The purpose of this paper is to outline the features of network creativity within place marketing approach. Empirically the paper presents a preliminary verification of the theoretical hypotheses through an analysis of the Florentine area. The paper analyzes network creativity which is composed by relationships between businesses which are based on an exchange of knowledge, are highly dynamic (open to change), and follow a co-evolutionary network path (constantly in co-evolution). The authors propose to study networks creativity in a reticular place marketing perspective in which territory cannot be understood as an entity in itself, but must be interpreted as a reticular space consisting of nodes, and local and extra-local links.
Network Creativity and Place Marketing / G.Aiello; R.Donvito; S.Ranfagni. - ELETTRONICO. - (2009), pp. 1-20. (Intervento presentato al convegno 25th IMP Conference/Euromed Management tenutosi a Marseille nel September).
Network Creativity and Place Marketing
AIELLO, GAETANO;DONVITO, RAFFAELE
;RANFAGNI, SILVIA
2009
Abstract
The purpose of this paper is to outline the features of network creativity within place marketing approach. Empirically the paper presents a preliminary verification of the theoretical hypotheses through an analysis of the Florentine area. The paper analyzes network creativity which is composed by relationships between businesses which are based on an exchange of knowledge, are highly dynamic (open to change), and follow a co-evolutionary network path (constantly in co-evolution). The authors propose to study networks creativity in a reticular place marketing perspective in which territory cannot be understood as an entity in itself, but must be interpreted as a reticular space consisting of nodes, and local and extra-local links.File | Dimensione | Formato | |
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