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The Sociotechnical Approach to Nation Branding (2.8)

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The Sociotechnical Approach to Nation Branding (2.8) A New Framework: The Sociotechnical Approach to Nation Branding Ruth MacKrell A thesis submitted in partial fulfilment of the requirements of Liverpool John Moores University for the degree of Doctor of Philosophy May 2013 Acknowledgements First and foremost, I would like to thank my supervisor, Dr. Michel Leseure. It has been nothing short of an honour learning with you. Not only have you made my PhD experience productive and stimulating, but have also (inadvertently) improved my French. Your constant encouragement, belief in me, and kindness will never be forgotten. For this, in addition to a multitude of other reasons, I would like to thank you for being my mentor, but moreover, for being my friend. Secondly, my deepest gratitude goes to Kate, who as a truly valued friend and confidante, has always been a great source of motivation, laughter, inspiration and support. Your confidence in me has been a tremendous source of strength- for this I will forever be grateful. I would also like to thank Dr Yvonne Moogan, Dr Gloria Miller, Chris and Joan Robertshaw for their invaluable advice, for always leaving their doors open for me and providing me with new opportunities. Finally, I would like to thank James for never failing to provide me with much needed distraction and for always making me smile. To my wonderful parents, who in addition to actively encouraging me to realise my potential throughout my life, have never faltered in their moral (and financial) support. Sapere aude! December 2012. 2 Dedication If roses grow in heaven, Lord please pick a bunch for me, Place them in my Mother's arms and tell her they're from me. Tell her I love her and miss her, and when she turns to smile, place a kiss upon her cheek and hold her for awhile. Because remembering her is easy, I do it every day, but there's an ache within my heart that will never go away. Anonymous 3 Abstract This research applies the principles of alignment and collaboration of technical and social systems to assess if the principles of Sociotechnical Systems Theory advance the theory and practice of nation branding. Following a mixed-method and mixed-model approach, using interviews, questionnaire and documentary evidence the aim of this work is to empirically investigate if the Isle of Man’s nation brand is affected by sociotechnical alignment in its creation, implementation and outcomes. The findings evidence how deficiency in branding know-how, the usage of incorrect tools in the production of the nation brand and the neglect of the brand’s social system leads misalignment in both technical and social systems; ultimately affecting the outcomes of the nation brand. Through these findings, this research has important implications for the filed of nation branding by confirming that the principles of sociotechnical theory can advance both the theory and practice of nation branding. This is achieved through facilitating transparency, democracy and expediting coherence, synergy and civic engagement with the nation brand. In terms of originality and contribution to knowledge, this work represents the first application of sociotechnical theory to nation branding and demonstrates that a nation brand is a sociotechnical system where distinct forms of technical and socio misalignment exist. It also uncovers the relationship between forms of nation branding sociotechnical misalignment and how as a consequence of these links, variants of misalignment combine to create other forms of misalignment within the nation brand’s sociotechnical system. 4 Table of Contents Chapter 1: Introduction .............................................................................................................................. 16 Introduction to Chapter ............................................................................................................................. 16 1.2 Research Context ................................................................................................................................... 16 1.3 Theoretical Context .............................................................................................................................. 19 1.3.1 Sociotechnical Theory ........................................................................................................................................... 19 1.3.2 Nation Branding as a Sociotechnical System ............................................................................................. 20 1.3.2.1 Technical System ................................................................................................................................... 21 1.3.2.2 Social System........................................................................................................................................... 21 1.4 The Isle of Man’s Nation Brand ......................................................................................................... 22 1.5 Research Aims and Objectives .......................................................................................................... 23 1.5.1 Research Objectives ................................................................................................................................................ 23 1.6 Justification for Research ................................................................................................................... 24 Chapter 2: Literature Review ................................................................................................................... 25 2.1 Introduction to Chapter ...................................................................................................................... 25 2.2 Conceptual Perspectives on the Nation brand ............................................................................ 25 2.3 Tenets of Nation Branding ................................................................................................................. 27 2.3.1 Phase 1: The Primary Audit ................................................................................................................................ 28 2.3.2 Phase 2: Objective Development ....................................................................................................................... 30 2.3.3 Phase 3: Determine Inputs .................................................................................................................................. 31 2.3.4 Phase 4: The Branding Process ......................................................................................................................... 33 2.3.5 Phase 5: Outputs ...................................................................................................................................................... 36 2.3.5.1 Brand Equity ........................................................................................................................................... 36 2.3.5.2 The Virtuous Cycle ................................................................................................................................ 37 5 2.4 The Sociotechnical Approach and tenets of Sociotechnical Theory ................................... 38 2.4.1 Sociotechnical Approach ...................................................................................................................................... 38 2.4.2 Sociotechnical Theory ........................................................................................................................................... 39 2.5 The Nation Brand as a Sociotechnical System............................................................................. 43 2.6 The Technical Systems Perspective ................................................................................................ 43 2.7 The Social System Perspective ......................................................................................................... 46 2.8 Application of Approach ..................................................................................................................... 49 2.8.1 Phase 1: The Primary Audit ................................................................................................................................ 49 2.8.2 Phase 2: Objectives .................................................................................................................................................. 50 2.8.3 Phase 3: Inputs .......................................................................................................................................................... 52 2.8.4 Phase 4: Processes ................................................................................................................................................... 53 2.8.5 Phase 5: Outputs ...................................................................................................................................................... 54 2.9 Conclusion to Chapter .......................................................................................................................... 55 Chapter 3: Methodology ............................................................................................................................. 58 3.1 Introduction to Chapter ...................................................................................................................... 58 3.2 Methodology ...........................................................................................................................................
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