지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.5
- 수록면
- 55 - 69 (15page)
- DOI
- 10.15187/adr.2013.05.26.2.55
이용수
초록· 키워드
오류제보하기
Background : This research is to analyze recent trends in the nation branding research and to present the concept of ‘A Nation-Brand Management (NBM)’ as an inclusive and integrated approach to nation branding. Converging theoretical disparities relevant to nation branding, we highlight the necessity of managerial role of nation branding for sustaining competitiveness of nations, and specify the management concept of nation branding as a convergent theory.
Methods : The authors adopt an exploratory approach to developing the concept of NBM. This article is accordingly structured with three main parts. The first section is to assess the nation branding literature from multidisciplinary domains and determine the managerial context of nation branding. In the second part, we categorize it into distinctive topics and address the concept of NBM. Finally, we examine the scientific linkages of NBM compared with the concepts of brand management and the mainstream management area.
Results : and Conclusion The popularity of nation branding is manifest in its rapid diffusion throughout the numerous theoretical disciplines and domains. Our research refers to the NBM as a potential management theory which helps to converge the heterogeneity into a discipline. Towards a convergent theory of nation branding, NBM is highlighted with a theoretical system to be testing.
Methods : The authors adopt an exploratory approach to developing the concept of NBM. This article is accordingly structured with three main parts. The first section is to assess the nation branding literature from multidisciplinary domains and determine the managerial context of nation branding. In the second part, we categorize it into distinctive topics and address the concept of NBM. Finally, we examine the scientific linkages of NBM compared with the concepts of brand management and the mainstream management area.
Results : and Conclusion The popularity of nation branding is manifest in its rapid diffusion throughout the numerous theoretical disciplines and domains. Our research refers to the NBM as a potential management theory which helps to converge the heterogeneity into a discipline. Towards a convergent theory of nation branding, NBM is highlighted with a theoretical system to be testing.
목차
1. Introduction
2. Paradigm of Nation Branding Research
3. The Management Concept in Nation Branding Research
4. The Conceptual Fit : Nation Brand Management
5. Conclusion
References
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