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The purpose of this paper is to critically explore the role of place branding, specifically at the regional scale, as an instrument for the attainment of strategic spatial planning goals. It also aims to contribute to the academic debate on place branding by discussing its relevance and effectiveness in supporting economic and social spatial realignment through civic participation and the shaping of clearly envisioned agreed futures.

Exploratory in nature, this paper’s theoretical exploration is developed by detailing relevant findings from a case study on the significance of a regional branding initiative, integrated in a wider planning strategy for northern Portugal (NUTS II). In conducting this exploratory research, primary data were gathered through 16 in-depth, semi-structured interviews with key regional actors and organizations with a stake (and expertise) in the region.

Findings show the key strategic domains in which the region excels. These domains could fuel a potential regional branding initiative. However, the key regional actors interviewed agree that the diverse and fragmented regional assets and the socioeconomic scenario all require and yet hinder regional coordination efforts. In addition, territorial reorganization and the definition of a regional economic model, plus decentralization of decision-making and the establishment of leadership, are imperative for the effectiveness of a regional branding strategy aligned with the ongoing strategic spatial planning initiatives.

Managerial implications of integrating the opinions and perspectives of regional actors into a potential place-branding initiative as strategic spatial planning instrument include improving socio-spatial and spatial-economic condition of the region and envisioning shared futures.

By guiding the thoughts of scholars, practitioners and policymakers towards a strategic spatial planning approach to place branding, the paper contributes to the advancement and maturation of the place-branding field, by lending a more strategic approach and geographical/spatial consciousness to the process of place branding. The paper also sheds light on the challenges and complexity of branding regions, a scale of analysis seldom explored in place-branding literature.

This paper aims to firstly depict the theoretical links between place branding and strategic spatial planning to provide further theoretical and conceptual foundations. Secondly, it aims to explore the roots of place branding theory and practice in Portugal, as well as how place branding has been approached (or not) in spatial development plans, strategic initiatives and policy documents by stating the territorial, spatial-economic and sectoral development trajectories for the country and its northern region.

A content analysis of 20 spatial development plans, strategies and policy documents (of 30 identified), published by Portuguese authorities, the European Union (EU) and the Organisation for Economic Co-operation and Development, mainly for the period between 2014 and 2020, has been used.

Empirical evidence shows that tourism-oriented promotion initiatives, investment-oriented marketing campaigns and communication strategies uniquely supported by visual elements and aesthetic values (e.g. logos and slogans) deserve more attention from authorities in charge of spatial planning and policy-making. Place branding is an absent term. Moreover, there is inconsistency between current research and practice on place branding and how it has been incorporated in strategic spatial planning at EU, national and regional levels.

Whilst some of the research findings are place-specific (Portugal and its northern region), this exploratory paper aims to present a better understanding of the way in which places and branding can be conceptually addressed, primarily by assigning a spatial dimension to the idea of branding places and its alignment with strategic spatial planning and spatial plan-making.

This paper critically explores the actual or potential roles of place branding as an instrument for the attainment of strategic spatial planning goals through its integration in plan and policy-making. By guiding the attention of academics, practitioners and policymakers towards a strategic spatially oriented approach to place branding, the paper brings an alternative view to the scholarly and professional debate on place branding.

This paper aims to find out what conditions are needed to enhance higher education curricula towards employability from the perspective of different stakeholders in the graduate labour market.

An empirical study was developed, using a qualitative approach, based on semi-structured interviews with higher education institutions (HEIs) and labour market players, in the north region of Portugal. The data were analysed through content and descrip\tive analysis with NVivo.

The results show a set of constraints that hinder the match of higher education curricula with employability, namely, (1) the weak connection between HEIs and employers and (2) the curricular structure, which is characterised by a heavy theoretical component and a weak approach to the soft skills required by the current labour market. Possible solutions, with implications for educational policy, are given throughout the study.

The geographical scope and the nature of the study suggest that some precautions are required when generalising results. However, the literature on other areas in Portugal strengthens the findings and compensates for the sample's limitations.

This study combines the perspectives of the different individual stakeholders involved which, when taken as a whole, provide some recommendations for tailored curricula towards employability. Other studies in Portugal address each of these issues individually, without a connection between all the different perspectives.

