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Published by:
Stanford Business School (2016)
15 August 2016
46 pages
Data source:
Field research


Bonnier News was Sweden's leading media group and a paragon in the nation's cultural, economic, and political circles. It was one of six divisions of Bonnier AB, a company founded by Gerhard Bonnier in 1804 that remained wholly owned by the Bonnier family, with 8,000 employees and operations in 15 countries. Bonnier News, which published three major papers in Stockholm, Dagens Nyheter, Dagens Industri, and Expressen and the southern Swedish daily Sydsvenskan, faced a major transition in the spring of 2016 as CEO Gunilla Herlitz prepared to retire. Herlitz's tenure had coincided with momentous upheavals in the newspaper industry, the rise of the digital era, and a period of unending change at Bonnier AB. Indeed, when Herlitz assumed her position, Bonnier was 'a company in a financial crisis' struggling to adapt to the constantly changing media and advertising environment. In 2009, its flagship paper Dagens Nyheter lost more than SEK100 million, or EUR10,780,985 euros. However, by 2010, just one year after Herlitz became its editor and CEO, the paper was already showing a healthy profit of SEK143 million (EUR15,400,217). By 2014, five years into Herlitz's tenure, DN was again winning awards. Herlitz went on to apply many of the same tactics to the Bonnier News business area and its properties. This case explores the transformation of Bonnier News under Herlitz and considers the overall strategy of its newspapers and the strategic development of its business model going forward.


Strategy; Innovation; Media; Technology; Internet; Digital age; Family-owned business; Implementing strategy; Company culture

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