Niina Fu Featured in Kauppalehti: PhD Research on How Finnish Companies Manage Their Network of Representatives, Based on 19 Interviews Across South America
“Technical trust is very high — the challenge is emotional distance,” says consultant and entrepreneur Niina Fu.
Fu conducts a PhD study at Hanken School of Economics on how Finnish companies manage their network of representatives in Latin America. Based on 19 in-depth interviews, her research examines cooperation practices in Brazil, Colombia, Peru, Chile, and Argentina. The goal is to understand how local distributors and subsidiaries perceive Finnish companies, identify how Finnish firms can better support their partners, and determine how cooperation between both sides can be strengthened.
https://www.hs.fi/talous/art-2000004861556.html
In the Kauppalehti interview, Fu highlighted that Finnish companies are highly valued in South America for their reliability, honesty, and straightforward approach. Finnish firms are known for their strong commitment to contracts, including verbal agreements, which sometimes contrasts with local business customs where greater oversight of partners is the norm.
Finnish Companies in Latin America: New Research Highlights the Keys to Stronger Partnerships
Helsinki, Finland – New academic research from Hanken School of Economics, led by PhD candidate Niina Fu, reveals that Latin American partners view Finnish companies as highly trustworthy, technologically advanced, and professional — yet often too distant and unclear in their long-term market commitment.
The study, “Network Management in Latin America”, examines four Finnish firms operating in the region: Tana, Wärtsilä, Kopar, Heinola Sawmill Machinery and Suunto. Interviews with distributors and subsidiaries across Colombia, Argentina, Brazil, Chile and Peru highlight consistent patterns.
Finnish strengths stand out. Latin American partners praise Finnish companies for honesty, reliability, engineering quality and macro-level leadership. “Being Finnish” is seen as a competitive advantage.
However, the research shows that stronger market growth requires more presence, clearer strategy, and closer communication. Local partners report a need for more face-to-face contact, shared decision-making, quicker feedback, and marketing materials adapted to local culture. Many also seek visible signs of long-term commitment, such as demo units in the region or joint investment in promotion.
“Technical trust is very high — the challenge is emotional distance,” Fu concludes. “Partners want to feel seen, heard, and valued. When Finnish companies increase interaction and co-create strategy with their Latin American counterparts, the relationship becomes significantly stronger.”
The results provide concrete recommendations for Finnish firms expanding in Latin America: build relationship capital, ensure two-way communication, and actively show commitment to the market.
More information: Niina Fu