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Juul Moller Essay

3517 words - 15 pages

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 ...view middle of the document...

student had also tried to buy other products, such as Levi's jeans, over the Internet, but
had been less successful. While he received the product, and the price was somewhat
below what it would have cost to buy the jeans in Norway (he had to pay both
customs and a sales tax), the increased complexity and time meant that it was better to
just buy them in a regular store.
Dagfinn, who wanted to continue working with Juul Møller once he had passed his
remaining exams, was a bit worried that the students would cease to buy their books
from Juul Møller, and start only buying from the Internet.

Associate Professor Espen Andersen of the Norwegian School of Management prepared this case as
the basis for class discussion rather than to illustrate either effective or ineffective handling of an
administrative situation. The contents are based on an actual situation, but certain names and events
have been disguised. © Copyright Espen Andersen 1997, 2002. This case may be freely used for
teaching and other non-commercial purposes as long as this notice is not removed. Instructors can get a
teaching note by e-mailing Espen Andersen at For more details, see

Juul Møller AS


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

Norli - a cautious pioneer
After talking to Dagfinn, Dag decided to call a colleague in another bookstore to
discuss the matter with him. He poured another cup of coffee, opened his connection
to the Internet, and located a telephone number in the Yellow Pages of Telenor,
Norway's recently privatized national telecommunications provider. Rolf Olsen in
Norli, one of Norway's largest chains of bookstores, proved to be an amiable person
who was willing to discuss his experiences with the Internet.
“We started about 18 months ago,” said Olsen, “when we were approached by
Forlagssentralen, maybe you remember that initiative? They have set up an Internet
service for book shops called Boknett. In the beginning, all we could do was set up
static Web pages, presentations of the company and such, but in the Spring of 1996
they started offering a service where the customer could order books over the Internet,
from the individual bookstore. Forlagssentralen is the biggest book distributor in
Norway, they have all the large publishers except Cappelen, so it looked like a good
option for us. We have a few pages on their server....”
“I remember that now,” said Dag. “We got some offers from a number of foreign
publishers as well, Springer was one of them, about being on their home pages.”
“...which makes the whole process rather simple,” continued Olsen. “We don't have to
do anything technical, we just upload the pages and, of course, we have to handle the
page design and maintenance. The latter has been a bit sporadic. We started with a
flourish, but since then only some parts of it have been maintained, particularly the
computer books. There we have one guy from the computer book...

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