Case 3: BioSolution Ltd. was established in 2oo1 and it rst operated in facilities located on the university campus. Later on, the company moved to a business park hosting technology intensive companies. The business idea developed by the entrepreneurowner, who is an engineer, focuses on offering a new kind of hygiene solution for the foodprocessing industry. The company employs two people fulltime and the turnover was around looooo euros in sooy. The interviewed scientistmanager tells that during the rst few years of operation the entrepreneur himself acted as the sales and marketing person for the company. During the past 5 years= the situation has changed and the company has put special emphasis on strengthening the sales function. The role of the new owners has been crucial in terms of this development. When asked about what marketing means to the company, the scientist manager tells that 'since we are dealing with such a special solution there is a lot of business to business communication involved But at this moment we have not taken any general actions in a way that we would have started to build awareness based on this solution, so the next step would be the distribution channel and at the last phase the consumers would be interested in this matter as well'. During the past couple of years, the company has attracted new owners who operate in and have expertise on the customer and partner interface. The new owners have even helped in operative sales and marketing tasks because they have strong experience in marketing. Case 4: Special Compounds Ltd. is a microcompany, which was established by ether companies in 2004. The production facilities are located on the university campus in a business incubator. The company employs two fulltime experts: a production chemist and a production engineer. The turnover of the company was around goo ooo euros in zooy. The company operates in the field of biochemistry producing special compounds for the needs of research organisations and industrial manufacturers. The production of the compounds is highly automated. The orders are placed on the company website or via einail. The order information is electronically transmitted in the synthesis equipment which then produces the compound for cleaning and analysis. The produced compounds can be synthesised, cleaned and delivered in a form that meets the special needs of each customer. When asked about marketing, the scientistmanager tells that '... this is more about informing in a way that we present our products among other companies at universities so that people would know what they could order. Because of the small size of the company, most marketing activities have been outsourced. However, the resources of our owner companies are utilized among other things in mailing lists and such and also their visibility at business fairs is much utilized at their stands'. The company is also involved in smallscale sponsoring. In addition, they pay visits to university campuses along with other companies and inform other scientists about their products