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Marketing and branding-oriented goals for the development of Functional Urban Areas: evidence from Poland Cover

Marketing and branding-oriented goals for the development of Functional Urban Areas: evidence from Poland

Engineering Management in Production and Services
Volume 12 (2020): Issue 3 (September 2020)
By: ,   and    
Open Access
|Oct 2020
Figures & tables

Figures & Tables

Fig. 1

Map of keywords resulting from the search on topics concerning Functional Urban Areas in the Scopus database

Source: elaborated by the authors based on the Scopus database and using VOSviewer software.

Tab. 1

General characteristics of Polish FUAs that cover voivodship centres based on current Strategies for Integrated Territorial Investments until 2020

Name of a FUAArea (km2)Number of membersPopulation (approx.)Working age population (%)
Białystok1 72810411 53165%
Bydgoszcz-Toruń3 74425852 70570%
Gdańsk-Gdynia-Sopot5 500571 500 00062%
Gorzów Wielkopolski7705153 30065%
Katowice5 577812 784 95154%
Kielce1 34112339 54950%
Kraków4 065151 508 90062%
Lublin1 58216545 00761%
Łódź2 500301 100 00060%
Olsztyn1 6007232 26765%
Opole2 37021339 26966%
Poznań3 082231 014 19465%
Rzeszów1 04713363 68066%
Szczecin2 79515687 24764%
Warszawa2 932402 714 98760%
Wrocław2 33819887 94364%
Zielona Góra9645185 20968%

[i] Source: elaborated by the authors based on official FUA websites and individual Strategies for Integrated Territorial Investments.

Tab. 2

List of analysed documents

Document compilerTitle of the documentPagesAccess
Białystok Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Białystok for 2014–2020393http://www.bof.org.pl/images/Strategia_w5.pdf
Bydgoszcz–Toruń Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Bydgoszcz–Toruń290http://zit.btof.pl/attachments/article/330/Strategia_ZIT_BTOF%202019.pdf
Metropolitan Area Gdańsk–Gdynia–SopotStrategy for Integrated Territorial Investments in the Metropolitan Area of Gdańsk–Gdynia–Sopot up to 2020153https://www.metropoliagdansk.pl/upload/files/Za%C5%82%C4%85cznik%20nr%202%20-%20Strategia%20Zintegrowanych%20Inwestycji%20Terytorialnych_tekst_jednolity_080118(1).pdf
Gorzów Wielkopolski Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Gorzów Wielkopolski202http://www.gorzow.pl/system/obj/7653_Strategia_ZIT_MOF_GW_wersja_2_kwiecien_2017_Zarzadzenie_PM.pdf
Katowice Functional Urban AreaStrategy for Integrated Territorial Investments in the Central Subregion of Śląsk Voivodship for 2014–2020332http://www.subregioncentralny.pl/download/strategia-zit-sc-wersja-ix-obowiazujaca.pdf
Kielce Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Kielce for 2014–2020475https://zitkof.kielce.eu/dam/jcr:c380fd58-32f3-489f-bcf3-51968dca0300/Strategia%20ZIT%20KOF%202014-2020%20-%20aktualizacja%20marzec%202018.pdf
Kraków Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Kraków Strategy for Integrated Territorial135http://metropoliakrakowska.pl/wp-content/uploads/2019/08/Strategia-ZIT-KrOF_wer.-4.0-zm.-6.pdf
Lublin Functional Urban AreaInvestments in the FUA of Lublin for 2014–2020153https://lublin.eu/gfx/lublin/userfiles/_users/r-kasprzyk/strategia/strategia_zit.pdf
Łódź Functional Urban AreaStrategy for the Development in the FUA of Łódź 2020+279http://www.lom.lodz.pl/wp-content/uploads/Za%C5%82%C4%85cznik-nr-1-do-Uchwa%C5%82y-nr-4_2019-Strategia_Rozwoju_LOM_2019.pdf
Olsztyn Functional Urban AreaStrategy for the FUA of Olsztyn215https://zit.olsztyn.eu/fileadmin/ofe/Strategia_MOF_Olsztyna.pdf
Opole Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Opole Agglomeration148https://aglomeracja-opolska.pl/sites/default/files/u195/dokumenty_strategiczne/strate-gia_zit/wersja_2/Strategia%20ZIT%20Aglomer-acji%20Opolskiej%20%28wersja%202%29.pdf
Poznań Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Poznań182http://www.zit.metropoliapoznan.pl/media/A-STRATEGIA-ZIT-Aktualna/Aktualizacja_18.11.2019/Strategia_ZIT_w_MOF_Poznania_w._1.5.pdf
Rzeszów Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Rzeszów319https://rof.org.pl/wp-content/uploads/2019/05/Strategia-ZIT-ROF.pdf
Szczecin Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Szczecin300http://zit-som.szczecin.pl/images/dokumenty/Strategia_ZIT_SOM_v_19_11_06-2.1.pdf
Warszawa Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Warsaw 2014–2020+173http://omw.um.warszawa.pl/wp-content/uploads/2020/02/Strategia-ZIT-WOF-VIII.pdf
Wrocław Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Wrocław327https://zitwrof.pl/wp-content/up-loads/2016/03/Strategia-ZIT-WrOF_sierpie%C5%84-2018_z-pozytywnymi-opiniami.pdf
Zielona Góra Functional Urban AreaStrategy for Integrated Territorial Investments in the FUA of Zielona Góra206http://rpo.lubuskie.pl/documents/10184/77017/Strategia+ZIT+MOF+Zielona+G%C3%B3ra+sierpie%C5%84+2016/db443add-d84e-40a2-8dd2-1f0244d312b0
Tab. 3

