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National Image and Competitive Advantage
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Following the success of its predecessor, the second edition of 'National Image & Competitive Advantage' by Guest Professor Eugene D. Jaffe (Department of Marketing) and Associate Professor Israel D. Nebenzahl updates and broadens the scope from 'country image' to 'place branding.'
Many new studies have emerged since the first edition was published by CBS Press in 2001, and they are integrated in the new edition.
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The second edition is still aimed at three audiences:
- Students of international marketing and business courses as a supplement to global product and advertising strategy;
- International marketing managers;
- And to those industry and government officials who must deal with the problems of creating and maintaining a country’s national image.
Questions: Eugene D. Jaffe, tel. +45 3815 2889
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Make a reservation of the book in CBS Library
Eugene D. Jaffe and Israel D. Nebenzahl: National Image and Competitive Advantage, CBS Press. 2006.
From reviews:
"The original edition of "National Image and Competitive Advantage" was the most comprehensive volume on country-of-origin effect and nation branding at its release. This second edition brings Jaffe and Nebenzahl's research bang up-to-date, with important additions in the area of nation branding that are founded in the authors' rigorous academic background. It remains unbeatable as a book dealing with how national image impacts on the marketing of products and services and, indeed, entire nations".
Jack Yan, CEO, Jack Yan & Associates
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"When the first edition of this book was published in 2001, I noted that it covers a lot of territory on a very important topic. Since then, interest and knowledge in the core themes that the book addresses have almost literally 'exploded', and so this new edition is a welcome step forward - indeed, several welcome steps and very much forward. The content is expanded and improved in many significant ways, of which two stand out head-and-shoulders above the rest: The broadening of coverage to include 'places' other than at the nation level, and, perhaps far more importantly, the new chapter on 'monetizing' country image based on the brand equity concept.
Arguably, the ability to express image in monetary terms is one of the most significant challenges facing places today, as they pour millions into improving their perceived competitiveness without, so far, being able to measure the return on their investment. That such significant advances are found in this new edition is not surprising, if one considers the authors: Not only are they among the best-known and most prolific writers in this field, as I had noted for the first edition, but also fully up to date with evolving needs in research and practice and able to truly advance knowledge of immediate practical and theoretical value through new research. I have no question in my mind that this second edition will quickly become a must read in the worlds of government, business, and academia".
Professor Nicolas Papadopoulos, Carleton University, Canada
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Sidst opdateret af Insights@CBS 27.4.2006 | april - 2006, nr. 20
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