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