SUCCESS FACTORS OF PLACE MARKETING: A STUDY OF …

Helsinki University of Technology, Institute of Strategy and International Business Doctoral Dissertations 2003/4 Espoo 2003

SUCCESS FACTORS OF PLACE MARKETING: A STUDY OF PLACE MARKETING PRACTICES IN NORTHERN EUROPE AND THE UNITED STATES

Seppo K Rainisto

TEKNILLINEN KORKEAKOULU TEKNISKA H?GSKOLAN

HELSINKI UNIVERSITY OF TECHNOLOGY TECHNISCHE UNIVERSIT?T HELSINKI

UNIVERSITE DE TECHNOLOGIE D?HELSINKI

Helsinki University of Technology, Institute of Strategy and International Business Doctoral Dissertations 2003/4 Espoo 2003

SUCCESS FACTORS OF PLACE MARKETING: A STUDY OF PLACE MARKETING PRACTICES IN NORTHERN EUROPE AND THE UNITED STATES

Seppo K Rainisto

Dissertation for the degree of Doctor of Science in Technology to be presented with due permission of the Department of Industrial Engineering and Management, for public examination and debate in Auditorium Luna, Spektri Duo Building, Mets?nneidonkuja 6, at the Helsinki University of Technology on the 19th of September, 2003, at 13 o?clock.

Helsinki University of Technology Department of Industrial Engineering and Management Institute of Strategy and International Business Teknillinen korkeakoulu Tuotantotalouden osasto Yritysstrategian ja kansainv?lisen liiketoiminnan laboratorio

Helsinki University of Technology Department of Industrial Engineering and Management P.O.Box 9500 FIN-02015 HUT Finland Phone: +358 9 451 3651 Fax: +358 9 451 3665 Internet

ISSN 1457-6929 ISBN 951-22-6685-7

Monikko Oy 2003

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ABSTRACT

The aim of the present study is to evaluate which are the most critical success factors in place marketing, and how these factors could be utilised in place development. The study builds a framework and analyses place marketing practices from the perspectives of the process, assessment criteria and success factors. The main research focus is on marketing management aspects in place marketing.

The primary theoretical background and concepts in place marketing for this study consist of marketing theory, branding, assessment criteria, process, place development, local economic development and non-profit organisations. This study uses a theory building, qualitative case research agenda, with an embedded, longitudinal and multiple case design. The study applies the theoretical framework of successful place marketing in an empirical research with the case locations of the Helsinki, Stockholm, Copenhagen and Chicago regions. The field research was carried out between April 2002 and March 2003. This study investigates also how Northern European versus U.S. place marketers differ in their practices and comes to the conclusion that both regions can benefit from a study of each other's practices.

This study contributes to the literature by "translating" the key concepts of corporate marketing theory for places, forms a conceptual framework and makes 35 propositions about general place marketing practices and its specific success factors. The study makes a managerial contribution by giving recommendations for place marketing practices, and by offering a new and holistic framework to help places move to a more systematic and effective marketing approach.

Strategic marketing can be also applied to places, and the tools of corporate marketing can be transferred to place marketing. Places can also be branded, through creating and communicating a place identity, which increases a place's attraction.

Key words: place development, place marketing, place customer, place branding, success factors.

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ACKNOWLEDGEMENTS

Completion of the demanding dissertation somewhat resembled a complex business project like those during my corporate years, or running a marathon with all the tears and joy. My transition from business to academic research, at my age, has received support and encouragement from many individuals and organisations for which I express my gratitude.

Foremost, I would like to express my warmest thanks to my supervisor and instructor, Henrikki Tikkanen, Professor of Marketing at Helsinki University of Technology, for his care and commitment. His professional support and clear horizons have guided and motivated me through the job. Henrikki was able to instruct in a very inspiring and motivating manner, maintaining a good balance between criticism and encouragement, with an eye on the big pattern as well as the small details. I am grateful to Henrikki for giving me an unforgettable experience of academic research.

I thank my external examiners, Professor Philip Kotler from the Northwestern University's Kellogg Graduate School of Management, and Professor Karin Holstius, D.Sc. (Econ.) from the Turku School of Economics and Business Administration. My special thanks go to Rami Olkkonen, D.Sc. (Econ.), from the Turku School of Economics and Business Administration for agreeing to act as my public examiner. Their comments were very valuable.

I am very thankful to Professors Don Haider and Irvin Rein, of the Northwestern University in Evanston, Illinois, for their comments and insight during the study. I would also like to thank Professor Ilkka Kauranen, of Helsinki University of Technology for teaching my major subject and instructing me during the licentiate study. I thank Petri Parvinen, PhD, from Helsinki University of Technology (MBA-Program) who supported me in a special search for articles. Thanks also go to my former colleagues for support at HUT and its Lahti Center.

I am very grateful to all my interviewees who have devoted their time and effort for this research. I hope that the results of the study will be useful for their place marketing practices. Of these, I would especially like to name Christer Asplund, Managing Director of the Business Arena Stockholm, Pentti Pitk?nen, Managing Director of Helsinki Region Marketing, Rolf Larssen, Managing Director of Copenhagen Capacity, Tom Bartkoski,

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