Sivu 35

"Be patient, especially when dealing with the local authorities; use local expertise to avoid unnecessary costs." Sokolów is the 16th most-recognised brand in Poland, according to a recent survey. This is a testament to the successful brand management by the joint partners. POLAND A LOGICAL NEXT STEP HK Ruokatalo is the poster child for success in Poland, and is part of a larger movement by Finnish companies to internationalise operations into Central Europe. Once penetration into the Baltic countries is complete, many Finnish companies will look toward Poland for new opportunities. Finpro, a consulting organisation that provides networking and business advisory services for Finnish companies seeking export markets or internationalisation, estimates that about 300 companies are active in the Polish markets. "The competition in Poland is fierce, and market forces have generally pushed prices very low in comparison with Finland," says Juha Rautalahti, head of Finpro's Warsaw office. "Be patient, especially when dealing with the local authorities; use local expertise to avoid unnecessary costs. What works in Finland or the Baltic countries doesn't necessarily work in Poland," he advises. Among the new EU countries that joined in 2004, Poland is Finland's second largest trading partner after Estonia. For now, according to a 2005 study conducted by ETLA, The Research Institute of the Finnish Economy, the integration story in Poland is largely based on trade (see Poland's Business Environment and Finnish Companies' Experiences from ETLA's website: www.etla.fi).

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