Limani, Emi a; Hajda i, Labino ; Limani, Ble im; K asniqi, Judi a
A icle
Enhancing s akeholde engagemen : Using he
communica ion pe spec i e o iden i y and enhance
s akeholde communica ion in place managemen
Cogen Business & Managemen
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Sugges ed Ci a ion: Limani, Emi a; Hajda i, Labino ; Limani, Ble im; K asniqi, Judi a (2024) :
Enhancing s akeholde engagemen : Using he communica ion pe spec i e o iden i y and
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Enhancing s akeholde engagemen : Using
he communica ion pe spec i e o iden i y and
enhance s akeholde communica ion in place
managemen
Emi a Limani, Labino Hajda i, Ble im Limani & Judi a K asniqi
To ci e his a icle: Emi a Limani, Labino Hajda i, Ble im Limani & Judi a K asniqi (2024)
Enhancing s akeholde engagemen : Using he communica ion pe spec i e o iden i y and
enhance s akeholde communica ion in place managemen , Cogen Business & Managemen ,
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2383322
Enhancing s akeholde engagemen : Using he communica ion
pe spec i e o iden i y and enhance s akeholde communica ion in
place managemen
emi a limania , labino hajda ib , Ble im limanic and Judi a k asniqib
aCollege o Business adminis a ion, ame ican uni e si y o he Middle eas , Kuwai ; bPublic in e na ional Business College
Mi o ica, Mi o ica, Koso o; cLibe al a s Depa men , ame ican uni e si y o he Middle eas , Kuwai
ABSTRACT
he pu pose o his pape is o c ea e a model based on a dialogical app oach among
ci y b anding s akeholde s using he coo dina ed Managemen o Meaning (cMM)
amewo k. his s udy combines concep ual and heo e ical amewo ks wi h a case
s udy o explo e how he dialogical app oach enhances coo dina ion among
s akeholde s. he indings e eal ha in eg a ing cMM’s communica ion pe spec i e
in o s akeholde analysis p o ides a deepe unde s anding o s akeholde communica ion
and ci y b anding s a egies. his app oach, which includes sha ed meaning, coo dina ed
ac ions, and con ex ual in e p e a ion wi hin s akeholde mapping, esul s in an easily
applicable communica ion model o mul iple s akeholde s in ol ed in ci y b anding
ini ia i es. he pape also o e s p ac ical s eps o ini ia ing and coo dina ing dialogue
among s akeholde s. Fu he mo e, his pape con ibu es o he ield by expanding on
s akeholde mapping based on ele an pilla s o place b anding and u ilizes a case
s udy o illus a e a dialogical app oach by demons a ing he alue o applying cMM
o e ec i e place managemen p ocesses.
s akeholde s a e ecognized as he u mos impo an elemen in place managemen and, espec i ely,
place b and managemen . his ela ionship has been in he in e es o many academics and p ac i ione s,
especially he ones ocusing on u ilizing he s akeholde s’ ole in he ongoing p ocess ha places go
h ough while es ablishing, en iching, o main aining an image. i should be no ed ha he ep esen a-
i es o he s akeholde s belong o a ious indus ies, such as public and p i a e.
in he pas decade, he e has been a g owing body o esea ch ocused on na ion and place b anding
(anhol , 2007, 2008; go e s, 2011). howe e , despi e hese e o s, a consensus ega ding he e minol-
ogy and language used o discuss place b anding as a whole is s ill lacking. hanna e al. (2008) no ed a
shi in he ocus o discussions om ou ism o business and ma ke ing, wi h e ms such as ‘des ina ion’,
‘place’, and ‘loca ion’ being employed di e en ly wi hin hese con ex s.
expanding on he insigh s p o ided by hao e al. (2021), he agmen a ion wi hin he ield o na ion
b anding may ini ially appea as a weakness, leading o challenges in es ablishing a uni ied heo e ical
amewo k. howe e , del ing deepe , one can pe cei e his di e si y as a s eng h. he mul i ace ed
na u e o na ion b anding allows o a mul idisciplina y app oach and me hodologies o be applied,
os e ing inno a ion and adap abili y wi hin he ield. a mo e nuanced app oach. a he han s i ing o
uni o mi y, emb acing di e si y wi hin na ion b anding enables esea che s and p ac i ione s o ailo
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Labino Hajda i labino .s.hajda [email protected] Public in e na ional Business College Mi o ica, Mi o ica 4000, Koso o.
h ps://doi.o g/10.1080/23311975.2024.2383322
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 28 Feb ua y
2024
e ised 28 June 2024
accep ed 15 July 2024
KEYWORDS
s akeholde mapping;
coo dina ed managemen
o meaning; place
managemen ;
communica ion; dialogical
app oach
REVIEWING EDITOR
elika ko d os ami, owan
Uni e si y oh e college
o Business, Uni ed s a es
SUBJECTS
De elopmen
communica ion; Public
ela ions; economics and
De elopmen ; Business,
Managemen and
accoun ing; Ma ke ing;
Ma ke ing
communica ions
2 e. liMani e al.
s a egies and in e en ions ha esona e au hen ically wi h di e se audiences, especially o he ones
coming om ou side o he exis ing geog aphical con ex o na ion b anding esea ch. Mo eo e , he
di icul y in gene alizing conclusions in he ield (hao e al., 2021, p. 64), unde sco es he in icacies
inhe en in na ion b anding e o s, highligh ing he need o con ex -speci ic app oaches ailo ed o
each na ion’s unique iden i y.
ecen s udies ha e begun o explo e aspec s like place b and iden i y, image, and pe sonali y, bu
he e is s ill a need o mo e a en ion on s akeholde engagemen in ci y b anding.
