Restaurant Day turns the logic of retail successfully on its head
Restaurant day in Helsinki 2011. Photo: Tuomas Sarparanta
Researchers from the Aalto University School of Business and from Stockholm Business School examined the logic of retail when it does not focus on the distribution of goods and striving for profit. Restaurant Day, a Finnish phenomenon, provided an excellent opportunity to do this.
The study revealed that economic exchange is deeply rooted in the western way of thinking and, in addition to striving for profit, these models of thinking can also be used for many other purposes. On Restaurant Day, they become instruments of the community spirit and self-expression.
‘It is very interesting that it is the logic of retail that is used in self-expression and creation of the community spirit,’ says Antti Sihvonen, researcher at the Aalto University School of Business.
At the same time, the researchers noticed that the carnevalesque atmosphere on Restaurant Day plays a central role as regards perceiving and experiencing new possibilities. Momentarily, it helps people see urban spaces, the community spirit and exchange in new ways. Consequently, as an event, Restaurant Day is a kind of optimistic and positive protest, whose influence can nowadays clearly be seen in the streets of Helsinki.
‘In the Finnish daily life, Restaurant Day is a good example of communal creativity and collective willingness to create a change that challenges normal practices in a positive spirit,’ states Joel Hietanen, researcher at Stockholm Business School at Stockholm University.
The study was published recently in the esteemed marketing research publication Journal of Retailing and it is based on three years of intensive participatory research.
Antti Sihvonen, Sammy Toyoki, John Schouten and Pekka Mattila from Aalto University participated in the study. Joel Hietanen from Stockholm University was also involved in the project.
Further information
Antti Sihvonen, Researcher
Aalto University School of Business
tel. +358 40 353 8350
antti.sihvonen@aalto.fi
Joel Hietanen, Researcher
Stockholm Business School, Stockholm University
tel. +46 72-318 38 70
johi@sbs.su.se
Read more news
Building a future through digital growth
In an era of complexity, uncertainty, and austerity, a clear vision towards growth is more important than ever. Finland and Europe need economic growth, and digital solutions offer a genuine path forward across all industries. By combining business expertise with academic knowledge, the Center for Digital Business Growth (CDBG) provides concrete support for companies looking to grow.
New e book apps will replace Adobe Digital Editions from 20 May
There will be changes to how DRM (Digital Rights Management) protected e books are downloaded in Ebook Central, EBSCO eBooks and VLeBooks. Adobe Digital Editions will be replaced by new apps that better support accessibility.
Aalto University establishes Centre for Radical Creativity – aiming to support societal and corporate transformation
The centre responds to the interest and need for transformation among businesses and organizations and calls partners to join.