A Strategic Place Marketing Model for the Development of Local Territorial Systems (ltss)

Journal title SCIENZE REGIONALI
Author/s Giovanni Pino, Gianluigi Guido
Publishing Year 2016 Issue 2016/1
Language English Pages 28 P. 29-56 File size 323 KB
DOI 10.3280/SCRE2016-001002
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

Place marketing may be a major lever of territorial development. In many cases, however, place marketing strategies result in mere promotional initiatives, which are rarely driven by structured strategic planning approaches. This study addresses this issue and uses a strategic marketing model termed Strategic Thrust Analysis (sta) to devise effective development strategies for four Local Territorial Systems, or ltss (i.e. groups of municipalities sharing social, economic, and spatial features) located in a Southern Italian province. A standard procedure to implement the sta is proposed in the article, and marketing implications useful for policymakers are drawn from the results. The limitations of the study and indications for future research are also discussed.

Keywords: Strategic thrust analysis; local development; local territorial systems.

Jel codes: O21, R58, R11.

  1. Aaker D.A., 2001, Strategic Market Planning (6th edition). New York: Wiley & Sons.
  2. Abebe M.A., 2009, ≪Leadership Characteristics of Declining Firms Attempting Turnaround: An Empirical Examination≫. Journal of Strategy and Management, 2, 3: 201-216. DOI: 10.1108/17554250910982462
  3. Almunawar M.N., Susanto H., Anshari M., 2010, ≪A Cultural Transferibility of it Business Application: Ireservation System≫. Journal of Hospitality and Tourism Technology, 4, 2: 155-176. DOI: 10.1108/JHTT-05-2012-0015
  4. Anholt S., 2006, ≪The Anholt-gmi City Brands Index. How the World Sees the Worldʼs Cities≫. Place Branding, 2, 1: 18-31. DOI: 10.1057/palgrave.pb.5990042
  5. Anholt S., 2010, ≪Definitions of Place Branding - Working Towards a Resolution ≫. Place Branding and Public Diplomacy, 6: 1-10. DOI: 10.1057/pb.2010.3
  6. Archibugi D., Coco A., 2004, ≪A New Indicator of Technological Capabilities for Developed and Developing Countries (ArCo)≫. World Development, 32, 4: 629-654. DOI: 10.1016/j.worlddev.2003.10.008
  7. Ashworth G., Kavaratzis M., 2009, ≪Beyond the Logo: Brand Management for Cities≫. Brand Management, 16, 8: 520-531. DOI: 10.1057/palgrave.bm.2550133
  8. Ashworth G., Voogd, 1990, Selling the City: Marketing Approaches in Public Sector Urban Planning. London: Belhaven Press.
  9. Baker M.J., Cameron E., 2008, ≪Critical Success Factors in Destination Marketing ≫. Tourism and Hospitality Research, 8, 2: 79-97. DOI: 10.1057/thr.2008.9
  10. Barrios S., Bertinelli L., Strobl E., 2005, ≪Multinationals and Regional Indigenous Development≫. The Annals of Regional Science, 39, 1: 149-166. DOI: 10.1007/s00168-004-0190-0
  11. Best M.H., Xie H., 2006, Discovering regional competitive advantage: Route 128 vs. Silicon Valley. Paper presented to the druid Summer Conference on ≪Knowledge, Innovation and Competitiveness: Dynamics of Firms, Networks, Regions and Institutions≫, Copenhagen, Denmark, June 18-20.http://www2.druid.dk/conferences/viewpaper.php?id=634&cf=8.
  12. Boardman A.E., Shapiro D.M., Vining A.R., 2004, ≪A Framework for Comprehensive Strategic Analysis≫. Journal of Strategic Management Education, 1, 2: 307-342.
