KKBOX.com
商品編號：9B11D012
出版日期：2011/03/08
再版日期：
商品來源：
商品主題：Operations Management
商品類型：Case (Field)
涵蓋議題：Cloud-based Digital Music Service;Service Internationalization;Taiwan;China;CNCCU/Ivey
難易度：5 - MBA/Postgraduate
內容長度：13 頁
地域：Taiwan, Hong Kong, Japan, China
產業：Information; Media & Telecommunications
事件年度：2011
This case describes the strategic internationalization options of a Taiwan-based digital music service provider, KKBOX.com. KKBOX was the first independent profitable digital music service provider in the world, with several factors having contributed to its profitability. While KKBOX looked for growth, service internationalization made it increase its involvement in international operations through adapting its strategy, resources, and structure. The CEO of KKBOX needed to decide between global growth through a content-based path, a technology platform path, or a new service path. Though there were good reasons to pursue each, it was vital to prioritize them to understand what was negotiable and what was core when going across borders to build a sustainable and strong KKBOX brand.
教學手冊：KKBOX.com - Teaching Note
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