Marca de clúster: un enfoque de participación para el desarrollo del clúster

Fernando Rey  Castillo-Villar

doi:10.15446/innovar.v31n81.95579

Publicado

2021-05-26

Marca de clúster: un enfoque de participación para el desarrollo del clúster

Cluster branding: a participatory approach to cluster development

Marca de cluster: uma abordagem de participação para o desenvolvimento do cluster

DOI:

https://doi.org/10.15446/innovar.v31n81.95579

Palavras-chave:

gestión de grupos de interés, identidad de clúster, marca de clúster, marca territorial (es)
gestão de grupos de interesse, identidade de cluster, marca de cluster, marca territorial (pt)
Stakeholder management, cluster identity, cluster branding, place branding (en)

Downloads

Autores

Fernando Rey Castillo-Villar Universidad Popular Autónoma del Estado de Puebla (UPAEP), México https://orcid.org/0000-0003-2011-8957

Este artículo presenta un nuevo enfoque hacia la gestión y la comunicación de la identidad de clúster (denominada como “desarrollo de marca de clúster”), con base en la literatura académica de marca territorial y gestión de grupos de interés. En el desarrollo del artículo, se postula que una gestión efectiva del desarrollo de la marca de clúster debe de estar fuertemente sustentada en el involucramiento y la interacción de los grupos de interés del clúster en cada paso de este proceso abierto y continuo, así como a su vez en un liderazgo cooperativo y colaborativo capaz de desarrollar momentos de encuentro significativos y promover colaboración entre los grupos de interés del clúster. Diversos profesionales vinculados a la gestión de un clúster pueden usar el concepto de desarrollo de marca de clúster para diseñar estrategias más colaborativas y de “abajo hacia arriba”, orientadas a fortalecer la identificación de los grupos de interés con el clúster y proyectar una sólida imagen del clúster hacia audiencias externas.

This paper introduces a new approach to the management and communication of cluster identity —also known as cluster branding—, drawing on place branding and stakeholder management literature. In this work, cluster branding is conceptualized as an effective brand management strategy that must rely on the involvement and interaction of cluster stakeholders in every step of this open-ended process, as well as on a cooperative and collaborative leadership scheme capable of developing significant encounter moments and fostering collaboration among cluster stakeholders. Practitioners in the field of cluster management could take advantage of the cluster branding concept to design more collaborative and bottom-up strategies aimed at both strengthening stakeholders’ identification with the cluster and projecting a solid cluster image to external audiences.

Neste artigo, apresenta-se uma nova abordagem da gestão e da comunicação da identidade de cluster (denominada “desenvolvimento de marca de cluster”), com base na literatura acadêmica de marca territorial e gestão de grupos de interesse. No desenvolvimento do texto, é argumentado que uma gestão efetiva do desenvolvimento da marca de cluster deve estar fortemente apoiada no envolvimento e na interação dos grupos de interesse do cluster em cada passo desse processo aberto e contínuo, bem como numa liderança cooperativa e colaborativa entre os grupos de interesse do cluster. Diversos profissionais vinculados à gestão de um cluster podem usar o conceito “desenvolvimento de marca de cluster” para elaborar estratégias mais colaborativas e de “baixo para cima”, orientadas a fortalecer a identificação dos grupos de interesse com o cluster e projetar uma sólida imagem deste dirigida a públicos externos.

Referências

Andersson, M., & Paajanen, M. (2012). Common or competing products? Towards supra-national branding in BaltMet Promo. Journal of Place Management and Development, 5(1), 56-69. https://doi.org/10.1108/17538331211209040

Aranguren, M. J., Magro, E., & Wilson, J. R. (2016). Regional competitiveness policy evaluation as a transformative process: From theory to practice. Environment and Planning C: Politics and Space, 35(4), 703-720. https://doi.org/10.1177/0263774X16662469

