Research Details

Abstract

Your CEO has tasked you with determining the firm's marketing strategy for the metaverse.

The buzz for this new frontier had been building since Facebook rebranded as Meta in October 2021, touting the metaverse as "the next evolution of social connection." An avalanche of excitement soon followed, with firms across disparate industries striving to carve out early positions in the metaverse. With many more experiments continuing to emerge, marketers had to determine where to draw the line between gaining an early advantage over competitors in a potentially lucrative space versus wasting resources on a fad.

Should your company enter the metaverse? If it does, what investments are worth making? What do you hope to gain by doing so?

Type

Case

Author(s)

Kevin McTigue, Nick Strann

Date Published

06/30/2023

Discipline

Marketing

Citations

McTigue, Kevin, and Nick Strann. The Metaverse: Preparing for What’s Next. Case 5-123-006.