Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Wikipedia, Can it Survive its Own Success?

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Case Title:

Wikipedia: Can it Survive its Own Success?

Publication Year : 2006

Authors: Ms. Shruti Khatri

Industry: Internet and e-commerce


Case Code: MKS0079P

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Wikipedia, the free content online encyclopedia has been successful despite the industry’s expectations of it being a disaster. The company overtook established competitor Encyclopedia Britannica in market share and rules the market. Its success though has started creating problems for it. Its popularity has made it vulnerable. The case discusses the problems that Wikipedia is facing and will it be able to find its way out?

Pedagogical Objectives:

  • To discuss the business model of Wikipedia, and its success
  • To discuss the strategies and features that set Wikipedia apart from its main rival Encyclopedia Britannica
  • To discuss the criticism faced by Wikipedia and the changes it plans to make.

Keywords : Wikipedia, Online Encyclopedia, Encyclopedia Britannica, Wikipedia’s business model, Criticism of Wikipedia,John Seigenthaler, Wikipedia’s success, Wikipedians, Marketing Strategies Case Study, free content site


  • Introduction
  • Background Note
  • Wikipedia's Business Model
  • Problems at Wikipedia
  • Proposed Changes
  • Looking Ahead

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