An examination of the business strategies in the second life virtual market

J.Sonia Huang*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


Second Life (SL) is now experiencing its own dystopia. The SL in-world market is crowded with homogenous products and erects few entry barriers. This study thus took a diagnostic approach using realworld business strategies of cost leadership, differentiation, and focus to examine whether the largest businesses are creating a defendable position in the market and what choices they have to obtain competitive advantage. The analysis of the 20 largest SL businesses showed that no businesses pursued a pure strategic thrust, 9 businesses adopted hybrid strategies such as a cost-focus mix, and the rest were stuck in the middle or had unclear strategic actions. The present study suggests that treating hybrid strategies as a stepping stone to strategy purity may be a way to create competitive advantage.

Original languageEnglish
Pages (from-to)1-17
Number of pages17
JournalJournal of Media Business Studies
Issue number2
StatePublished - 1 Jan 2011


  • Business strategies
  • Cost leadership
  • Differentiation
  • Focus
  • Second Life
  • Virtual media


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