Someone else's idea: Soft power by Joseph Nye

Our marketing and sales method explains the competition between companies as customer’s freedom to accept companies’ hard and soft values. What we define as soft value in company competition, Joseph Nye defines as soft power in country competition.

As media reach and complexity accelerate globally, to grow companies and countries should use more soft values and power. If they rely on hard values and power they will not be competitive.

Written by: Nikola Tosic
Publishing date: 13 Jun 2019