Case | HBS Case Collection | April 2007


by Bharat N. Anand and Sophie Hood


In 2006, newspaper firms in developed markets were severely threatened on three fronts: the growth of online news, online classified advertising, and free newspapers. Schibsted, however, had managed to cope with these challenges successfully, and had become something of a legend in the newspaper community. Describes the evolution of Schibsted's strategy from print media towards electronic media starting in 1995, including their choices around the internal structuring of new ventures. In September 2006, the management team confronted a few salient questions: first, should Schibsted allow Google to crawl its online news sites in Scandinavia?; and second, were Schibsted's successes within Scandinavia repeatable outside it? Indeed, how far could Schibsted's competitive advantage travel?

Keywords: Transition; Product Launch; Organizational Change and Adaptation; Adaptation; Competitive Advantage; Media and Broadcasting Industry; Scandinavia;


Anand, Bharat N., and Sophie Hood. "Schibsted." Harvard Business School Case 707-474, April 2007.