To read this content please select one of the options below:

How to capture the idea of a place? The case of five Moscow districts

Kirill Lvovich Rozhkov (Department of Company Marketing, Faculty of Management, National Research University Higher School of Economics, Moscow, Russia)
Natalya Il’inichna Skriabina (Department of Company Marketing, Faculty of Management, National Research University Higher School of Economics, Moscow, Russia)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 12 October 2015

340

Abstract

Purpose

This paper aims to develop a methodological approach to place product analysis that aims to identify the distinctive ideas of places.

Design/methodology/approach

The methodology included two stages: first, classifiers of place product uses and technologies were constructed on the basis of the product concept abstraction (Study 1) and then they were used as tools to systematize data about the attributes of city districts and the everyday activities of their residents to further identify product concepts (Study 2).

Findings

Product concepts of five Moscow districts were formulated as sets of benefits or district uses (needs satisfied and activities encouraged) offered to residents. The concepts are expressed in terms of typical constructions but reflect the distinctive features and specificities of the districts.

Research limitations/implications

Defining places as product concepts pushes the place product analysis, benefit and lifestyle segmentation forward. Additional place product dimensions and investigated places are advised to improve the reliability of the used classifiers as a tool for documentary research.

Practical implications

The developed analytical procedure is a much-needed supplement to existing techniques used to shape the product strategies of places. Identifying contradictory uses helps make product decisions that are appropriate in concurrently supporting all these uses, including providing spatial differentiation of the place product. The study results are thus useful for the development of city master plans characterized by long planning horizons and a high degree of conceptualization.

Originality/value

The paper proposes a new method for place product analysis that combines the advantages of both standardized and narrative approaches, introducing a convenient way to address the issue of clarity when transforming a variety of place attributes into core place values and eventual place brands.

Keywords

Acknowledgements

This study is (research grant No 14-01-2-02) supported by The National Research University – Higher School of Economics’ Academic Fund Program in 2014/2015.

Citation

Rozhkov, K.L. and Skriabina, N.I. (2015), "How to capture the idea of a place? The case of five Moscow districts", Journal of Place Management and Development, Vol. 8 No. 3, pp. 206-232. https://doi.org/10.1108/JPMD-06-2015-0021

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

Related articles