Tella Oy: Nordic Boutique or Finnish Global Enterprise?
商品編號：9B21M023
出版日期：
再版日期：2021/03/03
商品來源：
商品主題：
商品類型：
涵蓋議題：design;sustainability;lifestyle;social media
難易度：3 - Undergraduate
內容長度：
地域：Finland
產業：Retail Trade;
事件年度：2020
In 2020, the chief executive officer of Tella Oy, a small Finnish hat-making firm, wanted to achieve €2 million in turnover. She had been pursuing a regional growth strategy with some success since 2016, when she had founded the business after acquiring the long-established family firm. With the onset of the COVID-19 pandemic, the firm had abandoned its internationalization plans and began fabricating personal protective clothing. When the chief executive officer met with consultants, several expansion options were raised: remaining regionally focused, entering into exclusive supply arrangements, pursuing opportunities in Asia, licensing her designs, or becoming a fully online retailer. As a small firm with no permanent employees, which of these various options could Tella Oy realistically pursue? More importantly, was this chief executive officer ready to give up her role as chief designer to take on the role of managing director?
教學手冊：8B21M023;
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