Historia, cultura y liderazgo: el caso de España

Abstract

This article analyzes the relationship between History, collective culture of a nation and leadership, based on the case of Spain, comparing it with the strategy followed by other nations. The article relates culture, international relations, public marketing, corporate image, advertising (misleading), motivation (of citizens), sales and promotion techniques (of a country) and use of talent (past, present and future). In sum, how the leadership of a country is built or destroyed, and therefore that of its nationals and companies, since both benefit or harm from the image and historical narrative that they represent, since no national or international leadership operates in a cultural void.