Marketing Your City's Industries to the World: Building and Retaining Export Oriented Clusters through Strategic ICT Investments

Marketing Your City's Industries to the World: Building and Retaining Export Oriented Clusters through Strategic ICT Investments

Nicholas P. Robinson (McGill University, Canada) and Prescott C. Ensign (University of Ottawa, Canada)
DOI: 10.4018/978-1-60566-134-6.ch010
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Abstract

This chapter discusses the importance of making strategic investments in information communication technologies (ICTs) in order to benefit from globalization and the benefits created by robust exportoriented business clusters. Examples of investments made by local governments in India, Jamaica, and Hong Kong will illustrate how an adept ICT strategy can position a city to grow local industries and encourage exports. The authors argue that a coherent and comprehensive city marketing plan can attract and retain investments and play an instrumental role in the city’s future prosperity. Intelligent investments in ICT infrastructure that address a city’s unique attributes, objectives, needs, and competitive advantages can open up new export markets, especially in the service industry where ICTs can make local labour globally accessible.
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Introduction

Wealthy trading city-states like Hong Kong have embraced them as a vehicle to spur growth, developing economies have claimed that they are an effective way to connect local merchants to international markets, and the United Nations believes that they are an important tool for municipalities in third world states in the fight against poverty (Business World, 2004). Indeed, information communications technologies are rapidly becoming an important element of many cities’ marketing strategies to grow local industries and encourage exports—especially given that ICTs are an important factor driving the institutional and organizational transformations occurring in public administration (Gascó, 2003). Developing an export oriented business community is a vital part of ensuring long-term survival and prosperity (Stough, Haynes & Salazar, 2005, p. 23). Regardless of whether a city aims to export services or manufactured goods, making strategic investments in relevant information communications technologies is a prerequisite.

Intelligent investments in ICTs are a critical element of a successful marketing plan, especially at the product design phase and product promotion phase of the marketing mix. Cities, as the product being marketed, can be moulded to attract and retain investment and export-oriented businesses. This entails designing and promoting the city to achieve the goals of policy makers and export intensive businesses. In other words, utilizing ICTs in a fashion that both works within local constraints and gives exporters a competitive advantage to locating in a certain municipality will spur the growth of an export-oriented business community.

Cities, in collaboration with national governments, in developed and developing nations can re-design themselves using ICTs to create an atmosphere that is conducive to attracting and retaining export-oriented businesses. Examples of success stories in the service sector will be used to illustrate how making critical investments in ICTs and other areas can spur economic growth and diversification. By investigating the best practices being used by cities, such as Hong Kong, Montego Bay, and Bangalore, this chapter will expose politicians and city planners to innovative city design and promotion projects that have been proven to be effective in attracting and retaining export-oriented businesses.

Arguably, making strategic investments in ICTs is an effective arsenal for any city that wishes to look beyond its borders and offer its wares to the world. Improved ICT infrastructures will open up service industry markets in a manner similar to how free trade has opened markets for tangible goods. Improvements in ICT systems and infrastructure will enable municipal economies to compete on the world stage as barriers to exporting services are removed (Graham & Marvin, 2001, p. 352), and cities will need to correctly position themselves to capitalize on the opportunities presented by ICTs in a globalized world.

This chapter will serve to elaborate a methodology on how cities can identify city design barriers and remedy them with ICT investments to encourage the development of export-oriented business communities. Examples of projects in less developed country (or “LDC”) cities such as Montego Bay, Jamaica and Bangalore, India and developed economies, such as Hong Kong, will illustrate how ICT investments can bridge gaps and help cities to meet the needs of potential investors (Black, 2002, p. 267). Further, examples of how these cities have used Internet based promotional tools to market these industries will be given.

