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Higher Education Institutions as Managers of Wicked Problems: Place Branding and Rural Development in Marche Region, Italy

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  • Cavicchi, Alessio
  • Rinaldi, Chiara
  • Corsi, Michele

Abstract

This paper highlights the role that Higher Education Institutions (HEI’s) can play in the development of place umbrella brands in a rural area of Italy. Place branding in rural areas is considered a wicked problem, since it must be managed by many stakeholders who often have diverse and conflicting motives. This case analyzes the “Marche d’Eccellenza,” a Forum held in the Marche Region of Italy, in 2010. Private and public sector stakeholders participated in a series of brainstorming sessions on how to collectively develop the region’s resources and unique value proposition. The results show how the involvement of a university, as a trainer, partner and facilitator, can help build place brands in rural areas.

Suggested Citation

  • Cavicchi, Alessio & Rinaldi, Chiara & Corsi, Michele, 2013. "Higher Education Institutions as Managers of Wicked Problems: Place Branding and Rural Development in Marche Region, Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(A), pages 1-18.
    • Handle: RePEc:ags:ifaamr:155146
    DOI: 10.22004/ag.econ.155146
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    References listed on IDEAS

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    1. Gerry Boucher & Cheryl Conway & Els Van Der Meer, 2003. "Tiers of Engagement by Universities in their Region's Development," Regional Studies, Taylor & Francis Journals, vol. 37(9), pages 887-897.
    2. Sandra S. Batie, 2008. "Wicked Problems and Applied Economics," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1176-1191.
    3. Nicholas Miles & Janet Tully, 2007. "Regional Development Agency Policy to Tackle Economic Exclusion? The Role of Social Capital in Distressed Communities," Regional Studies, Taylor & Francis Journals, vol. 41(6), pages 855-866.
    4. Unknown, 2009. "Multifunctional agriculture and rural development," Economics of Agriculture, Institute of Agricultural Economics, vol. 56(1).
    5. Messely, Lies & Dessein, Joost & Lauwers, Ludwig H., 2009. "Branding Regional Identity As A Driver For Rural Development," 113th Seminar, December 9-11, 2009, Belgrade, Serbia 57406, European Association of Agricultural Economists.
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    Cited by:

    1. Alok Acharya & Zillur Rahman, 2016. "Place branding research: a thematic review and future research agenda," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 289-317, October.
    2. Alessio CAVICCHI & Katerina CIAMPI STANCOVA, 2016. "Food and gastronomy as elements of regional innovation strategies," JRC Research Reports JRC99987, Joint Research Centre.
    3. Barbora Gulisova, 2021. "Rural place branding processes: a meta-synthesis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 368-381, December.
    4. Tomasi Sabrina & Cavicchi Alessio & Aleffi Chiara & Paviotti Gigliola & Ferrara Concetta & Baldoni Federica & Passarini Paolo, 2021. "Civic universities and bottom-up approaches to boost local development of rural areas: the case of the University of Macerata," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 9(1), pages 1-23, December.
    5. Shang-Yu Liu & Chen-Ying Yen & Kuang-Nan Tsai & Wei-Shuo Lo, 2017. "A Conceptual Framework for Agri-Food Tourism as an Eco-Innovation Strategy in Small Farms," Sustainability, MDPI, vol. 9(10), pages 1-11, September.
    6. Cavicchi, Alessio & Rinaldi, Chiara & Santini, Cristina, 2015. "Fostering entrepreneurial education in Agribusiness through experiential learning," 2015 International European Forum (144th EAAE Seminar), February 9-13, 2015, Innsbruck-Igls, Austria 206255, International European Forum on System Dynamics and Innovation in Food Networks.
    7. Dentoni, Domenico & Ross, R. Brent, 2013. "Towards a Theory of Managing Wicked Problems through Multi-Stakeholder Engagements: Evidence from the Agribusiness Sector," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(A), pages 1-10, August.
    8. Chiara Aleffi & Sabrina Tomasi & Concetta Ferrara & Cristina Santini & Gigliola Paviotti & Federica Baldoni & Alessio Cavicchi, 2020. "Universities and Wineries: Supporting Sustainable Development in Disadvantaged Rural Areas," Agriculture, MDPI, vol. 10(9), pages 1-14, August.

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