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A Stakeholder Approach to Branding Clusters: Pointers to a Research Agenda

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  • Edward Kasabov
  • Usha Sundaram

Abstract

Kasabov E. and Sundaram U. A stakeholder approach to branding clusters: pointers to a research agenda, Regional Studies . This paper addresses gaps in the research of clusters and place brands by proposing the analysis of clusters as place brands and arguing for the adoption of stakeholder management approaches for such a purpose. Analysis should also recognize the role of diverse stakeholders with potentially incompatible interests in cluster branding initiatives and the associated, processual issues of power application, discord and disagreement in clusters. By addressing these issues, two areas of academic enquiry, clusters and place branding, that share common object and aims of enquiry but which rarely recognize one another can be integrated. The call for a combined look at the two areas is driven by a belief in their complementarities and common inadequacies, and it provides an integrative platform, a dialogical platform as a theoretically enriched basis upon which to open up future research avenues.

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  • Edward Kasabov & Usha Sundaram, 2013. "A Stakeholder Approach to Branding Clusters: Pointers to a Research Agenda," Regional Studies, Taylor & Francis Journals, vol. 47(4), pages 530-543, April.
    • Handle: RePEc:taf:regstd:v:47:y:2013:i:4:p:530-543
    DOI: 10.1080/00343404.2011.631907
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    1. Mechthild Donner & Lummina Horlings & Fatiha Fort & Sietze Vellema, 2017. "Place branding, embeddedness and endogenous rural development: Four European cases," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 273-292, November.
    2. Amir Maghssudipour & Annalisa Caloffi & Marco Bellandi & Letizia Donati, 2022. "Language as a regional driver of the trade of place-sensitive products: The case of made-in-Italy goods," Working Papers - Economics wp2022_09.rdf, Universita' degli Studi di Firenze, Dipartimento di Scienze per l'Economia e l'Impresa.
    3. Juha Halme, 2020. "Representation and power – Discursive constructions of stakeholder positions in regional place marketing collaboration," Environment and Planning C, , vol. 38(7-8), pages 1447-1464, November.

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