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HSE_CASE_NR: 199-026 | status: active
Authors: Warppe, Pirkko
Järvenranta, Titu
Cho, Dong-Sung (supervisor)
Material: 22 pages
Publication year: 2001  Language: eng
Keywords: brand management; Finnish jewelry business; growth of niche business; international marketing; internationalization
Abstract: Kalevala Jewelry, a Finnish jewelry business owned by a non-profit organization preserving cultural heritage, was a success story in Finland in the 1990s. Despite the recession and tight competitive situation, the company had achieved significant growth. The products of the company were based on models modified from archeological findings. These findings were mostly Finnish, although some were from Viking era, thus pleasing all the Scandinavian and to some extent German customers. Kalevala Jewelry had also acquired a jewelry business concentrating on modern jewelry, but it had not been very successful. In 1996, the CEO of Kalevala Jewelry pondered how the company could grow even more. Which products to introduce? Which markets to conquer? How could a Finnish brand be marketed outside Finland?

Related teaching note:
Notes: 7 pages
Publication year: 2001  Language: eng

Case is available from ecch case collection:
» ecch case info (21929)
[reference nr 301-098-1]