Dr. Katariina Juusola is an Associate Professor at Ajman University, Department of Marketing. Dr. Katariina holds a Ph.D. and a M.Sc. in Economics and Business Administration from Finland. Her research focuses on nation branding and on interdisciplinary research on management education and internationalization of higher education and education policy. Dr. Katariina has had her research published in leading international academic journals in the fields of management and marketing, such as Academy of Management Learning & Education, Organization, Journal of Management Inquiry, and International Marketing Review. Her research has also sparked a publication in the Financial Times and has been featured in the press releases of the Academy of Management and in the Times Higher Education, which demonstrates its impact beyond academia. Her research has won prestigious international awards, such as “Outstanding Article of the year 2014 in Academy of Management Learning and Education” and “Best Critical Management Learning and Education Paper by Academy of Management, Critical Management Studies Division in 2016”.
Nation branding has gained increasing popularity among marketeers, academics, and practitioners during recent decades. However, awareness among multidisciplinary researchers has been raised in the recent past. The purposes of this conceptual study were to address the lack of research on the process of building a competitive identity for nation brands and to suggest the use of open innovation-based approaches, such as value co-creation, as new potential tools for such purposes. This study identifies, discusses, and evaluates two scientific models, the PERFA Framework and the Four Actions Framework, which were originally developed to increase value propositions in organizations, and applies them as suitable tools for nation branding in building a competitive identity. The authors argue that applying open innovation-based value co-creation frameworks will create a solid basis for competitive nation branding, as the method engages multiple stakeholders.