Skip to main content
Log in

Sweden, Inc and the campaign to sell JAS-Gripen to the Swiss electorate

  • Original Article
  • Published:
Place Branding and Public Diplomacy Aims and scope Submit manuscript

Abstract

In January 2014, it emerged that manufacturer Saab had provided financial backing to the “yes” campaign for a referendum on whether Switzerland should purchase 22 JAS-Gripen aircraft. Although the funds were immediately returned, a second story broke in February revealing the detailed involvement of the Swedish Embassy in the broader coordination of a public diplomacy campaign to support the “yes” vote. Under the heading “Sweden, Inc”, leaked documents demonstrated the close cooperation between corporate actor Saab, the Swedish ambassador, defence attaché and other governmental actors, and Swiss politicians and military associations in creating a diplomatic, political and media climate conducive to a successful vote. This article provides a close analysis of the scandal in order to contribute to the broader understanding of public diplomacy and nation brands theory and practice in a number of relevant areas. First, it addresses the role of ethics in funding influence campaigns. Second, it analyses the practical relationship between PD and place branding. Third, it investigates the ways in which collaboration and competition are invoked in the campaign. Fourth is an analysis of the roles of public and private actors to better understand their impact on campaign agendas.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Alling, D. (2014) ‘Schweiz: Gripens förespråkare betalar tillbaka till Saab’, Sveriges Radio, 11 February 2014; http://sverigesradio.se/sida/artikel.aspx?programid=83&artikel=5782024

  • Anholt, S. (2007) Competitive Identity: The New Brand Management for Nations, Cities and Regions. Hampshire: Palgrave MacMillan.

    Book  Google Scholar 

  • Augustsson, T. (2014)’Saab får tillbaka pengarna för Gripenkampanjen i Schweiz’, Svenska Dagbladet, 11 February 2014; http://www.svd.se/naringsliv/branscher/industri-och-fordon/saab-far-tillbaka-pengar-for-gripenkampanj_8981776.svd

  • Bildt, C. (2013) Regeringens deklaration [The Government’s Declaration]. Stockholm: Regeringskansliet

    Google Scholar 

  • Brändström, A. (2003) Coping with a Credibility Crisis: The Stockholm JAS Fighter Crash of 1993. Stockholm: Swedish National Defence College

    Google Scholar 

  • Cowan, G. and Arsenault, A. (2008) Moving from monologue to dialogue to collaboration: the three layers of public diplomacy, The Annals of the American Academy of Political and Social Science 616: 10-30

    Article  Google Scholar 

  • CVP Schweiz. (2014) CVP verzichtet auf politischen Kampagnenlead, 15 February 2014; http://www.cvp.ch/medien/communiques/communique/archive/2014/february/article/cvp-verzichtet-auf-politischen-kampagnenlead/?tx_ttnews[day]=15&cHash=f5b2d4123a9c0f30e53c74a8fd1bde96%20%E2%80%A6

  • Davos, T.T. (2012) ‘Saab i blåsväder om Gripen i Schweiz’, Svenska Dagbladet, 22 January 2014; http://www.svd.se/naringsliv/saab-i-blasvader-om-gripen-i-schweiz_8917628.svd

  • Ek, A. and Lindahl, R. (2012) ‘Svensk vapenexport till diktaturer skenar’, Svenska Dagbladet, 22 February 2012; http://www.svd.se/opinion/brannpunkt/svensk-vapenexport-till-diktaturer-skenar_6871131.svd

  • Ekman, I. (2007) ‘Sweden’s squeaky-clean image sullied by scandals’, New York Times, May 11, 2007; http://www.nytimes.com/2007/05/11/business/worldbusiness/11iht-corrupt.4.5672628.html

  • Fisher, A. and Bröckerhoff, A. (2008) Options for Influence: Global campaigns of persuasion in the new worlds of public diplomacy. London: ‘Counterpoint – the cultural relations think-tank of the British Council’

  • Fitzpatrick, K.R. (2010) The Future of U.S. Public Diplomacy: An Uncertain Fate. Leiden: Martinus Nijhoff Publishers

  • Gagliano, A. and Garcia, I. (2014a) ‘Gripenomröstning i Schweiz: “Lägg korten på bordet”’, Sveriges Radio, 12 February 2014; http://sverigesradio.se/sida/artikel.aspx?programid=83&artikel=5782772

  • Gagliano, A. and Garcia, I. (2014b) ‘Sverige försöker påverka schweizisk folkomröstning’, Sveriges Radio, 12 February 2014; http://sverigesradio.se/sida/artikel.aspx?programid=83&artikel=5782267

  • Gandy, O. (1982) Beyond Agenda Setting: Information Subsidies and Public Policy. Norwood, NJ: Ablex Publishing Company.

