Portal de Periódicos da CAPES

CASE: Mozilla vs. Godzilla — The Launch of the Mozilla Firefox Browser

2009; SAGE Publishing; Volume: 23; Issue: 3 Linguagem: Inglês

10.1016/j.intmar.2009.04.008

1520-6653

Sandeep Krishnamurthy,

Knowledge Management and Sharing

The case describes an interactive marketing campaign used to launch the open source, Mozilla Firefox browser. The case highlights key features of the campaign and the facilitating conditions that enabled product success. The sustainability of the community marketing effort in light of product maturation is the central marketing challenge that the organization now faces.