LinkedIn Corporation, 2012 Case Solution & Answer

This Case is about BRANDING

PUBLICATION DATE: August 20, 2012 PRODUCT #: 713420-HCB-ENG

Since its start in 2003, LinkedIn had become a leading Silicon Valley association using a brand name which was identifiable throughout the U.S. and in many countries abroad. As of March 2012, LinkedIn was the world’s biggest professional network online with $522.2 million in sales in 2011 and more than 150 million members in over 200 nations. Contrary to other leading social media sites, LinkedIn focused only on cultivating links within the professional marketplace. As the CEO of LinkedIn thought about the future, he recognized the challenges in continuing to scale the business. At exactly the same time, his focus on LinkedIn could continue to utilize its vast quantity of information to supply added merchandise and services for customers and its members.

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