Exploring the role of stakeholders in place branding - a case analysis of the 'City of Liverpool' Online publication date: Sat, 26-Jul-2014
by Vishwas Maheshwari; George Lodorfos; Ian Vandewalle
International Journal of Business and Globalisation (IJBG), Vol. 13, No. 1, 2014
Abstract: To date, there has been no investigation into the roles and interrelationships of various stakeholder groups in developing place branding. Similarly, there is limited previous research that examines the links between stakeholders, place branding and sustainable businesses' development. This study is based on in-depth semi-structured interviews with representatives from a diverse group of key stakeholders including local authorities, investment agencies, private sector representatives and local businesses as well as a number of follow up interviews with key representatives from the business community within the 'City of Liverpool', UK. These included stakeholders that have both the power and the interest to develop place branding and implement a strategic plan that support's businesses' development. A relationship framework demonstrating the dynamic roles of different stakeholders in place branding has been proposed as a platform for business development.
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