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MANAGING THE DIGITAL ENTERPRISE

MICHAEL RAPPA

CASE STUDY: OVERTURE

About Overture

Overture Service, Inc., a wholly-owned subsidiary of Yahoo! Inc., is a global leader in commercial search services on the Internet. Overture pioneered commercial search by aligning the interests of consumers; its more than 100,000 active, paying advertisers; and its worldwide distribution partners, including major Web portals, ISPs and other heavily trafficked destination sites. The company offers a full suite of Internet search products and search-related services. Overture is based in Pasadena, Calif. [Source: Overture Services, Inc., January 2004]

Things to read:

• Corporate Overview
• Overture at a Glance
• How Overture Works
• Overture Affiliate Network at a Glance
• Advertising Overview
• Jupiter Media Metrix Studies

Questions to consider:

• What is Overture's "pay-for-performance" business model? How does it work?
• Is it a fair business practice for Overture to sell trademark keywords to a company's competitors?

In the news:

Overture Newsroom

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