The Turnaround of AOL
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTR195 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
ThemesCorporate Turnaround |
| Case Length |
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19 Pages |
| Period |
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2001-2005 |
| Organization |
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AOL, Time Warner |
| Pub Date |
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2006 |
| Teaching Note |
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Not Available |
| Countries
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China |
| Industry |
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Media,
Entertainment, and
Gaming |
Abstract:
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The case discusses the problems faced by Time Warner after the merger with
AOL in the year 2001. The merger created the largest media company in the
world. However, with the Internet bubble bust, several dotcom companies went
bankrupt which adversely affected AOL's advertising revenues. Moreover, the
number of dial-up subscribers was also constantly going down which affected
the overall revenues and profitability of AOL. The case explains the
strategies adopted by Richard Parsons, the CEO and Chairman of Time Warner
and Joe Miller, the CEO of AOL, to turnaround AOL. One of these strategies
was to provide free content on its portal which helped AOL attract more
online visitors thus increasing its advertising revenues. AOL's success led
Google, the leading search engine in the world, to enter into a global
advertising partnership with the company and acquire a 5% equity stake in
AOL for US$ 1 billion.
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Issues:
» Turnaround Strategy of AOL
» Synergies in the merger between traditional and online media company
Contents:
Keywords:
AOL, Time Warner, Corporate Turnarounds, Richard Parsons, Merger
Integration, Failed Merger, Merged Synergies, Reorganization, Accounting
Irregularities, Subscriber Base, Superstore on the Web, Online Advertising,
Web Television, Content Partnerships
The Turnaround of AOL
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