scholarly journals Challenges in Developing Urban Marketing Strategies: Evidence From Ekaterinburg

2021 ◽  
Vol 17 (4) ◽  
pp. 1137-1150
Author(s):  
D. M. Kochetkov ◽  
◽  
D.B. Vuković ◽  
E.A. Kondyurina ◽  
◽  
...  
Keyword(s):  
Swot Analysis ◽  
Marketing Strategies ◽  
Place Marketing ◽  
World Cup ◽  
Fifa World Cup ◽  
Theoretical Contribution ◽  
Mega Events ◽  
Winter Olympics ◽  
System Solution ◽  
Marketing Positioning

2018 FIFA World Cup became the first championship held in Russia and Eastern Europe. However, at that time, Russia already had experience in hosting sports mega-events such as the 2014 Winter Olympics in Sochi, the 2013 Summer Universiade in Kazan, and before that the 1980 Olympic Games in Moscow. Hosting the championship in 11 cities at once sets the 2018 FIFA World Cup apart from all these events. It gave impetus to the socio-economic development of all cities (and regions) where the matches were held, including Ekaterinburg. On the other hand, the sports mega-event provides unique opportunities for the global marketing positioning of the city. The present study examines the challenges of developing a city marketing strategy using the case of Ekaterinburg. Theoretical foundations of place marketing were employed for the analysis. Based on the critically explored concepts of place marketing and the competitiveness of the territory, the author’s 4C + 1S model was constructed. The current state of the urban environment was evaluated using a SWOT analysis conducted in a group of students. The research also analysed cities’ experience in conducting recent sports mega-events in the world and managing their facilities and infrastructure after these events. In conclusion, we formulated the proposals for Ekaterinburg’s positioning, including the improvement of the transport system, solution to environmental problems, increase in the effectiveness of the local government, and maintenance of public consensus. As a basis for specialisation, it is suggested to consider either the industry of meetings (MICE) or industrial tourism with complementary ‘natural’ and ‘historical’ directions. The proposed 4C + 1S model can be used as a methodological framework for the creation of urban marketing strategies. Additionally, the article makes a theoretical contribution to the development of place marketing. The results can be applied in further academic urban studies.

The Aesthetics of Control

Urban Studies ◽  
2011 ◽  
Vol 48 (15) ◽  
pp. 3241-3257 ◽  
Author(s):  
David Murakami Wood ◽  
Kiyoshi Abe
Keyword(s):  
Migrant Workers ◽  
Homeless People ◽  
Japanese Version ◽  
Sociological Analysis ◽  
World Cup ◽  
Fifa World Cup ◽  
Mega Events ◽  
Winter Olympics ◽  
Control Society ◽  
World Expo

This paper examines the changing ‘style’ of urban order in Japan through the example of mega events, drawing on the architectural critique of Taro Igarashi and the historical sociological analysis of Masachi Ohsawa. It argues that construction for the 1964 Tokyo Olympics was typical of a ‘concrete aesthetic’ that reflected a Japanese version of ‘control society’, at once modern and post-modern. Ironically, this period has since been re-imagined through ‘Showa nostalgia’ as shown in the 1998 Nagano Winter Olympics and the 2005 Aichi Expo. This nostalgia has been a resource for a globalising form of urban order, seen in more recent mega events like the FIFA World Cup 2002, the 2005 World Expo in Aichi and the 2007 World Athletics Championship in Osaka. This order combines a new aesthetics of visibility through technocratic surveillance with authoritarian governance that seeks to render invisible the marginal, particularly homeless people and foreign migrant workers.

Sport mega-events and their legacies: The 2010 FIFA World Cup

2011 ◽  
Vol 28 (3) ◽  
pp. 305-306 ◽  
Author(s):  
Scarlett Cornelissen ◽  
Urmilla Bob ◽  
Kamilla Swart
Keyword(s):  
World Cup ◽  
Fifa World Cup ◽  
Mega Events

scholarly journals Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™

2010 ◽  
Vol 50 (1) ◽  
pp. 118-132
Author(s):  
Monika Piątkowska ◽  
Jolanta Żyśko
Keyword(s):  
South Africa ◽  
Marketing Strategies ◽  
World Cup ◽  
Great Opportunity ◽  
Fifa World Cup ◽  
Ambush Marketing ◽  
Global Companies ◽  
Sport Events ◽  
Marketing Methods

Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.

The Sentiment Revealed in Social Networks during the Games of the Brazilian Team in the 2014 World Cup

2015 ◽  
Vol 7 (2) ◽  
pp. 41-51
Author(s):  
Rita Paulino
Keyword(s):  
Social Networks ◽  
Network Theory ◽  
Applied Research ◽  
Actor Network Theory ◽  
Bruno Latour ◽  
World Cup ◽  
Fifa World Cup ◽  
Theoretical Contribution ◽  
Data Form ◽  
Sociotechnical Networks

The participation of people in social networks is undeniably a contemporary phenomenon that presents as a characteristic not only the flow of explicit information in data form, natural and complex, but also some information (data) from the network's own movement. It is in this context that this article fits with the purpose of revealing information that is implied in participatory movements of sociotechnical networks. For this, one can rely on the conceptual theoretical contribution about Actor-Network Theory (ANT), by Bruno Latour (2012): “follow things through the networks they carry”. It is believed that by following the movements of social networks, one can view information that reflects feelings and actions that are implied in the connections about facts and events. In this article, the author will analyze and monitor social networks during the games of the 2014 FIFA World Cup Brazil. This approach brings us to an applied research and experimental.

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