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Sweden, Inc and the campaign to sell JAS-Gripen to the Swiss electorate

Pamment, James LU (2016) In Place Branding and Public Diplomacy 12(2-3). p.218-231
Abstract
In January 2014, it emerged that manufacturer Saab had provided financial backing to the “yes” campaign for a referendum on whether Switzerland should purchase 22 JAS-Gripen aircraft. Although the funds were immediately returned, a second story broke in February revealing the detailed involvement of the Swedish Embassy in the broader coordination of a public diplomacy campaign to support the “yes” vote. Under the heading “Sweden, Inc”, leaked documents demonstrated the close cooperation between corporate actor Saab, the Swedish ambassador, defence attaché and other governmental actors, and Swiss politicians and military associations in creating a diplomatic, political and media climate conducive to a successful vote. This article provides... (More)
In January 2014, it emerged that manufacturer Saab had provided financial backing to the “yes” campaign for a referendum on whether Switzerland should purchase 22 JAS-Gripen aircraft. Although the funds were immediately returned, a second story broke in February revealing the detailed involvement of the Swedish Embassy in the broader coordination of a public diplomacy campaign to support the “yes” vote. Under the heading “Sweden, Inc”, leaked documents demonstrated the close cooperation between corporate actor Saab, the Swedish ambassador, defence attaché and other governmental actors, and Swiss politicians and military associations in creating a diplomatic, political and media climate conducive to a successful vote. This article provides a close analysis of the scandal in order to contribute to the broader understanding of public diplomacy and nation brands theory and practice in a number of relevant areas. First, it addresses the role of ethics in funding influence campaigns. Second, it analyses the practical relationship between PD and place branding. Third, it investigates the ways in which collaboration and competition are invoked in the campaign. Fourth is an analysis of the roles of public and private actors to better understand their impact on campaign agendas. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
in
Place Branding and Public Diplomacy
volume
12
issue
2-3
pages
218 - 231
publisher
Palgrave Macmillan
external identifiers
  • scopus:85032506025
ISSN
1751-8059
DOI
10.1057/s41254-016-0039-1
language
English
LU publication?
yes
id
3c63c7b3-ff51-4e91-ac55-ac7a0d62cc2e
date added to LUP
2017-05-18 09:43:05
date last changed
2017-11-12 04:32:03
@article{3c63c7b3-ff51-4e91-ac55-ac7a0d62cc2e,
  abstract     = {In January 2014, it emerged that manufacturer Saab had provided financial backing to the “yes” campaign for a referendum on whether Switzerland should purchase 22 JAS-Gripen aircraft. Although the funds were immediately returned, a second story broke in February revealing the detailed involvement of the Swedish Embassy in the broader coordination of a public diplomacy campaign to support the “yes” vote. Under the heading “Sweden, Inc”, leaked documents demonstrated the close cooperation between corporate actor Saab, the Swedish ambassador, defence attaché and other governmental actors, and Swiss politicians and military associations in creating a diplomatic, political and media climate conducive to a successful vote. This article provides a close analysis of the scandal in order to contribute to the broader understanding of public diplomacy and nation brands theory and practice in a number of relevant areas. First, it addresses the role of ethics in funding influence campaigns. Second, it analyses the practical relationship between PD and place branding. Third, it investigates the ways in which collaboration and competition are invoked in the campaign. Fourth is an analysis of the roles of public and private actors to better understand their impact on campaign agendas.},
  author       = {Pamment, James},
  issn         = {1751-8059},
  language     = {eng},
  month        = {09},
  number       = {2-3},
  pages        = {218--231},
  publisher    = {Palgrave Macmillan},
  series       = {Place Branding and Public Diplomacy},
  title        = {Sweden, Inc and the campaign to sell JAS-Gripen to the Swiss electorate},
  url          = {http://dx.doi.org/10.1057/s41254-016-0039-1},
  volume       = {12},
  year         = {2016},
}