Subject category:
Strategy and General Management
Published by:
Ivey Publishing
Version: 2021-03-03
Length: 13 pages
Data source: Field research
Abstract
In 2020, the chief executive officer of Tella Oy, a small Finnish hat-making firm, wanted to achieve EUR2 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?
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Abstract
In 2020, the chief executive officer of Tella Oy, a small Finnish hat-making firm, wanted to achieve EUR2 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?