Centre de recherche interuniversitaire sur la formation et la profession enseignante (CRIFPE)

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Orenius, A. (2018). Market Analysis of the Export of Finnish Education into Brazilian Market. Mémoire de maîtrise inédit, Tampere University of Applied Sciences, Tampere, Finland.


The export of Finnish education has been growing steadily in recent years, and the Finnish government has set high expectations of it. Brazilian education market is still new to the actors in the export of Finnish education, and the export figures have been quite small. As a country, Brazil has great potential in the education export market, together with other Latin American countries, it is one of the five target market areas in the governmental education export programme called Education Finland. However, the Brazilian education system differs significantly from the Finnish education system, and there are big cultural differences. Before a Finnish education export company can enter the Brazilian market, it is necessary to find out what kind of opportunities and challenges companies could face in Brazil. The objective of the thesis was to study the possibilities that a Finnish education export company has to succeed in Brazil, and to find out what kind of activities are needed if an education export company wants to do business in the Brazilian education field. The purpose of the thesis was to give a market analysis of the Brazilian education market, which enables the education export companies to make decisions, when considering Brazil as an option to expand their business in the future. Method selected for this study was semi-structured theme interviews, which were conducted in Brazil in March and April 2018. The purpose of the theme interviews was to ask questions related to the same theme areas, and thus find similarities in the interviewees’ answers. The thesis was completed by first building a theoretical framework of the market analysis. Then, background information was gathered on Finnish education export actors and the current state of the Finnish education export, as well as on the Finnish and Brazilian education systems. Subsequently, based on the results of the theme interviews and the background information, a market analysis of the threats and opportunities of the Brazilian education market, from the education export company’s point of view, was made. Based on the results of the study, the Finnish education export could have great opportunities to succeed in the Brazilian education market. The brand of Finnish education was considered highly valued in Brazil, which makes starting and marketing Finnish education export easier for companies. The different culture and habits create the biggest challenges for education export companies but with the right partners and networks, challenges can be solved.


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Université de Montréal
Faculté des Sciences de l'Éducation
90, avenue Vincent d'Indy
Pavillon Marie-Victorin – C-536
Outremont (Québec) H2V 2S9

Adresse postale

Université de Montréal
Faculté des Sciences de l'Éducation
CRIFPE – C-543
C.P. 6128, succursale Centre-ville
Montréal (Québec) H3C 3J7