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.

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 & Humanities > School of Critical Studies
• 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: https://theses.gla.ac.uk/id/eprint/4495