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Developing the Country Brand of Taiwan from the Perspective of Exports

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  • Chun-An Chen
  • Shang-Ru Lee

Abstract

People are familiar with the concept of product branding, but the concept of nation branding has just emerged in recent years. It is a significant forward-thinking trend. The related researches about nation branding are relatively few. The scopes include exports, governance, culture, people, tourism, immigration and investment. Taiwan is an island country that is lacking in natural resources, so international trade is very important. The purpose of this study is to explore the suitable export products to develop Taiwan's brand as a nation. This study is analyzed using a two-stage method. The first stage uses the Fuzzy Delphi method to screen items. Then we used the Fuzzy AHP method to evaluate the weights of items. The results showed that the important items are "IC design", "smart phone", and "nanotechnology products". The Taiwan government can make the development strategy about nation branding based on these products.

Suggested Citation

  • Chun-An Chen & Shang-Ru Lee, 2013. "Developing the Country Brand of Taiwan from the Perspective of Exports," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(9), pages 1223-1236.
    • Handle: RePEc:asi:ajoerj:v:3:y:2013:i:9:p:1223-1236:id:3606
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    Cited by:

    1. Adel Rafieyan & Hadi Sarvari & Daniel W. M. Chan, 2022. "Identifying and Evaluating the Essential Factors Affecting the Incidence of Site Accidents Caused by Human Errors in Industrial Parks Construction Projects," IJERPH, MDPI, vol. 19(16), pages 1-15, August.
    2. Tseng, Ming-Lang & Wu, Kuo-Jui & Chiu, Anthony SF. & Lim, Ming K. & Tan, Kimhua, 2018. "Service innovation in sustainable product service systems: Improving performance under linguistic preferences," International Journal of Production Economics, Elsevier, vol. 203(C), pages 414-425.
    3. Chen, Chun-An, 2016. "How can Taiwan create a niche in Asia's cruise tourism industry?," Tourism Management, Elsevier, vol. 55(C), pages 173-183.
    4. Tseng, Ming-Lang & Wu, Kuo-Jui & Chiu, Anthony SF. & Lim, Ming K. & Tan, Kimhua, 2019. "Reprint of: Service innovation in sustainable product service systems: Improving performance under linguistic preferences," International Journal of Production Economics, Elsevier, vol. 217(C), pages 159-170.

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