“We are a hub for tech, innovation, and entrepreneurship”: how places use tech-driven storytelling for nation branding

Itzhak Mashiah ()
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Itzhak Mashiah: University of Haifa

Place Branding and Public Diplomacy, 2024, vol. 20, issue 4, No 2, 467 pages

Abstract: Abstract Innovation is essential for all entities today, including cities, states, regions, and nations. These entities not only establish policies to drive actual innovation but also implement marketing strategies to maintain an image of innovation. This study highlights the strategic role of the innovation-messaging of places around the world. It explores the potential benefits of employing innovation-messaging at the national level for branding purposes, emphasizing its role in job creation, the utilization of inherent resources, as well as its ability to stimulate tourism and economic growth. Through content analysis comparing the ‘most innovative nations’ and ‘less innovative nations’ worldwide, this paper underscores the necessity of innovation-centered storytelling and high-tech marketing strategies in shaping the image of nations. The study also discusses innovation diplomacy and the soft power adopted by nations to promote such messaging for nation branding.

Keywords: Innovation speak; Tech-storytelling; Nation reputation; Tech image; Place marketing strategy (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41254-024-00341-w

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