Buis, Eva (2021) BRANDING A SUSTAINABLE WASTE COMPANY AS A FACILITATOR OF A SMART REGION. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
Sustainable waste companies currently lack visibility to create formal networks. As the smart region concept is gaining importance, sustainable waste companies can be a facilitator of a smart region as smart waste management is an important factor in the realisation of this concept. To increase visibility, sustainable waste companies could use the smart region concept and their facilitating role as a symbol in their branding strategy. Currently, there is a knowledge gap on how to use this concept in corporate branding. A multiple case study using semi-structured interviews with both people form collaborative initiatives and people from organizations that are a member of an initiative indicate that the corporate brand of a company could use the themes an initiative focuses on and their membership as a symbol in the corporate branding strategy with an accent on the geographical aspects and the role the company has in it. The study proposes that a sustainable waste company can take upon their facilitating role by gathering the right stakeholders. The involvement of stakeholders and citizens will create a support base for the smart region brand, increase legitimacy and reinforces mutual promotion.
| Item Type: | Thesis (Master) |
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| Name supervisor: | Polen, J. van |
| Date Deposited: | 16 Sep 2021 08:22 |
| Last Modified: | 16 Sep 2021 08:22 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/47 |
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