Strategic and operational marketing goals of the FUA development

FUAStrategic marketing goal(s)Operational marketing goal(s)Goal category
BialystokAttractiveness of investmentsSupport of the investors and the network of investment areasAttractiveness for investments
Bydgoszcz–ToruńBuilding the image of the region for various relationsSupport for the process of internationalisation of enterprises

  • - Image/brand,

  • - Relations,

  • - Support for entrepreneurship

Gdańsk–Gdynia–SopotImplementation of integrated projects responding to the needs and problems of the FUA

  • - Promoting the region as ecological,

  • - Support for entrepreneurship,

  • - Supporting cultural events

  • - Image/brand,

  • - Integration,

  • - Attractiveness for tourists,

  • - Attractiveness for residents,

  • - Support for entrepreneurship

Gorzów Wielkopolski

  • - Creation of a positive image,

  • - Development of economic relations

  • - Intensified economic promotion,

  • - Greater involvement of external communes

  • - Image/brand,

  • - Relations

KatowicePromotion of the FUA as an important metropolitan area

  • - Promoting the region as pro-ecological,

  • - Promoting entrepreneurship,

  • - Equal opportunities

  • - Strengthening the metropolitan area function,

  • - Support for entrepreneurship,

  • - Image/brand,

  • - Attractiveness for residents

Kielce

  • - Development of territorial marketing instruments,

  • - Shaping the Voivodship brand

  • - Promoting as an ecological region,

  • - Spatial integration and poly-centric structure,

  • - Openness to modern solutions,

  • - Protecting natural and cultural heritage

  • - Image/brand,

  • - Attractiveness for investments,

  • - Attractiveness for tourists

Kraków

  • - Improvement of the quality of life,

  • - Creation of the ecological image

Reinforcement of science, culture and sport, participation in metropolitan networking

