chapter 11.docx - 8WhystudyFacebook?? ?...

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8 Why study Facebook? Who cares if it succeeds? Why is it useful for managers and  management students to study Facebook? Who cares if it succeeds? Yet despite growth and rosy outlook, concerns loom. Facebook, a firm that has built  its reputation on desktop dominance, is seeing new competition, especially in mobile apps  where the competitive dynamics differ significantly. Facebook was built on public sharing (at times controversially pushing consumers toward public sharing as default) Facebook  continues to relentlessly hunt for innovations showing both patience with new efforts and a  high tolerance for failure. And the firm is spending billions on acquisitions, bringing  emerging competitors and high-potential platforms into the Facebook fold. Facebook also  finds that in a voraciously competitive high-end technical job market, there are a lot of  broadly applicable managerial lessons that can be gleaned by examining Facebook’s  successes, missteps, and continuing evolution. Studying the firm provides a context for  understanding network effects, platforms, partnerships, issues in the rollout of new  technologies, privacy, ad models, the business value of social media, the differences  between desktop and mobile markets, and more. 2 What kinds of websites are most susceptible to content adjacency? Are news sites? Why  or why not? What sorts of technical features might act as breeding grounds for content  adjacency problems?
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