Negotiating Nationalism: A Marketing-Based Exploration of a Baltic Collaborative Place Brand
Journal: The Atrium (University of Guelph)
Year: 2014

This paper conceptualises how nationalist sentiments influence collaborative nation branding in the context of the Baltic nations’ foreign direct investment. Enterprise Estonia, Investment and Development Agency of Latvia, and Invest Lithuania operate as three investment promotion agencies, each with a mandate to promote and brand their nations for FDI attractiveness. An interview investigation on the Baltic investment promotion agencies reviews the case of each nation’s investment brands and in