(Spain entrepreneurial nation: using sustainability impact assessment as a lever for nation branding)

(Spain entrepreneurial nation: using sustainability impact assessment as a lever for nation branding)

Abstract:

This article explores the role of sustainability impact in the early-stages of entrepreneurship, how it supports achieving public value and how this approach can be used as a lever for a nation branding strategy.
To address this research, a series of case studies on branding and sustainability assessment were analysed through a theoretical review to understand both current strategies and further opportunities to enhance the practice.
Regarding nation branding, the analysis explores to what extent the pillars of strategy,
substance and symbolic actions are crucial to achieve a global positioning through branding, while for the sustainability impact assessment approach, the research identifies different levels of intervention pondering the legal and administrative burdens and the feasibility of assessment from a public sector perspective.
Considering both, branding and public value components and taking into account the local context, research supports incorporation of sustainability impact accreditation at least on an introductory level.

Keywords: sustainability, sustainability impact, impact assessment, SDGs, nation branding, public value, recovery plan/fund.