CULTURAL HERITAGE MARKETING in HEIDENHEIM How Targeted
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Abschlussarbeit zur Erlangung des Bachelorgrades “Bachelor of Arts“ an der Hochschule Aalen Fakultät Wirtschaftswissenschaften Studiengang Internationale Betriebswirtschaft zum Thema CULTURAL HERITAGE MARKETING IN HEIDENHEIM How targeted digitization can help promoting an old industrial town as an attractive place for people and innovation Vorgelegt von: Röder, Johannes (59394) Schülestraße 82 89522 Heidenheim Erstgutachter: Prof. Dr. Jae-Aileen Chung Zweitgutachter: Georg Würffel Ausgabe: 1. April 2019 Abgabe: 26. Juli 2019 Abstract The present study deals with the topic how a town can use its cultural heritage or, more precisely, its industrial culture as a means to market itself as an innovative business location and to foster a more pronounced sense of civic cohesion among residents. Economic theory suggests that, nowadays, traditional location factors such as access to resources and a performant infrastructure are less important than in the industrial age. Recently, factors like a city’s potential to generate and retain human and creative capital have emerged. Accordingly, the economic and social role of cities has shifted – from a place where workers lived and manufactured goods towards a deeply interwoven ecosystem of knowledge-intense value creation. The question at the root of the present study is how Heidenheim’s rich industrial cultural heritage can be used as a future-pointing source of power for rebranding the town. This rebranding concept has to be developed according to the town’s role in past, present and future, thus creating actual economic and societal value. Industrial culture bears branding potential and is closely related to various aspects of modern life and work. The study examines possibilities to create awareness for these relations connecting past, present and future. Their relevance shall be emphasized in order to establish both points of orientation and authenticity of place in times when macroeconomic and societal trends are difficult to predict. Ideally, residents shall be given a sort of local identification to hold on to, and potential investors and entrepreneurs shall be encouraged to sustainably experience the innovation-based DNA of Heidenheim. Therefore, the study searches for a value proposition that takes into account the points mentioned above on terms of an innovative theoretic framework. As a result of this thesis, precise suggestions for the implementation of a new branding strategy based on the conceptual guidelines developed in this study will be proposed to the municipality of Heidenheim and, in addition, an interface using principles of virtual and augmented reality will be introduced. Keywords: Digitization, City Development, Cultural Heritage Marketing, Industrial Heritage, Industrial Culture, Creative Capital Theory i Table of Contents 1 INTRODUCTION .................................................................................................................. 1 1.1 RELEVANCE OF THE TOPIC .................................................................................................... 1 1.2 OPERATIONALIZATION .......................................................................................................... 3 1.2.1 Industrial Culture and Heritage .................................................................................... 3 1.2.2 Cultural Heritage Marketing ......................................................................................... 6 1.2.3 City Marketing and Economic Promotion ..................................................................... 9 1.3 OUTLOOK ............................................................................................................................. 10 2 LITERATURE AND CONCEPTUAL FRAMEWORK ......................................................11 2.1 THE ECONOMY OF CITIES - KNOWLEDGE, CLUSTERS, IMPORTANCE OF PLACE AND ECOSYSTEMS .............................................................................................................................. 11 2.1.1 The Development of Regional Economic Theory ........................................................ 11 2.1.2 Place: Dead or Alive? ................................................................................................... 12 2.1.3 The New Role of Cities ................................................................................................. 13 2.1.4 The Experience Factor ................................................................................................. 15 2.2 CREATIVE CAPITAL THEORY .............................................................................................. 16 2.2.1 Introduction to Creative Capital Theory ...................................................................... 16 2.2.2 How to Measure Creative Capital? .............................................................................. 21 2.2.3 Critique and Applicability of Creative Capital Theory ................................................ 23 2.3 PLACE BRANDING ................................................................................................................ 25 2.4 BRANDING AND EXPERIENCE............................................................................................... 28 3 INVESTIGATION ................................................................................................................28 3.1 METHODOLOGIC JUSTIFICATION: REINFORCING AND CHANGING BRAND ASPECTS ....... 28 3.2 SITUATION ANALYSIS .......................................................................................................... 32 3.2.1 Demographics and Economy ....................................................................................... 32 3.2.2 Image ............................................................................................................................ 34 3.2.3 Target Groups ............................................................................................................... 35 3.2.4 Inventory: WCM – Relevant Cultural Elements ......................................................... 37 3.2.5 Competition ................................................................................................................... 39 3.2.6 SWOT Analysis ............................................................................................................. 40 3.3 BRAND GOALS AND BRAND IDENTITY ................................................................................. 41 3.3.1 Brand Goals .................................................................................................................. 41 3.3.2 Brand Identity ............................................................................................................... 42 3.4 POSITIONING FACTORS AND SCHEME ................................................................................. 44 3.4.1 Positioning Factors ...................................................................................................... 44 3.4.2 Positioning Scheme ...................................................................................................... 45 4 ANALYSIS ............................................................................................................................46 4.1 CLOSING THE GAP BETWEEN POTENTIAL AND IMAGE BASED ON CREATIVE CAPITAL THEORY AND CULTURAL HERITAGE MARKETING .................................................................. 46 4.2 HOW TO BRAND AND ENGAGE ACCORDING TO THE SUGGESTED VALUE PROPOSITION .. 49 4.3 MARKET RESEARCH ............................................................................................................ 50 4.3.1 Introduction .................................................................................................................. 50 4.3.2 Conceptional Background Questions .......................................................................... 54 4.3.3 Operationalized Foreground Questions ...................................................................... 56 4.3.4 Data Analysis ................................................................................................................ 58 4.3.5 Findings ........................................................................................................................ 59 ii 5 CONCLUSIONS ...................................................................................................................76 5.1 WHAT CAN BE SAID? ........................................................................................................... 76 5.2 UNCERTAINTIES ................................................................................................................... 77 5.3 CRITIQUE OF THE STUDY ..................................................................................................... 77 6 RECOMMENDATIONS ......................................................................................................78 6.1 HOW TO EMBED THE CONCEPT IN EXISTING STRATEGIES? .............................................. 78 6.2 TRANSLATING THE CONCEPT INTO AN INTERFACE ............................................................ 80 6.3 BOTTOM LINE SUGGESTION ................................................................................................ 84 7. REFERENCES .....................................................................................................................86 8. APPENDIX ..........................................................................................................................94