    Google Scholar 

  • Gripen Framework Agreement. (2012) http://www.news.admin.ch/NSBSubscriber/message/attachments/28125.pdf

  • Hayden, C. (2012) The Rhetoric of Soft Power: Public Diplomacy in Global Contexts. Lexington Books.

  • Hocking, B. (2002) Introduction: Gatekeepers and Boundary-Spanners – Thinking about Foreign Ministries in the European Union. In: Hocking, B. and Spence, D (eds) Foreign Ministries in the European Union: Integrating Diplomats. Palgrave MacMillan, pp. 1–17

  • Hocking, B., Melissen, J., Riordan, S. and Sharp, P. (2012) Futures for Diplomacy: Integrative Diplomacy in the 21st Century. Netherlands Institute of International Relations ‘Clingendael’.

  • Hülsse, R. (2009) The Catwalk Power: Germany’s New Foreign Image Policy, Journal of International Relations and Development 12: 293–316.

    Article  Google Scholar 

  • Jansen, S.C. (2008) Designer nations: Neo-liberal nation branding – Brand Estonia, Social Identities: Journal for the Study of Race, Nation and Culture 14(1): 121–142.

    Article  Google Scholar 

  • Leigh, D. and Evans, R (2010) BAE chiefs “linked to bribes conspiracy”, The Observer, 6 February 2010; http://www.theguardian.com/world/2010/feb/07/bae-chiefs-linked-bribes-conspiracy

  • Lönegård, C. (2011) ’Propaganda-ministerns plan’ [The propaganda minister’s plan]. Fokus (21 October 2011).

  • Lundberg, L.-O. (2005) Bilder av Sverige i utlandet: en studie om förändringar, nuläge och mätmetoder [Images of Sweden Abroad: a study about change, the present and measurement methods]. Stockholm: Utrikes Departementet, Commissioned by the NSU.

    Google Scholar 

  • Kelley, J.R. (2010) The new diplomacy: Evolution of a revolution, Diplomacy & Statecraft, 21(2): 286–305.

    Article  Google Scholar 

  • Kaneva, N. (2011) Nation branding: Toward an agenda for critical research. International Journal of Communication 5: 117–141

    Google Scholar 

  • Kennedy, L. and S. Lucas (2005) Enduring freedom: Public diplomacy and U.S. Foreign Policy. American Quarterly 57(2): 309–333.

    Article  Google Scholar 

  • Kleja, M. (2013) ‘Saabs första motköp klara i Gripenaffären’ Ny Teknik, 21 October 2013; http://www.nyteknik.se/nyheter/fordon_motor/flygplan/article3778396.ece

  • Leonard, M., Stead, C. and Smewing, C. (2002) Public Diplomacy. London: The Foreign Policy Centre

    Google Scholar 

  • Manheim, J.B. (1994) Strategic Public Diplomacy and American Foreign Policy: the evolution of influence. Oxford: Oxford University Press

    Google Scholar 

  • Melissen, J. (ed) (2005) The New Public Diplomacy: Soft Power in International Relations. Palgrave Macmillan

  • NSU (Nämnden för Sverigefrämjande i utlandet). (2009a) Progressive communication in practice: Successful projects, engaging stories and distinct messages. Stockholm: Swedish Institute

    Google Scholar 

  • NSU (Nämnden för Sverigefrämjande i utlandet) (2009b) Designmanual för digitala media [Design Manual for Digital Media]. Stockholm: Svenska institutet

    Google Scholar 

  • Nye, J.S. Jr. (2004) Soft Power: the Means to Success in World Politics. New York: Public Affairs.

