The microstock photography business took shape in the early 2000s, when iStockphoto commercialized its online catalogue of pictures given by a community of amateur and semi-professional photographers. This case occurs about four years after the purchase of iStockphoto by Getty Images, an event that signalled a shift of market dominance from conventional stock photo houses to their microstock competitors. The sector has changed radically.
Three companies - Fotolia LLC, Shutterstock and iStockphoto - command the lion's share of a mature marketplace, and each dominates a particular segment. The Fotolia management team must find methods to grow Fotolia N.A., even as rivals also seek to manipulate the “long tail” in the marketplace. The case requires students to explore strategies to produce new revenue in this rapidly changing environment.
PUBLICATION DATE: September 10, 2012 PRODUCT #: HEC041-HCB-ENG
This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS
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