ABSTRACT
At the beginning of 2006 everything was quite new and pretty confusing to Anna. She had recently started work as a marketing manager for the playground producer Lappset, which is based in Lapland (Finland). Here, she now faced the biggest challenge in her professional life so far. After being employed for several weeks at Lappset, she became more familiar with the company’s structure and the product she was supposed to market: an interactive, technology-based playground mainly targeted to older children. Day after day she worried over the problem of how to sell a product—playgrounds—that usually attracts younger rather than older children.