  • - Attractiveness for residents,

  • - Image/brand

Lublin

  • - Improvement of the external contacts,

  • - Creating new opportunities for development

  • - Development of external relations and metropolitan links,

  • - Strengthening cultural openness,

  • - Improving a bad image

  • - Relations,

  • - Image/brand,

  • - Strengthening the metropolitan area function

Łódź

  • - Integrated revitalisation measures in various dimensions

  • - Increase in economic attractiveness and competitiveness

  • - Attractiveness for investments,

  • - Integration

Olsztyn

  • - Promoting the FUA outside its area

  • - The image of the FUA as pro-ecological,

  • - Promoting social inclusion

  • - Image/brand,

  • - Attractiveness for residents

Opole

  • - Building a trans-regional cultural brand

  • - Sustainable use of existing resources,

  • - Infrastructure preparation of investment areas,

  • - Supporting cultural events

  • - Image/brand,

  • - Attractiveness for investments

Poznań

  • - Development of an innovative economy,

  • - Improving the attractiveness of the city's space,

  • - Promoting the FUA as highly-developed,

  • - Improving the quality of life

  • - Creation of a recognisable “Poznań Metropolis” brand,

  • - Creation of an offer for tourists,

  • - Joint economic promotion,

  • - Creating the image as pro low carbon

  • - Image/brand,

  • - Attractiveness for investments,

  • - Attractiveness for tourists,

  • - Strengthening the metropolitan area function

RzeszówThe development of the FUA's partnership in various spheres of activity

  • - A culture-oriented image. Promoting low-carbon image,

  • - Good working and living conditions,

  • - Protecting heritage,

  • - Promoting entrepreneurship

  • - Image/brand,

  • - Integration,

  • - Attractiveness for residents,

  • - Attractiveness for tourists,

  • - Support for entrepreneurship

Szczecin

  • - Spatial and functional integration, dynamic development,

  • - Raising the standards of living

  • - Implementation of the “Floating Garden” brand,

  • - Marketing of water tourism,

  • - Promotion of entrepreneurship and ecology,

  • - Protection of heritage,

  • - The partnership model of cooperation

  • - Image/brand,

  • - Integration,

  • - Attractiveness for residents,

  • - Attractiveness for tourists,

  • - Support for entrepreneurship

Szczecin

  • - Spatial and functional integration, dynamic development,

  • - Raising the standards of living

  • - Implementation of the “Floating Garden” brand,

  • - Marketing of water tourism,

  • - Promotion of entrepreneurship and ecology,

  • - Protection of heritage,

  • - The partnership model of cooperation

  • - Image/brand,

  • - Integration,

  • - Attractiveness for residents,

  • - Attractiveness for tourists,

  • - Support for entrepreneurship

Warszawa

  • - Promotion of functional integration and development factors,

  • - Exploiting the potential of all territories

  • - Promoting entrepreneurship,

  • - Support for the cultural area

  • - Relations,

  • - Support for entrepreneurship,

  • - Integration

Wrocław

  • - Development based on the improvement of innovation, competitiveness and image of the FUA

  • - Promotion of local entrepreneurs,

  • - Improvement of communication

  • - Attractiveness for investments,

  • - Image/brand,

  • - Support for entrepreneurship

Zielona Góra

  • - Creating the brand and making it more attractive to visitors

  • - Promotion of companies’ investments in R&D

  • - Image/brand,

  • - Attractiveness for tourists,

  • - Support for entrepreneurship

Tab. 4

Summary of the frequency of appearance of different goal categories

Goal categoryFrequency of appearanceFUAs
Image/brand14Bydgoszcz-Toruń, Gdańsk-Gdynia-Sopot, Gorzów Wielkopolski, Katowice, Kielce, Kraków, Lublin, Olsztyn, Opole, Poznań, Rzeszów, Szczecin, Wrocław, Zielona Góra
Support for entrepreneurship8Bydgoszcz-Toruń, Gdańsk-Gdynia-Sopot, Katowice, Rzeszów, Szczecin, Warszawa, Wrocław, Zielona Góra
Attractiveness for investments6Białystok, Kielce, Łódź, Opole, Poznań, Wrocław
Attractiveness for residents6Gdańsk-Gdynia-Sopot, Katowice, Kraków, Olsztyn, Rzeszów, Szczecin
Attractiveness for tourists6Gdańsk-Gdynia-Sopot, Kielce, Poznań, Rzeszów, Szczecin, Zielona Góra
Integration5Gdańsk-Gdynia-Sopot, Łódź, Rzeszów, Szczecin, Warszawa
Relations4Bydgoszcz-Toruń, Gorzów Wielkopolski, Lublin, Warszawa
Strengthening the metropolitan area function3Katowice, Lublin, Poznań
Fig. 2

Categories of FUA development goals related to marketing and city branding — universal and FUA-specific

DOI: https://doi.org/10.2478/emj-2020-0019 | Journal eISSN: 2543-912X (formerly 2300-0813) | Journal ISSN: 2543-6597
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Language: English
Page range: 57 - 73
Submitted on: Jan 30, 2020
Accepted on: Sep 30, 2020
Published on: Oct 15, 2020
Published by: Bialystok University of Technology
In partnership with: Paradigm Publishing Services
Keywords:
city marketing,
city branding,
Functional Urban Area,
FUA,
Poland
Related subjects:
Business and economics,
Business management,
Industries,
Transportation, logistics, air traffic, shipping,
Engineering,
Mechanical engineering,
Production technology,
Process engineering and industrial engineering

© 2020 Anna Matwiejczyk, Ewa Glińska, Yauheniya Barkun, published by Bialystok University of Technology
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 12 (2020): Issue 3 (September 2020)
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