An Analytic Hierarchy Process Approach to Marketing Tools Selection for Science and Technology Parks

Abstract

Research background: Several studies have highlighted the importance of the Science and Technology Parks (STPs) to economic development. The reputation and image of the STPs substantially contribute to the expansion of the parks, which in turn enhances the region’s innovation capacity and economic development. However, there are few, if any, studies conducted to clarify the applicable marketing techniques for the brand promotion of the STPs. Purpose of the article: This study aims to determine and select the most appropriate marketing tools to promote the brand image and the reputation of the STPs in Vietnam, especially in the case study of Quang Trung Software City. Methods: The qualitative and quantitative research methods are used to analyze data collected from 20 participants who are managers and experts working in several disciplines. Moreover, the analytic hierarchy process is implemented to find out the priority of six proposed marketing tools. Findings & Value added: The findings reveal that online and offline marketing channels should be combined to promote the brand image of the STPs effectively. This study pioneers in researching the selection of the techniques for the marketing strategies of the STPs in Vietnam; thus, it contributes to the theoretical implications and managerial practice.

Science Parks and talent attraction : a study on the development of Science Parks

“…Creative and entrepreneurial environments, spaces for events and meetings, and green and leisure areas such as cafes and clubs also contribute to the emergence of new ventures and the attraction of talent (Florida & Mellander, 2015). A Science Park's brand, built mainly through social networks, the internet, and social media, is one of the most valuable assets delivered to tenants Lam et al, 2021;Salvador, 2011).…”

“…When it comes to talent attraction processes developed by Science Parks, studies become even more scarce (Bellavista & Sanz, 2009;Roldan et al, 2018). Talent attraction activities do not necessarily focus on supplying the needs of a particular firm or group of firms directly but may aim to strengthen the Science Park brand and make the environment more attractive for talent and firms Lam et al, 2021;Salvador, 2011).…”

“…Configuration-oriented support, a static business support design (see Autio & Klofsten, 1998), includes offering attractive infrastructure, reinforcing the Science Park's brand, and increasing funding availability (Albahari et al, 2019). The Science Park brand, built mainly through social networks and the internet, is one of the main values Science Parks provide tenants Lam et al, 2021;Salvador, 2011) and helps attract new tenants and talent (Dabrowska, 2011;Felsenstein, 1994). A Science Park's reputation potentially increases the availability of funds as it facilitates the identification of high-quality firms.…”

“…A report from the European Commission (Rowe, 2014) recommends other indicators such as the total and built areas of the Science Park, the number of tenant firms, the number of skilled workers, and the quality of the jobs generated. Some authors also identify partner networks as impacting the performance of Science Parks (Bigliardi et al, 2006; E. K. Guy et al, 1996;Lam et al, 2021).…”

“…In the early developmental stages of Mjärdevi Science Park (MSP), for example, the park experienced a lack of talent and had a shortage of professionals with needed qualifications in its management team. This situation weakened the support for tenant firms and the efforts to establish soft factors such as a prestigious address (Ramírez-Alesón & Fernández-Olmos, 2018;Storey & Westhead, 1994) and branding Lam et al, 2021;Salvador, 2011). Observation yielded the perception that stakeholder involvement in the talent attraction activities developed by MSP management was in constant evolution, and tenant needs concerning talent were revised as the number of firms recruited to MSP increased.…”