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Negotiating Nationalism: A Marketing-Based Exploration of a Baltic Collaborative Place Brand

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dc.contributor.advisor McKenzie, Brent Pinto, Warren 2015-01-05T17:27:45Z 2015-01-05T17:27:45Z 2014-12 2014-12-11 2015-01-05
dc.description.abstract This paper conceptualises how nationalist sentiments influence collaborative nation branding in the context of the Baltic nations’ foreign direct investment. Enterprise Estonia, Investment and Development Agency of Latvia, and Invest Lithuania operate as three investment promotion agencies, each with a mandate to promote and brand their nations for FDI attractiveness. An interview investigation on the Baltic investment promotion agencies reviews the case of each nation’s investment brands and investment branding process to assess the option to collaborate between promotion organisations to create a collaborative Baltic investment brand alliance. The study finds that neoliberal nationalism and economic nationalism may not be oppositional forces in the collaborative branding action, but rather nationalist sentiments may be reframed within the agency newly bestowed on transition nations. The findings extend previous nation branding literature by reflecting on the polarised views of the subject and taking into account the context of transition economies. en_US
dc.language.iso en en_US
dc.subject Baltic en_US
dc.subject nation branding en_US
dc.subject investment promotion en_US
dc.subject collaboration en_US
dc.subject transition economy en_US
dc.title Negotiating Nationalism: A Marketing-Based Exploration of a Baltic Collaborative Place Brand en_US
dc.type Thesis en_US Marketing and Consumer Studies en_US Master of Science en_US Department of Marketing and Consumer Studies en_US
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