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

Sandeep Krishnamurthy

Journal of Interactive Marketing, 2009, vol. 23, issue 3, 259-271

Abstract: 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.

Keywords: Open source; Online community; Interactive marketing (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:23:y:2009:i:3:p:259-271

DOI: 10.1016/j.intmar.2009.04.008

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