Higher Education Institutions as Managers of Wicked Problems: Place Branding and Rural Development in Marche Region, Italy

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.


Editor(s):
IFAMR, IFAMA
Issue Date:
2013
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN #: 1559-2448 (Other)
PURL Identifier:
http://purl.umn.edu/155146
Published in:
International Food and Agribusiness Management Review, Volume 16
Special Issue A
Page range:
51-68
Total Pages:
18
JEL Codes:
Q15; R11; R12; R13
Series Statement:
Volume 16
Issue A




 Record created 2017-04-01, last modified 2017-08-27

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