IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02177433.html
   My bibliography  Save this paper

Co-construction of a territorial marketing approach : the case of the stakeholders of a shared brand
[La co-construction d’une démarche de marketing territorial : une lecture des parties prenantes d’une marque partagée]

Author

Listed:
  • Corinne Rochette

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

  • Cédrine Zumbo-Lebrument

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

Abstract

More and more territories are endowed with this powerful marketing tool that is the brand. Some choose for a co-creation process involving many regional players. The theoretical framework of the stakeholders is mo-bilized here in its descriptive and instrumental dimension in order to identify the stakeholders involved in the co-construction of a region's brand. It provides a mapping of the stakeholders and highlights their motivations to participate in the creation process and to identify the sources of power that can influence the direction of the brand

Suggested Citation

  • Corinne Rochette & Cédrine Zumbo-Lebrument, 2017. "Co-construction of a territorial marketing approach : the case of the stakeholders of a shared brand [La co-construction d’une démarche de marketing territorial : une lecture des parties prenantes ," Post-Print hal-02177433, HAL.
    • Handle: RePEc:hal:journl:hal-02177433
    Note: View the original document on HAL open archive server: https://uca.hal.science/hal-02177433
    as

    Download full text from publisher

    File URL: https://uca.hal.science/hal-02177433/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. André Torre, 2010. "Jalons pour une analyse dynamique des Proximités," Revue d'économie régionale et urbaine, Armand Colin, vol. 0(3), pages 409-437.
    2. Camille Chamard, 2014. "Le marketing territorial : comment développer l'attractivité et l'hospitalité des territoires ?," Post-Print hal-02188109, HAL.
    3. Bernard Cova, 2008. "Consumer Made : quand le consommateur devient producteur," Post-Print halshs-02914385, HAL.
    4. Andr Torre Shaw & Jean-Pierre Gilly, 2000. "On the Analytical Dimension of Proximity Dynamics," Regional Studies, Taylor & Francis Journals, vol. 34(2), pages 169-180.
    5. Marc Ingham & Françoise de Viron & Alain Tihon, 2011. "Proximité entre parties prenantes et alignement stratégique. Le cas de Triodos Belgique," Revue française de gestion, Lavoisier, vol. 0(4), pages 125-140.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Corinne Rochette & Cédrine Zumbo-Lebrument, 2017. "La co-construction d'une démarche de marketing territorial : une lecture des parties prenantes d'une marque partagée," Post-Print hal-02328069, HAL.
    2. Sophie Masson & Romain Petiot, 2013. "Logistique et territoire : multiplicité des interactions et forces de régulation," Géographie, économie, société, Lavoisier, vol. 15(4), pages 385-412.
    3. Damien Talbot, 2018. "Proximités et contrôles," Revue d'économie régionale et urbaine, Armand Colin, vol. 0(5), pages 1099-1119.
    4. André Torre & Damien Talbot, 2018. "Proximités : retour sur 25 années d’analyse," Revue d'économie régionale et urbaine, Armand Colin, vol. 0(5), pages 917-936.
    5. Tom Broekel & Wladimir Mueller, 2018. "Critical links in knowledge networks – What about proximities and gatekeeper organisations?," Industry and Innovation, Taylor & Francis Journals, vol. 25(10), pages 919-939, November.
    6. Ludivine Calamel & Denis Chabault, 2020. "The Role of Proximities in the Construction of Managerial Innovation in a Collaborative Context," Post-Print hal-04446126, HAL.
    7. Teis Hansen, 2014. "Juggling with Proximity and Distance: Collaborative Innovation Projects in the Danish Cleantech Industry," Economic Geography, Taylor & Francis Journals, vol. 90(4), pages 375-402, October.
    8. Stefano Usai & Emanuela Marrocu & Raffaele Paci, 2017. "Networks, Proximities, and Interfirm Knowledge Exchanges," International Regional Science Review, , vol. 40(4), pages 377-404, July.
    9. Jordi Molas-Gallart & Pablo D’Este & Oscar Llopis & Ismael Rafols, 2016. "Towards an alternative framework for the evaluation of translational research initiatives," Research Evaluation, Oxford University Press, vol. 25(3), pages 235-243.
    10. Beugelsdijk, S. & Cornet, M., 2001. "How far do They Reach? The Localization of Industrial and Academic Knowledge Spillovers in the Netherlands," Other publications TiSEM 303b1186-e227-43ce-a118-0, Tilburg University, School of Economics and Management.
    11. Claire Capo & Odile Chanut, 2013. "Lecture des métiers de la vente directe à travers une grille d'analyse de la proximité," Post-Print hal-01742053, HAL.
    12. Robert J. Stimson, 2014. "Proximity and endogenous regional development," Chapters, in: André Torre & Frédéric Wallet (ed.), Regional Development and Proximity Relations, chapter 1, pages 47-93, Edward Elgar Publishing.
    13. Christian Omobhude & Shih-Hsin Chen, 2019. "The Roles and Measurements of Proximity in Sustained Technology Development: A Literature Review," Sustainability, MDPI, vol. 11(1), pages 1-30, January.
    14. Olivier Bouba-Olga & Michel Grossetti & Marie Ferru, 2014. "How I met my partner: reconsidering proximities," Chapters, in: André Torre & Frédéric Wallet (ed.), Regional Development and Proximity Relations, chapter 6, pages 223-240, Edward Elgar Publishing.
    15. Herrmann, Johannes & Hjertström, Alexander & Avdeitchikova, Sofia, 2015. "The Influence of Functional and Relational Proximities on Business Angel Investments," Ratio Working Papers 253, The Ratio Institute.
    16. Noé Guiraud & Juliette Rouchier, 2015. "L'Observatoire Régional des Circuits Courts : Un Dispositif de Coordination pour une Gouvernance Alimentaire Régionale," Working Papers halshs-01264601, HAL.
    17. Le Floc’h, Pascal & Murillas, Arantza & Aranda, Martin & Daurès, Fabienne & Fitzpatrick, Mike & Guyader, Olivier & Hatcher, Aaron & Macher, Claire & Marchal, Paul, 2015. "The regional management of fisheries in European Western Waters," Marine Policy, Elsevier, vol. 51(C), pages 375-384.
    18. Peter Nijkamp, 2013. "The Universal Law Of Gravitation And The Death Of Distance," Romanian Journal of Regional Science, Romanian Regional Science Association, vol. 7(2), pages 1-10, DECEMBER.
    19. Tom Broekel & Ron Boschma, 2012. "Knowledge networks in the Dutch aviation industry: the proximity paradox," Journal of Economic Geography, Oxford University Press, vol. 12(2), pages 409-433, March.
    20. Laurene Fayolle & Sonia Capelli & William Sabadie, 2012. "Placement de marque interactif et image de marque : le cas des concerts," Post-Print halshs-00685324, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02177433. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.