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Higher Education Institutions as Managers of Wicked Problems: Place Branding and Rural Development in Marche Region, Italy

Alessio Cavicchi (), Chiara Rinaldi and Michele Corsi

International Food and Agribusiness Management Review, 2013, vol. 16, issue A, 18

Abstract: 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)
Date: 2013
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DOI: 10.22004/ag.econ.155146

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