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Where & when they are needed: Innovation Norway & Expo 2010

As a small nation, the strength of Norway internationally is not only developing the niche expertise in core areas of operation, it is to sustain the ability to actively market these strengths and the added-value that can be offered internationally. In this process, Innovation Norway is a key player, working with companies through different phases of their business development process, beginning with assessment of marketing opportunities and priorities, and moving onwards to entrance strategies, establishment and expansion. The ultimate goal is to help them to increase their product or service impact within Norway and on the global market.

To achieve this goal, Innovation Norway offers a number of services and has a network of advisers working all across Norway as part of the process that covers a large area of business development, including how the product or service will be produced, what costs are involved, the planned sales and market channels to be used and how the customer will perceive the process. Striving to create identity and quality, Innovation Norway knows it has done its job well when its Norwegian business clients achieve success in Norway and beyond.

Focus on China & EXPO 2010
In addition to offices throughout Norway, the organization is located in 31 countries worldwide, including China with offices in Beijing and Shanghai. Shanghai is the location of the World Expo 2010, to be held from May to October that year, and will be a focus of a major communication effort from the highest levels of Norwegian Government. According to Minister of Trade and Industry Sylvia Brustad, “The Norwegian Government has made the decision to participate at the Shanghai EXPO 2010 to strengthen bilateral cooperation, contribute to cultural co-operation and public diplomacy, and be a catalyst for Norwegian industry and commerce. Participation at EXPO 2010 is an important component of a long-term strategy for Norwegian initiatives in China.”

The Norwegian effort is a joint effort led by the Ministry together with Innovation Norway and the Acting Commissioner General of Norway Arild Blixrud, responsible for the multi-million dollar project that will see Norway communicate its strengths within shipping, oil and gas, environmental technology, space technology, R&D, and a wide range of other areas of expertise. According to Commissioner General Blixrud, “EXPO 2010 represents unique possibilities for Norwegian companies to network closely with Chinese authorities, companies and organizations, and is a major part of the ongoing focus on China. During the period of time leading up to EXPO 2010, Innovation Norway will hold a series of seminars, presentations and site delegation visits to Shanghai.”

More than 120 Norwegian companies are already established in China, and in addition Norwegian interest is enormous among additional corporations and organizations who are examining possibilities in the country. This puts Innovation Norway and the Ministry of Trade and Industry in focus for many both in Norway and abroad that see China and EXPO 2010 as an excellent opportunity to profile Norwegian expertise in the years to come.


The signing ceremony for the Norwegian pavilion at Expo 2010.
© Innovation Norway


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