Cyworld case analysis 
CASE ANALYSIS
Cyworld: Creating and Capturing Value in a Social Network
Dovilė Šiliauskienė, Armandas Kempinas, Karilė Daniliauskaitė, Emilija Paurytė, Valerijus Gediminas
II course students
Business Management and Analytics
ISM University of Management and Economics
Index
Introduction..................................................................................................... 3
Situation analysis............................................................................................ 4 - 5
Problem identification..................................................................................... 5
Mind Map......................................................................................................... 6 - 7
Theoretical survey............................................................................................ 7 - 8
Suggested solution........................................................................................... 8
Article summary...............................................................................................10-13
Conclusion........................................................................................................14
References.........................................................................................................15
Introduction
The case that is going to be analyzed in this paper is called: Cyworld: Creating and Capturing Value in a Social Network. This is the case about SK Telecom- South Korean mobile phone company and Cyworld an independent social networking company site that was founded by a few college students and how they merged together to create social connectivity platform. The article talks about the failures related to localization, customer dissatisfaction, great completion in the industry, and relatively high user turnover rate. To improve Cyworld networking performance and to secure user loyalty to SK Telecom a mobile Cyworld
Cyworld: Creating and Capturing Value in a Social Network
Dovilė Šiliauskienė, Armandas Kempinas, Karilė Daniliauskaitė, Emilija Paurytė, Valerijus Gediminas
II course students
Business Management and Analytics
ISM University of Management and Economics
Index
Introduction..................................................................................................... 3
Situation analysis............................................................................................ 4 - 5
Problem identification..................................................................................... 5
Mind Map......................................................................................................... 6 - 7
Theoretical survey............................................................................................ 7 - 8
Suggested solution........................................................................................... 8
Article summary...............................................................................................10-13
Conclusion........................................................................................................14
References.........................................................................................................15
Introduction
The case that is going to be analyzed in this paper is called: Cyworld: Creating and Capturing Value in a Social Network. This is the case about SK Telecom- South Korean mobile phone company and Cyworld an independent social networking company site that was founded by a few college students and how they merged together to create social connectivity platform. The article talks about the failures related to localization, customer dissatisfaction, great completion in the industry, and relatively high user turnover rate. To improve Cyworld networking performance and to secure user loyalty to SK Telecom a mobile Cyworld
References: : http://www.helpscout.net/blog/customer-retention-strategies-that-work/ Managing Loyalty and Profitability. "The Mismanagement of Customer Loyalty". W. J. Reinartz and V.Kumar, 2002, Harvard Business Review. Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value. Management Accounting Quartery, V.Kumar and B.Rajan, 2010 Cyworld: Creating and Capturing Value in a Social Network (Sunsil Gupta & Sangman Han). 9-509-012 REV. November 16,2008 , Harward Business School