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Editorial Advisory Board
Table of Contents
Acknowledgment
Mila Gascó-Hernandez, Teresa Torres-Coronas
Chapter 1
Norberto Muñiz-Martínez, Miguel Cervantes-Blanco
Cities are acquiring a key geopolitical importance in the shaping of world-wide flows and exchanges, playing a key part in modern socio-economic... Sample PDF
Identity and Marketing of Cities
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Chapter 2
José Fernández-Cavia, Assumpció Huertas-Roig
City marketing tries to position cities in the mind of the public, although the process of creating and communicating city brands is still at an... Sample PDF
City Brands and their Communication through Web Sites: Identification of Problems and Proposals for Improvement
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Chapter 3
Barry Mishra, Erik Rolland
City marketing in the broadest term can be defined as the strategic design of the city to satisfy the various stakeholders of the city who often... Sample PDF
A Strategic Framework for City Marketing: The SSRM Approach
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Chapter 4
Al D. McCready
Indications are strong that globalization is an irresistible force, fomented by, or at the very least, enabled by technology. This chapter refers to... Sample PDF
Strategic Technology Planning for the Techno-Global Economy: Cities in the Market
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Chapter 5
Juliane Chudalla, Key Pousttchi
Mobile services have great potentials in different fields, so it is interesting to have a closer look of them, and about the way they can be used... Sample PDF
City Marketing Goes Mobile: Use of Mobile Commerce Techniques for City Marketing
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Chapter 6
Laura L. Matherly, Maureen Jouett
Integrating information communication technologies (ICTs) and marketing in strategic management of city government is critical to achieving... Sample PDF
Strategic Management in City Government: Integrating Information Communication Technologies and Marketing in a Causal Model to Drive Stakeholder Satisfaction and Economic Development
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Chapter 7
María Isabel Huerta-Carvajal, Luis Felipe Luna-Reyes
Local governments around the world are becoming aware of the importance of identifying and marketing their local assets to promote economic... Sample PDF
City Boosterism through Internet Marketing: An Institutional Perspective
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Chapter 8
Pablo Díaz-Luque
Large cities are one of the most popular tourism destinations throughout the world. Business and leisure tourists visit these areas every year and... Sample PDF
Official Tourism Web Sites and City Marketing
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Chapter 9
Lluís Prats-Planagumà, Raquel Camprubí
The competitiveness of tourism destinations is a relevant issue for tourism studies, moreso, is a key element on the daily basis of tourism... Sample PDF
E-Tourism Image: The Relevance of Networking for Web Sites Destination Marketing
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Chapter 10
Nicholas P. Robinson, Prescott C. Ensign
This chapter discusses the importance of making strategic investments in information communication technologies (ICTs) in order to benefit from... Sample PDF
Marketing Your City's Industries to the World: Building and Retaining Export Oriented Clusters through Strategic ICT Investments
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Chapter 11
Marianna Sigala
During the last decades, the use of Web 2.0 applications for the generation, dissemination, and sharing of user-generated content (UGC) and the... Sample PDF
WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations: Enhancing the Participatory Role of Travelers and Exploiting their Collective Intelligence
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Chapter 12
José-Rodrigo Córdoba, Nicolas Jullien, Jocelyne Trémenbert
This chapter defines three different patterns to understand how city marketing initiatives are designed and implementing, and how information and... Sample PDF
Developing Patterns for Thinking About City Marketing Initiatives
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Chapter 13
Peter Dobers, Anette Hallin
This chapter discusses a current example of the ongoing efforts of city managers to promote their cities, also known as place marketing or place... Sample PDF
The Use of Internet in Building the Brand of "Stockholm: The Capital of Scandinavia”
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Chapter 14
Anette Hallin
Information and communication technologies (ICTs) cannot only be used practically in marketing efforts, but also as symbols, due to the images and... Sample PDF
Marketing the mCity: How a City Based ICT-Project Can Make Sense
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Chapter 15
Sandra Moffett, T. M. McGinnity, M. Callaghan, J. Harkin, D. N. Woods
This chapter outlines the journey that the city of Londonderry (Derry), Northern Ireland, undertook when converting a traditional walled city to a... Sample PDF
Walled City to Wireless City
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Chapter 16
Bantu L. Morolong
This chapter introduces the reader to the idea of city marketing. This idea has developed over time, globally, as cities continue to grow rapidly.... Sample PDF
Using Information Communication Technology to Decentralize City Marketing: Challenges and Opportunities
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About the Contributors