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Wikipedia
Wikipedia: Future perspectives
Strategic Marketing First assignment 23 · april · 2012 Ariana Mugica Morales Student # s3314547

Wikipedia overview
Wikipedia is a nonprofit web-based free content encyclopedia, open to any Internet user who wants to contribute or edit it (Wikipedia, About, 2012). It was founded in 2001 by Jimmy Wales and Larry Sanger with the name of “Nupedia” and changed later to Wikipedia with the intention of adding the “wiki” concept refereed to the invitation to any internet user to collaborate to the content (DiStaso,2012). Today has around 4 million articles in english and more than 19 million articles in more than 280 languages (Wikipedia, About, 2012). It is currently positioned in the 6th place within the 10 top most popular websites around the world (Alexa.com, 2012), reaching more than 400 million visitors and more than 89,000 total volunteers working on over 2,550,000 articles (Wikipedia, About, 2012). In several occasions, Wikipedia have been criticized about the accuracy of their articles considering the amount of contributions and the facilities to add contents hard to control for their volunteers (DiStaso,2012). Interestingly, a study conducted in 2005 by Nature, conclude that Wikipedia is about as good a source of accurate information as Britannica after comparing a considerable amount of articles in booth encyclopedias (Giles, 2005). Wikipedia’s vision is to make their community the largest encyclopedia in the history and distinguish form others by collaborating with knowledge in a free and democratic way (Berinstein, 2006). Nevertheless, since the operation of wikipedia depends on their contributors and their motivation to continue participating, is impossible not to wonder which would be their strategy for remain in the encyclopedias industry and keep their community freely active?

PEST analysis

After gathering information that can modify Wikipedia’s future, these are the key findings of the current external environment


References: Alexa.com, Alexa Internet, Inc. Baytiyeh, H., & Pfaffman, J. (2010). Volunteers in Wikipedia: Why the Community Matters. Educational Technology & Society, 13 (2), 128–140. Berinstein, P. (2006) Wikipedia and Britannica ; Mar 2006, Vol. 14 Issue 3, p16-26, 11p, 5 concordmonitor.com (2010), Library use declines by 11% , Monitor Publishing Company www.condormonitor.com&article&224794&library-use-declines-by.11.percen? SESSfd86aee004a25bf46299380938499784=google&page=full DiStaso M. , (2012) Measuring Public Relations Wikipedia Engagement: How Bright is the Rule? Public Relations Journal Vol. 6, No. 2 © 2012 Public Relations Society of America Dou W. (2004) Will Internet Users Pay for Online Content? Journal of Advertising Research Issue: Vol. 44, No. 4, Dec 2004 Euromonitor International (2010) Q&A: Socio-economic impact of growing Internet usage, 04 May 2010 Euromonitor International (2010) Generation Y: Marketing to the Young Ones (18-26s) Sep 2010 Euromonitor International (2010): Strategy Briefing November 2010 The Global Rise of Social Networks: Brave New World or the Same Old Thing? Firmstone J. and Morrison D. (2008) The social function of trust and implications for ecommerce, International Journal of Advertising Vol. 19, No. 5, 2000 Giles, J. (2005). Internet encyclopedias go head to head. Nature, 438, 900-901. Glott, R., Schmidt, P., & Ghosh, R. (2010). Wikipedia survey – Overview of results. UNU-Merit and Collaborative Creativity Group. Retrieved March 1, 2012 Kolko J. (2011), Broadband and local growth Trulia Inc., San Francisco, CA, United States Article available online 10 August 2011 Morvill P. (2005) How Findability Determines Authority Online:The Wikipedia Phenomenon. Digital Media Journalism. Semantic Studios. www.masternewmedia.orgnews&&2005/10/17how_findability_determines_authority_online.h tm Naeemah C. (2011) Trust me! Wikipedia 's credibility among college students. International Journal of Instructional Media Wntr 2011, v38 i1, p27(10) . Expanded Academic ASAP (Gale) Quinn M. (2011) Encyclopedia Update, 2011: Online Encyclopedias, The Booklist108. 2 (Sep 15, 2011): 50,52. Salazar M. (2012) Las Cifras de la Wikipedia Infografía, march/19/ 2012, Open-site.org UWIRE Text Feb 9, (2012), pNA, ACTA: The SOPA that has already been passed. Expanded Academic ASAP (Gale) US Fed News Service, MICHIGAN STATE UNIVERSITY STUDENTS GET WIKIPEDIA ATTENTION AND HONORS Including US State News (May 19, 2011), p. n/a Wikipedia: Conflict of interest (2012). Retrieved March 1, 2012 from http://en.wikipedia.org/wiki/Wikipedia:Conflict_of_interest Wikipedia talk:Enable mobile version(2011) http://en.wikipedia.org/wiki/Wikipedia_talk:Enable_mobile_version Wikipedia:Five pillars (2012). Retrieved March 1, 2012 from http://en.wikipedia.org/wiki/Wikipedia:Five_pillars Wikipedia:Neutral point of view (2012). Retrieved March 2, 2012 from http://en.wikipedia.org/wiki/Wikipedia:Neutral_point_of_view Wikipedia: Why use Wikipedia (2012). Retrieved March 1, 2012 from http://en.wikipedia.org/wiki/Wikipedia:Why_use_Wikipedia Wikipedia: Wikipedians (2012). Retrieved March 1, 2012 from http://en.wikipedia.org/wiki/Wikipedia:Wikipedians#cite_note-Yang2010-4 Yang, H. and Lai, C. (2010). Motivations of Wikipedia content contributors. Computers in Human Behavior, 26(6), 1377-1383. Zickuhr, K., & Raineie, L. (2011). Wikipedia, past and present. Pew Internet & American Life Project, Retrieved on March 1, 2012 from http://pewinternet.org/~/media/Files/Reports/2011/PIP_Wikipedia.pdf
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