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CASE: Mozilla vs. Godzilla — The Launch of the Mozilla Firefox Browser

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  • Krishnamurthy, Sandeep

Abstract

The case describes an interactive marketing campaign used to launch the open source, Mozilla Firefox browser. The case highlights key features of the campaign and the facilitating conditions that enabled product success. The sustainability of the community marketing effort in light of product maturation is the central marketing challenge that the organization now faces.

Suggested Citation

  • Krishnamurthy, Sandeep, 2009. "CASE: Mozilla vs. Godzilla — The Launch of the Mozilla Firefox Browser," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 259-271.
    • Handle: RePEc:eee:joinma:v:23:y:2009:i:3:p:259-271
    DOI: 10.1016/j.intmar.2009.04.008
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    References listed on IDEAS

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    1. Richard J. Gilbert & Michael L. Katz, 2001. "An Economist's Guide to U.S. v. Microsoft," Journal of Economic Perspectives, American Economic Association, vol. 15(2), pages 25-44, Spring.
    2. Michael D. Whinston, 2001. "Exclusivity and Tying in U.S. v. Microsoft: What We Know, and Don't Know," Journal of Economic Perspectives, American Economic Association, vol. 15(2), pages 63-80, Spring.
    3. Jeffrey A. Roberts & Il-Horn Hann & Sandra A. Slaughter, 2006. "Understanding the Motivations, Participation, and Performance of Open Source Software Developers: A Longitudinal Study of the Apache Projects," Management Science, INFORMS, vol. 52(7), pages 984-999, July.
    4. Paul Windrum, 2001. "Late Entrant Strategies in Technological Ecologies," International Studies of Management & Organization, Taylor & Francis Journals, vol. 31(1), pages 87-105, March.
    5. Benjamin Klein, 2001. "The Microsoft Case: What Can a Dominant Firm Do to Defend Its Market Position?," Journal of Economic Perspectives, American Economic Association, vol. 15(2), pages 45-62, Spring.
    6. Krishnamurthy, Sandeep, 2003. "A managerial overview of open source software," Business Horizons, Elsevier, vol. 46(5), pages 47-56.
    7. Lakhani, Karim R. & von Hippel, Eric, 2003. "How open source software works: "free" user-to-user assistance," Research Policy, Elsevier, vol. 32(6), pages 923-943, June.
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    Cited by:

    1. Casaló, Luis V. & Flavián, Carlos & Guinalíu, Miguel, 2010. "Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities," International Journal of Information Management, Elsevier, vol. 30(4), pages 357-367.
    2. Harrigan, Paul & Soutar, Geoff & Choudhury, Musfiq Mannan & Lowe, Michelle, 2015. "Modelling CRM in a social media age," Australasian marketing journal, Elsevier, vol. 23(1), pages 27-37.
    3. Rizwan Raheem Ahmed & Dalia Streimikiene & Gerhard Berchtold & Jolita Vveinhardt & Zahid Ali Channar & Riaz Hussain Soomro, 2019. "Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan," Sustainability, MDPI, vol. 11(12), pages 1-40, June.

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