Organizing local “green” entrepreneurship: a brand perspective
Journal of Place Management and Development
ISSN: 1753-8335
Article publication date: 7 October 2014
Abstract
Purpose
This paper aims to show how current insights on place branding are used to organize “green” entrepreneurship in the Dutch Utrechtse Heuvelrug region. The role of place is explored in establishing a differentiated meaning for green entrepreneurship and providing an inspirational source for innovations, resulting in a green economic value proposition designed and communicated through branding.
Design/methodology/approach
From the literature, different perspectives on the role and function of the place were derived, which lead to the choice of an identity-based entrepreneurial brand. To define the regional identity, qualitative and quantitative research were conducted. In addition, co-creation sessions were organized to further develop the brand.
Findings
Taking place branding as the starting point, a framework has been developed, introducing the regional identity as an open space, linking locally based sub-brands to enhance power. To deliver economical and social value in an area with no leading business to sustainability and well-developed business skills, cluster development has been introduced as a way to create new economic activity and sustainable impact.
Practical implications
The strategy of separating stakeholders and position them as locally based brands enables place planners and marketers to manage place brand complexity, which generally delays the process, often limiting place branding to “logos and slogans”.
Originality/value
This paper provides a case study, which offers new perspectives on the issue of managing complexity, which is inevitable in organizing a place brand.
Keywords
Citation
J. Willemsen, S. and van der Veen, G. (2014), "Organizing local “green” entrepreneurship: a brand perspective", Journal of Place Management and Development, Vol. 7 No. 3, pp. 235-246. https://doi.org/10.1108/JPMD-05-2014-0007
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited