A Tale of Two Olympics: Cultural Influences on Nation Branding
(2025) IBUH19 20251Department 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:
http://lup.lub.lu.se/student-papers/record/9203898
- 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
- 2025
- 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}}, }