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Marketing Management: Indian Cases by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac Jacob

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CASE 8

Facebook: Business Connections in India and China

Facebook dominates the global market due to its creativity and adaptability. It used approaches that are relevant and useful in different countries. In this case study, we will see how Facebook adapted itself to become one of the most creative and innovative organizations and gained massive success not only in developed nations but also in emerging markets such as India and China. One of its pioneering efforts in emerging nations was enabling videos to work on a low bandwidth as these nations always have had issues with the internet connectivity. Additionally, their campaigns were very consumer centric. For one such video, Facebook stated its mission in the following manner: “Connect with ...

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