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Cities in Competition: Is There a Link between Entrepreneurship and Development?

Author

Listed:
  • Zacharias Papanikolaou

    (Department of Agricultural Development, Democritus University of Thrace, 68200 Orestiada, Greece)

  • Fani Kefala

    (Department of Business Administration, University of Thessaly, 41500 Larissa, Greece)

  • Christos Karelakis

    (Department of Agricultural Development, Democritus University of Thrace, 68200 Orestiada, Greece)

  • George Theodosiou

    (Department of Business Administration, University of Thessaly, 41500 Larissa, Greece)

  • Apostolos Goulas

    (Department of Planning and Regional Development, University of Thessaly, 38221 Volos, Greece)

Abstract

Cities operate in a competitive social environment requiring local authorities to adopt marketing strategies with significant economic ratings. City marketing that is related to the meaning of a city’s name encourages activities in the city or region. The present study adopted a quantitative survey on a sample of 152 employees in companies to explore how important marketing is perceived for a city’s development. The research was done in Trikala, a city in Greece. The key conclusion was that the more critical the participants consider the interventions in the city’s natural environment, the more they believe that the city can benefit from corporate sponsorships. Subsequently, it appeared that the more they support the interventions in the structured environment of the city, the less they consider that corporate sponsorships can benefit it. It was explained that structured interventions usually involve very high investments that require funding from the central government, as sponsorships are not enough. The most substantial positive relationship was found between the importance of interventions in employment, entrepreneurship and tourism, and the importance of business sponsorships.

Suggested Citation

  • Zacharias Papanikolaou & Fani Kefala & Christos Karelakis & George Theodosiou & Apostolos Goulas, 2022. "Cities in Competition: Is There a Link between Entrepreneurship and Development?," World, MDPI, vol. 3(4), pages 1-15, November.
    • Handle: RePEc:gam:jworld:v:3:y:2022:i:4:p:51-927:d:960040
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    References listed on IDEAS

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    5. Martin Boisen & Peter Groote & Kees Terlouw & Oscar Couwenberg, 2018. "Patterns of place promotion, place marketing and/or place branding in Dutch municipalities," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(2), pages 78-88, May.
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