3ODFHPDUNHWLQJDQGVWDNHKROGHULQYROYHPHQW
7KHLQFUHDVHGJOREDOFRQQHFWLYLW\DQGLQFUHDVHGPRELOLW\RIERWKKXPDQVDQG
FDSLWDOKDYHFUHDWHGFRPSHWLWLRQEHWZHHQFLWLHVDQGUHJLRQVZKLFKKDVOHGXV
WRSURGXFHWKHPDUNHWRULHQWHGVROXWLRQSODFHPDUNHWLQJ &DOGZHOODQG)UHLUH
1LHGRP\VODQG-RQDVVRQ 3ODFHPDUNHWLQJLVIRFXVHGRQFUHDWLQJ
DSODFHLQZKLFKDFWRUVFDQFUHDWHYDOXHZKLFK%UDXQ¶V GHILQLWLRQRI
SODFHPDUNHWLQJH[SOLFDWHV$FFRUGLQJWR%UDXQSODFHPDUNHWLQJLV
«WKH FRRUGLQDWHG XVH RI PDUNHWLQJ WRROV VXSSRUWHG E\ D VKDUHG FXVWRPHU
RULHQWHGSKLORVRSK\IRUFUHDWLQJFRPPXQLFDWLQJGHOLYHULQJDQGH[FKDQJLQJ
XUEDQ RIIHULQJV WKDW KDYH YDOXH IRU WKH FLW\¶V FXVWRPHUV DQG WKH FLW\¶V
FRPPXQLW\DWODUJH %UDXQS
7R FUHDWH D JRRG SODFH LPDJH LV DOVR DQ LPSRUWDQW SDUW RI SODFH PDUNHWLQJ
.DYDUDW]LV ,PDJH PDUNHWLQJ DQG EUDQGLQJ LV FORVHO\ UHODWHG DQG
EUDQGLQJ LV RI JUHDW LPSRUWDQFH LQ PDUNHWLQJ WRGD\ %UDQGLQJ HQGRZV D
SURGXFWRULQWKLVFDVHWKHSODFHZLWKDVSHFLILFDQGPRUHGLVWLQFWLYHLGHQWLW\
&RYD 3ODFHEUDQGLQJLVDODUJHILHOGZLWKLQSODFHPDUNHWLQJKRZHYHU
WKHWZRWHUPVSODFHmarketingDQGSODFHbrandingLVFORVHO\FRQQHFWHGDQGDUH
RIWHQEHLQJXVHGLQWHUFKDQJHDEO\ 6NLQQHU
7KHXQLWRIDQDO\VLVZLWKLQSODFHPDUNHWLQJLVQRUPDOO\µWKHSODFH¶$FFRUGLQJ
WR%UDXQ¶V GHILQLWLRQRISODFHPDUNHWLQJWKHSODFHPXVWEHUHJDUGHGDV
YDOXDEOH urban offerings 7KHVH RIIHULQJV FRQVLVW RI D ODUJH YDULHW\ RI ERWK
SURGXFWVDQGVHUYLFHVZKLFKDUHEHOLHYHGWREULQJYDOXHWRWKHVWDNHKROGHUV
7KHRIIHULQJVDUHGHSHQGHQWXSRQWKHQDWXUDOFRQGLWLRQVLQWKHJHRJUDSKLFDO
DUHD EXW DUH VWLOO WR D KLJK GHJUHH SRVVLEOH WR LQIOXHQFH DQG GHYHORS 7KH
165
RIIHULQJVFDQIRUH[DPSOHEHDSODFH¶VFRPPXQLW\DVVHWVVXFKDVSDUNVDQG
JDUGHQV ,QVFK DQG )ORUHN =HQNHU 3HWHUVHQ DQG $KROW DQG
DYDLODELOLW\RIDSDUWPHQWVDQGKRXVHV =HQNHUHWDO 7RVHHWKHSODFHDV
XUEDQRIIHULQJVDOVRLPSOLHVWKDWDSODFHLVQRWDVLQJOHSURGXFWLQVWHDGLWLVD