S akeholde engagemen and collabo a ion
s akeholde engagemen in place b anding is one o he mos impo an endea o s, as a ious s ake-
holde s play c ucial oles in shaping a ci y’s b and. he le el o in ol emen and signi icance o s ake-
holde s o en depends on hei willingness o ac . collabo a ion among s akeholde s is necessa y, e en
hough hey o en wo k independen ly owa d he same goal. go e s (2018) emphasized he ole o
collabo a ion among he public sec o , p i a e en i ies, and ci il socie y. howe e , he lack o sus ainable
leade ship in bo h public posi ions and he p i a e sec o poses a challenge o success ul place b anding
e o s.
ac i e s akeholde pa icipa ion is c ucial o o e come he exis ing communica ion gaps among s ake-
holde s. es ablishing an e ec i e s akeholde ne wo k can help b eak ee om he po en ial s a us quo.
schola s and p ac i ione s di e in hei opinions on he ype and oles o in e nal s akeholde s in place
b anding (goles aneh e al., 2022). ne e heless, he posi i e impac o place b anding e o s on ci ies,
egions, and coun ies is undeniable. i becomes impe a i e o os e b and-place associa ions and
encou age meaning ul s akeholde engagemen o d i e posi i e change (Ma iu i & gi aldi, 2020).
Dialogical app oach and case s udy
his pape aims o con ibu e o he concep ual and heo e ical amewo k o ci y b anding by employ-
ing a dialogical app oach. Ou esea ch seeks o enhance he unde s anding o coo dina ion among
s akeholde s in ol ed in ci y b anding by u ilizing a mix o heo e ical concep s and a case s udy.
D awing om Boisen e al. (2018), who desc ibe ma ke ing communica ion as a sende - o- ecei e
ansmission-based s yle, we examine how he municipali y o P ish ina p edominan ly elies on one-way
public communica ion, sha ing ou ine daily ac i i ies and p ojec s.
We acknowledge he need o enhanced coo dina ion be ween s akeholde s in ci y b anding by
adop ing a cMM-based dialogical app oach. his will, in u n, ad ance he unde s anding o s akeholde
engagemen and collabo a ion. he app oach men ioned abo e can also be used o p omo e a mo e
inclusi e and p ac ical app oach o ci y b anding.
Li e a u e e iew
he cu en li e a u e e iew a emp s o iden i y he de elopmen s and challenges ela ed o ci y b and-
ing. i ocuses on i s mul idisciplina y na u e and highligh s he impo ance o unde s anding s akeholde
ela ionships and ci izen in ol emen .
in hei sys ema ic esea ch on a decade-long coun y b anding esea ch, ijani e al. (2024, p. 4)
no iced ha a signi ican po ion, accoun ing o 24 pape s (54.5%), didn’ in eg a e heo e ical ame-
wo ks. con e sely, 14 s udies (31.8%) op ed o concep ual models. he emaining s udies applied heo-
ies like he ‘P oduc -coun y image (Pci) F amewo k,’ ‘ca ego iza ion heo y,’ ‘coun y B anding F amewo k,’
‘Bou dieu sian heo y,’ and he ‘ heo y o easoned ac ion.’ gi en he obse ed lack o in eg a ion o
heo e ical amewo ks in he s udy o place b anding, as highligh ed by ijani e al. (2024), a clea gap
necessi a es applying a heo e ical app oach o coun y b anding. Wi h a signi ican po ion o esea ch
neglec ing heo e ical unde pinnings, u ilizing heo ies like he coo dina ed Managemen o Meaning
(cMM) becomes impe a i e. By acknowledging his gap and building upon exis ing esea ch, ou cu en
pape seeks o ad ance he ield o place b anding, speci ically ci y b anding, by combining concep s
om a communica ion heo y like cMM wi h a p ac ical case s udy, in ou case, s akeholde mapping.
cOgen BUsiness & ManageMen 3
his in eg a ion enhances he concep ual amewo k o ci y b anding endea o s and p o ides aluable
insigh s in o s akeholde communica ion, pe cep ion managemen , and he cul i a ion o ci y iden i ies.
s akeholde communica ion in he con ex o ci y b anding has ga ne ed a en ion wi hin o ganiza-
ional s udies, pa icula ly in managemen li e a u e. ini ially oo ed in p ac ical business s a egies, his
concep e ol ed in o s akeholde heo y, which comp ehensi ely explains he ela ionship be ween o ga-
niza ions and he public (koschmann & kopczynski, 2017, p. 1). cen al o s akeholde heo y is ecog-
nizing he in e dependen ela ionship be ween o ganiza ions and he public, emphasizing he need o
p io i ize public in e es s in decision-making (koschmann & kopczynski, 2017, p. 2). howe e , acha ya
and ahman (2016, p. 299) conduc ed a hema ic e iew on place b anding esea ch whe e hey, among
many indings, poin ed ou ha he s akeholde aspec had ewe a icles men ioning i and hus sco ed
las om all o he iden i ied hemes om 46 e iewed case s udies.
going o wa d, on s akeholde s and ci y b anding, he ques ion a ises: Which s akeholde g oup holds
mo e signi icance? is i he public s akeholde s wi h policy-making powe , p i a e s akeholde s wi h
es ed in e es s, o ci izens esiding in he ci y? adop ing a holis ic app oach enables a deepe unde -
s anding o he inhe en complexi ies in his p ocess. as Pea ce (2007) asse s, all indi iduals a e agen s
con ibu ing o he o ma ion o social wo lds (p. 52). in he con ex o ci y b anding, he impac o
s akeholde s is ine i able, i espec i e o hei in en ions. hus, ega dless o hei espec i e posi ions, all
ci y s akeholde s play a ole, in en ionally o unin en ionally, in shaping he ci y’s image.
in ad oca ing o a mo e inclusi e and p agma ic app oach, we p opose he ac i e s akeholde as a
c i ical componen o a holis ic iew o s akeholde in ol emen in place b anding. schola s such as
ichelieu (2018) and goles aneh e al. (2022) suppo his pe spec i e, emphasizing he impo ance o a
pa icipa o y app oach in place b anding. ichelieu explici ly highligh s he signi icance o inco po a ing
spo s, economic, comme cial, and social dimensions, asse ing ha a pa icipa o y app oach is c ucial o
place b anding ( ichelieu 2018, p. 256). When le e aging spo s as pa o a place b anding s a egy,
public s akeholde s o en adop a mo e holis ic app oach ( ichelieu, 2018).
