MSc International Business and Management 2011/2012

Module: Global technology and operations management - Assignment 1

Introducing Global Technologies The role of World Exhibitions

Student: Milica Andjelkovic 4003/2011

Mentor: Prof. dr Maja Levi Jaksic

I Introduction • • Technological development and globalization Strategic technology management

II Historical Role of World Exhibitions in the introduction of new technologies • • World Exhibitions as the first steps of Globalization in the 19th century Shaping the Modern Image of World Exhibitions in the 20th century

III Case study Aichi 2005- Shanghai 2010 • • • Search for sustainable development Technologies development in the 21st Century Expo 2005 Aichi Japan – “Nature’s wealth” Expo 2010 Shanghai China – “Better city better life”

IV Conclusion • An overview of the technological rather than commercial meaning of World Exhibitions and future trends

V Literature

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Technological development and Globalization Technological innovation is, without doubt, the major force for change in modern Society - a force of knowledge (Betz, 2011). Technology and organization development have always been focusing on finding relevant connections between social, historical and technological achievements within one specific period of time, therefore specific technological findings have marked and even named entire periods in human evolution: from the stone age, through iron age and all the way till industrial revolution period which also has several subcategories in relation to actual technological progress, or other major subcategories such as Mass production era, Mass marketing age, Postindustrial age after the Second World War which brought fast pace changes in the conception of technology management and competitiveness. Man lies in the centre of all technology development, thus creating a specific network that functions between himself, nature, society, and technology being a major pulling force in the process. Historically speaking this has resulted in total transformation of societies in the world from feudal and tribal to industrial, and it has been a dramatic and ruthless process which is often called technological imperative. Globalization has been a natural step in technology development, often pulled by international interactions in wars and imperialistic missions. A typical example would be the invention of gunpowder in China which was invented for firecrackers, a very popular gadget in celebrations among the Chinese people, the technology was later on transferred to western countries with a completely opposite destructive purpose. Another, positive, example would be the invention of printing press also conceived in China but improved and commercialized in Europe, thus also fostering the secularization of knowledge. In the Social sense the significance of technology is perceived thorough a complex network of economic, political and legal institutions, which represents a closed chain of social progress with all forces having an equal meaning in such development and working together on creating social progress. Technological development is highly dependent on the characteristics of the related social-economic circumstances, technology being an important condition for economic development and prosperity in terms of GDP growth, productivity, research and development and general life standard improvement. In this context, most of the major technological developments occurred within purely national contexts, at first each nation industrialized on a national basis and in competition with other nations, only to grow into the globalization of technological innovations in the second half of the twentieth century after the growing tendencies for technology transfer between 3

nations. The national innovation process consists of procedures for macro and micro level organizations to interact in creating new technologies, as well as international scientific cooperation tendencies in terms of joint commercial programs in order to efficiently translate the technical knowledge into products and services. (Betz, 2011) World market and industrial production had become global affairs. Technological progress had been able to economically develop some but not all developing nations, and a growing need for Global Technology management has been perceived as a basis for new scientific research and applicable methods for recognizing market conditions, demands and other relevant business environment factors. Strategic Technology Management In terms of managing the creative process in a Cross Functional Global Environment firms face with highly competitive markets, with increasingly more informed customers, therefore there is a rising need for broader perspective concerning innovation efforts, introduction of new technologies, and overall improvement of efficiency and effectiveness of business operations. A team composed of marketing researchers, scientists, application engineers and top management needs to be formed in order to achieve good results. Regardless of the source of new technology, internal or external, new product development requires and complex collective effort and requires input from all functional areas of the firm. (Betz, 2011) Firms should forecast market changes and need for new products and technology introduction before it is too late, and introducing new technologies is time consuming. The external environment is changing quickly and sometimes can be influenced by major unexpected changes with global effects, this usually when governments get more involved in new technology R&D. Therefore, before initiating new technology transfer or development a detail screening of the potential ideas needs to be conducted, through various methods such as Delphi, SWOT and TOWS analysis, Porter five forces for identifying opportunities, strategic direction, technical and commercial merits, obstacles and threats. When facing a decision of technological innovation companies first need to decide whether to turn to upgrading or enhancing the use of existing technology, transfer external technology, or develop a new one in house. Technological strategy usually chooses between vertical and horizontal technology transfer. Vertical transfer is based on internal resources, which does provide a high degree of independence, but also a high level of risk. Horizontal transfer on the other hand represents transferring technology form another company, region or country and implementation within the existing environment in any of the development phases: idea, prototype, innovation 4

