scholarly journals Nation branding: the strategic imperative for sustainable market competitiveness

2019 ◽  
Vol 1 (2) ◽  
pp. 146-158 ◽  
Author(s):  
Salah Hassan ◽  
Abeer A. Mahrous
Keyword(s):  
Economic Incentive ◽  
Nation Branding ◽  
Future Research ◽  
Public And Private ◽  
Content Type ◽  
External Stakeholder ◽  
Future Research Agenda ◽  
Market Competitiveness ◽  
Nation Brand ◽  
Nation Brands

Purpose Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The sustainable development of a nation brand, when properly managed, will provide the economic incentive to attract investors, tourists and generate income for local communities. Therefore, this paper aims to focus on delineating the strategic imperatives for sustainable market competitiveness of nation brands. Design/methodology/approach The research adopts an eclectic approach in examining a wider range of factors such as sustainability and market competitiveness to develop a synergistic nation brand. Findings For nation brands to remain competitive, it is essential to understand the key determinants of market competitiveness. These determinants include sustainable tourism factors such as culture, heritage, environmental and integration of internal and external stakeholder groups from the public and private sectors. Originality/value This paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand. It also provides implications for nation branding and future research agenda.

Dissemination and consensual perceptions of nation brands: a framework for future research

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carlos J. Torelli
Keyword(s):  
Design Methodology ◽  
Brand Image ◽  
Nation Branding ◽  
Future Research ◽  
Cultural Narratives ◽  
Content Type ◽  
Shared Reality ◽  
Nation Brand ◽  
Practical Implications ◽  
Nation Brands

Purpose The purpose of this paper is to comment on the article by He et al., and to propose a framework for the worldwide dissemination of a nation brand image as a way to understand the nature and resilience of nation brands. Design/methodology/approach The approach is conceptual with illustrative examples. Findings By integrating research on the dissemination of cultural narratives in a power structure with the literature on shared reality and consensual perceptions, this paper develops a framework for future research on the factors that impact the emergence of a consensual image about a nation brand. These factors include the nation’s political and economic power, the widespread adoption of the nation’s language and the nation’s cultural attractiveness. The framework further proposes that these factors positively affect the likelihood that people would develop an image of what they perceive is widely shared about a nation brand, or the shared reality about the image of such nation brand. The framework also elaborates on some of the consequences for perpetuating the nation brand image and for reinforcing brand-affiliative consumption behaviors. Practical implications This paper offers a framework that allows marketers to further understand the worldwide dissemination of nation brands. Originality/value The paper integrates a novel framework with recent findings about the psychology of globalization, opening avenues for future research on nation branding.

Building the connection between nation and commercial brand: an integrative review and future research directions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiaxun He ◽  
Cheng Lu Wang ◽  
Yi Wu
Keyword(s):  
Conceptual Development ◽  
Research Field ◽  
Nation Branding ◽  
Integrative Review ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Integrative View ◽  
Future Research Directions ◽  
Nation Brand

PurposeThis paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands.Design/methodology/approachIntegrative review and analysis with conceptual development and future research directions.FindingsThe authors firstly identify conceptualizations and measurements of nation brand as national identity and as national image. Consistently, three theoretical perspectives investigating nation branding were given: first, the macro view focusing on nation brand broadly as political and cultural identity; second, the micro view focusing on nation brand as a country image; and finally, the integrative view using the emerging construct of nation equity. Inspired by the last theoretical view, the authors discuss four research foci that examine nation equity in commercial brands for future research.Originality/valueThe paper provides an integrative understanding of nation branding and identifies novel research opportunities to study this research field – building the connection between nations and commercial brands through nation equity.

