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Governance Mechanism of Regional Brand: A Perspective of Industrial Cluster

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1 Author(s)
Liang Ying ; Sch. of Bus., Sun Yat-Sen Univ., Guangzhou, China

From the perspective of industrial cluster, regional brand is regarded as a combination of regional economy, industrial cluster, as well as brand marketing activities, which can be further characterized as an important symbol of advanced stage in industrial development. Meanwhile, given that the regional brand has embodied certain significant attributes of quasi-public goods, there is a need for governance towards regional brand. This paper first defines the connotation of regional brand, and the interaction mechanism between regional brand and industrial cluster. With respect to the issue of governance, the paper then systematically analyzes regional brand based on industrial cluster, and proposes a set of governance mechanism, with intention to contribute to both research and practice in developing regional brands for industrial cluster.

Published in:

Information Management, Innovation Management and Industrial Engineering, 2009 International Conference on  (Volume:4 )

Date of Conference:

26-27 Dec. 2009