National Reputation: Concepts, Challenges and Approaches

Organizational reputation has been raised and explained by researchers in recent years. But theorizing of national reputation, as a new subject, is in its early stages. The aim of this study is to propose a conceptual model for national reputation. This model can be used as a template by policy makers and researchers in various fields, especially the economy and trade of Iran. The method used in this research is qualitative grounded theorization. In order to identify and define the concepts related to national reputation, the corresponding literature has been studied in the first step. In the next step, the national reputation model has been clarified through interviews with official executives, private sector executives and management professors, based on the grounded theory research method. In the end, the nation branding challenges and strategies are discussed for the implementation of the model.