Higher Education Institutions as Managers of Wicked Problems: Place Branding and Rural Development in Marche Region, Italy
Alessio Cavicchi (),
Chiara Rinaldi and
International Food and Agribusiness Management Review, 2013, vol. 16, issue A, 18
This paper highlights the role that Higher Education Institutions (HEI’s) can play in the development of place umbrella brands in a rural area of Italy. Place branding in rural areas is considered a wicked problem, since it must be managed by many stakeholders who often have diverse and conflicting motives. This case analyzes the “Marche d’Eccellenza,” a Forum held in the Marche Region of Italy, in 2010. Private and public sector stakeholders participated in a series of brainstorming sessions on how to collectively develop the region’s resources and unique value proposition. The results show how the involvement of a university, as a trainer, partner and facilitator, can help build place brands in rural areas.
Keywords: International Relations/Trade; Land Economics/Use; Public Economics; Resource /Energy Economics and Policy (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:155146
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