WASTED? MANAGING DECLINE AND MARKETING DIFFERENCE IN THIRD TIER CITIES
WASTED? MANAGING DECLINE AND MARKETING DIFFERENCE IN THIRD TIER CITIES
Author(s): Tara BrabazonSubject(s): Business Economy / Management, Higher Education , Social development, Rural and urban sociology, Economic development, Marketing / Advertising
Published by: Editura Universitară
Keywords: third-tier cities; creative industries; city imaging; regeneration; geosocial networking;
Summary/Abstract: Third-tier cities are neglected in the research literature. Global and second-tier cities provide the positive, proactive applications of city imaging and creative industries strategies. However, small cities – particularly those who reached their height and notoriety through the industrial revolution – reveal few strategies for stability, let alone growth. This study investigates an unusual third-tier city: Oshawa in Ontario Canada. Known as the home of General Motors, its recent economic and social development has been tethered to the arrival of a new institution of higher education: the University of Ontario Institute of Technology. Yet this article confirms that simply opening a university is not enough to commence regeneration or renewal, particularly if an institution is imposed on unwilling residents. Therefore, an alternative strategy – involving geosocial networking – offers a way for local businesses and organizations to attract customers and provide a digital medication to analogue injustice and decay.
Journal: Journal of Urban and Regional Analysis
- Issue Year: 4/2012
- Issue No: 1
- Page Range: 5-33
- Page Count: 29
- Language: English