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Case Details:

Case Code : BECG082
Case Length : 14 Pages
Period : 2001-07
Pub Date : 2008
Teaching Note : Available
Organization : and
Industry : Dotcom
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

Orkut was an independent project of one of the Google's engineers, Orkut Buyukkokten (Buyukkokten) and was named after him.

Almost immediately after its launch, Orkut found immense popularity in countries such as Brazil and India.

Although it was not as popular in the North American region from where it actually originated, its popularity in other countries made it one of the leading social networking sites in the world, after MySpace5 and MSN Spaces6 (Refer to Exhibit III for information on other social networking sites).

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies

Through Orkut, the members could search for and contact their old friends (who were also members of Orkut), make new friends, and form forums (called communities) for discussion on varied topics.

When Orkut was formed, membership on the site was only by invitation. This meant that people who were already members of Orkut could invite their friends, who could then become members by accepting that invitation.

However, in October 2006, Orkut changed this policy, and people could become members simply by creating an account with Google.

Users had to first create their profile by mentioning their name, profession, age, country, and other personal details. They could also upload their photos and add videos to their profiles...

 Excerpts >>

5] MySpace is a US-based social networking website formed in August 2003 by the Internet company, Intermix (originally, eUniverse). As of September 2007, there were over 200 million accounts on the site. MySpace provides a forum for the users to exchange videos and photos, and also to post blogs. As of mid-2007, MySpace was the sixth most popular website in the world and the third most popular in the US.

6] MSN Spaces, the social networking site from MSN, was launched in early 2004. It was later renamed as Windows Live Spaces. As of September 2007, the site had 115 million unique visitors per month. The site provides its users with some special features like customizing the user pages, playing music, and displaying video on their MSN Live Space pages, etc.


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