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The purpose of this paper is to theoretically explain the significance of discourse for the construction of the legitimacy of place marketing practice, and to illustrate empirically how this is done in a “genre of strategy”.

The paper applies a critical discourse analysis perspective, and utilises a theoretical framework of four legitimation strategies of authorisation, moral evaluation, rationalisation and mythopoesis to analyse how the legitimacy of a place marketing project carried out in the region of North Karelia, Finland, is discursively constructed within strategic documents of the project.

Several discursive legitimation strategies were recognised. The authority of the project was constructed by referring to the organisational context of the project, while rational and moral legitimation strategies drew from hegemonic discourses of regional competitiveness, attractiveness and cooperation. These discourses were further connected to discussions of contemporary regional development in Finland and in Europe.

While the paper underlines the significance of the “genre of strategy” for the discursive legitimation of place marketing projects, it points out that it does not extend to cover the reception or change over time of the legitimation strategies, that should be addressed in further studies.

The paper presents an original perspective on legitimacy of place marketing projects by introducing discourse as a central element in the construction of legitimacy. This is especially useful for critical purposes, as it allows the discourses that legitimise place marketing practice to be placed under scrutiny, hence opening up the possibility for alternative discourses to emerge.

This paper aims to study discursive dynamics in place marketing collaboration, which has the potential to construct common ground between stakeholders or provoke discursive struggles emerging from competing accounts.

The paper applies a discursive perspective to collaboration and uses the discursive model of the collaboration to analyze dynamics between stakeholder representatives in two regional level place marketing projects carried out in Eastern Finland in 2011-2014. An analysis of 23 interviews focuses on how stakeholders construct shared understandings of project issues and interests, and discursive struggles that emerge from competing accounts and heterogeneous spaces.

Identified issues in the projects related to the competitiveness between regions, peer pressure to carry out place marketing and a lack of budget resources for marketing for gaining visibility. Broader discourses of competitiveness and promotion provided shared discursive resources for the collaborators. An analysis of the interests of specific organizations revealed discursive struggles that relate to the spatial content of place marketing activities and also the symbolic content of the image of the region.

While the paper underlines the embeddedness of collaboration within broader discursive contexts and cultural sensitivity attached to communication, it does not cover how broader discourses constrain communicative processes or how cultural context influences them.

The paper presents an original perspective on stakeholder collaboration in place marketing projects by highlighting the discursive aspects of communication, and especially the construction of shared understandings as a central element in collaboration. This is useful for facilitating and coordinating stakeholders’ communication, which has been considered important for the success of place marketing and branding activity.

This paper aims to identify and define the content of corporate social responsibility (CSR) for the food chain.

A qualitative research approach was applied in the study, based on participatory and case study research methodologies. The study drew on three different case food products and their supply chains: rye bread, broiler chicken products and margarine. The content of CSR was built through participatory workshops, the aim of which was to elicit the ideas of different stakeholder groups.

The study identified seven key dimensions of food chain CSR: environment, product safety, corporate nutritional responsibility, occupational welfare, animal health and welfare, local market presence and economic responsibility.

The results provide food and agribusiness companies with a better understanding of core CSR issues and their relevance in complex chains and networks. This may encourage the companies to promote their activities in a more responsible and sustainable direction and offer elements to build sustainable business cases. In addition, the results may indicate a change towards broader understanding of what is meant by corporate social responsibility.