General Information What's included Description Learning Objective Videos Related Recommended Reviews

Case

YouTube CEO Susan Wojcicki: Can She Deliver Again?

By Elvira, Marta / Villamor, Isabel

Innovation and Change Leadership and People Management Strategy

In September 2014, Susan Wojcicki, CEO of YouTube, the world's largest video-sharing website, discovered that Facebook - one of the leaders in the technology industry - had announced a strategic shift toward online videos. Wojcicki had been appointed YouTube's CEO in February that year, with the goal of making the website profitable. Even though YouTube's revenues had hit $5.6 billion in 2013, the website had not yet turned a profit.

Collection: IESE (España)

Ref: SM-1649-E

Number of pages: 19

Publication Date: May 29, 2017

Language: English, Spanish, Portuguese Portugal

What material is included in this case:

Other supplements

Description

Geographic Setting: United States

Industry Setting: Communications, media and advertising

Learning Objective

This case sets out a complex environment in which to attempt to compete and make profits. Factors that complicate any change toward profitability include the unpredictability of this high-speed industry, YouTube users' lack of willingness to pay, and the fierce competition in the world of online videos - including Facebook's entry into it. Wojcicki herself is a unique protagonist. Known as the person who made Google profitable, she was also one of the people involved in the acquisition of YouTube. The case describes the challenge that YouTube is facing and the background of both the company and the CEO.

YouTube CEO Susan Wojcicki: Can She Deliver Again?

Options of use

Number of copies

- +

As low as €8.20

Are you interested in this product?

Add it to your favourites so that your institution can purchase it.

You'll be able to order once your profile has been validated.

Add to wishlist

Preview

Leave your rating
"YouTube CEO Susan Wojcicki: Can She Deliver Again?"

To leave a comment you must Sign in or register

Register for free with IESE Publishing and enjoy all the advantages

What type of account do you want to create?

Choose account type

Professors

You will find the material that best suits you to design your courses, in different formats and up to 7 languages, so that it adapts to the teaching methodology of your preference at all times.

Preview the full content before purchasing. You will also have free access to the teaching notes.

Create whishlists and share them easily with your academic institution and/or colleagues.

Academic Institutions

Take advantage of the discount for registered institutions and save money with a platform that offers the best collections, agile purchase process and personalized customer service.

In addition, we have various types of agreements to adapt to the specific needs of each institution.

Visit our licenses page and contact us for further information.

Individuals

Have the content you need to stay updated as a manager with the support of one of the most prestigious business schools in the world.

We select the online courses and articles so that you can continue to be a better leader who generates a positive impact on your company.

We also offer agreements for companies, contact us to know more.

YouTube CEO Susan Wojcicki: Can She Deliver Again?

What material is included in this case:

Description

Learning Objective

Related

YouTube CEO Susan Wojcicki: Can She Deliver Again?

Are you interested in this product?

Do you find it interesting?

Leave your rating "YouTube CEO Susan Wojcicki: Can She Deliver Again?"

Register for free with IESE Publishing and enjoy all the advantages

What type of account do you want to create?

Leave your rating
"YouTube CEO Susan Wojcicki: Can She Deliver Again?"