Den önskvärda svenskheten. En studie om bilden av Sverige ur ett statligt perspektiv.
We have extended our knowledge about the complexity that exists in the marketing of countries. With sweden.se as a case, we have investigated how nation branding is actually managed from a sender perspective. We have analysed which desirable values the Swedish public organization NSU (National Board for Promotion of Sweden Abroad) communicate through the website sweden.se. The results we have ar