BUILDING A BRAND FOR THE CITY OF LODZ: MOTIVATING AND DEMOTIVATING FACTORS FOR MANAGERS OF CULTURAL INSTITUTIONS
The article aims to identify areas/factors that may motivate or discourage managers of cultural institutions from getting actively involved in the process of building the Lodz brand for cultural resources. The article describes the manager profile of cultural institutions and presents an ordered lis...
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| Format: | Article |
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| Language: | English |
| Published: |
Wydawnictwo SGGW - Warsaw University of Life Sciences Press
2019-12-01
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| Series: | Polityki Europejskie, Finanse i Marketing |
| Online Access: | https://pefim.sggw.edu.pl/article/view/1082 |
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| Summary: | The article aims to identify areas/factors that may motivate or discourage managers of cultural institutions from getting actively involved in the process of building the Lodz brand for cultural resources. The article describes the manager profile of cultural institutions and presents an ordered list of factors (stimuli) that have a positive or negative impact on the activities of managers of cultural institutions in the area of creating the city brand. The empirical basis of the article is interviews with managers and promotion employees in the city's cultural institutions in Lodz. Data analysis was carried out by the principles of grounded theory methodology. The research has been carried out since December 2017 within the Department of Marketing and the Department of City and Region Management of the Faculty of Management at the University of Lodz as part of the project: "Cooperation of public administration with cultural institutions in the context of building a city brand". |
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| ISSN: | 2081-3430 2544-0640 |