The Digital Transformation Playbook: Rethink Your Business for the Digital Age

New York Times, July 26, 2013, http://www.nytimes.com/2013/07/27/technology/the 
-faithful-embrace-youversion-a-bible-app.html.
3. Ibid.

---

250
2 . H A R N E S S C U S T O M E R N E T W O R K S
4. David L. Rogers, The Network Is Your Customer: Five Strategies to Thrive in a 
Digital Age (New Haven, Conn.: Yale University Press, 2012), 3–50. 
5. Edelman, “Brandshare: How Brands and People Create a Value Exchange,” 
Edelman Insights, 2014, http://www.edelman.com/insights/intellectual-property 
/brandshare-2014/about-brandshare-2014/global-results/.
6. For a summary of research into the hierarchy of effects, see Thomas Barry, “The 
Development of the Hierarchy of Effects: An Historical Perspective,” Current Issues and 
Research in Advertising 10 (1987): 251–95.
7. Matthew Quint, David Rogers, and Rick Ferguson, Showrooming and the Rise 
of the Mobile-Assisted Shopper, Columbia Business School and Aimia, September 2013, 
http://www8.gsb.columbia.edu/rtfiles/global%20brands/Showrooming_Rise_Mobile 
_Assisted_Shopper_Columbia-Aimia_Sept2013.pdf.
8. Sunil Gupta and Donald R. Lehmann, Managing Customers as Investments: 
The Strategic Value of Customers in the Long Run (Upper Saddle River, N.J.: Pearson 
Education, 2005).
9. Quint, Rogers, and Ferguson, Showrooming.
10. Alexis C. Madrigal, “How Netflix Reverse Engineered Hollywood,” The 
Atlantic, January 2, 2014, http://www.theatlantic.com/technology/archive/2014/01/how 
-netflix-reverse-engineered-hollywood/282679/.
11. Brian Stelter, “Strong Quarter for Netflix, but Investors Hit Pause,” New York 
Times, July 22, 2013, http://www.nytimes.com/2013/07/23/business/media/netflix 
-revenue-tops-1-billion-for-the-quarter.html.
12. Tim Grimes, “What the Share a Coke Campaign Can Teach Other Brands,” 
Media Network Blog (blog), The Guardian, July 24, 2013, http://www.theguardian.com 
/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands.
13. Thomas H. Davenport, Leandro Dalle Mule, and John Lucker, “Know What 
Your Customer Wants Before They Do,” Harvard Business Review, December 2011, 
https://hbr.org/2011/12/know-what-your-customers-want-before-they-do.
14. Suzanne Kepner, “Citi Won’t Sleep on Customer Tweets,” Wall Street Journal, 
October 4, 2012, http://www.wsj.com/articles/SB100008723963904434933045780351326
43293660.
15. Zsolt Katona and Miklos Sarvary, “Maersk Line: B2B Social Media—‘It’s 
Communication, Not Marketing,’” California Management Review 56, no. 3 (2014): 
142–56.
16. Joerg Niessing, “Social Media and the Marketing Mix Model,” INSEAD Blog 
(blog), August 29, 2014, http://knowledge.insead.edu/blog/insead-blog/social-media 
-and-the-marketing-mix-model-3540.
17. Quotations in this section are from Joseph Tripodi, telephone interview with 
author, November 6, 2014.
18. Mukund Kaushik, “Client Perspective” (panel discussion at the IBM ThinkMarketing 
CMO Executive Leadership Forum, New York City, April 10, 2014).
19. Frank Eliason, e-mail interview with author, August 4, 2015.

---

3 . B U I L D P L A T F O R M S , N O T J U S T P R O D U C T S

251
3. Build Platforms, Not Just Products
1. Jessica Salter, “AirBnB: The Story Behind the $1.3bn Room-Letting Website,” The 
Telegraph, September 7, 2012, http://www.telegraph.co.uk/technology/news/9525267/
Airbnb-The-story-behind-the-1.3bn-room-letting-website.html.
2. Zainab Mudallal, “Airbnb Will Soon Be Booking More Rooms than the World’s
Largest Hotel Chains,” Quartz, January 20, 2015, http://qz.com/329735/airbnb-will 
-soon-be-booking-more-rooms-than-the-worlds-largest-hotel-chains/.
3. Rafat Ali, “Airbnb’s Revenues Will Cross Half Billion Mark in 2015, Analysts
Estimate,” Skift, March 25, 2015, http://skift.com/2015/03/25/airbnbs-revenues-will-cross 
-half-billion-mark-in-2015-analysts-estimate/.
4. Jason Clampet, “Airbnb’s CEO Explains the Sharing Economy to Stephen 
Colbert,” Skift, August 8, 2014, http://skift.com/2014/08/08/airbnbs-ceo-explains-the 
-sharing-economy-to-stephen-colbert/. (The interview aired August 7, 2014.)
5. Brad Stone, “AirBnB Is Now Available in Cuba,” Bloomberg, April 2, 2015, http://
www.bloomberg.com/news/articles/2015–04–02/airbnb-is-now-available-in-cuba.
6. Jean-Charles Rochet and Jean Tirole, “Platform Competition in Two-Sided 
Markets,” Journal of the European Economic Association 1 (June 2003): 990–1029.
7. Thomas Eisenmann, Geoffrey Parker, and Marshall W. Van Alystyne, “Strate-
gies for Two-Sided Markets,” Harvard Business Review, October 2006, https://hbr 
.org/2006/10/strategies-for-two-sided-markets.
8. Andrei Hagiu and Julian Wright, “Multi-Sided Platforms” (working paper, 
Harvard Business School, Cambridge, Mass., March 16, 2015); also, Andrei Hagiu and 
Julian Wright, “Marketplace or Re-seller?” (working paper, Harvard Business School, 
Cambridge, Mass., January 31, 2014).
9. David Evans and Richard Schmalensee, “The Industrial Organization of Markets 
with Two-Sided Platforms,” CPI Journal (2007, vol. 3).
10. Andrei Hagiu and Julian Wright, “Do You Really Want to Be an eBay?” Harvard