IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v122y2021icp131-144.html
   My bibliography  Save this article

Nation branding as a market-shaping strategy: A study on South Korean products in Vietnam

Author

Listed:
  • Nguyen, Arthur
  • Özçaglar-Toulouse, Nil

Abstract

This paper focuses on a topic that has been largely overlooked in the contemporary marketing literature: the role of the state in shaping markets. While a growing body of research offers alternative perspectives about markets from the neoclassical perspective, it ignores the degree of embeddedness of the state in markets. In view of this theoretical gap, we investigate the market-shaping activities of states in emerging economies. Our context is the creation of a Korean cultural product market in Vietnam. Based on a document analysis of the nation branding projects of Korea and Vietnam, we investigate how these states are involved in shaping Vietnamese markets for Korean cultural products through their international and national activities. The findings reveal that whereas the Korean state is mobilizing and building diplomatic ties to promote the Korea’s image in Vietnam through its cultural products, the Vietnamese state profits from these products for its East Asian oriented cultural policy. Three actions are being taken by the Vietnamese state: (1) controlling the distribution of Korean cultural products, (2) framing media producers’ and consumers’ behaviors, and (3) creating a network of collaboration between selected Korean and Vietnamese media producers. Through their nation branding practices, the Vietnamese and Korean states act as institutional entrepreneurs in shaping the Vietnamese market for Korean cultural products.

