Branding European Union: a stakeholder-based view to interpret European identity crisis
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Ημερομηνία
2018-04-25
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This dissertation was written as part of the MSc in
Management
at the International
Hellenic University.
In the present study
,
the issues of
identities
and
branding ideas
are examined
under the prism of the current European crisis. The European crisis is
mainly
characterised
as an identity crisis, since the economic recession
revealed
many divisive
incisions within the vague borders of the European Union.
Research questions that arise
upon this review might be the following:
-
There are certain elements that constitute a strong identity and motivate
people to
act. What is the content of the European idea that could built such
interrelations to activate a European identity and a common sense of
belonging?
-
Which are the main internal and external stakeholders that act in such a
context? How do those actors inter
relate and what are their capabilities to
act effectively in the internal and the global environment?
-
What is the strength
and efficiency
of the means
that EU uses to empower
the European identity? How are those co
-
exist with the corresponding
national ones?
-
How the changing demographics in Europe affect the communication of
European culture to the existing and new stakeholders?
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Λέξεις-κλειδιά
Branding, European Union, Identity crisis