FRPSRVLWLRQ RI D PXOWLWXGH RI GLIIHUHQW VHUYLFHV DQG SURGXFWV ,W LV WKH
FRPSRVLWLRQ RI VHUYLFHV WKDW FRQVWLWXWHV WKH SODFH DQG LW LV WKH FRPSRVLWLRQ
WRJHWKHUZLWKWKHTXDOLW\RIWKHLQGLYLGXDOFRPSRQHQWVWKDWLVXQGHUVFUXWLQ\
ZKHQWKHSODFHLVGLVFXVVHGLQSODFHPDUNHWLQJ7KHVHRIIHULQJVDUHSURYLGHG
E\DQXPEHURIGLIIHUHQWFRPSDQLHVDQGRUJDQL]DWLRQVZKLFKPDNHVWKHSODFH
FRQWH[WYHU\FRPSOH[
7KHUHDUHPDQ\VWDNHKROGHUVWRWKHSODFHLHPDQ\DFWRUVZKRVHDFWLRQVDIIHFW
WKHSODFHRUZKRDUHDIIHFWHGE\WKHSODFHDQGLWVDFKLHYHPHQWV %U\VRQ
*RYHUQPHQWV VXFK DV PXQLFLSDOLWLHV DQG WKH HQWLUH SXEOLF VHFWRU SOD\V DQ
LPSRUWDQWUROHDVDNH\VWDNHKROGHURIWKHSODFH2WKHULPSRUWDQWVWDNHKROGHUV
DUH UHVLGHQWV YLVLWRUV FRPSDQLHV DQG LQYHVWRUV %UDXQ =HQNHU DQG
0DUWLQ 1LHGRP\VODQG-RQDVVRQ 'XHWRWKHFRPSOH[QDWXUHRI
WKHSODFHVWDNHKROGHUVSOD\DODUJHUROHLQSODFHPDUNHWLQJDQGWKHLPSRUWDQFH
RI VWDNHKROGHUV DQG FRFUHDWLRQ KDV EHHQ JLYHQ PRUH DWWHQWLRQ ODWHO\
7KHODQGHUDQG6lZH .DYDUDW]LV JRHVDVIDUDVWDONLQJDERXWD
QHZFRQFHSWXDOL]DWLRQRISODFHEUDQGLQJZKHUHWKHVWDNHKROGHUVDUHJLYHQD
SURPLQHQWUROH7KHHPHUJHQFHRIWKHVHUYLFHEDVHGORJLFIRUPDUNHWLQJ HJ
*U|QURRV 9DUJRDQG/XVFK ZKLFKHPSKDVL]HVWKHFRQFHSWRI
FRFUHDWLRQ KDV FRQWULEXWHG WR WKH LQFUHDVHG LQWHUHVW LQ VWDNHKROGHUV 7KH
VHUYLFHEDVHG ORJLF KDV EHHQ VXJJHVWHG WR EH UHOHYDQW IRU SODFH PDUNHWLQJ
0HU] +H DQG 9DUJR :DUQDE\ +DQNLQVRQ .DYDUDW]L]
.lOOVWU|P .lOOVWU|PDQG(NHOXQG DQGZKHQDSSOLHGLQD
SODFHPDUNHWLQJFRQWH[WWKHVHUYLFHEDVHGORJLFKHOSVWRSXWIRFXVRQWKHXVHU
HJ UHVLGHQWV DQG YLVLWRUV DQGKRZ WKH\FRFUHDWHYDOXHLQXVH LQ WKH SODFH
FRQWH[W
7KHVWDNHKROGHUDSSURDFKKDVVRIDUPRVWO\EHHQVWXGLHGLQWKHFRQWH[WRI
SODFH EUDQGLQJ LH LQ FRQQHFWLRQ WR KRZ D SODFH brand LV GHYHORSHG DQG
LPSOHPHQWHG 1LVFRHWDO 5X]]LHUDQG3HWHN .HPSHWDO
/LQGVWHGW &HUGD%HUWRPHX DQG 6DUDELD6DQFKH] +HQQLQJHU HW
DO 0DUWLQH] 0DUWLQH] DUJXHWKDWWKHPRVWHIIHFWLYHSODFH
