Olga Rauhut Kompaniets

Halmstad University · School of Business Innovation and Sustainability

This paper aims to explicate and discuss the main methods of measuring the effects of place marketing. Rather than favouring one method over another a priori, we seek to understand each method on its own terms in order to illuminate key assumptions and hypotheses. Additionally, we compare and contrast the different methods to reveal areas of logica...

Purpose The purpose of this study is to discuss the opportunities for and challenges faced in the development of a wine sector in a nascent wine country, as well as the necessary requirements for the creation of sustainable competitive advantages (SCA), using Sweden as an example. Design/methodology/approach Content analysis of previous research b...

This chapter aims at discussing the role of wine festivals in Swedish wine tourism marketing. Sweden is a new wine producing country, starting in 1999 with an EU production quota of 250,000 litres per annum. The conceptual framework is based on the Tourism Destination Life Cycle and Experience Economy model. Contrary to most other studies on wine f...

This research focuses on the significance of place experiences in shaping effective place branding strategies. It introduces a novel method that leverages social media data analytics to uncover and understand place experiences, addressing the challenges of capturing these elusive experiences. The study examines the 20 major cities in the Nordic reg...

This chapter discusses the use of social media (SM) and trust-building in the marketing of two emerging wine countries, Poland and Sweden. Hitherto, research on social media usage in the wine sector focuses on established wine producers and wine tourism destinations in the major wine-producing countries. Moreover, research on trust-building in onli...

This research consists of two core aspects aimed at enriching the effectiveness of place branding strategies. The first segment highlights the significance of place experiences in shaping compelling place brands. It introduces an innovative methodology that employs social media data analytics to comprehend these influential yet transient moments. T...

Place branding caught significant attention both among researchers and practitioners in the last decades, moving from corporate branding and marketing concept to a more multidisciplinary approach. Being an influential part of new public management, urban planning, and governance place branding concept became more complex and broader. Place branding...

The tourism sector, including wine tourism, heavily depends on technological advancements for its operations, survival but also competitiveness. Wine producers and representatives of wine destinations use social media to provide target audiences with updated and relevant information about their products and activities. Previous research on the use...

Using personality association is a well-known instrument in place branding. Starting with a “Gaudí gambit” and Barcelona, different places are constantly in search for successful individuals who has an attachment to the place. Some categories of “place celebrities”, such as writers, artists, musicians, and sportsmen, are proven to be more suitable...

Innovation is the most relevant lever for enterprises to increase the business efficiency and competitiveness; the technological component of innovation, more specifically, has become in recent years ever more focused on digitalization, even in terms of disruption. This trend has been much more evident with the COVID-19 pandemic, which has forced t...

For time being, a universally accepted definition of place marketing is missing. One of the most cited definitions is “the coordinated use of marketing tools supported by a shared customer-oriented philosophy, for creating, communicating, delivering, and exchanging urban offerings that have value for the city's customers and the city's community at...

This chapter discusses the role of social media and citizen initiatives in tourism marketing to promote the city of Lund as a cultural-historical destination. 'Destination Lund Sweden' is a bottom-up response by residents to the politically controlled local tourism office's attempts to involve residents in top-down activities and their dismantling...

Nowadays, not only countries but also cities and regions communicate directly with residents in other countries using public diplomacy. Public diplomacy includes all official efforts to convince targeted sectors of foreign opinion to support or tolerate the strategic objectives of the government of a state, region or city. By branding your place to...

This chapter discusses the role of social media and citizen initiatives in tourism marketing to promote the city of Lund as a cultural-historical destination. 'Destination Lund Sweden' is a bottom-up response by residents to the politically controlled local tourism office's attempts to involve residents in top-down activities and their dismantling...

The trajectories of place marketing lead to product and service marketing (Vuignier, 2017); product marketing tools and strategies were applied as a promotional activity for destination tourist attraction (Kavaratzis, 2012). The increasing global competition between places (e.g. cities, regions, rural areas, countries etc.) however caused a reactio...

According to research, the most challenging and influencing factor for the world wine sector is a climate change (Säfwenberg, 2019; Crouch, 2015; Hultgren Karell, 2015; Rowlands, 2013; Smith & Bentzen, 2011). While it causes negative effects to the Old World wine regions, it stimulates and enables viticulture in cool climate wine countries bringing...

Starting in 1999, Sweden officially entered the EU wine sector with a quota of 250,000 litres p.a. Since then, the Swedish wine sector, predominantly located in southern Sweden, has commercialised and become a market in the agricultural area. As in other wine producing countries, the Swedish wine sector is dominated by family-owned businesses. It i...

Literary tourism is a type of cultural tourism that deals with places and events from fictional texts as well as the lives of their authors. This could include following the route taken by a fictional character, visiting particular place associated with a novel or a novelist. This kind of tourism has received little attention in research. Most atte...

Background. While New York Times and Vogue described Lund and the southernmost region in Sweden as an undiscovered pearl waiting to be explored, the local tourism office of Lund asked tourists to go to visit places outside Lund. This is not due to a huge and steady flow of tourists visiting the city of Lund. Lund is one of the oldest town in Scandi...

This paper aims to explicate and integrate the main methods of measuring the effects of place marketing. We begin by examining simple linear cause-effect methods, then to move on to methods measuring e.g. customer equity and consumer satisfaction. Rather than favouring one method over another a priori, we seek to understand each model on its own te...

This paper discusses how immigrant entrepreneurship impacts regional development. Three towns in Western Sweden are analysed, using unique data on company start-ups at a local level. The findings suggest that immigrant entrepreneurs are overrepresented in the start-ups of labour intensive and low productive businesses in the service sector. Such en...

