Purpose – This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach. Design/methodology/approach – A qualitative exploratory approach was taken, comprising face-to-face in-depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy. Findings – Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience. Research limitations/implications – The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings. Practical implications – Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders. Originality/value – This paper extends previous work on the need for countries to adopt a coordinated approach to their nation branding activities. The paper is original in its examination of actors’ perceptions of the optimal degree of coordination that should occur between a country's EPO, IA, NTO and embassies. The paper is also original in its reporting of findings from a region (ASEAN) that is under-researched relative to other areas, such as Europe and North America.
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Purpose To analyze differences between Western and Eastern cultures in the way they conceptualize knowledge and discuss the implications of these differences for a global intellectual capital (IC) theory and practice. Design/methodology/approach A systematic metaphor analysis of the concept of knowledge and IC is used to identify common Western conceptualizations of knowledge in IC literature. A review of philosophical and religious literature was done to identify knowledge conceptualizations in the main streams of Asian philosophy. Findings Fundamental differences were found in the way knowledge is conceptualized. In Western IC literature common metaphors for knowledge include knowledge as a thing and knowledge as capital. In Asian thought, knowledge is seen as unfolding truth based upon a unity of universe and human self and of knowledge and action. Research limitations/implications The research was performed on a limited sample of literature. More research is needed to identify how knowledge is conceptualized in the practice of doing business in Asia and to test the effects of introducing IC theories to Asian businessmen and managers. Practical implications Western conceptualizations of knowledge, embedded in terms like intellectual capital and knowledge management, can not be transferred to Asian business without considering the local view on knowledge. Asian conceptualizations of knowledge should play an important role in the further development of a knowledge-based theory and practice of the firm. Originality/value The paper is the first to explore differences in knowledge conceptualizations by analyzing the underlying metaphors that are used in Western IC literature and Asian philosophy.
