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Place Marketing Approach to Governance of Social-Ecological Clusters

In: Russia and the European Union

Author

Listed:
  • Daniil P. Frolov

    (Volgograd State University)

  • Anastasia S. Strekalova

    (Volgograd State University)

Abstract

Debatable questions of application of marketing approach to management of social-ecological clusters are considered. Place marketing—modern mechanism of interactive governance of development of spatial structures (clusters, cities, regions, etc.) which is based on the principles of priority of intangible assets, self-organization of stakeholders and support of the self-arising cluster tendencies. Thus territories are considered as social-responsible multi-stakeholder quasi-corporations making specific goods and advancing their brands. Social-ecological systems are considered (in development of approach of Eleanor Ostrom) as specific clusters which strategic governance demands use of marketing tools. Institutional aspects of formation of clusters are presented in article. Also classification of ecologically responsible companies of Philip Kotler in relation to territorial structures is modified; the new behavior model of territories—defenders of ecobrands is offered. Criteria and examples of various strategy of ecologically responsible behavior of territorial ecological clusters are given.

Suggested Citation

  • Daniil P. Frolov & Anastasia S. Strekalova, 2017. "Place Marketing Approach to Governance of Social-Ecological Clusters," Contributions to Economics, in: Elena G. Popkova (ed.), Russia and the European Union, pages 315-319, Springer.
    • Handle: RePEc:spr:conchp:978-3-319-55257-6_41
    DOI: 10.1007/978-3-319-55257-6_41
    as

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