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Open Access
Article
Publication date: 14 September 2022

Massimo Giovanardi

This paper aims to contribute to this Special Issue about alternative and critical marketing theory on space and place by discussing its link with practice. More generally, this…

Abstract

Purpose

This paper aims to contribute to this Special Issue about alternative and critical marketing theory on space and place by discussing its link with practice. More generally, this paper intends to suggest that more effective links between theory and practice can result into more meaningful conceptual research in business administration and marketing.

Design/methodology/approach

This is a reflexive introspective essay that relates the author’s personal experience to the recent literature on the dialogue between theory and practice within general marketing research and marketing scholarship on place and space.

Findings

After recognising that different modes of knowledge creation exist, some gateways between theory and practice are identified, as part of a future agenda that could accompany scholars in improving their engagement with society. These gateways include dissemination strategies; teaching and public engagement; and formats of “engaged” research that comprise action research and collaboration with non-academic actors.

Research limitations/implications

The alternative and critical marketing theory on space and place comprises different specific domains, some of which appear to be closer to practice than others. Because of the author’s background, place branding and destination marketing are granted preferential attention.

Originality/value

The figure of the craftsman depicted by Sennet (2008) is identified as a source of inspiration for marketing scholars interested in space and place. The metaphor of the craftsperson could be useful for business and marketing scholar alike while reflecting on their roles and positionalities.

Details

Qualitative Market Research: An International Journal, vol. 25 no. 5
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article
Publication date: 12 October 2015

Magdalena Florek and Massimo Giovanardi

769

Abstract

Details

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

Article
Publication date: 12 October 2015

Mihalis Kavaratzis

The purpose of this paper is to deal with the widely acknowledged gap between place branding theory and practice. It makes a direct attempt to address fundamental questions…

484

Abstract

Purpose

The purpose of this paper is to deal with the widely acknowledged gap between place branding theory and practice. It makes a direct attempt to address fundamental questions regarding the relationship between place branding scholars and practitioners. The article reports on the special session “Theory meets Practice” that was organised at the Institute of Place Management Conference in Poznan, Poland, in May 2015.

Design/methodology/approach

The article raises and attempts to answer questions such as whether the two groups of place branding scholars and practitioners engage with each other’s work, whether they share an understanding of place branding and whether they set the same set of priorities for the advancement of the field. Both academic views and practitioners’ approaches are elaborated upon. Furthermore, the example of a project where both academics and practitioners worked together is used to illustrate the discussion.

Findings

The article provides a series of answers regarding the current relationship between place branding theoreticians and practitioners. It also provides an assessment of the motivations and benefits of working more closely together. In this way, the article initiates a discussion that might help place branding theory and practice come closer together.

Originality/value

Despite the importance of the issue raised in the article for the development of place branding as a discipline, this is one of the first attempts to directly handle this topic. Another novelty of the article is that it is written in cooperation with both academics and practitioners, thus being a direct result of the relationship discussed.

Details

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

Keywords

Abstract

Details

Qualitative Market Research: An International Journal, vol. 25 no. 5
Type: Research Article
ISSN: 1352-2752

Article
Publication date: 15 March 2011

Massimo Giovanardi

The purpose of this paper is to draw upon Johnson's “Circle of Culture” to develop a cultural approach for studying place marketing's internal audience. A research project on the…

389

Abstract

Purpose

The purpose of this paper is to draw upon Johnson's “Circle of Culture” to develop a cultural approach for studying place marketing's internal audience. A research project on the small Italian Renaissance city of Urbino explores how a number of marketing events dedicated to the painter Raphael, who was born there, have been produced and then received among different urban “populations” (dwellers, commuters, students, etc.). The second part of the paper conceptualizes events as both “inward” and “outward” forces and compares the Raphaellian events with some of Urbino's traditional festivities.

Design/methodology/approach

This is a qualitative study that applies discourse analysis to media texts, official documents and 42 in‐depth interviews held with both local officials and internal place consumers.

Findings

The inquiry reveals a predominance of discourses in support of the events: civic pride, identification, and economic benefits. What is more striking is that some participants not only appreciated the marketing events but “went beyond” by producing discourses in support of a more intensive exploitation of Urbino's cultural and heritage resources.

Research limitations/implications

Quantitative research is recommended to generalize evidence stemming from ethnographic inquiry and to measure “the magnitude” of the different discourses produced by the people.

Originality/value

This paper contributes to overcoming the materialist perspective which underpins a consistent part of literature by showing a new (counter)example of the “non‐oppositional voices” of place marketing. Moreover, it sheds more light on how “tertiary communication” takes place and how it can be properly investigated.

Details

Journal of Place Management and Development, vol. 4 no. 1
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 12 October 2015

Tore Omholt

– The purpose of this paper is to develop a theoretical framework to explain the development of sustainable culinary places and restaurant clusters.

Abstract

Purpose

The purpose of this paper is to develop a theoretical framework to explain the development of sustainable culinary places and restaurant clusters.

Design/methodology/approach

The theoretical approach is based on a multi-level and multi-perspective case study approach toward studying the organization and governance of clusters of culinary activities and firms.

Findings

The main part of findings is based on the comparison of two case studies of the development of restaurant clusters, representing two different forms of knowledge management and governance.

Research limitations/implications

The findings underscore the importance of local entrepreneurs, cluster organization and governance, knowledge exchange and learning and dependence on a local catchment area. The findings also show that several forms of cluster organization can coexist in the same area and support each other, adding to increased sustainability and connectedness in an urban area.

