Riassunto analitico
This dissertation examines how the adoption of social networks may support or pose problems to the firm that wishes to pursue its business internationalisation through the use of social networking channels. My hypothesis is that social networks and Facebook before all others exhibit strengths and may pose problems to those firms that decide to pursue or support their business internationalisation through social networks. This research is grounded on my ten months of participant-observation and working experience at IsCool Entertainment, a French company founded in Paris, leader in the social gaming industry and producer of different social games for web browsers and mobile platforms. My analysis inquires into one of IsCool Entertainment’s game, ‘Wordox, Il ladro di Parole’, retracing the whole path that has made this game an international product and showing the strengths and weaknesses a social product faces when internationalisation is pursued through social networks. Particularly, I wish to focus on the Italian market, providing examples and making comparisons between this market and the other ones in which Wordox is present.
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