  13. Burger-Helmchen T., 2009, ≪Capabilities in Small High-Tech Firms: A Case of Plural-Entrepreneurship≫. Journal of Small Business and Enterprise Development, 16, 3: 391-405. DOI: 10.1108/14626000910977125
  14. Caroli M.G., Boccardelli P., Paniccia I., 1999, Il marketing territoriale, Milano: FrancoAngeli.
  15. Crino R., 2009, ≪Offshoring, Multinationals and Labour Market: A Review of the Empirical Literature≫. Journal of Economic Surveys, 23, 2: 97-249. DOI: 10.1111/j.1467-6419.2008.00561.x
  16. Coulson A., Ferrario C., 2007, ≪Institutional Thickness: Local Governance and Economic Development in Birmingham, England≫. International Journal of Urban and Regional Research, 31, 3: 591-615. DOI: 10.1111/j.1468-2427.2007.00739.x
  17. Das Gupta M., Bongaarts J., Cleland J., 2011, ≪Population, Poverty, and Sustain-able Development a Review of the Evidence≫. Policy Research Working Paper 5719, The World Bank Development Research Group Human Development and Public Services Team, 1-28.
  18. Deffner A., Metaxas T., 2010, ≪Place Marketing, Local Identity and Branding Cultural Images in Southern Europe: Nea Ionia, Greece and Pafos, Cyprus≫. In: Ashworth G. and Kavaratzsis M., Towards Effective Place Brand Management, Cheltenham: Edward Elgar, 49-68.
  19. Delavande A., Rohwedder S., 2011, ≪Differential Survival in Europe and the United States: Estimates Based on Subjective Probabilities of Survival≫. Demography, 48, 4: 1377-1400. DOI: 10.1007/s13524-011-0066-8
  20. Dimitriou H.T., 2008, ≪Strategic Planning thought: Lessons from Elsewhere≫ In: Dimitriou H.T. and Thompson R. (eds.), Strategic Planning for Regional Development in the UK. New York: Routledge, 43-65.
  21. Dornier R., Selmi N., Delecolle T., 2012, ≪Strategic Groups Structure, Positioning of the Firm and Performance: A Review of Literature≫. International Business Research, 5, 2: 27-40. DOI: 10.5539/ibr.v5n2p27
  22. Dossa L.H., Buerkert A., Schlecht E., 2011, ≪Cross-location Analysis of the Impact of Household Socioeconomic Status on Participation in Urban and Peri-urban Agriculture in West Africa≫. Human Ecology, 39, 5: 569-581. DOI: 10.1007/s10745-011-9421-z
  23. Douglas S.P., 2001, ≪Exploring New Worlds: The Challenges of Global Marketing ≫. Journal of Marketing, 65, 1: 103-107.
  24. Dudensing R.M., Barkley D.L., 2010, ≪Competitiveness of Southern Metropolitan Areas: The Role of New Economic Policies≫. The Review of Regional Studies, 40, 2: 197-226.
  25. Echtner C., Ritchie J.R.B., 1993, ≪The Measurement of Destination Image: An Empirical Assessment≫. Journal of Travel Research, 31, 4: 3-13. DOI: 10.1177/004728759303100402
  26. Fioretos O., 2010, ≪Europe and the New Global Economic Order: Internal Diversity as Liability and Asset in Managing Globalization». Journal of European Public Policy, 17, 3: 383-399. DOI: 10.1080/13501761003661984
  27. Fischer M., Nijkamp P., 2009, Entrepreneurship and Regional Development in Handbook of Regional Growth and Development Theories. Cheltenham, UK: Edward Elgar Publishing Ltd.
  28. Fitjar R.D., 2005, ≪Measuring Regionalism: Content Analysis and the Case of Rogaland in Norway≫. Regional and Federal Studies, 15, 1: 59-73. DOI: 10.1080/13597560500084095
  29. Gertner D., 2011, ≪Unfolding and Configuring Two Decades of Research and Publications on Place Marketing and Place Branding≫. Place Branding and Public Diplomacy, 7: 91-106. DOI: 10.1057/pb.2011.7
  30. Gertner D., Kotler P., 2004, ≪How Can a Place Correct a Negative Image?≫. Place Branding, 1, 1: 50-57. DOI: 10.1057/palgrave.pb.5990004
  31. Gilodi C., 2004, Territorio e marketing, tra letteratura e nuovi percorsi di ricerca. liuc Papers, 149, Serie Economia e Istituzioni, 13: 1-32. www.biblio.liuc.it/liucpap/pdf/149.pdf on June, 29, 2013.
