Gaetano Mosca’s “The Ruling Class”

Abstract

Nye says that soft power uses "attraction" rather than coercion. The source of this attractions are culture, political values, and foreign policies. Isn't this really just reputation. Does it apply to businesses? Diplomatic reputation Respect Humanitarian assistance Leadership Political soft power Economic hard power Economic soft power Product reputation competitive this entrepreneurial reputation Capital soft power educational level of employees Science and technology capabilities Languages spoken