Regional Marketing and the Strategic Market Planning Approach to Attract Business and Industry Case Study
Orange County, California, USA
- Art: Diplomarbeit
- Autor: Franz Kero
- Abgabedatum: November 2002
- Umfang: 89 Seiten
- Dateigröße: 2,6 MB
- Note: 1,0
- Institution / Hochschule: Wirtschaftsuniversität Wien Österreich
- ISBN (eBook): 978-3-8324-6196-6
-
ISBN (Paperback) :
978-3-8324-6196-6 P - ISBN (CD) :978-3-8324-6196-6 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Kero, Franz November 2002: Regional Marketing and the Strategic Market Planning Approach to Attract Business and Industry Case Study, Hamburg: Diplomica Verlag
- Schlagworte: Wirtschaftsstandortentwicklung, Betriebsansiedlung, Regionalmarketing, Strategie, Planung
In den Warenkorb
48,00 €
Diplomarbeit von Franz Kero
Abstract:
This thesis describes and evaluates how regional marketing, based on the ideas of Philip Kotler’s Marketing Places (1993), can be a reasonable tool to attract business locators into economic regions. The thesis concentrates on strategic market planning of local economic development programs. It is presented how to make use of local competitive advantages by useful bundling of incentives. The notion of marketing and governing places is combined and shall offer the reader a new perspective of meeting regional economic objectives for places.
This thesis is divided into two parts: a theoretical part (where industrial incentives are presented and Kotler’s concept is explained and criticized) and an empirical part (where regional marketing is applied and tested for effectiveness). First, it will be defined what regional marketing is and what forms of incentives are considered. Then it will be presented how marketing strategies can be organized in a local environment, followed by a discussion how companies make location decisions. In the last chapter of the first part, a critical discussion of the regional marketing approach is presented. In the second part, an emphasis will be put on the case study; a location (Orange County, California, USA) where economic development based on marketing planning came to work. With a view to the situation and implications analyzed in the case study, it will be tried to scrutinize effectiveness and usefulness of economic development programs based on regional marketing principles for this place in question and in general.
Table of Contents:
| TABLE OF CONTENTS | 0 | |
| 1. | INTRODUCTION | 2 |
| 1.1 | Delineation of the problem | 3 |
| 1.2 | Marketing as a regional development approach | 4 |
| 1.3 | Methodology | 6 |
| 1.4 | Objectives and structure of the master’s thesis | 6 |
| 1.5 | Region | 7 |
| 2 | DEFINITION OF REGIONAL MARKETING | 8 |
| 2.1 | Regional marketing and regional economic development | 11 |
| OBJECTIVES | 13 | |
| 2.2 | Major elements of a regional marketing program | 14 |
| 2.3 | Strategic market planning process | 16 |
| 2.3.1 | Conducting the place audit | 16 |
| 2.3.2 | Describing the vision and objectives | 18 |
| 2.3.3 | Formulating the strategy | 18 |
| 2.3.4 | Operative plan | 18 |
| 2.3.5 | Implementation and control | 19 |
| 2.4 | Organization of regional marketing programs | 19 |
| 2.4.1 | Forms of economic development organizations in the USA | 20 |
| 2.4.2 | Participants of a regional marketing program | 22 |
| 2.5 | Objectives of regional marketing programs | 23 |
| 2.5.1 | Increasing the attractiveness of a city as a place of work | 23 |
| 2.5.2 | Increasing the attractiveness of a city as place of residence | 23 |
| 2.5.3 | Increasing the attractiveness as recreation and leisure area | 24 |
| 2.5.4 | Increasing the attractiveness of the city as place of economy | 24 |
| 2.5.5 | Expanding exports of regional goods | 24 |
| 2.5.6 | Acquisition of capital and stimulating foreign investment | 24 |
| 2.5.7 | Improving the image | 25 |
| 2.5.8 | Social welfare | 25 |
| 2.5.9 | Demarketing places | 25 |
| 2.6 | Attracting business and industry | 25 |
| 12.7 | Regional marketing and incentive competition | 27 |
| 2.7.1 | Business incentives | 29 |
| 2.7.2 | Measurement of incentives and development programs | 32 |
| 2.8 | Incentives and business location decisions | 33 |
| 2.8.1 | Business location selection process according to Kotler | 34 |
| 3. | CRITICAL DISCUSSION OF KOTLER’S REGIONAL MARKETING THEORY | 35 |
| 4. | CASE STUDY: REGIONAL MARKETING IN ORANGE COUNTY, CALIFORNIA | 37 |
| 4.1 | Orange County | 37 |
| 4.2 | Legislative system in Orange County | 39 |
| 4.3 | The Orange County government bankruptcy | 41 |
| 4.4 | Economic development in California State and Orange County | 43 |
| 4.5 | The Orange County Business Council - OCBC | 46 |
| 4.5.1 | OCBC and Regional Marketing efforts | 48 |
| 4.6 | Orange County’s Regional Marketing Program | 48 |
| 4.6.1 | Place Audit - Image Survey | 49 |
| 4.6.2 | Orange County’s vision | 58 |
| 4.6.3 | Orange County’s strategy | 59 |
| 4.6.4 | Orange County’s operative plan | 64 |
| 4.6.5 | Implementation and control process | 65 |
| 4.7 | Analysis of the OCBC business attraction program 1999 | 67 |
| 4.7.1 | Economic situation in 2001 | 68 |
| 4.7.2 | Impact and effectiveness of the business attraction program | 72 |
| 5. | CONCLUSION | 74 |
| 5.2 | Outlook and future research implications | 76 |
| 6. | SOURCES | 77 |
| 6.1 | Literature | 77 |
| 6.2 | Personal interviews | 82 |
| 6.3 | Internet research | 83 |
| APPENDIX | 85 |
In den Warenkorb
48,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832461966
Arbeit zitieren:
Kero, Franz November 2002: Regional Marketing and the Strategic Market Planning Approach to Attract Business and Industry Case Study, Hamburg: Diplomica Verlag
Schlagworte:
Wirtschaftsstandortentwicklung, Betriebsansiedlung, Regionalmarketing, Strategie, Planung
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