Frank T. Rothaermel
McGraw-Hill Education (MH0054-PDF-ENG)
October 02, 2017
The protagonist of the case is Sheryl Sandberg, COO of Facebook. The case begins with his review of the company’s third-quarter 2017 earnings data in preparation for the subsequent call from investors. In particular, the company continued its strong career in the mobile ad space, generating significant revenue that Facebook had earned. As COO, she wants to take the company to the next level – not just the continued growth of mobile ads, but the dominance of digital advertising as well. To do that, Facebook would have to somehow outperform Google in display and search ads, even though it only has a notable presence and experience in display ads. In 2017, Facebook was the fourth most valuable company in the world with a market capitalization of nearly $ 500 billion (just behind Apple, Alphabet, and Microsoft, but ahead of Amazon).
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