County Branding
En studie i kommuners marknadsföring mot företag
There is a mutual dependency between the business world and the country?s municipalities. The municipalities are dependent on the companies to create work and tax income while the companies are dependent on the municipalities they are located in to provide good infrastructure among other things.Apart from this the municipalities can work activly with creating a strong brand in the eyes of the companies and many researchers in marketing agree that marketing of places will be more common in the future. Marketing of municipalities is however still a rather new and unexplored area and it is uncertain how and to what extent the municipalities work with this.The thesis is formulated:How are the municipalities working to market towards companies and is it possible to make out any positive change from these marketing efforts?The goal of this study is:Our goal is to examine how the view of marketing of places differs from different municipalities in the Stockholm region, how some of these municipalities work with this and how far they have come in this work. Further, we want to study if any connected between the municipalities work with marketing and the local corporate climate in each municipality can be found.For this study, the municipalities of Solna, Haninge and Huddinge were selected and personal interviews were conducted with employees responsible for marketing at the municipalities. We also analized statistical data from Svenskt Na?ringsliv to compare what the companies in these three municiapalities think of the local corporate climate.The result show that all three municipalities work actively with marketing of their brand towards companies but at different extent and they have come different lengths in this effort. Since the municipalities haven?t come very far in their work with branding we have unfortunately not been able to detect any effect from these efforts with regards to the local companies? view of the municipalities.