Source: http://www.docstoc.com/docs/114702619/On-line-Supplement-to-Ownership-and-control-rights-in-Internet-portal
Timestamp: 2015-04-19 00:39:28
Document Index: 365000991

Matched Legal Cases: ['arty                                            65', 'art 2', 'arty                                            25', 'art 3', 'arty                                         44', 'art 4', 'arty                                           5', 'art 5', 'arty                                            5']

On-line Supplement to Ownership and control rights in Internet portal by gegeshandong
114702619
On-line Supplement to:
Ownership and control rights in Internet portal alliances,
Daniel W. Elfenbein*
Josh Lerner**
*Harvard University                         **Harvard University and National Bureau of Economic Research
Sherman Hall 205-3                          South Hall 220
Harvard Business School                     Harvard Business School
Boston, MA 02163                            Boston, MA 02163
dan@elfenbein.net                           jlerner@hbs.edu
(617) 495-6137                              (617) 495-6065
Online Supplement to Elfenbein and Lerner (2003)                                                       S1
These tables are designed as a supplement to “Ownership and Control Rights in Internet Portal
Alliances, 1995-1999.” The reader is asked to refer to that document for a general overview and all
Table S1 presents the relationship between selected contractual provisions relating to control,
exclusivity, completeness, and payments in the 106 alliance contracts studied in this paper.
In Table S2, we analyze the division of ownership among the parties. To perform this analysis,
we first divided the observations by four measures: the date of the agreement, the relative effort required
of the two parties, the relative traffic on the two parties’ Internet sites (as measured through the sites’
reach), and the relative financial strength of the contracting parties (as measured through revenues in the
previous four quarters).         The first two measures were divided roughly into thirds: we placed
approximately the same number of observations in each of the three time and effort categories. It did not,
however, make as much sense to divide the traffic and financial measures in this way. For instance, it
was unclear whether a distinction between a portal that was visited five times more often than the partner
and one that was visited ten times more often was very meaningful. Thus, we divided the observations
into those where the portal was visited at least three times more often or had three times greater revenues
than the partner, those where this held for the partner, and intermediate cases. As a result, the number of
observations in these cells was not even. In particular, there were relatively few cases where the partner
had significantly greater reach than the portal. In the cases where site visitation (or revenue) data were
missing, we assumed that the other party had greater reach (or revenues).           We corroborated this
assumption by examining the reported site visits (or revenues) once the partner began to be reported by
Media Metrix (or revealed its financial position in later SEC filings). As Table S2 shows, ownership did
not display a significant pattern across time, or with relative traffic or revenues of the two parties. But
Online Supplement to Elfenbein and Lerner (2003)                                                        S2
there was a sharp difference with who provided the greatest effort in the alliance. Panel D reports that
among the alliances where the partner made the greatest effort after the agreement was signed, 1.6 more
ownership rights (out of the possible three) were assigned to the partner. Among those where the portal
made the greatest effort, 1.0 more ownership rights were assigned to the portal.         For each of the
ownership provisions analyzed, the effects were significant at the one-percent confidence level. The
division of ownership was quite consistent with the predictions in incomplete contracting literature, such
as Grossman and Hart (1986).
In Table S3, we employed an ordered logit specification using the sum of the three ownership
provisions as the dependent variable. This specification avoided some of the problems posed by the
differing importance of the various ownership rights. This specification treated an alliance assigning two
ownership rights to the portal as more favorable to the portal than one with one such rights, but not
necessary twice as favorable. In each of the regressions reported in Table S3, the relative effort was
positive and statistically significant. The effects were large as well: at the mean of the independent
variables, a one standard deviation increase in the effort variable shifted the predicted allocation of
ownership from an even division to +1 (one additional ownership right assigned to the portal). Similarly,
a one standard deviation reduction in effort led to a predicted ownership of –1. The results were robust to
the use of alternative measures for the relative popularity of the two parties’ sites and their relative
financial condition,1 as well as to the addition of controls for the type of transaction and the portal. In
unreported regressions, we employed an ordinary least squares specification rather than an ordered logit
one, and added controls for the age of the portal and partner. The results continued to be robust to these
The sample size shrank when we used the difference between the financial measures or especially the
site popularity measures. This is because we did not include observations in these regressions where one
of the parties was missing data, which frequently was the case for newly established partners.
Online Supplement to Elfenbein and Lerner (2003)                                                        S3
In Table S4, we analyzed several sub-samples of alliances and found ownership to be highly
sensitive to allocation of effort in each case. We first divide the sample into contracts that specified the
development of a new co-branded site and those that did not. Alliances that specified a new co-branded
site involved relationship specific assets that the researchers could identify. For this sub-sample, the
allocation of effort is significant with and without controls for the commercial focus of the alliance and
for the portals involved. Likewise for each individual deal type (category of commercial focus for the
alliance), the coefficient on allocation of effort was significant.
In Table S5, we explore the relationship between individual control provisions and the four
independent variables that we constructed for Table S3 above. Unlike the depiction in the theoretical
literature—which often does not make a clear distinction between the division of ownership and control—
here a distinct pattern appeared. The effort required of the portal did not appear to have a linear effect on
the allocation of control. As Panel M reports, it was those agreements near the median in the division of
effort where the most control rights were granted the portal. The bargaining power of the two contracting
parties appeared to have the most dramatic impact on the allocation of control rights. For six out of
twelve control rights, when the portal had much greater revenues than the partner, significantly more
rights were assigned to the portal. These results continued to hold when we examined the aggregate
number of control rights granted in Panel M. In a similar vein, when portals had significantly more reach,
they obtained more control rights.
In Table S6 we employed the sum of control rights as the dependent variable in an ordered logit
regression.2 As the table displays, the measure of the relative visitations to the two parties’ sites remained
significant, whether we used the three-category variable used in Tables S3 and S5 or the difference
The set of control rights we analyze in this paper represent only a subset of all of the possible control
rights that could be granted by either party. In this sense our composite measures of the allocation of
control rights in the alliance are noisy.
Online Supplement to Elfenbein and Lerner (2003)                                                           S4
between the two parties on several dimensions.3 As discussed in the paper, the results were significant
economically. At the mean of the other independent variables, a shift from the partner having a greater
reach than the portal to an even division changed the predicted division of control rights from being on a
borderline between an even division and +1 to having one control right assigned to the portal. When the
portal had the greater reach, the predicted allocation of control rights was +2. The results were robust to a
number of changes to the specification.
