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HSE_CASE_NR: 195-012 | status: active
Authors: Ruokonen, Hanna-Mari
Simon, Gwénola
Cho, Dong-Sung (supervisor)
Material: 9 pages + 7 exhibits
Notes: video
Publication year: 2001  Language: eng
Keywords: entrepreneurship; family business; Finnish clothing industry; internationalization
Abstract: The case covers the history of Marimekko, a Finnish textile and clothing design house, starting in 1951 when Armi Ratia, a Finnish textile designer, founded the company. Amer Corporation, an international conglomerate known for brands such as Wilson and Atomic took over the company in February 1985 and the Amer period lasted until the autumn of 1991 when Kirsti Paakkanen acquired Marimekko. She then implemented strategy and organizational changes. The case ends in December 1995 when Kirsti Paakkanen is evaluating the new strategic options for Marimekko in an increasingly competitive environment: The European Union membership in the beginning of 1994 has brought new competitors to the Nordic markets, while at the same time the recession in Finland has eroded the purchasing power of Marimekko’s traditional target market: women over 30 years old. The information in the case is meant to illustrate the role of leadership and management in a company that is operating in an increasingly competitive environment. Thus, additional information in the form of extra reading might be needed for analyzing the industry.

Related teaching note:
Notes: 11 pages
Publication year: 2001  Language: eng

Case is available from ecch case collection:
» ecch case info (21941)
[reference nr 301-113-1]