Celebrity Sightings

Published 01 Jan 1998
Reference 4748
Topic Operations
Region North America
Summary

The case describes the creation of an Internet based company, which offers services to fans of teenage celebrities in the United States. The case describes the creation of the company, and its evolution during its first two years. Particular attention is paid to the design of the site, the marketing of the service, and the continuous innovation in the company.

Teaching objectives

This is one of the first cases that illustrate the attempt to set up a business, which is exclusively based on Internet. It can help to illustrate four themes:The necessity to build a community of users The integration of this service with other Internet based services The emergence of new behaviour in the management chatrooms The continuous innovation in an interactive way with the users

Keywords
  • INTERNET
  • INNOVATION
  • SHOW BUSINESS
  • WEB
  • INFORMATION TECHNOLOGY
  • ENTREPRENEURSHIP
  • AR1998
  • US
  • ELECTRONIC
  • COMMERCE
  • RD0598