Subject category:
Marketing
Published by:
Institute for Management Development (IMD)
Version: 01.05.2003
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract
This is the second of a two-case series (IMD-5-0568 and IMD-5-0569). It chronicles the decisions taken by top management in August 2000 regarding the company''s Internet and e-commerce strategy for each of its principal divisions. The (B) case also introduces some of the more recent developments in the worldwide music industry, such as the growing popularity of Napster, whose software permits music lovers to download music free of charge. Participants will be challenged to think about how Gramophone should respond to the threat of rampant piracy and how the music industry will be transformed by the digitization of music. This case was previously numbered 500-043-1.
About
Abstract
This is the second of a two-case series (IMD-5-0568 and IMD-5-0569). It chronicles the decisions taken by top management in August 2000 regarding the company''s Internet and e-commerce strategy for each of its principal divisions. The (B) case also introduces some of the more recent developments in the worldwide music industry, such as the growing popularity of Napster, whose software permits music lovers to download music free of charge. Participants will be challenged to think about how Gramophone should respond to the threat of rampant piracy and how the music industry will be transformed by the digitization of music. This case was previously numbered 500-043-1.
Settings
Location:
Industry:
Size:
USD30 million in sales, 2,500 employees
Other setting(s):
2000