  32. Gonzales S., 2011, ≪The North/South Divide in Italy and England: Discursive Construction of Regional Inequality≫. European Urban and Regional Studies, 18, 1: 62-76. DOI: 10.1177/0969776410369044.GoshB.C.,LiangT.W.,MengT.T.,ChanB.,2001,≪TheKeySuccessFactors,DistinctiveCapabilities,andStrategicThrustsofTopsmesinSingapore≫.JournalofBusinessResearch,51,3:209-221.Doi:10.1016/S0148-2963(99)00047-8
  33. Governa F., Salone C., 2004, ≪Territories in Action, Territories for Action: The Territorial Dimension of Italian Local Development Policies≫. International Journal of Urban and Regional Research, 28, 4: 796-818. DOI: 10.1111/j.0309-1317.2004.00552.x
  34. Govers R., Go F., 2009, Place Branding. Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. New York: Palgrave.
  35. Guido G., 2000, ≪Un approccio strategico al marketing dei sistemi territoriali locali≫. Economia e Diritto del Terziario, 2: 605-629.
  36. Guido G., 2007, ≪The Development of Tourist and Industrial Districts in South Italy: A Strategic Marketing Perspective≫, Sinergie, 26: 191-200.
  37. Guido G., Pino G., Vergari M., 2009, I fabbisogni strategici di immagine dei sistemi
  38. territoriali locali salentini, paper presented at the XXXI aisre Conference. Aosta: September, 20-22.
  39. Hankinson G., 2010, ≪Place Branding Research: A Cross-disciplinary Agenda and the Views of Practitioners≫. Place Branding and Public Diplomacy, 6, 4: 300-315. DOI: 10.1057/pb.2010.29
  40. Helms M.M., Rodriguez M.A., De Los Rios L., Hargrave B., 2011, ≪Entrepreneurial Potential in Argentina: A swot Analysis≫. Competitiveness Review, 21, 3: 269-287. DOI: 10.1108/10595421111134859
  41. Insch A., Florek M., 2008, ≪A Great Place to Live, Work and Play: Conceptualizing Place Satisfaction in the Case of a City’s Residents≫. Journal of Place Management and Development, 1, 2: 138-149. DOI: 10.1108/17538330810889970
  42. istat, 2007, Classificazione delle attività economiche Ateco 2007. www.istat.it/it/archivio/17888.
  43. istat, 2013, Il Reddito disponibile delle famiglie nelle regioni italiane statistiche report. www.istat.it/it/archivio/81454.
  44. Kavaratzis M., Ashworth G., 2010, ≪Place Branding: Where do we Stand?≫. In: Ashworth G. and Kavaratzsis M., Towards Effective Place Brand Management, Cheltenham: Edward Elgar, 1-14.
  45. Kim J.H., 2014, ≪The Antecedents of Memorable Tourism Experiences: The Development of a Scale to Measure the Destination Attributes Associated with Memorable Experiences≫. Tourism Management, 44, 10: 34-45. DOI: 10.1016/j.tourman.2014.02.007
  46. Kitson M., Martin R., Tyler P., 2004, ≪Regional Competitiveness: An Elusive Yet Key Concept?≫. Regional Studies, 38, 9: 991-999. DOI: 10.1080/0034340042000320816
  47. Kotler P., Haider D.H., Rein I., 1993, Marketing Places: Attracting Investment Industry, and Tourism to Cities, States, and Nations. New York: The Free Press.
  48. Kotler P., Jatusripitak S., Maesincee S., 2002, The Marketing of Nations. A Strategic Approach to Building National Wealth. New York: The Free Press.
  49. Kotler P., Asplund C., Rein I., Haider H.D., 1999, Marketing Places Europe: Attracting Investments, Industries and Visitors to European Cities, Communities, Regions and Nations. New York: Prentice Hall.
  50. Libaers D., Meyer M., 2011, ≪Highly Innovative Small Technology Firms, Industrial Clusters and Firm Internationalization≫. Research Policy, 40, 10: 1426-1437.
