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Case 9 00 2013 006
Case published in the International Journal of Case Studies in Management, Vol. 11, No. 3
Languages : 
  • English
  • Business plan,
  • Multimedia,
  • International business,
  • Entrepreneurship,
  • Strategy
Year of production : 
Registration date : 
Teaching notes included : 

This case describes Johnny Fernandes' new venture, a digital-based, lifestyle and entertainment magazine for the iPad, called iMag. Johnny had always been interested in becoming a player in the international arts scene and now he seems to have the chance thanks to the tablet platform. He has spent the last five months conceptualizing iMag and creating a team of technical specialists to help him develop iMag. While encountering different challenges, (i.e., no secure revenues, uncertainty about the evolution of rich media advertising, limited financial resources) the rapid expansion of the tablet market and its corresponding applications indicate that Johnny has a true business opportunity in front of him. First of all, students have to put themselves in Johnny's shoes and design a detailed action plan that ensures iMag's future in this up-and-coming industry. Secondly, students have to identify the threats and opportunities for iMag in competing globally at an early stage.

Primary domain : 
International business
Secondary domain : 
Not available
Sectors : 
  • Information and cultural industries,
  • Culture
Source : 
HEC Montréal
Type : 
Traditional case (Decision-making case)
Type of data used in the production of the case : 
Fictional data inspired by real-life situations, but significantly transformed
Event location : 
Year of start of the event : 
Year the event ended : 
Business size : 
Very small business
Main themes covered

- Exploring the difficulties that small ventures face when expanding abroad for the first time

- Strategic management

Teaching objectives

1) To enable students to identify the business model that will ensure iMag’s future viability.

2) To help students understand the advantages and disadvantages of becoming a born-global player in an industry that is international by nature.