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18583. Youtube, Google, and the Rise of Internet Video Kellogg School of Management Case Study kel403. This paper provides a Berkeley Research case analysis and case solution to a Kellogg School of Business strategic management and marketing case study by Cool, Seitz, Mestrits, Bajaria and Yadati on the growing market of Internet Video. The case focuses on YouTube’s rise and domination of the online video market for user-generated content (UGC) in comparison with Google’s struggles in the internet video market, and Google's acquisition of YouTube (and its subsequent need to confront legal, competitive and financial challenges in monetizing YouTube). The paper includes problem definition, problem analysis, discussion of alternatives, and recommendations. APA Style. 12 pages, 20 footnotes, 13 bibliographic sources. 3,976 words.
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TAGS: case solution case studies, competition, strategic management, global economy internet online video, digital rights, monetization online media, UGC, user-generated content, marketing strategy growth strategy, video piracy.

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