Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


Understand the relevance of social media for product launches as a function of contextual factors such as nature of product, media habits, and company credibility. Learn about the applicability of social media for business marketers in terms of its uniqueness, advantages and challenges. Recognize the relationship between campaign objectives and the value proposition for the product. Understand the evolution of social media marketing from a probe-and-learn approach to a strategy-driven process. The initial test and learn approach must be enhanced and become more strategic in the future.



Sawhney, M. (2017), "Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing", Kellogg School of Management Cases.

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