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Published by:
Aalto University School of Economics (formerly HSE) (2015)
Length:
23 pages
Data source:
Field research
Abstract:
Rovio, nowadays a multinational company present virtually in all countries with its Angry Birds brand, was in 2009 just a small company operating from Helsinki, Finland. Its extraordinary and fast-paced world-wide success rests on a unique mix of ambition, creativity, irreverence, strange birdy characters, slingshots, mobile games and some thousands of different physical products that span from soda drinks to books and clothes. This case study is based on empirical data collected by the authors and includes first hand information about Rovio’s expansion. It focuses on how the expansion of Rovio and its brands was accomplished through the interplay of digital and physical activities, using the example of the internationalisation to Japan to illustrate this expansion and the challenges still faced by the company. This case has been featured on our website, click to view the article.
Learning objectives:
1. To provide the students with a better understanding about the drivers behind the tremendous success of global expansion of game companies and challenges associated with their day-to-day management. 2. To challenge students to rethink their knowledge and understanding of how and why companies internationalise. 3. To shed light on the importance of the Japanese market for companies in the entertainment business and creative industries.
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