Thesis supervisor: Pál Koudela
Location of studies (in Hungarian): Budapest Business University Abbreviation of location of studies: BGE
Description of the research topic:
Over the last two decades, the importance of SMEs and market players in local marketing has increased significantly, and the internationalisation of activities and relationships has led to a revaluation of the international economic position of locality. International comparative studies can help business planning and adaptation to local and national strategies.
Countries and cities are branding themselves to create a resonating identity in public perceptions and raise their desirability for companies based on the country-of-origin effect (COO) or on the creative city (CC) brand. The country image lends credibility to the brand image and city brand lends desirability to the workforce, consequently to investment and location decisions. Even small-scale enterprises contribute to the formation of place branding thereby raising the interests of infrastructural investors and local or national decisionmakers. Corporate strategies can extend from location selection through participation in place branding to the creation of new places.
There are many possible research questions and topics i.e.:
1) How can SMEs take advantage on local brands and how can they contribute to place branding?
2) International comparative analysis of corporate strategies in relation to a specific place brand.
3) The role of microbusiness activities in place identity formation, gentrification and policy-formation.
Required language skills: English Recommended language skills (in Hungarian): English Number of students who can be accepted: 2
Deadline for application: 2024-05-31
2024. IV. 17. ODT ülés Az ODT következő ülésére 2024. június 14-én, pénteken 10.00 órakor kerül sor a Semmelweis Egyetem Szenátusi termében (Bp. Üllői út 26. I. emelet).
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