EUDQGLQJLQLWLDWLYHVDUHWKRVHLQZKLFKDZLGHUDQJHRIORFDOVWDNHKROGHUVDUH
LQYROYHG7KHVLJQLILFDQFHRIORFDOJRYHUQPHQWLVQRWLQYDOLGDWHGZLWKLQWKH
FRFUHDWLRQDSSURDFKUDWKHUWKHJRYHUQPHQWLVVHHQDVKDYLQJDIRFDOSRVLWLRQ
LQWKHSODFHVHUYLFHV\VWHP /LQGVWHGW DQGLVSOD\LQJDNH\UROHLQSODFH
166
EUDQGLQJ LQLWLDWLYHV VLQFH WKH\ RIWHQ GHILQHV ZKHQ KRZ DQG ZK\ SODFH
EUDQGLQJSURMHFWVDUHLQLWLDWHG &HUGD%HUWRPHXDQG6DUDELD6DQFKH]
$VSHFLILFIHDWXUHRISODFHPDUNHWLQJLVWKDWUHVLGHQWVQRWRQO\FRQVXPHWKH
SODFHWKH\OLYHLQEXWDOVRVKDSHLWDORQJZLWKWKHRWKHUVWDNHKROGHUV 5R]KNRY
DQG6NULDELQD %UDXQ.DYDUDW]LVDQG=HQNHU KDYHH[SORUHGWKH
GLIIHUHQW UROHV UHVLGHQWV SOD\ LQ WKH IRUPDWLRQ DQG FRPPXQLFDWLRQ RI SODFH
EUDQGVDQGWKH\LGHQWLILHGWKHUHVLGHQWVDVKDYLQJWKUHHPDMRUUROHV6LQFHWKH
UHVLGHQWVDQGWKHLULQWHUDFWLRQVZLWKRWKHUVIRUPWKHVRFLDOPLOLHXRIDJLYHQ
SODFH WKH UHVLGHQWV FDQ EH VHHQ DV EHLQJ DQ integrated part of the place
5HVLGHQWVDUHDOVRambassadorsIRUWKHLUSODFHDQGWKHLUUROHDVcitizensDUH
KLJKOLJKWHG$PEDVVDGRUVKLSEHKDYLRXUVDQGFLWL]HQVKLSEHKDYLRXUVKDVEHHQ
IXUWKHU HPSKDVL]HG LQ D VWXG\ E\ 7DHFKDUXQJURM ZKR GHILQHG
FLWL]HQVKLSEHKDYLRXUDVEHKDYLRXUVWKDWFRQWULEXWHWRWKHFLW\E\helping other peopleDQGparticipating in eventsWKDWFDQLPSURYHWKHFLW\,QVFKDQG6WXDUW
DOVRUHFRJQL]HVWKDWWKHUHVLGHQWVFDUULHVPXOWLSOHUROHVIRUWKHSODFH
EUDQGDQGHJKLJKOLJKWVWKHSRVVLELOLW\IRUUHVLGHQWVWREHsupportersEXWDOVR
LQGLIIHUHQWRUVSUHDGLQJQHJDWLYHZRUGRIPRXWK
6WDNHKROGHULQYROYHPHQWLQSXEOLFPDQDJHPHQWDQGSXEOLF
JRYHUQDQFH
3XEOLFPDQDJHPHQWLVDQDFDGHPLFGLVFLSOLQHWKDWVWXGLHVWKHLPSOHPHQWDWLRQ
RIJRYHUQPHQWSROLF\DQGKRZFLYLOVHUYDQWVDUHZRUNLQJLQWKHSXEOLFVHUYLFH
3XEOLFPDQDJHPHQWQDWXUDOO\DVVXPHWKHJRYHUQPHQWVHJWKHPXQLFLSDOLW\
WKH VWDUWLQJ SRLQW IRU DQDO\VLV 0DUWLQ 0XQLFLSDOLWLHV DUH RI FRXUVH
JHRJUDSKLF SODFHV KRZHYHU ZLWKLQ SXEOLF PDQDJHPHQW PXQLFLSDOLWLHV DUH