Beebe, C., Haque, F., Jarvis, C., Kenney, M., & Patton, D. (2013). Identity creation and cluster construction: The case of the Paso Robles wine region. Journal of Economic Geography, 13(5), 711-740. https://doi.org/10.1093/jeg/lbs033

Brodie, R. J., Benson-Rea, M., & Medlin, C. J. (2017). Branding as a dynamic capability: Strategic advantage from integrating meanings with identification. Marketing Theory, 17(2), 183-199. https://doi.org/10.1177/1470593116679871

Burfitt, A., & MacNeill, S. (2008). The challenges of pursuing cluster policy in the congested state. International Journal of Urban and Regional Research, 32(2), 492-505. https://doi.org/10.1111/j.1468-2427.2008.00784.x

Castillo-Villar, F. R. (2018). City branding and the theory of social representation. Bitácora Urbano Territorial, 28(1), 33-38. http://doi.org/10.15446/bitacora.v28n1.52939

Cerda-Bertomeu, M. J., & Sarabia-Sanchez, F. J. (2016). Stakeholders’ perceptions of place branding and the role of the public sector: An exploratory analysis. Place Branding and Public Diplomacy, 12, 299-313. https://doi.org/10.1057/s41254-016-0016-8

Chen, C. -L., Lin, Y. -C., Chen, W. -H., & Heng, X. -S. (2018). Determinants of cluster leadership and identification on cluster innovation model. Leadership & Organization Development Journal, 39(4), 538-553. https://doi.org/10.1108/LODJ-10-2017-0305

Dyba, W. (2016). Mechanisms of knowledge flows in bottom-up and top-down cluster initiatives. Regional Studies, Regional Science, 3(1), 286-294. https://doi.org/10.1080/21681376.2016.1183514

Ebbekink, M. (2017). Cluster governance: A practical way out of a congested state of governance plurality. Environment and Planning C: Politics and Space, 35(4), 621-639. https://doi.org/10.1177/0263774X16666079

Ebbekink, M., & Lagendijk, A. (2013). What's next in researching cluster policy: Place-based governance for effective cluster policy. European Planning Studies, 21(5), 735-753. https://doi.org/10.1080/09654313.2013.734460

Eshuis, J., Braun, E., Klijn, E. H., & Zenker, S. (2018). The differential effect of various stakeholder groups in place marketing. Environment and Planning C: Politics and Space, 36(5), 916-936. https://doi.org/10.1177/2399654417726333

Frow, P., & Payne, A. (2011). A stakeholder perspective of the value proposition concept. European Journal of Marketing, 45(1-2), 223-240. https://doi.org/10.1108/03090561111095676

García, J. A., Gómez, M., & Molina, A. (2013). Posicionamiento de marcas-destino: una aplicación en cinco regiones españolas. Innovar, 23(50), 111-127. https://revistas.unal.edu.co/index.php/innovar/article/view/40622

Gereffi, G., & Lee, J. (2016). Economic and social upgrading in global value chains and industrial clusters: Why governance matters. Journal of Business Ethics, 133, 25-38. https://doi.org/10.1007/s10551-014-2373-7

Goulart, R., & Giovanardi, M. (2017). The ambiguity of place branding consultancy: Working with stakeholders in Rio de Janeiro. Journal of Marketing Management, 33(5-6), 421-445. https://doi.org/10.1080/0267257X.2017.1319404

Hafeez, K., Foroudi, P., Dinnie, K., Nguyen, B., & Parahoo, S. K. (2016). The role of place branding and image in the development of sectoral clusters: The case of Dubai. Journal of Brand Management, 23, 383-402. https://doi.org/10.1057/bm.2016.18

Hanna, S., & Rowley, J. (2008). An analysis of terminology use in place branding. Place Branding and Public Diplomacy, 4, 61-75. https://doi.org/10.1057/palgrave.pb.6000084

Henninger, C. E., Foster, C., Alevizou, P. J., & Frohlich, C. (2016). Stakeholder engagement in the city branding process. Place Branding and Public Diplomacy, 12, 285-298. https://doi.org/10.1057/S41254-016-0002-1