As discussed in the paper, bargaining power is not the only explanation for the division of control
rights that is observed in the sample. An alternative explanation is that control rights are introduced into a
contract to mitigate franchise risk. Because some of the control provisions are more likely to mitigate
franchise risk than others, the data set does give us some ability to distinguish between the two theories.4
Toward this end, we generated two alternative composite control measures. Table S7 describes the
construction of these alternative measures. First, we excluded provisions related to content restrictions
from the composite control measure; in the resulting regressions, relative reach remains significant in the
basic specification and after the addition of deal type and portal controls as well as in regressions using
alternative measures of relative reach. Table S8 reports these results. Second, we excluded provisions
related to both content restrictions and provisions relating to control over “look and feel” from the
composite control measure. After making this adjustment, relative reach is nearly significant at the p &lt;
0.1 level in the basic specifications and is not significant when controls for deal type are added. When
alternative measures of relative reach are used on the subset of alliances for which they are available,
however, relative reach is highly significant.      Table S9 reports these results.      Moreover, in these
The correlation between the two measures of relative bargaining power—relative sales and relative
reach—was 0.20. Therefore, eliminating either of the measures of relative bargaining power from the
regression analysis increased the coefficient of the remaining measure, strengthening any claims of
For example, some control provisions, such as approving all of the partner&#39;s content, seemed designed to
mitigate franchise risk, while others, such as allowing for frames to be used did not.
Online Supplement to Elfenbein and Lerner (2003)                                                           S5
regressions, relative financial strength, another potential measure of bargaining power, is highly
significant. Thus, stripping away the issue of franchise risk, relative bargaining power still seems to have
an impact on the allocation of control rights, consistent with Aghion and Tirole (1994).
Online Supplement to Elfenbein and Lerner (2003)                                                         S6
The relationship between selected contract provisions. The sample consists of 106 alliances involving Internet portals between 1995 and 1999. Forty-four
common alliance provisions relating to control, contractual completeness, exclusivity, and payment terms are described. These provisions were coded as +1 if
present and 0 otherwise. The cells present the likelihood (in percentage terms) that column provision is included in the contract if the row provision is present.
If this Contractual Provision is Present …                                                          … How Often is this Contractual Provision Present?
1. Spec-        2.      3. Portal   4. Partner    5. Portal   6. Partner   7. Mention   8. Ad        9. Specific     10.
ification    Approval   Standards   Standards    “Look and    “Look and                 Copy          Browser      Software
Feel”       Feel”
1. Specification of Partner Line of Business                                              24%         48%           4%          17%          37%          45%        0%             27%          17%
2. Explicit Approval of Partner Content                                          29                     17           5            58           13            9         4              21           21
3. Conformance to Portal Standards                                               53         15                       7            15           44           52         4              41           19
4. Conformance to Partner Standards                                              20         20          40                        40           20            0         0              20            0
5. Portal determines site’s “look and feel”                                      15         41          12            6                         0            3         0              12           12
6. Partner determines site’s “look and feel”                                     46         12          50            4           0                         54         8              38           21
7. Requirement to Mention Other Party                                            65         10          70            0           5            65                     15              35           20
8. Approval of Advertising Copy                                                   0         33          33            0           0            67         100                         33            0
9. Partner Required to Optimize Site for Specific Browser                        44         28          61            6          22            50          39            6                         22
10. Partner Required to Use Specific Software                                    36         36          36            0          29            36          29            0            29
11. Partner Required to Use Frames                                               38         23          21            0          27            23          17            3            20           7
12. Partner Required to Return User to Portal Site                               74         16          68            5           0            47          63            5            42           5
13. Portal Receives Equity in Partner                                            25         25          42            0          25            33          25            0            25           8
14. Portal Receives Board Observation Rights                                      0        100           0            0         100             0           0            0           100         100
15. Minimum Number of Impressions                                                34         19          30           15           26           29          26             4           16          14
16. Minimum Number of Targeted Impressions                                       22         22          11           13           11           11          22            22           11           0
17. Minimum Number of Click-Throughs                                             20         20           0            0           40           20          20             0           20           0
18. Minimum Revenue                                                              57         21          43            7           28           43          43             7           21          29
19. Minimum Number of New Customers                                               0         33           0           33           33            0           0             0            0           0
20. Speed Targets                                                                45         16          39            7           39           29          29             3           32          16
21. Uptime Targets                                                               50         27          40            7           40           30          27             0           33          17
22. Customer Service Targets                                                     69         14          71            0           21           43          57             7           43          21
23. Competitive Ranking Targets                                                  60         27          40            0           40           27          40             7           27          13
Portal Exclusivity:
24. Portal Cannot Establish Any Agreements with Competitors                      29         23          26           12           37           19          19            0             7           7
25. Portal Cannot Establish More than N Agreements with Competitors              22         22          11            0           11           44          11            0            22          33
26. Portal Cannot Advertise Competitors                                          41         18          24           12           41           29          24            0            18          18
27. Portal Cannot Advertise Competitors in Certain Areas                         29         29          14            0           21           21          11            0            18           4
28. Portal Cannot Advertise Competitors on a Continuous Basis                    25          0           0           25            0           50          25            0             0           0
29. Portal Cannot Link to Competitors                                            21         36           7           14           57            7          14            0             7           7
30. Portal Grants Competitors Excl. Use of Keywords / Search Terms               20         40           0           25           20           20           0            0             0           0
31. Portal Grants Competitors a Fraction of Keywords / Search Terms              30         20          10           11           30           20          10            0            10           0
Partner Exclusivity:
32. Partner Cannot Establish Any Agreements with Competitors                     14         50          13            0           75           13            0            0           25          13
33. Partner Cannot Establish Certain Agreements with Competitors                 50         25          38            0           25           25           38            0           25          63
34. Partner Cannot Advertise Competitors                                         58          8          50            9           33           33           42            8           50           0
35. Partner Cannot Advertise Competitors in Certain Areas                        67         11          56            0            0           44           56            0           33          11
36. Partner Cannot Advertise Competitors on a Continuous Basis                    0         50           0            0            0            0           50           50            0           0
37. Partner Must Promote Portal at least as Prominently as Competitors           42         17          42            0           33           42           50            0           25          42
38. Partner Cannot Link to Competitors                                           80         10          40            0           10           20           40           10           40           0
39. Fixed Payment                                                               33          22          31            9           22           28           19           3            19           0
40. Payment Based on Product Sales                                              42          16          30            0           19           32           29           3            26          16
41. Payment Based on Gross Margin                                              100          50          50            0           50            0           50           0             0           0
42. Payment Based on New Customers / Subscribers                                11          30          10            0           40           20           10           0             0           0
43. Payment Based on Advertising Revenue                                        38          23          28            8           37           19           30           7            19           9
44. Payment Exclusively from Partner to Portal                                  30          22          25            4           30           26           20           3            16          12
Online Supplement to Elfenbein and Lerner (2003)                                                                                                                                                        S7
Table S1 (Part 2)
If this Contractual Provision is Present …                                                            … How often is this Contractual Provision Present?
