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Figure of Merit for places: Perspectives on place branding

Author

Listed:
  • Roberto Bruni
  • Michela Matarazzo
  • Dus?an Mladenovic?

Abstract

Building on the formula of "Figure of Merit" used in technology studies, this work aims at findings analogism in place marketing by presenting "Figure of Merit for Places"; the identified formula represents the possible decision making algorithm that the cluster of Digital Nomads could use to choose a place to live for a period of life. The framework is useful both to place marketers and managers - identifying value proposition and the cost-of-living and cost for accessibility - and to the place demand - discovering the benefits to choose a place to live for a period. The analogism comes from the opportunity to study the Digital Nomads (DNs) that are emerging as a maximizer cluster. They live for different periods in different territories respecting the places and diffusing traditions, cultures, impressions and e xperiences; these characteristics stimulate the place marketing activities of the territories (demand driven) and contribute, indirectly, to place branding strategies (supply driven).

Suggested Citation

  • Roberto Bruni & Michela Matarazzo & Dus?an Mladenovic?, 2017. "Figure of Merit for places: Perspectives on place branding," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(3), pages 61-76.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2017-003005
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    References listed on IDEAS

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    1. Chiara Mauri, 2016. "Place branding: a cross-road between academics of many disciplines and practitioners. Call for "a" articles written by marketing academicians!," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 7-12.
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    Cited by:

    1. Roberto Bruni & Annarita Colamatteo & Evgenia Nekhoda, 2021. "Governing Territories in Turbulence with Advanced Marketing Frameworks," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(1), pages 1-79, August.

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