Subject category:
Strategy and General Management
Published by:
Aalto University School of Economics (formerly HSE)
Length: 15 pages
Data source: Field research
Abstract
This case explores the international expansion of Moomin Characters Oy, a Finnish family-owned company, in Japan. The Moomin trademark is the key asset of Moomin Characters Oy in its international expansion, and licensing of this trademark to international licensees generates most of the income. Today the company has more than 800 licensees world-wide. Japan has been one of the most important markets for Moomins since the late 1960s with a strong brand recognition. While the Japanese market had grown significantly during the 1990s, the licensing revenues were declining in the 2000s due to the fierce competition in the animation industry. Roleff Kråkström joined the company as the new CEO in 2008. In the 2010s Roleff introduced successful changes to the licensing activities in Japan to turnaround the business, but now a need has emerged to further reorganize the company's activities in Japan and clarify its long-term strategy in this key market. This case introduces the challenges of expanding internationally through licensing agreements, and the possibilities of combining licensing with other growth strategies. It also highlights the opportunities of enhancing the Moomin brand value in Japan and expanding the product offering to Japanese consumers. Finally, the case describes the process of international expansion of a small family-owned company and its capacity to deal with the challenges of firm internationalization. The case ends in November 2022.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2008-2022.Geographical setting
Region:
Asia
Countries:
Japan; Finland
Locations:
Tokyo;Helsinki
Featured company
Moomin Characters Oy Ltd
Employees:
51-200
Turnover:
EUR 21,839,000
Type:
Privately held
Industry:
Licensing, art, entertainment
Featured protagonist
- Roleff Kråkström (male), Managing Director
About
Abstract
This case explores the international expansion of Moomin Characters Oy, a Finnish family-owned company, in Japan. The Moomin trademark is the key asset of Moomin Characters Oy in its international expansion, and licensing of this trademark to international licensees generates most of the income. Today the company has more than 800 licensees world-wide. Japan has been one of the most important markets for Moomins since the late 1960s with a strong brand recognition. While the Japanese market had grown significantly during the 1990s, the licensing revenues were declining in the 2000s due to the fierce competition in the animation industry. Roleff Kråkström joined the company as the new CEO in 2008. In the 2010s Roleff introduced successful changes to the licensing activities in Japan to turnaround the business, but now a need has emerged to further reorganize the company's activities in Japan and clarify its long-term strategy in this key market. This case introduces the challenges of expanding internationally through licensing agreements, and the possibilities of combining licensing with other growth strategies. It also highlights the opportunities of enhancing the Moomin brand value in Japan and expanding the product offering to Japanese consumers. Finally, the case describes the process of international expansion of a small family-owned company and its capacity to deal with the challenges of firm internationalization. The case ends in November 2022.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2008-2022.Geographical setting
Region:
Asia
Countries:
Japan; Finland
Locations:
Tokyo;Helsinki
Featured company
Moomin Characters Oy Ltd
Employees:
51-200
Turnover:
EUR 21,839,000
Type:
Privately held
Industry:
Licensing, art, entertainment
Featured protagonist
- Roleff Kråkström (male), Managing Director