11. Frames    12.        13. Equity   14. Board    15. Im-    16. Targ-   17. Click-     18.         19.      20. Speed
Return                               pressions   eted Im-    Throughs     Revenue    Customers
1. Specification of Partner Line of Business                                   38%        48%           11%          0%         83%          7%           3%        27%          0%         50%
2. Explicit Approval of Partner Content                                          29         13            13          4           54           8           4          13           4          21
3. Conformance to Portal Standards                                               22         48            18          0           78           4           0          22           0          48
4. Conformance to Partner Standards                                               0         20             0          0           20          20           0          20          20          40
5. Portal determines site’s “look and feel”                                      24          0             9          3           53           3           6          12           3          35
6. Partner determines site’s “look and feel”                                     29         38            17          0           83           4           4          25           0          38
7. Requirement to Mention Other Party                                            25         60            15          0           90          10           5          30           0          50
8. Approval of Advertising Copy                                                  33         33             0          0          100          67           0          33           0          33
9. Partner Required to Optimize Site for Specific Browser                        33         44            17          6           61           6           6          17           0          56
10. Partner Required to Use Specific Software                                    14          7             7          7           71           0           0          29           0          38
11. Partner Required to Use Frames                                                          27            17          0           77           7           3          13           0          27
12. Partner Required to Return User to Portal Site                              42                        16          0           89          11           5          32           5          65
13. Portal Receives Equity in Partner                                           42         25                         0           58           0           8          17           0          50
14. Portal Receives Board Observation Rights                                     0          0              0                       0           0           0           0           0         100
15. Minimum Number of Impressions                                               33         24            10            0                      11            4         20           3          28
16. Minimum Number of Targeted Impressions                                      22         22             0            0          89                       11         11          11          33
17. Minimum Number of Click-Throughs                                            20         20            20            0          60          20                       0           0          40
18. Minimum Revenue                                                             29         43            14            0         100           7            0                      7          57
19. Minimum Number of New Customers                                              0         33             0            0          67          33            0         33                      33
20. Speed Targets                                                               26         35            20            3          61          10            6         26           3
21. Uptime Targets                                                              23         30            21            3          60           7            7         23           3          86
22. Customer Service Targets                                                    21         50            23            0          64           7            0         43           0          85
23. Competitive Ranking Targets                                                 53         60            27            0          87          20           13         27           7          67
24. Portal Cannot Establish Any Agreements with Competitors                     35         16            19            0          74           7            7         19           7          28
25. Portal Cannot Establish More than N Agreements with Competitors             22         11             0            0          89          22           11         11           0          44
26. Portal Cannot Advertise Competitors                                         41         18             0            0          94           6           12         24           6          29
27. Portal Cannot Advertise Competitors in Certain Areas                        46         21            14            0          79          11            7         14           0          25
28. Portal Cannot Advertise Competitors on a Continuous Basis                    0          0            25            0          50          25            0          0          25          25
29. Portal Cannot Link to Competitors                                           43          0             7            0          86          21           14          7           7           0
30. Portal Grants Competitors Excl. Use of Keywords / Search Terms              60          0            20            0          80          40           20          0          20          20
31. Portal Grants Competitors a Fraction of Keywords / Search Terms             30         20            10            0          90          10           10         20           0          22
32. Partner Cannot Establish Any Agreements with Competitors                    25         13            13           13          50           0           13         13          25          25
33. Partner Cannot Establish Certain Agreements with Competitors                 0         13            13           13          63          13            0         38           0          50
34. Partner Cannot Advertise Competitors                                        42         58            33            0          83           8           17         42           8          83
35. Partner Cannot Advertise Competitors in Certain Areas                       44         67            11            0          89          11           11          0           0          50
36. Partner Cannot Advertise Competitors on a Continuous Basis                  50        100             0            0         100          50            0        100          50          50
37. Partner Must Promote Portal at least as Prominently as Competitors          17          8             0            0          83           8            0         17           0          33
38. Partner Cannot Link to Competitors                                          40         60            20            0          80          30           20         30           0          60
39. Fixed Payment Only                                                          39         31            14            0          75           8            3          8           6          31
40. Payment Based on Product Sales                                              45         26            13            0          71          13            0         26           0          40
41. Payment Based on Gross Margin                                               50         50            50            0         100           0            0         50           0          50
42. Payment Based on New Customers / Subscribers                                30          0            20            0          60           0           10          0          10          20
43. Payment Based on Advertising Revenue                                        30         21            14            0          60          12            7         21           5          26
44. Payment Exclusively from Partner to Portal                                  34         19             8            0          77          12            7         12           3          29
Online Supplement to Elfenbein and Lerner (2003)                                                                                                                                                   S8
Table S1 (Part 3)
If this Contractual Provision is Present …                                                        … How often is this Contractual Provision Present?
21.      22. Cust.   23. Comp    24. No     25. Some    26. No    27. Ban      28. No     29. No     30. Excl.
