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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

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  • 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
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    References listed on IDEAS

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