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Network Creativity And Place Marketing

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Executive Summary

The purpose of this paper is to outline the features of network creativity within place marketing approach. Empirically the paper presents a preliminary verification of the theoretical hypotheses through an analysis of the Florentine area. The paper analyzes network creativity which is composed by relationships between businesses which are based on an exchange of knowledge, are highly dynamic (open to change), and follow a co-evolutionary network path (constantly in co-evolution). The authors propose to study networks creativity in a reticular place marketing perspective in which territory cannot be understood as an entity in itself, but must be interpreted as a reticular space consisting of nodes, and local and extra-local links.

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