Student Advantage Captures the College Market Through an Integration of Their On and Offline Businesses

Student Advantage Captures the College Market Through an Integration of Their On and Offline Businesses

Margaret T. O’Hara (East Carolina University, USA) and Hugh J. Watson (University of Georgia, USA)
Copyright: © 2002 |Pages: 20
DOI: 10.4018/978-1-930708-27-3.ch008
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Abstract

This chapter describes how Student Advantage successfully transformed itself from a brick-and-mortar company to the leading online portal to the higher education community. The company has followed a business strategy that includes creating Web sites that appeal to college students and forming partnerships with businesses and universities. Through its activities, Student Advantage has assembled a wealth of information about college students, all organized around a common student identifier. This information is important to Student Advantage and to its partners who are willing to pay for the insights that Student Advantage can provide about the college market. Interestingly, Student Advantage only recently developed a strong in-house information technology capability. This capability is now allowing Student Advantage to implement a variety of e-marketing applications. Lessons learned from Student Advantage’s experiences are discussed.

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Table of Contents
Preface
Mahesh S. Raisinghani
Dedication
Mahesh S. Raisinghani
Chapter 1
Hanns-Christian L. Hanebeck, Stanley L. Kroder, John H. Nugent, Mahesh S. Raisinghani
This case traces the dynamic evolution/revolution of an e-commerce entity from concept through first-round venture financing. It details the... Sample PDF
GlobeRanger Corporation
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Chapter 2
R. P. Sundarraj, Joseph Sarkis
This chapter presents a case study of an overview of the efforts of Texas Instrument’s (TI’s) internal and external ERP implementation, with a focus... Sample PDF
Implementation Management of an E-Commerce-Enabled Enterprise Information Systems: A Case Study at Texas Instruments
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Chapter 3
David Paper, Kenneth B. Tingey
Access to the world enabled by the Internet facilitates internationalization as never before. However, lack of a coherent global Internet strategy... Sample PDF
A Three-Tiered Approach to Global E-Commerce: Experiences of Nu Skin International
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Chapter 4
Sabine Seufert
According to several forecasts given by Gartner Group or International Data Corporation, for example, e-learning as a new buzzword for Web-based... Sample PDF
E-Learning Business Models: Framework and Best Practice Examples
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Chapter 5
Roberto Vinaja
This case aims to analyze, in some detail, the major challenges in the widespread adoption of electronic commerce in the Spanish-speaking... Sample PDF
Growth and Consolidation in the Spanish-Speaking E-Commerce Market
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Chapter 6
J. Martin Santana, Jaime Serida, Antonio Diaz
This chapter describes the evolution of electronic commerce at Inca Foods, the largest supermarket chain in Peru. In 1997, it launched its virtual... Sample PDF
Inca Foods: Reaching New Customers Worldwide
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Chapter 7
David Gordon, James E. Skibo
Part of efficient management is measuring actual performance against desired metrics. In turn, actual strategic outcomes can be measured against... Sample PDF
Reality vs. Plan: How Organizational E-Commerce Strategies Evolve
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Chapter 8
Margaret T. O’Hara, Hugh J. Watson
This chapter describes how Student Advantage successfully transformed itself from a brick-and-mortar company to the leading online portal to the... Sample PDF
Student Advantage Captures the College Market Through an Integration of Their On and Offline Businesses
$37.50
Chapter 9
Ira Yermish, Dale A. Bondanza
E-Europe is not a place or a group of countries but the philosophy of an emerging region within the scope of a technological revolution. E-Europe... Sample PDF
Turning E-Commerce Theory into Action in Ireland: Taming the Celtic Tiger
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Chapter 10
ENI Company  (pages 186-200)
Ook Lee
ENI Company is an electronic commerce firm in South Korea. ENI Company provides English news items and English lessons to the subscribers through... Sample PDF
ENI Company
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Chapter 11
Debabroto Chatterjee, Leonard M. Jessup
The Internet and World Wide Web present significant business opportunities and threats, particularly for business organizations that are... Sample PDF
SAFECO: Leveraging the Web in a Knowledge-Based Service Industry
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Chapter 12
Adam T. Elegant, Ramiro Montealegre
E*Trade revolutionized the securities brokerage industry by “creating” Internet trading. E*Trade’s original strategy was to deliver cost savings to... Sample PDF
E*Trade Securities, Inc., Pioneer Online Trader, Struggles to Stay on Top
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About the Authors