Vol 2: May 2005
Congratulations
Michael Luthy in Reykjavik Iceland in
the Spring semester on a Fulbright Scholar grant interviewed President
Ólafur Grímsson for an article on the role of embassies in fostering trade,
investment, and tourism – essentially investigating whether they act as
global marketing outposts. Over the last four months, Dr. Luthy’s presence
in Iceland has allowed him to interview 11 of the 12 foreign ambassadors
stationed in Iceland, officials at the Ministry for Foreign Affairs, and the
Trade Council of Iceland in addition to the President. According to Dr.
Luthy, “Many people’s image of what an embassy does is rooted in
misconceptions learned from watching movies, many made during the cold war.
This research should shed light on the functioning of the modern embassy and
the role they play in their country’s economic growth by fostering tourism,
trade among companies in the home and host countries, and investment.”
Dr. Luthy is Professor of Marketing at the W. Fielding Rubel School of
Business at Bellarmine University in Louisville, Kentucky.
Michael Luthy (left) with Ólafur Ragnar Grímsson, President of the Republic of Iceland.
Click here to view the picture
Marketing Insights is a publication of the Marketing Management Association
