EFFECTIVE STRATEGIES: COUNTRY BRANDING AND THE PATH TO SUCCESS FOR SMES IN ECUADOR

Abstract

A systematic review of the production and publication of research papers related to the study of country brands and effective strategies was conducted in accordance with the PRISMA approach (Preferred Reporting Items for Systematic Reviews and Meta-Analyses). The objective of the analysis presented in this document was to ascertain the primary characteristics of the publications registered in the Scopus and WoS databases during the investigation of the proposed variables, resulting in the identification of a total of 25 publications. As a result of this preliminary identification, the results were further refined using specific keywords entered into the search function of both databases. These keywords included “country brand” and “effective strategies,” which yielded a total of seven documents, excluding duplicates and those that did not meet the established analysis criteria. The identified scientific publications were analyzed with the objective of understanding the main characteristics of research projects related to the study of strategies designed to support country brands and enhance the image of nations, foreign investment, and the strengthening of international relations for commercial purposes, such as in the tourism sector, which has traditionally been a focus of government agendas.