Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

A Tale of Two Olympics: Cultural Influences on Nation Branding

Pilblad, Tova LU ; Mc Crea, Emma LU and Börjeson Munk, Ebba LU (2025) IBUH19 20251
Department of Business Administration
Abstract
This thesis explores the influence of national culture on the management of mega-events, with particular focus on the Olympic Games and their role as a tool for nation branding. While various political, economic and environmental factors contribute to the planning and execution of such events, this study highlights the often-overlooked impact of cultural values on a nation’s image and reputation. Through a multi-case study of the London 2012 and Rio de Janeiro 2016 Olympic Games, using Hofstede’s cultural dimensions and Anholt’s nation brand theory, the purpose of this research is to underscore how the alignment or misalignment of cultural values shapes the effectiveness of nation branding efforts. Findings indicate that cultural alignment... (More)
This thesis explores the influence of national culture on the management of mega-events, with particular focus on the Olympic Games and their role as a tool for nation branding. While various political, economic and environmental factors contribute to the planning and execution of such events, this study highlights the often-overlooked impact of cultural values on a nation’s image and reputation. Through a multi-case study of the London 2012 and Rio de Janeiro 2016 Olympic Games, using Hofstede’s cultural dimensions and Anholt’s nation brand theory, the purpose of this research is to underscore how the alignment or misalignment of cultural values shapes the effectiveness of nation branding efforts. Findings indicate that cultural alignment between national cultural profiles and management strategies enhances branding effectiveness and credibility. The study also uncovers that a disregard for national culture in strategic planning can lead to discrepancies between intended and realised outcomes. (Less)
Please use this url to cite or link to this publication:
author
Pilblad, Tova LU ; Mc Crea, Emma LU and Börjeson Munk, Ebba LU
supervisor
organization
alternative title
Exploring the Role of Culture in Managing the London 2012 and Rio de Janeiro 2016 Olympic Games and its Implications on Nation Branding Outcomes
course
IBUH19 20251
year
type
M2 - Bachelor Degree
subject
keywords
mega-event, olympic games, united kingdom, brazil, national culture, management, nation branding, strategy, legacy outcome
language
English
id
9203898
date added to LUP
2025-06-23 11:07:52
date last changed
2025-06-23 11:07:54
@misc{9203898,
  abstract     = {{This thesis explores the influence of national culture on the management of mega-events, with particular focus on the Olympic Games and their role as a tool for nation branding. While various political, economic and environmental factors contribute to the planning and execution of such events, this study highlights the often-overlooked impact of cultural values on a nation’s image and reputation. Through a multi-case study of the London 2012 and Rio de Janeiro 2016 Olympic Games, using Hofstede’s cultural dimensions and Anholt’s nation brand theory, the purpose of this research is to underscore how the alignment or misalignment of cultural values shapes the effectiveness of nation branding efforts. Findings indicate that cultural alignment between national cultural profiles and management strategies enhances branding effectiveness and credibility. The study also uncovers that a disregard for national culture in strategic planning can lead to discrepancies between intended and realised outcomes.}},
  author       = {{Pilblad, Tova and Mc Crea, Emma and Börjeson Munk, Ebba}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{A Tale of Two Olympics: Cultural Influences on Nation Branding}},
  year         = {{2025}},
}