Case Study

Michael Kraft (B): Lingo media comes alive

4 pages
October 2009
Reference: IMD-3-2128

The B case is situated more than 7 years after Lingo Media’s decision to enter the complicated Chinese market. The company has built an impressive market share, but revenues are lackluster and net losses continue to mount. How long can this really go on? Is it time to finally throw in the towel and refocus the company’s efforts on more profitable ventures elsewhere?

Learning Objective

To learn about the key drivers of international expansion. To discuss the relative importance of strategic intent, core capabilities, and ability to deliver. To identify the obstacles standing in the way of international success.

International Expansion, Entry Market Strategy, Educational Publishing
Field Research
© 2009
Available Languages
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