Subject category:
Strategy and General Management
Published by:
International Institute for Management Development (IMD)
Version: 14.11.2003
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https://casecent.re/p/11873
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Abstract
This case describes the evolution of America Online (AOL) from Internet start-up to media giant with a $290 billion market capitalisation following its merger with Time-Warner. AOL grew by targeting Internet novices with easy-to-use news, shopping, and chat rooms, and connecting its customer ''community'' to a large network of Internet ''content providers''. Through a series of acquisitions in the late 1990s, including Netscape, Spinner, Movie Fone, CompuServe, ICQ and others, AOL attempted to transform itself into a brand ''family'' that reached different Internet audiences with its likeable, homey interface. The case traces AOL''s strategy and various interpretations of its corporate identity, along with the possible impact of its entry into the media industry.
About
Abstract
This case describes the evolution of America Online (AOL) from Internet start-up to media giant with a $290 billion market capitalisation following its merger with Time-Warner. AOL grew by targeting Internet novices with easy-to-use news, shopping, and chat rooms, and connecting its customer ''community'' to a large network of Internet ''content providers''. Through a series of acquisitions in the late 1990s, including Netscape, Spinner, Movie Fone, CompuServe, ICQ and others, AOL attempted to transform itself into a brand ''family'' that reached different Internet audiences with its likeable, homey interface. The case traces AOL''s strategy and various interpretations of its corporate identity, along with the possible impact of its entry into the media industry.