or already commercialized system. In this sense al major aspect of regional, international and transcontinental cooperation are involved through acquisition of new equipment, joint ventures, strategic alliances, partnerships and mergers. (Levi Jaksic, 2010) In terms of cooperation equal involvement of all parties in the project is essential for a successful implementation, companies can reach an agreement regarding concentration of resources required for R&D, take equal responsibility for the risks involved, as well as provide resource diversity in terms of competencies which are often required for project development and technology application. Combining external and internal sources has proven to be the most successful model for introduction of new technologies, being an important motivational factor for forming alliances, and competitive advantages required for a successful market appearance and financial stability. Among many means of global interaction such as digital communication, satellites, internet, international finance, multinational corporation, the institution of World exhibitions have been introduced at the very dawn of Industrial revolution in Europe as a means for global interaction and presentation of national wealth and innovations, and has followed through all major historical development periods the advancement of technologies, and tendencies for global development and interaction. One of the most important phases in New Technology introduction is in fact the commercialization of the new products, which often requires restructuring within the company, making strategic decisions and choices of products which could have an overall impact on the company operations. In a highly competitive environment companies tend to opt for outsource production, which has nowadays led to increasing number of investments in developing countries. Other aspects involve marketing activities which have a significant impact on a firm’s market positioning. Before all of this product development specialists need to complete and test prototypes before they are put into use, because some products need to be readjusted for a specific market or target group. Consumer behavior needs to be systematically studied, since consumers tend to go through several stages before trying a new products, sometimes additional education of the consumers is also required, and also their needs and suggestion should be taken into consideration while developing a product.(Tesar, 2008) Among several ways of recognizing consumer needs and presentation of new technologies and products, commercial and World Exhibitions are recognized as a very good method for planning, introducing, developing and commercializing novelties.

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World Exhibitions as the first steps of Globalization in the 19th century

Among many means of global interaction such as digital communication, satellites, internet, international finance, multinational corporation, the institution of World exhibitions have been introduced at the very dawn of Industrial revolution in Europe as a means for global interaction and presentation of national wealth and innovations, and has followed through all major historical development periods the advancement of technologies, and tendencies for global development and interaction. World's Fairs originated from a French tradition of national exhibitions that culminated with the French Industrial Exposition of 1844 held in Paris. It was soon followed by other national exhibitions in continental Europe, and finally came to London where the first real international exhibition was held on May 1, 1851. Since their inception in 1851, the character of world expositions has evolved. Three eras can be distinguished: the era of industrialization, the era of cultural exchange, and the era of nation branding The era of Industrialization roughly covered the period until the Second World War where expositions were mainly focused on trade and display of technological inventions and advancements. The era between 1800 and 1950 was marked by National Industrializations in Europe, North America and Japan, with emerging disciplines such as civil, mechanical, electrical and chemical engineering. In this spirit the first Great exhibition of the Works of Industry of all Nations was organized by the British Royal society in London 1851, which can be regarded as a projection screen for attitudes towards Victorian Britain as well as a reflection of general historical trends at the time, and at the same a first truly global event of the sort which aimed to celebrate the material progress mankind has made and coordinate these processes in order that the world could work together on the expansion of an increasingly shared marketplace (Auerbach, 2008.) Economic progress, democracy and social civilization were presented as the hallmarks of the Great Exhibition. After decades of struggling with political and social disorders it was finally time to show that technology is the key to a better future. For the first time technology use in industrial development was showcased internationally and for a wide audiences including presentation of moving machinery, tools such as electric telegraphs, microscopes, air pumps and barometers as well as musical and surgical instruments, a precursor to today’s fax machine, firearms, the first form of voting machine etc. For countries such as Russia, this was a chance to break the prejudice among the western nations and exploit economic development opportunities in terms of exporting raw products and importing western 6

