Cluster branding - a case study on regional cluster initiatives, cluster management, and cluster brands

O. Mauroner, J. Zorn
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引用次数: 6

Abstract

Cluster initiatives are believed to be important ways of increasing the competitiveness of companies within a region. The establishment of a strong cluster brand is considered a prerequisite for the success of a cluster initiative. Up to now, however, regional cluster brands have remained relatively unexplored. This study aims to transfer the identity-based understanding of brands to regional cluster brands and to analyse the following topics with a qualitative study using 13 interviews with actors from two different clusters as well as secondary data (e.g., homepages, image brochures, project documentation): functions of regional cluster brands; role of cluster management; importance of brand origin as identity anchor; operationalisation of brand identity.
集群品牌——一个关于区域集群计划、集群管理和集群品牌的案例研究
集群倡议被认为是提高区域内公司竞争力的重要途径。建立强大的集群品牌被认为是集群计划成功的先决条件。然而,到目前为止,区域集群品牌的开发还相对较少。本研究旨在将基于身份的品牌理解转移到区域集群品牌,并通过对来自两个不同集群的参与者的13次访谈以及辅助数据(例如,主页,图像手册,项目文档)进行定性研究,分析以下主题:区域集群品牌的功能;集群管理的作用;品牌起源作为身份锚的重要性品牌识别的运作。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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