A review of Spanish consumers’ product-country image of China

2017 ◽  
Vol 29 (3) ◽  
pp. 589-615 ◽  
Author(s):  
Haritz Gorostidi-Martinez ◽  
Weimin Xu ◽  
Xiaokang Zhao
Keyword(s):  
Personal Data ◽  
Future Research ◽  
Country Image ◽  
Public And Private ◽  
Content Type ◽  
Future Research Agenda ◽  
Private Organizations ◽  
Product Image ◽  
Image Variables ◽  
Data Informed

Purpose The purpose of this paper is to facilitate and clarify the perceptions of Spanish consumers towards China, its people, and its products, while outlining the overall contemporary Chinese product-country image (PCI) within the Spanish market. Design/methodology/approach A 52-item construct was adapted from former PCI scales from cross-cultural equivalence, including “country image”, “personal image”, “product image”, “general knowledge about China”, and “personal data”. Overall, 215 valid structured questionnaires were gathered. Findings The current study provides: a PCI literature review; hypotheses results concerning Spanish citizens’ views of Chinese products’ price, quality, technicality, inventiveness, and known brands concepts; descriptive statistics and results graphs for each of the PCI sections; and correlations of other variables with the five product image variables within the construct. Research limitations/implications Implementing standardized, longitudinal consumer studies that facilitate better comprehension of PCI evolution within a specific market emerged as a future research agenda. Originality/value The data informed both the Chinese public and private organizations’ managers of the importance of adapting to the market and non-market environments within Spain to avoid the liability of country of origin effect.

scholarly journals From Modernism to Populism – art as a discursive mirror of the nation brand

2018 ◽  
Vol 52 (3/4) ◽  
pp. 882-906 ◽  
Author(s):  
Victoria Rodner ◽  
Finola Kerrigan
Keyword(s):  
National Identity ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Visual Arts ◽  
Nation Branding ◽  
Transitional Period ◽  
Future Research ◽  
National Discourse ◽  
Content Type ◽  
Nation Brand

Purpose The purpose of this paper is to examine the role played by the visual arts in expressing and shaping the nation brand. In doing so, it establishes the centrality of visual discourse in nation branding; illustrating that discursive strategies can directly alter the nation brand’s perception. Design/methodology/approach This single case study drawing on in-depth interviews, field observation and secondary/historical material, applies mediated discourse analysis and critical discourse analysis to capture a transitional period in the cultural policies and nation branding rhetoric across a time frame of 60 years. Findings This study establishes the visual arts as a significant carrier of meaning, thus reflecting changes in the national discourse. This analysis illustrates that publicly supported visual arts can articulate policy aspirations and provide insight into the power of competing national discourse which co-exists, thereby shaping the internal and external nation brand. Research limitations/implications The study focuses on the visual arts and the context of Venezuela. Future research could expand this to look at the visual arts in other national or regional contexts. Practical implications The paper establishes visual art as central to expressing national identity and policy, and a tool for examination of national identity and policy. More broadly, the paper establishes public support for the (visual) arts as central to nation-branding projects providing insight for those engaged in such campaigns to prioritize arts funding. Originality/value The authors’ study indicates the marketing relevance of visualization of the nation through the arts and establishes the visual arts as a central tenant of the nation brand.

Building strong nation brands

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jan-Benedict Steenkamp
Keyword(s):  
Conceptual Model ◽  
Nation Branding ◽  
Limited Attention ◽  
Policy Makers ◽  
Content Type ◽  
Step Model ◽  
Nation Brand ◽  
The Rich ◽  
Field Of Inquiry ◽  
Nation Brands

Purpose The purpose of this paper is to offer a new conceptual model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer. Design/methodology/approach The paper draws on the extant literatures on brand identity systems, cultural branding and brand equity to develop a conceptual model for nation branding. The author also identifies five key challenges faced by the nation brand marketer. Findings Nation branding has captured the attention of policy makers around the world, but has only received limited attention by international marketing scholars. Much of the work on nation branding is done by practitioners who regard nation branding as a separate field of inquiry. The author argues that nation branding is an important emerging new form of branding, and that we should use and adapt the rich branding literature to deepen our understanding of nation branding and develop plans for action. The author proposes a model for nation branding, which consists of six stages. Furthermore, the author identifies five issues that keep the nation brand marketer awake at night. Originality/value The paper integrates three streams of work on branding to develop a new, six-step model for building strong nation brands. For each stage, the key tasks for the nation-branding marketer are identified.