Uptime     Service     Ranking   Agreement   Agreement    Ads      Certain    Continuous   Links      Keywords
s           s                  Ads          Ads
1. Specification of Partner Line of Business                                53%         32%        35%         41%          7%       24%        27%           3%        10%          3%
2. Explicit Approval of Partner Content                                       33           8         17          42           8        13         33            0         21           8
3. Conformance to Portal Standards                                            48           4         25          41           4        15         15            0          4           0
4. Conformance to Partner Standards                                           40           0          0         100           0        40          0           20         40          20
5. Portal determines site’s “look and feel”                                   35           9         18          47           3        21         18            0         24           3
6. Partner determines site’s “look and feel”                                  38          25         18          33          17        21         25            8          4           4
7. Requirement to Mention Other Party                                         44          44         38          40           5        20         15            5         10           0
8. Approval of Advertising Copy                                                0          33         33           0           0         0          0            0          0           0
9. Partner Required to Optimize Site for Specific Browser                     56          33         22          17          27         0          6            0          6          11
10. Partner Required to Use Specific Software                                 38          23         15          21          21        21          7            0          7           0
11. Partner Required to Use Frames                                            23          10         27          50           7        23         43            0         20          10
12. Partner Required to Return User to Portal Site                            53          41         56          37           5        16         32            0          0           0
13. Portal Receives Equity in Partner                                         50          25         33          67           0         0         33            8          8           8
14. Portal Receives Board Observation Rights                                 100           0          0           0           0         0          0            0          0           0
15. Minimum Number of Impressions                                             27          13         20          46          11        23         31           3         17            6
16. Minimum Number of Targeted Impressions                                    22          11         33          33          22        11         33          11         33           22
17. Minimum Number of Click-Throughs                                          40           0         40          60          20        40         40           0         40           20
18. Minimum Revenue                                                           50          43         29          57           7        29         29           0          7            0
19. Minimum Number of New Customers                                           33           0         33         100           0        33          0          33         33           33
20. Speed Targets                                                             84          39         33          39          13        16         23           3          0            3
21. Uptime Targets                                                                        33         34          40          10        20         20           3          3            7
22. Customer Service Targets                                                  71                     38          43           0        21         14           0          0            0
23. Competitive Ranking Targets                                               67          33                     47           7        33         13           0         13            7
24. Portal Cannot Establish Any Agreements with Competitors                   28          14         16                       0        33         35           5         28            9
25. Portal Cannot Establish More than N Agreements with Competitors           33           0         13           0                     0         44          11          0           11
26. Portal Cannot Advertise Competitors                                       35          18         29          82           0                    0           0         53           12
27. Portal Cannot Advertise Competitors in Certain Areas                      21           7          7          54          14         0                      4         11            4
28. Portal Cannot Advertise Competitors on a Continuous Basis                 25           0          0          50          25         0         25                     25           25
29. Portal Cannot Link to Competitors                                          7           0         14          86           0        64         21           7                      29
30. Portal Grants Competitors Excl. Use of Keywords / Search Terms            40           0         20          80          20        40         20          20         80
31. Portal Grants Competitors a Fraction of Keywords / Search Terms           11           0          0          20          10        20         50          10         20            0
32. Partner Cannot Establish Any Agreements with Competitors                  25          13         13          63           0        25         13           0         13            0
33. Partner Cannot Establish Certain Agreements with Competitors              50          38          0          50           0        38         25           0         25            0
34. Partner Cannot Advertise Competitors                                      58          42         50          50           0        33         25           0          8            0
35. Partner Cannot Advertise Competitors in Certain Areas                     50          13         29          11          33         0         33           0          0            0
36. Partner Cannot Advertise Competitors on a Continuous Basis                50           0         50           0           0         0          0           0          0            0
37. Partner Must Promote Portal at least as Prominently as Competitors        33          25         18          50          25        33          8           8         25            0
38. Partner Cannot Link to Competitors                                        30          40         40          40          10        20         40           0         20            0
39. Fixed Payment Only                                                        29           6         20          44           6        22         33           8         14            6
40. Payment Based on Product Sales                                            43          30         21          39           6        16         42           3         13            6
41. Payment Based on Gross Margin                                            100          50        100         100           0        50          0           0         50           50
42. Payment Based on New Customers / Subscribers                              30          10         10          80           0        20         50          10          0            0
43. Payment Based on Advertising Revenue                                      29          17          7          49           2         9         23           7         19            5
44. Payment Exclusively from Partner to Portal                                23          14         17          47           9        23         34           4         18            7
Online Supplement to Elfenbein and Lerner (2003)                                                                                                                                           S9
Table S1 (Part 4)
If this Contractual Provision is Present …                                                         … How often is this Contractual Provision Present?
31. Some    32. No     33. Some    34. No Ads   35. Restrict   36. Cont.      37.      38. No     39. Fixed   40. Product
Keywords   Agreement   Agreement                    Ads           Ads      Promotion   Links       Payment       Sales
s           s                                                                        Only
1. Specification of Partner Line of Business                                 10%          3%         14%          24%           21%           0%         17%        28%         41%          45%
2. Explicit Approval of Partner Content                                         8          17           8            4             4            4           8          4          33           21
3. Conformance to Portal Standards                                              4           4          11           22            19            0          19         15          41           33
4. Conformance to Partner Standards                                            20           0           0           20             0            0           0          0          60            0
5. Portal determines site’s “look and feel”                                     9          18           6           12             0            0          12          3          24           18
6. Partner determines site’s “look and feel”                                    8           3           8           17            17            0          21          8          42           42
7. Requirement to Mention Other Party                                           5           0          15           25            25            5          30         20          35           45
8. Approval of Advertising Copy                                                 0           0           0           33             0           33           0         33          33           33
9. Partner Required to Optimize Site for Specific Browser                       6          11          11           33            17            0          17         22          39           50
10. Partner Required to Use Specific Software                                   0           7          36            0             7            0          36          0           0           36
11. Partner Required to Use Frames                                             10           7           0           17            13            3           7         13          47           47
12. Partner Required to Return User to Portal Site                             11           5           5           37            32           11           5         32          58           42
13. Portal Receives Equity in Partner                                           8           8           8           33             8            0           0         17          42           42
14. Portal Receives Board Observation Rights                                    0         100         100            0             0            0           0          0           0            0
15. Minimum Number of Impressions                                              13           6           7          14             11            3          14        11           39           31
16. Minimum Number of Targeted Impressions                                     11           0          11          11             11           11          11        33           33           44
17. Minimum Number of Click-Throughs                                           20          20           0          40             20            0           0        40           20            0
18. Minimum Revenue                                                            14           7          21          36              0           14          14        21           21           57
19. Minimum Number of New Customers                                             0          67           0          33              0           33           0         0           67            0
20. Speed Targets                                                               6           6          13          32             13            3          13        19           35           39
21. Uptime Targets                                                              3           7          13          23             13            0          13        10           33           43
22. Customer Service Targets                                                    0           7          21          36              7            7          21        29           14           64
23. Competitive Ranking Targets                                                 0           7           0          40             13            7          13        27           47           40
24. Portal Cannot Establish Any Agreements with Competitors                     5          12           9          14              2            2          14         9           37           28
25. Portal Cannot Establish More than N Agreements with Competitors            11           0           0           0             33            0          33        11           22           22
