Paola Gioia, a PhD candidate in KEDGE’s doctoral programme, presented her research during the defence of her dissertation titled: Collective Place Branding Strategies in Rural Areas: Exploring Multi-Stakeholder, Cross-Sectoral, and Regulatory-Based Branding Initiatives Enhancing Local Products.
The defence took place on 18 November 2024 at the University of Toulon, under the supervision of:
- Nacima Ourahmoune, Professor at KEDGE
- Brigitte Müller, Professor at the University of Toulon
- Maud HERBERT, Professor at the University of Lille
- Søren ASKEGAARD, Professor at the University of Southern Danemark
- Andrea LUCARELLI, Associate Professor at Stockholm Business School
- Diego Rinallo, Associate Professor at EM Lyon
Paola’s research was conducted between 2020 and 2024.
This doctoral research explores the emerging phenomenon of collective place branding initiatives aimed at promoting sustainability and revitalizing rural economies through the enhancement of local products.
By adopting a critical and culturally sensitive approach, the study challenges traditional place branding strategies that often reduce places to mere commodities, instead emphasizing the socio-cultural and socio-spatial complexities inherent in collective place branding.
Focusing on rural areas as alternative spaces of consumption, the research demonstrates how collective place branding can address the inequalities and competition introduced by globalized markets.
Through an in-depth qualitative investigation from marketing, tourism, and management perspectives, the study shifts the focus from individual consumption experiences to the market dynamics and collaborative processes that shape place-based initiatives.
It highlights the crucial role of often-overlooked actors, such as restaurateurs and local communities, in developing resilient local food markets and fostering community-driven food tourism by co-constructing local identities and enhancing local resources.
Additionally, the research examines the regulatory function of collective place branding and explores how cross-sectoral partnerships and participatory governance, aligned with sustainability goals, can be established by integrating diverse stakeholder perspectives.
This dissertation offers significant contributions to the literature on place branding, rural development, and sustainable market practices, providing a comprehensive understanding of multi-stakeholder collaborations. It also delivers practical insights for local stakeholders on leveraging collective place branding as a tool for long-term sustainability and community empowerment in rural areas.
Why join the KEDGE PhD programme:
The KEDGE PhD programme enables young researchers to become teacher-researchers.
By joining this programme, students are connected to a research centre that provides them the opportunity to develop and enrich their research career by publishing articles in renowned academic journals and participating in research projects under the guidance of senior KEDGE professors.
