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In April 1995 Mr Goran Kjellberg, a ''K'' merchant in Espoo, Finland, received a letter from Kesko''s head office asking him to join a sub-chain for purchasing and marketing, which almost all ''K'' storekeepers had already joined. Most ''K'' stores used to be run by independent grocers who had filed an application with Kesko, a large Finnish central distributor, and been selected to be part of the ''K'' network. Kesko had sole distributor rights for many Finnish and imported products and accounted for 40 per cent of all of Finland''s grocery sales. This case is useful to stimulate debates among participants in entrepreneurial programs. It can train students to apply theories related to motivating entrepreneurs and to marketing channels.