How National Days serve Finland and its partner companies at World Expos
Malm, Mario; Sirjonen, Emilia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112231094
https://urn.fi/URN:NBN:fi:amk-2023112231094
Tiivistelmä
The objective of this thesis was to investigate how National Days for Finland at World Expos can be improved to benefit the participating partner companies the most. The objective was to com-pare previous National Day celebrations for Finland and different pavilions at World Expos to get a better understanding on what could be optimal in terms of value gained for the partner companies.
The theoretical framework was based on articles and literature that had been written about World Expos and their National Days from previous editions as well as interviews with industry experts. Personal experience from the Dubai World Expo was also used.
The methodological approach of the study was executed through seven qualitative interviews with experts who had worked in the previous World Expos and their National Days. These inter-views were conducted both remotely and face to face.
The results revealed that even though the companies couldn’t directly advertise themselves in the country’s pavilion, they can benefit from the visibility the pavilion itself gains during the Expo and forge important connections in global markets.
In conclusion, National Days hold a significant importance when it comes to forming the ideal country-image for Finland. When executed well, the National Day can create new opportunities for not only the partner companies, but also for the entirety of Finland itself.
The theoretical framework was based on articles and literature that had been written about World Expos and their National Days from previous editions as well as interviews with industry experts. Personal experience from the Dubai World Expo was also used.
The methodological approach of the study was executed through seven qualitative interviews with experts who had worked in the previous World Expos and their National Days. These inter-views were conducted both remotely and face to face.
The results revealed that even though the companies couldn’t directly advertise themselves in the country’s pavilion, they can benefit from the visibility the pavilion itself gains during the Expo and forge important connections in global markets.
In conclusion, National Days hold a significant importance when it comes to forming the ideal country-image for Finland. When executed well, the National Day can create new opportunities for not only the partner companies, but also for the entirety of Finland itself.