Case Company 2010 - Tivoli A/S

Tivoli A/S is this year's case company. Tivoli is the oldest still operating amusement park in Europe. The company is no ordinary amusement park; it is also a national symbol and a symbol in the Danish society.

Today, the word Tivoli is synonymous with amusement park in the Scandinavian countries, which means that the brand has, like Band-Aid or Kleenex, become a so- called brandnomer. Tivoli is now entering its 167th season and has seen several changes over the years. Lars Liebst says: "I follow the mantra laid out by Tivoli's founder, Georg Carstensen; the construction of Tivoli is, so to speak, never finished."

The case revolves around looking for initiatives that will improve current operations, conceptual ideas for Tivoli's next revenue boost and strategies of how to further develop and capitalise on the Tivoli brand. He sees a vast number of possibilities for Tivoli, but he knows that it is not possible to do everything at once. To pick the right project at the right time is vital for the success of Tivoli.

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