It absolutely was June 2011, and Alain Chuard and Victoria Ransom reflected on their history as creators of Wildfire Interactive Inc. (Wildfire). Initially called Promotion Builder, Wildfire had evolved from an in-house advertising solution used by the couple's adventure travel company to a multiplatform software program used by thousands of businesses internationally.
The Wildfire merchandise empowered these customers to come up with customized social-media marketing campaigns composed of essay and video competitions, user-generated contests, quizzes, and coupons. Users could push on these promotions to their respective websites or social networks, for example Facebook, hi5, and LinkedIn. Through this evolution, the team competed with an array of problems, including browsing international markets bringing talent, and building and scaling operations. In particular, obstacles associated with cultural differences and geographic distance made it challenging for the company to maintain successful operations abroad.
Additionally, relative to its adversaries, Wildfire was considerably under-funded and under-promoted. This made it difficult for the creators to decide when the company should either accept or turn away profitable-however demanding-high profile customers. Chuard and Ransom were now at another critical decision point in the lifecycle of the organization. Wildfire had been a campaign-established merchandise. Recent pressures from consumers and investors, however, had pushed on the creators to consider a transition to a subscription-based platform that would provide page, analytics, and stream and timeline management -direction functionality.
PUBLICATION DATE: February 13, 2014 PRODUCT #: E506A-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
Wildfire Interactive Inc A Case Solution
Related Case Solutions & Analyses:
Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century
Managing in the Information Age Module Note for Students: Function IT
Breakthroughs and the Long Tail of Innovation
Trouble with Enterprise Software
Flaxo Exports: Managing People in a Small- to Medium-Sized Enterprise
Secom Company Limited (B)
Supplier Management at Sun Microsystems (A): Managing the Supplier Relationship
Viacom Inc.: Carpe Diem
Hindustan Unilever Ltd.: Meeting Employee Expectations
AmCham of Nicaragua: Sponsorship Program