  51. DOI: 10.1016/j.respol.2011.06.005.LiargovasP.,DaskalopouluI.,2011,≪CapitalAllocationintheGreekRegions≫.JournalofPolicyModeling,33,6:866-888.Doi:10.1016/j.jpolmod.2011.03.011
  52. Lugoli F., Leopizzi M.I., Bagordo F., Grassi T., Guido M., De Donno A., 2011, ≪Widespread Microbiological Groundwater Contamination in the South-Eastern Salento (Puglia-Italy)≫. Journal of Environmental Monitoring, 13, 1: 192-200. DOI: 10.1039/c0em00193g
  53. Maler K.G., 2007, ≪Wealth and Sustainable Development: The Role of David Pearce≫. Environmental Resource Economics, 37, 1: 63-75. DOI: 10.1007/s10640-007-9111-x
  54. Marcati A., Guido G., Peluso A.M., 2008, ≪The Role of sme Entrepreneurs’ Innovativeness and Personality in the Adoption of Innovations≫. Research Policy, 37, 9: 1579-1590. DOI: 10.1016/j.respol.2008.06.004
  55. Marschke M.J., Berkes F., 2006, ≪Exploring Strategies that Build Livelihood Resilience: A Case from Cambodia≫. Ecology and Society, 11, 1. www.ecologyandsociety.org/vol11/iss1/art42/.
  56. Mas M., 2012, ≪Productivity in the Advanced Countries: From Expansion to Crisis≫. In: Mas M. and Stehrer R. (eds.), Industrial Productivity in Europe.
  57. Growth and Crisis. Cheltenham (UK): Edward Elgar Publishing Ltd., 11-34.
  58. Metaxas T., 2010, ≪Place Marketing, Place Branding and Foreign Direct Investments: Defining their Relationship in the Frame of Local Economic Development Process≫. Place Branding and Public Diplomacy, 6: 228-243. DOI: 10.1057/pb.2010.22
  59. Moutinho L., Rate S., Ballantyne R., 2011, ≪Strategic Planning and Performance Management≫. In: Moutinho L., Strategic Management in Tourism. Cambridge (MA): cab International, 236-262.
  60. Morgan M., Lugosi P., Ritchie B., 2010, The Tourism and Leisure Experience.
  61. Consumer and Management Perspectives. Bristol (UK): Channel View Publications. Niedomysl T., Jonasson M., 2012, ≪Towards a Theory of Place Marketing ≫, Journal of Place Management & Development, 5, 3: 223-230. DOI: 10.1108/17538331211269639
  62. Okamuro H., Nishimura J., 2013, ≪Impact of University Intellectual Property Policy on the Performance of University-industry Research Collaboration≫. The Journal of Technology Transfer, 38, 3: 273-301. DOI: 10.1007/s10961-012-9253-z
  63. Ping Li P., Tung-Lung Chang S., 2004, ≪A Holistic Framework of E-business Strategy: The Case of Haier in China≫. Global Information Management, 12, 2: 44-62.
  64. Pino G., Amatulli C., Peluso A.M., 2013, ≪La capacita innovativa dei sistemi territoriali locali salentini≫. In: Guido G., Massari S. (a cura di), Lo sviluppo sostenibile ambiente, risorse, innovazione, qualità, scritti in memoria di M. Specchiarello. Milano: FrancoAngeli, 312-329.
  65. Pino G., Guido G., Peluso A.M., 2015, ≪Perceived Images and Vocations of Local Territorial Systems: Implications for Place Branding Strategies≫. Journal of Product & Brand Management, 24, 3: 287-302. DOI: 10.1108/JPBM-03-2014-0528.
