Paterson, Michael Bennis (2001) Selling Scotland: towards an intercultural approach to export marketing involving differentiation on the basis of "Scottishness". PhD thesis http://theses.gla.ac.uk/4495/ Copyright and moral rights for this thesis are retained by the author A copy can be downloaded for personal non-commercial research or study, without prior permission or charge This thesis cannot be reproduced or quoted extensively from without first obtaining permission in writing from the Author The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the Author When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given Glasgow Theses Service http://theses.gla.ac.uk/
[email protected] Selling Scotland: towards an intercultural approach to export marketing involving differentiation on the basis of "Scottishness" by MICHAEL BENNIS PATERSON School of Scottish Studies (Faculty of Arts) University of Glasgow A thesis submitted to the University of Glasgow in March 2001 for the degree of Doctor of Philosophy. ABSTRACT Selling Scotland towards an intercultural approach to export marketing involving differentiation on the basis of "Scottishness" THIS dissertation examines opportunities for Scottish exporters to differentiate in target markets overseas on the basis of their Scottishness. Findings include: 1. ultimately, identity is largely conferred by others, rather than being shaped by assertions on one's own behalf; 2. definitional experiences of "Scottishness" may frequently be derived from and mediated by determinants that lie outwith Scotland; 3. constructed identifications of key or core Scottish values, by their syncretism, present impoverished views of Scotland; 4.