technologies to benefit mutual development and progress. Germany presented its iron and zinc production potentials, the application of technology to industry in form of chemical dyes and a notable showcase of Siemens telegraph. Nations from the Eastern world were represented among the many contributors to the Great Exhibition of 1851. Apart from the displays from India, however, which commanded a very high profile in contemporary sense, other Oriental countries in evidence at the Exhibition, most notably China and the Ottoman Empire, are less well documented. A total of 6 million people, visited the exhibition at the time, and it achieved revenue that was used for building museums, set up educational trust and provide grants for industrial research. The World Expo concept was shaped up at the following World Expo in Paris 1867, with development of classification of industrial and cultural products that involved all forms of human activities and accompanied by revolutionary architecture, nations were able to build their own pavilions outside the great exhibition hall, international cafes and restaurants were erected for leisure time. This exhibition was a success on the diplomatic front as well since it was visited by almost all aristocracy of Europe, it has over 52 thousand exhibitors from 41 country and was visited by 11 million people. (Findling, 1990.) In the meantime numerous smaller industrial exhibitions, for example in Dublin, Manchester and Florence, demonstrated new technological developments in specific areas of industry. For instance heavy industry, in particular steel production, had made enormous advances. The more economic and efficient use of steam engines for railways and ships led to major savings in energy. In the chemicals sector, the discovery of aniline had led to the revolutionizing of the dyestuffs and drugs industry. In communications, telegraphy had begun its triumphant march, and photography, which in 1851 had still been very much in its infancy, had in the meantime gained universal respect as a graphic medium. Thus it was time once again to exhibit to a large audience the technological progress that had been achieved in all spheres. The first US exhibition was held in Philadelphia in 1876, for the first time the exhibits were showcased in several subject based buildings, with a special hall for technical innovations, including the giant Corliss Steam Engine which was used to power all the other machines in the Engine Hall, later on called the Centennial Engine which became a cultural icon, and was much more economical than conventional steam engines and offered the best thermal efficiency at that the time. (Floyd, 1976) World Exhibition again returned to Paris in 1889 only to showcase some of the greatest engineering constructions of our times featuring Eiffel Tower, later to be Paris biggest landmark, and the “Gallerie des Machines” which was a seemingly floating 7

construction of iron girder bridged by a prodigious span with a symphony of steam engines and electro-dynamos and making it the most prestigious Expo in the 19th Century, visited by more than 32 million people. (Sagan, 1989) In the end of the 19th Century, the US once again hosted the World Exhibition in the spirit of technological innovations and being the leader in the field at the time. The Opening ceremony was powered by electricity and inaugurated by President Cleveland in commemoration to 400 years anniversary of the Discovery of America “remarkable results of American entrepreneurship and American energy and in view of the outstanding examples of American skills and intelligence we do not need to fear that our congratulations will be exaggerated. In the presence of the oldest nations on Earth we point to our achievements that are shown here and do not need to ask for forbearance on account of our youth. The enthusiasm for our own work forms the welcome that we extend to those who have come to us from far away to demonstrate, together with us, growth and efforts in the area of civilization.”1 And indeed some exhibits are still worth mentioning: Thomas Edison Presented his latest phonograph, cinematoscope that defined the visual culture of the upcoming century. The Bell Company first opened long distance phone calls, the entire fair was illuminated by electric lamps for the first time. Shaping the Modern Image of World Exhibitions in the 20th century By the year 1900 and the new Paris Exhibition, all contents were commercialized to the extent that even technical innovation was employed to create a fun leisure atmosphere with no reference to actual development; it was time to find a new concept in order to maintain the tradition of World Expos. The new concept was elaborated on the second Chicago World Exhibition 1933 with a goal: Visitors with a thirst for knowledge were intended to see the past hundred years of science coupled with future benefits for mankind in the shape of elaborate installations and functional factories that were true to the original. This was the birth of the theme exhibition that was later to become an indispensable part of all future World's Fairs. Another major innovation was a presence of large scale companies from the automotive industry, Ford Motor Company showcased a small factory, Ford himself showed the difference between traditional assembly line and technological progress of the modern car assembly line. General motors installed a complete Chevrolet assembly line, while Chrysler assembled a small race track where stunt drivers showcased car special features. (Findling, 1994) At the dawn of World War II in 1937 the last Paris Exhibition was held with the theme Art and Technology as applied in modern life, however it was strongly marked by the German and Russian Pavillion which completely contradicted the objectives of organizers to symbolize peaceful cooperation between nations, and emphasized the upcoming events in the political rather than technological scene. While tensions
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http://expo2000.de

