Complete Case details are given below :
Case Name : iStockphoto.com: Turning Community into Commerce
Authors : Rebecca A. Grant, Meghan Stothers
Source : Ivey Publishing
Case ID : 907E13
Discipline : Organizational Behavior
Case Length : 14 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
When the founder of iStockphoto.com started the company in 2000, his objective was to share his vast collection of stock photography with graphic designers worldwide, and, in the process, help others do the same. By 2002, the organization was a respected and successful online community, but the founder and his partners now had to consider the profitability of their company. iStock was founded on community and collaboration – not commerce. Should the model change and if so, what would it take to make a significant culture change work? The case examines the culture and business opportunities for this start-up. It demonstrates the challenges of generating profit from an online community, as well as the key factors needed to build a community that can be turned into a profitable business.
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