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Case Study

Enlight interactive: Making strategy in internet time

By Johan Roos and Brian Rogers

14 pages

April 2000

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Reference: IMD-3-0880

Enlight Interactive, based in Sweden, specializes in delivering everything from complete learning systems for companies to interactive entertainment and educational software for individuals. In March 2000, Pelle Tornell, CEO of Enlight Interactive, and co-founder Jonas Ryberg were faced with a daunting task – how to create a vision for their rapidly expanding company in the fast-paced Internet-driven economy. Tornell remarked, “In this business, it’s not about what you look like today, it’s about what you will look like tomorrow.” Both Tornell and Ryberg viewed Enlight’s mission as creating tools for developing and refining knowledge. However, they faced several distinct challenges in early 2000, which included how to continue to grow the company, how to manage the firm’s rapid growth, and how to effectively communicate their strategic goals throughout the organization. Possible discussion questions include: Given the strategic challenges facing Enlight Interactive, how should they proceed? What should their vision be as they move forward?

Keywords

Vision, Mission

Settings

Europe
2000

Type

Field Research

Available Languages

English

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