OUT OF THE WOODS, INTO THE WORLD
Ask an American or a Frenchman how many Finnish brand names he
knows and you will probably have him stumped. Unlike neighbouring
Sweden, which boasts Volvo, Electrolux, Saab and AGA, Finland has no
well-known flagship. But this anonymity belies the success of many
Finnish companies, which, like the ice-breakers constructed in
Helsinki's shipyards, are steadily and stealthily cutting their way
into new markets, towing the country's financial system in their
wake.
"There is a general trend towards internationalization, an
international sales drive," said Jan-Henrik Kulp, finance director
of paper maker Kaukas-Kymmene. For a country of just 4.9 million
inhabitants, the only way for corporations to expand is overseas. Markku
Talonen, president of medical equipment manufacturer Instrumentarium,
explained: "We have very high domestic market share, maybe 50% in
some areas. It is easy to say 'be bigger' but how can you be
bigger than 50%?" Many...
