Corporate Identity in a globalized world. A study of elements marking national identity on cleantech company websites

Abstract

This paper presents a study of nationality used by companies as a positioning parameter in their market communication. The study takes its point of departure in the field of tension between globalization and national identity in corporate communication. On the one hand, companies may see themselves as global players with no disposition to accentuate a national affiliation. On the other hand, national origin has for many years been used with the purpose of achieving a competitive advantage. In research, it has been questioned if this awareness of national origin will continue in the globalized world. The study focuses on the cleantech industry as a relatively young industry analyzing German, Danish, British and US-American company websites, 256 altogether. The analysis encompasses the use of national flags or colours, internet domain, language and reference to a specific country. In brief, the study shows, among other things, that national identity is still, to some extent, regarded a valuable positioning parameter. Especially the Danish websites display elements marking national identity.