Сопроизводство в территориальном маркетинге
The article deals with the concept of co-production as well as with the benefits of its implementation from the producers and consumers points of view. The possibility of using the concept of co-production in the place marketing is discovered. The conceptual model for evaluating readiness of residents to co-produce public good is designed.
Purpose – The paper is aimed to present the approach to the investigation of place development trajectory which ties up the bottom-up initiatives and the city strategic perspectives.
Design / approach – It is proposed to implement the ‘tactical urbanism’ activities and to up-scale their insights to tackle them with city strategy. The approach is aimed at local community activation as the preliminary stage of further involvement and gives new insights into ways of city representation. The case study is performed on the basis of the intervention that was implemented during the “Interactive Moscow” Summer School and the possible strategic insights are discussed.
Findings – The paper proposes the way of abandoned places development using intervention as a tool of community activation and draws the possible algorithm schematically, which needs further discussion.
Originality / value – The paper tests transferability of place management concept to centrally planned environment.
Proceedings of the 6th Corfu Symposium on Managing & Marketing Places organised by the Institute of Place Management, Manchester Metropolitan University, May 6th-9th, 2019.
The article explores the possibility of increasing the loyalty of the youth audience - generation Z - to regional brands using the example of the Perm State Academic Opera and Ballet Theater named after P.I. Tchaikovsky. The authors substantiated the use of the SERVQUAL methodology as a key method for studying the influence of the main branding indicators on attracting the attention of young people and increasing their loyalty to the region of residence. Using the SERVQUAL methodology, the authors undertook a study and assessment of the impact of the theater brand on young consumers - representatives of the Z generation.
Knowledge-Intensive Business Services (KIBS) are seen to be core features of the so-called ‘knowledge economy’, and they already play an important role in developed economies. They both innovate themselves and provide their clients with important knowledge and learning opportunities. This paper examines the status of KIBS in Russia, and explores some key issues in their role in innovation using data from surveys of KIBS firms and their clients in Russia. We note that KIBS are often highly customized, and many new services prove difficult to replicate. KIBS are closely tailored to solving the problems of specific customers, and thus these services typically involve KIBS consumers in a co-production process. Both the formal supplier and the formal user of the service are engaged together in service production, allowing for mutual knowledge transfers and learning. Use of KIBS is shown to affect customers' propensity to innovate, confirming the importance of this sector for the innovation system.
The article defines the importance of studying the residents’ equity in place marketing. Several current approaches to determining the residents’ equity are highlighted. In conclusion, the approach to determining the residents’ equity in place marketing is stated.
портовый менеджмент, показатели деятельности, анализ эффективности, система учета, распределение издержек, методы анализа деятельности портовой системы
At present many industries reveal tendency for setting up of vertically integrated companies (VIC) the structure of which unites all technological processes. This tendency proved its efficiency in oil industry where coordination of all successive stages of technological process, namely, oil prospecting and production -oil transportation - oil processing - oil chemistry - oil products and oil chemicals marketing, is necessary. The article considers specific features of introduction of "personnel management" module at enterprises of oil and gas industry.
vertically integrated companies; personnel management