CHALLENGES IN THE MARKETING AND BRANDING OF CLUSTERS
Clusters have proved to be powerful engines of economic development in the European Union. Clusters and their stakeholders can derive many benefits from a strong cluster brand. However, they face numerous branding and marketing challenges. Specifics of clusters, such as multiple stakeholders, make i...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Wydawnictwo SGGW - Warsaw University of Life Sciences Press
2013-12-01
|
| Series: | Polityki Europejskie, Finanse i Marketing |
| Subjects: | |
| Online Access: | https://pefim.sggw.edu.pl/article/view/1353 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832557504473595904 |
|---|---|
| author | Marita Koszarek |
| author_facet | Marita Koszarek |
| author_sort | Marita Koszarek |
| collection | DOAJ |
| description | Clusters have proved to be powerful engines of economic development in the European Union. Clusters and their stakeholders can derive many benefits from a strong cluster brand. However, they face numerous branding and marketing challenges. Specifics of clusters, such as multiple stakeholders, make it difficult to forge a strong brand identity. This paper addresses the need to develop a cluster specific approach to branding and marketing. The aim of the study, on which this paper is based, was to analyse the current branding and marketing efforts of Polish cluster initiatives and identify the main challenges that come with branding and marketing of clusters. It is discussed how clusters can use branding and marketing for strategic development purposes. The cluster specific approach to marketing tools and channels is proposed. Furthermore, cluster policy actions, reflecting the outcomes of the study, are recommended. |
| format | Article |
| id | doaj-art-3afc5e30729d4792b12bfd8f8dcfe3e8 |
| institution | Kabale University |
| issn | 2081-3430 2544-0640 |
| language | English |
| publishDate | 2013-12-01 |
| publisher | Wydawnictwo SGGW - Warsaw University of Life Sciences Press |
| record_format | Article |
| series | Polityki Europejskie, Finanse i Marketing |
| spelling | doaj-art-3afc5e30729d4792b12bfd8f8dcfe3e82025-02-03T04:26:17ZengWydawnictwo SGGW - Warsaw University of Life Sciences PressPolityki Europejskie, Finanse i Marketing2081-34302544-06402013-12-0110(59)CHALLENGES IN THE MARKETING AND BRANDING OF CLUSTERSMarita Koszarek0Politechnika Gdańska, Wydział Zarządzania i EkonomiiClusters have proved to be powerful engines of economic development in the European Union. Clusters and their stakeholders can derive many benefits from a strong cluster brand. However, they face numerous branding and marketing challenges. Specifics of clusters, such as multiple stakeholders, make it difficult to forge a strong brand identity. This paper addresses the need to develop a cluster specific approach to branding and marketing. The aim of the study, on which this paper is based, was to analyse the current branding and marketing efforts of Polish cluster initiatives and identify the main challenges that come with branding and marketing of clusters. It is discussed how clusters can use branding and marketing for strategic development purposes. The cluster specific approach to marketing tools and channels is proposed. Furthermore, cluster policy actions, reflecting the outcomes of the study, are recommended.https://pefim.sggw.edu.pl/article/view/1353clustercluster initiativecluster developmentcluster policymarketingbranding |
| spellingShingle | Marita Koszarek CHALLENGES IN THE MARKETING AND BRANDING OF CLUSTERS Polityki Europejskie, Finanse i Marketing cluster cluster initiative cluster development cluster policy marketing branding |
| title | CHALLENGES IN THE MARKETING AND BRANDING OF CLUSTERS |
| title_full | CHALLENGES IN THE MARKETING AND BRANDING OF CLUSTERS |
| title_fullStr | CHALLENGES IN THE MARKETING AND BRANDING OF CLUSTERS |
| title_full_unstemmed | CHALLENGES IN THE MARKETING AND BRANDING OF CLUSTERS |
| title_short | CHALLENGES IN THE MARKETING AND BRANDING OF CLUSTERS |
| title_sort | challenges in the marketing and branding of clusters |
| topic | cluster cluster initiative cluster development cluster policy marketing branding |
| url | https://pefim.sggw.edu.pl/article/view/1353 |
| work_keys_str_mv | AT maritakoszarek challengesinthemarketingandbrandingofclusters |