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Since early 2000s, several efforts have been initiated to market the Baltic Sea Region (BSR) globally, and the BaltMet Promo project is among them. Simultaneously, several other cases of supra‐national branding have emerged, e.g. the Greater Mekong region, Danube region, and Visegrad countries. Little attention has yet been paid in the literature to branding of supra‐national entities. The purpose of this paper is to discuss branding of BSR using the examples of supra‐national product building of the BaltMet Promo project (2010‐2011).

Branding BSR has faced criticism against its supra‐national perspective which may be seen as a direct competitor to city or nation branding. To shift from competition to cooperation BaltMet Promo acknowledged a bottom‐up approach and nine organisations from six countries created supra‐national products to promote tourism, talent attraction, and investments. Each product concept was built on intensive background research and transnational triple‐helix cooperation.

The case of BaltMet Promo shows that supra‐national branding benefits from a bottom‐up approach that uses concrete products and services as the core of the brand identity. To shift from competition to cooperation the partnership promoted BSR as a common region with a common work plan. Different scales of branding serve different markets. The more distant the market, such as Japan in the case of BaltMet Promo, the more cost effective supra‐regional branding becomes compared to more narrow scales of branding.

The paper introduces recent developments in supra‐national branding using data of the BaltMet Promo project. The analysis aims to contribute to product building, triple helix stakeholder cooperation, and policy making.

No‐frills carriers have revolutionized Europe's aviation market and have changed the airline business in a dramatic way. Having entered most of the countries in Central Europe, the wave has also reached the Baltics. The purpose of this paper is to reveal how a Scandinavian carrier entered the market with a subsidiary airline, by combining elements of low‐cost and traditional carriers.

The paper starts by giving a brief overview of the different airline operating philosophies. It is followed by an introduction into the Nordic airline market. The main focus will be on the operating strategy of Air Baltic and its relation towards the extension policy of Scandinavian Airlines.

The paper provides an independent and structured analysis about the strategy of Air Baltic. Theory was applied to determine how much the airline was influenced by the “low‐fare wave” of the aviation branch and its implications. The hybrid character of Air Baltic reflects the Central European/Baltic business environment.

Research is partly limited to the information published by the airline itself. Because international aviation journals have not yet covered Air Baltic, newspapers and popular journals were used as a base of information. To fill this gap, two semi‐structured interviews with Air Baltic executives were carried out.

The study is a useful source of information for scientists and managers dealing with the airline industry or/and the Baltic Sea region. Lecturers might use the paper for case‐based courses.

This paper is one of the first comprehensive publications in the English language about Air Baltic and the Baltic aviation market.

The aim of the research is to determine the influence of photovoltaic (PV) installation and the share of façade glazing on the energy profile of nursery buildings in the Baltic Sea region, as well as defining the most favorable configuration in terms of energy efficiency.

The article provides comparative calculations of energy performance indicators (Ep, Ed, Eu) and CO₂ emissions (mCO₂) made for the defined model of the nursery. It includes calculations concerning energy performance of the building, depending on its PV power (0–60 kWp), PV efficiency (100 and 85%) and façade glazing ratio (GR = 25%, 50% and 75%).

The results of the research indicate that an increase in the PV power exerts proportional impact on the reduction of the Ep and Ed indicators, as well as on the CO₂ emissions. Only low GR values (25%) reduce the Eu indicator significantly. Decrease in high range of GR values (over 50%) does not provide proportional effects. In the variant: 60 kWp (100% efficiency) with GR = 25%, the biggest share (99.5%) of RES was obtained. This proves that the concept of energy independent nursery buildings is feasible and reasonable in the examined location.

Designing buildings towards environmental neutrality requires laborious pre-design conceptual work before developing the right solutions. The set of results of the relationship between the variables of the building's envelope, energy performance indicators and the required involvement of active RES installations to achieve high energy performance of a building presented in the article is valuable. It allows for a preliminary decision of the direction of the design solutions selection in the design process of public utility buildings, such as nurseries. Thus, it may significantly shorten the pre-design analysis process for the location of the southern part of the Baltic Sea region.

The novelty of the paper relies on examining the dependences between PV power and façade glazing ratio in terms of their influence on energy profile of nursery buildings.

Purpose – The main purpose of this paper is to analyze the major problem faced by exporting subcontractors from emerging markets on how to leap over the barrier of low technology and high dependency. The second purpose is to develop a theoretical framework for this analysis.

Methodology – The paper builds on a holistic multiple case study of eight internationalizing small- and medium-sized enterprises (SMEs) in the Baltic Sea Region (BSR). Interviews were performed with managers of four West European SMEs and four East European SMEs all crossing the Baltic Sea. In addition, interviews were performed with each firm's intermediaries/customers on foreign soil.

Findings – The study identifies two main international business marketing strategies for small subcontractors in emerging country markets enabling such firms to escape the trap of low-cost production and high dependency. The first is a traditional subcontractor strategy of integrating more into the contractors' production process. The second strategy is labeled the marketing route. Here, the subcontractor becomes more independent by moving further upstream in the value chain or the vertical customer network to develop its own products.

Practical implications – How a small subcontractor in a low-cost country can learn from more experienced exporters on how to develop their international business marketing network capabilities.

Originality – The study is unique in that it applies the perspective of the low-cost country subcontractors. Traditionally subcontracting is studied from the contractors' point of view.