Territorial Marketing as a Tool to Identify Opportunities for the Moderate European Innovators: The Case of the Czech Republic
| Authors | |
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| Year of publication | 2020 |
| Type | Article in Proceedings |
| Conference | Proceedings of the 5th International Conference on European Integration 2020 |
| MU Faculty or unit | |
| Citation | |
| Web | https://www.ekf.vsb.cz/export/sites/ekf/icei/.content/galerie-souboru/ICEI-2020-Proceedings.pdf |
| Keywords | Czech Republic European innovation scoreboard European Union innovation territorial marketing |
| Description | The European Union is considered being one of the most politically and economically stable territories. The EU members play a crucial role as an engine of the world economy, and more importantly, innovation booster. As the European Union aims to be the global leader in the innovation framework, it promotes the European Innovation Scoreboard report, which comparatively assesses the innovation performance of each EU member. Admittedly, being among moderate innovators brings a tremendous opportunity to develop the territory’s comparative advantage and become a significant part of the global economy. The study examines the territorial marketing concept as a tool to identify opportunities for the Czech Republic as a moderate European innovator. The paper presents the recommendation to the Czech Republic in the European environment focusing on the opportunities to grow a stronger territory. One of the main advantages of territorial marketing is to create an attractive and sustainable territory for investors, residents, potential enterprises, regardless of territory size. |
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