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Österreichs Image in Australien (Austria's Image in Australia)

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Die Themen Globalisierung, Europäische lntegration und weltweiter Wettbewerb stehen im Mittelpunktder nationalen und internationalen Berichterstattung. Haben da die österreichischen Bundesländer und ihre Erlebniswelten noch eine Zukunft? Zweifellos, denn interessanterweise ist der Trend zur Clobalisierung und Europäisierung auf der einen Seite durch einen Trend zur Besinnung auf die Bodenständigkeit, die Herkunft und Heimat auf der anderen Seite gekennzeichnet. Aufgabe der folgenden Darstellung ist es, die Stärken und Charakteristika österreichischer Regionen im ln- und Ausland aufzuzeigen und auf die Chancen, die in der Herkunft aus einem österreichischen Bundesland liegen, für österreichische Unternehmen und Marken hinzuweisen. Die Daten zu diesem Buch sind im Rahmen eines mehrjährigen Forschungsschwerpunktes an der Abteilung Werbewissenschaft und Marktforschung an der Wirtschaftsuniversität Wien erhoben worden. Die Ergebnisse dieser Forschungsarbeiten werden nun für die Praxis aufbereitet und zusammengefasst.
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