Essay on case study

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Going Global by Acting Local
John Edma
Keiser University

Going Global by Acting Local
YouTube LLC, headquartered at San Bruno California, is a global video sharing website launched on February 2005. The global network allows sharing of videos both globally and most recently, locally. In 2008, the company set its local operations in India by launching YouTube India due to the country’s diverse culture in video and music. Through this, the company expects to increase the interactions in India and also interaction of the whole world with Indian culture.
The entry strategies in the Indian market in its aims to go local involve creating Indian channels on different matters of life. This allows the local Indian people to upload and share videos on different aspect of culture (Zink, Suh, Gu, & Kurose 2008). Through this, the Indians would share their culture with the rest of the world. An additional entry method involves creating advertising channels for Indian products. Through this, the company hopes to capture the Indian business and break through the advertisement of Indian products to the rest of the world.
The company has run into several problems in the recent past. The ease of creating accounts and uploading videos allows some people to upload explicit and disturbing videos. The company has, however, struggled to face out such videos by creating a report link. Through the report link, the users can report disturbing videos that the company then removes (Lange, 2008). The company has also developed a user discretion warning the users of the contents of some articles. The warnings come in terms of age discretion and disturbing images. The breakthrough in the Indian market will enable the company portray its efforts to going local despite being an international company. The company is a highly motivated given the fact that it has struggled to set up local channels. The creation of the vevo you tube channel enables individuals to create personal channels for sharing their videos.

References
Lange, P. G. (2007, May). Fostering Friendship Through Video Production: How Youth Use YouTube to Enrich Local Interaction. In Annual Meeting of the International Communication Association (Vol. 27).
Zink, M., Suh, K., Gu, Y., & Kurose, J. (2008, January). Watch global, cache local: YouTube network traffic at a campus network: measurements and implications. In Electronic Imaging 2008 (pp. 681805-681805). International Society for Optics and Photonics.

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