Facebook: Strategic Analysis of an Internationalization

Facebook has become a household name and social crutch for people in

many countries worldwide as well as an indispensable component of the

media strategy of a growing number of organizations. How has an American

social network, developed in a university campus, evolved to become the

phenomenon it is today? This analysis of the internationalization strategy of

Facebook, undertaken by a group of ESSEC students, aims to understand

the reasons for its success or failure from country to country and simultaneously

cast a critical eye on the question of responsibility for this colossal

social network. This work also provides an insight into the potential future

strategies for development of social networks. Although one of the dominant

social network players, Facebook does not enjoy a global hegemony,

and the whims of the increasingly segmented social network users are difficult to foretell; will other social networks succeed and leave Facebook as a

second player?