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AMERICA ONLINE A Case Study Prepared for: OL421x3216 STRATEGIC MANAGEMENT January 2004 INTRODUCTION The Internet revolution in the 90's can be attributed to America Online's growth history. The company was named Control Video Corporation in the early 80's and was founded to provide online services specializing in video games. It was reorganized in 1985 by James Kimsey and Steve Case and was bannered under the name Quantum Computer Services. It aims to customize online services for leading computer companies. Four years later, a deal with Apple Computer never pushed thru and Quantum ended up introducing the software service it designed for Apple under the name America Online. In 1991, Quantum changed its name to America Online and went public in 1992. The growth in members and subscribers was mainly because of its so-called "effective promotional strategy" which they mail out massive number of diskettes with free trial offers. Its CEO, Steve Case who had...

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