26. Portal Cannot Advertise Competitors                                        12          12          18          24              0            0          24        12           47           29
27. Portal Cannot Advertise Competitors in Certain Areas                       18           4           7          11             11            0           4        14           43           46
28. Portal Cannot Advertise Competitors on a Continuous Basis                  25           0           0           0              0            0          25         0           75           25
29. Portal Cannot Link to Competitors                                          14           7          14           7              0            0          21        14           36           29
30. Portal Grants Competitors Excl. Use of Keywords / Search Terms              0           0           0           0              0            0           0         0           40           40
31. Portal Grants Competitors a Fraction of Keywords / Search Terms                        20           0          30             10            0           0         2           70           30
32. Partner Cannot Establish Any Agreements with Competitors                   25                      13          38              0           13           0        13           25           13
33. Partner Cannot Establish Certain Agreements with Competitors                0          13                       0              0            0          38        13            0           50
34. Partner Cannot Advertise Competitors                                       25          25           0                          0            8           0        50           58           25
35. Partner Cannot Advertise Competitors in Certain Areas                      11           0           0           0                           0          11        33           67           22
36. Partner Cannot Advertise Competitors on a Continuous Basis                  0          50           0          50              0                        0        50            0           50
37. Partner Must Promote Portal at least as Prominently as Competitors          0           0          25           0              8            0                     0            8           33
38. Partner Cannot Link to Competitors                                         20          10          10          60             30           10           0                     60           40
39. Fixed Payment Only                                                         19           6           0          19             17            0           3        17                        14
40. Payment Based on Product Sales                                             10           3          13          10              6            3          13        13           16
41. Payment Based on Gross Margin                                               0           0           0          50              0            0           0        50           50            0
42. Payment Based on New Customers / Subscribers                               10          20           0          10              0            0           0         0           50           20
43. Payment Based on Advertising Revenue                                        5          14           7          16              7            5          12        16           28           60
44. Payment Exclusively from Partner to Portal
Online Supplement to Elfenbein and Lerner (2003)                                                                                                                                                S10
Table S1 (Part 5)
41. Gross   42. New     43. Share   44. To
Margin     Customers      Ad       Portal
/ Subs      Revenue     Only
1. Specification of Partner Line of Business                                     7           3          55        76
2. Explicit Approval of Partner Content                                          4          13          42        67
3. Conformance to Portal Standards                                               4           4          44        67
4. Conformance to Partner Standards                                              0           0          60        60
5. Portal determines site’s “look and feel”                                      3          12          48        65
6. Partner determines site’s “look and feel”                                     0           8          33        79
7. Requirement to Mention Other Party                                            5           5          65        75
8. Approval of Advertising Copy                                                  0           0         100        67
9. Partner Required to Optimize Site for Specific Browser                        0           0          44        67
10. Partner Required to Use Specific Software                                    0           0          29        64
11. Partner Required to Use Frames                                               3          10          43        83
12. Partner Required to Return User to Portal Site                               5           0          47        74
13. Portal Receives Equity in Partner                                            8          17          50        50
14. Portal Receives Board Observation Rights                                     0           0           0         0
15. Minimum Number of Impressions                                                3           9          38        81
16. Minimum Number of Targeted Impressions                                       0           0          56       100
17. Minimum Number of Click-Throughs                                             0          20          60       100
18. Minimum Revenue                                                              7           0          64        64
19. Minimum Number of New Customers                                              0          33         100        67
20. Speed Targets                                                                3           6          37        68
21. Uptime Targets                                                               7          10          41        57
22. Customer Service Targets                                                     7           7          50        71
23. Competitive Ranking Targets                                                 13           7          50        80
24. Portal Cannot Establish Any Agreements with Competitors                      5          19          50        81
25. Portal Cannot Establish More than N Agreements with Competitors              0           0          11        78
26. Portal Cannot Advertise Competitors                                          6          12          25       100
27. Portal Cannot Advertise Competitors in Certain Areas                         0          18          36        89
28. Portal Cannot Advertise Competitors on a Continuous Basis                    0          25          75        75
29. Portal Cannot Link to Competitors                                            7           0          57        93
30. Portal Grants Competitors Excl. Use of Keywords / Search Terms              20           0          40       100
31. Portal Grants Competitors a Fraction of Keywords / Search Terms              0          10          20        90
32. Partner Cannot Establish Any Agreements with Competitors                     0          25          86        63
33. Partner Cannot Establish Certain Agreements with Competitors                 0           0          38        63
34. Partner Cannot Advertise Competitors                                         8           8          64        92
35. Partner Cannot Advertise Competitors in Certain Areas                        0           0          33        44
36. Partner Cannot Advertise Competitors on a Continuous Basis                   0           0         100        50
37. Partner Must Promote Portal at least as Prominently as Competitors           0           0          42        67
38. Partner Cannot Link to Competitors                                          10           0          70        80
39. Fixed Payment Only                                                           3          14          34        78
40. Payment Based on Product Sales                                               0           6          45        80
41. Payment Based on Gross Margin                                                            0          50        50
42. Payment Based on New Customers / Subscribers                                 0                      33        90
43. Payment Based on Advertising Revenue                                         3           7                    56
44. Payment Exclusively from Partner to Portal                                   1          12          33
Online Supplement to Elfenbein and Lerner (2003)                                                                                                         S11
The allocation of ownership in portal alliances. The sample consists of 106 alliances involving Internet
portals between 1995 and 1999. Observations are divided by the date of the agreement, the relative effort
required of the portal and partner, the relative reach of the portal and the partner in the month before the
signing of the contract, and the relative sales of the portal and the partner in the quarter before the signing
of the contract. The table presents the ownership of the URL, servers, and customer data, as well as a
composite consisting of the sum of all four measures. +1 denoted a case where the ownership was assigned
to the portal, -1 those where it was assigned to the partner, and 0 intermediate cases. The rightmost column
presents the test statistics from χ2-tests of the significance of these differences (F-tests in the case of the
composite variable. For the F-tests, the null hypothesis is that the mean value of the composite measure in
each category is equal to the mean of the entire sample.)
Panel A: Ownership of URL
Average Ownership for Alliances When…                    Test
False       Intermediate        True                  Statistic
Is this a late agreement?                         0.06           0.28             0.46                    7.22
Is most effort required of portal?               -0.05           0.42             0.50              ***23.80
Does portal have greater reach?                   0.33           0.06             0.29                    2.66
Does portal have greater revenues?                0.48           0.00             0.22                    2.52
Panel B: Ownership of Server
Is this a late agreement?                        -0.62          -0.28            -0.50                    4.57
Is most effort required of portal?               -0.90          -0.49             0.50              ***51.73
Does portal have greater reach?                  -0.33           0.39            -0.46                    2.47
Does portal have greater revenues?               -0.14          -0.50            -0.52                   *8.32
Panel C: Ownership of Customer Data
Is this a late agreement?                        -0.38          -0.17            -0.23                    3.44
Is most effort required of portal?               -0.61          -0.05             0.00              ***34.00
Does portal have greater reach?                   0.00          -0.06            -0.31                    4.88
Does portal have greater revenues?               -0.19          -0.33            -0.27                    1.02
Panel D: Sum of Three Ownership Measures
Is this a late agreement?                        -0.94          -0.17            -0.27                   *2.59
Is most effort required of portal?               -1.56          -0.12             1.00              ***32.61
Does portal have greater reach?                   0.00          -0.39            -0.47                    0.14
Does portal have greater revenues?                0.14          -0.83            -0.57                    1.91
* = Significant at the 10% confidence level; ** = significant at the 5% confidence level; *** = significant
at the 1% confidence level.
Online Supplement to Elfenbein and Lerner (2003)                                                           S12
Ordered logit regression analyses of the allocation of ownership in portal alliances. The sample consists of 106 alliances involving Internet portals between
1995 and 1999. The dependent variable is the sum of measures of the ownership of the URL, servers, and customer data (+1 denoted a case where the ownership
was assigned to the portal, -1 those where it was assigned to the partner, and 0 intermediate cases.) Independent variables include the year of the agreement, the
relative effort required of the portal and partner after the alliance signing on five key dimensions (with those where the most effort is required of the portal coded
as –5 and the most effort by the portal as +5), the relative reach of the portal and the partner in the month before the signing of the contract (in most regressions,
+1 denoted a case where the portal has the greater reach, -1 those where the partner did, and 0 intermediate cases, though in one case the difference in the reach
measures is used), and the relative sales of the portal and the partner in the quarter before the signing of the contract (in most regressions, +1 denoted a case
where the portal has the greater sales, -1 those where the partner did, and 0 intermediate cases, though in one case the difference in the actual sales in billions of
1999 dollars is used). Two regressions include controls for the type of the agreement and the portals entering into the agreements (not reported).
