Identifying key stakeholder groups for implementing a place branding policy in Saint Petersburg
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 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. T
- Weitere Titel
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Выявление важнейших групп стейкхолдеров для целей реализации политики территориального брендинга в Санкт-Петербурге
- Standort
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Deutsche Nationalbibliothek Frankfurt am Main
- Umfang
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Online-Ressource
- Sprache
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Englisch
- Anmerkungen
-
Veröffentlichungsversion
begutachtet (peer reviewed)
In: Baltic Region ; 9 (2017) 3 ; 99-115
- Klassifikation
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Wirtschaft
- Ereignis
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Veröffentlichung
- (wo)
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Mannheim
- (wann)
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2017
- Urheber
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Kulibanova, V. V.
Teor, T. R.
- DOI
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10.5922/2079-8555-2017-3-7
- URN
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urn:nbn:de:0168-ssoar-56336-8
- Rechteinformation
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Open Access; Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
- Letzte Aktualisierung
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25.03.2025, 13:45 MEZ
Datenpartner
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Beteiligte
- Kulibanova, V. V.
- Teor, T. R.
Entstanden
- 2017
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