elevator pitch at university of groningen
DESCRIPTION
First presentation as PhD researcher.Eduardo Oliveira, PhD Researcher Department of Planning & Environment Faculty of Spatial Sciences, University of Groningen PO Box 800 9700 AV Groningen,The NetherlandsTRANSCRIPT
The Place Branding Process in the northwest The Place Branding Process in the northwest of Portugal of Portugal
:::PhD Team Day::: ::December 5, 2011::
:Eduardo Oliveira:
PurposeResearch Questions
Northwest of Portugal
Provide a practical framework, with measures and applicability for one better future for the residents in the northwest of Portugal.
Is there any place branding programme? If so, What is it and Who is doing it?
Detailed review of the literature relevant to place branding and place brand management.
Provide a tool for the places, to manage and plan their strengths, opportunities and build, from them, competitive place advantages.
Place branding
What are the main points of criticism and the main gaps in place branding when applied to regions?
Empirical goal
Research Research AreaArea
Methodology
Portugal
Northwest
Barcelos
Braga
Viana do CasteloPorto
Guimarães
Northwest of Portugal
2010: 250 000
Unemployed
population
12.7%2010
Empirical goal Research Research AreaArea
Methodology
Empirical Empirical goalgoal
Research Research AreaArea
MethodologMethodologyy
To identify, describe and analyse cases of branding in the northwest region of Portugal and understand if they exist as process or only as simple promotional approach.
To examine the best branding strategies to the northwest region of Portugal, according with the theoretical framework, “benchmarking” e.g., data…Case study
Quantitative analysis
Macro–Economics indicators
Qualitative analysis
Semi-structured interviewsPlace
stakeholders
Statistics / Reports
Theoretical goal
Place branding theory
To operationalise the theoretical framework
according to the research questions and
objectives
Place Place branding branding
theorytheory
Formulate a
theoretical
framework Planning tool
concepts
Practical measures
Link to achievement
of wide cooperationReinforcing
the concept as place
management tool
Integrate the
findings of the field research
Kalandides and Kavaratzis 2009
Hankinson 2007; 2010
Kavaratzis and Ashworth 2010
OECD IMF EU
Dinnie 2011