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- W1485536651 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." @default.
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- W1485536651 date "2013-01-01" @default.
- W1485536651 modified "2023-09-25" @default.
- W1485536651 title "Higher education institutions as managers of wicked problems: place branding and rural development in Marche Region, Italy" @default.
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- W1485536651 doi "https://doi.org/10.22004/ag.econ.155146" @default.
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