Finland's image in Los Angeles, California
Pynnöniemi, Outi; Hämäläinen, Sara (2014)
Pynnöniemi, Outi
Hämäläinen, Sara
HAAGA-HELIA ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014052610052
https://urn.fi/URN:NBN:fi:amk-2014052610052
Tiivistelmä
This report studies the image of Finland in the western United States, particularly in Los Angeles. The goal is to find out what kind of image Finland has in the Los Angeles area and what might be the ways to enhance the knowledge and recognition of Finland in the area. In addition, we wanted to find out what, if any, products or companies were known to the respondents.
The research was conducted by using a questionnaire that included both qualitative and quantitative questions. This affirmed the receival of the most comprehensive responses for our research. The scale of the research was quite small, overall there were 40 respondents.
Based on our research people had some knowledge of Finland, but its products were quite unknown to the respondents. Some people knew sports figures such as Teemu Selänne, and some recognized Nokia as a Finnish company. Overall, the knowledge was focused on certain public figures and couple of bigger companies. There was no direct pattern to be seen outside the few most common responses. Finnish education and healthcare systems were recognized as affordable and high quality.
Marketing was seen as the biggest obstacle why Finland hasn't gained more recognition in the western United States. Most respondents believed that with the right kind of marketing for its products and services, Finland has the tools to succeed in international markets.
The research was conducted by using a questionnaire that included both qualitative and quantitative questions. This affirmed the receival of the most comprehensive responses for our research. The scale of the research was quite small, overall there were 40 respondents.
Based on our research people had some knowledge of Finland, but its products were quite unknown to the respondents. Some people knew sports figures such as Teemu Selänne, and some recognized Nokia as a Finnish company. Overall, the knowledge was focused on certain public figures and couple of bigger companies. There was no direct pattern to be seen outside the few most common responses. Finnish education and healthcare systems were recognized as affordable and high quality.
Marketing was seen as the biggest obstacle why Finland hasn't gained more recognition in the western United States. Most respondents believed that with the right kind of marketing for its products and services, Finland has the tools to succeed in international markets.