top of page

Rebranding of industrial region: Theory and provison instruments

Maryna Gudz

National University “Zaporizhzhia Polytechnik”, Institute of Management and Law, Department of Economics and Customs, Ukraine

64 Zhukovsky Street, Zaporizhzhia, 69063, Ukraine

e-mail: gydzmarina@yahoo.com

ORCID: 0000-0002-1454-4987

Keywords: 
institutionalism, regional economy, administration, industrial region, rebranding, image profile, digital technologies profiles, digital technologies.

Abstract

Piotr Gudz

Kujawy and Pomorze University in Bydgoszcz, Poland, Institute of Economic Sciences, Department of Law, Administration and Economics

55-57 Toruńska Street, Bydgoszcz 85-023, Poland

e-mail: pitgudz@gmail.com

ORCID: 0000-0001-7604-549X

received:   02.07.2020
corrected:   16.07.2020
accepted: 17.07.2020

References

The formation and use of industrial region rebranding is considered in the context of the theory of institutionalism and practical tools of institutional influence on the administration of the modern region, in particular the concept of rational bureaucracy by Max Weber. Research methods include structural and logical analysis, comparative analysis, branding theories in the system of marketing management. The author’s interpretation of the essence and content of rebranding as a tool of territory marketing is based on the analysis of literary sources. The study of the practice of foreign regions and cities rebranding. The results of the study: according to the criteria and characteristics of the image profile of Zaporizhia region, its components are determined: business image (economic), status image (political), socio-image (social), geo-image (geographical), cultural-historical image, media image (information), tourism image (tourist and recreational image. The necessity of intensifying the use of the institute of big data (digital data), digital technologies as a tool for the implementation of rebranding measures in order to effectively administer the sphere of social, transport, and environmental safety of the residents is substantiated. Measures for the rebranding of the industrial city of Zaporizhia have been proposed for the target group of tourists.

  1. Bilotserkivets, V. (2015). Nova ekonomika: vyklyky ta zasady funktsionuvannia v  umovakh industrialnoho suspilstva. Akademichnyi ohliad, 1 (42), 11-16.

  2. Budnikevych, I. (2012). Formuvannia stratehii munitsypalnoho rozvytku: marketynhovyi pidkhid Naukovyi visnyk Chernivetskoho universytetu: Zb-k. nauk. prats. (Ekonomika). 592. 21-29. Chernivtsi: ChNU.

  3. Druker, P. (2004). Zadachi menedzhmenta v  XX1 veke. Moskva: Izd. dom Vilyams.

  4. Gudz, P. & Dawydenko, I. ets. (2019). Support system of solutions for planning sales actavaties in the tourizm industry. Internacional Journal of Ingineering and Advanced Technology (IJEAT), 8, 6, 3979- 3983. DOI: 10.35940/ijeat.F9082.088619 Retrieved April 17, 2020 from: https://www.ijeat.org/wp-content/uploads/papers/v8i6/ F9082088619.pdf.

  5. Gudz, P. & Gudz, M. ets. (2020) Scientific approaches for planning the architecture for urban economic space. (Onyshchenko V., Mammadova G., Sivitska S., Gasimov A.). Proceedings of the 2nd International Conference on Building Innovations. ICBI 2019. Lecture Notes in Civil Engineering, 73. Springer, Cham. Retrieved June 10, 2020 from: https:// link.springer.com/chapter/10.1007%2F978-3-030-42939-3_57.

  6. Hoff, K. (2016). Behavioral Economics and Social Exclusion: Can Interventions Overcome Prejudice? In book: Inequality and Growth: Patterns and Policy (pp.172-200). Retrieved June 20, 2020 from: https://www.researchgate.net/publication/310572536_Behavioral_Economics_and_Social_Exclusion_Can_Interventions_ Overcome_Prejudice

  7. Hoff, K. & Stiglitz, J. (2016). Striving for balance in economics: Theoretical perspectives on the social determinants of behavior. Journal of Economic Behavior and Organization, 126, Part B, 25-57.

  8. Kapitsa, S. Istoriya desyati milliardov. Retrieved May 03, 2020 from: http://spb.media/text/sergey-kapica-istoriya-desyati-milliardov.

  9. Krugman, P. (2014). Obstfeld Maurice International Economics: Theory and Policy. Global Edition (Inglese) Copertina flessibile. 3 february.

