Case study

Reference: IMD-7-1843

Order this case study

Will "LinkedIn Learning" disrupt the education landscape?

By Professor Stefan Michel, Maxim Kolesnik, Mario Perez Lopez and Dominik Reinhard

LinkedIn is the world’s largest professional social network on the internet with more than 400 million members in over 200 countries. The company is publicly held and has a diversified business model with revenues coming from talent solutions (62%), marketing solutions (20%) and premium subscription products (18%). Headquartered in Mountain View, California, LinkedIn is currently available in 24 languages and has more than 8,700 full-time employees with offices in 30 cities around the world. LinkedIn was founded in 2002 and went public in 2011 after its IPO on May 19. Professionals are signing up to join LinkedIn at a rate of more than two new members per second. There are over 39 million students and recent college graduates on LinkedIn. They are LinkedIn's fastest-growing demographic. Lynda.com, recently acquired by LindkedIn, is an online education company offering thousands of video courses in software, creative and business skills. The company produces video tutorials taught by industry experts in each field. What started out as a series of 20 online video courses has since grown to +6,300 courses, on every topic ranging from coding to marketing to business, and more than 267,000 video tutorials which are now viewable from any Web browser, smartphone or tablet. With the acquisition of Lynda.com for $1.5 billion, LinkedIn has made the largest acquisition of its history and the fourth-largest deal ever in social media, allowing the company to enter the educational technology market overnight. Still it remains to be seen what LinkedIn is trying to accomplish with it. Is this acquisition another sign of an incipient internet bubble in the Valley or is LinkedIn really aiming to become a serious player in the education domain?

Learning Objective

This case addresses the strategic dimension of LinkedIn’s acquisition of Lynda.com from different perspectives:

  1. Analysis of the value-creating system of both companies after the M&A, including identification of the different stakeholders and how this deal may reconfigure the roles and relationships among this constellation of actors.
  2. Analysis of the implications of the deal for LinkedIn’s corporate strategy and assessment of the potential synergies of the M&A.
KeywordseLearning, LinkedIn, Lynda.com, Online Education, Professional Social Network, Strategy Diamond, Value Constellation
SettingsGlobal
LinkedIn, Lynda.com
September 2015 – June 2016
TypeField Research
Copyright©2016
Available LanguagesEnglish, Japanese
Order this case study

Reference: IMD-7-1843

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email info@thecasecentre.org

The Case Centre Babson College

Babson Park Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email info.usa@thecasecentre.org

Harvard Business School Publishing

60 Harvard Way Boston, MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email custserv@hbsp.harvard.edu

Case Center Japan

2nd Floor, Toranomon Jitsugyokaikan,
1-1-20 Toranomon, Minato-ku,
Tokyo 105-0001 Japan
Tel +81 3 3503 6621
Fax +81 3 3501 0550
Email info@casecenter.jp

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information, please contact our Information Center.

Do you need more information?
Contact us for additional information or republishing

Case study

Reference: IMD-7-1843

Order this case study

Looking for something specific?

Keep reading