Personality and place as resources for regional development: Alfred Nobel’s Karlskoga
通过瑞典卡尔斯库加以诺贝尔为品牌核心的案例，研究人格化地方品牌在区域发展中的复杂性和矛盾，探讨其能否兼顾包容性与代表性。
In ‘Alfred Nobel’s Karlskoga’, Sweden, the municipality has placed its most famous former resident at the heart of its economic development strategy. Through an in-depth qualitative case study, we examine the tensions and complexities surrounding this process and fill an existing research gap around personality-based place branding for regional development purposes. The findings suggest that even with a world-famous figure as talisman, personality-based place branding is a complex endeavour where old rivalries, tightknit social structures and economic dependencies makes us question–is it even possible to build a brand that is both inclusive and truly representational of a place?.