Challenges of Nation-Branding for Stimulation of Latvian Exports

Bekasova Angelina (), Sloka Biruta and Muravska Tatjana
Additional contact information
Bekasova Angelina: University of Latvia, Latvia
Sloka Biruta: University of Latvia, Latvia
Muravska Tatjana: University of Latvia, Latvia

Economics and Business, 2017, vol. 30, issue 1, 134-145

Abstract: The presented research aims to contribute to the conceptualisation of the nation-brand of Latvia with the purpose of stimulation of national export performance. The subject of the research is three aspects presumably challenging the branding of Latvia with reference to national export development. The investigated challenges are the barriers and opportunities for green-branding of Latvia; the absence of the generally accepted indication of the geographical identity of the Baltic region; and the contradictable popular image of Latvia as a cheap country. The research poses two research questions inquiring into the issues of nation-branding of Latvia currently being faced in the context of exports and possible measures to overcome them. The applied research methods are theoretical analysis of scientific literature and empirical analysis of the representation of Latvia on the official website of the Investment and Development Agency of Latvia and its comparison with the official websites of respective institutions in Lithuania and Estonia. The research observes the interconnection between the defined challenges, offers the perspective for the possible transformation of the challenges into nation-branding opportunities, and estimates the green brand of the country as a gateway for feasible solution for the defined challenges and for the stimulation of national exports. In addition, the research identifies further challenges the nation-branding of Latvia is currently facing for further discussion.

Keywords: Challenges of nation-branding; export promotion; Latvia; nationbranding (search for similar items in EconPapers)
Date: 2017
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/eb-2017-0012 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:ecobus:v:30:y:2017:i:1:p:134-145:n:12

DOI: 10.1515/eb-2017-0012

Access Statistics for this article

Economics and Business is currently edited by Remigijs Počs

More articles in Economics and Business from Sciendo
Bibliographic data for series maintained by Peter Golla ().