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Marketing and branding strategy for the South Baltic Sea Region: reinforcing regional innovation in SMEs through cross-border collaboration models in the age of transformation

Author

Listed:
  • Laima Gerlitz

    (University of Applied Sciences, Technology, Business and Design, Germany)

  • Christopher Meyer

    (University of Applied Sciences, Technology, Business and Design, Germany)

  • Christopher Meyer

    (Tallinn University of Technology, Estonia)

  • Gunnar Prause

    (University of Applied Sciences, Technology, Business and Design, Germany)

  • Gunnar Prause

    (Tallinn University of Technology, Estonia)

Abstract

South Baltic Sea Region (SBSR) is one of the EU cross-border regions that due to the patchy development patterns qualifies for EU financial support reinforcing innovation capacity and promoting collaborative and competitive mindset. Historically shaped by international collaboration patterns across the Baltic Sea, the SBSR turns into maritime or blue EU region. Being an integral part of the Baltic Sea Region (BSR) that has developed as role model for sustainable, green and smart region in the recent years, SBSR experiences increasing pace of change and the urge for sustainable transition. This creates a real conundrum for appropriate regional action. In this light, in the frame of the “InterMarE South Baltic” – a part-financed EU INTERREG project the researchers set out to contribute to situational improvement by developing tailor-made cooperative and region-wide Marketing and Banding Strategy for regional SMEs of all Blue Economy sectors. A joint macro-regional positioning strategy for the SBSR is highly missing and available strategic attempts can be traced back to joint marketing measures in the tourism sector only. Therefore, building on eclectic empirical data covering more than 130 surveyed SMEs from all participating countries – Denmark, Germany, Lithuania, Poland and Sweden, supported by expert interviews with representatives of Blue Economy sectors in the SBSR and BSR, direct observations and field research done in the frame of study visits outside the region, this treatise presents an innovative, integrative and topical cooperative model for joint cross-border marketing and branding of SMEs operating in the SBSR in all applicable Blue Economy sectors.

Suggested Citation

  • Laima Gerlitz & Christopher Meyer & Christopher Meyer & Gunnar Prause & Gunnar Prause, 2021. "Marketing and branding strategy for the South Baltic Sea Region: reinforcing regional innovation in SMEs through cross-border collaboration models in the age of transformation," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(4), pages 467-487, June.
    • Handle: RePEc:ssi:jouesi:v:8:y:2021:i:4:p:467-487
    DOI: 10.9770/jesi.2021.8.4(28)
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    References listed on IDEAS

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    More about this item

    Keywords

    marketing strategy; regional branding; branding strategy; South Baltic Sea Region; Blue Economy; regional innovation; Small and Medium-sized Enterprises (SMEs);
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O41 - Economic Development, Innovation, Technological Change, and Growth - - Economic Growth and Aggregate Productivity - - - One, Two, and Multisector Growth Models

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