IKEA in Indonesia: The Synergy of Swedish Public Diplomacy and Nation Branding

Authors

DOI:

https://doi.org/10.22219/sospol.v6i1.11170

Keywords:

IKEA, Indonesia, Nation-branding, Public diplomacy, Swedia.

Abstract

Public diplomacy and nation-branding are two popular concepts and closely related to diplomacy activities by both state and non-state actors. Szondi discusses the possible inter-connections of the two concepts and formulates understanding on how his concept can help to explain the various attempts of both state and non-state actors in achieving national interest. The unit analysis of this study is Sweden as state actor and IKEA as multi-national corporation. The existence of IKEA as company with its global-popular brand has becoming concerns for further research particularly on how IKEA brand as the instrument to supports Sweden’s public diplomacy. This study aims to analyze Swedish public diplomacy and nation-branding in Indonesia through the IKEA brand as the case study and by using the model of public diplomacy and nation-branding proposed by Szondi. The study uses qualitative method with data collection carried out through documentation studies from 2014-2018. The findings indicate that the IKEA brand has unique characteristics. In Szondi’s model, IKEA brand positioned in the incision between the area of public diplomacy activities and the area of nation-branding, which is described by Szondi as the fourth model. Through the IKEA brand, there is a synergy between Swedish public diplomacy activities and its nation- branding strategy. The IKEA brand has succeeded not only in the promotion of its products or companies, but also contributed to a positive image and reputation of Sweden and, increase social and economic engagement with Indonesia.

Downloads

Download data is not yet available.

Author Biographies

Anggia Valerisha, Universitas Katolik Parahyangan

Lecturer at the Department of International Relations

In 2017, Parahyangan Catholic University (Unpar) proved itself as one of the best private universities in Indonesia. In university rankings throughout Indonesia released by the Ministry of Research, Technology and Higher Education (Kemenristek Dikti) some time ago, Unpar was re-entered into the list of 100 best non-polytechnic colleges in Indonesia. In fact, based on the rating, Unpar became the best private university in West Java Province.

Based on clustering and ranking in 2017, Unpar is categorized as a cluster two university, ranked 34th nationally. When compared with non-polytechnic private universities in Indonesia, Unpar is now ranked 4th nationally. For three years in a row, Unpar has been the best private university in the western part of Indonesia (West Java, DKI Jakarta and Banten, also Sumatera).

 

Raden Fahrizal Ahadisuryo, Universitas Katolik Parahyangan

Graduated Bachelor

References

Ahadisuryo, R. F. (2018). Upaya Nation Branding Swedia oleh IKEA di Indonesia [Parahyangan Catholic University]. https://doi.org/http://hdl.handle.net/123456789/8402

Anholt, S. (1998). Nation-Brands of the Twenty-First Century. Journal of Brand Management, 5(1), 395–406. https://www.semanticscholar.org/paper/Nation-brands-of-the-twenty-first-century-Anholt/b484bc436f3ec3caa6e2745fb6ef0e7b6ea66655

Anholt, S. (2010). Places: Identity, Image and Reputation. Palgrave Macmillan.

Anholt, S. (2013). Beyond the Nation Brand: The Role of Image and Identity in International Relations. Exchange: The Journal of Public DIplomacy, 2(1), 6–12. https://surface.syr.edu/exchange/vol2/iss1/1

Antara News. (2017). Indonesia, Sweden Sign Three Agreements. https://en.antaranews.com/news/111036/indonesia-sweden-sign-three-agreements

BBC News. (2018). Sweden Country Profile. BBC. https://www.bbc.com/news/world-europe-17955808

Business Sweden. (2019). Business Sweden. http://business-sweden.se

Country Economy. (2019). Sweden Profile. www.countryeconomy.com

Cull, N. J. (2006). “Public Diplomacy” Before Gullion: The Evolution of a Phrase. USC Centre on Public Diplomacy.https://www.uscpublicdiplomacy.org/blog/public-diplomacy-gullion-evolution-phrase

Cull, N. J., & Sadlier, D. J. (Darlene J. (2009). Public Diplomacy : Lessons from the Past (N. J. Cull (ed.)). Figueroa Press.

