YouTube, Google and the Rise of Internet Video.

Case 2: – Case Overview: Although Google had a stellar performance in Web search, many ofits other services, such as Google Video, were less successful. This case describeshow YouTube came to dominate the video market for user-generated content (UGC),while Google Video tried various entry strategies and ultimately failed, ending with theacquisition of YouTube.

It also reviews the various competitors in the UGC market,chronicles the entry of established and new players in the area of professionally generated content (PGC), and outlines the key challenges related to monetizing the acquisition of YouTube for Google. Subjects Covered:Competition; Global business; Growth strategy; International business; Marketing;Strategy; TechnologyCase Questions:

1. Why did Google miss the “Video” opportunity?

a. What was Google’s strategy?

b. What were Google’s competitive advantages?

2. What are the supply chain dynamics?

a. Evolution of the “video” supply chain.

b. Positioning in the “video” supply chain.

3. What were some possible revenue models for YouTube?

4. What were some of the strategic options fro YouTube? Please research and answer all questions with proper grammar and punctuation.

This case study will be reviewed for plagiarism  Grading Rubric Points: 30 (30%) Demonstrates exceptional understanding of the issues in the case or paper, challenges faced, initiatives undertaken, rationale, based upon strategic concepts and frameworks, and provides excellently reasoned recommendations for strategic action in response to case or paper questions. Exceeds Expectations 90-100 Points: 26.7 (26.7%)

Demonstrates good understanding of the issues in the case or paper, challenges faced, initiatives undertaken, rationale, based upon strategic concepts and frameworks, and provides some reasoned recommendations for strategic action in response to case or paper questions. Meets Expectations 80-89 Points: 23.7 (23.7%) Does not adequately demonstrate understanding of the issues in the case or paper, challenges faced, initiatives undertaken, rationale, based upon strategic concepts and frameworks, and reasoned recommendations for strategic action in response to case or paper questions.

Below Expectations 0-79 Points: 25 (25%) Sources are very well synthesized into student’s perspective, with good diversity of sources and good use of quotations, summary and paraphrasing. Exceeds Expectations 90-100 Points: 22.25 (22.25%) Sources are fairly well synthesized into student’s perspective, with some diversity of sources and fairly good use of quotations, summary and paraphrasing. Meets Expectations 80-89 Points: 19.75 (19.75%) Sources are not adequately synthesized into student’s perspective, with little diversity of sources and little use of quotations, summary and paraphrasing. Below Expectations 0-79 Points: 30 (30%) Sound reasoning is very well supported by credible, accurate, and relevant evidence; recognizes the distinction between fact, opinion, and value judgment; logical fallacies are not used.

Exceeds Expectations 90-100 Points: 26.7 (26.7%) Reasoning is fairly well supported by credible, accurate, and relevant evidence; recognizes the distinction between fact, opinion, and value judgment; logical fallacies are not used. Meets Expectations 80-89 Points: 23.7 (23.7%) Reasoning is not well supported by credible, accurate, and relevant evidence; recognizes the distinction between fact, opinion, and value judgment; logical fallacies are not used.

Below Expectations 0-79 Points: 15 (15%) Graduate level writing is very much reflected throughout the paper, including accurate spelling, punctuation, grammar and sentence structure.  Citations are properly used (APA format) and all sources are identified and cited properly in the text and the reference list. Exceeds Expectations 90-100 Points: 13.35 (13.35%) Graduate level writing is fairly reflected throughout the paper, including accurate spelling, punctuation, grammar and sentence structure.  Citations are properly used (APA format) and all sources are identified and cited properly in the text and the reference list. Meets Expectations 80-89 Points: 11.85(11.85%) Graduate level writing is not reflected throughout the paper, including accurate spelling, punctuation, grammar and sentence structure.  Citations are properly used (APA format) and all sources are identified and cited properly in the text and the reference list. Below Expectations 0-79 Name:Case Study Rubric

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