Alpha Wolves. Are Local Business Leaders Important for the Region Brand? Case Study of Wroclaw Agglomeration

• Autorzy: Joanna Macalik
• Języki publikacji: EN

Abstrakty

EN

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.(original abstract)

Słowa kluczowe

EN

Business leaders; Region; Personal brand; Brand image

PL

Liderzy biznesu; Region; Marka osobista; Wizerunek marki

• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2023
• Numer: z. 173
• Strony: 457--467

Twórcy

autor

Joanna Macalik

• Wroclaw University of Economics and Business

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Identyfikatory

DOI

10.29119/1641-3466.2023.173.30