HarnesingPlaceBranding throughcultural Entrepreneurship. FrankM.Go ArjaLemmetyinenand UlaHakala

Transcription

1 HarnesingPlaceBranding throughcultural Entrepreneurship FrankM.Go ArjaLemmetyinenand UlaHakala

2 The contents of this insightful book preach what Amsterdam marketing practices are: an independent entrepreneurial approach which focuses on cultural icons in a way that motivates millions from across the world to visit the Dutch capital. They are founded on a cohesive public private partnership strategy designed to maintain a balance between keeping Amsterdam livable for its inhabitants and loveable for its visitors. Frans van der Avert, CEO Amsterdam Marketing The Finnish Government Programme ( ) includes a number of objectives and measures aimed at developing business and entrepreneurship in the creative industries. This effort brings together the policy implementation of the Ministry of Employment and the Economy and of the Ministry of Education and Culture in a shared aim to promote the creative economy as part of normal everyday activities. Harnessing Place Branding through Cultural Entrepreneurship is relevant here in that it advocates the need to create functional structures to enable cooperation between actors responsible for development, including government ministries, the need for product and service development to help support cultural entrepreneurship and job creation in the creative industries, and the coordination of marketing and branding expertise embedded in creative hubs and places. Petra Tarjanne, Ministerial Adviser on the Creative Economy for the Finnish Ministry of Employment and the Economy The combination of theory and case studies makes this book a record of the state of the art on governance and stakeholder relations. Harnessing Place Branding through Cultural Entrepreneurship can be a source of inspiration for the various partners in cultural tourism. When social scientists and policymakers measure these ideas and apply them in their new plan formulation we can develop a more systematic approach. This entails reflecting on ways of cross-fertilizing a range of academic disciplines and practitioner backgrounds to bridge controversial interests and agendas so as to establish the necessary critical mass for effective decision-making. Maria D. Alvarez, Associate Professor, Department of Tourism Administration, Boğaziçi University, Istanbul, Turkey

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4 Harnessing Place Branding through Cultural Entrepreneurship Edited by Frank M. Go Rotterdam School of Management, The Netherlands Arja Lemmetyinen University of Turku, Finland and University of Turku, Finland

5 Selection, introduction and editorial matter Frank M. Go, Arja Lemmetyinen, and 2015 Individual chapters Contributors 2015 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6 10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act First published 2015 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number , of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin s Press LLC, 175 Fifth Avenue, New York, NY Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries ISBN: This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Harnessing place branding through cultural entrepreneurship / [edited by] Frank M. Go, Arja Lemmetyinen,. pages cm Includes bibliographical references. ISBN Place marketing. 2. Tourism Marketing. 3. Heritage tourism. 4. Entrepreneurship. I. Go, Frank M. G155.A1H dc

6 Contents List of Illustrations Acknowledgements Testimonial Jyrki Kangas About the Book Organization of the Book Notes on Contributors vii ix x xi xiv xviii Introduction 1 Frank M. Go, Arja Lemmetyinen and Part I Place Branding: Multidisciplinary Principles 1 Place Branding and Culture: The Reciprocal Relationship between Culture and Place Branding 31 Marinda Scaramanga 2 Cultural Entrepreneurs as Foundations of Place Brands 48 Alice Loy 3 Managing the Unmanageable: Stakeholder Involvement in Creating and Managing Places and Their Brands 65 Edward Kasabov 4 The Role of Culture in Regional Development Work Changes and Tensions 79 Kari Ilmonen Part II Individual Place Case Studies 5 Case A: Place Branding from the Bottom-up: Strengthening Cultural Identity through Small-Scaled Connectivity with Cultural Entrepreneurship 99 Philip Speranza v

7 vi Contents 6 Case B: Culture-led Urban Regeneration and Brand Building in Alpine Italian Cities 122 Maria Della Lucia and Mariangela Franch 7 Case C: Place Branding and Cultural Entrepreneurship: Edinburgh Scotland s Inspiring Capital and World Festival City 141 Kenneth Mcmillan Wardrop 8 Case D: The Power of Soft Infrastructure in Influencing Regional Entrepreneurship and Innovativeness 159 Cecilia Pasquinelli and Nicola Bellini 9 Case E: Cultural Diplomacy and Entrepreneurship as a Means for Image Restoration: The Case of Israel 178 Eli Avraham 10 Case F: The City of Ostrava From Industrial Image to Industrial Image Jan Suchacek and Pavel Herot Part III Particular Place Brand Themes 11 Coordinating Cooperative Cultural Networks: The Case of Culture Finland 213 Arja Lemmetyinen 12 Tracing for One Voice The 5Cs of Communication in Place Branding E-governance-based Smart Place Branding: Challenges and Implications for Local Identity and Cultural Entrepreneurship 243 Frank M. Go, Maria Della Lucia, Mariapina Trunfio and Angelo Presenza 14 Making Space for Cultural Entrepreneurship 261 Stephen Little Epilogue 276 Index 281