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Från industri till kultur

Nilsson, Mauritz LU and Curcija, Matej (2024) KSMK65 20231
Department of Service Studies
Abstract
In the 21 century many post industrial cities have converted their former areas into cultural areas with entertainment areas, cultural schools and museums. The city of Malmö has transformed itself into a city of culture and it uses its place brand to compete for tourists, inhabitants, businesses and labor with other cities. The purpose with this paper is to find out how culture is included in the city of Malmös place branding. To review this work on how placebranding is included in the city of Malmö’s, we follow qualitative research methods, i.e. document research and interviews. The interviews were made in the city of Malmö in April and May, year 2023. The results showed that Malmö mostly uses a bottom-up approach to their place branding.... (More)
In the 21 century many post industrial cities have converted their former areas into cultural areas with entertainment areas, cultural schools and museums. The city of Malmö has transformed itself into a city of culture and it uses its place brand to compete for tourists, inhabitants, businesses and labor with other cities. The purpose with this paper is to find out how culture is included in the city of Malmös place branding. To review this work on how placebranding is included in the city of Malmö’s, we follow qualitative research methods, i.e. document research and interviews. The interviews were made in the city of Malmö in April and May, year 2023. The results showed that Malmö mostly uses a bottom-up approach to their place branding. They create culture with the help of co-creation and Malmö can create its city brand from a bottom-up perspective where the different stakeholders of the city create its brand. (Less)
Please use this url to cite or link to this publication:
author
Nilsson, Mauritz LU and Curcija, Matej
supervisor
organization
course
KSMK65 20231
year
type
M2 - Bachelor Degree
subject
keywords
Place brand, place marketing, storytelling, culture, grassroots, co-creation, brand management
language
Swedish
id
9170012
date added to LUP
2024-08-05 14:27:43
date last changed
2024-08-05 14:27:43
@misc{9170012,
  abstract     = {{In the 21 century many post industrial cities have converted their former areas into cultural areas with entertainment areas, cultural schools and museums. The city of Malmö has transformed itself into a city of culture and it uses its place brand to compete for tourists, inhabitants, businesses and labor with other cities. The purpose with this paper is to find out how culture is included in the city of Malmös place branding. To review this work on how placebranding is included in the city of Malmö’s, we follow qualitative research methods, i.e. document research and interviews. The interviews were made in the city of Malmö in April and May, year 2023. The results showed that Malmö mostly uses a bottom-up approach to their place branding. They create culture with the help of co-creation and Malmö can create its city brand from a bottom-up perspective where the different stakeholders of the city create its brand.}},
  author       = {{Nilsson, Mauritz and Curcija, Matej}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Från industri till kultur}},
  year         = {{2024}},
}