Moomin Management

This seminar is based around Janne Tienari and Paul Savage’s book Moomin Management: Redefining Generosity. This research seminar presents the book and its idea of managing with generosity, and reflects on the ethnographic study that it is grounded in.

Moomins, beloved troll creatures of Moominvalley, have captivated hearts worldwide since the 1940s. This book unveils the Moomin business management journey, from Tove Jansson’s creations to a global art- based brand and a growing ecosystem of companies. Emphasizing generosity as a key management principle, it champions caring for people as vital for a thriving organization. Generosity, rooted in love, courage and belief in equality, shapes the Moomin ethos, underpinning not just the brand, but also strategic partnerships, engagement with technologies and the virtual world.

Offering rare insights from the Moomin inner circle, this management guide advocates sustainable practices. It unveils the keys to a business devoted to comforting people and fostering good, inspiring a blueprint for lasting success.