In July 2007, Scripps Networks got Recipezaar, a user-generated recipe and cooking website using a captive community of 2.3 million visitors. By September, Deanna Brown, president of Scripps Networks Digital, grappled with how exactly to best integrate the recent purchase into Scripps Networks Digital and its affiliated Website, FoodNetwork.com.
Should monetization attempts trump the interests and aesthetic tastes of the members of Recipezaar? Would restructuring adversely affect the community they'd constructed and the Recipezaar team dampen the excitement of its five crucial workers? What effect would a rebranding have on the community at large?
Scripps Networks' Integration of Recipezaar case study solution
PUBLICATION DATE: July 14, 2011 PRODUCT #: CU90-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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