By examining he exis ing li e a u e, we ind a g owing consensus on he need o inclusi e and pa -
icipa o y app oaches in ci y b anding. engaging a di e se ange o s akeholde s, including public and
p i a e en i ies, is essen ial o shape and p omo e a ci y’s b and e ec i ely. such an app oach acknowl-
edges he in e dependen ela ionship be ween s akeholde s and he impo ance o conside ing mul iple
dimensions in place b anding e o s.
F om now on, his esea ch pape aims o con ibu e o he ield by explo ing p ac ical s a egies and
case s udies ha exempli y he bene i s o inclusi e s akeholde engagemen in ci y b anding.
he e a e wo impo an conclusions acco ding o c ane and li esey (2003) ha one can each when
analyzing li e a u e on s akeholde communica ion. he p ima y conclusion is cha ac e ized by one-way
communica ion which o wo k equi es emendous coo dina ion including managemen and i is inc edibly
ha d o companies o y and impac he meaning ha is c ea ed wi hin each in ol ed g oup o s akehold-
e s. We sugges labeling his ype o s akeholde communica ion as ansmission-based s akeholde commu-
nica ion. howe e , he second conclusion acknowledges he dialogue-based app oach which is mo e e icien
bu equi es a en ion ha has no ye been gi en as i is dese ed. One mus keep in mind complica ions
ha migh de i e om employing he dialogic model i no e ec i ely used, ha is i migh p oduce
unwan ed si ua ions and eedback based on supe icial a gumen s and cynicism. howe e , he dialogic
app oach enables he c ea ion o iche discussions ha migh e en lead o noise ha can con ibu e o he
di ision o people in o smalle g oups (c ane & li esey, 2003). o a oid he p ecisely men ioned si ua ion,
we sugges labeling his ype o s akeholde communica ion as a dialogic-cen e ed app oach which can be
u he expanded h ough he heo y o coo dina ed managemen o meaning (cMM).
Ci y b anding
au ho s hanna e al. (2021) conduc ed a de ailed sys ema ic li e a u e e iew on place and des ina ion
b anding co e ing a wo-yea pe iod (2017–2019) and concluded ha published a icles a e sca e ed in
di e en jou nals om ields such as ou ism, b anding, and ma ke ing (p. 113). addi ionally, among
o he hings, hey a gue ha because o he non- ans e abili y o he indings, being ha mos s udies
ocus on a single-place case s udy, and lack o longi udinal s udies which would be use ul in
4 e. liMani e al.
unde s anding how places e ol e in ela ion o place b anding (hanna e al., 2021, p.114). On he o he
hand, asnawi e al. (2018) ad oca e o a mo e holis ic pe spec i e in he discou se on ci y ma ke ing o
place b anding, emphasizing a sha ed objec i e o cul i a ing a mo e en icing and compe i i e local
communi y o a a ge demog aphic, encompassing bo h isi o s and in es o s.
he exac o igins and g ow h o ci y b anding as a sepa a e a ea o s udy ha e been di icul o de e -
mine. howe e , a s udy by luca elli and Olo Be g (2011) sheds ligh on he imeline o ci y b anding
esea ch. al hough hei esea ch analyzed a icles published om 1988 o 2009, i p o ides insigh in o he
in e disciplina y and somewha heo e ical ounda ions ha ha e shaped he ield’s de elopmen in he las
decade (luca elli & Olo Be g, 2011, p. 9). since hen, he ield has ad anced by add essing bo h heo e ical
and p ac ical needs, especially in add essing he challenges aced by p ac i ione s and ci y b and manage s.
acco ding o Flo ek and insch (2020), local au ho i ies should ake a mo e hands-on app oach o
imp o e ci y b anding by ocusing on enhancing he ci y b and expe ience. Moilanen’s (2015) s udy o
en eu opean ci ies ound ha he e a e common challenges, such as con lic ing ac i i ies by di e en
s akeholde s, concep ual ambigui y, and a ying in e p e a ions o b anding objec i es. in ol ing ci izens
in he ci y b anding p ocess is c ucial, and Moilanen (2015, p. 222) sugges s ha empowe ing ci izens o
become ambassado s o he ci y b and can ha e signi ican bene i s.
Poland has been ex ensi ely s udied in he con ex o place and ci y b anding. esea che s Pawlak
and hajduk (2019) disco e ed ha esiden s o zeszow alued cul u al di e si y, communi y openness,
ole ance, and cul u al ac i i y. simila ly, glińska and go baniuk (2016) s udy ound ha echnical in a-
s uc u e and public se ices played a c ucial ole in shaping he ci y’s image. hese s udies demons a e
he di e se p io i ies o s akeholde s in ci y b anding.
ka a a zis and ashwo h (2006) examined he challenges in ol ed in aligning he in e es s o mul iple
s akeholde s in ci y b anding e o s. hey emphasized he di e en oles o ‘use s’, ‘owne s’, and ‘go e -
no s’ in de e mining a ci y’s image. B and and Mo anges (2011) used B and concep Maps (BcM) o
analyze he pe cep ions o local and in e na ional s uden s abou liege, Belgium, as a uni e si y own.
he s udy e ealed ha he young popula ion, ib an nigh li e, cul u al ameni ies, and supe ma ke s
we e common pe cep ions, while locals had conce ns abou cleanliness and sa e y.
he b anding p ocess o king abdullah economic ci y (kaec) began be o e i was e en buil . in a
s udy by shoaib and kei ani (2015), hey used ac o -ne wo k heo y (an ) o examine how a ious
s akeholde s pe cei ed he p ojec based on hei own socially cons uc ed ideas. he au ho s empha-
sized he impo ance o unde s anding hese pe cep ions be o e he ci y was physically cons uc ed.
