Co-construction of a territorial marketing approach: the case of the stakeholders of a shared brand

La co-construction d’une démarche de marketing territorial: une lecture des parties prenantes d’une marque partagée

Corinne Rochette () and Cédrine Zumbo-Lebrument ()
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Corinne Rochette: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020]
Cédrine Zumbo-Lebrument: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre

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Abstract: More and more territories are endowed with this powerful marketing tool that is the brand. Some choose for a co-creation process involving many regional players. The theoretical framework of the stakeholders is mo-bilized here in its descriptive and instrumental dimension in order to identify the stakeholders involved in the co-construction of a region's brand. It provides a mapping of the stakeholders and highlights their motivations to participate in the creation process and to identify the sources of power that can influence the direction of the brand

Keywords: Marketing territorial; Co-création; Parties prenantes; Marque de territoire; Management public (search for similar items in EconPapers)
Date: 2017-11
Note: View the original document on HAL open archive server: https://uca.hal.science/hal-02177433
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Published in Revue Française du Marketing, 2017, 3-4 (261), pp.49

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