The Nature of Local Place Branding Strategies: The Cases of Almaty (KZ); Belo Horizonte (BR) and Wroclaw (PL)

Andrzej Sztando; João Paulo Moreira Silva; Aizhan Kazybayeva

Autor

Andrzej Sztando ✉️ Uniwersytet Ekonomiczny we Wrocławiu
andrzej.sztando@ue.wroc.pl https://orcid.org/0000-0002-6204-9884
João Paulo Moreira Silva Pontifical Catholic University of Minas Gerais – PUC Minas https://orcid.org/0000-0002-9470-2905
Aizhan Kazybayeva Almaty Management University https://orcid.org/0000-0001-5391-5034

Słowa kluczowe:

strategia marketingu miejsca, zrównoważony rozwój gospodarczy, Ałmaty, Belo Horizonte, Wrocław

Abstrakt

Cel: Celem badań była identyfikacja i ocena cech strategii marketingu miejsc trzech miast z różnych części świata, tj.: Ałmaty (Kazachstan), Belo Horizonte (Brazylia) i Wrocław (Polska), jako metod stymulowania zrównoważonego rozwoju gospodarczego.

Metodyka: W badaniach zastosowano metodykę komparatywnego studium przypadków.

Wyniki: Badania wykazały, iż choć wszystkie z badanych strategii marketingu miejsc ukierunkowane są w jakiś sposób na stymulowanie lokalnych procesów gospodarczych to brakuje im cech zapewniających zrównoważenie tych procesów..

Implikacje i rekomendacje: Uzyskane wyniki badań wskazują na znaczące ograniczenia i napięcia w zakresie strategii marketingu miejsc, a przez to motywują do badań reprezentatywnych oraz do poszukiwania bardziej zrównoważonych rozwiązań.

Oryginalność/wartość: Kwerenda literaturowa nie wykazała pierwowzorów przeprowadzonych badań, a zastosowana w nich metodyka miała częściowo autorski charakter. Artykuł dostarcza nowych informacji o strategiach marketingu miejsc stosowanych w różnych krajach i wartościują je w odniesieniu do paradygmatu rozwoju zrównoważonego.

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