New Insights of Profile Oriented Marketing and Adaption Management for a Future-Oriented City Development

Rebecca Reschreiter
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Rebecca Reschreiter: University of Latvia, Faculty of Economics and Management, Latvia

International Journal of Management Science and Business Administration, 2017, vol. 3, issue 2, 31-41

Abstract: The world is changing fast, and cities are facing complex transitions in economic, social and environmental areas. Therefore, the design of city systems will play an essential role in shaping a sustainable, innovative and livable future. Adaptive urban profiling was recently presented as a useful tool for municipals to enhance sustainable city development. It builds upon profile oriented marketing while including elements of adaption management. Thus, city managers can increase their cities attractiveness by providing it with a clear profile that is recognized around the world on the one hand, while flexibly adapting to change if necessary. Only an integrated approach that puts people first can hope to succeed on a global scale. In this paper, an action-oriented model for strengthening and accelerating futureoriented city development is designed in the light of current and future challenges of urbanization. Already existing successful marketing, i.e. profile-oriented marketing, and management models, i.e. adaptive management are adapted from organizations and are sharpened and enriched in their application to cities. The focus lies on the usability of these marketing concepts to increase the sustainability and development quality of urban spaces within city structures. This work addresses city planners and public managers and shall help them prioritize and tackle next innovative and future steps to establish and foster a clearly structured future vision and profile to guarantee a high quality of living and sustainable urban development. A new dynamic profiling model, i.e. the adaptive urban profiling model, shall increase the visibility and uniqueness of competitive sustainable and future-oriented urban structures and provide solutions to optimize the urban living environment.

Keywords: adaption management; urban/city development; city marketing; profile-oriented marketing. (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:3:y:2017:i:2:p:31-41

DOI: 10.18775/ijmsba.1849-5664-5419.2014.32.1003

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