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The Launching of Mozilla Firefox - A Case Study in Community-Led Marketing
Overview Mozilla Firefox is a Free/Libre/Open Source (FLOSS) browser supported by the Mozilla Foundation. This browser was recently released and has met with considerable success. It has been downloaded more than 20 million times and has already taken considerable market share from its prime competitor-Microsoft's Internet Explorer. This paper chronicles how the efforts of 63000 volunteers led to a community successfully competing with a powerful corporation. The author identifies four factors as the key facilitators to Firefox' success-complacent competition, product superiority, presence of marketing leader and volunteer support. In this paper, the author will also discuss the marketing of one open source product by a volunteer community- a topic that has hitherto gone unexplored.
| Publisher | University of Washington | File Format | |
|---|---|---|---|
| Date Published | January 2005 | Downloads | 1 |
| Format | White Papers | ||
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