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商品編號： 9-514-066 出版日期： 2014/01/03 作者姓名： Gupta, Sunil;Barley, Lauren 商品類別： Marketing 商品規格： 17p 再版日期： 2015/01/20 地域： 產業： Software development industry 個案年度： -
商品敘述：
By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative Cloud where consumers paid a monthly subscription fee. Within a few weeks thousands of consumers signed petition complaining against this decision. Should Adobe reverse its decision? More generally, what new skills and capabilities does it need to develop as it reinvents itself? This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.
涵蓋領域：
Advertising;Business models;Change management;Competitive strategy;Customer experience;Marketing;Organizational change;Public relations;Web and mobile applications;Web-based technologies
相關資料：
Case Teaching Note, (5-515-055), 16p, by Sunil Gupta;Video Short, (7594), 0p, by Sunil Gupta
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