Stakeholder Relationship Mapping for Nation Branding: the role of Italian Cultural Institutes

Purpose - This study aims to investigate the role of cultural institutions as key stakeholders in a nation branding network, proposing a longitudinal study to map the relationships within the cultural network and thus filling a gap in the literature on stakeholder identification and mapping for nation branding. Methodology - Based on a qualitative multi-study parallel approach, data collection combines case study analysis with archival research and in-depth, semi-structured interviews. Thematic coding and the interpretative framework adopted helped to analyse the data in order to map network relationships. Specifically, the selected context refers to the local network of the Italian Cultural Institutes in Sweden (based in Stockholm). Findings - The Cultural Institutes, in the context examined, emerge as a potential key stakeholder for a nation branding strategy. Given its specific mission and unique position at the crossroads between its country of origin, the host country, and citizens, it acts as a stakeholder selector and relationship enabler: a key role within the national brand relationship network. Contribution - Although stakeholder engagement has been extensively studied in the context of nation branding, the understanding of how to identify and map stakeholder relationships is relatively limited. This study proposes a relational approach to map stakeholder networks, distinct from the traditional functional approach, with the aim of highlighting the roles of stakeholders in a network to develop nation branding in its cultural dimension. Implications - The research fills a theoretical gap by exploring the role of cultural institutions in nation branding. Furthermore, it offers practical implications to guide policymakers in designing a nation branding map with an emphasis on relationships linked to the cultural dimension. In addition to central stakeholders and strong ties, it is important for policymakers to consider peripheral stakeholders and weak ties, especially in contexts characterised by high uncertainty.