The corporate soft power plays a very important role for the development of the organizational strength that can leverage the brand of a nation beyond the dynamics of politics.
Author
Mitrajit Biswas, O.P. Jindal Global University, Sonipat, Haryana, India.
Summary
In the world of the 21st century where despite the globalisation the world is fragmented arises a new challenge of defining the idea of citizenship. It is not just about your identity but most importantly the sense of security and belonginess. This is where the role of the corporate soft power plays a very important role for the development of the organizational strength that can leverage the brand of a nation beyond the dynamics of politics.
This is exactly what is emphasized in this chapter. The idea is now to keep it operating at a level where the focus can be put forth in terms of the future globalization role which has already been set for a long time. This can be seen in the terms of expanse of Samsung from South Korea, Apple-Google-Facebook-Amazon-Netflix from USA across the world using cultural soft power for national brand leverage which has been evolving over time.
Published in: Global Perspectives on Soft Power Management in Business
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