Figure of Merit for Places: Perspectives on Place Branding
| Authors | |
|---|---|
| Year of publication | 2017 |
| Type | Article in Periodical |
| Magazine / Source | The Journal of Italian Marketing Association |
| MU Faculty or unit | |
| Citation | |
| Web | https://www.francoangeli.it/riviste/Scheda_rivista.aspx?IDArticolo=60019 |
| Field | Management and administrative |
| Keywords | digital nomadism; figure of merit; place; branding |
| Attached files | |
| Description | Building on the formula of "Figure of Merit" used in technology studies, this work aims at findings analogism in place marketing by presenting "Figure of Merit for Places"; the identified formula represents the possible decision making algorithm that the cluster of Digital Nomads could use to choose a place to live for a period of life. The framework is useful both to place marketers and managers - identifying value proposition and the cost-of-living and cost for accessibility - and to the place demand - discovering the benefits to choose a place to live for a period. The analogism comes from the opportunity to study the Digital Nomads (DNs) that are emerging as a maximizer cluster. They live for different periods in different territories respecting the places and diffusing traditions, cultures, impressions and e xperiences; these characteristics stimulate the place marketing activities of the territories (demand driven) and contribute, indirectly, to place branding strategies (supply driven). |