Journal article
Managing stakeholder involvement in place branding: the need for network management
Place branding and public diplomacy, Vol.21, pp.143-156
06/2025
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Abstract
The importance of stakeholder involvement in place branding is emphasized in recent literature. However, ideas about how this should be managed are underdeveloped. To address this gap, we draw from network management theory and compare the management of two region branding processes (top-down vs bottom-up). We find that the choice of network management strategy matters for fostering stakeholder involvement because they lead to differing outcomes and levels of involvement; that different management strategies are needed at different points in time to address specific priority needs; and that consequently a fluid approach to applying network management strategies is recommendable, especially in regional contexts affected by multi-level governance structures and a myriad of stakeholders. The empirical data show the practice potential of the introduced network management framework to inform strategies that fittingly involve stakeholders in place brand development processes. This study challenges current knowledge by demonstrating that the employment of network management strategies is more path dependent and less voluntary than often stated in the network governance or place branding literature.
Details
- Title
- Managing stakeholder involvement in place branding: the need for network management
- Creators
- Laura Ripoll Gonzalez - Erasmus University RotterdamErik Hans Klijn - Erasmus University RotterdamJasper Eshuis - Erasmus University RotterdamPascal Scherrer - Southern Cross University
- Publication Details
- Place branding and public diplomacy, Vol.21, pp.143-156
- Publisher
- Springer Nature
- Number of pages
- 14
- Grant note
- This project has received funding from the European Union’s Horizon 2020 research and innovation programme under the Marie Skłodowska Curie Programme, grant agreement No 895260.
- Identifiers
- 991013237912502368
- Copyright
- © 2024, The Author(s), under exclusive licence to Springer Nature Limited
- Academic Unit
- School of Business and Tourism; Management; Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article