    Google Scholar 

  • Pamment, J (2012) ‘What Became of the New Public Diplomacy? Recent Developments in British, U.S. & Swedish Public Diplomacy Policy and Evaluation Methods’. The Hague Journal of Diplomacy 7(3): 313–336

  • Pamment, J. (2013a) New Public Diplomacy in the 21st Century. London: Routledge.

    Google Scholar 

  • Pamment, J. (2013b) ‘West European Public Diplomacy’, in M.K. Davis Cross and J. Melissen (eds) European Public Diplomacy: Soft Power at Work. Palgrave.

  • Pamment, J. (2014a) ‘“Putting the GREAT Back into Britain”: National Identity, Public-Private Collaboration & Transfers of Brand Equity in 2012’s Global Promotional Campaign’. British Journal of Politics and International Relations (forthcoming)

  • Pamment, J. (2014b) Time, Space & German Soft Power: Toward a Spatio-Temporal Turn in Diplomatic Studies? Perspectives (forthcoming)

  • Pigman, G & Deos, A (2008) ‘Consuls for hire: Private actors, public diplomacy’. Place Branding and Public Diplomacy 4(1): 85–96

    Article  Google Scholar 

  • Regeringkansliet (2013) Nämnden för Sverigefrämjande i utlandet; http://www.regeringen.se/sb/d/3028/a/146544

  • Sharp, P. (1999) For diplomacy: Representation and the study of international relations. International Studies Review 1(1): 33–57.

    Article  Google Scholar 

  • Signitzer, B.H. and Coombs, T. (1992) Public relations & public diplomacy: Conceptual convergences. Public Relations Review 18(2): 137–147.

    Article  Google Scholar 

  • SIPRI (2013a) ‘The Top 20 Arms Exporters, 2008–2012’; http://www.sipri.org/googlemaps/2013_of_at_top_20_exp_map.html

  • SIPRI (2013b) ‘Government and industry data on the financial value of national arms exports, 2001–2011’; http://www.sipri.org/research/armaments/transfers/measuring/financial_values

  • SIPRI (2014a) ‘The SIPRI Top 100 arms-producing and military services companies in the world excluding China, 2012’; http://www.sipri.org/research/armaments/production/Top100

  • SIPRI (2014b) ‘Transfers of major conventional weapons: sorted by supplier. Deals with deliveries or orders made for year range 2008 to 2012’ SIPRI Arms Transfers Database; http://portal.sipri.org/publications/pages/transfer/splash

  • SOU (Statens Offentliga Utredningar) (2011) Utrikesförvaltning i världsklass (SOU 2011:21). Stockholm: SOU

    Google Scholar 

  • Studer, R. (2014) ‘Dieses Förlåt reicht nicht, Herr Botschafter’, Blick CH, 17 February 2014; http://www.blick.ch/news/politik/dieses-foerlat-reicht-nicht-herr-botschafter-id2676644.html

  • Sundberg, J.D. (2013) ‘Spår ny vår for Gripen-produsent’, E24, 13 Sep 2013; http://e24.no/boers-og-finans/spaar-ny-vaar-for-gripen-produsent/21607396

  • Svenska institutet (2009) Guide. Uppföjlnings- och utvärderingssystem [‘Guide: follow-up and evaluation systems’]. Stockholm: Svenska institutet

  • Sveriges Radio (2012)’Välkommen till Radioleaks’; http://sverigesradio.se/sida/default.aspx?programid=4069

  • Swedish Institute (2005) Sverige i världen: Public Diplomacy, Nation Branding och Sverigebilden [Sweden in the World: Public Diplomacy, Nation Branding and the Image of Sweden]. Stockholm: Svenska institutet

    Google Scholar 

  • Swedish Institute (2007) The Swedish InstituteSharing Sweden with the World. Stockholm: The Swedish Institute

    Google Scholar 

  • Swedish Institute (2008) Sverigebilden 2.0: Vägen till en uppdaterad Sverigebild [Sweden’s Image 2.0: the way to an updated image]. Stockholm: Svenska institutet

  • Swedish Institute (2009) Årsredovisning 2008 [Annual report 2008], Dnr 00511/2009. Stockholm: Svenska Institutet

    Google Scholar 

  • Swedish Ministry for Foreign Affairs (2005) The Role of Communication in the Foreign Service. Stockholm: Regeringskansliet/MFA.

