The planet 's biggest freelance talent platform, Upwork, was the consequence of a merger between the two top on-line freelancing firms in 2014, Elance and oDesk. After the merger, the business ran as Elance-oDesk and continued to manage two online platforms - Elance.com and oDesk.com - independently of one another.
However in 2015 the business relaunched as Upwork, with both a new brand and a new platform. The company started to migrate Elance.com members and functionalities over to the new platform, which was based on the technical infrastructure of oDesk.com. This case helps students consider opportunities and the challenges associated with this type of platform amalgamation, from strategy to execution.
PUBLICATION DATE: November 16, 2015 PRODUCT #: 616027-PDF-ENG
Upwork Reimagining the Future of Work Case Study Solution
This is just an excerpt. This case is about STRATEGY & EXECUTION
Related Case Solutions & Analyses:
From Volume to Value: Managing the Value-Add Reseller Channel at Cisco Systems
Nettwerk: Digital Marketing in the Music Industry
TerraCycle Inc.
Marketing New York City
CaseTrust: Building Third-Party e-Tailing Trust
Fresno’s Social Impact Bond for Asthma
The WestJet Christmas Miracle (A)
Balancing customer privacy, secrets, and surveillance: Insights and management
Running Head: General Electric
Running Head: Mkt 405 Mid-Term Project
