Neutral Beauty - Soft Power/Switzerland

Author(s): Benno Zogg
Issue: 139
Publisher(s): Monocle Magazine
Publication Year: 2020
Publication Place: London, United Kingdom

Many countries aim to be like Switzerland, with its stability, affluence and exceptional services. But what does that really mean?, asks Benno Zogg in Monocle Magazine's Soft Power Issue. For starters, it’s far more than ‘chocolate diplomacy’.

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