In early 2008 the managers of the company Linden Lab, creator of the virtual world Second Life, faced decisions about the company's growth strategy. Despite deep initial skepticism about demand for custom virtual world, which was not a traditional game, Second Life achieved profitability and consistent growth. However, sustaining growth will be a challenge. Growth were strained technical infrastructure Linden Lab. In addition, while Second Life has attracted a large, loyal base early, it is unclear whether their preferences were similar to those of the main consumers. In this regard, management faces a choice in respect of platform strategy and target markets. If Linden Lab continue to offer an open platform and create their own solutions for clients? Whether it should target adult consumers, teenagers, corporate clients, or the education market? "Hide
by Thomas R. Eisenmann, Alison Berkley Wagonfeld Source: Harvard Business School 26 pages. Publication Date: April 16, 2009. Prod. #: 809147-PDF-ENG
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