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The challenge of internal co-creation for place branding

Thelander, Åsa LU and Säwe, Filippa LU (2014) In Public Reltions Inquiry
Abstract
This paper focuses on co-creation as a strategy and the challenge of turning theories of co-creation to practice. Particularly the role of internal stakeholders is the focused. Place branding is used as an example as It can be considered as a special type of public relations concerned with building connections between different stakeholders and a place. The paper aims to analyse how key internal stakeholders in a municipality understand a co-creative strategy for branding urban renewal. In this article, we investigate internal stakeholders and their role for the branding strategy, looking at their understanding, alignment, and support for the strategy. The paper is based on a single case study of an urban renewal project in the Swedish... (More)
This paper focuses on co-creation as a strategy and the challenge of turning theories of co-creation to practice. Particularly the role of internal stakeholders is the focused. Place branding is used as an example as It can be considered as a special type of public relations concerned with building connections between different stakeholders and a place. The paper aims to analyse how key internal stakeholders in a municipality understand a co-creative strategy for branding urban renewal. In this article, we investigate internal stakeholders and their role for the branding strategy, looking at their understanding, alignment, and support for the strategy. The paper is based on a single case study of an urban renewal project in the Swedish city Helsingborg. An organisational ethnographic approach has been used and the analysis is based on interviews with sixteen administrative municipal managers from various departments.

Four rationales are identified among the managers where the aim and expected outcome of the strategy is understood differently. The study highlights how profound rationales among internal stakeholders become a challenge in branding. In the theories of co-creation (Prahalad and Ramaswamy, 2004), absolute consensus between stakeholders is assumed. In complex organisations, such as the municipality, a more realistic goal is to establish compatible zones of meaning among internal stakeholders.

The paper highlights the challenge of turning theories of co-creation into practice. Particularly the challenge of using a co-creative strategy based on art is studied. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
submitted
subject
keywords
co-creation, place branding, internal stakeholders, art event, urban renewal
in
Public Reltions Inquiry
publisher
SAGE Publications Inc.
ISSN
2046-147X
language
English
LU publication?
yes
id
b90efc42-79fc-4f83-87cd-0bb1b86a268b (old id 4350763)
date added to LUP
2014-03-06 14:43:40
date last changed
2016-04-16 05:59:18
@article{b90efc42-79fc-4f83-87cd-0bb1b86a268b,
  abstract     = {This paper focuses on co-creation as a strategy and the challenge of turning theories of co-creation to practice. Particularly the role of internal stakeholders is the focused. Place branding is used as an example as It can be considered as a special type of public relations concerned with building connections between different stakeholders and a place. The paper aims to analyse how key internal stakeholders in a municipality understand a co-creative strategy for branding urban renewal. In this article, we investigate internal stakeholders and their role for the branding strategy, looking at their understanding, alignment, and support for the strategy. The paper is based on a single case study of an urban renewal project in the Swedish city Helsingborg. An organisational ethnographic approach has been used and the analysis is based on interviews with sixteen administrative municipal managers from various departments. <br/><br>
Four rationales are identified among the managers where the aim and expected outcome of the strategy is understood differently. The study highlights how profound rationales among internal stakeholders become a challenge in branding. In the theories of co-creation (Prahalad and Ramaswamy, 2004), absolute consensus between stakeholders is assumed. In complex organisations, such as the municipality, a more realistic goal is to establish compatible zones of meaning among internal stakeholders.<br/><br>
The paper highlights the challenge of turning theories of co-creation into practice. Particularly the challenge of using a co-creative strategy based on art is studied.},
  author       = {Thelander, Åsa and Säwe, Filippa},
  issn         = {2046-147X},
  keyword      = {co-creation,place branding,internal stakeholders,art event,urban renewal},
  language     = {eng},
  publisher    = {SAGE Publications Inc.},
  series       = {Public Reltions Inquiry},
  title        = {The challenge of internal co-creation for place branding},
  year         = {2014},
}