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

Authors: 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

Addresses: Faculty of Applied Sciences, WSB University, 41-300 Dąbrowa Górnicza, Poland ' Institute of Transportation - CIP, Department of Architecture and Urban Planning, Belgrade, Serbia ' VALORIZA - Research Centre for Endogenous Resource Valorization, Portalegre, Portugal; Polytechnic School, University of Extremadura, Caceres, Spain ' Environmental Resources Analysis Research Group (ARAM), University of Extremadura, 06071 Badajoz, Spain; VALORIZA - Research Centre for Endogenous Resource Valorization, Portalegre, Portugal ' Environmental Resources Analysis Research Group (ARAM), University of Extremadura, 06071 Badajoz, Spain; VALORIZA - Research Centre for Endogenous Resource Valorization, Portalegre, Portugal ' VALORIZA - Research Centre for Endogenous Resource Valorization, Portalegre, Portugal; Polytechnic Institute of Portalegre, Portalegre, Portugal ' Faculty of Exact Sciences and Engineering (FCEE), Department of Civil Engineering and Geology (DECG), University of Madeira (UMa), Funchal, Portugal; VALORIZA - Research Centre for Endogenous Resource Valorization, Portalegre, Portugal ' Faculty of Exact Sciences and Engineering (FCEE), Department of Civil Engineering and Geology (DECG), University of Madeira (UMa), Funchal, Portugal ' Faculty of Applied Sciences, WSB University, 41-300 Dąbrowa Górnicza, Poland

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.

Keywords: advertisement; CBC; cross-border cooperation; Eurocities; marketing; regional development.

DOI: 10.1504/EJIM.2023.127232

European Journal of International Management, 2023 Vol.19 No.1, pp.58 - 91

Received: 14 Aug 2018
Accepted: 08 Apr 2019
Published online: 30 Nov 2022 *

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