Case o ci y b anding P ish ina
koso o decla ed independence in 2008 ( ansey, 2009), making P ish ina one o eu ope’s newes capi al
ci ies. P ish ina is also one o he egion’s mos li ely ci ies, wi h i s you h ul popula ion and h i ing
music scene. acco ding o he koso o agency o s a is ics, as o 2020, he popula ion o koso o was
1,798,188, wi h o e 40% o hem being young people be ween 25-54 yea s old and o e 200,000 li ing
in he diaspo a. he las census was conduc ed in 2011, and P ish ina has a popula ion o 198,897 and
co e s an a ea o 523 km2.
i has been sugges ed ha P ish ina needs o implemen a place managemen /b anding s a egy. he
ci y’s ice mayo , Donje a saha çiu, has con i med his and s a ed ha he communica ion s a egy o
he ci y go e nmen has expi ed and needs o be enewed, along wi h he b anding ki . howe e , hese
documen s ha e no been made a ailable by he o he eam, no a e hey accessible on he o icial
municipali y websi e.
in he pas , he ci y was led by a ha a d g adua e named M . shpend ahme i, who aimed o ans-
o m he ci y’s image and inc ease he e iciency o he municipali y’s ope a ions. howe e , he aced
opposi ion om opposing pa ies in he assembly (Fazliu, 2017). M . Pë pa im ama, a well-known
albanian a chi ec who mo ed om he Uk, succeeded him, and won he mayo al elec ion (B eza , 2021).
cu en ly, he ci y’s o ganog am does no show an ac i e Ma ke ing o ice o place b anding o ice
wi hin he ci y’s s uc u e. wo sec ions, he sec o o public communica ion and he sec o o public
policies, may be ela ed o place p omo ion. howe e , he epo s a ailable on he websi e only con ey
speci ic messages om he municipali y o hei in ended audience.
cOgen BUsiness & ManageMen 5
P ish ina has limi ed compe i ion om o he koso o ci ies ega ding i s place b anding; howe e ,
la ely, he e has been emendous local compe i ion amongs o he capi al ci ies in he egion. as he
capi al ci y, P ish ina has ye o apply any b anding app oach o ecognize i s compe i i e ad an age. he
lis o cul u al, music, and spo s e en s is signi ican om a ious sou ces. howe e , he in o ma ion is
sca e ed wi hin mul iple channels, ei he on he main websi e o he e en o ganize i sel , social media
accoun s, o hos ing companies ha ac i ely unc ion in he ci y. he able below ep esen s a ew b and
elemen s iden i ied in P ish ina ( able 1).
Visi ing P ish ina, one can quickly no ice he u ban li es yle, en e aining and a o dable li e. s ee s
a e always comple e; people a e always on a walk bu ake hei ime. he mos c ucial pa , co ee shops
a e always jam-packed! Blogge s ha e labeled P ish ina a ci y wi h ich co ee cul u e and compa ed i s
co ee wi h i alian co ee. Jo Piazza (2016) claims ha i aly in en ed he macchia o, bu koso o has pe -
ec ed i . Mos co ee/snack places ha e li e music in he e ening ega dless o he session, speci ically
du ing summe ime when he diaspo a also ex ensi ely isi s P ish ina.
Diaspo a has a signi ican ole in he daily unc ioning o P ish ina and adds i sel o he lis o
impe a i e s akeholde s. Mos o koso o’s diaspo a li es in swi ze land, ge many, Usa and a e sca -
e ed wo ldwide (Ma leku, 2013, p. 417). since diaspo a p o oundly p ese es he language and cul-
u e, i s ini ia i es a e welcomed and suppo ed in P ish ina. almos e e y koso a amily has someone
ab oad (Paca, 2015, p.3), and hei i s des ina ion choice is koso a. ano he eason he diaspo a plays
a signi ican ole in P ish ina’s b anding is ha he young diaspo a b ings he bes p ac ices om
ab oad and obliga es P ish ina o o e se ices ha imp o e hei li es, such as cuisine, hospi ali y,
and e en managemen .
he in o ma ion echnology li e acy le el is e y high in P ish ina. schools and Uni e si ies play a
signi ican ole in ha . howe e , he i sec o was imp o ed once p i a e companies s a ed o e ing
p o essional p og ams and p epa ing he young gene a ion o he u u e. since he demand was high,
he numbe o companies also inc eased. he cen e s ha e de eloped an inno a ion hub, echPa k
P ish ina, Ou sou ce p og am, an ic es i al, and educa ional p og ams. hei g adua es a e in high
demand in P ish ina and ab oad. he municipali y o P ish ina hos ed i s la es i con e ence ocusing on
gi ls in i . Pa icipan s spend h ee days sha ing expe iences and expe ise in he sec o o i manipu-
la ed exclusi ely by emale leade s and enginee s (s ikk, n.d.).
ano he example is he koso o in e na ional summe academy, a en-day p og am ha b ings
oge he young indi iduals om ac oss he globe in P ish ina, koso o (hajda i e al., 2024). Du ing his
imme si e expe ience, pa icipan s engage in in o ma i e lec u es and p e-a anged ac i i ies. he aca-
demic segmen o he p og am ea u es es eemed p o esso s om a ious coun ies, as well as lec u es
by poli icians and ep esen a i es o ci il socie y om koso o and he egion. his mul i-pe spec i e
app oach os e s c i ical hinking and builds c edibili y among pa icipan s by ensu ing hey ecei e com-
p ehensi e in o ma ion om di e se angle (hajda i e al., 2024).
