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Case Study

Michael Kraft (D): Orascom Telecom

By Cyril Bouquet and Colleen Lief

4 pages

October 2009

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Reference: IMD-3-2130

The D case reveals that Lingo Media’s board of directors agreed to repurchase Speak2Me from Kraft’s investors group. A new business model is put it place to teach spoken English via the Internet. Revenues are coming through embedded advertising rather than from people actually learning English on the online platform. The model offers exciting growth prospects, attracting the interest of telecom giant Orascom. But Kraft is not willing to sell his company yet. What he wants instead is to convince Orascom they should simply take a stake as a minority partner. Will he succeed?

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

Type

Field Research

Available Languages

English

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