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Nation brands and competitive collaboration

Nation brands and competitive collaboration

Aparna Dutt Sharma, Chief Executive Officer, IBEF

Mar 31, 2014 11:33 AM

Last week I attended the Better Business Summit on the invitation of the Government of Bhutan. This was the first of its kind hosted by Bhutan, which facilitated extremely candid discussions on competitive collaboration and in context increasing FDI, the World Bank's Ease of Doing Business indexation, entrepreneurship, innovation, Gross National Happiness, education - a range of topics on which professors, scientists, economists, entrepreneurs, government and business leaders from Bhutan and across the world deliberated upon over three days.

The power of nation branding was the obvious theme of my presentation in accelerating competitiveness and FDI. It is interesting to note the sustainable development models being incubated in Bhutan by various organisations. The relevance of nation brands collaborating to create mutually beneficial sustainable development models came to the fore. For example, young Indian entrepreneurs could effectively collaborate and nurture enterprise in Bhutan. ICT and frugal innovations can find a range of applications in context, which again could be mutually advantageous. In other words, competitive collaboration deserves being explored as a dimension of nation brands. Given the kind of challenges that the world is faced relating to governance, environment, technology, health, education, inequitable wealth, it may be reasonable that nation brands do relevantly work towards bringing forth more resolutely collaborative models of development, which undeniably are there but need to build momentum.

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