2019 (16), №2

Perception of Innovations in Place Marketing: Role of Stakeholders’ Communities

DOI:

10.31063/2073-6517/2019.16-2.10

For citation: 

Strekalova, A. S. (2019). Perception of Innovations in Place Marketing: Role of Stakeholders’ Communities. Zhurnal Economicheskoj Teorii [Russian Journal of Economic Theory], 16(2), 293-304

Abstract:

This article raises the question of the role of stakeholders’ communities (local interest groups) during the process of perception and routinization of innovations in the field of place marketing. This study expands the concept of innovation commons of D. Allen and J. Potts, focusing on the differences in the perception of the innovation process by actors on the part of supply and on the part of demand. For the first time, the phenomenon of the adoption of innovations in the field of stakeholders’ place marketing in different phases of the innovation process — phase commons — is considered. Behaviour patterns of representative agents of phase commons, their psychographic characteristics and communication specifics, including those in Web 2.0, are disclosed. Management issues in the phase innovation commons of place that are associated with the presence of gaps between adjacent phases of the introduction of marketing innovations are identified. The concept of Tardian minorities, which are a factor in overcoming these issues, is introduced. Directions of a new (interactive) communication policy concerning skeptics and haters of innovations in place marketing are formulated.

PDF full
Downloaded: 36

Anastasia Sergeevna Strekalova — PhD in Biology, Senior Research Associate at the Department of Marketing, Volgograd State University (Volgograd, Russian Federation; e-mail: strekalovaas@mail.ru).

  1. Witt, U. (2007). Obuchenie potrebleniju: teorija potrebnostej i rost sprosa [Learning to consume: theory of wants and growth in demand]. In Rost potreblenija i faktor raznoobrazija: novejshie issledovanija zapadnyh i rossijskih jevoljucionistov [Consumption growth and the factor of diversity: the modern studies of Western and Russian evolutionists] (pp. 37–58). Moscow, Russia: Delo, 272. (In Russ.)
  2. Loasby, B. (2007). Poznanie, voobrazhenie i instituty kak faktory formirovanija sprosa [Cognition, imagination and institutions as factors of demand formation]. In Rost potreblenija i faktor raznoobrazija: novejshie issledovanija zapadnyh i rossijskih jevoljucionistov [Consumption growth and the factor of diversity: the modern studies of Western and Russian evolutionists] (pp. 13–36). Moscow, Russia: Delo, 272. (In Russ.)
  3. Maevskij, V. (1997). Vvedenie v jevoljucionnuju makrojekonomiku [Introduction to Evolutionary Macroeconomics]. Moscow, Russia: Japonija segodnja Publ., 106. (In Russ.)
  4. Maevskij, V. I., Malkov, S. Ju., & Rubinshtejn, A. A. (2016). Novaja teorija vosproizvodstva kapitala: razvitie i prakticheskoe primenenie [A new theory of capital reproduction: development and practical application]. Moscow, Russia; St. Petersburg, Russia: Nestor-Istorija, 260. (In Russ.)
  5. Metcalfe, J. S. (2007). Potreblenie, predpochtenija i jevoljucionnyj podhod [Consumption, preferences, and the evo- lutionary agenda]. In Rost potreblenija i faktor raznoobrazija: novejshie issledovanija zapadnyh i rossijskih jevoljucionistov [Consumption growth and the factor of diversity: the modern studies of Western and Russian evolutionists] (pp. 96–128). Moscow, Russia: Delo, 272. (In Russ.)
  6. Moore, G. A. (2006). Preodolenie propasti: marketing i prodazha hajtek-produktov massovomu potrebitelju [Crossing the chasm: marketing and selling high-tech products to mainstream consumers]. Moscow, Russia: Williams Publ., 368. (In Russ.)
  7. Nelson, R. R., & Winter, S. G. (2002). Jevoljucionnaja teorija jekonomicheskih izmenenij [An evolutionary theory of economic change]. Moscow, Russia: Delo, 536. (In Russ.)
  8. Popov, E. V., Omonov, J. K., Naumov, I. V., & Veretennikova, A. Yu. (2018). Tendencii razvitija social’nyh innovacij [Trends in the development of social innovation]. Terra Economicus [Terra Economicus], 16(3), 35–59. (In Russ.)
  9. Thaler, R. H., & Sunstein, C. R. (2018). Arhitektura vybora. Kak uluchshit’ nashi reshenija o zdorov’e, blagosostojanii i schast’e [Nudge. Architecture of choice. Improving decisions about health, wealth and happiness] (2nd ed.). Moscow, Russia: Mann, Ivanov & Ferber, 240. (In Russ.)
  10. Florek, M. (2013). Onlajn-brending gorodov [Online city branding]. In K. Dinni (Ed.), Brending territorii. Luchshie mirovye praktiki [City branding. Theory and cases]. Moscow, Russia: Mann, Ivanov & Ferber, 336. (In Russ.)
  11. Frolov, D. P., & Shishkov, V. A. (2013). Regional’nyj marketing v dejstvii: sluchaj Volgogradskoj oblasti [Regional marketing in action: the case of the Volgograd region]. Marketing v Rossii i za rubezhom [Marketing in Russia and abroad], 3, 81–88. (In Russ.)
  12. Schumpeter, J. (1982). Teorija jekonomicheskogo razvitija [Theory of Economic Development]. Moscow, Russia: Progress, 455. (In Russ.)
  13. Allen, D. W. E., & Potts, J. (2016). How innovation commons contribute to discovering and developing new technologies. International Journal of the Commons, 10(2), 1035–1054.
  14. Kavaratzis, M., & Dennis, C. (2018). Place branding gathering momentum. Place Branding and Public Diplomacy, 14(2), 75–77.
  15. Kavaratzis, M., Warnaby, G., & Ashworth, G. (Eds.). (2015). Rethinking Place Branding: Comprehensive Brand Development for Cities and Regions. NY: Springer International Publ., 248.
  16. Kotler, Ph., Haider, D. H., & Rein, I. (1993). Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations. NY: The Free Press, 388.
  17. Metcalfe, J. S. (2001). Consumption, preferences, and the evolutionary agenda. Journal of Evolutionary Economics, 11(1), 37–58.
  18. Rogers, E. M. (1962). Diffusion of Innovations. NY: The Free Press, 367.
  19. Rogers, E. M. (1983). Diffusion of innovations (3rd ed.). NY: The Free Press, 453.
  20. Shiffer, M. B. (1993). Cultural imperatives and product development: the case of the shirt-pocket radio. Technology and Culture, 34, 98–113.
  21. Tarde, G. (1993). Les lois de l’imitation. Une édition électronique réalisée à partir du livre de Gustave Gabriel Tarde, Les lois de l’imitation. Paris: Éditions Kimé, 428. Retrieved from http://classiques.uqac.ca/classiques/tarde_gabriel/lois_imitation/tarde_lois_imitation.pdf.