Nation branding as a market-shaping strategy: A study on South Korean products in Vietnam.

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Date: Jan. 2021
Publisher: Elsevier B.V.
Document Type: Report; Brief article
Length: 289 words

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Abstract :

Keywords Nation branding; Developmental state; Korean wave; South Korea; Vietnam; Market-shaping Abstract This paper focuses on a topic that has been largely overlooked in the contemporary marketing literature: the role of the state in shaping markets. While a growing body of research offers alternative perspectives about markets from the neoclassical perspective, it ignores the degree of embeddedness of the state in markets. In view of this theoretical gap, we investigate the market-shaping activities of states in emerging economies. Our context is the creation of a Korean cultural product market in Vietnam. Based on a document analysis of the nation branding projects of Korea and Vietnam, we investigate how these states are involved in shaping Vietnamese markets for Korean cultural products through their international and national activities. The findings reveal that whereas the Korean state is mobilizing and building diplomatic ties to promote the Korea's image in Vietnam through its cultural products, the Vietnamese state profits from these products for its East Asian oriented cultural policy. Three actions are being taken by the Vietnamese state: (1) controlling the distribution of Korean cultural products, (2) framing media producers' and consumers' behaviors, and (3) creating a network of collaboration between selected Korean and Vietnamese media producers. Through their nation branding practices, the Vietnamese and Korean states act as institutional entrepreneurs in shaping the Vietnamese market for Korean cultural products. Author Affiliation: (a) University of Lyon, UJML3, iaelyon School of Management, Magellan, 1C, avenue des Frères Lumière - CS 78242 - 69372 LYON CEDEX 08, France (b) University of Lille, ULR 4112 -- LSMRC, F-5900 Lille, France * Corresponding author. Article History: Received 29 September 2019; Revised 17 August 2020; Accepted 19 August 2020 Byline: Arthur Nguyen [Arthur.Nguyen@univ-lyon3.fr] (a,*), Nil Özçaglar-Toulouse [Nil.Toulouse@univ-lille.fr] (b)

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Source Citation   

Gale Document Number: GALE|A648491635