  66. Radoslav R., Branea A.M., Găman M.S., 2013, ≪Rehabilitation through a Holistic Revitalization Strategy of Historical City Centres – Timisoara, Romania≫. Journal of Cultural Heritage, 14, 3: e1-e6. DOI: 10.1016/j.culher.2012.11.031
  67. Robertson P.L., Patel P.R., 2007, ≪New Wine in Old Bottles: Technological Diffusion in Developed Economies≫. Research Policy, 36, 5: 708-721. DOI: 10.1016/j.respol.2007.01.008
  68. Rodriguez-Pose A., Palavicini-Corona E.J., 2013, ≪Does Local Economic Development Really Work? Assessing led Across Mexican Municipalities≫. Geoforum, 44: 303-315. DOI: 10.1016/j.geoforum.2012.07.010
  69. Roy M.J., Vezina R., 2001, ≪Environmental Performance as a Basis for Competitive Strategy: Opportunities and Threats≫. Corporate Environmental Strategy, 8, 4: 339-347. DOI: 10.1016/S1066-7938(01)00118-X
  70. Shepherd D.A., Kuskova V., Patzelt H., 2009, ≪Measuring the Values that Underlie Sustainable Development: The Development of a Valid Scale≫. Journal of Economic Psychology, 30, 2: 246-256. DOI: 10.1016/j.joep.2008.08.003
  71. Siddiquee N.A., 2008, ≪E-Government and Innovations in Service Delivery: The Malaysian Experience≫. International Journal of Public Administration, 31, 7: 797-815. DOI: 10.1080/01900690802153053
  72. Syrett S., 2006, ≪Governing the Global City: Economic Challenges and Londonʼs New Institutional Arrangements≫. Local Government Studies, 32, 3: 293-309.
  73. Tonts M., Martinus K., Plummer P., 2013, ≪Regional Development, Redistribution and the Extraction of Mineral Resources: The Western Australian Goldfields as a Resource Bank≫. Applied Geography, 45: 365-374. DOI: 10.1016/j.apgeog.2013.03.004
  74. Torrance M.I., 2008, ≪Forging Global Governance? Urban Infrastructures as Networked Financial Products≫. International Journal of Urban and Regional Research, 32, 1: 1-21. DOI: 10.1111/j.1468-2427.2007.00756.x
  75. Turvey R., 2006, ≪Development from Within: An Evaluative Research on Economic Development Strategies≫. GeoJournal, 67, 3: 207-222. DOI: 10.1007/s10708-007-9047-2
  76. Usai S., Vannini M., 2005, ≪Banking Structure and Regional Economic Growth: Lessons from Italy≫. The Annals of Regional Science, 39, 4: 691-714. DOI: 10.1007/s00168-005-0022-x
  77. Van Den Berg L., Braun E., 1999, ≪Urban Competitiveness, Marketing and the Need for Organising Capacity≫. Urban Studies, 36, 5-6: 987-999.
  78. Yeoh C., Yeung Wong S., 2006, ≪Extending Economic Boundaries and Exporting Expertise: New Evidence on Singapore’s Gambit in Indonesia≫. Vietnam and India Journal of Asia Pacific Economy, 11, 1: 79-105. DOI: 10.1080/13547860500347752
  79. Yigitcanlar T., Lonnqvist A., 2013, ≪Benchmarking Knowledge-based Urban Development Performance: Results from the International Comparison of Helsinki≫. Cities, 31: 357-369. DOI: 10.1016/j.cities.2012.11.005
  80. Zecca S., Petrosillo I., Zaccarelli N., Zurlini G., 2006, Dinamica territoriale del parco regionale di Ugento, paper presented at the XVI Congress of the Italian Society of Ecology. Vierbo/Civitavecchia: September 19-22. www.ecologia.it/congressi/XVI/articles/zecca-96.pdf.
  81. Zenker S., Martin N., 2011, ≪Measuring Success in Place Marketing and Branding ≫. Place Branding and Public Diplomacy, 7: 32-41. DOI: 10.1057/pb.2011.5

  • Familiar worldwide: how PDO products reflect quality in consumers' appraisal and behaviour Pierluigi Toma, Francesco Manta, Domenico Morrone, Francesco Campobasso, in The TQM Journal /2023 pp.470
    DOI: 10.1108/TQM-07-2021-0216

Giovanni Pino, Gianluigi Guido, A Strategic Place Marketing Model for the Development of Local Territorial Systems (ltss) in "SCIENZE REGIONALI " 1/2016, pp 29-56, DOI: 10.3280/SCRE2016-001002