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Selected Case

published: 18 Jun 2007, 18 Pages
  • Research Area: Marketing
  • Industry: Telecom, Media
  • Region: Europe

Abstract:
T-online, the online arm of the largest hungarian telecom company has just acquired IWIW, a dynamic social network site. The case explores how to set the strategy for the future. It examines alternative business models and various ways to build the community brand of the social network site.

Pedagogical Objectives:
The case seeks to teach students one of the dominant forms of the web 2.0 models: social networking. It explores, branding, word-of-mouth marketing and other marketing issues in this context. It also highlights the special situation due to the international setting of the case.

Keywords:
Social Networks, Community Platforms, Word of Mouth, Community Brands, Communication Technologies, Eastern Europe, On-Line Marketing


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