S akeholde iden i ica ion amewo k
he numbe o s akeholde s in luencing a place can a y. he ollowing able isualizes he s akeholde s
shaping P ish ina’s place b anding. he lis includes he public sec o , p i a e sec o , and he diaspo a
and i s ho ough desc ip ion is done based on hei manda es, ele an en i ies/depa men s/sec o s,
ini ia i es, and asks ela ed o place b and managemen ( able 2).
Table 1. P ish ina’s b and elemen s.
P ish ina
P oud P ish inali ( o many gene a ions)
B and essence u ban – co ee cul u e, lo s o music spo s.
su ace 523 km2
inhabi an s 198,897
Young popula ion o e 40% o young popula ion be ween age o 25-54
Values ac i e, alen ed, english speaking young popula ion
Li e Food, music, a o dable, diaspo a emi ance
en ep eneu ship i sec o blooming – i ou sou cing se ices
6 e. liMani e al.
Dialogue be ween he municipali y and he p i a e sec o exis s, hus au ho s p opose i s u he
de elopmen h ough he lenses o coo dina ed Managemen o Meaning. Based on he mapping s ake-
holde s in he ci y o P ish ina, we o e a s akeholde engagemen communica ion model o he
Municipali y o P ish ina, he go e nmen o koso o, he P i a e sec o , and he Diaspo a ( able 2):
Table 2. s akeholde iden i ica ion (au ho s).
Municipali y o P ish ina go e nmen o Koso o P i a e sec o Diaspo a
Manda es Fou yea s manda e
h ough elec ion om
he people o bo h he
assembly sea s and he
mayo .
he way how he mayo is
elec ed gi es hem a
highe deg ee o
au onomy.
Fou yea s manda e h ough
elec ion om he people
o he pa liamen who
hen elec he p ime
minis e who has he
main execu i e powe .
he p esiden o he
coun y is also elec ed by
he pa liamen wi h ewe
execu i e powe s.
no manda e, o a ious
companies, om small
en e p ises
( amily-owned) o la ge
anchisees.
Licensees o ope a e in he
p i a e sec o ela ed o
i , cul u e, spo s, e c.
a e p o ided by he
cen al go e nance and
some special pe mission
o unc ion and/o pay
axes in P ish ina.
Mos o hese ypes o
o ganiza ions a e
egis e ed as non o
p o i – ngos.
s ong link be ween
albanian diaspo a and
hei home coun y.
no speci ic manda e, he
las yea s hei
numbe has inc eased
Rele an en i ies/
depa men s/ sec o s
-sec o o public
communica ion
-sec o o public policies
-Di ec o a e o Cul u e:
ou ism sec o
adminis a ion, Ci y
hea e,
Municipali y lib a y
Ci y s adium
na ional ec ea ional pa k
ge mia e c.
• Minis y o Cul u e, You h
and spo s
• Minis y o indus y,
en ep eneu ship, and
ade
• Minis y o o eign a ai s
and diaspo a
Companies ele an :
• i sec o
• Founda ions:
Millennium Founda ion
sunny Hill Founda ion
• Companies egis e ed
as supe b ands Koso a.
Koso o diaspo a is one
o he la ges
pla o ms
• cul u e sec o
• spo sec o
• educa ion sec o
• inno a ion sec o
ge min - connec ing
diaspo a wi h he
homeland.
ini ia i es P e ious wo manda es
wi h he same mayo :
in es ed in ci y’s image,
in as uc u e, and
communi y engaging
ac i i ies.
Manda o s om he local
and cen al go e nance
o he las wo manda es
we e ep esen ed by
di e en poli ical
o ien a ion; ini ia i es in
mos cases we e no
coo dina ed. Cen al
go e nance has bigge
budge o inance and
suppo ac i i ies, bu
only ew ini ia i es a e
eco ded and make
a ailable o he public.
ongoing communi y
included ini ia i es. in
he case o i sec o ,
in e nship o pa ime
jobs, gi ls in i yea ly
con e ence. sunnyhill
Founda ion suppo s
local alen s, all unding
om sunny Hill Fes i al
goes o cha i y.
Millennium ounda ion
ela ed ac i i ies o
sus ainable
De elopmen , ou ism
ela ed ini ia i es.
Koso o in e na ional
summe academy
supe b ands Koso a p oo s
quali y o companied
om a ious ields.
iden i ying young and
success ul alen s
li ing in diaspo a
• ad ocacy and
diplomacy
• diaspo a in es men s
• diaspo a philan h opy
• diaspo a p o essionals
• you h and educa ion
asks ela ed o place
b and managemen
Coope a es wi h he
Cen al go e nance in
de eloping p ojec s in
he ield o cul u e,
ou ism, spo s.
Resea ch and suppo s.
cul u al, music and spo s
e en s.
Hos s and uns
in e na ional e en s:
Mani es a Biennaial,
sunny Hill Fes i al,
Holds egula communi y
engaging ac i i ies
s a e le el campaign: ‘Young
eu opeans’.
Publishes o icial epo s on
he ou ism ends.
De elops ou ism
De elopmen s a egy.
Runs in e nal campaign o
a ac ing mos ly he
diaspo a.
P i a e sec o applies
a ious p omo ion mix
elemen s. Mos
common a e:
• ad e isemen s
(p in ed, b oadcas ed
and digi al)
• sales P omo ions/
sponso ships
• Digi al ma ke ing
– social media
• Public Rela ions/ e en
managemen .Mos o
hem ela ed di ec ly
o hei ield o
in e es / ype o
business, some local
businesses add he
o igin o p oduc
keywo d which makes
i iden i y Koso o
upda ed websi e
F equen ly applying alks,
discussions,
con e ences.
ac i e social media
accoun .
iden i ica ion o he
alen s, p omo ing
hem, inding
indi iduals alues
wi h hei homeland
alues.
