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Identifying key stakeholder groups for implementing a place branding policy in Saint Petersburg
Выявление важнейших групп стейкхолдеров для целей реализации политики территориального брендинга в Санкт-Петербурге
[Zeitschriftenartikel]
Abstract Regional brands have become a valuable intangible asset and a crucial competitive resource for forging partnerships. An effective place branding policy is impossible without a precise understanding of the interests of stakeholder groups. It is essential to realize that each region is unique in its o... mehr
Regional brands have become a valuable intangible asset and a crucial competitive resource for forging partnerships. An effective place branding policy is impossible without a precise understanding of the interests of stakeholder groups. It is essential to realize that each region is unique in its own way. Territories differ in the structure of stakeholders, their influence on regional development, and the range of leverages over regional decision-makers. This study aims to give a more precise definition of key groups of stakeholders in Saint Petersburg place branding, and to identify them. The authors employ the method of theoretical and empirical typology of a territory's stakeholders within a theoretical framework proposed by E. Freeman, P. Kotler, S. Zenker, and E. Brown. The article defines the concept of key regional stakeholders and identifies them. The proposed target audience (stakeholder group) model for a place branding policy is tested on the case of Saint Petersburg. The authors show that each target audience of place marketing requires an individual policy. This is explained by the fact that each group enjoys its unique features that should be taken into account when creating and transmitting messages.... weniger
Thesaurusschlagwörter
Russland; Markenpolitik; Interessengruppe; Stadt; Osteuropa
Klassifikation
Management
Freie Schlagwörter
St. Petersburg
Sprache Dokument
Englisch
Publikationsjahr
2017
Seitenangabe
S. 99-115
Zeitschriftentitel
Baltic Region, 9 (2017) 3
DOI
https://doi.org/10.5922/2079-8555-2017-3-7
ISSN
2079-8555
Status
Veröffentlichungsversion; begutachtet (peer reviewed)