Scripps Networks’ Integration of Recipezaar Harvard Case Solution & Analysis

In July 2007, Scripps Networks got Recipezaar, a user-generated recipe and cooking website using a captive community of 2.3 million visitors. By September, Deanna Brown, president of Scripps Networks Digital, grappled with how exactly to best integrate the recent purchase into Scripps Networks Digital and its affiliated Website, FoodNetwork.com.

Should monetization attempts trump the interests and aesthetic tastes of the members of Recipezaar? Would restructuring adversely affect the community they'd constructed and the Recipezaar team dampen the excitement of its five crucial workers? What effect would a rebranding have on the community at large?

Scripps Networks' Integration of Recipezaar case study solution

PUBLICATION DATE: July 14, 2011 PRODUCT #: CU90-PDF-ENG

This is just an excerpt. This case is about STRATEGY & EXECUTION

Share This

SALE SALE

Save Up To

30%

IN ONLINE CASE STUDY

FOR FREE CASES AND PROJECTS INCLUDING EXCITING DEALS PLEASE REGISTER YOURSELF !!

Register now and save up to 30%.