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Case Study

Michael Kraft (B): Lingo media comes alive

By Cyril Bouquet and Colleen Lief

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.

Keywords

International Expansion, Entry Market Strategy, Strategy, Leadership, Educational Publishing, General Management

Settings

1998-2009

Available Languages

English

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This case study is part of a series

Michael Kraft (A): Opportunity knocks in China
Michael Kraft (B): Lingo media comes alive
Michael Kraft (C): New opportunities
Michael Kraft (D): Orascom Telecom

This case study is part of a series

Michael Kraft (A): Opportunity knocks in China
Michael Kraft (B): Lingo media comes alive
Michael Kraft (C): New opportunities
Michael Kraft (D): Orascom Telecom

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