Methodological elements to design a city branding with the use of grounded theory
City branding was established as an endogenous development strategy – the need to build the city’s own identity. This identity is reached through the study of the history, culture, economy, trajectory, products and potential development as well as the design of symbolic structures to attract investo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2021-01-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2021&vol=21&num=1&o=11 |