Herrero, Á., San Martín, H., Garcia , M. D., & Collado, J. (2017). Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions. Journal of Destination Marketing & Management, 6(4), 353-362. https://doi.org/10.1016/j.jdmm.2016.05.001

Hudson, S., Cárdenas, D., Meng, F., & Thal, K. (2017). Building a place brand from the bottom up: A case study from the United States. Journal of Vacation Marketing, 23(4), 365-377. https://doi.org/10.1177/1356766716649228

Kasabov, E. (2011). Towards a theory of peripheral, early-stage clusters. Regional Studies, 45(6), 827-842. https://doi.org/10.1080/00343401003724651

Kasabov, E., & Sundaram, U. (2013). A stakeholder approach to branding clusters: Pointers to a research agenda. Regional Studies, 47(4), 530-543. https://doi.org/10.1080/00343404.2011.631907

Karreman, B., Burger, M. J., & van Eenennaam, F. (2018). Revealed competition between cluster organizations: An exploratory analysis of the European life sciences sector. Environment and Planning A: Economy and Space, 51(3), 705-723. https://doi.org/10.1177/0308518X18802325

Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing Theory, 13(1), 69-86. https://doi.org/10.1177/1470593112467268

Kavaratzis, M., & Kalandides, A. (2015). Rethinking the place brand: The interactive formation of place brands and the role of participatory place branding. Environment and Planning A, Economy and Space, 47(6), 1368-1382. https://doi.org/10.1177/0308518X15594918

Lu, R., Ruan, M., & Reve, T. (2016). Cluster and co-located cluster effects: An empirical study of six Chinese city regions. Research Policy, 45(10), 1984-1995. https://doi.org/10.1016/j.respol.2016.07.003

Merli, R., Preziosi, M., & Massa, I. (2014). EMAS regulation in Italian clusters: Investigating the involvement of local stakeholders. Sustainability, 6(7), 4537-4557. https://doi.org/10.3390/su6074537

Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37, 328-344. https://doi.org/10.1007/s11747-009-0143-3

Moilanen, T. (2015). Challenges of city branding: A comparative study of 10 European cities. Place Branding and Public Diplomacy, 11, 216-225. https://doi.org/10.1057/pb.2015.6

Nathan, M., Vandore, E., & Voss, G. (2018). Spatial imaginaries and tech cities: Place-branding East London’s digital economy. Journal of Economic Geography, 19(2), 409-432. https://doi.org/10.1093/jeg/lby018

Njøs, R., & Jakobsen, S. -E. (2016). Cluster policy and regional development: Scale, scope and renewal. Regional Studies, Regional Science, 3(1), 146-169. https://doi.org/10.1080/21681376.2015.1138094

Njøs, R., Jakobsen, S. -E., Wiig Aslesen, H., & Fløysand, A. (2017). Encounters between cluster theory, policy and practice in Norway: Hubbing, blending and conceptual stretching. European Urban and Regional Studies, 24(3), 274-289. https://doi.org/10.1177/0969776416655860

Ooms, W., & Ebbekink, M. (2018). In search of the sweet spot: The role of personal proximity in three Dutch clusters. Journal of Business Research, 92, 48-60. https://doi.org/10.1016/j.jbusres.2018.07.010

Østergaard, C. R., & Park, E. (2015). What makes clusters decline? A study on disruption and evolution of a high-tech cluster in Denmark. Regional Studies, 49(5), 834-849. https://doi.org/10.1080/00343404.2015.1015975

Pera, R., Occhiocupo, N., & Clarke, J. (2016). Motives and resources for value co-creation in a multi-stakeholder ecosystem: A managerial perspective. Journal of Business Research, 69(10), 4033-4041. https://doi.org/10.1016/j.jbusres.2016.03.047

