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Enlight Interactive : Making Strategy in Internet Time

Roos, Johan (author)
Rogers, B (author)
English 14 s.
Series: IMD Case ; IMD-3-0880
  • Reports (other academic)
Abstract Subject headings
  • Enlight Interactive, based in Sweden, specialises in delivering everything from complete learning systems for companies to interactive entertainment and educational software for individuals. In March 2000, Pelle Tornell, Chief Executive Officer of Enlight Interactive, and co-founder Jonas Ryberg were faced with a daunting task - how to create a vision for their rapidly expanding company in the fast-paced Internet-driven economy. Tornell remarked, 'In this business it's not about what you look like today it's about what you will look like tomorrow.' Both Tornell and Ryberg viewed Enlight's mission as creating tools for developing and refining knowledge. However they faced several distinct challenges in early 2000 which included how to continue to grow the company how to manage the firm's rapid growth and how to effectively communicate their strategic goals throughout the organisation. Possible discussion questions include: Given the strategic challenges facing Enlight Interactive how should they proceed? What should their vision be as they move forward? This case contains colour exhibits.



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Rogers, B
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Jönköping University

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