![]() Nokian Tyres’ altered business strategy highlights the transformed global economic playing field that governments and companies are confronting. That was not the case before Russia invaded Ukraine on Feb. Geopolitical risk “was the starting point,” said Jukka Moisio, the chief executive and president of Nokian. ![]() Yet the make-or-break feature that every host country had to have would not have even appeared on the radar a few years ago: membership in both the European Union and the North Atlantic Treaty Organization. Like an industrial-minded Goldilocks, the Finnish tire company had searched for the just-right combination of real estate, transport links, labor supply and pro-business environment. This 50-acre plot in Oradea, Romania, close to the border with Hungary, beat out scores of other sites in Europe to become the home of Nokian Tyres’ new 650 million-euro, or $706 million, factory. Yellow and orange excavators slowly danced around a maze of muddy pits, swinging giant fistfuls of dirt as a chorus line of trucks traipsed across the landscape. Juho Kuva for The New York TimesĮven with sheets of rain falling, the sprawling construction site was buzzing. Conducting a visual inspection of the product at Nokian Tyres’ factory in Nokia, Finland.
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