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- Teaching & the Case Method
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- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
One Game to Rule Them All: Lord of the Rings Online and the MMO Market
內容大綱
Turbine, Inc., is releasing a massively multiplayer online (MMO) game, The Lord of the Rings Online, based on the popular film trilogy. The firm's CEO needs to consider market conditions and game characteristics to build a business model for the game, decide which type of consumers to target-the hardcore gamers or the casual gamers-and form the optimal pricing scheme. One particular challenge he needs to face is that there is a dominant incumbent in the MMO market that Turbine enters, World of Warcraft. The case encourages students to explore the nature of the competition in the MMO market and to define characteristics of a successful business model.