Kleber, Daniel Marco Stefan; Juusola, Katariina - In: Journal of open innovation : technology, market, and … 7 (2021) 4, pp. 1-13
Nation branding has gained increasing popularity among marketeers, academics, and practitioners during recent decades … branding in building a competitive identity. The authors argue that applying open innovation-based value co-creation frameworks … will create a solid basis for competitive nation branding, as the method engages multiple stakeholders. …