Practical implications

The findings indicate that there is a need for a more realistic approach to the development of culinary places and destinations, and not solely rely on place branding, standard marketing procedures and support from local authorities. To develop a sustainable and connected place, we need an appropriate form of organization and governance. The findings indicate that different types of restaurant clusters require different forms of governance of knowledge management processes to be effective.

Social implications

The paper directs attention to the fact that the food sector constitutes an important sector for employment of immigrants, females and part-time workers, which together constitute the largest group with regard to unemployment in many cities. The paper also shows how the evolution of a culinary culture in Oslo has contributed to solidarity within and between ethnic groups, which is sorely needed today.

Originality/value

This paper shows that sustainable, liveable and connected places can be developed without reliance on standard branding and marketing procedures, and despite opposition from the retail industry and lack of support from local authorities.

Details

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

Keywords

Article
Publication date: 12 October 2015

Andrea Insch and Menique Stuart

The purpose of this paper is to identify the factors underlying residents’ lack of involvement and engagement with their city brand. This paper addresses the gap in understanding…

1411

Abstract

Purpose

The purpose of this paper is to identify the factors underlying residents’ lack of involvement and engagement with their city brand. This paper addresses the gap in understanding residents’ disengagement from their city brand.

Design/methodology/approach

In-depth interviews with 14 residents of Dunedin City, New Zealand, were conducted to identify and understand the factors that underlie residents’ disengagement from their city brand. The interviews were transcribed and analysed using thematic analysis.

Findings

Four major themes or factors that influence residents’ disengagement were identified: lack of brand awareness/knowledge; lack of brand identification; disapproval of local government actions; and cynical attitudes towards involvement.

Research limitations/implications

This paper focuses on one city brand, with its unique history and institutional context, and the thoughts and experiences of a limited group of residents, thus limiting the applicability of the findings. A longitudinal study would be helpful to identify if residents’ engagement with their place brand change over time and the underlying reasons for such changes.

Practical implications

Extant research highlights the importance of a participatory, co-creative process between citizens and local governments for building city brands. Despite this, this study’s findings demonstrate that there might be several formidable barriers to resident participation in their city’s branding process.

Originality/value

This paper represents a first step in understanding what might trigger or contribute to residents becoming disengaged from their city’s brand. Therefore, this paper considers the “hidden voices” of residents who have become largely disconnected from the city brand.

Details

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

Keywords

Article
Publication date: 12 October 2015

Turki Shoaib and Ramin Keivani

This study aims to explore the development of a new city brand in Saudi Arabia. Place Branding theory is geared towards existing places and does not take into account newly…

1226

Abstract

Purpose

This study aims to explore the development of a new city brand in Saudi Arabia. Place Branding theory is geared towards existing places and does not take into account newly developed cities. Here “Place Branding” takes on a new significance. How do we develop a brand for a city that does not yet exist? Who are the actors involved and how do they influence the process?

Design/methodology/approach

The study uses discourse analysis to investigate the interplay between actors and place brand development in King Abdullah Economic City (KAEC) for two separate branding scenarios. It is further structured through the theoretical lens of actor-network theory (ANT) to take advantage of relational aspects that can lend insight on how a brand is created and enacted.

Findings

Initial findings suggest that branding messages in KAEC are fragmented with little government or other stakeholder involvement leading to poor brand awareness and performance. The study also emphasises the importance of branding practices in the beginning stages of new city development. It further suggests that the message itself, the conceptual place brand, can represent a socially constructed idea or belief that can shape perceptions about the project before physical form is developed.

Originality/value

The case study in Saudi Arabia will highlight the opportunities and pitfalls associated with place branding in the Middle East while comparing the findings with traditional place-branding approaches in existing cities. By contextualizing discourse analysis research within an ANT-based exploration of the KAEC brand’s gestation in Saudi Arabia, the study highlights the meaningfulness of a place brand construct in the process of city creation.

Details

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

Keywords

Article
Publication date: 13 April 2015

Ulla Hytti, Päivikki Kuoppakangas, Kati Suomi, Chris Chapleo and Massimo Giovanardi

The purpose of this paper is to investigate how healthcare professionals understand a new organisational brand and examine the ideas discussed in relation to it within healthcare…

2173

Abstract

Purpose

The purpose of this paper is to investigate how healthcare professionals understand a new organisational brand and examine the ideas discussed in relation to it within healthcare organisations.

Design/methodology/approach

The research is based on a discursive approach that facilitates understanding how the informants perceived a new organisation brand and how that might shape their activities in the enterprise.

Findings

The study identified four distinct interpretative repertoires: the organisational brand as an economic solution, the magic wand, the factory and a servant to the customer. The new brand was understood in terms of economic and business-like functions marked by external branding and its signs (logos, etc.). The brand is not communicated to patients or colleagues and the factory metaphor is applied to work practices. Hence, several potential dilemmas arise concerning the brand promise, customer expectations, economic and efficiency gains and the professional values of employees.

Research limitations/implications

Adoption of private-sector practices in semi-public or public-sector organisations is common. This study focuses on how private-sector ideas diffuse into the organisations and how they are translated within them.

Practical implications

The authors suggest a stronger emphasis on internal branding as a reconciliation to enhance legitimacy, high-quality customer service and staff wellbeing.

Originality/value

Theoretically, the unique contribution of the study is drawing upon healthcare branding, dilemma theory and discursive institutionalism in its interpretation. Consequently, it demonstrates how ideas about the brand and public healthcare are translated and communicated in the examined discourses and how those ideas reconstruct understanding and change behaviour within the organisations.

Details

International Journal of Public Sector Management, vol. 28 no. 3
Type: Research Article
ISSN: 0951-3558

Keywords

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

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