Kauppakorkeakoulun julkaisuportaali

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HSE_CASE_NR: 199-026 | status: active
Tekijät: Warppe, Pirkko
Järvenranta, Titu
Cho, Dong-Sung (supervisor)
Ulkoasu: 22 pages
Julkaisuvuosi: 2001  Kieli: eng
Asiasanat: brand management; Finnish jewelry business; growth of niche business; international marketing; internationalization
Tiivistelmä: 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?

Opetus-materiaali (teaching note):
Huomautukset: 7 pages
Julkaisuvuosi: 2001  Kieli: eng

Case on saatavilla ecch case collection:in kautta:
» ecch case info (21929)
[reference nr 301-098-1]