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Article
Publication date: 12 October 2015

Kirill Lvovich Rozhkov and Natalya Il’inichna Skriabina

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

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.

Details

Journal of Place Management and Development, vol. 8 no. 3
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 13 July 2015

Kirill Lvovich Rozhkov and Natalya Il’inichna Skriabina

This paper aims to develop a theoretical approach to place market analysis that aims to identify the ways in which specific places are used and to further enable the…

2080

Abstract

Purpose

This paper aims to develop a theoretical approach to place market analysis that aims to identify the ways in which specific places are used and to further enable the identification of distinct segments and products.

Design/methodology/approach

Typology construction was chosen as the main study method. Eight polar place demand patterns were classified on the abstract level, using a set of binary variables of spatial behaviour (migration, natural growth and settling). Based on this typology, eight abstract places were deductively described. In conjunction with this deductive study, the authors conducted focus groups, and the results showed considerable similarity in the interpretation of the achieved types.

Findings

This paper arrives at interdependent typologies of place demand, place product and place use patterns that allow the ways of using specific places to be identified and distinctive segments and products to be distinguished as particular, consistent combinations of the achieved types.

Practical implications

The typologies obtained expand the scope of competitive analysis and planning in framing place marketing. Distinct uses of specific places unambiguously point to the features of certain segments and could thereby enable a lucid marketing strategy.

Originality/value

Empirically driven place market research has not precisely defined the distinct ideas and concepts of investigated places, which might reflect the different segments of the population that have different intentions for the use of these places. This paper offers important insights into product differentiation and market segmentation in the frame of simultaneous product use.

Details

Journal of Place Management and Development, vol. 8 no. 2
Type: Research Article
ISSN: 1753-8335

Keywords

Content available
Article
Publication date: 13 July 2015

Dominic Medway, Cathy Parker, Simon Quin and Gareth Roberts

221

Abstract

Details

Journal of Place Management and Development, vol. 8 no. 2
Type: Research Article
ISSN: 1753-8335

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