PDLQO\UHJDUGHGDVVHUYLFHSURYLGLQJRUJDQL]DWLRQVDQGSROLWLFDOLQVWLWXWLRQV
:DHUDDV%M|UQnDQG0ROGHQDHV 7KXVSXEOLFPDQDJHPHQWGLIIHUIURP
SODFH PDUNHWLQJ ZKHQ LW FRPHV WR WKH PDLQ OHYHO RI DQDO\VLV :LWKLQ SODFH
PDUNHWLQJ WKH SODFH LWVHOI LV WKH QDWXUDO OHYHO RI DQDO\VLV ZKLOH LQ SXEOLF
PDQDJHPHQWWKHPXQLFLSDOLW\RURWKHUJRYHUQPHQWDQGWKHSXEOLFVHUYLFHLV
PRVWRIWHQLQIRFXV
+RZHYHUWKHUROHRIJRYHUQPHQWLVFKDQJLQJLQWKHPRGHUQVRFLHW\DQGSXEOLF
JRYHUQDQFHWREHFRPSDUHGWRSXEOLFJRYHUQPHQWKDVEHHQJLYHQLQFUHDVHG
LQWHUHVWWKHODVW\HDUV HJ3HWHUVDQG3LHUUH %RYDLUG %RYDLUG
DQG /|IIOHU (GHOHQERV HW DO .OLMQ 3XEOLF JRYHUQDQFH
SRLQWVDWVLWXDWLRQVZKHUHGHFLVLRQPDNLQJDQGLPSOHPHQWDWLRQWDNHSODFHLQ
QHWZRUNVRISXEOLFSULYDWHDQGVHPLSULYDWHDFWRUV (GHOHQERVHWDO DQG
167
WKHWUDGLWLRQDOYLHZWKDWWKHSXEOLFVHFWRULVWKHPDMRUDFWRUDQGWKDWWKH\DORQH
FDQLQIOXHQFHWKHHFRQRP\DQGVRFLHW\LVTXHVWLRQHG 3HWHUVDQG3LHUUH
3XEOLFJRYHUQDQFHW\SLFDOO\DVVXPH
«DPXOWLSOHVWDNHKROGHUVFHQDULRZKHUHFROOHFWLYHSUREOHPVFDQQRORQJHUEH
VROYHGRQO\E\SXEOLFDXWKRULWLHVEXWUHTXLUHWKHFRRSHUDWLRQRIRWKHUSOD\HUV
FLWL]HQVEXVLQHVVYROXQWDU\VHFWRUPHGLDHWF DQGLQZKLFKSUDFWLFHVVXFKDV
PHGLDWLRQ DUELWUDWLRQ DQG VHOIUHJXODWLRQ PD\ RIWHQ EH PRUH HIIHFWLYH WKDQ
SXEOLFDFWLRQ /|IIOHU
7KH ODEHO JRYHUQDQFH WKXV LQFRUSRUDWHV VWDNHKROGHU LQYROYHPHQW .OLMQ
DQGWKHVKLIWIURPSXEOLFJRYHUQPHQWWRSXEOLFJRYHUQDQFHLPSOLHVWKDW
JRYHUQPHQWV DUH VHHQ DV GHSHQGLQJ RQ PDQ\ VWDNHKROGHUV ZLWK GLIIHUHQW
UHVRXUFHVDQGWKDWYDULRXVDFWRUVKDYHWREHLQFOXGHGLQWKHSROLF\PDNLQJDQG
LPSOHPHQWDWLRQ SURFHVV (GHOHQERV HW DO .OLMQ $OIRUG HW DO
7KXVDGRPLQDQWIHDWXUHRIWKHJRYHUQDQFHPRGHOLVVRFLHWDOQHWZRUNV
3HWHUVDQG3LHUUH %RLYDUG %U\VRQDQGFROOHDJXHV DUJXH
WKDW WKH FUHDWLRQ RI SXEOLF YDOXH WDNHV SODFH DW PXOWLSOH OHYHOV VXFK DV
LQGLYLGXDOJURXSRUJDQL]DWLRQDOFRPPXQLW\UHJLRQDODQGQDWLRQDOOHYHOVDQG
