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Magic Markers (B): Managing Credibility in Social Media

Liliana Lopez Jimenez ; Matthias A. Tietz

Reference: IVEY-9B18M025-E
Year: 2017
Number of pages: 2
Geographic Setting: Colombia
Publication Date: Feb 6, 2018
Fecha de edición: Feb 6, 2018
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Information, Media & Telecommunications;

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Description

Supplement for product 9B18M024.

Learning Objective

The case provides discussion material from a general entrepreneurship and a digital entrepreneurship perspective. For a general entrepreneurship class, discussion can focus on growth challenges faced by many new business ventures, address the critical role of the hiring process, and help students develop a situated analysis of the regional expansion business proposal . For a more digitally-oriented class, instructors can enrich the previous analyses by factoring in issues related to content virality and monetization of digital offerings. The (B) case can be used to emphasize the importance of creative control in digital media businesses, or to seed a discussion on how to manage credibility in social media.

Keywords

business expansion Growth challenges