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Matstaden Helsingborg - En kvalitativ studie om intressentinvolvering i platsvarumärkesutveckling

Christensen, Emelie LU ; Fallenius, Sara and Rodås, Madeleine (2015) SKOK01 20151
Department of Strategic Communication
Abstract (Swedish)
Syftet med denna studie är att bidra till ny kunskap samt en djupare förståelse för intressentinvolvering i platsvarumärkesutvecklande och på vilket sätt detta kan vara värdeskapande för ett platsvarumärke som helhet. Detta genom att undersöka hur Helsingborgs stad arbetar med att involvera sina intressenter i sitt platsvaru-märkesarbete, genom projektet Sveriges matstad, och hur denna involvering upp-levs vara värdefull för staden samt dess intressenter. Studien genomfördes genom kvalitativa semi-strukturerade intervjuer med representanter på Helsingborgs kommun, samt med ett urval krögare i staden. Genom studien fann vi att intres-senter kan ses som en resurs i en stads platsvarumärkesarbete, både utifrån en stads och dess intressenters... (More)
Syftet med denna studie är att bidra till ny kunskap samt en djupare förståelse för intressentinvolvering i platsvarumärkesutvecklande och på vilket sätt detta kan vara värdeskapande för ett platsvarumärke som helhet. Detta genom att undersöka hur Helsingborgs stad arbetar med att involvera sina intressenter i sitt platsvaru-märkesarbete, genom projektet Sveriges matstad, och hur denna involvering upp-levs vara värdefull för staden samt dess intressenter. Studien genomfördes genom kvalitativa semi-strukturerade intervjuer med representanter på Helsingborgs kommun, samt med ett urval krögare i staden. Genom studien fann vi att intres-senter kan ses som en resurs i en stads platsvarumärkesarbete, både utifrån en stads och dess intressenters perspektiv, om de involveras och blir en aktiv del i platsvarumärkesarbetet. Att medvetet arbeta på att stärka och förbättra relationer mellan stad och dess intressenter, samt även mellan olika intressenter, och se dessa som värdefulla resurser, kan ses som en strategi för värdeskapande i ett arbete med en plats varumärke. Detta kan även förstås som att en stad och dess platsvaru-märke byggs upp som ett värdeskapande system. (Less)
Abstract
The purpose of this study is to gain new perspectives and a deeper understanding regarding stakeholder involvement in place branding, and in which ways this can be of value in the development of a place brand. This by examining how Helsing-borg city is working to involve their stakeholders in their place branding strategy, through their project Sveriges Matstad, and how this involvement is perceived to be valuable for the city and its stakeholders. The study was conducted through qualitative semi-structured interviews with representatives of the municipality of Helsingborg, and with a selection of restaurant owners around town. Through the study we found that stakeholders can be seen as a resource in place branding, both from a city and... (More)
The purpose of this study is to gain new perspectives and a deeper understanding regarding stakeholder involvement in place branding, and in which ways this can be of value in the development of a place brand. This by examining how Helsing-borg city is working to involve their stakeholders in their place branding strategy, through their project Sveriges Matstad, and how this involvement is perceived to be valuable for the city and its stakeholders. The study was conducted through qualitative semi-structured interviews with representatives of the municipality of Helsingborg, and with a selection of restaurant owners around town. Through the study we found that stakeholders can be seen as a resource in place branding, both from a city and its stakeholders' perspective, if they are involved and become an active part of the place branding process. To consciously work to strengthen and improve relations between a city and its stakeholders, and also between different stakeholders, and to regard those as valuable resources, can be seen as a strategy for value creation in a place brand development. This can also be understood as a city and its place brand is being built as a value-generating system. (Less)
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@misc{7988413,
  abstract     = {The purpose of this study is to gain new perspectives and a deeper understanding regarding stakeholder involvement in place branding, and in which ways this can be of value in the development of a place brand. This by examining how Helsing-borg city is working to involve their stakeholders in their place branding strategy, through their project Sveriges Matstad, and how this involvement is perceived to be valuable for the city and its stakeholders. The study was conducted through qualitative semi-structured interviews with representatives of the municipality of Helsingborg, and with a selection of restaurant owners around town. Through the study we found that stakeholders can be seen as a resource in place branding, both from a city and its stakeholders' perspective, if they are involved and become an active part of the place branding process. To consciously work to strengthen and improve relations between a city and its stakeholders, and also between different stakeholders, and to regard those as valuable resources, can be seen as a strategy for value creation in a place brand development. This can also be understood as a city and its place brand is being built as a value-generating system.},
  author       = {Christensen, Emelie and Fallenius, Sara and Rodås, Madeleine},
  keyword      = {Platsvarumärken,platsvarumärkning,kommunikation,strategisk kommunikation,värdeskapande,intressenter,intressentinvolvering,place brands,place branding,communication,strategic communication,value co-creation,stakeholders,stakeholder involvement,Helsingborg,Sveriges matstad},
  language     = {swe},
  note         = {Student Paper},
  title        = {Matstaden Helsingborg - En kvalitativ studie om intressentinvolvering i platsvarumärkesutveckling},
  year         = {2015},
}