Heteroskedastic-consistent standard errors in brackets.
Basic                    Exploring robustness to               Controlling for      Controlling for
Specification                 alternative measures                  deal type         deal type &amp; portal
Year of agreement                                               *0.39 [0.21]             0.35 [0.30]          0.26 [0.27]        **0.42 [0.18]             0.33 [0.21]
Relative effort required after alliance signing               ***0.65 [0.06]         ***0.69 [0.09]       ***0.58 [0.10]        ***0.57 [0.07]        ***0.45 [0.07]
Does the portal have greater reach?                              0.18 [0.44]            -0.17 [0.66]                                0.20 [0.37]            0.28 [0.31]
Difference between portal and partner’s reach                                                                -0.50 [0.74]
Does the portal have greater sales?                               -0.19 [0.31]                               -0.08 [0.42]           -0.19 [0.37]           0.24 [0.40]
Difference between portal and partner’s sales                                          -0.01 [0.03]1
Did the alliance promote content?                                                                                                   -0.34 [0.68]          -0.66 [0.66]
Did the alliance promote product sales?                                                                                              0.71 [0.54]          -0.89 [0.49]
Did the alliance involve a service agreement?                                                                                        0.30 [0.67]           0.50 [0.53]
Number of observations                                                    106                   87                      64                  102                   102
Log likelihood                                                        -162.62              -129.73                  -98.23              -155.25               -148.87
Pseudo R2                                                                0.15                 0.17                    0.14                 0.16                  0.19
* = Significant at the 10% confidence level; ** = significant at the 5% confidence level; *** = significant at the 1% confidence level.
coefficient and standard error multiplied by 10-4
Online Supplement to Elfenbein and Lerner (2003)                                                                                                                  S13
Ordered logit regression analyses of the allocation of ownership in portal alliances for selected sub-samples. The sample consists of 106 alliances
involving Internet portals between 1995 and 1999. Two types of sub-samples were analyzed. First, 46 alliances were designated as ‘co-branded’; a co-branded
agreement typically involved the creation of new web-pages with brands or service marks identifying both parties. Co-branded and non-cobranded contracts
were analyzed separately. Second, the alliances were divided into three sub-samples depending on whether the contract focused on providing a service, content,
or product sales. In 9 instances, alliances were determined to have a dual focus, which was typically content and product sales. These agreements were analyzed
in both sets of regressions. The dependent variable is the sum of measures of the ownership of the URL, servers, and customer data (+1 denoted a case where the
ownership was assigned to the portal, -1 those where it was assigned to the partner, and 0 intermediate cases.) Independent variables include the year of the
agreement, the relative effort required of the portal and partner after the alliance signing on five key dimensions (with those where the most effort is required of
the portal coded as –5 and the most effort by the portal as +5), the relative reach of the portal and the partner in the month before the signing of the contract (in
most regressions, +1 denoted a case where the portal has the greater reach, -1 those where the partner did, and 0 intermediate cases, though in one case the
difference in the reach measures is used), and the relative sales of the portal and the partner in the quarter before the signing of the contract (in most regressions,
+1 denoted a case where the portal has the greater sales, -1 those where the partner did, and 0 intermediate cases, though in one case the difference in the actual
sales in billions of 1999 dollars is used). Coefficients on the relative effort variable only are displayed. Heteroskedastic-consistent standard errors in brackets.
P-values for significant coefficients in parentheses.
All                      Designation:                                        Focus of Alliance#
Contracts          Co-branded     Not Co-branded              Service              Content           Product Sales
Observations                                                 106                   46                  60                   42                   27                  46
Relative Effort                                    ***0.65 [0.06]      ***0.76 [0.14]      ***0.71 [0.08]        **0.25 [0.11]       ***0.81 [0.18]      ***1.08 [0.24]
(p &lt; .001)          (p &lt; .001)           (p &lt; .001)          (p = .027)            (p &lt; .001)         (p &lt; .001)
Controlling for Deal Type
Observations                                                 102                   44                  60           N/A                  N/A                 N/A
Relative Effort                                    ***0.57 [0.07]      ***0.64 [0.16]      ***0.67 [0.14]
(p &lt; .001)          (p &lt; .001)           (p &lt; .001)
Controlling for Deal Type and Portal
Observations                                                 102                   44                  58           N/A                  N/A                 N/A
Relative Effort                                    ***0.45 [0.07]       **0.51 [0.23]      ***0.66 [0.20]
(p &lt; .001)          (p = .029)           (p = .001)
Some alliances had two areas of focus
Online Supplement to Elfenbein and Lerner (2003)                                                                                                                   S14
The allocation of control in portal alliances. The sample consists of 106 alliances involving Internet portals
between 1995 and 1999. Observations are divided by the date of the agreement, the relative effort required of the
portal and partner, the relative reach of the portal and the partner in the month before the signing of the contract, and
the relative sales of the portal and the partner in the quarter before the signing of the contract. The table presents
several measures of allocation of control: whether one party’s line of business is specified, the material must be
explicitly approved by one party, the material must conform to one party’s standard, the “look and feel” of the
material is determined by one party, one party must mention the other in its advertising, and the advertising copy
must be approved by one party. (+1 denoted a case where control was assigned to the portal, -1 those where it was
assigned to the partner, and 0 intermediate cases.) The table also reports the presence of a variety of control rights
that the portal may exercise over the partner: that the partner must optimize the site for the portal’s software or
employ the portal’s software, that the partner must use frames or other navigational devices, that a good faith effort
must be made to return users to the portal, and that the portal receives equity in and board observers rights at the
partner. (+1 denoted a case where control was assigned to the portal and 0 where it was not.) The table also
presents a composite consisting of the sum of all 12 measures. The rightmost column presents the test statistics from
χ2-tests of the significance of these differences (F-tests in the case of the composite variable. For the F-tests, the null
hypothesis is that the mean value of the composite measure in each category is equal to the mean of the entire
Panel A: Specification of Line-of-Business
Average Control for Alliances When…                    Test
False          Intermediate          True             Statistic
Is this a late agreement?                           0.21               0.20              0.50            **8.68
Is most effort required of portal?                  0.30               0.33              0.14               2.79
Does portal have greater reach?                     0.00               0.00              0.35          ***10.02
Does portal have greater revenues?                  0.05               0.33              0.33            **6.32
Panel B: Explicit Approval of Content
Is this a late agreement?                           0.24               0.22              0.23               0.04
Is most effort required of portal?                  0.12               0.33              0.23              *4.97
Does portal have greater reach?                     0.33               0.22              0.23               0.20
Does portal have greater revenues?                  0.19               0.17              0.24               0.37
Panel C: Conformance to Posted Standards
Is this a late agreement?                           0.24               0.14              0.32               2.48
Is most effort required of portal?                  0.23               0.29              0.05               5.80