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were growing in Europe, the US in Expo 1939 once again used the opportunity to emphasize it’s technological progress and send the message that The World of Tomorrow can only be built by powerful companies, therefore automobile and electric good companies were granted a lot of space for present their own visions, one of the true novelties that represented was the TV set, Capitalism rather Nationalism was the new way of the future. Other firsts at the Fair included color photography, nylon, air conditioning, the View-Master, and Smell-O-Vision. At night, with the latest in lighting technology switched on, the effect was felt by many visitors to be a "magical" experience. (Outdoor public lighting was at the time of a very limited and pedestrian nature, perhaps consisting of simple incandescent pole lamps in a city and nothing in the country. Electrification was still very new and had not reached everywhere in the US. The Fair was the first public demonstration of several lighting technologies that would become common in future decades.) (Appelbaum, 1977) These technologies included the introduction of the first fluorescent light and fixture. General Electric Corporation held the patent to the fluorescent light bulb at the time and approximately a year later, the original three major corporations, Lightolier, Artcraft Fluorescent Lighting Corporation, and Globe Lighting began wide-scale manufacturing in the United States of the fluorescent light fixture, making fluorescent lighting possible and commonplace in most industrial, office, retail, and residential settings around the nation and the world in years to come. The General Motors who became traditionally present and World Exhibitions featured a virtual ride for the visitors that took them to the pavilion exited into an area that was constructed as a life-size city intersection with multi-story buildings and stores on all sides. Many experimental product concepts and new materials were shown that were not currently available for purchase, but would become available in various ways over the next few years. Railroads were a major form of transportation for both passengers and freight in 1939, as airlines are for passengers today in the United States. Many visitors to the fair would have arrived in New York by railroad, and most visitors had at least a moderate interest in the area. The centerpiece of the Railroad Conference exhibits (on seventeen acres) was "Railroads on Parade," a spectacular live drama re-enacting the birth and growth of railroads. The Pennsylvania Railroad (PRR) had their S1 engine on display. This engine was mounted on rollers under the driver wheels, and ran continuously at 60 mph (97 km/h) all day long. The British London Midland & Scottish Railway sent their Coronation Scot express train with a locomotive, GM Electro-Motive Division had a Display of their then new streamlined Diesel-Electric passenger locomotives. At the IBM pavilion, electric typewriters, and a fantastic machine called the electric calculator that used punched cards, were on display. IBM also had a fine art gallery with hundreds of artworks from 70 countries around the world. Among the many unique exhibits was the Borden's exhibit, that featured 150 pedigreed cows 9