Two decades of research on nation branding: a review and future research agenda

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andy W. Hao ◽  
Justin Paul ◽  
Sangeeta Trott ◽  
Chiquan Guo ◽  
Heng-Hui Wu
Keyword(s):  
Design Methodology ◽  
Nation Branding ◽  
Future Research ◽  
Journal Articles ◽  
Research Issues ◽  
Content Type ◽  
Future Research Agenda ◽  
Current State ◽  
Research Themes ◽  
Methodological Approaches

Purpose Despite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the field is still developing. In response, the purpose of this paper is to review and synthesize nation branding research and to provide directions for future research. Design/methodology/approach The authors review peer-reviewed theoretical and empirical journal articles published during the last two decades – from 1998 to 2018. Selected journal articles on nation branding were subsequently synthesized for further insights. Findings The field of nation branding is fragmented and has developed in the course of the last two decades in different directions. This paper identifies key publication outlets and articles, major theoretical and methodological approaches and primary variables of interest that exist in the nation branding literature. The findings also highlight several research themes for future research. Originality/value This research fills a need to summaries the current state of the nation branding literature and identifies research issues that need to be addressed in the future.

A systematic review of work-life integration and role of flexible work arrangements

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sourabh Kumar ◽  
Sankersan Sarkar ◽  
Bhawna Chahar
Keyword(s):  
Work Life ◽  
Future Research ◽  
Personal Factors ◽  
Flexible Work Arrangements ◽  
Flexible Work ◽  
Content Type ◽  
Organizational Policies ◽  
Work Arrangements ◽  
Future Research Agenda

Purpose The growing demands of work and life have shifted the concept of work-life balance to work-life integration (WLI). The success of integration depends upon the flexibility to perform the duties. This paper aims to explore the factors that affect WLI and the role of flexible work arrangements (FWAs) in the process of WLI. Design/methodology/approach Systematic literature review was used to explore the concept of WLI and FWAs. A bibliometric analysis was carried out with Bibexcel and VoSviewer. Findings This paper explained the organizational and personal factors that create the demand for WLI. The FWAs, perceived flexibility, technology and self-efficacy have important roles in WLI. The result of WLI can be enrichment or strain, depends upon how effectively the work-life domains are integrated. Originality/value This paper explores the work-life from both personal and organizational views. The findings of this paper will be useful to design the organizational policies and work arrangements that match the requirements of employees and organizations. This paper helps to develop the future research agenda of investigating the relations of WLI to performance, organizational policies and personal factors.

The emergence of entrepreneurial team as a research field – way forward

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Willy Das ◽  
Satyasiba Das ◽  
Manojit Chattopadhyay
Keyword(s):  
Research Agenda ◽  
Research Field ◽  
Academic Disciplines ◽  
Future Research ◽  
Cross Sectional ◽  
Content Type ◽  
Future Research Agenda ◽  
Starting Point ◽  
Entrepreneurial Team ◽  
Research Stream

PurposeThe purpose of this paper is to review and critique the existing literature on entrepreneurial teams (ET) by taking a multi-disciplinary viewpoint and provide a future research agenda based on the identified themes and trends.Design/methodology/approachA systematic literature review (SLR) was undertaken using “business source complete”. Further scrutiny and application of exclusion criteria led to a final sample consisting of 139 papers from 27 different journals belonging to not just entrepreneurship and strategic management but also other disciplines like OB, finance, sociology, psychology, etc. Using qualitative thematic analysis, the authors identified 11 major themes.FindingsThe paper reviews both the eleven themes and the linkages between the themes. Thereby identifying areas that have been understudied and those that have received comparatively more attention. The review revealed that the research stream possesses certain conceptual and methodological concerns apart from its cross-sectional and primarily bivariate nature. Five such main concerns have been identified and discussed in detail. Other elements of the resulting research agenda include calls for more clinical process-oriented research, further attention to context, shifting the level of analysis, and a need to integrate across disciplines.Originality/valueThis paper incorporates a broad insight of ET across academic disciplines to show how future contributions could benefit by incorporating research from other fields. In doing so, provides a starting point for more nuanced discussions around the interrelationships between the different conversations that are taking place in the ET literature.

