Public place branding in municipalities is increasing in frequency and consists of multiple stakeholders, which enhances the role of communication in this type of project. The research question is how does project communication impact risk management and goal achievement in public place branding projects? This is answered by the main purpose of this study, which is to increase the understanding of the project communication’s role in risk management and goal achievement in public place branding projects. In order to gain this understanding the thesis has had a qualitative case study with an inductive approach. The focus of the theoretical framework is including place branding, project management, strategic alignment, goal achievement, risk management, and project communication. As a case for the study the project Destination South Lapland has been chosen. The project aims to establish a destination enterprise for the region, and includes four municipalities from the counties of Västerbotten and Jämtland. The focus has been to investigate differences in perceptions and handling regarding goals and risks between the strategic and operational level, and how communication is interrelating these areas. The main conclusion that we can draw from the study is that project success factors are based on the projects goals and that project communication of goals, roles, and risks has an impact on goal achievement. The study shows that project communication is what interlinks the success factors and thus enables public place branding projects to achieve its goals. Project risk management and risk assessment was also found as success factors in public place branding projects. Project communication was therefore also found to incorporate risk management into the project strategy, which facilitates public place branding projects in achieving their goals.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-86526 |
| Date | January 2014 |
| Creators | Burman, Liv, Sandberg, Nils |
| Publisher | Umeå universitet, Företagsekonomi, Umeå universitet, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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