• The blue sea for marketers is in Finland

The future of companies is dependent on how well they are able to innovate. The operating environment changes with dramatic speed and, as a consequence, the focus of modern marketing has shifted to searching for a "blue sea" - that is, searching for and creating new, competition-free market areas. A blue sea cannot be created without a profound understanding of one’s target group.

The modern consumer is more than just a passive receiver. Pioneering companies include consumers in product and service development. A successful marketer not only asks consumers what they might want, it builds a winning concept in co-operation with the target group, trusting in its own expertise in the field and a degree of intuition. It is also important to include innovators and early adopters - those members of the target group who represent the future – to participate in the development work.

It is wise to test the potential success of a concept before going global. In test markets, it is possible to estimate volume and polish the concept to make it more relevant and more attractive to local consumers. Finland is a fantastic test market area: Finns are highly networked people, and the co-operation between companies, public administration, consumers and civic organizations is active and there is considerable respect between all parties. This social structure makes it possible to develop innovations efficiently and apply them in practice.

The level of education in Finland is high and the relationship with technology is very close. Consumers have the ability to quickly adopt new ideas. Internet penetration stands at about 80%, making it clear that Finns are quick to absorb new technologies. In addition, with Internet penetration as high as this it helps with the collection of feedback. According to studies, the ability of Finns to think analytically is among the best in the world, and already well developed from the level of comprehensive school. Furthermore, the country is suitably sized to act as a test market. With a population of 5.3 million, Finland is easy to manage logistically.

Another point to bear in mind is Finland's location between the east and the west, which is interesting from the point of view of global marketing. Throughout its history Finland has absorbed influences from both directions and learned to exist as a link between different cultures. If your market is global, why not start the development of your concept in Finland?