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Co-creation or Co-destruction: Governance and Value Creation in Place Brand Ecosystems

In: Technology Management for Intelligent, Open and Responsible Organizations and Ecosystems

Author

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  • Liwei Chou

    (National Chengchi University)

Abstract

Place brands are integral to regional economic and cultural development, deriving value from perceptions of a region’s geography, history, and culture. They stimulate economic growth, support local entrepreneurship, and enhance regional identity, attracting tourists and consumers. Unlike conventional product brands, place brands face geographic limitations that restrict growth. This study explores the governance strategies of the Champagne Committee (CIVC) in France, examining how hub organizations manage place brand ecosystems. The CIVC employs a dual approach to governance, regulating product-related branding and implementing diversified strategies for non-product sectors like tourism. By securing the UNESCO Intangible Cultural Heritage recognition, the CIVC fosters a broad ecosystem, enhancing the Champagne region’s visibility and sustainability. This study offers insights into the governance and value creation strategies of place brand ecosystems, relevant for other regional brands.

Suggested Citation

  • Liwei Chou, 2026. "Co-creation or Co-destruction: Governance and Value Creation in Place Brand Ecosystems," Springer Proceedings in Business and Economics, in: Fabiano Armellini & Syrine Njah & Elaine Mosconi & Breno Nunes (ed.), Technology Management for Intelligent, Open and Responsible Organizations and Ecosystems, pages 53-56, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23282-3_7
    DOI: 10.1007/978-3-032-23282-3_7
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