Datantify. (2018). Swedish Global Brands. www.datantify.com

Efe, S. (2017). Public Diplomacy and The Implementation of Foreign Policy in the US, Sweden and Turkey. Palgrave Macmillan. https://doi.org/10.1007/978-3-319-49334-3

Effendi, T. D. (2013). Diplomasi Publik sebagai Pendukung Hubungan Indonesia-Malaysia. Jurnal Ilmiah Hubungan Internasional, 9(1), 46–61.

Fan, Y. (2010). Branding the nation: Towards a better understanding. Journal of Place Branding and Public Diplomacy, 6, 97–103. https://doi.org/10.1057/pb.2010.16

Goodman, M. B. (2006). The Role of Business in Public Diplomacy. Journal of Business Strategy, 27(3), 5–7. https://doi.org/10.1108/02756660610663763

Hapsoro, B. (2019). Furthering Indonesia-Sweden Good Relations (Opinion). The Jakarta Post.

Hennida, C. (2009). Diplomasi Publik dalam Politik Luar Negeri. Jurnal Masyarakat, Kebudayaan Dan Politik, XXII(1), 17–23.

IKEA. (2019a). About Us: IKEA. www.ikea.com

IKEA. (2019b). IKEA Indonesia. www.ikea.co.id

Kaneva, N. (2011). Nation Branding: Toward an Agenda for Critical Research. International Journal of Communication, 5(0), 25.

Kementerian Luar Negeri RI. (2019). Indonesia-Sweden. www.kemlu.go.id

Leonard, M., Stead, C., Smewing, C., & Foreign Policy Centre (London, E. (2002). Public Diplomacy. Foreign Policy Centre. http://www.fpc.org.uk

Nye, J. S. (2004). Soft Power: The Means to Success in World Politics.

Olle Wastberg. (2009). The Brand Symbiosis of Sweden and IKEA. https://nation-branding.info/2009/07/08/brand-symbiosis-sweden-ikea/

Perrson, J. (2017). Sweden and Indonesia Signs Defence MoU. Scandasia. https://scandasia.com/sweden-and-indonesia-signs-defence-mou/

Rosi, A. (2017). Swedish Nation Branding in Crisis: A study on the Swedish Nation Branding Strategy and the Migration Crisis’ Impact. Uppsala Universiteit.

Speirs, A. (2017). An Interview with H.E. Johanna Brismar-Skoog. Now Jakarta. https://nowjakarta.co.id/people/now-people/an-interview-with-h-e-johanna-brismar-skoog-ambassador-of-sweden-to-indonesia

Sweden Government. (2019). Sweden Government. https://www.government.se

Sweden Ministry for Foreign Affairs. (2005). Images of Sweden Abroad - A Study of the Changes, The Present Situation and Assessment Methods. www.imagebank.sweden.se

Szondi, G. (2008). Public Diplomacy and Nation Branding: Conceptual Similarities and Differences.

Teslik, L. H. (2007). Nation Branding Explained. Council of Foreign Relations. https://www.cfr.org/backgrounder/nation-branding-explained

The Swedish Institute. (2019). The Swedish Institute. https://www.si.se

U.S. Department of State in Public Diplomacy Alumni Association. (1987). Dictionary of International Relations Terms; What is Public Diplomacy? http://www.publicdiplomacy.org/1.htm

Wang, J. (2006). Public Diplomacy and Global Business. Journal of Business Strategy, 27(3), 41–49. https://doi.org/10.1108/02756660610663826

Downloads

Published

2020-06-05

How to Cite

Valerisha, A., & Ahadisuryo, R. F. (2020). IKEA in Indonesia: The Synergy of Swedish Public Diplomacy and Nation Branding. Sospol, 6(1), 85–97. https://doi.org/10.22219/sospol.v6i1.11170