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The Rise and Fall of CyberGold.com

Volume 6, Issue 1. Copyright © 2004. 18 pages.
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DOI: 10.4018/978-1-59140-259-6.ch018|
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MLA

Peltier, John E. and Michael J. Gallivan. "The Rise and Fall of CyberGold.com." JCIT 6.1 (2004): 312-329. Web. 20 Nov. 2014. doi:10.4018/978-1-59140-259-6.ch018

APA

Peltier, J., & Gallivan, M. (2004). The Rise and Fall of CyberGold.com. Journal of Cases on Information Technology (JCIT), 6(1), 312-329. doi:10.4018/978-1-59140-259-6.ch018

Chicago

Peltier, John E. and Michael J. Gallivan. "The Rise and Fall of CyberGold.com," Journal of Cases on Information Technology (JCIT) 6 (2004): 1, accessed (November 20, 2014), doi:10.4018/978-1-59140-259-6.ch018

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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 CyberGolds team of senior managers early in its lifecycle: how to modify the companys 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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