EXPOs are one of the places for the negotiation of the concepts “Danish contribution to the Expo ” an, “co-branding” as a “Public-Private Partnership” (nation branding, organizational branding, corporate branding).This paper looks at the social / discursive construction of the mentioned concept/s (macro) by analyzing the retrospective evaluation (micro) of the event itself and the co-operation by different stakeholders. This relation between the conceptual level and the everyday enactment and (indirect) negotiation might be seen as a dichotomy; but the different levels might only be different places for negation of meaning, enactment and institutionalization of the concepts. Presented at Workshop discussing Theory Building at the Intersections of Organizing, Communication and the Public Private Debate, Copenhagen Business School 6th September 2012

1. Co-branding at EXPO 2010 – seen
from a social constructivist
perspective
The retrospective social and discursive construction of a PPP
Karl-Heinz Pogner; CBS
Link to working paper:
DOI: 10.13140/RG.2.1.2592.9767
link to researchgate

2. • The challenge
– Data driven analysis of the construction of the PPP ”Danish Pavilion at Expo
2010” (induction)
• Organization?
• Network?
• Evaluation interviews and survey (“guerilla-research”, consultancy, engaged scholarship?)
– Communicating - Interacting - Organizing
• Putnam / Taylor
• Relations
– Co-creation, co-construction,
– Using micro to contribute develop macro
• Grounded theorizing?
– Retrospective evaluation
• Place for sense-making
• Negotiation
• Looking back is looking forward

3. • Framing the relation
– National partners / main sponsors
– Intercultural dialogue, international relations, global
challenges
– Financing, design, implementation
– Public-private partnership
• Danish state and a range of private partners
– Danish companies and organizations
• Solutions for global environmental challenges
• Technology & knowhow
• Environment and energy
• Innovative and sustainable

4. • Expectations
– Negotiation – sense making (sense-giving)
– enactment
– Result: Opportunities, co-creation of products /
services
– Process
– Decision making, implementing, communication
• Co-branding, Public-Private Partnership

5. • Relevance / Satisfaction
– Expo and branding
– Danish Pavilion
– Expo secretariat
– Communication
– Concept / platform: Welfairytales
– Events
– Facilities
– Alignment with corporate strategy
– Platform for corporate branding
• Marketing mix
• Relationship partner
• Corporate identity
• Part of broader cultural fabric

6. • Diversity of expectations, requests and rating
– Co-branding
• Visibility & exposure
• Not the most important branding platform
– Pavilion
» Icon and functionality
• Communication
• Constant flow
• Local knowledge
• Events: opportunity
• KPIs???
• Branding
– marketing for all stakeholders
– Relationship and identity for national partners
– Relational / cultural branding for local branches

7. • Mermaid story
– Display of companies’ capabilities / competencies
• Decision making and communicating
– Negotiating
– Re-negotiating
– Execution on local level
• Acceleration between ”partnership and
sponsorship

8. Construction on the long run?
Close co-operatipon

9. Construction on the long run?
Global marketing
Branding of cities, regions and
countries
http://www.expo2015.org/en

10. http://danishbusinessauthority.dk/wor
ld-exhibition
• World exhibitions - EXPO
World exhibitions (EXPOs) are mega events at which the
participating countries brand themselves and display their
latest inventions related to the theme of the exhibition.
Everyday items like the telephone (1876), video conference
(1964) and touchscreens (1982) were all presented for the
first time on an EXPO.
The next universal EXPO takes place in Milan, Italy in 2015.
The theme of Expo Milan 2015 is Feeding the Planet, Energy
for life, aiming at creating dialogue between international
players and exchanging views on these major worldwide
challenges.
Denmark does not participate in the 2015 EXPO.

11. Epilogue
• EXPO MILANO 2015
•
Corporate
• The involvement of the corporate world within Expo Milano 2015 is of paramount
importance for the success of the event. A Universal Exposition looking towards the
future and towards technological innovation would not be effective without the active
involvement of businesses, the driving force behind research and progress.
• Companies can also take part in Expo Milano 2015 as Corporate Participants: they will be
involved in the development of technology, innovative research, products and good
practices that are in line with the theme Feeding the Planet, Energy for Life. To become a
Corporate Participant, the Company must, as part of the Request for Proposal (RFP),
submit a Theme Statement and sign a Participation Agreement with Expo 2015 S.p.A to
build, equip, operate and dismantle the Pavilion, highlighting one or more aspects of the
Expo Milano 2015 theme. The Universal Exposition is in fact an exceptional international
communication platform and a unique stage for businesses to boost their brand image
with the millions of visitors.
• http://www.expo2015.org/en/corporate
• http://hasseferrold.blogspot.gr/2014/11/expo-milano-2015-corporate-b2b-women.html;
08.04.2015