Assessing the impact of marketing and advertising as strategic approaches to Eurocities development: an Iberian case study approach

IF 1.2 4区管理学 Q4 MANAGEMENT European Journal of International Management Pub Date : 2023-01-01 DOI:10.1504/ejim.2023.127232

Rui Alexandre Castanho, Ana Vulevic, José Manuel Naranjo Gómez, José Cabezas, Luis Fernández Pozo, Luís Loures, Sérgio António Neves Lousada, Patrícia Carlota Escórcio, Joanna Kurowska Pysz

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引用次数: 1

Abstract

European city systems belong to different sovereign territories. Apart from that, geographical location and cultural sharing may become drawbacks for cross-border cooperation (CBC) projects in Eurocities. In this regard, the marketing research is perceived as a recommendation and does not become the basis of territorial development strategies. However, marketing and advertising are critical factors that can influence the CBC success. Thus, the impact of cooperative marketing forms in the CBC societies was analysed in five Iberian Eurocities, considering not only a literature review, data evaluation and visits to the areas of study, but also the analysis of experts and perceptions of main actors related to the CBC process. This study allowed to assess and determine how factors of marketing and advertising influence the regional development. Regions with more territorial success were identified and the data obtained provided a sustainable basis on how to use marketing and advertising tools for the cross-border regions development.

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评估市场营销和广告作为欧洲城市发展战略方法的影响:伊比利亚案例研究方法

欧洲城市体系属于不同的主权领土。除此之外，地理位置和文化共享可能成为欧洲城市跨境合作(CBC)项目的不利因素。在这方面，市场研究被认为是一种建议，并没有成为地域发展战略的基础。然而，营销和广告是影响CBC成功的关键因素。因此，我们在五个伊比利亚欧洲城市分析了合作营销形式对CBC社会的影响，不仅考虑了文献综述、数据评估和对研究领域的访问，还考虑了与CBC过程相关的专家分析和主要行动者的看法。这项研究允许评估和确定营销和广告因素如何影响区域发展。确定了在领土上取得更大成功的区域，所获得的数据为如何利用营销和广告工具进行跨界区域发展提供了可持续的基础。

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来源期刊

European Journal of International Management MANAGEMENT-

CiteScore

2.00

自引率

5.60%

发文量

期刊介绍： EJIM is the first international journal devoted entirely to fostering an understanding of issues in international management theory and practice in the newly expanded European arena – including the underrepresented regions of Northern, Central and Eastern Europe – and to providing both conceptual and functional implications useful for the further development of research, teaching practices, and managerial techniques. EJIM also solicits literature that allows for a broader interpretation of research – it welcomes not only papers which adhere to the most common research standards (i.e., largely based on hypothesis testing using quantitative methods), but also those that introduce a more European perspective through qualitative and interdisciplinary contributions.