Figure of Merit for Places: Perspectives on Place Branding

Authors

BRUNI Roberto MATARAZZO Michela MLADENOVIĆ Dušan

Year of publication 2017
Type Article in Periodical
Magazine / Source The Journal of Italian Marketing Association
MU Faculty or unit

Faculty of Economics and Administration

Citation
Web https://www.francoangeli.it/riviste/Scheda_rivista.aspx?IDArticolo=60019
Field Management and administrative
Keywords digital nomadism; figure of merit; place; branding
Attached files
Description Building on the formula of "Figure of Merit" used in technology studies, this work aims at findings analogism in place marketing by presenting "Figure of Merit for Places"; the identified formula represents the possible decision making algorithm that the cluster of Digital Nomads could use to choose a place to live for a period of life. The framework is useful both to place marketers and managers - identifying value proposition and the cost-of-living and cost for accessibility - and to the place demand - discovering the benefits to choose a place to live for a period. The analogism comes from the opportunity to study the Digital Nomads (DNs) that are emerging as a maximizer cluster. They live for different periods in different territories respecting the places and diffusing traditions, cultures, impressions and e xperiences; these characteristics stimulate the place marketing activities of the territories (demand driven) and contribute, indirectly, to place branding strategies (supply driven).

You are running an old browser version. We recommend updating your browser to its latest version.