Abstract
Madrid Nuevo Norte (Madrid New North) is an urban redevelopment program applied in the city of Madrid in Spain. Regarding this, the aim of this paper is twofold: firstly, the project examines if the Nuevo Norte project is aligned with the principles of sustainability. Secondly, the paper investigates the impact of Nuevo Norte on the application of city marketing strategies in Madrid. For those purposes, questionnaires were distributed through the Internet to 122 urban developers and planners located in the Spanish capital. The results indicated that overall, Nuevo Norte contributes to the sustainable development of Madrid; however, concerns were identified regarding the budget and the timeline of the project. In addition, Madrid Nuevo Norte provides significant opportunities to local authorities to implement sustainable city marketing strategies, aiming to improve the competitiveness and the quality of life in the city of Madrid. To this end, it seems that city marketing, through the construction of mega projects, should contribute to sustainability, ensuring a better life for local residents and communities in general. The research is expected to assist local authorities in Spain to harness the potential of mega projects such as Nuevo Norte in designing city marketing strategies and to promote Madrid in an international context as a city that gives emphasis in urban sustainability.
Highlights
In the post-industrial era, marketing techniques have been recruited to help toward the regeneration of industrial cities, especially in Europe [1]
Madrid Nuevo Norte Project (MNNP) (Madrid New North) is an urban redevelopment program applied in the city of Madrid in Spain
The aim of this project was twofold: firstly, it was investigated if MNNP is aligned with the principles of sustainability
Summary
In the post-industrial era, marketing techniques have been recruited to help toward the regeneration of industrial cities, especially in Europe [1]. City marketing should not be detached from the city’s actual development [3] and its sustainability [2] To this particular point, the importance of mega infrastructure projects is crucial for urban sustainability achievement [4]. The Madrid Nuevo Norte Project (MNNP) is examined. The aim of this paper is twofold: firstly, the study examines if the Nuevo Norte project is aligned with the principles of sustainability. The paper investigates the impact of Nuevo Norte on the application of city marketing strategies in Madrid. The paper tries to provide answers to the following research questions: (a) Is MNNP aligned with the criteria of sustainability (economic, environmental and social)? The sixth section provides answers to research questions, while the last section outlines the conclusions of the study
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