Use of the florence factor in the process of identifying an Industrial City for the analysis of the marketing strategy of a settlement unit

Abstract

Research objective: The study aims to find a method of identifying an industrial city and analyzing its marketing strategy. It considers the role of manufacturing enterprises and their influence on an industrial city's image and brand and analyses the theoretical relationship for the marketing strategy of a settlement unit. Methodology: The study used a quantitative research method, using the Florence index survey technique, etic orientation. Data from the Central Statistical Office for 230 cities that are not provincial capitals were analyzed. A survey method was used to confirm the results obtained - the research tool is a specially constructed survey questionnaire. Main conclusions: An industrial city is a city where the majority of residents work in industry, the main GDP comes from industry, and this characteristic is dominant in the opinion of the residents. An industrial city is a city where at least 50% of residents indicate industry as the dominant characteristic, while the second most indicated characteristic does not account for more than 25% of respondents. The validity of using the Florence coefficient in identifying an industrial city has been confirmed in empirical studies. Application of the study: An industrial city is a city in which the majority of inhabitants work in industry, the main GDP comes from industry and this character is dominant in the opinion of the inhabitants. An industrial city is a city in which a minimum of 50% of the inhabitants indicate industrialism as the dominant character, while the other character of the city is not indicated by a total of more than 25% of the surveyed respondents. The validity of using the Florence coefficient in identifying an industrial city has been confirmed in empirical studies. Originality/Novelty of the study: The literature on the subject does not address the impact of manufacturing cities on the image and brand of the city. The use of the proposed statistical tool represents a breakthrough in the initial identification of the city's character. Thanks to it, it is possible to adapt the marketing strategy of a territory to real evolutionary changes. This will highlight the qualities valued and formed in the opinions of stakeholders, the most valuable of which will be highlighted.