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- 2009
- Working Paper
Do Friends Influence Purchases in a Social Network?
By: Raghuram Iyengar, Sangman Han and Sunil Gupta
Social networks, such as Facebook and Myspace have witnessed a rapid growth in their membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to... View Details
Keywords:
Marketing;
Network Effects;
Sales;
Power and Influence;
Social and Collaborative Networks;
Web Sites;
South Korea
Iyengar, Raghuram, Sangman Han, and Sunil Gupta. "Do Friends Influence Purchases in a Social Network?" Harvard Business School Working Paper, No. 09-123, April 2009.
- 2009
- Chapter
Nonlinear Pricing
By: Raghuram Iyengar and Sunil Gupta
A nonlinear pricing schedule refers to any pricing structure where the total charges payable by customers are not proportional to the quantity of their consumed services. We begin the chapter with a discussion of the broad applicability of nonlinear pricing schemes. We...
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Keywords:
Price;
Demand and Consumers;
Duopoly and Oligopoly;
Monopoly;
Service Operations;
Research
- November 2008 (Revised November 2008)
- Case
Cyworld: Creating and Capturing Value in a Social Network
By: Sunil Gupta and Sangman Han
In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea....
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Keywords:
Customer Value and Value Chain;
Consumer Behavior;
Social and Collaborative Networks;
Segmentation;
Value Creation;
South Korea
Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012, November 2008. (Revised November 2008.)