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dc.contributor.authorAndersen, Lars Pynt
dc.contributor.authorLindberg, Frank
dc.contributor.authorØstberg, Jacob
dc.identifier.citationAndersen, L. P., Lindberg, F. & Østberg, J. (2021). Unpacking Nordic branding: the value regimes of Nordicness. Journal of Place Management and Development. doi:en_US
dc.descriptionAuthor's accepted version (postprint).en_US
dc.descriptionThis is an Accepted Manuscript of an article published by Emerald in Journal of Place Management and Development on 22/02/2021.
dc.descriptionAvailable online:
dc.description.abstractWe aim to develop place branding theory towards the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process? Using field data from a selection of branding actors and sectors in Norway, Sweden, and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth. The analysis identified three principle orders of worth behind Nordicness (civic, green, and inspired) that are negotiated through compromises between orders of industry and domestic, and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions, and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors. Several studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small and medium sized enterprises (SMEs) and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.en_US
dc.rightsNavngivelse-Ikkekommersiell 4.0 Internasjonal*
dc.subjectPlace brandingen_US
dc.subjectPlace brandingen_US
dc.subjectNordic place brandingen_US
dc.subjectNordic place brandingen_US
dc.subjectPragmatic sociologyen_US
dc.subjectPragmatic sociologyen_US
dc.titleUnpacking Nordic branding : the value regimes of Nordicnessen_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.subject.nsiVDP::Bedriftsøkonomi: 213en_US
dc.subject.nsiVDP::Business: 213en_US
dc.source.journalJournal of Place Management and Developmenten_US

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Navngivelse-Ikkekommersiell 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Navngivelse-Ikkekommersiell 4.0 Internasjonal