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This chapter is concerned with the Nordic region as a context fostering a distinct place branding scholarship and practice. The endeavour goes beyond demonstrating particular practices or significance of branding phenomena in this region. Rather, the aim is to compile and structure a growing body of research dealing with Nordic place branding and assess its global relevance and academic implications. The Nordic is approached, not only as a geographical context of place branding, but also as an approach – an ideological mindset – that shape place branding concepts, strategies and tactics. Boldly put, the Nordic wave is proposed as a hybrid scholarly approach, which bridges across managerial and critical schools as well as sensitively engages with place branding practitioners. It is argued that these distinct features allow the Nordic wave in place branding to travel across geo-political and scholarly boundaries, and carry the potential of expanding place branding research and practices on an international scale. (Less) |
