Pregled bibliografske jedinice broj: 788359
Country branding as as source of competitive advantage - the role and importance of scientific and research organizations in country branding
Country branding as as source of competitive advantage - the role and importance of scientific and research organizations in country branding // 6th European Forum for Marketing of Scientific and Research Organizations
Varšava, Poljska, 2015. (pozvano predavanje, nije recenziran, neobjavljeni rad, znanstveni)
CROSBI ID: 788359 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Country branding as as source of competitive advantage - the role and importance of scientific and research organizations in country branding
Autori
Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni
Skup
6th European Forum for Marketing of Scientific and Research Organizations
Mjesto i datum
Varšava, Poljska, 19.11.2015. - 20.11.2015
Vrsta sudjelovanja
Pozvano predavanje
Vrsta recenzije
Nije recenziran
Ključne riječi
country brand; country brand management; research and scientific organizations
Sažetak
This presentation is dedicated to country branding as a source of competitive advantage. More specifically, the presentation aims to explore the role and the importance which scientific and research organizations have in country branding. The purpose is to both articulate the essence and the desire effect of country branding, and to show how country brand management is practiced when it comes to the role and importance of scientific and research organizations. Challenges for the contemporary country brand management are included, too. Two examples (Switzerland and Germany) are presented to be used as a basis for learning by example approach.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