We dreamed a dream that entrepreneurial ecosystems can promote sustainability

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mario Raposo ◽  
Cristina I. Fernandes ◽  
Pedro M. Veiga
Keyword(s):  
Policy Formulation ◽  
Logistic Distribution ◽  
Future Research ◽  
Community Innovation Survey ◽  
Content Type ◽  
Positive Effects ◽  
Entrepreneurial Ecosystems ◽  
Future Research Agenda ◽  
Company Policy ◽  
The Relationship

PurposeResearch into the relationship between entrepreneurial ecosystems and sustainability has deepened in terms of both quantity and quality even while still remaining a fragmented and divergent field. Hence, the purpose of this study is to put forward empirical evidence to advance the literature on the relationship between entrepreneurial ecosystems and sustainability. To this end, the authors furthermore identify and highlight a future research agenda.Design/methodology/approachThe source of the empirical analysis in this article stems from the Community Innovation Survey, the leading statistical inquiry of innovation in companies carried out by Eurostat based upon the conceptual framework set out in the Oslo Manual. For modelling the variables, the authors applied binary regression based on logistic distribution.FindingsThe results of the research demonstrated how all of the variables considered for entrepreneurial ecosystems (co-operation with suppliers, co-operation with clients or customers, co-operation with universities; co-operation with government, public or private research institutes) return positive impacts on national sustainabilityResearch limitations/implicationsDespite the data spanning only the nine countries in the database, the results enable insights into the theory as the results serve to strengthen already existing considerations on the positive effects of entrepreneurial ecosystems for the sustainability of countries.Practical implicationsThe results of the research may generate important implications for company policy formulation. The identification of the relevance of the different actors in entrepreneurial ecosystems and their impact on sustainability may assist firms and policymakers to identify the leading actors and the resources necessary to sustaining their activities and thereby correspondingly establishing their priorities.Originality/valueThe research (1) both deepens the prevailing knowledge on this theme and fills a gap encountered in the existing literature; (2) in practical terms, for managers, entrepreneurs and politicians to better grasp how entrepreneurship constitutes a systemic phenomenon and these systems require approaching in terms of their impacts and greater contributions to obtaining sustainability.

Value co-creation: a review of literature and future research agenda

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Victor Saha ◽  
Praveen Goyal ◽  
Charles Jebarajakirthy
Keyword(s):  
Systematic Review ◽  
Future Research ◽  
Review Of Literature ◽  
Relevant Research ◽  
Research Papers ◽  
Future Directions ◽  
Content Type ◽  
Extant Literature ◽  
Future Research Agenda ◽  
Theoretical Perspectives

Purpose The purpose of this paper is to present a systematic review of the available literature on value co-creation (VCC) and provide insightful future directions for research in this domain. Design/methodology/approach The extant literature on VCC has been reviewed by collecting relevant research papers based on certain specified delimiting criteria. A total of 110 research papers have been analysed to gain useful insights into VCC literature. Findings The study analyses the literature on VCC and provides a clear distinction between VCC and its closely related constructs in the literature. The study also draws significant insights from the VCC literature based on some specific parameters. Some frequently used theoretical perspectives have been discussed in the study, thus pointing towards a few alternative theories that can be used for future research. Finally, specific trends emerging from the literature have been discussed that provide a comprehensive understanding of the research inclinations of this concept, along with future scopes of research in the VCC domain. Research limitations/implications The papers were selected for this study based on some delimiting criteria. Thus, the findings cannot be generalised for the entire research on VCC. Originality/value This paper fulfils the need for a systematic review of the extant literature on VCC. The study synthesises literature and bibliography on VCC from 2004 to 2019 to benefit both academics and practitioners and gives some directions to advance this domain of literature.

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