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Durham E-Theses Durham E-Theses Image management in old-industrial regions: policy learning, governance and leadership in North East England and the Ruhr Bickl, Martin How to cite: Bickl, Martin (2004) Image management in old-industrial regions: policy learning, governance and leadership in North East England and the Ruhr, Durham theses, Durham University. Available at Durham E-Theses Online: http://etheses.dur.ac.uk/3113/ Use policy The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that: • a full bibliographic reference is made to the original source • a link is made to the metadata record in Durham E-Theses • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders. Please consult the full Durham E-Theses policy for further details. Academic Support Oce, Durham University, University Oce, Old Elvet, Durham DH1 3HP e-mail: [email protected] Tel: +44 0191 334 6107 http://etheses.dur.ac.uk 2 Image management in old-industrial regions Policy learning, governance and leadership in North East England and the Ruhr Martin Bickl Diplom-Geograph, B.A. (Hons) Department of Geography University of Durham A copyright of this thesis rests with the author. No quotation from it should be published without his prior written consent and information derived from it should be acknowledged. Thesis submitted for the degree of Doctor of Philosophy (PhD) of the University ofDurham September 2004 3 1 AUG 2005 Abstract This thesis exammes how place images are being constructed and exploited in inward investment promotion on the regional scale. The study focuses on old-industrial areas as they suffer from a double disadvantage: they are in desperate need to attract inward investment to replace jobs lost through de-industrialisation, but at the same time are subject to negative stereotyping and are therefore often perceived as places where nobody would want to live or base their business. However, competition for inward investment is stiff, and a review of studies on the investment decision-making process reveals that perceptions of potential investment locations can have a significant impact on the decision. Using the examples of North East England and the Ruhr, theories of governance, social and policy learning as well as leadership are used to shed light on processes of image building. The key question is whether and how economic development stakeholders co-ordinate their efforts to achieve a targeted and coherent set of messages. The Ruhr has a history of 20 years of successful image management, mainly based on well-planned, sustained and well-resourced advertising campaigns, whereas image improvement efforts in the North East have largely been intermittent and piecemeal. The explanation of these differences centres on the rescaling of governance and the regional institutional landscape. The empirical findings suggest that elements of an emerging regional government in the North East find themselves in a 'pre­ devolution vacuum' where a high degree of decentralisation of economic governance has not been matched by the creation of strong regional institutions. The image building efforts therefore largely have to rely on unstable policy networks which do not provide a suitable forum for stakeholder consultation. In the Ruhr, in contrast, the success in turning around negative perceptions is largely based on institutional continuity and well-developed administrative routines. The thesis concludes with recommendations for a re-design of institutional structures in both regions to enable a more robust and effective image management process. 1. Introduction 1.1. Background 3 1.2. Rationale of the study and research aims 4 1.3. Structure of thesis 7 2. Research Focus 8 2.1. Place marketing, place promotion and image building: defining the object of analysis 8 2.2. Why does image matter? 12 2.3. The 'New Regionalism' and the rescaling ofthe state 16 2.4. Corporate decision-making 26 2.4.1. Key concepts 26 2.4.2. Rationality and perceptions in investment decisions: micro-level processes 28 2.4.3. 