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Abstract
Clusters have proved to be powerful engine s of economic development in the European Union. Clusters and their stakehol ders can derive many benefits fr om a strong cluster brand. However, they face numerous branding and marketing challenges. Specifics of clusters, such as multiple stakeholders, make it difficult to forge a strong brand identity. This paper addresses the need to develop a cluster specific approach to branding and marketing. The aim of the study, on which this paper is based, was to analyse the current branding and marketing efforts of Polish cluster initiatives and identify the main challe nges that come with branding and marketing of clusters. It is discussed how clusters can use branding and market ing for strategic development purposes. The cluster specific approach to ma rketing tools and channels is proposed. Furthermore, cluster policy ac tions, reflecting the outcomes of the study, are recommended.
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- Category:
- Articles
- Type:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Published in:
-
Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing
pages 353 - 360,
ISSN: 2081-3430 - Language:
- English
- Publication year:
- 2013
- Bibliographic description:
- Koszarek M.: Challenges of branding and marketing of clusters// Zeszyty Naukowe Polityki Europejskie, Finanse i Marketing. -., nr. 10(59) (2013), s.353-360
- Verified by:
- Gdańsk University of Technology
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