• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Elena Gorbunova
The Role of Place Branding in Innovation Cluster Development
2018
Clusters are known to be powerful engines of economic development. Nowadays fast globalization of economy and strong development of science, technology and innovation (STI) made the competition among clusters heavier. Cluster branding is a unique concept that differs from marketing and plays crucial role in the long-term development of the cluster. Cluster and its stakeholders are able of deriving various benefits from a strong brand. However the specifics of clusters make it challenging to build a strong brand identity.

The main aim of this work is to explore the functions and characteristics of branding of a cluster in the context of the theory of place branding. And investigate whether they are being applied in cluster development. In-depth interview approach has been chosen to gain thorough understanding of cluster branding features and challenges.

In the empirical research the qualitative method was found to be the most appropriate, and was applied to seven in-depth interviews with specialist from Russia, Finland and China, five of them were about cluster branding, while the other one addressed place branding issues.

As a result of the empirical research it was demonstrated that it is important to apply place branding to cluster branding. All of the interviewees underlined the significance of branding in a long run. They also have confirmed the hypothesis that clusters could benefit in their branding efforts if they would better understand the city or region to which they belong and use place-bound features to a larger extent in their branding. This master thesis is concluded by recommendations for implementing concept of branding to clusters with an ascent on place branding perspective.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses