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Case
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Reference no. 9B09A033
Subject category: Entrepreneurship
Published by: Ivey Publishing
Originally published in: 2009
Version: 2009-11-27
Length: 10 pages
Data source: Field research

Abstract

An Irish Air Lines pilot has re-created his home city of Dublin on Second Life. His Second Life alter ego, Ham Rambler, is busy running the site, and selling office space and advertisement on the property. The property includes a popular bar, a venue for live music performances, as well as a realistic rendering of Dublin''s core. Second Life ''residents'' flock to the site for its entertainment and to experience Dublin. Mahon / Rambler needs to decide if the innovative business model he has developed is sustainable, or whether he should sell the business to other developers. The case is useful to introduce the concept of immersive Internet-based environments, and Internet advertising and selling.
Location:
Size:
Small
Other setting(s):
2009

About

Abstract

An Irish Air Lines pilot has re-created his home city of Dublin on Second Life. His Second Life alter ego, Ham Rambler, is busy running the site, and selling office space and advertisement on the property. The property includes a popular bar, a venue for live music performances, as well as a realistic rendering of Dublin''s core. Second Life ''residents'' flock to the site for its entertainment and to experience Dublin. Mahon / Rambler needs to decide if the innovative business model he has developed is sustainable, or whether he should sell the business to other developers. The case is useful to introduce the concept of immersive Internet-based environments, and Internet advertising and selling.

Settings

Location:
Size:
Small
Other setting(s):
2009

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