1. Martti Hyttinen, Joanna Purosto, Kirsi Tolvanen
INTERNATIONALIZATION
OF FISKARS
Martti Hyttinen, Joanna Purosto, Kirsi Tolvanen

2. LIMITED LIABILITY COMPANY
ESTABLISHED IN 1649
AT THE BEGINNING IRONSTONE WAS IMPORTED FROM SWEDEN.
1649
LIMITED LIABILITY COMPANY
1883
THE STORY BEGINS
STOCK MARKET CRASH IN FINLAND
1929
Just to point out where everything begun.

3. EXPORTING (NIMO) – SWEDEN, BALTICS, RUSSIA
BEFORE 1960
STARTING STAGE
We are concentrating on internationalization phases after 1960 but there were exporting before that(starting stage)..

4. WHERE DID THE ORANGE COLOUR COME FROM?
COLOUR ORANGE

6. GROWING AND DEVELOPMENT STAGE
ORANGE SCISSORS
1967
SALES OFFICES IN STOCKHOLM, MALMÖ, COPENHAGEN, OSLO, WIEN, LANGEN
GROWING AND DEVELOPMENT STAGE
SCISSOR FACTORY IN USA - FDI
1977

7. SUBSIDIARY – Scissors Factory
1977
ACQUISITIONS
1988
40% INCREASE IN CONSUMER PRODUCT GROUP SALES
JOINT-VENTURE COMPANY AND SCISSORS FACTORY
1988
PRELIMINARY AGREEMENT OF JOINT-VENTURE SCISSORS FACTORY IN CHINA
MATURE STAGE
At the end of 1980’s Fiskars had manufacturing subsidiaries in all Scandinavian countries, UK, Germany, USA, India and New Zealand. There were marketing & sales offices in Scandinavia, most European countries, UK, USA and Malaysia. At this time, Fiskars had foreign subsidiaries in 19 countries [3].  Fiskars had eventually expanded it’s internationalization to cool and cold markets (India, China, New Zealand).
80-90 luvuilla fiskars laajeni monien kansainvälisten yrityskauppojen ja laajentumisten avulla kasvattaen myyntiään todella merkittävästi
Keskittyi parantamaan brändiä ja jakelukanavia
Huippuosaamisen kaupallistaminen
MANUFACTURING SUBSIDIARIES
END OF 1980’s
MARKETING AND SALES OFFICES
SUBSIDIARIES IN 19 COUNTRIES

8. GROWING CONTINUES IN MATURE STAGE
SUBSIDIARY IN JAPAN AND CHINA
2003
ACQUISITION OF LEBORGNE
2007
ACQUISITION OF IITTALA
2007
GROWING CONTINUES IN MATURE STAGE
SWITCH FROM HOLDING COMPANY TO ONE INTEGRATED COMPANY
2008
BIRTH OF A BRANDED CONSUMER-GOODS COMPANY
By 2009 Fiskars had divested several business areas and now concentrated in consumer goods group’s three main areas: Home-, Garden-, and Outdoor products units. The competition and international market situation was exceptionally tough in 2009, so Fiskars need to concentrate on it’s most profitable business areas [5].
By default, Fiskars had situated R&D functions mainly in Finland, but in order to meet the USA market needs there was another R&D unit in USA [8].
Fiskars has strengthened its position in the European garden and hand tool market by acquiring the French garden and construction tool manufacturer Leborgne. Its net sales in 2006 were approximately EUR 16 million and its staff numbered some 120. Leborgne was founded in 1829 and has been in the possession of the same family for nine generations. Its high quality and innovative tools were used in the building of the Suez Canal, among other places. Today, the brand is well known among gardeners and construction workers in France, Spain, Italy, and Belgium Fiskars high-quality black-and-orange garden tools, which are designed and manufactured in Billnäs, Finland, are popular both in the Nordic countries and the rest of Europe. In addition to Finland, Fiskars manufactures garden tools in Norway, Poland and Russia. Fiskars Brands, Inc.'s garden portfolio has produced strong growth in the past few years. The acquisition of Leborgne represents an important addition to the Fiskars product range and improves Fiskars' ability to compete in the garden tools markets in France. On the other hand, the presence of Fiskars in most European countries will offer improved opportunities for the Leborgne products.
(own R&D required in USA)
2011

9. GROWING CONTINUES IN MATURE STAGE
ACQUISITION OF ROYAL COPENHAGEN
2013
ASIA-PACIFIC SALES REGION
2014
GROWING CONTINUES IN MATURE STAGE
ACQUISITION OF WWRD
(FOUR DIFFERENT BRANDS)
2015
STRATEGY: FOCUSING, EFFECTIVITY AND GROWTH

10. SHIFT IN THE PRODUCT GROUPS
CUSTOMER DESIGN PRODUCTS, HYDRAULIC MACHINERY, PLOUGHS, ELECTRICAL DEVICES.
EARLY 1980’S
CONSUMER-, ELECTRONICS-, INVESTMENT GOODS- AND REAL ESTATE GROUP
SHIFT IN THE PRODUCT GROUPS
Focusing 
PRODUCT GROUPS:
FUNCTIONAL, LIVING, OUTDOOR
2016

11. PRODUCTS AVAILABLE IN 100 COUNTRIES
LISTED IN NASDAQ HELSINKI
TURNOVER IN 2015 WAS milj. €
9000 EMPLOYEES IN 30 COUNTRIES
GLOBAL COMPANY
FISKARS TODAY
In 2016 Fiskars has offices in every continent (e.g. Australia, Canada, China, Denmark, France, Germany, Hong Kong, Hungary, Indonesia, Italy, Japan, Netherlands, Norway, Poland, Russia, Slovenia, Spain, Sweden, Taiwan, Thailand, UK, USA) [10] .

12. LUOSTARINEN MODEL (POM)
STARTING STAGE – EXPORTING
( )
(Iron products) 
EXPORTING
SWEDEN, RUSSIA
GOODS
NIMOs
HOT
Various Products
EXPORTING
SCANDINAVIA, BALTIC STATES
GOODS
NIMOs
WARM
DEVELOPMENT AND GROWTH STAGE – SUBSIDIARIES IN EUROPE AND EXPORTING
1967 * Scissors!
EXPORTING
EUROPE
GOODS
NIMOs
WARM
LUOSTARINEN MODEL (POM)
Various Products
SUBSIDIARIES
SCANDINAVIA, BALTIC, RUSSIA
GOODS
DIMOs
HOT
MATURE STAGE
1977-
Various Products (Scissors)
MANUFACTURING SUBSIDIARIES (FDI)
USA, EUROPE, ASIA
GOODS
DIPOs
HOT-COLD
Various Products (Scissors)
JOINT-VENTURES
INDIA, CHINA
GOODS
NIPOs
COOL-COLD
Focusing: 3 Groups, PRODUCTS
AQCUISITIONS
USA, EUROPE
GOODS
DIPOs
HOT-COOL