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Creating and Capturing Value in a Social Network (Spanish version)
Gupta, Sunil; Han, SangmanCaso HBS-510S22MarketingIn May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999 and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea. By 2007, Cyworld had 21 million users and $95 million revenue--$65 million from paid items (music, virtual gifts, etc.), $15 million from mobile networking, and $15 million from adv...Desde 8,20 €
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TripAdvisor, Teaching Note
Gupta, SunilNota del Instructor HBS-512108-EMarketingTeaching Note for 511004.Desde 0,00 €
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InMobi: Reimagining Mobile Advertising
Gupta, Sunil; Chaturvedi, SaloniCaso HBS-516030-EMarketingInMobi, a mobile advertising company, considered one of India's first unicorns, has launched a new product called Miip. InMobi hopes that the product will grow its revenue 8 times by 2018. Visually identified by a mascot, Miip seeks to re-imagine adverting by becoming a user's trusted companion on the mobile phone, introducing them to new, relevant products, much as a friend would. As the CEO and co-founder Naveen Tewari introduces the product in...Desde 8,20 €
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Othellonia: Growing a Mobile Game
Ascarza, Eva; Amano, Tomomichi; Gupta, SunilCaso HBS-520016-EMarketingIn the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization.Desde 8,20 €