Suchergebnisse

Place branding strategies contribute to policy decisions that shape a city. Little research, however, investigates how place marketers influence the decision-making of those higher up in the value chain. Drawing upon Bourdieu's theory of cultural intermediation, we identify where these professionals exhibit influence in a city branding endeavour and what impact they have on policy decisions. We report results of semi-structured interviews with senior place marketers at 13 cities around the world and find that policy decisions are influenced in unofficial, hidden and non-systemic ways, including identifying and working with key stakeholders behind the scenes, playing politics, and applying a promotional lens to policy endeavours. We discuss these findings and their implications on theory and practice.

Purpose: This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach. Design/methodology/approach: A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy. Findings: Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience. Research limitations/implications: The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings. Practical implications: Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders.