YouTube CEO Susan Wojcicki: Can she deliver again? (A)
This case explores the leadership challenges faced by Susan Wojcicki as CEO of YouTube in 2014, as she navigates the complexities of achieving profitability in the rapidly evolving online video industry. Despite YouTube's $5.6 billion revenue in 2013, the platform had yet to turn a profit, reflecting the difficulty of monetizing a vast and diverse user base in an industry marked by intense competition and shifting consumer behaviors.
Wojcicki’s leadership unfolds in a volatile, uncertain, complex, and ambiguous (VUCA) environment, where she leverages her experience in driving innovation and resilience at Google. The case highlights her strategic decisions, such as fostering organizational learning and experimenting with new business models, while addressing challenges from competitors like Facebook and maintaining trust among key stakeholders.
This case stands out for its dual focus: analyzing leadership agility and adaptability at a micro level (organizational behavior) and evaluating strategic complexities at a macro level (Strategy). It provides a rich foundation for examining how leaders can navigate uncertainty and drive organizational success in platform businesses.
This case is based on the case SM-1649-E with the same title and from the same authors.
What material is included in this case:
Description
This case explores the leadership challenges faced by Susan Wojcicki as CEO of YouTube in 2014, as she navigates the complexities of achieving profitability in the rapidly evolving online video industry. Despite YouTube's $5.6 billion revenue in 2013, the platform had yet to turn a profit, reflecting the difficulty of monetizing a vast and diverse user base in an industry marked by intense competition and shifting consumer behaviors.
Wojcicki’s leadership unfolds in a volatile, uncertain, complex, and ambiguous (VUCA) environment, where she leverages her experience in driving innovation and resilience at Google. The case highlights her strategic decisions, such as fostering organizational learning and experimenting with new business models, while addressing challenges from competitors like Facebook and maintaining trust among key stakeholders.
This case stands out for its dual focus: analyzing leadership agility and adaptability at a micro level (organizational behavior) and evaluating strategic complexities at a macro level (Strategy). It provides a rich foundation for examining how leaders can navigate uncertainty and drive organizational success in platform businesses.
This case is based on the case SM-1649-E with the same title and from the same authors.
Learning Objective
This case enables students to explore leadership and strategy in a dynamic, uncertain environment:
- Organizational Behavior / Leadership Perspective: Analyze Susan Wojcicki’s leadership in a VUCA context, focusing on adaptability, learning from failure, fostering innovation, and building a culture of organizational learning.
- Strategy Perspective: Evaluate YouTube’s strategic challenges, including its value proposition, competitive landscape, and stakeholder management, to understand how leadership and strategy align to drive success in platform businesses.
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"YouTube CEO Susan Wojcicki: Can she deliver again? (A) "
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