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Towards a theory of place marketing
University of Lund.
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Research on Innovation in a Societal Perspective (RISP).ORCID iD: 0000-0002-2972-6273
2012 (English)In: Journal of Place Management and Development, ISSN 1753-8335, E-ISSN 1753-8343, Vol. 5, no 3, 223-230 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: Place marketing approaches are increasingly employed by public authorities competing to attract capital. While a growing number of studies have provided valuable insights, scholars appear to be struggling to advance their theoretical understanding. This is arguably the result of failure to produce evidence-based research, excessive focus on small-scale case studies, difficulties bridging disciplinary boundaries, and reluctance to advance generalizations. To overcome these problems, we present a framework that can be used to generate empirically testable hypotheses and thereby provide a structure for research.

Design/methodology/approach: A brief literature review first identifies obstacles that prevent place marketing research from making significant progress. Second, to overcome these obstacles, we identify the need to consider spatial competition for capital, which has, remarkably, been overlooked. Third, drawing on these insights, a conceptual framework is presented. Fourth, from this framework, six propositions are deduced that may enable the development of a theory of place marketing.

Findings: This work first identifies the need for a more rigorous approach to the scientific study of place marketing. Second, a conceptual framework is suggested, based on spatial competition for capital. Third, we demonstrate that testable hypotheses can be deduced from the framework to provide a structure for research. Arguably, empirically testing such hypotheses would significantly advance our understanding of place marketing.

Originality/value: This paper identifies a feasible way to structure future research that should interest place marketing researchers seeking a more rigorous approach to theoretical advancement.

© Emerald Group Publishing Limited.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2012. Vol. 5, no 3, 223-230 p.
Keyword [en]
Place marketing, Spatial competition, Place branding, Theory development
National Category
Economic Geography
Identifiers
URN: urn:nbn:se:hh:diva-19301DOI: 10.1108/17538331211269639Scopus ID: 2-s2.0-84883505395OAI: oai:DiVA.org:hh-19301DiVA: diva2:545599
Available from: 2012-08-20 Created: 2012-08-20 Last updated: 2017-04-24Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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Language
  • de-DE
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Output format
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