Nation branding as sustainability governance: a comparative case analysis

Meri-Maaria Frig, Ville-Pekka Sorsa

Research output: Contribution to journalArticleScientificpeer-review

23 Citations (Scopus)


The role of governments in business and society research has remained underexplored, and recent studies have called for further investigations of mechanisms of government intervention. In response to this call, this paper studies how nation branding communication can govern businesses toward sustainability by providing qualifications for sustainable business, legitimizing these qualifications, and attaching national aspirations to business conduct that meets these qualifications. A comparative exploratory analysis of the nation branding materials of Denmark and Finland shows that while the two nations qualify business sustainability in similar ways, differences exist in the legitimization of business sustainability and the national aspirations attached to sustainable business conduct. Both countries emphasize principles of efficiency and renewability in their sustainability qualifications. However, while Finland clearly seeks to attract firms to the local business environment to increase exports and improve the local economy, Denmark ascribes more heterogeneous value to sustainable business.
Original languageEnglish
Peer-reviewed scientific journalBusiness & Society
Number of pages30
Publication statusPublished - 20.02.2018
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management


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