This conceptual work is framed in ‘Place marketing’ studies and it is based on the theoretical approaches from Network Theory (Johanson and Mattsson, 1985; Håkansson and Snehota, 2006), Service-Dominant Logic (Vargo and Lusch, 2006, 2009) and Viable System Approach (Golinelli 2005, Barile 2008). The different contributions taken into account in the literature review performed by the authors can be helpful to propose a model to analyse the ties emerging between stakeholders’ of an area (both actual and potential) and local governance. Place management is a set of choices performed by a range of interrelated actors and should be aimed towards the common efforts by governance, stakeholders, and local factors, for value creation. Parallel to this, two approaches can be depicted, in line with Prahalad and Ramaswamy(2004)theoretical contribution. Firstly, the set of relationships among the actors and features cited above should be levered on due to the uniqueness of this resource to plan and deploy a ‘top-down’ strategizing process, flowing from actors shaping the governance towards the several stakeholders directly connected to them. Secondly, a ‘bottom-up’ approach can be useful to enable actors’ involvement and participation towards their engagement, leading them to a specific set of tasks to be accomplished, aiming to the achievement of common benefits in terms of value. This second approach is conceived in a more compliant way to Service-dominant logic, due to the wider chances of participation and even to the theoretical support offered by scholars investigating stakeholders’, involvement, participation, and engagement. The aim of the research is to investigate the most relevant features emerging from the literature review in the three above described theoretical framework, in order to highlight the strength of the relationships. The entangled web of linkages can act as a tool towards both a ‘value creation’- based approach and co-creation for local areas. In order to perform the literature review and to depict the ties among the three different research streams the authors adopted a bibliometric analysis; in this way they aim to favour the selection of the most relevant issues to better depict how value-creation and co-creation for local areas have been framed. The practical implications are in the development of a model useful for stakeholders (companies, citizens, investors, tourists, etc.) and for the local authorities that can find new opportunities and new tools to manage the relationships and organize the whole strategy of the place to improve (or re-organize) the actual positioning. The intensity and frequency of the relation, is not only a result of a casual and indirect activity but could be also the result of a planning and of a clear place marketing strategy.

Value co-creation in places: the role and relations between stakeholders and government. Some evidences

Carrubbo L.;
2015-01-01

Abstract

This conceptual work is framed in ‘Place marketing’ studies and it is based on the theoretical approaches from Network Theory (Johanson and Mattsson, 1985; Håkansson and Snehota, 2006), Service-Dominant Logic (Vargo and Lusch, 2006, 2009) and Viable System Approach (Golinelli 2005, Barile 2008). The different contributions taken into account in the literature review performed by the authors can be helpful to propose a model to analyse the ties emerging between stakeholders’ of an area (both actual and potential) and local governance. Place management is a set of choices performed by a range of interrelated actors and should be aimed towards the common efforts by governance, stakeholders, and local factors, for value creation. Parallel to this, two approaches can be depicted, in line with Prahalad and Ramaswamy(2004)theoretical contribution. Firstly, the set of relationships among the actors and features cited above should be levered on due to the uniqueness of this resource to plan and deploy a ‘top-down’ strategizing process, flowing from actors shaping the governance towards the several stakeholders directly connected to them. Secondly, a ‘bottom-up’ approach can be useful to enable actors’ involvement and participation towards their engagement, leading them to a specific set of tasks to be accomplished, aiming to the achievement of common benefits in terms of value. This second approach is conceived in a more compliant way to Service-dominant logic, due to the wider chances of participation and even to the theoretical support offered by scholars investigating stakeholders’, involvement, participation, and engagement. The aim of the research is to investigate the most relevant features emerging from the literature review in the three above described theoretical framework, in order to highlight the strength of the relationships. The entangled web of linkages can act as a tool towards both a ‘value creation’- based approach and co-creation for local areas. In order to perform the literature review and to depict the ties among the three different research streams the authors adopted a bibliometric analysis; in this way they aim to favour the selection of the most relevant issues to better depict how value-creation and co-creation for local areas have been framed. The practical implications are in the development of a model useful for stakeholders (companies, citizens, investors, tourists, etc.) and for the local authorities that can find new opportunities and new tools to manage the relationships and organize the whole strategy of the place to improve (or re-organize) the actual positioning. The intensity and frequency of the relation, is not only a result of a casual and indirect activity but could be also the result of a planning and of a clear place marketing strategy.
2015
9780955173264
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11386/4705112
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