The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil?
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Conjuntura Austral |
Texto Completo: | https://seer.ufrgs.br/index.php/ConjunturaAustral/article/view/111411 |
Resumo: | This article seeks to understand the reasons of the efforts to promote the narrative of a technological and innovative Brazil abroad. The premise is that countries invest in public diplomacy and marketing initiatives, in order to improve the international insertion of technological products, services or processes, as well as the attraction of foreign investments and qualified workers. The purpose of the research is to highlight the constraints and strengths of Brazilian public diplomacy in order to achieve the goal of developing the country brand related to the technological sector. This is an exploratory research, which resorts to the specialized bibliography and to the assessment of the strategies adopted by five countries (Estonia, India, Sweden, Switzerland and the United Kingdom), for illustrative purposes, to better understand the problem. It was concluded that, in order to achieve such objective, the work performed by the Chancellery is not enough. All government agencies, at federal, state and municipal levels, and preferably also business and civil society should be involved. This work suggests that SICOM should concentrate the decision-making process and initiatives related to the country-branding of Brazil, including the technology component. |
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The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil?O desenvolvimento da marca de um país: é possível estimular o reconhecimento internacional de um Brasil tecnológico e inovador?KeywordsPublic diplomacyCountry brandingTechnology promotionDiplomacia públicaMarca-paísPromoção tecnológicaThis article seeks to understand the reasons of the efforts to promote the narrative of a technological and innovative Brazil abroad. The premise is that countries invest in public diplomacy and marketing initiatives, in order to improve the international insertion of technological products, services or processes, as well as the attraction of foreign investments and qualified workers. The purpose of the research is to highlight the constraints and strengths of Brazilian public diplomacy in order to achieve the goal of developing the country brand related to the technological sector. This is an exploratory research, which resorts to the specialized bibliography and to the assessment of the strategies adopted by five countries (Estonia, India, Sweden, Switzerland and the United Kingdom), for illustrative purposes, to better understand the problem. It was concluded that, in order to achieve such objective, the work performed by the Chancellery is not enough. All government agencies, at federal, state and municipal levels, and preferably also business and civil society should be involved. This work suggests that SICOM should concentrate the decision-making process and initiatives related to the country-branding of Brazil, including the technology component.Este artigo analisa as razões de esforços empreendidos para promover a narrativa de um Brasil tecnológico e inovador no exterior. A premissa é de que países investem em iniciativas de diplomacia pública e marketing a fim de melhorar a inserção internacional de produtos, serviços ou processos tecnológicos, bem como a atração de investimentos e mão de obra qualificada estrangeiros. O propósito da pesquisa é o de identificar limitações e fortalezas da diplomacia pública brasileira para se alcançar o desenvolvimento da marca-país no setor de tecnologia. Trata-se de pesquisa exploratória, que recorre à análise de bibliografia especializada e de estratégias adotadas por cinco países (Estônia, Índia, Suécia, Suíça e Reino Unido), para fins ilustrativos, com vistas à compreensão do problema. Concluiu-se que para que se atinja esse objetivo a atuação da Chancelaria não é suficiente. Todos os órgãos do governo, em níveis federal, estadual e municipal e, de preferência, também do empresariado e da sociedade civil deveriam estar envolvidos. Este trabalho sugere que o SICOM concentre o processo decisório da formulação e implementação da política da marca-Brasil, inclusive do componente tecnológico.UFRGS2021-04-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://seer.ufrgs.br/index.php/ConjunturaAustral/article/view/11141110.22456/2178-8839.111411Conjuntura Austral; Vol. 12 No. 58 (2021); 63 - 76Conjuntura Austral; Vol. 12 Núm. 58 (2021); 63 - 76Conjuntura Austral; v. 12 n. 58 (2021); 63 - 762178-8839reponame:Conjuntura Australinstname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/ConjunturaAustral/article/view/111411/61588Copyright (c) 2021 Luis Fernando Corrêa da Silva Machadoinfo:eu-repo/semantics/openAccessMachado, Luis Fernando Corrêa da Silva2021-04-29T18:51:18Zoai:seer.ufrgs.br:article/111411Revistahttps://seer.ufrgs.br/ConjunturaAustralPUBhttps://seer.ufrgs.br/ConjunturaAustral/oaiconjunturaaustral@ufrgs.br||reisdasilva@hotmail.com||nerint@ufrgs.br||andre.reis@ufrgs.br2178-88392178-8839opendoar:https://seer.ufrgs.br/ConjunturaAustral/oaihttps://seer.ufrgs.br/ConjunturaAustral/oai2021-04-29T18:51:18Conjuntura Austral - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil? O desenvolvimento da marca de um país: é possível estimular o reconhecimento internacional de um Brasil tecnológico e inovador? |
title |
The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil? |
spellingShingle |
The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil? Machado, Luis Fernando Corrêa da Silva Keywords Public diplomacy Country branding Technology promotion Diplomacia pública Marca-país Promoção tecnológica |
title_short |
The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil? |
title_full |
The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil? |
title_fullStr |
The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil? |
title_full_unstemmed |
The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil? |
title_sort |
The development of country-branding: Is it possible to stimulate the international recognition of a technological and innovative Brazil? |
author |
Machado, Luis Fernando Corrêa da Silva |
author_facet |
Machado, Luis Fernando Corrêa da Silva |
author_role |
author |
dc.contributor.author.fl_str_mv |
Machado, Luis Fernando Corrêa da Silva |
dc.subject.por.fl_str_mv |
Keywords Public diplomacy Country branding Technology promotion Diplomacia pública Marca-país Promoção tecnológica |
topic |
Keywords Public diplomacy Country branding Technology promotion Diplomacia pública Marca-país Promoção tecnológica |
description |
This article seeks to understand the reasons of the efforts to promote the narrative of a technological and innovative Brazil abroad. The premise is that countries invest in public diplomacy and marketing initiatives, in order to improve the international insertion of technological products, services or processes, as well as the attraction of foreign investments and qualified workers. The purpose of the research is to highlight the constraints and strengths of Brazilian public diplomacy in order to achieve the goal of developing the country brand related to the technological sector. This is an exploratory research, which resorts to the specialized bibliography and to the assessment of the strategies adopted by five countries (Estonia, India, Sweden, Switzerland and the United Kingdom), for illustrative purposes, to better understand the problem. It was concluded that, in order to achieve such objective, the work performed by the Chancellery is not enough. All government agencies, at federal, state and municipal levels, and preferably also business and civil society should be involved. This work suggests that SICOM should concentrate the decision-making process and initiatives related to the country-branding of Brazil, including the technology component. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-04-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/ConjunturaAustral/article/view/111411 10.22456/2178-8839.111411 |
url |
https://seer.ufrgs.br/index.php/ConjunturaAustral/article/view/111411 |
identifier_str_mv |
10.22456/2178-8839.111411 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/ConjunturaAustral/article/view/111411/61588 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Luis Fernando Corrêa da Silva Machado info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Luis Fernando Corrêa da Silva Machado |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
UFRGS |
publisher.none.fl_str_mv |
UFRGS |
dc.source.none.fl_str_mv |
Conjuntura Austral; Vol. 12 No. 58 (2021); 63 - 76 Conjuntura Austral; Vol. 12 Núm. 58 (2021); 63 - 76 Conjuntura Austral; v. 12 n. 58 (2021); 63 - 76 2178-8839 reponame:Conjuntura Austral instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
Conjuntura Austral |
collection |
Conjuntura Austral |
repository.name.fl_str_mv |
Conjuntura Austral - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
conjunturaaustral@ufrgs.br||reisdasilva@hotmail.com||nerint@ufrgs.br||andre.reis@ufrgs.br |
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