Strategic-City-Marketing-for-Middle-sized-Cities.pdf

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City Marketing
the Strategic
application of
to middle-sized Cities
the postition in an urban hierarchy
as an element in city marketing
strategies: explored using three
cases of middle-sized cities
August 2007
Master Thesis for the title of Research
Master (MSc.) in Human Geography and
Planning
by: Martin Boisen
Supervisor: Professor Rob van der Vaart
Faculty of Geosciences, Utrecht University
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The strategic application of city marketing to middle-sized Cities
Master Thesis by M. Boisen
This thesis is delivered in the partial fulfilment of the degree Research Master in Human Geography and Planning
(Master of Science) at the Faculty of Geosciences, Utrecht University in the Netherlands.
Style
This thesis follows a modified version of the APA Style Sheet 5 th Edition (controlled by Thompson’s EndNote 10),
using Helvetica 45 Light in 11pt. The headings, headers and footers use Helvetica 65 Medium and Helvetica 35
Light.
Consisting of 38.520 words, using 251.001 units, this thesis amounts to ca. 105 normalized pages (2.400 units).
The cover-illustration of this thesis is a author-modified version of a licensed file from istockphotos.com. It
symbolises the new phenomenon of city marketers, professional experts that specialize in the application of
marketing-theory and -practice to the scene of the city.
© 2007 – Martin Boisen, Student-ID: 0503975
The exclusive rights to be identified as the author of this thesis are reserved. No publication or re-production in any
form or media now known or appearing in the future, is allowed without proper permission of the author. Quotation
and/or reference should follow normal guidelines for scientific references and ethics.
Research Master in Human Geography and Planning, Faculty of Geosciences, Utrecht University
Page 1 of 88
The strategic application of city marketing to middle-sized Cities
Master Thesis by M. Boisen
Foreword and acknowledgements
In my studies I have always sought to find topics where academic curiosity can
result in applicable knowledge. City marketing is on the agenda and many cities are
busy developing strategies and initiatives to secure or improve their position in a
more or less perceived state of competition. During the last years I have thoroughly
studied the literature and observed the way in which city marketing strategies has
been applied to cities. This study started out as an exploration into the application
and implementation of city marketing strategies to middle-sized cities in the
Netherlands. The actuality and relevance of the study has been underlined by the
large interest from civil servants, city marketers, consultants and scholars from
related disciplines. The process of carrying out the study, and writing this thesis,
has been intensive, interesting and intriguing – and it is with pleasure that I
conclude these explorations and plan towards gaining further insight into the
captivating topic of city marketing and urban governance. Along the way, more and
more questions have arisen and I aim to continue the quest to find answers and
identify concepts that are theoretically satisfying and practically applicable.
As author of this thesis I owe my gratitude and thankfulness to a lot of people that
have been of assistance to this research, friends and family that has made my
studies and stay in Utrecht both possible and enjoyable.
A special merit goes to my supervising professor Rob van der Vaart from the
Faculty of Geosciences at Utrecht University, who has given clear, constructive and
motivating guidance through the whole process. Further, I would like to thank Loes
Knotter from Berenschot, Assistant Professor Erik Braun from Erasmus University of
Rotterdam and Professor Christian Wichmann Matthiessen from University of
Copenhagen for inspiration, discussion and help in opening eyes and doors along
the way. Laurens Fijn van Draat and Roel Verschoor have helped in forcing me to
become more specific about the way I dealt with this topic and I appreciate their
critical questions and interesting ideas. I am also grateful for the distraction,
curiosity and huge supplies of coffee offered by Marc, Leah, Dianna and Leila from
VIVAVIDA, where most of this thesis was written.
Additional thanks goes out to my interviewees from the three case cities: Almere,
Amersfoort and Leiden, who took time out of their busy calendars to participate in
this research; lending their answers, opinions and perceptions of city marketing in
their respective cities to this study.
Most importantly, I would like to thank my family and friends in Denmark for
supporting me in my choice to leave my country (and them) behind – to seek new
challenges in the Netherlands. The work with this thesis is dedicated to them.
Accordingly, I am thankful for the overwhelming reception I have received in the
Netherlands – my girlfriend Mieke, the Verschoor-family and the new friends that
have made it easier to settle here.
Thank you,
Martin Boisen
Utrecht, 3 rd of August 2007
Research Master in Human Geography and Planning, Faculty of Geosciences, Utrecht University
Page 2 of 88
The strategic application of city marketing to middle-sized Cities
Master Thesis by M. Boisen
“The beginning lies in the realisation that all
encounters with the city take place through
perception.” (Kavaratzis, 2004; p66)
Research Master in Human Geography and Planning, Faculty of Geosciences, Utrecht University
Page 3 of 88
The strategic application of city marketing to middle-sized Cities
Master Thesis by M. Boisen
Table of Contents
1. Introduction
0 6
2. What is city marketing?
0 8
2.1 The duality of scientific theory in city marketing
10
2.2 Inter-urban competition – fact or fiction?
10
2.3 A brief review of the theoretical contributions
12
2.4 Making city marketing operational for this study
15
2.5 Geographical reasoning and theoretical expectations
16
3. Methodology
18
3.1 Research questions
18
3.2 Positioning this study
21
3.3 Terminology
22
3.4 Methodological approach
25
3.4.1
The literature study
26
3.4.2
The selection of case-cities
28
3.4.3
The study of advisory reports and policy documents
29
3.4.4
The selection and conduction of interviews
30
3.5 Strengths and weaknesses of the used methodology
32
3. The case of Almere – everything is possible!
34
3.1
SWOT-analysis of Almere
34
3.2
The ambitions and visions of Almere
36
3.3
The implementation and organisation of city marketing
38
3.4
The role of neighbouring cities
40
3.5
City Marketing in Almere
43
5.
The case of Amersfoort – the city with a heart!
45
5.1
SWOT-analysis of Amersfoort
45
5.2
The ambitions and visions of Amersfoort
47
5.3
The implementation and organisation of city marketing
48
5.4
The role of neighbouring cities
51
5.5
City marketing in Amersfoort
53
6. The case of Leiden – key to discovery!
55
6.1
SWOT-analysis of Leiden
55
6.2
The ambitions and visions of Leiden
57
6.3
The implementation and organisation of city marketing
59
6.4
The role of neighbouring cities
61
6.5
City marketing in Leiden
63
7. Applied city marketing to middle-sized cities
65
7.1
Comparing the findings and the expectations
65
7.2
Three cities, three approaches?
67
7.3
Stakeholders, opinion-shapers and organising capacity
69
7.4
The lack of competitor identification
70
7.5
Consequences of supply-side urban governance
71
7.6
Strategic city marketing for middle-sized cities in the Netherlands
73
8. Conclusion
76
Research Master in Human Geography and Planning, Faculty of Geosciences, Utrecht University
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