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- Rauhut, Daniel, 1968-, et al.
(författare)
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How to measure the impact of place marketing activities : a methodological discussion
- 2020
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Ingår i: Geografisk tidsskrift. - Copenhagen : Taylor & Francis. - 0016-7223 .- 1903-2471. ; 120:1, s. 67-78
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to explicate and discuss the main methods of measuring the effects of place marketing. Rather than favouring one method over another a priori, we seek to understand each method on its own terms in order to illuminate key assumptions and hypotheses. Additionally, we compare and contrast the different methods to reveal areas of logical inconsistency.Generally, the impact of place marketing activities is dominated by fragmented, often single case studies, analysed using qualitative methods. The methods hitherto developed to measure the effect of place marketing activities posit causal mechanisms in line with simple ex ante/ex post comparisons. As place marketing appears to be ‘political’ and policy oriented, the need to understand what happens in the policy process and the context in which marketing activities take place is paramount, we need to unfold the political process so as to understand why and how some place marketing activities work, and others do not.
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| 2. |
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| 3. |
- Rauhut Kompaniets, Olga, 1980-, et al.
(författare)
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Public Diplomacy, Place Branding, and Refugee Settlement
- 2021
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Ingår i: 5th Annual Conference International Place Branding Association. - : Documenta Universitaria. - 9788499845838 ; , s. 133-139
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Konferensbidrag (refereegranskat)abstract
- BackgroundNowadays, not only countries but also cities and regions communicate directly with residents in other countries using public diplomacy. Public diplomacy includes all official efforts to convince targeted sectors of foreign opinion to support or tolerate the strategic objectives of the government of a state, region or city. By branding your place to residents in other countries, you can make your place an attractive place to move to. On the other hand, you can also demolish your place brand reputation among other target groups and stakeholders.AimThis paper aims at discussing the role of public diplomacy in place branding for attracting new residents. We will focus on refugees. Once the refugees have obtained the right to stay in Sweden, they have the right to settle down wherever they want. However, they do not settle down in different parts of Sweden by random, but as a response to municipal public diplomacy communication strategies in branding places.DesignWe use an exploratory case study design to discuss how the two cities Borlänge and Malmö work with public diplomacy and place branding in attracting refugees to settle down in these cities. Both cities relied on immigrant labour but entered a painful deindustrialisation process in the late 1970s. However, in the 1990s the cities’ development took different turns. We develop a conceptual framework based on public diplomacy and place branding. The empirical material is based on policy documents decided by the respective city halls, statistics from Statistics Sweden and previous research.FindingsThe place branding of Borlänge targets just the residents. For non-residents the brand is weak and for refugees unattractive. No public diplomacy communication is reported in the policy documents from Borlänge. Malmö works actively with place branding and public diplomacy to attract new residents from abroad, and refugees re-settling from other parts of Sweden. The city is seen as a multicultural and superdiverse, a city where natives are a minority population. Unfortunately, by targeting one group of new residents so hard makes Malmö unattractive for other potential target groups.Policy implicationsPublic diplomacy and place branding matters. Local and regional politicians can make their place attractive for new residents from other parts of Sweden as well as abroad, for labour migrants as well as refugees. It depends on the chosen target groups as well as place branding strategy. Place branding and public diplomacy are highly political activities and as such, they are political sensitive.
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| 4. |
- Rauhut Kompaniets, Olga, 1980-, et al.
(författare)
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The Place Marketing Concept of Rural Municipalities in Northern Sweden : a Content Analysis of the Municipals' Homepages
- 2013
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Ingår i: Romanian Journal of Regional Science. - Bucharest : Regional Science Association. - 1843-8520. ; 7:2, s. 11-36
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Tidskriftsartikel (refereegranskat)abstract
- The place marketing concept is one of the most popular concepts used in the analysis and promotion of countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most studies on place marketing focus on unique selling points and thus on brands of already extensively 'marketed' countries, national capitals and other large metropolitan areas, while the rural towns that need more marketing attention, given their need to overcome their lack of material and non-material resources, are often ignored. This is based on the idea of the promotion to target markets of the unique selling points of the town in question. This paper aims to discuss the extent to which the place marketing concept can be viewed as an essential tool in the effective promotion of 75 rural towns in the seven northernmost regions of Sweden. The paper outlines the reasons why rural towns in Northern Sweden should use place marketing. The article also highlights the basic features of the place marketing concept and its key elements for rural towns as well as describing the target audience for rural towns while identifying their specific needs and wants.
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| 5. |
- Rauhut Kompaniets, Olga, 1980-, et al.
(författare)
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The Place Marketing Conceptof Rural Towns in Northern Sweden : what is the Unique Selling Point?
- 2013
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Ingår i: 53rd Congress of the European Regional Science Association: "Regional Integration: Europe, the Mediterraneanand the World Economy".
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Konferensbidrag (refereegranskat)abstract
- The place marketing concept is one of the popular concepts to analyze and promote countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most of studies on place marketing however focus on the unique selling points and brands of countries, the capitals and the big cities, while rural towns need more marketing attention due to overcoming the lack of material and non-material resources in the towns. This is based on the idea of promotion to target markets of unique selling point of the town.This paper aims to discuss to what extent the place marketing concept as a necessary condition for an effective promotion of 75 rural towns in the seven northernmost regions in Sweden. The paper presents reasons for using the place marketing concept by rural towns in Northern Sweden. Also it contains features of the place marketing concept and its key elements for rural towns, describes the target audience for rural towns with their specific needs and wants.
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| 6. |
- Rauhut Kompaniets, Olga, 1980-, et al.
(författare)
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Why urban and rural place marketing strategies differ : A theoretical discussion
- 2016
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Ingår i: Romanian Journal of Regional Science. - Bucharest : Regional Science Association. - 1843-8520. ; 10:1, s. 23-42
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Tidskriftsartikel (refereegranskat)abstract
- This paper promotes a theoretical discussion on the applicability of city marketing techniques when place marketing a rural area. The discussion focuses on the preconditions for successful place marketing in both cities and rural areas, illustrating how place marketing needs to be applied to be successful. The findings suggest that rural areas differ from cities and metropolitan areas – in terms of e.g. population, resources, vulnerability and resilience – thus making it difficult to essentially ‘copy-paste’ city marketing strategies and techniques onto rural areas. Place marketing has however become a lucrative area for private sector consultants uninterested in the time-consuming gathering of empirical evidence because their business model is based on reusing the same product. This paper offers important insights on the importance of theory when conducting place marketing; theorising successes and failures in place marketing could actually increase the efficiency of place marketing activities. For rural areas this could stimulate regional development.
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| 9. |
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Barnfattigdom
- 2013. - 1
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Samlingsverk (redaktörskap) (övrigt vetenskapligt/konstnärligt)
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| 10. |
- Björnsen, Marte, et al.
(författare)
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The Nordic Regional Labour Markets
- 2009
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Ingår i: The Potential Labour Supply in the Nordic Countries. - Stockholm : Nordregio. - 9789189332720
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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