Alpha wolves. Are local business leaders important for the region brand? Case study of Wroclaw agglomeration

Macalik, Joanna

doi:10.29119/1641-3466.2023.173.30

Artykuł - szczegóły

Tytuł artykułu

Alpha wolves. Are local business leaders important for the region brand? Case study of Wroclaw agglomeration

Autorzy

Macalik Joanna

Treść / Zawartość

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DOI

10.29119/1641-3466.2023.173.30

Warianty tytułu

Języki publikacji

Abstrakty

Purpose: The main objective of this study is to investigate and clarify the role of local business leaders in creating region brand. Design/methodology/approach: The article uses the qualitative case study method to describe the role of local business leaders in shaping region brand. The analysis is conducted using Wroclaw Agglomeration as a subject. Findings: The research conducted enabled to initially investigate and clarify some aspects of creating a place brand image using stakeholders engagement. Research limitations: The research presented in the article is qualitative, making it impossible to infer the entire region's population. Practical implications: The article includes essential conclusions valid for regions' authorities, mainly in the area of creating a positive brand image in the economic context and the importance of engaging stakeholders in this process. Originality/value: The paper supplements the management sciences literature with knowledge about the local business leaders' role in creating a region brand.

Słowa kluczowe

bussines leader region region brand personal brand brand image

lider biznesu region marka regionu marka osobista wizerunek marki

Wydawca

Wydawnictwo Politechniki Śląskiej

Czasopismo

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

Rocznik

2023

Tom

z. 173

Strony

457--467

Opis fizyczny

Bibliogr. 47 poz.

Twórcy

autor

Macalik Joanna

joanna.macalik@ue.wroc.pl

Wroclaw University of Economics and Business

https://orcid.org/0000-0003-3946-8834

Bibliografia

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Bibliografia

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