Nation Branding as Sustainability Governance: A Comparative Case Analysis
研究了国家品牌传播如何通过界定可持续商业的资格、合法化这些资格并附加国家期望来引导企业走向可持续性，基于丹麦和芬兰的比较分析揭示了异同。
The role of governments in business and society research has remained underexplored, and recent studies have called for further investigations of mechanisms of government intervention. In response to this call, this article studies how nation branding communication can govern businesses toward sustainability by providing qualifications for sustainable business, legitimizing these qualifications, and attaching national aspirations to business conduct that meets these qualifications. A comparative exploratory analysis of the nation branding materials of Denmark and Finland shows that while the two nations qualify business sustainability in similar ways, differences exist in the legitimization of business sustainability and the national aspirations attached to sustainable business conduct. Both countries emphasize principles of efficiency and renewability in their sustainability qualifications. However, while Finland clearly seeks to attract firms to the local business environment to increase exports and improve the local economy, Denmark ascribes more heterogeneous value to sustainable business.