Roy Davies
- Smart Card Players: American Express (Blue), Mondex, Visa
- Virtual Credit Cards and Digital Wallets: Visa, Google Checkout (demo)
- P2P Payment Solutions: PayPal
- Shopping PayPal or Google Checkout (7/06)
- BillMeLater (related story)
- Mobile Payment Solutions (Wikipedia), Examples: Zong, Paymo and Mobillcash.
Week 7
Monday (May 11): eTailing
- Topics (Session Slides):
- Measuring the Opportunity
- Online Retailing Issues and Challenges
- M-Commerce
- Overview of Online Marketing (Slides)
- Read:
- Alba, J. et al., "Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces," Journal of Marketing, July 1997.
- Wolf, J., Arkes, H., and Muhanna, W., "The power of touch: An examination of the effect of duration of physical contact on the valuation of objects," Judgment and Decision Making, 3:6, August 2008. (see corresponding university Press Release; media mention: NPR, The Toronto Star, Times, MSNBC, and many others.)
- Lee, Y. et al., "Coping with Internet channel conflict," Communications of the ACM, 46:7, July 2003.
- Skim:Ratliff, J. M., "NTT DoCoMo and its i-mode Success: Origins and Implications," California Management Review, Spring 2002.
- Other:
- Retail E-commerce Sales - US Census Bureau
- Tech/Web Stats: InternetWorldStats, Clickz Stats, Tofocus,
- The ultimate marketing machine, The Economist (7/06).
- Location-Based Services: two views.
Wednesday (May 12): Market and Organizational Implications
- Topics (Session Slides):
- Transaction Costs Economics
- Markets vs. Hierarchies
- Read:
- Malone, T. W., "Electronic Markets and Electronic Hierarchies," Communications of the ACM, 30:6, June 1987, pp. 484-497.
- Muhanna, W. A. and J. Wolf, Jr. "The Impact of E-Commerce on the Real Estate Industry: Baen and Guttery Revisited," The Journal of Real Estate Portfolio Management, 8:2, pp. 141-152, 2002.
- Other:
- E-Biz Strikes Again! Cover story, Business Week (May 10, 2004)
Week 8
Monday (May 18): Disintermediation and Cybermediation
- Topics (Session Slides):
- discussion of AutobyTel Case
- Disintermediation and Cybermediation
- Read:
- Sarkar et al., "Cybermediaries in Electronic Marketspace: Toward Theory Building", J. Business Research, 41:3, pp. 215-221, March, 1998.
- Gallaugher, J. M., "E-commerce and the undulating distribution channel," Communications of the ACM, 45:7, July 2002.
- Other:
- Muhanna, W. A. and J. Wolf, Jr. "The Impact of E-Commerce on the Real Estate Industry: Baen and Guttery Revisited," The Journal of Real Estate Portfolio Management, 8:2, pp. 141-152, 2002.
- Atkinson, R. D., "The Revenge of the Disintermediated," January 2001.
- E-Biz Strikes Again! Cover story, Business Week (May 10, 2004)
Wednesday (May 20): Internet's Impact on Pricing and the Nature of Competition
- Topics (Session Slides):
- The eMarket Efficiency Hypothesis
- Impact of Reduced Search Costs
- Read:
- Bakos, Y., "The Emerging Role of Electronic Marketplace on the Internet," Communications of the ACM, Vol. 41, No. 8, August 1998, pp. 35-42.
- (skim) Smith, M., J. Bailey, and E. Brynjolfsson, "Understanding Digital Markets: Review and Assessment," 2000.
- (skim) Campbell, C., G. Ray and W. A. Muhanna, "Search and Collusion in Electonic Markets," Management Science, March 2005.
- Other:
- Second Sight, The Guardian (UK), 3/24/05. (Story on our research)
- Frictions in cyberspace, The Economist, 11/20/99.
- Good-Bye to Fixed Pricing?, Businessweek, 5/4/98.
- The Hotelling Beach Model
Week 9
Monday (May 25): Memorial Day - no classes
Wednesday (May 27): BrightCove and the Future of Internet TV
- Topics (Session Slides):
- Guest Speaker (1st 45 minutes): Gauthier Vasseur, Director Global Performance Management at Google
- Discussion of BrightCove case
- Read:
- Eisenmann, T. R., G. Parker, and M. van Alstyne, "Strategies for Two-Sided Markets," Harvard Business Review 84:10, October 2006.
- The Long Tail
Week 10
Monday (June 1): Strategies for the Digital Age
- Topics (Session Slides):
- Pricing Digital Goods
- Strategy for the Digital Age
- Read:
- Porter, M. E., "Strategy and the Internet," Harvard Business Review, March 2001.
- Shapiro, C. and H. R. Varian, "Versioning: The Smart Way to Sell Information," Harvard Business Review, November-December, 1998.
- Other:
- Weiss, R., and Mehrotra, A., "Online Dynamic Pricing: Efficiency, Equity and the Future of E-commerce," Virginia Journal of Law and Technology, 6:11, Summer 2001.
- Zhu, K., and MacQuarrie, B., " The economics of digital bundling: the impact of digitization and bundling on the music industry," Communications of the ACM, 46:9, September 2003.
Wednesday (June 3): Project Presentations
Waleed A. Muhanna / wmuhanna@ cob.ohio-state.edu