Public Defence of My Doctoral Thesis

I am pleased to share that I will defend my doctoral thesis in International Marketing at School of Business and Economics at Åbo Akademi University on Friday, May 2, 2025. The public defence will take place in the Stora auditoriet, ASA, Vänrikinkatu 3, Turku, and it will also be possible to follow the event online. The title of my dissertation is The Narrative Capital of the Place – Value Dynamics in Place Identity and Branding.

I am pleased to share that I will defend my doctoral thesis in International Marketing at the School of Business and Economics at Åbo Akademi University on Friday, May 2, 2025. The public defence will take place in the Stora auditoriet, ASA, Vänrikinkatu 3, Turku, and it will also be possible to follow the event online.

The title of my dissertation is The Narrative Capital of the Place – Value Dynamics in Place Identity and Branding.

Summary

At the defence, Docent Anna Sörensson from Mid Sweden University will serve as opponent, and Professor Bengt Kristensson Uggla from Åbo Akademi University will act as custos.

You can read more about the dissertation and find the full text through Åbo Akademi University’s webpage here or access it via the Doria publication archive.

Read more about the defence here.

In his dissertation, Joakim Lind examines how stories and narratives function as analytical and strategic resources that shape place identity and value. Drawing on three qualitative case studies, the dissertation explores how narrative processes contribute to creating both intangible assets and tangible value in the context of place branding and development.

The three cases include the popular cultural narratives related to Stieg Larsson’s Millennium trilogy in Stockholm and Sweden, the Tom Tits Experiment Science Center in Södertälje, and the climbing community in Brodalen on Sweden’s west coast. These cases illustrate how narratives are co-produced by diverse actors, circulate across time and space, and generate economic, social, cultural, and symbolic value in various ways.

A central concept in the dissertation is narrative capital, which describes how narratives can serve as long-term resources for the identity and positioning of places. By combining theories from place branding, narrative theory, spatial theory, and value theory, the study proposes an analytical framework for understanding the interplay between narrative, place, and value.

Narrative capital is defined as a meaning-bearing structure that fosters continuity and change in place development. It influences how local actors and external stakeholders perceive and interact with a place. In the dissertation, the author illustrates that these processes are essential for understanding how places are shaped, managed, and negotiated within broader societal and cultural contexts.

The study offers practical implications for policymakers, place developers, and stakeholders working at the intersection of communication, culture, media, and societal development. It emphasizes the importance of recognizing narrative as a strategic and analytical resource in inclusive place branding.

Thank you for your support and interest!

If you would like a printed copy of my dissertation book, I would be happy to send one to you!
The cost is 25 euros, including shipping.

Please email me at joakim.x.lind@abo.fi to place your order and I send you the bank transfer details.

For buyers in Sweden, you can use Swish. For non-Swish users or if you reside outside Sweden, I will send the bank transfer details via email.

  • Swish number: +46 709 286 973 (Joakim Lind)

When making the payment, please include your name and the ”Dissertation Book” reference so that I can match the payment to your order.

Thank you very much for your interest and support!

PS. I am more than happy to give lectures to present my research project, You are welcome to contact me if you want to know more.

— Joakim Lind

Sweden beyond the Millennium and Stieg Larsson

Stieg Larsson’s Millennium trilogy, comprising ”The Girl with the Dragon Tattoo”, ”The Girl Who Played with Fire”, and ”The Girl Who Kicked the Hornets’ Nest”, has not only captivated a global audience but also significantly impacted the perception of Sweden worldwide. Selling over 64 million copies in more than 50 countries, these books have made a mark far beyond their original Swedish setting.

The story, centered around investigative journalist Mikael Blomkvist and hacker Lisbeth Salander, delves deep into the underbelly of Swedish society, exploring themes of corruption, abuse of power, and social injustices. This dark and gripping narrative contrasts sharply with the stereotypical image of Sweden as a country known for its safe cars, efficient governance, and corporate responsibility.

The worldwide success of the Millennium series has sparked a substantial media frenzy and inspired various adaptations, including both Swedish and Hollywood film versions. Despite Larsson’s untimely death before seeing his works’ phenomenal success, his legacy continues to thrive.

Larsson’s portrayal of complex characters and socially charged themes resonates with readers globally, challenging the idealistic image of Sweden and presenting a multi-dimensional, sometimes darker view of the nation. His depiction of strong, unconventional female characters like Lisbeth Salander has particularly struck a chord, offering new perspectives on feminism and societal roles.

Moreover, the trilogy has significantly contributed to Swedish tourism, with fans flocking to Stockholm to trace the steps of their beloved characters. Larsson’s narrative, blending fiction with a realistic depiction of modern Sweden, has also sparked a deeper interest in Swedish culture, politics, and history.

In summary, the Millennium trilogy has not only been a literary and commercial triumph but has also played a pivotal role in reshaping the global perception of Sweden, highlighting the country’s complexities beyond its idyllic facade.