Does portal have greater reach?                     0.00               0.00              0.27               7.63
Does portal have greater revenues?                 -0.10               0.33              0.29          ***16.33
Panel D: Determination of Site’s “Look and Feel”
Is this a late agreement?                           0.06               0.22             -0.08               5.43
Is most effort required of portal?                 -0.12               0.09              0.50           **10.38
Does portal have greater reach?                     0.00               0.11              0.09               0.27
Does portal have greater revenues?                  0.57               0.17             -0.04           **11.61
Panel E: Requirement to Mention Other Party in Advertising
Is this a late agreement?                           0.24               0.13              0.23               1.80
Is most effort required of portal?                  0.24               0.23              0.00            **6.47
Does portal have greater reach?                     0.00               0.11              0.21               1.70
Does portal have greater revenues?                  0.05               0.00              0.24              *5.51
Online Supplement to Elfenbein and Lerner (2003)                                                                      S15
Panel F: Approval of Advertising Copy
Average Control for Alliances When…            Test
False        Intermediate         True        Statistic
Is this a late agreement?                         0.06            0.02             0.00           1.98
Is most effort required of portal?                0.05            0.02             0.00           1.31
Does portal have greater reach?                   0.00            0.06             0.02           0.64
Does portal have greater revenues?                0.00            0.00             0.04           1.06
Panel G: Partner Required to Optimize Site for Viewing
Is this a late agreement?                         0.18            0.17             0.15           0.06
Is most effort required of portal?                0.12            0.28             0.05        **6.72
Does portal have greater reach?                   0.33            0.11             0.18           1.04
Does portal have greater revenues?                0.00            0.00             0.23        **7.41
Panel H: Partner Required to Use Certain Software
Is this a late agreement?                         0.24            0.07             0.12          *5.02
Is most effort required of portal?                0.10            0.19             0.09           1.84
Does portal have greater reach?                   0.00            0.17             0.13           0.65
Does portal have greater revenues?                0.10            0.00             0.15           1.43
Panel I: Partner Required to Use Frames or Other Navigational Devices
Is this a late agreement?                         0.26            0.24             0.38           1.81
Is most effort required of portal?                0.37            0.19             0.32           3.51
Does portal have greater reach?                   0.33            0.17             0.31           1.45
Does portal have greater revenues?                0.24            0.50             0.28           1.61
Panel J: Partner Required to Try to Return Users
Is this a late agreement?                         0.24            0.09             0.27          *4.82
Is most effort required of portal?                0.24            0.21             0.00        **6.23
Does portal have greater reach?                   0.00            0.00             0.22          *5.72
Does portal have greater revenues?                0.00            0.17             0.23          *5.86
Panel K: Portal Receives Equity in Partner
Is this a late agreement?                         0.06            0.11             0.20           2.86
Is most effort required of portal?                0.10            0.14             0.09           0.57
Does portal have greater reach?                   0.33            0.00             0.13           3.97
Does portal have greater revenues?                0.00            0.33             0.13          *5.71
Panel L: Portal Receives Board Observation Rights
Is this a late agreement?                         0.03            0.00             0.00           2.11
Is most effort required of portal?                0.00            0.02             0.00           1.51
Does portal have greater reach?                   0.00            0.00             0.01           0.25
Does portal have greater revenues?                0.00            0.00             0.01           0.35
Online Supplement to Elfenbein and Lerner (2003)                                                         S16
Panel M: Sum of Twelve Control Measures
Average Control for Alliances When…                     Test
False        Intermediate         True                 Statistic
Is this a late agreement?                       2.00            1.57                  2.29               1.57
Is most effort required of portal?              1.69            2.34                  1.32              *3.06
Does portal have greater reach?                 1.00            1.27                  1.68            **3.55
Does portal have greater revenues?              0.95            2.00                  2.12            **4.04
* = Significant at the 10% confidence level; ** = significant at the 5% confidence level; *** = significant at the 1%
Online Supplement to Elfenbein and Lerner (2003)                                                                  S17
Ordered logit regression analyses of the allocation of control in portal alliances. The sample consists of 106 alliances involving Internet portals between
1995 and 1999. The dependent variable is the sum of twelve measures of the allocation of control (+1 denoted a case where the control was assigned to the
portal, -1 those where it was assigned to the partner, and 0 intermediate cases.) Independent variables include the year of the agreement, the relative effort
required of the portal and partner after the alliance signing on five key dimensions (with those where the most effort is required of the portal coded as –5 and the
most effort by the portal as +5), the relative reach of the portal and the partner in the month before the signing of the contract (in most regressions, +1 denoted a
case where the portal has the greater reach, -1 those where the partner did, and 0 intermediate cases, though in one case each the difference in the reach measures,
the mean days spent in each month on the site per Internet user, and the mean monthly minutes per Internet user are used), and the relative sales of the portal and
the partner in the quarter before the signing of the contract (+1 denoted a case where the portal has the greater sales, -1 those where the partner did, and 0
intermediate cases). One regression includes controls for the type of the agreement. Heteroskedastic-consistent standard errors in brackets.
Basic                               Exploring robustness to                         Controlling for
Specification                           alternative measures                             Deal type
Year of agreement                                                0.07 [0.18]            0.10 [0.38]          -0.02 [0.38]           0.03 [0.22]          0.12 [0.19]
Relative effort required after alliance signing                  0.03 [0.09]            0.11 [0.07]           0.09 [0.08]           0.07 [0.09]          0.02 [0.08]
Does the portal have greater reach?                            **0.73 [0.26]                                                                         ***0.63 [0.18]
Difference between portal and partner’s reach                                         **2.62 [1.06]
Difference between portal and partner’s daily usage                                                       ***0.52 [0.18]
Difference between portal and partner’s total usage                                                                                *0.03 [0.02]
Does the portal have greater sales?                              *0.50 [0.28]           0.35 [0.22]           0.34 [0.22]         **0.49 [0.26]           0.46 [0.30]
Did the alliance promote content?                                                                                                                         0.73 [0.75]
Did the alliance promote product sales?                                                                                                                   0.58 [0.66]
Did the alliance involve a service agreement?                                                                                                             0.62 [0.83]
Number of observations                                                     99                    62                    62                      62                  96
Log likelihood                                                        -176.90               -107.37               -106.99                 -109.43             -171.57
Pseudo R2                                                                0.03                  0.05                  0.05                    0.03                0.03
Online Supplement to Elfenbein and Lerner (2003)                                                                                                                 S18
Alternative composite measures of alliance control.
