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Complete Case details are given below :
Case Name : Reinventing Adobe
Authors : Sunil Gupta, Lauren Barley
Discipline : Marketing
Case Length : 17 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative Cloud where consumers paid a monthly subscription fee. Within a few weeks thousands of consumers signed petition complaining against this decision. Should Adobe reverse its decision? More generally, what new skills and capabilities does it need to develop as it reinvents itself?
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