A strategic marketing approach to national development initiatives involving large scale collaborative ventures (LSCV)
Briggs, Maxwell J. (2006) A strategic marketing approach to national development initiatives involving large scale collaborative ventures (LSCV). In International Marketing and Development Conference.
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This paper relates to government initiatives which aim at advancing their country’s economic development and investor attractiveness. It identifies large scale projects that involve collaboration between government and business (termed: large scale collaborative venture – LSCV) as one aspect of competing in the new economy. The study pursued the research proposition that a LSCV can be effectively facilitated by following a theory based process similar to what is used in corporate practice. An approach to managing such ventures is outlined, based on strategic marketing theory applied to a major project, the Multifunction Polis. It is proposed that such an approach may enhance the success of a collaborative venture and thereby help countries participate more successfully in global competition through such ventures.
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