The role of cultural diplomacy in nation branding

Abstract

Purpose

The purpose of this paper is to emphasise the importance of effective cultural diplomacy in increasing influence abroad, both commercially and politically. It covers the institutions used to advance cultural diplomacy and focuses on their use in nation branding as a form of “soft power”.

Design/methodology/approach

Review of the various key institutions involved, with examples.

Findings

Increasing use of cultural diplomacy by companies and nations to enhance their profile to assist in gaining competitive advantage in exports, foreign trade, attracting inward investment and tourism. Emphasises its value and methods as an important part of training and development.

Research limitations/implications

Selective review of recent good practice.

Practical implications

Highlights key areas of success and also examines areas where success has been tempered by altered circumstances at a later date.

Originality/value

The review is backed by critical examination and analysis of the recent use of institutions involved.

Citation

Hurn, B.J. (2016), "The role of cultural diplomacy in nation branding", Industrial and Commercial Training, Vol. 48 No. 2, pp. 80-85. https://doi.org/10.1108/ICT-06-2015-0043