This study uses multidimensional scale (MDS) and ALSCAL tool based on provincial competitiveness index to explore the differences among Vietnam localities. Then a perceptual map is formed to recognize the current locations of each province or city in investors’ mind. The findings show that two indices groups building differentiation of Danang include: 1st factor – entry cost and proactivity, 2nd factor – land access and time costs. Some implications are given for Danang in positioning the city brand image based on differentiation.
Nội dung trích xuất từ tài liệu:
Place Brand Positioning Based on Provincial Competitiveness Index: Implications for Danang City
Place Brand Positioning Based on Provincial Competitiveness Index: Implications for Danang City
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Tìm kiếm theo từ khóa liên quan:
Marketing in the Connected Age Place branding Place brand positioning Provincial competitiveness index Multidimensional scalingTài liệu có liên quan:
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