'Spectacular accumulation' in an 'economy of appearances': macro-level processes 34 2.4.4. Summary 35 2.5. Place promotion as a process 38 2.6. Applicability of marketing concepts 39 2.7. From 'old' to 'new' place marketing: the growing prominence of image building 40 2.8. Summary 43 3. Methodology 44 3 .1. Research design 44 3.2. Data sources and methods of analysis 53 3.2.1. Secondary sources 54 3.2.2. Primary data 54 3.2.3. Reflections on the research process 62 3.3. Summary 65 4. Regional Case Studies 67 4.1. Location, size and population 69 4.2.Wealth, structural change and unemployment 70 4.2.1. Wealth 71 4.2.2. Structure of the economy 72 4.2.3. Employment and unemployment 73 4.2.4. Ownership and state intervention 76 4.3. Relations between scales of government 77 4.4. Governance of the economy 79 4.5. Governance of inward investment promotion 82 4.5.1. Organisations of inward investment promotion in the North East 83 4.5.2. Organisations of inward investment promotion in the Ruhr 85 4.6. Summary 86 5. Changing Images 88 5.1. The Ruhr 88 5.1.1. Ein starkes StUck Deutschland 89 5.1.2. Der Pott kocht 102 5.2. North East England 109 5.2.1. The Great North 109 5.2.2. Here.Now. I Regional Image Strategy 110 5.3. Summary 114 6. Image And Governance 116 6.1. Introduction 116 6.2. The concept of governance 119 6.3. Institutions engaged in image building and management 122 6.3.1. The Ruhr 124 6.3.2. North East England 136 6.4. Involvement of organisations in image-building and- management 142 6.5. Complexity, partnership and hollowing-out 146 6.6. Governance and networks 153 6.6.1. Interaction of actors in the network 159 6.6.2. Governance and scale 162 6.7. Conclusion 164 7. Policy Learning 167 7 .1. Intra-regional learning 169 7 .1.1. Key concepts 170 7.1.2. Image and social learning 174 7.1.3. Co-ordination of image management: hierarchy vs. negotiation 180 7.1.4. Market research 183 7.1.5. Lessons from the past 184 7.2. Inter-regional learning: policy learning 186 7.3. Conclusion 202 8. Leadership 204 8.1. Introduction 204 8.2. Key concepts 208 8.3. Leadership in organisational networks 210 8.4. Leadership and image building 215 8.4.1. Political-environmental and economic-environmental factors 215 8.4.2. Organisations 219 8.4.3. Persons 222 8.4.4. Business involvement 226 8.4.5. Civil society involvement 227 8.5. Conclusion 227 9. Conclusions and Policy Implications 231 9 .1. The governance of image building: revisiting the research questions 231 9.2. Reconsidering theory 239 9.3. Policy implications 246 References 252 List of lFigwres 2.1 Place marketing, place promotion and image building I 1 2.2 Some headlines on place images 12 2.3 The most prominent factors for the adoption of image management 13 2.4 The investment decision process 37 2.5 The image cycle 38 2.6 Ad in Business Week 41 2.7 A time- and theme-scale of place promotion 43 3.1 Some political and socio-economic characteristics ofthe case study areas 52 3.2 List of interviews undertaken 58 3.3 Backgrounds of organisations interviewed 60 3.4 Steps of analysis of the interview transcripts and notes 61 4.1 Location of the case study areas 67 4.2 Basic socio-economic indicators of the case study regions 69 4.3 Development ofNorth East England's population 70 4.4 Development ofthe Ruhr's population 70 4.5 Intra-regional variations of per capita GDP 71 4.6 Sectoral composition of employment in North East England and the Ruhr 73 4.7 Employment rates in North East England and the Ruhr 73 4.8 Unemployment rates of North East England and the national average 74 4.9 Unemployment rates of the Ruhr and the national average 74 4.10 Variations of unemployment rates 75 4.11 Unemployment by duration 75 4.12 Governance of the economy in the Ruhr and the North East 81 4.13 The regional economic development bodies of the North of England 83 5.1 Key characteristics of image building efforts in the two case study regions 89 5.2 The campaign logo and slogan 90 5.3 Some results of the Ruhr perceptions panel study 91 5.4 Themes of the Ein starkes StUck Deutschland campaign 92 5.5 The first motif of the Ein starkes Stiick Deutschland campaign ( 1985) 94 5.6 "The Ruhr returns nature to nature" ( 1991) 95 5.7 "The Ruhr makes muck heaps" ( 1992) 95 5.8 "The Ruhr Conurbation" ( 1992) 96 5.9 "Rub your fingers across this area and smell the Ruhr." (1991) 96 5.10 "Bochum fares just as well without coal" (1988) 97 5.11 "To hell with it. Or to Duisburg." (1993) 97 5.12 "Saudi Arabia is best reached via Hattingen" ( 1989) 98 5.13 "Many people now see Essen in a different light." (1986) 98 5.14 "Dortmund has put up a monument to industrial architecture." (1989). 99 5.15 "Duisburg unloads constantly" ( 1985) 99 5.16 "Why Duisburg is my favourite shooting location." (1987) 100 5.17 Motifused in the international advertising campaign, 1993- 1995 101 5.18 Main themes of the Der Pott kocht campaign 103 5.19 "7.23 p.m., CentrO, Oberhausen" (1998) 104 5.20 "3.53 p.m., Parkstadion Gelsenkirchen" (1998) 105 5.21 "His granddad has worked in the pit.
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