Zoekresultaten

Organizing local ‘green’ entrepreneurship

This paper aims to show how current insights on place branding are used to organize “green” entrepreneurship in the Dutch Utrechtse Heuvelrug region. The role of place is explored in establishing a differentiated meaning for green entrepreneurship and providing an inspirational source for innovations, resulting in a green economic value proposition designed and communicated through branding. Design/methodology/approach: From the literature, different perspectives on the role and function of the place were derived, which lead to the choice of an identity-based entrepreneurial brand. To define the regional identity, qualitative and quantitative research were conducted. In addition, co-creation sessions were organized to further develop the brand. Findings: Taking place branding as the starting point, a framework has been developed, introducing the regional identity as an open space, linking locally based sub-brands to enhance power. To deliver economical and social value in an area with no leading business to sustainability and well-developed business skills, cluster development has been introduced as a way to create new economic activity and sustainable impact. Practical implications: The strategy of separating stakeholders and position them as locally based brands enables place planners and marketers to manage place brand complexity, which generally delays the process, often limiting place branding to “logos and slogans”. Originality/value: This paper provides a case study, which offers new perspectives on the issue of managing complexity, which is inevitable in organizing a place brand.

Is your employer branding strategy effective?

Purpose: Employer branding (EB) has become a powerful tool for organizations to attract employees. Recruitment communication ideally reveals the image that companies want to portray to potential employees to attract talents with the right skills and competences for the organization. This study explores the impact of EB on employer attractiveness by testing how pre-existing employee preferences interact with EB and how this interaction affects employer attractiveness. Design/methodology/approach: A quasi-experiment among 289 final-year students was used to test the relationships between EB, perceived employer image, person-organization (P-O) fit and employer attractiveness, and the potential moderating variables of pre-existing preferences, in this case operationalized as locational preferences. Students are randomly assigned to four vacancies: one with and one without EB cues in two different locations: Groningen and Amsterdam. The authors used standard scales for attractiveness, perceptions of an employer and person-organization fit. The authors test the relationships using a regression analysis. Findings: Results suggest that if respondents have previous predispositions, then their preference can be enhanced using an EB-targeted strategy. Based on these results, the authors can conclude that EB and related practices can be successful avenues for organizations in the war for talent, particularly if they reaffirm previous preferences of potential employees. Originality/value: The research is original in the way it provides empirical evidence on the relationship between EB and attractiveness, particularly when previous employee preferences exist. This is of value to employers using EB as a tool to influence employer attractiveness.

Reviewing the effects of World Expos: Pulsar events for the eventful city?

Expos, festivals and events have become increasingly important as tools of urban developmentin recent decades. The competitive drive to put cities on the global map has led many to adoptevent-based strategies, including the creation of ‘eventful cities’, ‘festival cities’ and ‘eventportfolios’. World Expos have taken on a particular significance as ‘pulsar events’ that canshape the host city through urban development, increased tourism and place branding. Eachhost city also uses the event in a different way, and gives it a unique flavour that tempers theeventual effects. This paper reviews the literature on World Expos and their effects, identifyingthemes including Place branding, Tourism flows, Resident attitudes and Architecture and urbandevelopment. It then analyses the experience of Barcelona, twofold Expo host and a‘paradigmatic’ example of a city developed through mega events.

The dimensions of art in place narrative

This article presents art as a tool in the construction of place narrative. Discussing that place narrative is beyond city marketing or city branding in the sense that it strives to take into account the relationship between visitors and locals, place narrative can explore the variety of rhizomatic dimensions of art. In this sense, and using the project of Hieronymus Bosch 500 as a case study, art is a motive and a means to build place narrative and bring together local communities and visitors. Art can act as a driving force for urban change within the symbolic framework of intertwined narratives that contribute to meaningful personal and collective experiences of place.

Improved public infrastructure and sustainable place branding

The story behind the place

This book is the account of teaching practice linked to research projects, a practice that is able to create new, unexpected values in the complex patchwork of the city through experimental and strategic interventions with greenery. That the interventions involve greenery is obviously linked to the fact that the Van Hall Larenstein university of applied sciences specializes in nature and agriculture, but there is also a practical reason. Green spaces act as a cohesive force, as is shown again and again in the Netherlands and in the Lively Cities programme. Particularly in the urban context, green spaces have a distinctive and perhaps even emotional value that encourages people to pause there and makes them think about their appreciation of a place. Greenery triggers people to take part in social experiments. But that is just the beginning.