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Nation Brand Management, en fallstudie av Sverige och Tyskland

Bergqvist, Carl-Johan and Strömberg, Jessica (2011)
Department of Business Administration
Abstract
Purpose: The aim of this paper is to compare the Nation Branding initiatives of Sweden and Germany in order to identify important factors while navigating their Nation Brand.
A framework has been developed on the basis of existing theory which has been tested on the objects of the case study. The purpose was to demonstrate possible empirical correlations not described by the theory.
Finally the paper provides an analysis of the deduced theoretical framework which subsequently has been developed and expanded with the new theoretical aspects. Methodology: The paper presents the output of qualitative case study research of the Nation Branding initiatives of Sweden and Germany. An abductive approach was used whereby a deduced framework has... (More)
Purpose: The aim of this paper is to compare the Nation Branding initiatives of Sweden and Germany in order to identify important factors while navigating their Nation Brand.
A framework has been developed on the basis of existing theory which has been tested on the objects of the case study. The purpose was to demonstrate possible empirical correlations not described by the theory.
Finally the paper provides an analysis of the deduced theoretical framework which subsequently has been developed and expanded with the new theoretical aspects. Methodology: The paper presents the output of qualitative case study research of the Nation Branding initiatives of Sweden and Germany. An abductive approach was used whereby a deduced framework has been used which subsequently has been expanded through induction. Empirical foundation
The empirical material consists of semi-structured interviews with persons from the respective initiatives and specialists in the field of Nation Branding, as well as information from the websites of the initiatives. Results
The paper has contributed with the addition of three further factors: the learning organization, structure and multipliers which complement the existing theory. (Less)
Please use this url to cite or link to this publication:
@misc{1978020,
  abstract     = {Purpose: The aim of this paper is to compare the Nation Branding initiatives of Sweden and Germany in order to identify important factors while navigating their Nation Brand.
A framework has been developed on the basis of existing theory which has been tested on the objects of the case study. The purpose was to demonstrate possible empirical correlations not described by the theory.
Finally the paper provides an analysis of the deduced theoretical framework which subsequently has been developed and expanded with the new theoretical aspects. Methodology: The paper presents the output of qualitative case study research of the Nation Branding initiatives of Sweden and Germany. An abductive approach was used whereby a deduced framework has been used which subsequently has been expanded through induction. Empirical foundation
The empirical material consists of semi-structured interviews with persons from the respective initiatives and specialists in the field of Nation Branding, as well as information from the websites of the initiatives. Results
The paper has contributed with the addition of three further factors: the learning organization, structure and multipliers which complement the existing theory.},
  author       = {Bergqvist, Carl-Johan and Strömberg, Jessica},
  keyword      = {Nation Branding,Place Marketing,Public Diplomacy,Board for promoting Sweden abroad (Nämnden för Sverigefrämjande i utlandet),Germany – Land of Ideas (Deutschland – Land der Ideen),Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Nation Brand Management, en fallstudie av Sverige och Tyskland},
  year         = {2011},
}