CASE: Mozilla vs. Godzilla — The Launch of the Mozilla Firefox Browser
Abstract
The case describes an interactive marketing campaign used to launch the open source, Mozilla Firefox browser. The case highlights key features of the campaign and the facilitating conditions that enabled product success. The sustainability of the community marketing effort in light of product maturation is the central marketing challenge that the organization now faces.
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Article first published online: August 1, 2009
Issue published: August 2009
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