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Competitive Strategies Case Study

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Case Title:

Rocketboom.com: Changing the Face of Entertainment Media

Publication Year : 2006

Authors: Shruti khatri, Mridu Verma

Industry: Internet and e-commerce

Region:Global

Case Code: COM0167P

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Launched in 2004, as a mock news show on the Internet, Rocketboom.com was a brand new concept. The show on the website was a combination of innovatively combined humorous news reports, comedy, and video blog. Initially, Rocketboom.com was not taken very seriously by the industry, but soon it had 300,000 viewers, numerous advertisers and buy-out offers from major TV networks. The case discusses the concept behind Rocketboom, its business model, creation of a new market segment, birth of competition and challenges faced by the company.

Pedagogical Objectives:

  • To discuss the business model of Rocketboom
  • To understand the dynamics of creating a new market segment by a company
  • To evaluate the success factors of Rocketboom.

Keywords : Video blog; Andrew Baron; Competitive Strategies Case Study; Amanda Congdon; Tivo; weblog

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