“Challenges of our external action: Public Diplomacy and Marca España” is the book that the Diplomatic School presented the November 5, 2012 in a ceremony presided by the High Commissioner of the Government for Marca España, Carlos Espinosa de los Monteros, and It is now available on our website for download PDF format.
Our presence in the book is in Chapter 13 titled “The reputation of Spain as an essential component of the competitive advantage of its companies in the world” that was developed by our Founding Partner and Chairman, Jose Antonio Llorente, who signs on the basis of a mayor extension report elaborated by several experts of the firm
In this chapter you can find the keys for restoring the reputation of Spain , with its economic strength and its role in the world, highlighting three key attributes: entrepreneurship, internationalization and innovation.
The book, edited by Rafael Rubio, Juan Luis Manfredi and Gabriel Alonso, in the words of Rafael Rubio, “is a kind of brainstorming from different sectors on how to promote Marca España” and represents one of the last initiatives developed by the Ministry of Foreign Affairs and under the auspices of the Diplomatic School, which supports all initiatives developed by the High Commissioner and his team in order to rebuild the image of Spain abroad.
Jorge Cachinero, Corporate Director of Innovation in LLORENTE & CUENCA, Professor at the IE Business School of Madrid and member of the Scientific Council of the Real Instituto Elcano