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Creating an inclusive city through internal city branding: The case of Shanghai
Stockholm University, Faculty of Social Sciences, School of Business, Marketing. (Stockholm Programme of Place Branding (STOPP))
2013 (English)Conference paper, Presentation (Refereed)
Abstract [en]

Purpose: Lend support to the idea that city branding is not just an economic activity inspired by market considerations, but also related to social and cultural goals. Study whether Shanghai is an inclusive city and how is it internally in order to be inclusive.

Method: Case study approach using secondary materials such as policy documents, news articles, online data, etc. The empirical context is the mega-city of Shanghai.

Findings: The study shed light on the way inclusiveness plays out in the city of Shanghai, and show that Shanghai – through visions, strategies and concepts as well as the World Expo 2010 – is moving in the direction of being more inclusive, and striving towards becoming a city for old and new Shanghai residents.

Research implications: The research on city branding towards internal audiences is to be further explored. So is research on how and in what ways city branding can steer a city towards social and cultural goals, and created positive change of society.

Practical implications: The study can supply city brand managers with insights into the importance of branding a city for social and cultural goals, and highlight the importance of having an inclusive approach towards city residents.

Originality/value: Contributing with a theoretical and empirical contribution to the literature on internal city branding.

Place, publisher, year, edition, pages
Keyword [en]
City branding, internal branding, inclusiveness, case study, Shanghai, China, urbanization, branding
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-99323OAI: diva2:686677
City Branding Symposium 2013: Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation
Available from: 2014-01-13 Created: 2014-01-13 Last updated: 2014-01-13

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