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From Paradise to Brand: Liechtenstein?s Metaphorical Struggle with Globalisation.
From Paradise to Brand: Liechtenstein?s Metaphorical Struggle with Globalisation.
- Source :
-
Conference Papers -- International Studies Association . 2007 Annual Meeting, p1-31. 0p. - Publication Year :
- 2007
-
Abstract
- There is growing consensus in IR that metaphors matter in international politics. Drawing on Liechtenstein?s experience, this paper shows that states? struggle with the challenges of globalisation has an important metaphorical dimension: Liechtenstein has long held the reputation of a financial haven, tax oasis and money-laundering paradise ? and enjoyed the economic benefits. However, at the end of the 1990s the country was put on blacklists by the OECD and FATF. The result was considerable reputational damage. To repair its image Liechtenstein hired PR-experts. They suggested to dump the old metaphors and view the country in the light of a new metaphor instead ? as a brand. In consequence, marketing and advertising methods became the central tools of Liechtenstein?s foreign policy. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]
- Subjects :
- *INTERNATIONAL relations
*GLOBALIZATION
*REPUTATION
Subjects
Details
- Language :
- English
- Database :
- Academic Search Index
- Journal :
- Conference Papers -- International Studies Association
- Publication Type :
- Conference
- Accession number :
- 26958605