Growing on YouTube: Eric Kim’s story

In 2020, when everyone had been quarantined at home due to the COVID-19 pandemic, South Korea-based Eric Kim jumped onto YouTube, a video-sharing digital platform. Although his initial growth on the platform was relatively fast, it soon began to stagnate. Kim decided to consider four key strategies...

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Main Authors: KIM, Hoik, LI, Sali, CHEN, Liang, SIDDIQUI, Noman Ahmed Shaheer
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2023
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Online Access:https://ink.library.smu.edu.sg/cases_coll_all/452
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0039%20%5BEric%20Kim%5D/SMU-22-0039%20%5BEric%20Kim%5D.pdf?CT=1680249530463&OR=ItemsView
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spelling sg-smu-ink.cases_coll_all-14562023-11-27T03:10:50Z Growing on YouTube: Eric Kim’s story KIM, Hoik LI, Sali CHEN, Liang SIDDIQUI, Noman Ahmed Shaheer In 2020, when everyone had been quarantined at home due to the COVID-19 pandemic, South Korea-based Eric Kim jumped onto YouTube, a video-sharing digital platform. Although his initial growth on the platform was relatively fast, it soon began to stagnate. Kim decided to consider four key strategies to overcome this situation, which included revealing his face in his videos, business expansion, strategic alliances through Multi-Channel Networks (MCNs), and internationalisation. Would Kim regain his rapid expansion of influence on YouTube? Could his subsequent growth efforts be sufficient to ensure his channel’s continued success in an increasingly digital world? Students will be able to 1) explain the YouTube revenue system and characteristics that classify YouTubers as individual entrepreneurs; 2) decide which identity plays an important role in the digital platform; 3) understand MCN firms and analyse their business model; 4) highlight the competitive challenges faced by the MCN industry; 5) describe and develop advanced strategies for digital platforms; and 6) recommend a better strategy for this individual entrepreneur’s international expansion. 2023-03-01T08:00:00Z text https://ink.library.smu.edu.sg/cases_coll_all/452 https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0039%20%5BEric%20Kim%5D/SMU-22-0039%20%5BEric%20Kim%5D.pdf?CT=1680249530463&OR=ItemsView Case Collection eng Institutional Knowledge at Singapore Management University Influencers social media digital media digital platforms entrepreneurial business strategy Internationalization Entrepreneurial and Small Business Operations Social Media Strategic Management Policy
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Influencers
social media
digital media
digital platforms
entrepreneurial business strategy
Internationalization
Entrepreneurial and Small Business Operations
Social Media
Strategic Management Policy
spellingShingle Influencers
social media
digital media
digital platforms
entrepreneurial business strategy
Internationalization
Entrepreneurial and Small Business Operations
Social Media
Strategic Management Policy
KIM, Hoik
LI, Sali
CHEN, Liang
SIDDIQUI, Noman Ahmed Shaheer
Growing on YouTube: Eric Kim’s story
description In 2020, when everyone had been quarantined at home due to the COVID-19 pandemic, South Korea-based Eric Kim jumped onto YouTube, a video-sharing digital platform. Although his initial growth on the platform was relatively fast, it soon began to stagnate. Kim decided to consider four key strategies to overcome this situation, which included revealing his face in his videos, business expansion, strategic alliances through Multi-Channel Networks (MCNs), and internationalisation. Would Kim regain his rapid expansion of influence on YouTube? Could his subsequent growth efforts be sufficient to ensure his channel’s continued success in an increasingly digital world? Students will be able to 1) explain the YouTube revenue system and characteristics that classify YouTubers as individual entrepreneurs; 2) decide which identity plays an important role in the digital platform; 3) understand MCN firms and analyse their business model; 4) highlight the competitive challenges faced by the MCN industry; 5) describe and develop advanced strategies for digital platforms; and 6) recommend a better strategy for this individual entrepreneur’s international expansion.
format text
author KIM, Hoik
LI, Sali
CHEN, Liang
SIDDIQUI, Noman Ahmed Shaheer
author_facet KIM, Hoik
LI, Sali
CHEN, Liang
SIDDIQUI, Noman Ahmed Shaheer
author_sort KIM, Hoik
title Growing on YouTube: Eric Kim’s story
title_short Growing on YouTube: Eric Kim’s story
title_full Growing on YouTube: Eric Kim’s story
title_fullStr Growing on YouTube: Eric Kim’s story
title_full_unstemmed Growing on YouTube: Eric Kim’s story
title_sort growing on youtube: eric kim’s story
publisher Institutional Knowledge at Singapore Management University
publishDate 2023
url https://ink.library.smu.edu.sg/cases_coll_all/452
https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0039%20%5BEric%20Kim%5D/SMU-22-0039%20%5BEric%20Kim%5D.pdf?CT=1680249530463&OR=ItemsView
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