商品敘述：

NeoPets.com, a rapidly growing Internet start-up headed by Chairman and CEO Doug Dohring, faces decisions about its international expansion strategy--whether to enter a joint venture with a conglomerate in Singapore to exploit Asian markets as well as which other regions to target. NeoPets allows its users--mostly children and teens--to create and care for virtual pets in an online world. The Web site is free to users and is supported by advertising akin to product placement in movies. NeoPets reached profitability four months after launching operations in late 1999, largely due to the fact that it spends nothing for customer acquisition, relying strictly on word-of-mouth. As of July, 2001, the company had over 8 million unique users and was ranked #four among all U.S. Web sites for ""stickiness,"" the average amount of time that users spend online.

涵蓋領域：

Expansion;International management;Advertising;IT asset disposal;Strategic positioning;Incubators;Partnerships;Execution;Entrepreneurship;Multibranding;Employee privacy;Personal characteristics;Strategy formulation;Disruptive innovation;New economy;Entrepreneurs;Globalization strategies;Netiquette;Network effects;Internet;Joint ventures;Networks

相關資料：

Case Teaching Note, (5-803-106), 30p, by Thomas R. Eisenmann

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