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Citation

Martin F & Craig C (1997) Lemmings - Case Study Reference No. 397-033-1. Bedford, UK: European Case Clearing House at Cranfield University. http://www.ecch.com/educators/

Abstract
DMA Design is a Dundee based computer games company created by David Jones in 1989. He started writing games at university and then set up his own computer games company. David went on to write Lemmings, one of the most successful computer games of all time. However, success was not without its problems and David Jones soon feared that the company could disappear as quickly as it had begun. This case illustrates the difficulties many entrepreneurs face in staying focused, particularly in an industry which is fast moving. It also shows how easy it is for entrepreneurs in small companies to divert their energies into management and financial duties, such as completing VAT returns. It also illustrates how an entrepreneur who becomes side-tracked can then starve the company of the skills and insights which are vital to business success.

Keywords
Entrepreneurship; Start-up; Business strategy