Book Review: Boo Hoo by Ernst Malmsten

It seems like forever since those heady, spirited days of the dot.com boom. There was no 9/11, no War in Iraq, no "Axis of Evil". Instead there was champagne was flowing freely, the NASDAQ, FTSE and DOW soaring to new heights, and millionaires (at least on paper) were being created overnight. Wanting to relive that spirited time and on recommendation of my friends Matthias and Abi, I recently finished reading "boo hoo", the story of boo.com, one of Europe's most high profile Internet stories of spectacular boom and heartwrenching bust. boo.com was set up in London by 3 Swedes -- Ernst Malmsten, Kasja Leander and Patrik Hedelin in 1998. Malmsten and Leander, the real visionaries behind the business, had previous…

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