Suggested Citation

  • Nguyen, Arthur & Özçaglar-Toulouse, Nil, 2021. "Nation branding as a market-shaping strategy: A study on South Korean products in Vietnam," Journal of Business Research, Elsevier, vol. 122(C), pages 131-144.
    • Handle: RePEc:eee:jbrese:v:122:y:2021:i:c:p:131-144
    DOI: 10.1016/j.jbusres.2020.08.029
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320305397
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.08.029?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Markus Giesler, 2008. "Conflict and Compromise: Drama in Marketplace Evolution," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 739-753, August.
    2. Joel Hietanen & Joonas Rokka, 2015. "Market practices in countercultural market emergence," Post-Print hal-02313311, HAL.
    3. Laura Albareda & Josep Lozano & Tamyko Ysa, 2007. "Public Policies on Corporate Social Responsibility: The Role of Governments in Europe," Journal of Business Ethics, Springer, vol. 74(4), pages 391-407, September.
    4. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    5. Daiane Scaraboto & Eileen Fischer, 2013. "Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1234-1257.
    6. Nguyen, Nhat Nguyen & Özçaglar-Toulouse, Nil & Kjeldgaard, Dannie, 2018. "Toward an understanding of young consumers' daily consumption practices in post-Doi Moi Vietnam," Journal of Business Research, Elsevier, vol. 86(C), pages 490-500.
    7. Lionel Sitz, 2008. "Beyond semiotics and hermeneutics : Discourse analysis as a way to interpret consumers' discourses and experiences," Post-Print hal-02311730, HAL.
    8. Rasha Nasra & M. Tina Dacin, 2010. "Institutional Arrangements and International Entrepreneurship: The State as Institutional Entrepreneur," Entrepreneurship Theory and Practice, , vol. 34(3), pages 583-609, May.
    9. Julie Battilana & Bernard Leca & Eva Boxenbaum, 2009. "How actors change institutions : Towards a theory of institutional entrepreneurship," Post-Print hal-00576509, HAL.
    10. Robert H. Wade, 2018. "The Developmental State: Dead or Alive?," Development and Change, International Institute of Social Studies, vol. 49(2), pages 518-546, March.
    11. Wade, Robert H., 2018. "The developmental state: dead or alive?," LSE Research Online Documents on Economics 87356, London School of Economics and Political Science, LSE Library.
    12. Vargo, Stephen L. & Koskela-Huotari, Kaisa & Baron, Steve & Edvardsson, Bo & Reynoso, Javier & Colurcio, Maria, 2017. "A systems perspective on markets – Toward a research agenda," Journal of Business Research, Elsevier, vol. 79(C), pages 260-268.
    13. Pierre-Yann Dolbec & Eileen Fischer, 2015. "Refashioning a Field? Connected Consumers and Institutional Dynamics in Markets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1447-1468.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tsai, Fu-Sheng & Cabrilo, Sladjana & Chou, Hsin-Hui & Hu, Feng & Tang, Au Due, 2022. "Open innovation and SME performance: The roles of reverse knowledge sharing and stakeholder relationships," Journal of Business Research, Elsevier, vol. 148(C), pages 433-443.
    2. Nadia Zahoor & Francis Donbesuur & Arinze Christian Nwoba & Huda Khan, 2023. "Regional expansion of emerging market SMEs: the roles of domestic market environmental uncertainty and international alliance partner diversity," Asia Pacific Journal of Management, Springer, vol. 40(2), pages 613-643, June.
    3. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Painesis, Grigorios & Theodorakis, Ioannis G. & Kottika, Efthymia, 2022. "Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy," Journal of Business Research, Elsevier, vol. 139(C), pages 1240-1254.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    2. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    3. Diaz Ruiz, Carlos & Makkar, Marian, 2021. "Market bifurcations in board sports: How consumers shape markets through boundary work," Journal of Business Research, Elsevier, vol. 122(C), pages 38-50.
    4. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    5. Nicola Mountford & Susi Geiger, 2021. "Markets and institutional fields: foundational concepts and a research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 290-303, December.
    6. Pedeliento, Giuseppe & Bettinelli, Cristina & Andreini, Daniela & Bergamaschi, Mara, 2018. "Consumer entrepreneurship and cultural innovation: The case of GinO12," Journal of Business Research, Elsevier, vol. 92(C), pages 431-442.
    7. Benmecheddal, Ahmed & Nguyen, Arthur & Özçaglar-Toulouse, Nil, 2023. "The micro dynamics of participation in collective market work: The case of Community-Supported Agriculture in France," Journal of Business Research, Elsevier, vol. 157(C).
    8. Ghaffari, Mahsa & Jafari, Aliakbar & Sandikci, Ozlem, 2019. "The role of mundane and subtle institutional work in market dynamics: A case of fashion clothing market," Journal of Business Research, Elsevier, vol. 105(C), pages 434-442.
    9. Heiko Wieland & Nathaniel N. Hartmann & Stephen L. Vargo, 2017. "Business models as service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 925-943, November.
    10. Branstad, Are & Solem, Birgit A., 2020. "Emerging theories of consumer-driven market innovation, adoption, and diffusion: A selective review of consumer-oriented studies," Journal of Business Research, Elsevier, vol. 116(C), pages 561-571.
    11. Regany, Fatima & Benmecheddal, Ahmed & Belkhir, Meriam & Djelassi, Souad, 2021. "Conflicting coexistence of legitimation and delegitimation logics in a revived market: The case of a traditional clothing market," Journal of Business Research, Elsevier, vol. 123(C), pages 438-449.
    12. Wiart, Lucie & Özçağlar-Toulouse, Nil & Shaw, Deirdre, 2022. "Maintaining market legitimacy: A discursive-hegemonic perspective on meat," Journal of Business Research, Elsevier, vol. 144(C), pages 391-402.
    13. Vargo, Stephen L. & Koskela-Huotari, Kaisa & Baron, Steve & Edvardsson, Bo & Reynoso, Javier & Colurcio, Maria, 2017. "A systems perspective on markets – Toward a research agenda," Journal of Business Research, Elsevier, vol. 79(C), pages 260-268.
    14. Heiko Wieland & Angeline Nariswari & Melissa Archpru Akaka, 2021. "On managerial relevance: reconciling the academic-practitioner divide through market theorizing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 252-271, December.
    15. Gary Gereffi, 2020. "What does the COVID-19 pandemic teach us about global value chains? The case of medical supplies," Journal of International Business Policy, Palgrave Macmillan, vol. 3(3), pages 287-301, September.
    16. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    17. Hope Jensen Schau & Melissa Archpru Akaka, 2021. "From customer journeys to consumption journeys: a consumer culture approach to investigating value creation in practice-embedded consumption," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 9-22, June.
    18. Daniela Gabor, 2021. "The Wall Street Consensus," Development and Change, International Institute of Social Studies, vol. 52(3), pages 429-459, May.
    19. Münch, Florian Anselm & Scheifele, Fabian, 2023. "Nurturing national champions? Local content in solar auctions and firm innovation," Energy Policy, Elsevier, vol. 179(C).
    20. Francesco Polese & Debora Sarno & Orlando Troisi & Mara Grimaldi, 2018. "From B2B to A4A: An Integrated Framework for Viable Value Co-Creation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 135-161.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:122:y:2021:i:c:p:131-144. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.