Case Title: Facebook, Inc.

Case Title: Facebook, Inc.



The case dilemma centers around Sheryl Sandberg, Facebook’s chief operating officer (COO) and second in command. She is looking to take the company to the next level: not only to continued growth in mobile ads, but to dominance in the digital ad space. For this to occur, Facebook would somehow have to top Google in both display and search ads, despite only having nominal presence and expertise in display ads. Moreover, Facebook is facing the continued convergence in this fast-moving industry.


Concepts: Stakeholders, Strategic Planning, External Analysis, Competition, Internal Analysis, Business Models, Business Strategy, Innovation, Technology, Organizational Culture, Strategic Leadership, Strategy Execution & Implementation



  • Ticker Symbol: FB
  • Protagonist: Sheryl Sandberg, COO at Facebook
  • Country: USA
  • Sector: Social networking and online advertising
  • Company Employee Count: 10,000 (2014)
  • Company Revenue: $13.51B (2015)
  • Event Year Begin: 2015
  • Event Year End: 2015


Teaching Note: Available

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