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Target Group Segmentation in the Virtual Space as a Tool for Defining the Concept of a Territory Brand

Author

Listed:
  • Zhuk М.А.
  • Kalieva О.M.

Abstract

Purpose: The article is aimed at investigating the possibility of competitiveness increase and investment attractiveness of the territory by means of virtual space segmentation where territorial entities interact. Design/Methodology/Approach: At present, interaction of most economic agents is conducted by means of internet technologies and web platforms. In the framework of territory development special emphasis is given to a territory brand to attract investments. Sustainable territory development in the competitive environment directly depends on the unleashing of territory potential, which in its turn is closely related to the problem of attracting resources and investments. In the context of the developed information society competitiveness of territorial entities is largely determined by the level and activeness of their representation in the internet space. Since the quality of the territory is determined by a number of advantages over other territories claiming to the same investments, one of the key mechanisms of forming such advantages is an effective presence of a territorial entity in the internet space. Findings: A three-tier synthetic model of the target group segmentation in the territory virtual space defining the brand concept is elaborated and justified. Practical implications: In practice, a proposed toolkit allows organizing internet representation of the territory, which lets take the territory represented to a new level of competitiveness. Originality/value: An original tool mechanism of forming the concept of territory brand by means of the target segmentation of the virtual space is proposed.

Suggested Citation

  • Zhuk М.А. & Kalieva О.M., 2019. "Target Group Segmentation in the Virtual Space as a Tool for Defining the Concept of a Territory Brand," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 2), pages 234-241.
  • Handle: RePEc:ers:ijebaa:v:vii:y:2019:i:special2:p:234-241
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    References listed on IDEAS

    as
    1. Bondarenko V.A. & Kalieva O.M. & Pisareva E.V., 2018. "Marketing Management of the Territory in the Aspect of the Regional Brand Formation," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 72-78.
    2. L. Gamidullaeva, 2018. "Towards Combining the Innovation Ecosystem Concept with Intermediary Approach to Regional Innovation Development," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 39-53.
    3. repec:ers:journl:v:vi:y:2018:i:1:p:39-53 is not listed on IDEAS
    4. O.N. Dmitriev & S.V. Novikov, 2019. "Unification and Convergence of Hierarchic Structures Such as Organizational Separations and Product Projects at Creation of Recommending Decision Support Systems," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 240-268.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Territory; brand; virtual space; global information infrastructure; marketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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