Browsing Chester Business School by Subjects
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Machiavelli at 550 — Reflections on his contribution to management, marketing, and public affairsWith the U.K. Elections upon us and manoeuvring for the U.S. Presidential Elections in November 2020 already started, it is time to reflect on power. It is always good to call upon Machiavelli to help make sense of the issues and people in the political arena. It is 550 years since Niccolo Machiavelli was born in Florence in 1469 of a very old Tuscan family. The young Machiavelli had a vigorous humanist education, was taught Latin by good teachers, and had access to the best of classical history and ideas. Little is known about the rest of his life until at the surprisingly young age of 29 in 1498, he was recognised by the Signory for his administrative talents and was elected to the responsible post of Chancellor of the Second Chancery. He is also given duties in the Council of the Ten of Liberty and Peace (formerly Ten of War), which dealt with Florentine foreign affairs.
Soft Power and International Political MarketingJoseph Nye defines soft power as the ability of “getting others to want the outcomes that you want” through persuasion and attraction of one’s ideas or the ability to set the political agenda to shape the preferences of others. Nye further argues that in the international arena, besides the military and economic power, there is a third dimension which is characterized as indirect power, cooptive power, and intangible power in contrary to direct power, coercive power, and tangible power. Nye states, “The ability to establish references tends to be associated with intangible power resources such as culture, ideology and institutions. This dimension can be thought of as soft power, in contrast to the hard command power usually associated with tangible resources like military and economic strength.” Henry Sun defines international political marketing as following: International Political Marketing seeks to establish, maintain and enhance long-term relations among nation-states, political actors and organizations, so that the objectives of stakeholders involved are met. This is done by mutual exchange and fulfillment of promises through cross-border and cross-culture marketing strategy and management