Interview with Professor Can Seng Ooi, Copenhagen Business School

Today’s expert interview with Can Seng Ooi is the second time this year that we take you to Copenhagen, having previously interviewed Sebastian Zenker. From a place brand(ing) perspective, both Copenhagen and Denmark are intriguing cases due to their high recognition and regard internationally.

In this interview, Can Seng Ooi – Professor in International Business and Culture Industries at Copenhagen Business School and the director of the Center for Leisure and Culture Services – shares his thoughts on place branding both in Copenhagen and his native Singapore.

Learn about:

  • The different perspectives on the relationship between culture and place branding;
  • How place branding can help urban sustainability;
  • Which paradoxes any place branding exercise must deal with;
  • How Singapore has succeeded in increasing its profile;
  • Whether place branding research and practice differ between Europe and Asia;
  • The main challenges in place branding today.

Can Seng, you are a business professor at CBS but describe yourself as a sociologist and anthropologist – why?

I was trained as an anthropologist and sociologist at the National University of Singapore before I joined Copenhagen Business School. Over the years, I have managed to cross various disciplines and used different research methods in my work. The label I use depends on the situation and context. We call this situational identity.

I conduct research in a number of areas besides place branding. They include art worlds, tourism, urban sustainability and cross-cultural interaction. I teach mainly MBA classes on international business and corporate social responsibility.

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The Editorial Team

Hi there, we hope you've found this article useful. Want to stay up to date on latest place branding insights, stories and examples? Sign up for our free email newsletter! You might also be interested in our services. Have a question or suggestion? Get in touch!