Diaspo a school
global albanian You h
ne wo k.
no e: diaspo a ac i i ies
a e no s ic ly
di ided among
albanians li ing
ab oad.
Disclaime : he lis o p i a e sec o and diaspo a ep esen a i es we e chosen om he au ho s as he mo e ele an ones.
a common absence among all men ioned s akeholde s was he a emp o alen a ac ion, alues iden i ica ion, image-building s a egies e c.
cOgen BUsiness & ManageMen 7
1. Municipali y o P ish ina:
he Municipali y o P ish ina should ocus on he ollowing communica ion s a egies:
• es ablish a sec o o Public communica ion esponsible o managing communica ion wi h
s akeholde s.
• De elop a comp ehensi e public policy amewo k and egula ly communica e upda es and p og ess
o he public.
• engage wi h he communi y h ough communi y-o ien ed ini ia i es like in as uc u e de elopmen ,
cul u al e en s, and ec ea ional ac i i ies.
• enhance place b anding by p omo ing s akeholde engagemen inpu s on ou ism, spo s, and cul-
u al ac i i ies.
• Main ain an upda ed websi e and ac i e social media accoun s o dissemina e in o ma ion and
engage he public.
• egula ly publish epo s on u ban ou ism ends and hos egional e en s ocused on
ne wo king.
• coope a e mo e wi h he cen al go e nmen o de elop join cul u al, ou ism, and spo s
p ojec s.
2. go e nmen o koso o:
he go e nmen o koso o should adop he ollowing communica ion s a egies:
• es ablish clea communica ion channels wi h he public, including he Minis y o cul u e, You h, and
spo s, Minis y o indus y, en ep eneu ship, and ade, and Minis y o Fo eign a ai s and Diaspo a.
• Publish o icial epo s on ou ism ends and sha e upda es on he p og ess o ini ia i es.
• De elop a ou ism De elopmen s a egy and un in e nal campaigns o a ac diaspo a membe s.
• implemen a s a e-le el con inuous campaign o eb and he concep o ‘Young eu opeans’ which
was a one-a emp a place b anding.
• Fos e ad ocacy and diplomacy o engage wi h he diaspo a and a ac in es men s and philan-
h opic ac i i ies.
• iden i y and p omo e success ul alen s om he diaspo a h ough a ious ini ia i es and pla o ms.
• Fos e pa ne ships wi h ele an s akeholde s o suppo you h and educa ion ini ia i es.
• De elop ini ia i es o connec wi h he diaspo a beyond a emp s o ha e public ins i u ions named
a e he diaspo a. P ac ical pa ne ships a e needed o p o ide oppo uni ies o diaspo a p o es-
sionals o come and sha e hei expe iences locally.
3. P i a e sec o :
he p i a e sec o in P ish ina should employ he ollowing communica ion s a egies:
• o no s op only u ilizing a ious ad e ising channels o p omo e hei p oduc s and se ices, bu
o eques o be pa o he municipal-led e en s a ge ing he o eign public.
• Main ain ac i e social media accoun s and an upda ed websi e o in e ac wi h cus ome s and p o-
mo e hei businesses.
• conduc alks, discussions, and con e ences o showcase hei expe ise and indus y knowledge.
• collabo a e wi h he municipali y and go e nmen on p ojec s ela ed o i , cul u e, spo s, and
o he ele an sec o s which a e gaining much-needed a en ion egionally and in e na ionally.
• suppo local alen s and communi y ini ia i es h ough ounda ions and cha i y e en s.
• Pa icipa e in ini ia i es like he supe b ands koso a o demons a e he quali y and c edibili y o
hei businesses.
4. Diaspo a:
he diaspo a should ocus on he ollowing communica ion s a egies:
• es ablish pla o ms like ge min o connec wi h he homeland and engage in ad ocacy and
diplomacy.
14 e. liMani e al.
Inclusi e and pa icipa o y communica ion app oach
Building an inclusi e and pa icipa o y communica ion p ocess is essen ial o s akeholde in eg a ion.
s akeholde s should mee in an en i onmen whe e sha ing ideas and pe spec i es wi hou being judged
and whe e eedback is espec ed.
communica ion accommoda ion is sugges ed he e o b idge he gap be ween di e en speech codes
used by public manage s, businesses, and esiden s.
Feedback mechanisms
Feedback mechanisms a e designed o maximize communica ion goals and objec i es by espec ing he
s akeholde s in ol ed. Using a mixed me hodology such as su eys, in e iews, ocus g oups, social
media analysis, and o he o ms o ga he ing and analyzing eedback is ecommended.
an in eg a ed app oach combining s akeholde mapping and communica ion heo y, such as he
coo dina ed Managemen o Meaning (cMM), p o ides a comp ehensi e amewo k o e ec i e ci y
b anding. i enables s akeholde s o de elop a clea amewo k suppo ing he applica ion o communi-
ca ion heo y and s akeholde analysis in eal-li e scena ios. his app oach empowe s s akeholde s o
examine communica ion p ocesses, acili a ing he o ma ion and dissemina ion o he ci y’s b and iden-
i y (Figu e 2).
he implemen a ion o ci y b anding is a ec ed by he go e nance se ing whe e he b anding is
de eloped, and choices made du ing he same p ocess (B aun, 2012). acco ding o eshuis e al. (2017,
p. 931), he dyadic collabo a ion o bo h public manage s and businesses in he p ocess o de eloping
place ma ke ing enables posi i e ou comes on ela ed policies and in making he b anding clea e .
