Viral Marketing and Truth with Jeffrey Rayport
Citation:
"Viral Marketing and Truth with Jeffrey Rayport." Tim Love's Discovering Truth Podcast, July 30, 2020. View Details|
Case HBS Case Collection April 1999 (Revised October 2001) Motive Communications |
Abstract
The founders of Motive Communications, Inc., a recent start-up dedicated to reinventing the support chain involved in the delivery of information technology support services, put in place a development process hinged on extensive customer feedback. As part of this, a select group of "lighthouse customers" agreed to pay $50,000 to participate in beta testing--but as a deadline approached, none had sent in their checks. The founders therefore reevaluate the lighthouse policy and its rationale.
Keywords: Business Startups; Customer Relationship Management; Risk and Uncertainty; Information Technology Industry;
Citation:
Rayport, Jeffrey F., Marco Iansiti, Myra M. Hart, William W Chan, and Find Findsen. "Motive Communications." Harvard Business School Case 699-157, April 1999. (Revised October 2001.)
