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  1. 1. Nation Brand Management, en fallstudie av Sverige och Tyskland

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Carl-Johan Bergqvist; Jessica Strömberg; [2011]
    Nyckelord :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; Business and Economics;

    Sammanfattning : 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. LÄS MER