Selling Scotland: towards an intercultural approach to export marketing involving differentiation on the basis of "Scottishness"

Paterson, Michael Bennis (2001) Selling Scotland: towards an intercultural approach to export marketing involving differentiation on the basis of "Scottishness". PhD thesis, University of Glasgow.

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Abstract

This dissertation examines opportunities for Scottish exporters to differentiate in target markets overseas on the basis of their Scottishness. Findings include: 1. ultimately, identity is largely conferred by others, rather than being shaped by assertions on one's own behalf; 2. definitional experiences of "Scottishness" may frequently be derived from and mediated by determinants that lie outwith Scotland; 3. constructed identifications of key or core Scottish values, by their syncretism, present impoverished views of Scotland; 4. "culture of origin" is a more productive concept than "country-of-origins". Opportunities are seen to establish a widely applicable methodology to add value in export markets.

Item Type: Thesis (PhD)
Qualification Level: Doctoral
Subjects: H Social Sciences > HF Commerce
Colleges/Schools: College of Arts > School of Critical Studies
Funder's Name: UNSPECIFIED
Supervisor's Name: Cowan, Prof. Ted and Taggart, Prof. James
Date of Award: 2001
Depositing User: Angi Shields
Unique ID: glathesis:2001-4495
Copyright: Copyright of this thesis is held by the author.
Date Deposited: 23 Jul 2013 10:04
Last Modified: 23 Jul 2013 10:04
URI: http://theses.gla.ac.uk/id/eprint/4495

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