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The Rise and Fall of CyberGold.com
Author(s): John E. Peltier (Georgia State University, USA)and Michael J. Gallivan (Georgia State University, USA)
Copyright: 2004
Pages: 18
EISBN13: 9781605664811
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Abstract
This case study describes the lifecycle of CyberGold, a start-up “Dot Com” firm that rose to prominence in the world of online currency and micro-payments. The case describes the inception of the firm, the talent base of its senior executives, and its innovative and patented business model, known as “Attention Brokerage.” The case focuses on a specific decision problem faced by CyberGold’s team of senior managers early in its lifecycle: how to modify the company’s business model and communication with its members, in order to encourage repeat visits to its site and to provide a clearer understanding of where CyberGold credits may be spent by members.
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