Conclusion

In 2009, in order to understand the paradoxes, find answers to place brand puzzles and search for a paradigm, we embarked on a journey together with a set of contributors. They gracefully accepted our invitation to explore how “disruptive innovation”, reputation and sustainability are likely to cause both the deconstruction and the construction of the place branding process. Their ideas have been captured in the three volumes of this Yearbook series so far. The premise was that place brand managers require a more sophisticated grasp of how to grow, collectively, potential innovation through smart “coordination” of government, market and civil society to achieve a balanced-centric performance in terms of equity, efficiency and effectiveness (see Figure C.1). In an attempt to reflect the current status, we will conclude this series with three debates and a brief research agenda, linking effectiveness/reputation/consumption, efficiency/innovation/production and equity/sustainability/critical studies.