Innowacje społeczne w marketingu terytorialnym
AbstractThe purpose of the chapter is to determine the significance of social innovations in place marketing. The chapter presents a critical analysis of available literature in the field of social innovations and finally identifies possible dependencies with place marketing. The chapter is based on Polish and foreign, mainly English literature. In the definition of place marketing, referred to as designing a place to satisfy the needs of different target markets, the social aspect of marketing is taken into account. The chapter identifies six place marketing areas of support, also referred to as place brand vectors: tourism, foreign direct investments, exports, public diplomacy, migrations and inner integration. For each of them was related to three areas dedicated to social innovations, which are: a list of social problems, changes in their resolution and new organizational models or sectors of the economy resulting from these changes. In this context, one can point to two approaches in creating and implementing social innovations. In the first, often occurring in British literature, social innovations help to fight the threats that result from solving social problems for a given community, with its participation, but from outside. In the second, more often appearing in American literature, the business approach to solving social problems is emphasized, based on seeking opportunities for innovation (a change) in a difficult situation, requiring active participation of the local community, which should develop the best solution for itself. Place marketing can be treated as a significant system change.
|Other language title versions||Social innovations in place marketing|
|Publication size in sheets||1.05|
|Book||Romanowski Robert, Palicki Sławomir (eds.): Marketing Terytorialny: Innowacje Społeczne, 2019, Uniwersytet Ekonomiczny w Poznaniu, ISBN 978-83-951573-0-1, 180 p., DOI:10.5281/zenodo.3621365|
|Keywords in Polish||innowacje społeczne, marketing terytorialny|
|Keywords in English||social innovations, place marketing|
|Score||= 20.0, 27-04-2020, ChapterFromConference|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.