  10. Kulkova, A. V Zaporozhe uspeshno vnedryatsya sistema Smart City. Retrieved Maj 29, 2020 from: http://iz.com.ua/zaporoje/v-zaporozhe-na-mezhdunarodnom-forume-rasskazali-o-osobennostyahsmart-city.

  11. Lapidus, L. (2018). Tsifrovaya ekonomika: upravlenie elektronnyim biznesom i  elektronnoy kommertsiey: monografiya. Moskva: INFRA.

  12. Lendri, Ch. (2005). Kreativnyiy gorod. Per. s angl. Moskva: Izdatelskiy dom «Klassika-XX1».

  13. Lukianenko, D. & Poruchnik, A. & Kolesov, V. Globalnoe ekonomicheskoe razvitie: tendentsii, assimetrii, regulirovanie: monografiya. (2013). Kiev: Vydavnictvo Ekonomichnyj universytet im. Hetmana V.

  14. Makston, H., & Randers, Y. (2017). U poshukakh dobrobutu. Keruvannia ekonomichnym rozvytkom dlia zmenshennia bezrobittia, nerivnosti ta zmin klimatu. Кiev: Pabulum.

  15. Ot elektronnogo bileta do elektronnogo zayavleniya: v Zaporozhe prezentovali strategiyu «Komfortnyiy gorod». Retrieved Maj 29, 2020 from: http://panoptikon.org/articles/85137-ot-jelektronnogobileta-do-jelektronnogo-zajavlenija-v.html.

  16. Pankruhin, A. (2016). Munitsipalnoe upravlenie: marketing territoriy. 3 izd. Moskva: Logos.

  17. Schetinin, V. (2001). Chelovecheskiy kapital i neodnorodnost ego traktovki. Mezhdunarodnaya ekonomika i mezhdunarodnyie otnosheniya, 12, 40-46.

  18. Sergeeva, T. (2012). Umnyj gorod kak tendenciya. Upravlenie gorodom: teoriya i praktika. 1 (4). 46-51.

  19. Shevchik, T. (2013). Arthesia: Moskve nuzhno poumnet, a ne pribavlyat kvadratnyie kilometryi. Gazeta, June 07. Retrieved May 30, 2020 from http://rbcdaily.ru/world/562949987267481.

  20. Soskin, O. (2011). Brendynh mist: dosvid krain Vyshehradskoi hrupy dlia Ukrainy. Kiev: Vydavnictvo Instytut transformatsii suspilstva.

  21. Ukrstat. Sotsialno-ekonomichnyi rozvytok Ukrainy za sichen-kviten 2019 r. (2019). Kiev: Derzhavna sluzhba statystyky Ukrainy. Retrieved Maj 29, 2020 from: http://www.ukrstat.gov.ua/operativ/infografika/2019/soes/soes_04_2019.pdf. Ukrstat.

  22. Statystychnyi shchorichnyk Ukrainy za 2011 rik. (2012). Stat. zbirnyk. Kiev: Avhust Treid.

  23. Umnyiy gorod buduschego - Songdo. (2015). Retrieved Maj 29, 2020 from: http://www.biowatt.com.ua/trends/umnyj-gorod-budushhego-songdo-yuzhnaya-koreya.

  24. Upravlenie prostranstvenno-ekonomicheskim razvitiem: skryityie resursyi goroda (2016). Moskva: Tsentr gorodskih issledovaniy biznes-shkolyi «Skolkovo-2016». Skolkovo.

  25. Vazhenina, I. & Vazhenin, S. (2006). Imidzh kak konkurentnyiy resurs regiona. Region: ekonomika i sotsiologiya, 4, 72-84.

  26. Vizghalov, D. (2009). Glavnyiy resurs Moskvy – kultura. Nezavisimaya gazeta, 15, 12-15.

  27. Veber, M. (2016). Hozyaystvo i obschestvo. Per. s nem. L.Ionin, V. Bruptsehovoy, I. Sudarikov. Moskva: Vyisshaya shkola ekonomiki.

  28. Veber, M. (2018). Protestantska etyka i  dukh kapitalizmu. Kiev: Nash Format.

  29. Zherdeva, O. (2006). Metodyi i priemyi marketingovogo analiza territorii. Marketing i marketingovyie issledovaniya, (62), 110-119.

  30. Zherdeva, O. (2006). Rol marketinga v identifikatsii territoriy. Marketing v Rossii i za rubezhom. 2(52). 120-126.

  31. Zhmerenetskyi, O. (2017). Hlobalni ekonomichni trendy ta Ukraina bez maibutnoho. Ukrainska Pravda, 17, 5-8

bottom of page