Abstract
Amazon's entry into Finland had been expected for years by S Group, Finland's largest retailer. Now that the company's arrival in their home market was imminent, S Group needed to decide quickly on the best strategy for survival and the optimal path to future growth. The company's executive board had several options: staying focused on the Finnish market, expanding into global markets, or tapping their world-class data and logistics expertise to forge another path. As Finland's leading private employer, S Group's decision would affect the prosperity of nearly 40,000 employees, millions of Finnish shoppers, and the nation's economy for years to come. This case asks students to consider S Group's strategic options and choose the best path for future success.