YouTube CEO Susan Wojcicki: Can She Deliver Again (Portuguese version, Portugal)

Description

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.

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.

Related Documents

• YouTube's Susan Wojcicki: Can She Deliver Again (B)
• Susan Wojcicki, de YouTube: ¿Podrá reproducir su éxito (B)

Keywords

female protagonist stakeholder management VUCA enviroment