The purpose of this paper is to evaluate an entrepreneurship training and education programme, which has already had five editions in the Sabor region of Portugal’s northern interior. This evaluation was conducted in order to propose new guidelines to improve the Sabor Entrepreneurship Programme (SEP).

The research included primary data collection using mixed methods (i.e. quantitative and qualitative). Questionnaires were distributed to 103 entrepreneurs who participated in the SEP, and interviews were conducted with entities involved in developing this programme. The data were processed using cross-sectional content analysis of the interviews and descriptive analysis of the completed questionnaires in order to ascertain the opinions of all the parties involved in the SEP.

The results show that the SEP has been modified throughout the five editions, which has contributed to better performance. Based on the findings, new guidelines were proposed for the programme, such as the implementation of new phases and improvement of various methods used. The proposed phases include the validation and full development of business ideas, management decision training for entrepreneurs, help with financing solutions and support during new companies’ first three years. The results also indicate that the SEP needs to create an entrepreneurial ecosystem that includes public policies and the involvement of other local entities that are active in the region and that have the skills entrepreneurs need.

This study’s findings have theoretical and practical implications, which provide empirical evidence of how evaluating entrepreneurship education and training programmes can make them more effective and efficient. In addition, the results contribute to the evolution of the existing knowledge about entrepreneurial ecosystems.

The main goal of this paper is to study the specific characteristics of the performance of companies in the metallurgical sector, in the northern region of Portugal.

To achieve this aim, the authors have used data from 325 companies manufacturing metal products, except machinery and equipment (CAE Rev.3 25) and 27 companies that manufacture machinery and equipment (CAE Rev. 3 28). The models were estimated by using the panel data methodology for the period between 2011 and 2019. Specifically, the estimation method of the generalized method of moments system (GMM system) proposed by Arellano and Bover (1995) and Blundell and Bond (1998) was used.

The results show that the main decisions on the performance of metallurgical companies in Northern Portugal depend on the dimensions of sales in the domestic market (SDM), sales in the community market (SCM), and sales in the foreign market (SFM) and also highlight that the signal and significance of the specific variables depends on how the different stakeholders understand performance.

As far as the authors know, this is the first study to comparatively analyze the two metallurgical databases in Portugal. Despite the huge difference in the size of the sample, this study’s results show that in an era of paradigm shift about what business objectives should be, stakeholders are still not environmentally aware and the social dimension is only considered by shareholders, but not yet by the manager and the general community.

This chapter presents an overview of the ‘big’ data of Mediterranean agriculture, with a special focus on the four EU countries (Portugal, Spain, Italy and Greece), in order to provide a backdrop for the rest of cases analysed in the volume. In this regard, two thesis are discussed: the assumption that farming systems in the South have not followed the process of ‘productivist modernisation’ characterising post-war Northern European agricultural change, and that, precisely due to this reason, most holdings and regions from the South would have more possibilities to adapt to new approaches of multifunctional rural development.Thus, the chapter tackles both the static and dynamic structural traits of Southern agricultures and their differences with the North, as well as several aspects of the organisation of farming in the Mediterranean and other key components of productivist modernisation: farm intensification and specialisation. Later, the diffusion of multifunctional dynamics is addressed, in order to introduce some reflections about their meaning and scope in the Mediterranean regions. The chapter ends with a straightforward typology of Southern farming systems and a concluding section, which goes back to discuss the two initial theses.

The purpose of this paper is to perform a comparative analysis between Aveiro's Lagoon (Portugal) and Sepetiba Bay (Brazil), in order to understand the similarities and differences between these two coastal zones, in terms of human occupation.

This paper is supported by works (papers and scientific projects being developed) produced in Portugal and Brazil, by researchers from different areas of expertise.

These two coastal zones have a similar geomorphologic evolution, due to the fact that both appeared because of a sandy spit, which started to grow and separated these areas from the sea, converting them into sheltered coasts. It was because they are protected that these two study cases early became targets for human occupation. The anthropic impacts in the systems were sustainable until the middle of the twentieth century. Since then, however, the economic development options, based first in industry and second in tourism exploration, have compromised the natural healthy balance.

This paper could be a contribution to a scientific support for political decisions on the coastal zone management (namely in these studied areas).