Pinkse, J., Vernay, A. -L., & D’Ippolito, B. (2018). An organisational perspective on the cluster paradox: Exploring how members of a cluster manage the tension between continuity and renewal. Research Policy, 47(3), 674-685. https://doi.org/10.1016/j.respol.2018.02.002

Porter, M. E. (1998). Clusters and the new economics of competition. Harvard Business Review, 76(6), 77-90. https://hbr.org/1998/11/clusters-and-the-new-economics-of-competition

Rinaldi, C., & Cavicchi, A. (2016). Cooperative behaviour and place branding: A longitudinal case study in Italy. Qualitative Market Research, 19(2), 156-172. https://doi.org/10.1108/QMR-02-2016-0012

Sæther, B. (2014). Socio-economic unity in the evolution of an agricultural cluster. European Planning Studies, 22(12), 2605-2619. https://doi.org/10.1080/09654313.2013.849228

Solvell, O. (2015). Construction of the cluster commons. En D.B. Audretsch, A.N. Link, & M.L. Walshok (Eds.), The Oxford handbook of local competitiveness (pp. 84-101). Oxford University Press. https://doi.org/10.1093/oxfordhb/9780199993307.013.5

Staber, U. (2010). Imitation without interaction: How firms identify with clusters. Organization Studies, 31(2), 153-174. https://doi.org/10.1177/0170840609357369

Staber, U., & Sautter, B. (2011). Who are we, and do we need to change? Cluster identity and life cycle. Regional Studies, 45(10), 1349-1361. https://doi.org/10.1080/00343404.2010.490208

Stylidis, D., Sit, J., & Biran, A. (2016). An exploratory study of residents’ perception of place image: The case of Kavala. Journal of Travel Research, 55(5), 659-674. https://doi.org/10.1177/0047287514563163

Sydow, J., Lerch, F., Huxham, C., & Hibbert, P. (2011). A silent cry for leadership: Organizing for leading (in) clusters. The Leadership Quarterly, 22(2), 328-343. https://doi.org/10.1016/j.leaqua.2011.02.008

Tavassoli, S., & Tsagdis, D. (2014). Critical success factors and cluster evolution: A case study of the Linköping ICT cluster lifecycle. Environment and Planning A: Economy and Space, 46(6), 1425-1444. https://doi.org/10.1068/a46258

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036

Vernay, A. -L., D’Ippolito, B., & Pinkse, J. (2018). Can the government create a vibrant cluster? Understanding the impact of cluster policy on the development of a cluster. Entrepreneurship & Regional Development, 30(7-8), 901-919. https://doi.org/10.1080/08985626.2018.1501611

Von Wallpach, S., Hemetsberger, A., & Espersen, P. (2017). Performing identities: Processes of brand and stakeholder identity co-construction. Journal of Business Research, 70, 443-452. https://doi.org/10.1016/j.jbusres.2016.06.021

Waligo, V. M., Clarke, J., & Hawkins, R. (2014). The ‘leadership–stakeholder involvement capacity’ nexus in stakeholder management. Journal of Business Research, 67(7), 1342-1352. https://doi.org/10.1016/j.jbusres.2013.08.019

Warnaby, G., & Medway, D. (2015). Rethinking the place product from the perspective of the service-dominant logic of marketing. En M. Kavaratzis, G. Warnaby, & G. J. Ashworth (Eds.), Rethinking place branding: Comprehensive brand development for cities and regions (pp. 33-50). Springer. https://doi.org/10.1007/978-3-319-12424-7_3

Wolman, H., & Hincapie, D. (2015). Clusters and cluster-based development policy. Economic Development Quarterly, 29(2), 135-149. https://doi.org/10.1177/0891242413517136

Zamparini, A., & Lurati, F. (2012). Communicated identities of regional cluster firms: Evidence from the Franciacorta wine cluster. Corporate Communications: An International Journal, 17(4), 498-513. https://doi.org/10.1108/13563281211274220

Zavattaro, S. M., & Fay, D. L. (2019). Brand USA: A natural quasi-experiment evaluating the success of a national marketing campaign. Tourism Management, 70, 42-48. https://doi.org/10.1016/j.tourman.2018.07.013

