Case Study

America Online (AOL): Combining internet and media

13 pages
May 2000
Reference: IMD-3-0877

This case describes the evolution of America Online (AOL) from Internet start-up to media giant with a $290 billion market capitalization following its merger with Time-Warner. AOL grew by targeting Internet novices with easy-to-use news, shopping, and chat rooms, and connecting its customer “community” to a large network of Internet “content providers”. Through a series of acquisitions in the late 1990s, including Netscape, Spinner, Movie Fone, CompuServe, ICQ and others, AOL attempted to transform itself into a brand “family” that reached different Internet audiences with its likable, homey interface. The case traces AOL’s strategy and various interpretations of its corporate identity, along with the possible impact of its entry into the media industry.

Keywords
Internet, Media, Corporate Identity
Settings
United States of America
January 2000
Type
Published Sources
Copyright
© 2000
Available Languages
English
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