(including the original Elsie) on a "Rotolactor" that allowed bathing them, drying them, and milking them in a highly mechanized way. While no such complete system has ever become common in milk production, many of its features are in everyday use in today's rotary milking parlors. "Technology in the service of mankind, human progress through technological progress" In Brussels in 1958, euphoria about new technical possibilities outweighed attempts to reflect critically about technical progress. The Arms Race between East and West had heightened the controversy about the use of atomic energy – yet the Atomium, symbol of the atomic age and the landmark of the exhibition, laid emphasis only on the peaceful use of atomic power. The beginning of the age of electronics was celebrated with stunning multi-media spectacles; models of the “Sputnik” demonstrated the achievements of space travel. The pavilions, futuristic sculptures in space, pointed to the infinite possibilities of new building technologies and daring, suspended constructions symbolized speed and the conquest of gravity. “Man in the space age” The year 1962 was marked by space travel, and once again Expo held in Seattle USA. It could be regarded as a huge display of contributions to national organizations, companies, and the department of Defence, all rockets developed in the States and many satellites were displayed in the Space Park. The visitors were shot into orbit in simulated take-offs, multimedia shows about rocket flights and artificial moonscapes. With the same drive the big power plant manufacturers and operators demonstrated the benefits of the nuclear power era. General Electric presented the history of electricity in a Disney designed show that culminated in an artificial nuclear fusion. In an extremely strong magnetic field a temperature of 100 million degrees Celsius was created for the fraction of a second by a fusion of Deuterium nuclei. Disney’s animated puppets were tested for the first time on a big scale. Once again General Motors’ Futurama pavilion was regarded as the most successful one, with a display of superhighways and prediction about the 21st century. For the first time the Opening ceremony was transmitted in color to the whole world. (Morgan, 1964)

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“Progress and Harmony for Mankind” The aim of the first Asiatic World Exhibition was to pay tribute to but at the same time cast a critical eye on technological progress, and not merely to celebrate it unreservedly. The 77 participating nations were asked to contribute discussion topics on the subject of a peaceful future for mankind. Towards the end of the sixties, the negative consequences of industrial advancement also impacted on every day life in the "New Japan". Experience of the destruction of the environment, the degradation of traditional Japanese culture into a mere article of leisure time luxury, a growing population existing in barren, inhuman conurbations, with only the march of mechanization in everyday life as a substitute for that lost: all of these presented the planners of the exposition with a major challenge - how to fuse "Asian" harmony with progressive Western attitudes.

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Case Study Expo 2005 Aichi Japan and Expo 2010 Shanghai China Search for sustainable development Technologies development in the 21st Century By the end of the nineties the themes were more focused on mankind, ecology and sustainable development. At the dawn of new century the themes combine development of new technologies for sustainable progress and development, such as 2000 Hannover Expo Germany, with corporate pavilions where exhibit focused on BMW's efforts to create clean-energy operated vehicles. The BMW 750hL Clean Energy car was on display. There were also exhibits on the possibilities of solar- and water-fueled cars. Daimler Chrysler also operated Lab.01, an interactive laboratory showcasing mobility devices including mini-robots. Expo 2005 Aichi Japan - “Natures Wisdom” Facts & Figures Period Total attendance Total number of exhibitors Total Costs and Profit March 25th - September 25th 2005 22,049,544, expected 15,000,000 351, of which 30% international exhibitors 128,604.000 USD

One of the most famous high-tech display exhibitions was certainly the Expo 2005, held in Japan. Under the motive “Nature’s Wisdom” the theme was formed to gather all nations together and create a new direction for humanity in harmony with the nature. Due to rapid Technological development the 20th century, which resulted in higher living standards, there was a growing need for resolving global issues such as desertification, global warming and shortage of national resources. The organizers’ intention was to rediscover nature’s wisdom to alter relationships between humanity and technology in order to correct mistakes made in the past. The exhibition was considered as a big laboratory where nations tried to devise answers to shared concerns with the notion that technology should be liberated form the pursuit of efficiency and economic rationality at all costs, and form rigid technology management constraints that would awaken the embedded wisdom of technology and prove it creative in correlation to nature, rather than eco-destructive. The theme was processed through three sub themes: • Natures Matrix, which presented real-time images from a space station and astronomical observatories, displays of different perceptions of nature in terms of various cultures, display mysteries of nature using virtual-reality technologies etc. • The Art of Life, presenting cultures that live in harmony with the nature, present issues of technology and ethics with positive and negative examples worldwide, latest medical technologies based on genome analysis, and present messages for next generations. 12

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Development for Eco-Communities, presenting the idea of building a globalscale social system based on recycling and energy conservation with presented technological methods for “recycle, reuse and reduce”, the presenting pavilion was made entirely out of recycled PER bottles, and used waste materials as fuel.

