Dr Teea Palo is a Senior Lecturer in Marketing at the University of Edinburgh. Her research uses the example of Santa Claus to examine how narratives work to create sustainable markets.
Where previously Lapland had no connection to Santa, it’s now one of the top destinations for Christmas tourism. So how exactly did it transform from a myth into a magical marketplace?
Watch the video in full: https://youtu.be/fD3Os2MkINM?si=8P46Q-4BXUKq4aB5