| HBS Case Collection
(Revised from original 2008 version)
Kasahara, the founder and CEO of mixi, the most successful Japanese on-line social network, is deciding between two strategic options: (i) B2C or (ii) C2C to leverage the power of the social network. In the B2C option, mixi would become a portal for on-line shopping for both digital content and tangible goods and charge the business sellers a fee. In the C2C option, mixi would facilitate exchanges between mixi's members through on-line flea markets or auctions and charge the members for successful transactions. In choosing between the two options he has to consider other upstart networks, particularly in the field of mobile social networking.
Keywords: Decision Choices and Conditions;
Social and Collaborative Networks;
Piskorski, Mikolaj Jan, Masaru Nomura, and Kanako Miyoshi. "mixi (A)." Harvard Business School Case 709-413, June 2011. (Revised from original July 2008 version.)