Juul Moller

In: Business and Management

Submitted By sfranklin24
Words 3475
Pages 14
Norwegian School of Management

NSM-2002-001-CA-EN, August 30, 2002

Juul Møller AS
In April 1996, Dag Juul Møller, owner and president of Juul Møller Bokhandel A/S, an (in Norwegian terms) medium-sized bookstore company located in Oslo, Norway, was sitting in his home office contemplating a new challenge to the industry. He had just finished a telephone conversation with Dagfinn Nettland, a young Master of
Management student at the Norwegian School of Management with a passion for computers. Dag had used him to help set up his home office.
Dagfinn had spent the Easter break surfing the Internet and writing his term paper for a course called GRA2329 IT in Global Business at the Norwegian School of
Management. The term paper assignment was to take an existing company and analyze how this company could use the Internet as an information and sales channel for products and services. The students in GRA2329 had chosen a wide variety of businesses and organizations. Dagfinn had been a member of a group working with
Norsk Rikstoto, the company administering nationwide equestrian sports gambling.
What interested Dag, however, was another aspect of the course: When GRA2329 was started, the required books had not been available in the bookstore, but had first started arriving several weeks into the course. Normally, in situation like this, the professor would have postponed the discussions over the delayed literature until later in the course. However, for GRA2329, things had been different. Several of the students had bought the course literature over the Internet, from a bookstore called
Amazon.com, located in Seattle, Washington, USA. Some of the students had also tried Blackwell's, a bookstore web site in England, but had been less satisfied.
Dagfinn found it impressive that these book shops could deliver American and
English literature in as…...

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