文章基本信息

标题：Higher Education Institutions as Managers of Wicked Problems: Place Branding and Rural Development in Marche Region, Italy
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作者：Cavicchi, Alessio ; Rinaldi, Chiara ; Corsi, Michele 等
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2013
期号：Suppl
出版社：Journal of Agribusiness
摘要：This paper highlights the role that Higher Education Institutions (HEI’s) can play in the development of place umbrella brands in a rural area of Italy. Place branding in rural areas is considered a wicked problem, since it must be managed by many stakeholders who often have diverse and conflicting motives. This case analyzes the “Marche d’Eccellenza,” a Forum held in the Marche Region of Italy, in 2010. Private and public sector stakeholders participated in a series of brainstorming sessions on how to collectively develop the region’s resources and unique value proposition. The results show how the involvement of a university, as a trainer, partner and facilitator, can help build place brands in rural areas.
关键词：Higher education institutions;university;third mission;place branding;rural development;stakeholder engagement;wicked problems;Italy.