...Case Study: Google's Orkut in Brazil 1. How do social networking sites work? What has contributed to their immense popularity? It is a data platform on a website that enables people to exchange information about themselves on the internet. Users are able to create their individual profile and to communicate with friends or new people. It's popular because it helps people meet others with similar interests and similar tastes. It creates virtual communities among people who want to connect with each other, but might never meet without the mediation of the networking site. 2. Why was Orkut so successful in Brazil? What caused problems later? Google was already well known and had very good reputation in Brazil. Besides, it served a Brazilian market gap with its social networking site, which attracted the extremely community-oriented Brazilians. Orkut was also popular because it was brilliantly marketed. Managers used known cultural attractions like the name of a popular yoghurt drink, the colors of the Brazilian Football World Cup team, and such to make the site attractive. Orkut had problems with their internet security. The site was abused by some users who turned it into a meeting place for illegal activities, such as child pornography and drug dealing. The company did not control such users and did not even react when other users complained. Google even resisted requests from Brazilian legal authorities to share information, when the courts were investigating...
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...the internet. Users are able to create their individual profile and to communicate with friends or new people. It's popular because it helps people meet others with similar interests and similar tastes. It creates virtual communities among people who want to connect with each other, but might never meet without the mediation of the networking site. 2. Why was Orkut so successful in Brazil? What caused problems later? Google was already well known and had very good reputation in Brazil. Besides, it served a Brazilian market gap with its social networking site, which attracted the extremely community-oriented Brazilians. Orkut was also popular because it was brilliantly marketed. Managers used known cultural attractions like the name of a popular yoghurt drink, the colors of the Brazilian Football World Cup team, and such to make the site attractive. Orkut had problems with their internet security. The site was abused by some users who turned it into a meeting place for illegal activities, such as child pornography and drug dealing. The company did not control such users and did not even react when other users complained. Google even resisted requests from Brazilian legal authorities to share information, when the courts were investigating users committing serious crimes. Orkut was not able to negotiate with the Brazilian law in an appropriate way. The company failed to understand that Brazilian law does not protect internet privacy as strictly as U.S. law does, and...
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...feedback and progress tracking for students and detailed results for the instructor. Case Exercises The Connect platform also includes author-developed case exercises for all 12 cases in this edition that require students to work through answers to assignment questions for each case. These exercises have multiple components and can include: calculating assorted financial ratios to assess a company’s financial performance and balance sheet strength, identifying a company’s strategy, doing five-forces and driving-forces analysis, doing a SWOT analysis, and recommending actions to improve company performance. The content of these case exercises is tailored to match the circumstances presented in each case, calling upon students to do whatever strategic thinking and strategic analysis is called for to arrive at a pragmatic, analysis-based action recommendation for improving company performance. eBook Connect Plus includes a media-rich eBook that allows you to share your notes with your students. Your students can insert and review their own notes, highlight the text, search for specific information, and interact with media resources. Using an eBook with Connect Plus gives your students a complete digital solution that allows them to access their materials from any computer. Tegrity Make your classes available anytime, anywhere. With simple, one-click recording, students can search for a word or phrase and be taken to the exact place in your lecture that...
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...systematic gathering, recording, and analysis of data about issues related to marketing products and services. B) It focuses mostly on monitoring the profitability of a company's products and services. C) It focuses solely on attaining an organization's sales goals in an efficient manner. D) It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy. E) It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties. Answer: E Page Ref: 5 Objective: 2 Difficulty: Moderate 4) A social definition of marketing says ________. A) effective marketing requires companies to remove intermediaries to achieve a closer connection with direct consumers B) a company should focus exclusively on...
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