Can Seng Ooi in this interview shares his thoughts on place branding practices in Copenhagen and his native Singapore and the links between city branding, culture and sustainability.
- 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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