The role of strategic entrepreneurship in creating a brand city

Özlem Atay; Elif Savaşkan

Article Details

The role of strategic entrepreneurship in creating a brand city

Authors:

Özlem Atay | Elif Savaşkan

Publisher:

Nigde Omer Halisdemir University

Main Topics:

İşletme

Journal:

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.16 Issue 1, pp.96-118

Document Type:

Article

Publication Date:

1/2023

Document Language:

Turkish

Document ID (Org No.):

2001283615

pISSN:

2564-6931

Keywords:

Abstract:

 Today, the advantages and effects of branding are supported by scientific studies. The concept of brand city is one of the most frequently encountered urban terms in the 21st century. In order to create a brand city, it is necessary to make the city a center of attraction. Being a center of attraction is possible by carrying out various strategic initiatives to attract foreign investors, domestic and foreign tourists to the city center. Being a brand city for cities brings with its various advantages in terms of administrative, economic and cultural aspects. Therefore, businesses exhibit various opportunity-seeking behaviors in order to gain competitive advantage with their limited resources. This situation necessitates providing maximum value for businesses and their stakeholders. In this sense, strategic entrepreneurship, which emerged with the combination of the concepts of strategy and entrepreneurship, which were independent from each other until the 2000s; engages in entrepreneurial actions from a strategic point of view. The aim of this study is to examine the role of strategic entrepreneurship in creating a brand city in the case of Trabzon province. Unlike previous studies, this research contributes to the literature with the feature of being the first in which the concepts of brand city creation and strategic entrepreneurship are evaluated together in the case of Trabzon province. In order to form a basis for the research in the study, first of all, the formation and process of brand creation, brand city creation, the role of strategic entrepreneurship in brand city creation were conceptually examined; The meaning of the city in terms of the role of strategic entrepreneurship has been transferred to the study.

 Today, the advantages and effects of branding are supported by scientific studies. The concept of brand city is one of the most frequently encountered urban terms in the 21st century. In order to create a brand city, it is necessary to make the city a center of attraction. Being a center of attraction is possible by carrying out various strategic initiatives to attract foreign investors, domestic and foreign tourists to the city center. Being a brand city for cities brings with its various advantages in terms of administrative, economic and cultural aspects. Therefore, businesses exhibit various opportunity-seeking behaviors in order to gain competitive advantage with their limited resources. This situation necessitates providing maximum value for businesses and their stakeholders. In this sense, strategic entrepreneurship, which emerged with the combination of the concepts of strategy and entrepreneurship, which were independent from each other until the 2000s; engages in entrepreneurial actions from a strategic point of view. The aim of this study is to examine the role of strategic entrepreneurship in creating a brand city in the case of Trabzon province. Unlike previous studies, this research contributes to the literature with the feature of being the first in which the concepts of brand city creation and strategic entrepreneurship are evaluated together in the case of Trabzon province. In order to form a basis for the research in the study, first of all, the formation and process of brand creation, brand city creation, the role of strategic entrepreneurship in brand city creation were conceptually examined; The meaning of the city in terms of the role of strategic entrepreneurship has been transferred to the study.

 Today, the advantages and effects of branding are supported by scientific studies. The concept of brand city is one of the most frequently encountered urban terms in the 21st century. In order to create a brand city, it is necessary to make the city a center of attraction. Being a center of attraction is possible by carrying out various strategic initiatives to attract foreign investors, domestic and foreign tourists to the city center. Being a brand city for cities brings with its various advantages in terms of administrative, economic and cultural aspects. Therefore, businesses exhibit various opportunity-seeking behaviors in order to gain competitive advantage with their limited resources. This situation necessitates providing maximum value for businesses and their stakeholders. In this sense, strategic entrepreneurship, which emerged with the combination of the concepts of strategy and entrepreneurship, which were independent from each other until the 2000s; engages in entrepreneurial actions from a strategic point of view. The aim of this study is to examine the role of strategic entrepreneurship in creating a brand city in the case of Trabzon province. Unlike previous studies, this research contributes to the literature with the feature of being the first in which the concepts of brand city creation and strategic entrepreneurship are evaluated together in the case of Trabzon province. In order to form a basis for the research in the study, first of all, the formation and process of brand creation, brand city creation, the role of strategic entrepreneurship in brand city creation were conceptually examined; The meaning of the city in terms of the role of strategic entrepreneurship has been transferred to the study.

 Gunumuzde marka olmanın, markalaşmanın getirdiği avantajlar ve yarattığı etkiler bilimsel çalışmalarla desteklenmektedir. Marka kent kavramı, 21. yüzyılda çok sık karşılaşılan kent terimlerinden birisi olarak karşımıza çıkmaktadır. Marka kent yaratmak için kenti bir cazibe merkezi haline getirmek gerekmektedir. Cazibe merkezi olmak dış yatırımcıları, yerli ve yabancı turistleri kent merkezine çekmek çeşitli stratejik girişimler gerçekleştirerek mümkün olmaktadır. Kentler için bir marka kent olmak idari, iktisadi ve kültürel açıdan çeşitli avantajları da beraberinde getirmektedir. Bu çalışmanın amacı, marka kent yaratmada stratejik girişimciliğin rolünün Trabzon ili örneğinde incelenmesidir. Araştırma önceki çalışmalardan farklı olarak, marka kent yaratma ve stratejik girişimcilik kavramlarının bir arada Trabzon örneğinde ele alındığı ilk olma özelliği ile literatüre katkı sağlamaktadır. Gelecek araştırmalarda konunun ülkemizin tüm şehirlerinde ayrıntılı incelenmesi planlanmaktadır.

Article Details

The role of strategic entrepreneurship in creating a brand city

Authors:

Özlem Atay | Elif Savaşkan

Publisher:

Nigde Omer Halisdemir University

Main Topics:

İşletme

Journal:

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.16 Issue 1, pp.96-118

Document Type:

Article

Publication Date:

1/2023

Document Language:

Turkish

Document ID (Org No.):

2001283615

pISSN:

2564-6931

Brand

Brand City

Brand City Creation

Strategy

Strategic Entrepreneurship

Marka

Marka Kent Yaratma

Strateji

Stratejik Girişimcilik

Brand

Brand City

Brand City Creation

Strategy

Strategic Entrepreneurship

Issues

Article Details

Authors: Özlem Atay | Elif Savaşkan

Publisher: Nigde Omer Halisdemir University

Main Topics: İşletme

Journal: Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.16 Issue 1, pp.96-118

Document Type: Article

Publication Date: 1/2023

Document Language: Turkish

Document ID (Org No.): 2001283615

pISSN: 2564-6931

Issues

Authors:

Özlem Atay | Elif Savaşkan

Publisher:

Nigde Omer Halisdemir University

Main Topics:

İşletme

Journal:

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.16 Issue 1, pp.96-118

Document Type:

Article

Publication Date:

1/2023

Document Language:

Turkish

Document ID (Org No.):

2001283615

pISSN:

2564-6931