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3rd Place Management & Branding Conference: Sustainability, Liveability, and Connectivity Conference Proceedings
By analogy with contemporary business practices, nowadays, city managers need to become “residents’ – centric”, as competition for residents and resources increases. The ultimate goal of such an approach is to boost the level of satisfaction with the city. Several researches raised the problem of city satisfaction conceptualization and measurement. To contribute to this discussion, we develop an assessment method, which takes into consideration subjective and situational nature of satisfaction. To test the method we have carried out an empirical research, employing the representative sample of the residents for a large Russian city, Perm. The results allow for the illustration of the cumulative and hierarchical nature of city satisfaction, and, hopefully, contribute both to the theoretical aspects and practicalities of place management.
Purpose. This article addresses the question of how to identify product concepts of megacities as complex products that are simultaneously consumed and created by user groups with different preferences and behavioural patterns.
Methodology. We use empirical research to systematize heterogeneous descriptive data about the attributes of city districts and the everyday activities of their residents to further identify the key uses of the places in which they live. Classifiers are used as a tool to systematize city product technologies and uses. This tool was built deductively on the principle of morphological analysis (Zwicky 1969).
Findings. Ten distinctive product concepts of 12 Moscow districts and the city outside them were formulated as distinctive sets of benefits or district uses (needs satisfied and activities encouraged) offered to residents. The concepts yielded represent combinations of seven abstract types.
Originality. The paper proposes a new method for city product analysis which combines the advantages of the standardized (Kotler et. al, 1999) and narrative (Warnaby and Medway, 2013) approaches to place product and brand building. On one hand, this study expresses each of the city product concepts in terms of typical constructions, and, on the other hand, in contrast to previous studies, it fully reflects the distinctive features and specificities of the big city and its districts.
In narrative terms, much uncertainty still exists about the motivational and behavioural distinctions between city users as well as crucial differences in product concepts they share and the distinctive marketing strategies that satisfy them. The present study’s results demonstrate how consistent and inconsistent city use patterns can be identified.
Practical implications. We believe that the analytical procedure that we have developed is a much-needed supplement to the existing techniques that are used when shaping the product strategies of megacities. Identifying contradictory uses helps make product decisions that are appropriate to support all these uses concurrently.
The article deals with the currrent state of place branding in Russia. The author analyses key problems as well as particular cases basing at the marketing approach to place management. Prospective of co-development tourism and grobal brands is considered.
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 is devoted to the problem of reproduction, adaptation and processing of historical heraldry as a special type of communicative message in a modern brand identification. In article on the basis of specific examples highlights the main characteristics of the systems of communication and identification of areas in the context of the problem of the coexistence of two types of visual information.
The article is devoted to the problem of borrowing, reproduction of similar constructive and visual-graphical solutions, as well as plagiarism in the field of territorial branding, arising due to a number of factors and conditions of contemporary visual communication, as reflected in the work. This problem is relevant for the perception of visual identification of the target audience and has a direct impact on the existence of a visual brand-identification of the territory in a public space and marketing communications of the brand territory.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
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