Positioning of low-urbanized territories based on self-identification: The case of Ukraine

Nazar Hlynskyy,Olha Hirna

doi:10.21511/ppm.20(1).2022.20

Abstract

In the context of competition for limited resources for the development of territorial communities in Ukraine, the use of marketing tools in managing local development is becoming increasingly important. One of these tools is positioning. In the case of territorial communities, it is a communicative expression of their identity. This study aims to determine the positioning characteristics of small territorial communities in Ukraine (low-urbanized territories – communities with a predominantly rural population) in formulating their positioning criteria. The subject of the analysis was the strategic visions formulated in the long-term planning documents of low-urbanized territories. Descriptive information was evaluated and grouped using expert methods. It was determined that low-urbanized territories in Ukraine use a multi-criteria approach in the positioning process: the number of applied criteria reached 26 (an average of 6 criteria). Each of them is focused on specific target audiences – residents, investors/local businesses, and tourists/visitors (48% for each of the target audiences). At the same time, less than half of the surveyed communities (44%) position themselves as “territories of developed agriculture”. Since little research has been done on the positioning of territorial communities in the Ukrainian context, this study has contributed new knowledge in this field.

Highlights

Prior to the start of the active phase of administrative-territorial reform in 2015, the low financial capacity of territorial communities and the narrow competence range of local self-government discouraged all stakeholder groups, including, and above all, local self-government bodies, from taking a proactive position in the issue of economic development of territorial communities
This study aims to determine the positioning characteristics of small territorial communities in Ukraine in formulating their positioning criteria
Each of them is focused on specific target audiences – residents, investors/local businesses, and tourists/visitors (48% for each of the target audiences)

Summary

Introduction

Prior to the start of the active phase of administrative-territorial reform in 2015, the low financial capacity of territorial communities and the narrow competence range of local self-government discouraged all stakeholder groups, including, and above all, local self-government bodies, from taking a proactive position in the issue of economic development of territorial communities. As a result of the change in borders (de facto consolidation), among other things, 1,469 territorial communities were formed (compared to 11,250 in the period before the reform was implemented), which are basic administrative units that correspond to the upper level of local administrative units of the standard of territorial division of countries for statistical purposes (LAU level 1) This consolidation has led to several localities differing in their demographic weight and status (urban or rural) within the territorial community as an integral entity. In this case, it is the formation of a separate administrative level of local self-government, which “takes over” certain decision-making concerning life support in the territory (provision of public services, maintenance and development of municipal infrastructure, preschool and school education services, etc.). Considering the process mentioned above in the marketing paradigm, positioning a territory should be perceived through the prism of its competitive advantages, making it possible to differentiate this territory in the minds of stakeholder groups

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Conclusion