PXFKRIWKHG\QDPLVPLQWKHSXEOLFUHDOPLVGXHWRWKHLQWHUDFWLRQVacross
RYHUODSSLQJVSKHUHV
)URPDJRYHUQPHQW¶VSRLQWRIYLHZWKHUHDUHVHYHUDOUHDVRQVIRUHQFRXUDJLQJ
VWDNHKROGHUHQJDJHPHQWDQGSDUWLFLSDWLRQ)LUVWRIDOOFLWL]HQVKLSSDUWLFLSDWLRQ
LVLPSRUWDQWVRVWUHQJWKHQGHPRFUDF\ 3HVWRII (DUO\LQYROYHPHQWRI
VWDNHKROGHUVDQGFLWL]HQ¶VJURXSVDOVRHQKDQFHVOHJLWLPDF\E\OLYLQJXSWRWKH
FODLP WR EH FORVH WR WKH FLWL]HQ ZKLFK LQFUHDVHV WKH DFFRXQWDELOLW\
WUDQVSDUHQF\DQGWKHSXEOLFFRQILGHQFH 0DUWLQ .OLMQ 3HUKDSV
PRVW LPSRUWDQW WKH NQRZOHGJH DQG HIIRUW IURP VWDNHKROGHUV LV EHOLHYHG WR
LPSURYHWKHRXWFRPHDQGWKHTXDOLW\RISROLF\DQGSXEOLFVHUYLFHV %U\VRQ
0DUWLQ (GHOHQERV HW DO .OLMQ 6WDNHKROGHU
SDUWLFLSDWLRQLQFUHDVHVWKHFKDQFHVWKDWWKHVHUYLFHPHHWWKHXVHU¶VQHHGVVLQFH
WKH\KDYHEHHQDSDUWRIGHVLJQLQJDQGRUSURGXFLQJWKHVHUYLFHWKHPVHOYHV
0DUWLQ
6WDNHKROGHUVFDQEHHQJDJHGDQGSDUWLFLSDWHLQWKHQHWZRUNVLQGLIIHUHQWZD\V
0DUWLQ GLIIHU EHWZHHQ GLIIHUHQW IRUPV RI SDUWLFLSDWLRQ DQG KDV
GHYHORSHGWKHSXEOLFSDUWLFLSDWLRQVSHFWUXP,QWKLVVSHFWUXPKHGLVWLQJXLVKHV
EHWZHHQinformationRQHZD\IORZRILQIRUPDWLRQIURPSXEOLFDJHQFLHVWRWKH
SXEOLFconsultationWZRZD\GLDORJXHEHWZHHQSXEOLFDJHQFLHVDQGWKHSXEOLF
DQGco-production&RSURGXFWLRQLVDEURDGWHUP 0HOLNDQG.UDEEHQ 168
ZKLFK KDV EHFRPH LQFUHDVLQJO\ WRSLFDO IRU D ZLGH UDQJH RI DFDGHPLFV
9HUVFKXHUH%UDQGVHQDQG3HVWRII $ZLGHO\DFFHSWHGGHILQLWLRQRIFR
SURGXFWLRQLVRIIHUHGE\2VWURP S ³the process through which inputs used to produce a good or service are contributed by individuals who are not “in” the same organization”/DWHUGHILQLWLRQVSXWPRUHHPSKDVLVRQ
WKHSXEOLFVHUYLFHDQGWKHFLWL]HQVDVFRSURGXFHUV)RUH[DPSOH%UDQGVHQDQG
+RQLQJK S FODLPWKDW“coproduction is a relationship between a paid employee of an organization and (groups of) individual citizens that requires a direct and active contribution from these citizens to the work of the organization”+RZHYHULWLVUHFRJQL]HGWKDWFRSURGXFWLRQDOVRFDQLQFOXGH
