Week 5 - Riley Frederking

        Denmark, one of the oldest states in Europe, was able to elevate its aesthetics through its incredible talent of controlling the narrative and pivoting as needed. Denmark has limited natural resources; therefore, it was important for them to focus their market on creating products, rather than extracting raw materials. As Hansen illustrated, Denmark concentrated on carefully constructed narratives and marketing “by telling stories that corresponded with, and contributed to, consumers’ perceived identities and lifestyles” (Hansen 483). It was all about the presentation, “characterized by continuous restructurings and a process of structural change” (Hedemann 15). Currently, Denmark is making great strides to become a nation that is known for its clean energy. “In 2015, about 42% of the domestic electricity used in Denmark was wind generated (Guevara-Stone). According to WindEurope, this past February Denmark was able to generate enough energy through wind to fuel “the entire country’s electricity needs (Hill). Even now, Denmark is paying attention to current trends and altering their narrative towards products that are sustainable and market friendly. Ultimately, Denmark’s “ability to adapt to new situations and in this process, convert the basis of previous success into drivers of future growth” has set them apart and been the secret to their long-held success as a nation (Hedemann 32).

     Denmark’s ability to pivot and create a strong image for its products are lessons that our project team can benefit from. It is important that we construct a clear and powerful story for our product that represents the consumers’ needs and desires. As well as be able to recognize when things are not working and be able to switch things up quickly and effectively.  

Question: What was the reason behind Denmark choosing furniture? 

Guevara-​Stone, Laura. “Denmark, The Little Country With Big Renewable Energy Goals.” CleanTechnica, 9 Mar. 2016. Web. 22 Oct. 2017.

Hansen, Per H. "Networks, Narratives, and New Markets: The Rise and Decline of Danish Modern Furniture Design, 1930-1970." The Business History Review. Vol 80, No 3 (Autumn, 2006) pp. 449-483. 

Hedemann, Lars and Mogens Rostgaard Nissen. "The Internationalization of Danish Furniture: A Value Chain Perspective." pp. 15-36.

Hill, Joshua. “Denmark Generated Enough Wind Energy To Power All Its Electricity Needs On Wednesday.” CleanTechnica, 24 Feb. 2017. Web. 22 Oct. 2017.

Kalligerou, Marilena. “A Century of Danish Chairs.” Pinterest, 13 Aug. 2015. Image. 22 Oct. 2017.