When the founder of iStockphoto.com founded the company in 2000, his goal was to share his vast collection of stock photography to graphic designers around the world, and, in the process, help others do the same. By 2002, the organization was respected and successful online community, but the founder and his partners now had to consider the profitability of the company. IStock was based on community and collaboration - not commercial. If the change in the model, and if so, what it takes to much work to change the culture? The case examines the culture and business opportunities for this launch. This demonstrates the problem of generating a profit from the online community, as well as the key factors needed to create a community that can be turned into a profitable business. "Hide
by Rebecca A. Grant, Meghan Stothers Source: Richard Ivey School of Business Foundation 14 pages. Publication Date: January 26, 2007. Prod. #: 907E13-PDF-ENG
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