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Calendario
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TEMA
Nº |
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Nº
DE CLASES |
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TEMAS |
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LECTURAS |
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I. |
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Una |
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Introducción |
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- Hanson Ward A. Principles of Internet
Marketing (en adelante, abreviado
como H). Cap. 1.
- Mazlish, Bruce. Prólogo a The Railroad
and the Space Program An Exploration in Historical
Analogy. Págs. vii-xv.
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II. |
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Siete |
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Conceptos
básicos |
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II.A |
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Fijación
de precios en monopolios y discriminación
de precios |
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- Pepall, Lynne, Daniel Jay Richards y George
Norman. Industrial Organization (en
adelante, PRN). Secciones 3.1, 3.2 y 4.1.
- H, capítulo 2.
- Shapiro, Carl y Hal R. Varian. Information
Rules; en español: El dominio
de la información: una guía estratégica
para la economía de la red. Barcelona,
Antoni Bosch, 2001. (en adelante, SV).
Capítulos 2 y 3.
- Deneckere, Raymond y Preston McAfee.
"Damaged Goods".
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II.B |
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Competencia
y fijación de precios en oligopolios |
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- PRN, secciones 5.4 y 4.2; capítulo
7.
- SV, capítulo 2.
- Brynjolfsson, Erik y Michael Smith. "Consumer
Decision-making at an Internet Shopbot".
- Ellison, Glenn y Sara Fisher Ellison.
"Search, Obfuscation and Price Elasticities
on the Internet".
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II.C |
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Liderazgo
en el mercado |
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- PRN, sección 12.4.
- H, capítulo 3.
- SV, capítulos 5 y 7.
- Golder, Peter y Gerard Tellis. "Pioneer
Advantage: Marketing Logic or Marketing Legend".
- Gort, Michael y Steven Klepper. "Time
Paths in the Diffusion of Product Innovations".
- Reich, Leonard. "Research, Patents, and the
Struggle to Control Radio: A Study of Big Business
and the Uses of Industrial Research".
- Liebowitz, S. J. y Stephen Margolis. "The
Fable of the Keys".
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II.D |
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Regulación |
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- Stigler, George J. "The Theory of Economic
Regulation".
- Coase, Ronald. "Payola in Radio and Television
Broadcasting".
- Goolsbee, Austan. "In a World without Borders:
The Impact of Taxes on Internet Commerce".
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III. |
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Trece |
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Industrias
de comercio electrónico |
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III.A |
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Subastas |
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- Necesario navegar por: eBay, Yahoo! buscadores
de subastas, Bidder's Edge.
- H, capítulo 11.
- Lucking-Reiley, David. "Auctions on the Internet:
What's Being Auctioned and How".
- "Online Auctions in 1999". Stanford Graduate
School of Business Case EC-7, págs. 1-5.
- Resnick, Paul y Richard Zeckhauser. "Trust
Among Strangers in Internet Transactions: Empirical
Analysis of eBay's Reputation System".
- Geurnsey, Lisa. "The Powers Behind the Auctions".
- Defoe, Daniel. Un viaje por toda la isla
de Gran Bretaña. Págs.
102-107.
- Roth, Daniel. "Meet eBay's Worst Nightmare".
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III.B |
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Comercio
al por menor |
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- Necesario navegar por: Amazon, Dell, Pcboost,
Z-shops, Yahoo! buscadores de compras, Autobytel
y Wal-mart.
- PRN, sección 9.3.1.
- "Pricing and Branding on the Internet". Stanford
Graduate School of Business Case EC-8.
- "Disintermediation in the U.S. Auto Industry".
Stanford Graduate School of Business Case EC-10.
- Morton, Fiona Scott, Florian Zettelmeyer y
Jorge Silva Risso. "Internet Car Retailing".
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III.C |
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Inversiones
en línea |
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- Necesario navegar por: E-trade, Schwab, Vanguard,
juegos virtuales de ESPN.
- "Broker.com". Stanford Graduate School of
Business Case EC-13.
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III.D |
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Portales
y motores de búsqueda |
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- Necesario navegar por: Yahoo!, MSN, AOL, Dealtime,
Pricewatch, Orbitz, Travelocity.
- White, Erin. "No Comparison. Shopping 'bots'
were supposed to unleash brutal price wars.
Why haven't they".
- Baye, Michael y John Morgan. "Price Competition
in the Small and in the Large: Evidence from
an Internet Price Comparison Site".
- Clemons, Eric, Il-horn Haan y Lorin Hitt.
"The Nature of Competition among Online Travel
Agents: An Empirical Investigation".
- Fisher, Franklin y Kevin Neels. "Estimating
the Effects of Display Bias in Computer Reservation
Systems".
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III.E |
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Comercio
electrónico "B-to-B" |
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- Lucking-Reiley, David y Daniel F.Spulber.
"Business-to-Business Electronic Commerce".
- Robinson, Edward. "Battle to the Bitter End".
- Garicano, Luis y Steven N. Kaplan. "The
Effects of Business-to-Business E-commerce on
Transaction Costs".
- Milgrom, Paul. "An Economist's Vision of the
B-to-B Marketplace".
- Anders, Jason. "Yesterday's Darling: Business-to-Business
Sites Replaced Consumer Sites as the Hot Way
to Go. Things have gotten considerably cooler".
- Robinson, Edward. "Battle to the Bitter End
(to-End): Ariba and Commerce One are Placing
Big Bets on Competing Visions of the B-to-B
Economy".
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III.F |
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Los
derechos de autor y Napster |
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- Necesario navegar por: Napster, Gnuttela.
- A&M Records y co-demandantes contra Napster,
Inc. Resolución del Tribunal Federal
de Primera Instancia del Norte de California.
- Napster Inc. contra A&M Records y co-demandantes.
Tribunal Federal de Apelaciones del Noveno Distrito.
Alegaciones iniciales del recurrente, Napster,
Inc.
- Informe pericial de Robert E. Hall, testigo
de Napster, Inc.
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III.G |
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Akamai
y distribución de contenidos |
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III.H |
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Tema
por determinar |
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IV. |
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Dos |
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Burbujas
de precios de activos |
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- H, capítulo 13.
- MacKay, Charles. Extraordinary Popular
Delusions and the Madness of Crowds. Caps.
1-3.
- Blanchard, Olivier, y Mark Watson. "Bubbles,
Rational Expectations and Financial Markets".
- Garber, Peter M. "Tulipmania".
- Vanderblue, Homer. "The Florida Land Boom".
- Posthumus, N. W. "The Tulip Mania in Holland
in the Years 1636 and 1637".
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V. |
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Dos |
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Efectos
macroeconómicos |
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- Fogel, Robert W. "Railroads as an Analogy
to the Space Program".
- Brynjolfsson, Eric. "The Productivity Paradox
of Information Technology: Review and Assessment".
- Gordon, Robert J. "Does the 'New Economy'
Measure up to the Great Inventions of the Past".
- Autor, David H. "Wiring the Labor Market".
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