Marketing terytorialny w ujęciu relacyjnym

Abstract

The monograph is devoted to building inter-organizational relations by local self-governments in the area of their marketing activities, focused on attracting mobile development resources from the markets of: investors, tourists and students. The main objective of the study is to try to explain the development of territorial marketing concept based on inter-organizational interaction theories. It was carried out both through theoretical analyses and extensive empirical research, conducted in several voivodeships in Poland. In this study, the key interest was in the motives for establishing the relationships between managers of marshal's offices with public and non-public institutional stakeholders, but especially with principal city – the capital of the region. As a theoretical basis for the study of the region-city relationship the resource dependency theory was adopted. It was also assumed that the method of investigation would be a case studies that constituted the region-capital city relations in the selected voivodeships in Poland. According to the author's research, the more resources the regional capital has in relation to the region's total resources, the higher the level of cooperation on the region-capital line. The research material gathered gave rise to the conclusion that the region-city relationship is not based mainly on trust and the desire to create mutual benefits. It turned out that this relationship is more market-based and is determined by the efforts of the regional authorities to limit the impact of the city's control over resources that are important from the perspective of investors, tourists or students. The regional authorities therefore sees collaboration as a way of limiting the impact of the stakeholder (city) into the resources.