    Google Scholar 

  • Szondi, G. (2008) Public diplomacy and nation branding: Conceptual similarities and differences. Discussion Papers in Diplomacy. Hague, Netherlands: Clingendael Netherlands Institute of International Relations

    Google Scholar 

  • Taylor, P.M. (2003) Munitions of the Mind: A history of propaganda from the ancient world to the present era (3rd edition). Manchester & New York: Manchester University Press

    Google Scholar 

  • Thöresson, P. (2013a) ‘Schweiz Gripenupphandling – kampanjen inför folkomröstning i maj (eller september) 2014’ (2013-10-15). Bern: Swedish Embassy

    Google Scholar 

  • Thöresson, P. (2013b) ‘Schweiz Gripenupphandling – opinionsläget och den fortsatta kampanjen’ (2013-11-07). Bern: Swedish Embassy

    Google Scholar 

  • Thöresson, P. (2013c) ‘Schweiz Gripenupphandling – läget’ (2013-12-17). Bern: Swedish Embassy

    Google Scholar 

  • Thöresson, P. (2014) ‘Schweiz Gripenupphandling - läget inför World Economic Forum’ (2014-01-19). Bern: Swedish Embassy

    Google Scholar 

  • UD-PIK (Press-, informations- och kommunikationsenheten) (2009) Press och diplomatisamspel eller konflikt? Program [Press and Diplomacy: cooperation or conflict? Conference program]. Stockholm: Regeringskansliet

    Google Scholar 

  • Utrikesdepartementet (2010) Vägledning för kommunikation inom utrikesförvaltningen [Guide for communication within the foreign service]. Stockholm: Regeringskansliet/UD-PIK

    Google Scholar 

  • Utrikesdepartementet (2013a) Strategisk exportkontroll 2012krigsmateriel och produkter med dubbla användningsområden (Skr. 2012/13:114). Stockholm: Utrikesdepartementet

  • Utrikesdepartementet (2013b) Offentlig diplomati: Vägledning och checklista [Public diplomacy: guide and checklist]. Stockholm: Utrikesdepartementet/UD-PIK

    Google Scholar 

  • Utrikesdepartementet (2014a) Pilotprojekt offentlig diplomati 2013 (2014-02-05). Stockholm: Utrikesdepartementet/UD-KOM

    Google Scholar 

  • Utrikesdepartementet (2014b) Utvärdering Pilotprojekt offentlig diplomati 2013 (2014-02-05). Stockholm: Utrikesdepartementet/UD-KOM

    Google Scholar 

  • van Ham, P. (2002) Branding Territory: Inside the Wonderful Worlds of PR and IR Theory, Millennium: Journal of International Studies 32(2): 249-269.

    Google Scholar 

  • van Ham, P. (2010) Social Power in International Politics. Oxon: Routledge.

    Google Scholar 

  • von Hall, G (2014) ‘Schweiz hån mot Sverige: “vykorts-klichéer”’, Svenska Dagbladet, 19 February 2014; http://www.svd.se/naringsliv/gripen-och-schweiz_3283276.svd

  • Wang, J (2006) ‘Managing national reputation and international relations in the global era: Public diplomacy revisited’, Public Relations Review 32: 91–96

    Article  Google Scholar 

  • Zaharna, R.S. (2009) ‘Mapping out a spectrum of public diplomacy initiatives: information and relational communication frameworks’, 86–100 of Snow, Nancy & Taylor, Philip M. (eds) Routledge Handbook of Public Diplomacy. London & New York: Routledge

  • Zaharna, R.S., Fisher A, Arsenault A (2013) Relational, Networking and Collaborative Approaches to Public Diplomacy: The Connective Mindshift. New York: Taylor & Francis Group

    Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to James Pamment.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Pamment, J. Sweden, Inc and the campaign to sell JAS-Gripen to the Swiss electorate. Place Brand Public Dipl 12, 218–231 (2016). https://doi.org/10.1057/s41254-016-0039-1

Download citation

  • Revised:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/s41254-016-0039-1

Keywords

Navigation