Nation branding as a market-shaping strategy

Nguyen, Arthur; Özçaglar-Toulouse, Nil

A study on South Korean products in Vietnam

Type de document :

Compte-rendu et recension critique d'ouvrage

DOI :

10.1016/j.jbusres.2020.08.029

URL permanente :

http://hdl.handle.net/20.500.12210/107637

Titre :

Nation branding as a market-shaping strategy
A study on South Korean products in Vietnam

Auteur(s) :

Nguyen, Arthur [Auteur]
Laboratoire de Recherche Magellan
Institut d'Administration des Entreprises (IAE) - Lyon
Özçaglar-Toulouse, Nil [Auteur]
Lille University Management Lab - ULR 4999 [LUMEN]
Lille School of Management Research Center - ULR 4112 [LSMRC]

Titre de la revue :

Journal of Business Research

Pagination :

131 - 144

Éditeur :

Elsevier

Date de publication :

2021-01

ISSN :

0148-2963

Mot(s)-clé(s) en anglais :

Vietnam
Corée du sud
Marché
Etat
Marque nationale

Discipline(s) HAL :

Sciences de l'Homme et Société/Economies et finances

Résumé en anglais : [en]

This paper focuses on a topic that has been largely overlooked in the contemporary marketing literature: the role of the state in shaping markets. While a growing body of research offers alternative perspectives about ...
Lire la suite >This paper focuses on a topic that has been largely overlooked in the contemporary marketing literature: the role of the state in shaping markets. While a growing body of research offers alternative perspectives about markets from the neoclassical perspective, it ignores the degree of embeddedness of the state in markets. In view of this theoretical gap, we investigate the market-shaping activities of states in emerging economies. Our context is the creation of a Korean cultural product market in Vietnam. Based on a document analysis of the nation branding projects of Korea and Vietnam, we investigate how these states are involved in shaping Vietnamese markets for Korean cultural products through their international and national activities. The findings reveal that whereas the Korean state is mobilizing and building diplomatic ties to promote the Korea's image in Vietnam through its cultural products, the Vietnamese state profits from these products for its East Asian oriented cultural policy. Three actions are being taken by the Vietnamese state: (1) controlling the distribution of Korean cultural products, (2) framing media producers' and consumers' behaviors, and (3) creating a network of collaboration between selected Korean and Vietnamese media producers. Through their nation branding practices, the Vietnamese and Korean states act as institutional entrepreneurs in shaping the Vietnamese market for Korean cultural products.Lire moins >

Langue :

Anglais

Vulgarisation :

Non

Collections :

Lille University Management Lab (LUMEN) - ULR 4999

Source :

Harvested from HAL

Date de dépôt :

2024-02-15T07:19:14Z