The case discusses when and how to enter winner-take-all markets characterized by very strong network externalities. It focuses on the strategies of new entrants vs. those of incumbents in adjacent industries that seek to leverage their resources and skills. Further, it sheds light on how new industries are created, how convergence is changing competitive forces, how important it is to be a first or late mover in new markets, and how successful entrants may struggle to achieve profitability.
Cool, K., Seitz, M., Mestrits, J., Bajaria, S. and Yadati, U. (2017), "YouTube, Google, and the Rise of Internet Video", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000421Download as .RIS
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