NEWS & INSIGHT
find out what strategic work based on generosity means. It’s about involving more people, broadening the pool of strategic thinkers. Moomin’s strategy work appears to be organic, but it is guided by an exceptionally clear sense of purpose,” noted Tienari. The Hanken professor asserted that the book is in no way intended as an advertorial for the brand. Instead, it seeks to find a balance between sympathy and criticism in the same way that the company founded by Jansson and her brother Lars seeks to balance art and business. “Generosity does not mean that there are no tensions or frictions,” he said, pointing to the observations of Savage, who led the initial ethnographic study. “[He] witnessed many heated debates among decision makers at Moomin. Different opinions, disputes and reconciliations enrich the business.” The common thread of generosity leapt out when the authors wrote the book together. “It underlies not only the Moomin brand but also its strategic partnerships, strategy work and how it collaborates with new technology and the virtual world,” reasoned Tienari. TBD “Openness to differences, caring for people and showing respect for them is crucial to maintaining a resilient organisation”
GENEROSITY GUIDES MOOMIN COMPANY’S COMMITMENT TO BRINGING JOY
management perspective, generosity is based on the conviction that openness to differences, caring for people and showing respect for them is crucial to maintaining a resilient organisation.” Moomin Management: Redefining Generosity is based on an ethnographic study of the growing Moomin ecosystem, tracing the evolution of Tove Jansson’s amiable troll creatures from their initial publication in 1945 to today’s global art-based brand. Co-authored with United Arab Emirates University assistant professor Paul Savage, the study of Moomin Characters Oy Ltd is said to offer valuable insights into running a business that is committed to bringing people comfort and joy. “We tried to
SCHOOL Hanken School of Economics COUNTRY Finland
new book about the Moomin brand highlights the virtues of infusing management
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with generosity. Co-author and Hanken School of Economics professor Janne Tienari explained that this approach is not about generous individuals, but how a company creates the conditions for a generous environment: “From a
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Business Impact • ISSUE 2 • 2024
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