Facebook's New Chapter: Rebranding to Meta


After nearly two decades of Facebook’s dominance in the social networking and tech spheres, CEO Mark Zuckerberg announced in October that the company would be rebranding as “Meta.” The name change corresponds to Zuckerberg’s new focus on expanding the “metaverse,” which will provide a virtual space for users to engage in various activities via a digital avatar. Although it’s a new, open frontier for the company, Zuckerberg’s announcement was met with skepticism, with many critics positing that it’s Zuckerberg’s attempt to distance the company from recent scandals and controversies. This case asks students to discuss the rebranding and to evaluate Meta’s potential for success.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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