Marketing as a driver of regional policy networks evolutiona 18-year period multicase study.
Argitaletxea: Escuela Superior de Gestión Comercial y Marketing, ESIC
ISBN: 978-84-7356-565-3
Argitalpen urtea: 2008
Orrialdeak: 111
Biltzarra: Encuentro de Profesores Universitarios de Marketing (20. 2008. Las Palmas de Gran Canaria)
Mota: Biltzar ekarpena
Laburpena
This paper examines networking practices in the Basque Country over an 18-year period, regarding Cluster Associations, Quality Promotion and Local Agenda 21 Promotion, with a view to shedding new light on the literature covering theoretical policy networks (PNs). Based on the Basque experience and on previous knowledge of PNs we develop a new framework that explains how PNs evolve transversely and internally. We propose that asymmetrical motivation and success are the main “inter-disruptive drivers”, and that marketing-related improvements are the “intra-disruptive drivers”