Mo eo e , hey a gue ha he in ol emen o speci ic s akeholde s like public manage s and businesses
can impac place ma ke ing beyond p omo ion by inc easing he chances o impac ing o he policies
ela ed o place ma ke ing (eshuis e al., 2017, p. 931).
including s akeholde s and place ma ke ing con en is signi ican o place b anding. hence, he abili y
o choose a clea b and concep will posi i ely impac place ma ke ing ela ed o speci ic policies such
as spa ial planning o leisu e (eshuis e al., 2017, p. 931). Being able o selec a clea b and concep has
a posi i e in luence on he impac o place ma ke ing on o he policies. in o he wo ds, i he place
b and concep is clea , i will mo e likely be used in spa ial planning and ou ism/leisu e policies.
Figu e 2. adap ed om eshuis e al., 2017. p. 923.
cOgen BUsiness & ManageMen 15
he model (eshuis e al., 2017, p. 931) helps us unde s and he nega i e e ec o miscommunica ion
among he s akeholde s on wha clea b anding concep o choose o ci y b anding.
in conclusion, his esea ch emphasizes he signi icance o es ablishing sha ed meanings among s ake-
holde s o e ec i ely design ci y b anding s a egies. he p ocess in ol es ac i e dialogue, allowing
s akeholde s o unde s and each o he ’s pe spec i es, needs, and expec a ions, educing misunde s and-
ings, and os e ing collabo a ion (see Figu e 2). cen al go e nmen o municipal ins i u ions, as key
s akeholde s wi h mo e esou ces, should ake he lead in p omo ing open and anspa en communica-
ion o c ea e a common g ound o coope a ion.
o align e o s and wo k owa ds sha ed goals, s akeholde s mus coo dina e hei ac ions. Mul i-laye ed
sha ed meanings, de i ed om mul iple pe spec i es, o e a ounda ion o de eloping collabo a i e
p ojec s and ini ia i es o add ess common challenges in ci y b anding and achie e sus ainable ou -
comes (see Figu e 1).
conside ing ha con ex ual complexi y di e s om one pe son o ano he , con ex ual in e p e a ion
becomes i al. Unde s anding and ecognizing he impo ance o cul u al, social, and poli ical con ex s
whe e s akeholde s ope a e will lead o mo e e ec i e communica ion s a egies. ecognizing and
accep ing di e se pe spec i es and s akeholde s’ in e es s and c ea ing oppo uni ies o hem o exp ess
hei iewpoin s will enable hem o con ibu e o he decision-making p ocess.
Fos e ing dialogue h ough a ious channels is essen ial o iden i y and add ess issues du ing ongoing
communica ion. encou aging a lea ning mindse among s akeholde s will acili a e con inuous imp o e-
men and adap a ion. empowe ing s akeholde s wi h ele an in o ma ion and esou ces, along wi h p o-
iding oppo uni ies o ac i e pa icipa ion, ensu es inclusi i y and equi able decision-making in ci y
b anding.
es ablishing all-inclusi e eedback loops enables wo-way communica ion and eal- ime in o ma ion
sha ing o he ci y b anding p ocess. egula ly solici ing eedback om s akeholde s allows o e alua -
ing he e ec i eness o communica ion e o s and making necessa y adjus men s. exclusi i y o da a
should be a oided o main ain an open and anspa en communica ion p ocess.
We a gue ha he success ul implemen a ion o sha ed meaning, coo dina ed ac ions, con ex ual
in e p e a ion, mul iple pe spec i es, dialogue, con inuous lea ning, empowe men , and eedback loops
will con ibu e o a mo e e ec i e and sus ainable ci y b anding p ocess. By wo king oge he and alu-
ing di e se iewpoin s, s akeholde s can c ea e a s onge and mo e uni ied b and o hei ci y.
Implica ions
he esea ch on dialogical communica ion in ci y b anding holds signi ican implica ions o policymake s
(public ins i u ions) and ci y b anding p ac i ione s. Fi s ly, i emphasizes he impo ance o con ex ual
unde s anding in communica ion p ocesses, as highligh ed by schola s such as eshuis e al. (2017) and
hakala (2021). Policymake s and p ac i ione s mus conside a ious con ex ual ac o s, including s ake-
holde in ol emen , mee ing dynamics, and decision-making p ocesses, o ailo communica ion s a e-
gies e ec i ely.
Fos e ing an inclusi e and pa icipa o y communica ion app oach, p omo ed by he communica ion
pe spec i e (Pea ce, 2007, Fe nández-ca ia e al., 2018, ipoll-gonzález & les e , 2018), can be used o
highligh ha ci izen pa icipa ion inc eases commi men o he ci y and posi i ely in luences i s b and.
Mo eo e , i emphasizes he holis ic in ol emen o all ci izens and he need o ailo ed engagemen
s a egies based on demog aphic ac o s. consequen ly, his will help c ea ing en i onmen s whe e
s akeholde s eel com o able sha ing ideas wi hou ea o judgmen p omo es collabo a ion and
in eg a ion.
go e nance se ings signi ican ly impac ci y b anding implemen a ion. collabo a i e e o s be ween
public manage s and businesses can enhance place ma ke ing ou comes and in luence ela ed policies
posi i ely. addi ionally, selec ing a clea b and concep is c ucial o e ec i e place ma ke ing, impac ing
policies like spa ial planning and leisu e.
Fos e ing sha ed meanings among s akeholde s h ough ac i e dialogue is essen ial o designing
e ec i e ci y b anding s a egies. cen al go e nmen and municipal ins i u ions play a i al ole in p o-
mo ing anspa en communica ion o acili a e coope a ion. coo dina ing ac ions, in e p e ing
16 e. liMani e al.
con ex ual complexi ies, emb acing di e se pe spec i es, and os e ing con inuous lea ning a e c i ical
elemen s o sus ainable ou comes in ci y b anding. es ablishing inclusi e eedback loops ensu es ongo-
ing communica ion and e alua ion o e o s, leading o a mo e uni ied ci y b and.
in conclusion, os e ing sha ed meanings among s akeholde s h ough ac i e dialogue is essen ial o
designing e ec i e ci y b anding s a egies. cen al go e nmen and municipal ins i u ions play a i al
ole in p omo ing anspa en communica ion o acili a e coope a ion. coo dina ing ac ions, in e p e ing
con ex ual complexi ies, emb acing di e se pe spec i es, and os e ing con inuous lea ning a e c i ical
elemen s o sus ainable ou comes in ci y b anding. es ablishing inclusi e eedback loops ensu es ongo-
ing communica ion and e alua ion o e o s, leading o a mo e uni ied ci y b and.