In the spirit of nature conservation all participants were encouraged to build pavilions from recyclable materials. All transportation system for vas number of visitors on a 1,7 square km site were using ecological fuel, such as Fuel Cell hybrid bus, The Intelligent Multi Mode Transport system IMTS which is a large low emission bus vehicle that is fueled with compressed natural gas and operates automatically, and a battery powered Global Tram

The Japan Pavilion showcased major warning signals for humanity on a number of issues starting from environmental problems and how they can be overcome through use of cutting-edge science and technology. The electricity used by the pavilion was using renewable energy resources, eco-friendly cooling system on the roof made using photo catalytic tiles and sprinkled water Corporate pavilions: Japan Chubu region pavilion was dedicated specifically to presenting this region’s development in use of alternative fuels, emphasizing the fact that subterranean resources will eventually be depleted, while there are numerous other resources such as plant power, animal power and insect power combined with human power for sustainable development. Japan Railway Company exhibit featured a linear motor car that reached a speed of 581 kph at the Yamanashi Linear Test line, a world speed record for a manned rail car. Later on this technology was used for MagneRail in light passenger rail, commuter rail and specific section of track to reduce missions of noise in populated places, and combined reuse of historic street cars in a new environment friendly way. The Magnetic levitation suspended system of transportation was also presented as a means of transport, later to be installed in 13

Shanghai as an airport metro line, further research has been done on the topic, and additional testing lines have been installed in the US, Germany and China. Mitsubishi pavilion visitors were welcomed by humanoid robot Wakamru, which was primarily designed to provide companionship to elderly and disabled, running on a Linux operation system with limited speech and speech recognition abilities, it can connect to the internet, remind users to take medicine on time and call for help in case something is wrong. The Toyota Group pavilion also featured the Toyota partner Robots that impressed visitors by playing instruments, wind power was used as a source of energy for the pavilion which was later provided for other users in the region, this reducing carbon-dioxide emissions to zero.

Honda showcased Asimo, also a humanoid robot, representing advanced step in innovative mobility, also designed to assist people with disabilities. Honda’s work with ASIMO led to later research on waling assist devices that resulted in innovations such as Stride Management Assist and the Bodyweight Support Assits.

Furthermore a series of “working robots” were not only presented but engaged in the service of the Expo site and the visitors such as floor cleaning robots that automatically drive while avoiding obstacles, robots that collect full garbage bins and replace them with empty ones, surveillance robots with fire detecting functions, guide robots, child care robots that interactively play with the children and call parents on distant locations as well as next generation wheelchair robots that transport passenger with automatic control while avoiding obstacles.

The Gas pavilion was designed to enable visitors to understand the versatility and possibilities of natural gas, a form of clean energy that is friendly toward humans and nature, featuring shows will special effects such as ice that burns, household fuel cell that generates electricity from oxygen and hydrogen at home later on commercialized by Panasonic.2

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Expo 2005 official website

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Expo 2010 Shanghai China – “Better City Better Life”

Facts & Figures Period Total attendance Total number of exhibitors Total Costs and Profit May 1st – October 31st 2010 73.000.000 250 countries and international organizations 2 835 762 179 USD 157 000 000 USD

