The Nature of Local Place Branding Strategies: The Cases of Almaty (KZ); Belo Horizonte (BR) and Wroclaw (PL)
Aim: The aim of the research was to identify and evaluate the features of place marketing strategies of Almaty (Kazakhstan), Belo Horizonte (Brazil) and Wroclaw (Poland), as methods of stimulating sustainable economic development. Methodology: The research employed a comparative case study methodo...
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| Format: | Article |
| Language: | English |
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Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
2024-12-01
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| Series: | Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu |
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| Online Access: | https://journals.ue.wroc.pl/pn/article/view/1483 |
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| _version_ | 1846118755673833472 |
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| author | Andrzej Sztando João Paulo Moreira Silva Aizhan Kazybayeva |
| author_facet | Andrzej Sztando João Paulo Moreira Silva Aizhan Kazybayeva |
| author_sort | Andrzej Sztando |
| collection | DOAJ |
| description | Aim: The aim of the research was to identify and evaluate the features of place marketing strategies of Almaty (Kazakhstan), Belo Horizonte (Brazil) and Wroclaw (Poland), as methods of stimulating sustainable economic development.
Methodology: The research employed a comparative case study methodology.
Results: The research showed that although all the place marketing strategies studied are aimed at stimulating local economic processes, they lack features that ensure the sustainability of these processes.
Implications and recommendations: The results indicate limitations and tensions in the area of place branding strategies in the scope of their impact on sustainable economic development thus motivate representative research and the search for more sustainable solutions.
Originality/value: The literature query did not reveal any previous examples of such research, and the methodology was partly original. The article provides new information on the place marketing strategies used in different countries and evaluate them in relation to the paradigm of sustainable development. |
| format | Article |
| id | doaj-art-97cfec4930cd4995b843b97e5bdc70c2 |
| institution | Kabale University |
| issn | 1899-3192 2392-0041 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu |
| record_format | Article |
| series | Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu |
| spelling | doaj-art-97cfec4930cd4995b843b97e5bdc70c22024-12-17T11:33:16ZengWydawnictwo Uniwersytetu Ekonomicznego we WrocławiuPrace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu1899-31922392-00412024-12-016841484The Nature of Local Place Branding Strategies: The Cases of Almaty (KZ); Belo Horizonte (BR) and Wroclaw (PL)Andrzej Sztando0https://orcid.org/0000-0002-6204-9884João Paulo Moreira Silva1https://orcid.org/0000-0002-9470-2905Aizhan Kazybayeva2https://orcid.org/0000-0001-5391-5034Uniwersytet Ekonomiczny we WrocławiuPontifical Catholic University of Minas Gerais – PUC MinasAlmaty Management UniversityAim: The aim of the research was to identify and evaluate the features of place marketing strategies of Almaty (Kazakhstan), Belo Horizonte (Brazil) and Wroclaw (Poland), as methods of stimulating sustainable economic development. Methodology: The research employed a comparative case study methodology. Results: The research showed that although all the place marketing strategies studied are aimed at stimulating local economic processes, they lack features that ensure the sustainability of these processes. Implications and recommendations: The results indicate limitations and tensions in the area of place branding strategies in the scope of their impact on sustainable economic development thus motivate representative research and the search for more sustainable solutions. Originality/value: The literature query did not reveal any previous examples of such research, and the methodology was partly original. The article provides new information on the place marketing strategies used in different countries and evaluate them in relation to the paradigm of sustainable development.https://journals.ue.wroc.pl/pn/article/view/1483place marketing strategysustainable economic developmentalmatybelo horizontewroclaw |
| spellingShingle | Andrzej Sztando João Paulo Moreira Silva Aizhan Kazybayeva The Nature of Local Place Branding Strategies: The Cases of Almaty (KZ); Belo Horizonte (BR) and Wroclaw (PL) Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu place marketing strategy sustainable economic development almaty belo horizonte wroclaw |
| title | The Nature of Local Place Branding Strategies: The Cases of Almaty (KZ); Belo Horizonte (BR) and Wroclaw (PL) |
| title_full | The Nature of Local Place Branding Strategies: The Cases of Almaty (KZ); Belo Horizonte (BR) and Wroclaw (PL) |
| title_fullStr | The Nature of Local Place Branding Strategies: The Cases of Almaty (KZ); Belo Horizonte (BR) and Wroclaw (PL) |
| title_full_unstemmed | The Nature of Local Place Branding Strategies: The Cases of Almaty (KZ); Belo Horizonte (BR) and Wroclaw (PL) |
| title_short | The Nature of Local Place Branding Strategies: The Cases of Almaty (KZ); Belo Horizonte (BR) and Wroclaw (PL) |
| title_sort | nature of local place branding strategies the cases of almaty kz belo horizonte br and wroclaw pl |
| topic | place marketing strategy sustainable economic development almaty belo horizonte wroclaw |
| url | https://journals.ue.wroc.pl/pn/article/view/1483 |
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