Cristin-resultat-ID: 1877146
Sist endret: 21. oktober 2021, 10:57
NVI-rapporteringsår: 2021
Resultat
Vitenskapelig artikkel
2021

Unpacking Nordic Branding: The Value Regimes of Nordicness

Bidragsytere:
  • Lars Pynt Andersen
  • Frank Lindberg og
  • Jacob Østberg

Tidsskrift

Journal of Place Management and Development
ISSN 1753-8335
e-ISSN 1753-8343
NVI-nivå 1

Om resultatet

Vitenskapelig artikkel
Publiseringsår: 2021
Volum: 14
Hefte: 3
Sider: 362 - 378
Open Access

Importkilder

Scopus-ID: 2-s2.0-85101302942

Klassifisering

Vitenskapsdisipliner

Bedriftsøkonomi

Emneord

Nordic place branding • Pragmatic sociology • Place branding

Beskrivelse Beskrivelse

Tittel

Unpacking Nordic Branding: The Value Regimes of Nordicness

Sammendrag

We aim to develop place branding theory towards the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process? Using field data from a selection of branding actors and sectors in Norway, Sweden, and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth. The analysis identified three principle orders of worth behind Nordicness (civic, green, and inspired) that are negotiated through compromises between orders of industry and domestic, and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions, and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors. Several studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small and medium sized enterprises (SMEs) and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.

Bidragsytere

Lars Pynt Andersen

  • Tilknyttet:
    Forfatter
    ved Aalborg Universitet
Aktiv cristin-person

Frank Lindberg

  • Tilknyttet:
    Forfatter
    ved Handelshøgskolen ved Nord universitet

Jacob Østberg

  • Tilknyttet:
    Forfatter
    ved Stockholms universitet
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