Shanghai World Expo, in terms of tradition of international exhibitions was the one of the biggest and most successful ones. Presenting the them Better City Better life, the Organizers brought the World to China, demonstrating variety of cultures, unusual contemporary architecture solutions, international organizations and case pavilions, all sharing their experiences and giving contribution to sustainable development in urban environment. This was a grand display of the urban life mosaic through exhibitions, urban best practices and in depth exchanges in the 22900 of forums and cultural events including National day celebrations, concerts, meetings and ceremonies. As a result of this large scale organization, the Shanghai declaration once again summoned the World to pay special attention to urban development since half of worlds population is living in cities. In search of better living standards booming urban environments have faced problems of traffic congestion, environmental pollution, resource shortages, cultural conflicts and urban poverty. In these terms, cities should treat nature as an asset, and accelerate the transition to more eco friendly systems. Cities should pursue scientific and technological research in order to contribute to better living conditions and prevent natural disasters. Special attention should be paid to development of information and communication infrastructure as to strengthen cross sector communication, education and enhance information access for residents through up to date public services.3 The Expo site was 5,28 sq km big, and covered both costs of Huang Pu River, and was divided into 5 zones according to theme and pavilion differentiation. National Pavilions: China Pavilion, also called “Crown of the East” has become by now the new Shanghai landmark. The Pavilion tells the story of China urban development in the past 30 years, with focus on low-carbon lifestyle as an imperative for shaping the future of Chinese city development.

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World Expo Official catalogue 2010

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Japan Pavilion interesting design of a Silkworm form, covered with a super-light membrane with solar cells that adopts special environmental technology enabling it to be a breathing organism. Japanese companies represented cutting edge technologies including a machine that turns sewage water into drinking water, floorboards that can generate electricity when walked on. One of the most memorable features was the latest Toyota Robot that plays the Violin, this is actually an enhanced version of the Partner robot from Expo 2005, in accordance with the tendencies to develop human like robots for use in healthcare services. Japan also had a separate Japan Industry pavilion, showcasing solutions for urban development, such as the post offices of the future and new communication methods. General Motors Pavilion used innovative technology to present the urban traffic system in the year 2030 with a 4 dimensional movie representing a city with no traffic jam or pollution. Oil Pavilion resembled a huge energy-processing network symbolizing that underground oil is the main impetus for the city, with emphasis on new environment friendly derivates which are used in the construction itself emphasizing the widespread use of petroleum and petrochemical products. CISCO pavilion represents technology as the ultimate connector that is transforming lives, cities and the world with a concept of Smart + Connected life, displaying standards for new office environment, transport and logistics innovations, ZED pavilion that demonstrates how homes an offices with function with zero external energy by generating their own, such as a wind cowl that catches the wind and draws fresh air into the closed space. Information and Communication Pavilion made by China telecom featured a unique audio-visual experience to present the visitors with the importance of technology development of the world today. Huawei SAE (System Architecture Evolution) solution was successfully completed and tested on the TD-LTE trial network for 2010 Shanghai World Expo, and vast number of visitors to the site was very useful for large scale testing of the technology in use. The Expo Theme was for the first time, and very successfully represented through Urban Best Practices Pavilions, most of them focusing on heat reduction, energy saving technologies and ecological construction materials. Shanghai Case pavilion showcase a prototype of a first zero-energy building in China, which uses huge solar and thermal equipment to provide energy for the whole building, at the same time using rainwater and sewage, natural ventilation, shallow 16

geothermal energy, shading systems and flowing liquids in the blue tubes on the wall used to adjust temperature of the entire building. London Case pavilion also showcased the first Zero-Carbon community in Beddington, where every house has an open garden or a balcony, it uses renewable energy. Hamburg Case pavilion demonstrated how room temperature can be held at 25 degrees in all four seasons, without air-conditioning and using only 10% of the usual energy. In this spirit, one of the regulations for participation and pavilion design was the fact that all construction or pavilion facades in case of rented pavilions should be made of recyclable reusable or energy saving materials. 4

Swiss pavilion A curtain is made with sensitizes solar batteries and the roof is covered in vegetation.