WKHQRQSURILWVHFWRUDQGWKHFLYLOVRFLHW\DWODUJH %UDQGVHQDQG3HVWRII
DVZHOODVODUJHVFDOHFRUSRUDWLRQV 0HOLNDQG.UDEEHQ DQGQRWRQO\
FLWL]HQV $QRWKHU WHUP IRU DFWLYH VWDNHKROGHU LQYROYHPHQW LV co-creation
ZKLFKUHIHUVWR“the active involvement of end-users in various stages of the production process” 9RRUEHUJ%HNNHUVDQG7XPPHUVS 7KH
FRQFHSWFRFUHDWLRQDQGFRSURGXFWLRQVHHPVWREHFORVHO\UHODWHG *HEDXHU
9RRUEHUJ HW DO DV ERWK FRQFHSWV UHIHU WR WKDW FXVWRPHUV DUH
LQYROYHGLQWKHFUHDWLRQRIYDOXH7KHSUHVHQWVWXG\DGRSWVWKHXVDJHRIWKH
VHUYLFHEDVHGORJLF 9DUJRDQG/XVFK LQXVLQJWKHWHUPFRFUHDWLRQ
7KH LQWHQVLW\ RI VWDNHKROGHU LQYROYHPHQW GLIIHU DQG FRFUHDWLRQ FDQ WDNH
GLIIHUHQWIRUPV 3HVWRII )RUH[DPSOH0DUWLQ DQG3HVWRII ZULWHVDERXWWKHLPSRUWDQFHRIJHWWLQJWKHUHVLGHQWVWRFRRSHUDWHE\WDNLQJFDUH
RIWKHPVHOYHVDQGWKHSODFHIRUH[DPSOHE\QRWFRPPLWWLQJFULPHVOLYLQJD
KHDOWK\OLIHRUPRUHFRQFUHWHO\QRWVSLWWLQJFKHZLQJJXPRQWKHSDYHPHQW
/|IIOHU KLJKOLJKWVWKDWSXEOLFDJHQFLHVQHHGWRco-designco-manage
co-deliver DQG co-assess WKHLU VHUYLFHV DQG UHVRXUFHV ZLWK WKHLU NH\
VWDNHKROGHUV%DVHGRQDV\VWHPDWLFOLWHUDWXUHUHYLHZRIFRFUHDWLRQDQGFR
SURGXFWLRQ9RRUEHUJHWDO GHVFULEHVFLWL]HQVDVco-implementersco-designersDQGinitiators)XUWKHUPRUHLWLVUHFRJQL]HGWKDWSULYDWHILUPVFDQ
µdo the service¶ RU KDYH DQ µenabling role¶ /|IIOHU 3HVWRII VWXGLHG FKLOGFDUH LQ 6ZHGHQ DQG IRXQG IRXU GLPHQVLRQV RI FRSURGXFWLRQ
economic, social, politicalDQGservice specific participation$OWKRXJKDFWLYH
VWDNHKROGHULQYROYHPHQWLVDWRSLFDOTXHVWLRQZLWKLQSXEOLFJRYHUQDQFHWKHUH
LVVWLOOJUHDWXQFHUWDLQW\DERXWWKHUHODWLYHUROHVRIGLIIHUHQWVWDNHKROGHUVDQG
KRZGLIIHUHQWVWDNHKROGHUVFDQFRQWULEXWHLQWKHFRFUHDWLRQRIIRUH[DPSOHD
VHUYLFH RU FRRSHUDWH WR LPSURYH WKH JHQHUDO TXDOLW\ RI OLIH %RLYDUG
/|IIOHU
169