Zenker, S., & Braun, E. (2017). Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management. Journal of Place Management and Development, 10(3), 270-287. https://doi.org/10.1108/JPMD-04-2016-0018

Zenker, S., & Erfgen, C. (2014). Let them do the work: A participatory place branding approach. Journal of Place Management and Development, 7(3), 225-234. https://doi.org/10.1108/JPMD-06-2013-0016

Como Citar

APA

Castillo-Villar, F. R. . (2021). Marca de clúster: un enfoque de participación para el desarrollo del clúster. Innovar, 31(81), 129–137. https://doi.org/10.15446/innovar.v31n81.95579

ACM

[1]

Castillo-Villar, F.R. 2021. Marca de clúster: un enfoque de participación para el desarrollo del clúster. Innovar. 31, 81 (maio 2021), 129–137. DOI:https://doi.org/10.15446/innovar.v31n81.95579.

ACS

(1)

Castillo-Villar, F. R. . Marca de clúster: un enfoque de participación para el desarrollo del clúster. Innovar 2021, 31, 129-137.

ABNT

CASTILLO-VILLAR, F. R. . Marca de clúster: un enfoque de participación para el desarrollo del clúster. Innovar, [S. l.], v. 31, n. 81, p. 129–137, 2021. DOI: 10.15446/innovar.v31n81.95579. Disponível em: https://revistas.unal.edu.co/index.php/innovar/article/view/95579. Acesso em: 1 ago. 2024.

Chicago

Castillo-Villar, Fernando Rey. 2021. “Marca de clúster: un enfoque de participación para el desarrollo del clúster”. Innovar 31 (81):129-37. https://doi.org/10.15446/innovar.v31n81.95579.

Harvard

Castillo-Villar, F. R. . (2021) “Marca de clúster: un enfoque de participación para el desarrollo del clúster”, Innovar, 31(81), p. 129–137. doi: 10.15446/innovar.v31n81.95579.

IEEE

[1]

F. R. . Castillo-Villar, “Marca de clúster: un enfoque de participación para el desarrollo del clúster”, Innovar, vol. 31, nº 81, p. 129–137, maio 2021.

MLA

Castillo-Villar, F. R. . “Marca de clúster: un enfoque de participación para el desarrollo del clúster”. Innovar, vol. 31, nº 81, maio de 2021, p. 129-37, doi:10.15446/innovar.v31n81.95579.

Turabian

Castillo-Villar, Fernando Rey. “Marca de clúster: un enfoque de participación para el desarrollo del clúster”. Innovar 31, no. 81 (maio 26, 2021): 129–137. Acessado agosto 1, 2024. https://revistas.unal.edu.co/index.php/innovar/article/view/95579.

Vancouver

1.

Castillo-Villar FR. Marca de clúster: un enfoque de participación para el desarrollo del clúster. Innovar [Internet]. 26º de maio de 2021 [citado 1º de agosto de 2024];31(81):129-37. Disponível em: https://revistas.unal.edu.co/index.php/innovar/article/view/95579

Baixar Citação

CrossRef Cited-by

0

Dimensions

PlumX

Acessos à página de resumo

373

Downloads

Não há dados estatísticos.

Licença

Este trabalho é licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

Todos os artigos publicados pela Innovar estão disponíveis no mundo inteiro com acesso aberto e sob a licença Creative Commons Atribuição-NãoComercial-SemDerivações 4.0 Internacional (CC BY-NC-ND 4.0).

Assim que os artigos para um número forem selecionados e antes de começar a etapa da produção editorial, os autores devem assinar uma cessão de direitos patrimoniais de sua obra. A Innovar recorre às leis colombianas em matéria de direitos autorais.

O material desta revista pode ser reproduzido ou citado para fins académicos, citando a fonte.

Esta obra está licenciada sob uma Licença Creative Commons: