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Title: Selling Scotland : towards an intercultural approach to export marketing involving differentiation on the basis of "Scottishness"
Author: Paterson, Michael Bennis
ISNI:       0000 0001 3476 8470
Awarding Body: University of Glasgow
Current Institution: University of Glasgow
Date of Award: 2001
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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.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: HF Commerce