Spain pavilion Made entirely out of hand-weaved wicker basket, of natural materials

Serbia pavilion The façade pattern represents the Serbian traditional weaving code made out of futuristic colorful modules, which can be reused for transport or storage of goods, building material or furniture

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Expo 2010 official website

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Conclusion Development and management of global technology has recognized the political and financial support from the related governments as an important factor in these projects, therefore Techno-Nationalism has become a must for Techno-Globalism implementation, and these ideas are seen through forms of vertical and horizontal business networks and cooperation in terms of scientific research and development. Techno-Nationalism treats development as independent, nationally, territorially and regionally determined according to politics, strategies, economic and social development. Technological globalizations exploit these national achievements through international collaborations and technology transfer. Digital technologies have opened the way towards global networks, and radically changed the relations and opened up many new questions concerning the extent of role technology plays in global cohesive development, rather than the role it plays in competitiveness, and conflicts in the modern society. In the last decades special attention has been paid to new sustainable development approaches, based on the need to implement a long term strategic alliance of technological, managerial and social development dimensions. In other words said, the fast pace technology development is leading to global shrinking, while there is still a high level of misbalance between the dynamic of change and suitable organizational, institutional and social infrastructure. A misbalanced growth can lead to serious social misconducts which could affect all countries regardless of level of development. Technology is seen as a prestigious means of national wealth and competitive positions rather than an asset for less profit oriented cause. Contemporary methods of innovative organization recognize the strategic factor of technology which determines long term competitiveness and company success which is seen globally through quick response to surrounding influences, creativity, proactive strategies and forming different kinds of cooperation globally. These steps have resulted in cost and risk decrease, since innovations were implemented based on existence of critical mass of knowledge, abilities and resources that can only be achieved through international cooperation. The following mid range exhibition will be held in South Korea in 2012 will be dedicated to the idea “One Ocean for all”, with an imperative idea that a single nation’s effort is pointless and all countries, developed and developing should join forces and take action to lay a solid Milestone to the idea. Milano will host the next large scale exhibition in 2015 with a strong intention to focus on innovative content rather then size, with the vision: Feeding the planet, Energy for life, to embody the need for sustainable development solutions, identify the key issues related to nutrition, health, wellness, and use of renewable energy resources. The World exhibitions of the 21st century are in fact facing towards the very center of technology development - man. 18

Literature: • • • • • • • • • • • • • Burgelman, R, Christensen, C., Wheelwright, S.C: Strategic Management of Technology and Innovation, McGraw-Hill/Irwin, 5th edition, 2008 Levi Jaksic, M: Menadzment tehnologije i razvoja, Cigoja stampa, Beograd, 2010 Frederick Betz, Managing Technological Innovation-Competitive advantage from change, John Wiley&Sons, Inc. 3rd edition, 2011 George Tesar, Stewen W Anderson, Sibdas Ghosh, Tom Bramorski, Strategic Technology Management, Imperial College Press, 2008 Jeffrey A.Auerbach and Peter H. Hoffenber, Britain, the Empire and the Great Exhibition 1851, Ashgate & Book, 2008 Paul Young, Globalization and the Wold Exhibition-The Victorian New World Order, Palgrave Macmillan, 2009 Bureau of Shanghai World Expo, Expo 2010 Shanghai China Official Album, China Publishing Group Corporation, 2010 John E. Findling (Hg.), Historical Dictionary of World´s Fairs and Expositions, 1851-1988. New York, Westport Connecticut, London, 1990, pp.33-43. John E. Findling, Chicago's Great World's Fairs. Manchester and New York 1994 Floyd et Marion Rinhart: America's Centennial Celebration (Philadelphia 1876). Winter Haven, Fl. 1976. Françoise Sagan: Le sentinelle de Paris. Paris 1988. Dte. Ausgabe: Frankfurt a.M. 1989. Stanley Appelbaum (Hg.), The New York World's Fair 1939/40. In 155 Photographs by Richard Wurts and Others. New York 1977. Murray Morgan, Century 21: The Story of the Seattle World's Fair. 1963

Web sources: • • • • • • • • • • www.wikipedia.com http://www.expo2005.or.jp http://www.expo2000.de http://en.expo2010.cn www.ft.com www.xinhuanet.com www.huawei.com http://www.bie-paris.org http://en.expo2015.org/ http://en.wikipedia.org/wiki/Expo_2012

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