THE ROLE OF STRATEGIC MANAGEMENT IN ENHANCING A COUNTRY’S INTERNATIONAL IMAGE: THE CASE OF SWITZERLAND
DOI:
https://doi.org/10.5281/zenodo.19641174Keywords:
Strategic Management; International Image; Nation Branding; Structural Equation Modeling (SEM); Policy Coherence; Public Diplomacy; Switzerland.Abstract
Due to increasing globalization pressures in the functioning of modern states, national development has been
significantly influenced by the expansion of international markets and the advancement of communication technologies
and policy frameworks. This study aims to contribute to the understanding of international image formation by examining
how governments employ strategic management practices and policy tools to shape global perceptions. In particular, the
research explores the strategic management mechanisms implemented in Switzerland and their contribution to national
image development.
The study is based on primary data collected through questionnaire surveys conducted among international stakeholders,
supported by the analysis of multiple indicators. The findings suggest that strategic policies and tools perform multiple
complementary roles, including governance enhancement, reputation building, institutional and policy learning, and
shaping global perceptions. Furthermore, stakeholders demonstrate diverse approaches to the use of strategic tools,
including both proactive engagement and adaptive responses.
The study highlights the importance of adopting an integrated strategic management perspective that enhances
stakeholder awareness and supports policymakers in understanding perception dynamics across different contexts. The
results provide a practical framework for strengthening international image positioning and demonstrate that strategic
approaches may vary depending on institutional and environmental conditions.
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