Using the concepts of auto-communication and micro-Orientalism, this article argues that nation branding at World Expos produces and propagates notions of difference and Otherness. We examine how Denmark presents itself in China, and how the message inevitably tells how the Danish authorities...

Models of service encounters are often fraught with reductionism, describing business relationships as mathematical combinations of dyadic constellations. Metaphors of ideal social relationships (marriages or friendships) are highlighted to stress normative aspects of equal, balanced and...