Full Composite Measure                   Composite Measure Excluding Content Controls        Composite Measure Excluding Content Controls
(used in Table S8)                                 and Look and Feel
(used in Table S9)
Specification of Line-of-Business                     Specification of Line-of-Business                   Specification of Line-of-Business
Explicit Approval of Content
Conformance to Posted Standards
Determination of Site’s “Look and Feel”               Determination of Site’s “Look and Feel”
Requirement to Mention Other Party in Advertising     Requirement to Mention Other Party in Advertising   Requirement to Mention Other Party in Advertising
Approval of Advertising Copy                          Approval of Advertising Copy                        Approval of Advertising Copy
Partner Required to Optimize Size for Viewing         Partner Required to Optimize Size for Viewing       Partner Required to Optimize Size for Viewing
Partner Required to Use Certain Software              Partner Required to Use Certain Software            Partner Required to Use Certain Software
Partner Required to Use Frames or Other               Partner Required to Use Frames or Other             Partner Required to Use Frames or Other
Navigation Devices                                    Navigation Devices                                  Navigation Devices
Partner Required to Try to Return Users               Partner Required to Try to Return Users             Partner Required to Try to Return Users
Portal Receives Equity in Partner                     Portal Receives Equity in Partner                   Portal Receives Equity in Partner
Portal Receives Board Observation Rights              Portal Receives Board Observation Rights            Portal Receives Board Observation Rights
Online Supplement to Elfenbein and Lerner (2003)                                                                                                       S19
Ordered logit regression analyses of the allocation of control in portal alliances excluding content controls. The sample consists of 106 alliances involving
Internet portals between 1995 and 1999. The dependent variable is the sum of ten measures of the allocation of control (+1 denoted a case where the control was
assigned to the portal, -1 those where it was assigned to the partner, and 0 intermediate cases.) Independent variables include the year of the agreement, the
+1 denoted a case where the portal has the greater reach, -1 those where the partner did, and 0 intermediate cases, though in one case each the difference in the
reach measures, the mean days spent in each month on the site per Internet user, and the mean monthly minutes per Internet user are used), and the relative sales
of the portal and the partner in the quarter before the signing of the contract (+1 denoted a case where the portal has the greater sales, -1 those where the partner
did, and 0 intermediate cases). One regression includes controls for the type of the agreement. Heteroskedastic-consistent standard errors in brackets. P-values
for significant coefficients in parenthesis.
Basic                                Exploring robustness to                        Controlling for
specification                            alternative measures                            deal type
Year of agreement                                                  019 [0.22]             0.20 [0.43]           0.10 [0.45]          0.15 [0.30]          0.24 [0.22]
Relative effort required after alliance signing                    0.01 [0.09]            0.11 [0.09]          0.08 [0.09]           0.07 [0.10]          0.0 [0.09]
Does the portal have greater reach?                            ***0.79 [0.27]                                                                          ***0.71 [0.20]
(p = .003)                                                                              (p = .001)
Difference between portal and partner’s reach                                         **2.76 [1.12]
(p = .014)
Difference between portal and partner’s daily usage                                                        ***0.51 [0.18]
(p = .005)
Difference between portal and partner’s total usage                                                                                  0.03 [0.02]
Does the portal have greater sales?                                0.29 [0.32]            0.12 [0.20]          0.12 [0.22]           0.28 [0.27]           0.23 [0.34]
Did the alliance promote content?                                                                                                                          0.89 [0.69]
Did the alliance promote product sales?                                                                                                                    0.73 [0.56]
Did the alliance involve a service agreement?                                                                                                              0.77 [0.68]
Number of observations                                                    104                   64                      64                  64                     101
Log likelihood                                                        -161.34                95.85                  -96.04              -98.24                 -156.13
Pseudo R2                                                                0.03                 0.05                    0.05                0.02                    0.03
Online Supplement to Elfenbein and Lerner (2003)                                                                                                                  S20
Ordered logit regression analyses of the allocation of control in portal alliances excluding content controls and “look and feel”. The sample consists of
106 alliances involving Internet portals between 1995 and 1999. The dependent variable is the sum of nine measures of the allocation of control (+1 denoted a
case where the control was assigned to the portal, -1 those where it was assigned to the partner, and 0 intermediate cases.) Independent variables include the year
of the agreement, the relative effort required of the portal and partner after the alliance signing on five key dimensions (with those where the most effort is
required of the portal coded as –5 and the most effort by the portal as +5), the relative reach of the portal and the partner in the month before the signing of the
contract (in most regressions, +1 denoted a case where the portal has the greater reach, -1 those where the partner did, and 0 intermediate cases, though in one
case each the difference in the reach measures, the mean days spent in each month on the site per Internet user, and the mean monthly minutes per Internet user
are used), and the relative sales of the portal and the partner in the quarter before the signing of the contract (+1 denoted a case where the portal has the greater
sales, -1 those where the partner did, and 0 intermediate cases). One regression includes controls for the type of the agreement. Heteroskedastic-consistent
Basic                                 Exploring robustness to                       Controlling for
specification                             alternative measures                           deal type
Year of agreement                                                 0.20 [0.22]             0.21 [0.37]           0.10 [0.41]         0.20 [0.22]          0.23 [0.26]
Relative effort required after alliance signing                  -0.17 [0.10]            -0.07 [0.10]         -0.10 [0.10]         -0.10 [0.12]          -0.14 [0.11]
Does the portal have greater reach?                               0.40 [0.37]                                                                             0.23 [0.35]
Difference between portal and partner’s reach                                            *2.67 [1.53]
(p = .081)
Difference between portal and partner’s daily usage                                                           *0.54 [0.28]
(p = .051)
Difference between portal and partner’s total usage                                                                                 0.02 [0.02]
Does the portal have greater sales?                             **0.79 [0.36]       ***0.69 [0.23]         ***0.67 [0.22]       ***0.85 [0.28]           *0.78 [0.39]
(p = .031)              (p = .003)           (p = .002)           (p = .003)            (p = .052)
Did the alliance promote content?                                                                                                                         0.64 [0.75]
Did the alliance promote product sales?                                                                                                                   0.66 [0.46]
Did the alliance involve a service agreement?                                                                                                             0.22 [0.72]
Number of observations                                                    104                   64                      64                  63                    101
Log likelihood                                                        -151.39               -86.48                  -86.15              -88.03                -146.14
Pseudo R2                                                                0.06                 0.10                    0.10                0.07                   0.07
Online Supplement to Elfenbein and Lerner (2003)                                                                                                                 S21
"On-line Supplement to Ownership and control rights in Internet portal"
http://img.docstoccdn.com/thumb/206/82025940.png