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STRONG balance sheets A SAVING GRACE "Healthy balance sheets and a low debt-to-equity ratio are key strengths during an economical downturn," says Maarit Toivanen-Koivisto, President and principal owner of Onvest Group. BY MATTI REMES PHOTOGRAPH BY JUHA SALMINEN "An ecological approach to the environmental culture could ideally be a strong Finnish brand," believes Maarit ToivanenKoivisto. T he businesses of the multisector company headed by Maarit Toivanen-Koivisto include technical wholesale services, building systems contracting, property services and renovation construction, and investment and property activities. Sales in 2007 for the family-owned company topped 1.9 billion, more than half of which came from international operations in Scandinavia, the Baltic countries, Russia and Poland. "Advanced research and product development are factors that will continue to help companies to offer products and services that stand out from the rest," says Toivanen-Koivisto. That said, product superiority is nothing without the right marketing to the right target groups. "Many Finnish companies have tapped into the opportunities afforded by the global economy. Even so, there should be even more companies pursuing international growth. A reluctance to grow and take risks is sort of a problem in the business world." Toivanen-Koivisto admits that the cautious attitudes of entrepreneurs can also be beneficial in certain situations. Before the financial crisis, there were plenty of low-cost loans available. However, there are very few companies with growth strategies based on irresponsible borrowing. Environmental culture a strength Toivanen-Koivisto is a member of a high-level delegation developing the national brand. The delegation is chaired by Jorma Ollila, Chairman of the Board of Nokia and Shell. Toivanen-Koivisto says that environmental culture is one of Finland's key strengths. "Our nature and geography are at the foundation of the environmental culture. Negative images of coldness and remoteness can be turned into positive values that are quite unique these days, values such as safety and serenity." Toivanen-Koivisto includes material culture as part of the environmental culture. She notes that design is a concept with a value that must not be overlooked. "Nature, architecture and material culture are the concrete foundation of our lifestyle. Along with high quality education, it is a driving force for creativity and innovativeness." Respect for nature and people are also Nordic values, she adds. "An ecological approach to the environmental culture could ideally be a strong Finnish brand," feels ToivanenKoivisto. 34 FOCUS
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