The paper provides and increases the knowledge of the coastal zones’ evolution and occupation – from a multidisciplinary perspective – produced and made available to scientists, local politicians, students and local populations.

The paper provides a truly interdisciplinary approach, which allows a better understanding of the evolution of these two systems, discussing the causes and consequences of human activities in both coastal areas.

This chapter provides the results of the motivations and the profile of the creative tourist. Results originate from the major studies done worldwide, concerned with the different types of activities. This analysis is essential to design new products based on Creative Tourism and sustainability. Also, because at an international level, including South Europe, the profile of the creative tourist has not been characterised, especially the one that visits medium-sized cities and rural areas. This chapter intends to answer the following questions: Who is the participant in Creative Tourism activities? Is he/she mainly domestic or an international tourist? Why does this type of tourist participate in these creative experiences? What type of information sources do these tourists use to find the experiences in which he/she participates? This chapter uses primary and secondary data. The secondary data follow a content analysis approach of activities offered by Airbnb Experiences Platform. Regarding the primary data, 595 questionnaires applied in 45 creative experiences in the Northern region of mainland Portugal were analysed. The creative experiences were divided into seven categories: ‘creative festivals’, ‘nature and creativity’, ‘photography workshop’, ‘gastronomy experience’, ‘industrial experience’, ‘technology and creativity’ and ‘art and crafts’. The methods used were quantitative in nature. The questionnaire used consisted of 31 closed questions aimed at the profile and the motivations of the creative experience participants. Descriptive statistical analysis was used. The main results showed that participants in the seven categories of Creative Tourism experiences have relatively large differences in terms of demographic and socio-economic characteristics. These differences were also evident in their motivations for participating in Creative Tourism experiences.

The purpose of this paper is to characterize the senior entrepreneurship context, as a solution for an unemployed qualified segment between 45 and 60 years of age, in the Northern region of Portugal, from a national and European perspective, associated to the growth trend of qualified senior unemployment in the region, based on a statistical angle and from the point of view of the motivations to become self-employed with a business creation project.

This empirical study is a cross-sectional study of mixed nature, that reconciles qualitative and quantitative analysis. A questionnaire was made and applied to a sample of 1,000 individuals and seven semi-structured interviews which four focus groups were carried out.

Findings allow us to conclude that the studied segment, skilled unemployed individuals between the ages of 45 and 60, is a growing segment that tends to evolve into long-term unemployment and underlines a potential reluctant entrepreneurship by necessity, i.e. a reduced motivational content of these unemployed people for the creation of their own job. The authors can conclude, in the Portuguese case, that government policies relating to taxes and bureaucracy are considered as unfavorable conditions or potentially inhibitors of senior entrepreneurship. Lastly, the authors underline the clear absence of specific support programs and measures for the promotion of entrepreneurship among the qualified senior unemployed and the authors propose an ecosystem creation regarding the specifics of the target group of the study.

The study identifies a set of actions and/or orientations that could be relevant and taken into account by the decision makers.

The main contribution of this paper is the better knowledge of the context and motivations for qualified senior entrepreneurship, as well as the associated personal, economic and social barriers; and the specific suggestions provided to policy makers in order to improve the context of the senior entrepreneurship.

The authors want to study the connection between institutional theory and corporate social responsibility (CSR) in the set of hotels with three, four and five star situated in Galicia (Spain) and in the Northern region of Portugal. The authors aim to see whether there is a contrast of isomorphic behaviour in the institutional context of both regions.

A quantitative study in which the authors apply the partial least square (PLS) technique, a methodology based on structural equations models using the software Visual-PLS. The authors intend to study the relationships between the pressures of institutional context and CSR practices, together with the relationship between legitimacy and these practices. The focus of the proposed model is based on the system theory.

The main findings of this research clearly show that hotels are incorporated into an institutional context marked by enforced and regulatory pressures.

The proposed research model can be replicated using other units of study, sectors, geographic areas, among others, due to the explanatory capacity of the theoretical framework used.

The originality of this work derives from the main contributions based on the theoretical framework (institutional theory and CSR), the object of study and geographical area (three, four and five star hotels located in Galicia and in the North of Portugal), the context (economic crisis), the field of study (private sphere) and the type of organizations (profit making).