Limi a ions
he s udy p oposing he u iliza ion o coo dina ed Managemen o Meaning (cMM) ools o imp o e s ake-
holde communica ion in ci y b anding highligh s se e al cons ain s. Fi s ly, al hough employing cMM p o-
ides a p ac ical me hod, i is c ucial o unde s and ha i is a lexible amewo k. his indica es ha i s
applicabili y can a y based on con ex , po en ially limi ing i s use ulness ac oss di e se ci y b anding sce-
na ios. Fu he mo e, he e ec i eness o cMM in enhancing communica ion hea ily elies on s akeholde s’
willingness and comp ehension o engage in dialogue, which migh only some imes be assu ed.
he his o ical and philosophical ounda ions o he dialogic app oach, which unde lie cMM, p esen
ano he challenge. Despi e schola s ex ensi ely explo ing he heo e ical unde pinnings, he e is a need
o ansla e hese ideas in o p ac ical ci y b anding applica ions. his sugges s ha he s udy may equi e
addi ional e o s o o e ac ionable insigh s o p ac i ione s implemen ing dialogic communica ion
s a egies in eal-wo ld se ings.
ime-in ensi e na u e o dialogic communica ion poses a p ac ical obs acle. as Pea ce and Pea ce
(2000) ci y-wide public dialogue p ojec demons a ed, achie ing a o able ou comes demands signi i-
can ime. his limi a ion aises conce ns abou he easibili y o implemen ing dialogic app oaches wi hin
ime-sensi i e ci y b anding ini ia i es, whe e quick decisions a e o en necessa y.
al hough he s udy acknowledges he impo ance o ecognizing con lic ing iewpoin s, socio-cul u al
di e si y, and na a i es in ci y b anding, i mus p o ide mo e explici guidance on e ec i ely na iga ing
hese complexi ies. By o e ing conc e e s a egies o managing con lic ing pe spec i es, le e aging
socio-cul u al di e si y, and unde s anding s akeholde s’ na a i es, he p oposed app oach could e ec-
i ely os e genuine engagemen and collabo a ion among s akeholde s. hus, while he esea ch may
p o ide heo e ical insigh s, i mus comp ehensi ely add ess p ac ical challenges ci y b anding p ac i-
ione s ace.
E hical app o al
all p ocedu es pe o med in his s udy we e in acco dance wi h he 1964 helsinki Decla a ion and i s la e amend-
men s o compa able e hical s anda ds. he s udy did no equi e any app o al by an e hics commi ee because i
did no in ol e any human pa icipan s.
Au ho s con ibu ions
concep ualiza ion, el. and Bl; Me hodology, el., Bl., lh, Jk; analysis, lh., Jk, Bl, el; in es iga ion, el, Bl., lh. and
Jk; W i ing – O iginal D a P epa a ion, Bl, el, lh., Jk; W i ing – e iew and edi ing, el, Bl, lh., Jk.
Addi ional in o ma ion
co espondence and eques s o ma e ials should be add essed o l.h.
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho s.
cOgen BUsiness & ManageMen 17
Abou he au ho s
Emi a Limani comple ed he Ph.D. a he sou h eas eu opean Uni e si y, e o o, Macedonia in he impo ance o
na ion B anding in he coun y’s image in 2018. cu en ly, D . emi a limani is he Depa men chai o Ma ke ing a
he ame ican Uni e si y o he Middle eas .
Labino Hajda i is a ull- ime assis an p o esso a he Public in e na ional Business college Mi o ica, koso o.
labino is also a pa - ime s a a he collegium ci i as, Poland; Doc o o social sciences in Poli ical science and
Public adminis a ion om he Facul y o Poli ical science and in e na ional s udies, Uni e si y o Wa saw, Poland.
Ble im Limani is an assis an p o esso a he ame ican Uni e si y o he Middle eas , kuwai . he holds a PhD om
sou h-eas eu opean Uni e si y in Public go e nance and adminis a ion (2019) and Ma deg ee om Ball s a e
Uni e si y in O ganiza ional communica ion and De elopmen (2008). he se ed as a communica ion ad ise o
Public ins i u ions in koso o and wo ked as a consul an o di e en public and p i a e o ganiza ions, including
in e na ional o ganiza ions such as WhO. his main esea ch in e es s ocus on in e cul u al and heal h communica-
ion, s akeholde communica ion in place b anding, and o ganiza ional communica ion.
Judi a K asniqi is a ull- ime assis an p o esso a he Public in e na ional Business college Mi o ica, koso o. she
is a Doc o o social sciences in Poli ical science and Public adminis a ion om he Facul y o Poli ical science and
in e na ional s udies, Uni e si y o Wa saw, Poland. Judi a is engaged wi h he ci il socie y sec o in koso o, ocused
mainly on human igh s and he igh s o Women, pa icula ly he economic empowe men o women and he
igh o p ope y and inhe i ance.
Da a a ailabili y
Da a sha ing is no applicable o his a icle as no new da a we e c ea ed o analyzed in his s udy.
Funding
no unding was ecei ed.
ORCID
emi a limani h p://o cid.o g/0000-0003-2478-7613
labino hajda i h p://o cid.o g/0000-0002-3568-0320
Ble im limani h p://o cid.o g/0000-0002-5590-0845
Judi a k asniqi h p://o cid.o g/0000-0001-7821-6379
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