The lack of accessibility to markets determines the absolute and relative competitiveness of peripheral regions. The combination of low population density and huge distances makes it difficult to achieve any economies of scale in terms of service provision, transport, ICT etc. in (spatially) peripheral regions. The concept of 'aspatial peripheralit...

Rauhut Kompaniets, O. (2017) “Customer Loyalty Programs for Swedish Retail. How Many Loyalty Clubs are you member in?” Trade Management. Image-Media. 2017, No. 6:14-19 [Original title: Раухут Компаниец О. (2017) ”Карты лояльности и лояльность покупателей в Швеции. А в скольких клубах лояльности состоите вы?” Управление магазином, 2017, No. 6. С.1...

This paper discusses how immigrant entrepreneurship impacts regional development. Three towns in Western Sweden (Trollhättan, Uddevalla and Vänersborg) are analysed by using unique data on company start-ups at a local level. This data contain information on the Swedish equivalent of the EU Nace rev 2 classification of branches as well as on the ori...

This paper promotes a theoretical discussion on the applicability of city marketing techniques when place marketing a rural area. The discussion focuses on the preconditions for successful place marketing in both cities and rural areas, illustrating how place marketing needs to be applied to be successful. The findings suggest that rural areas diff...

This paper aims at theoretically discuss the applicability of city marketing when place marketing a rural area. The discussion focuses on what the preconditions for successful place marketing is in cities as well as in rural areas, and then display how place marketing needs to be applied to be successful. The findings suggest that rural areas diffe...

Rauhut Kompaniets, O. (2015) “Marketing Communication in Retail: Swedish Practice” Trade Management. Image-Media. 6:2015 [Original title: Раухут Компаниец О. Маркетинговые коммуникации в розничной торговле: Опыт Швеции \\ Управление магазином. – 2015. - №6. – С.31-36]

Rauhut Kompaniets, O. (2014) “Shopper insights: Is It a New Trend or a Traditional Retail Marketing Tool? (Swedish Experience)” Trade Management. Image-Media. 7:2014 [Original title: Раухут Компаниец О. Shopper insights: новый тренд или традиционный инструмент торгового маркетинга? (Опыт Швеции) \\ Управление магазином. – 2014. - №7. – С.26-30]

Rauhut Kompaniets, O. (2013) “Development Features of Place Brand-Platform”, Conference Proceedings, 12th International Scientific and Practical Conference Partnership of Business and Education in the Regional Innovation Development, Tver, Russia, December 12, 2013 [Original title: Раухут Компаниец О. (2013) “Особенности разработки бренд – платформ...

The place marketing concept is one of the most popular concepts used in the analysis and promotion of countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most studies on place marketing focus on unique selli...

The place marketing concept is one of the popular concepts to analyze and promote countries, regions, cities and towns. The intensification of competition for investment, tourism and human resources among European cities and towns has increased the importance of being unique. Most of studies on place marketing however focus on the unique selling po...

Kompaniets, O. (2012) “Place Brand-building: How to Identify the Target Audience” Conference Proceedings, 11th International Scientific and Practical Conference Partnership of Business and Education in the Regional Innovation Development, Tver, Russia, December 12, 2012 [Original title: Компаниец О. (2012) ”Особенности выявления целевой аудитории...

Methods of Phased Transition to Marketing-oriented Management for Retail Trade Companies. Tver: Tver Campus of MESI. 160p. Keywords: marketing-oriented management, retail marketing [Original title: Компаниец О.С. Методика поэтапного перехода предприятий розничной торговли к маркетинго-ориентированному управлению: Монография. – Тверь: Тверской фили...

Kompaniets, O. (2012) “Marketing-oriented Management in Retail as an Innovative form of Retail Development” Conference Proceedings, 4th International Scientific and Practical Conference Management Model for Knowledge-based Economy, Moscow, Russia, May 15, 2012 [Original title: Компаниец О. (2012) “Внедрение маркетинго-ориентированного управления...

Kompaniets, O. (2012) “Using the Basic Branding Laws for City-Brand Development” Conference Proceedings, 14th Russian National Scientific and Practical Conference Management, Finance, Law: Trends and Prospects in the Innovation Economy, Tver, Russia, April 12, 2012 [Original title: Компаниец О. (2012) ”Особенности применения основных законов брен...

Danchenok, L. and Kompaniets, O. (2012) “Marketing-oriented Management in Retail: Assessment Methodology of the Implementation' Effectiveness”, Conference Proceedings from the First Russian National Innovative Scientific and Practical Conference Modern Retail Trade: Theory, Practice and Development, Moscow, Russia, March, 2012 [Original title: Да...

Kompaniets, O. (2012) “Marketing Innovations Development in Retail Trade” Conference Proceedings, 4th Russian National Scientific and Practical Conference with International Participation Comprehensive Modernization and Innovative Development of the Russian Economy, Tver, Russia, February 14, 2012 [Original title: Компаниец О. (2012) ”Развитие ма...

Kompaniets, O. and Stepanova, S. (2011) “Image Component in Tourism Development” Conference Proceedings from the 2nd Interregional Scientific and Practical Conference Development Strategies in Regional Touristic Complex, Konakovo, Russia, November 24, 2011 [Original title: Компаниец О.С., Степанова С.В. Имиджевая составляющая развития туризма //...

Kompaniets, O. and Stepanova, S. (2011) “Tourism Sector as a Perspective Direction of Social and Economic Development for Russian Regions” Conference Proceedings, 10th International Scientific and Practical Conference Partnership of Business and Education in the Regional Innovation Development, Tver, Russia, October 27, 2011 [Original title: Компа...

Kompaniets, O. (2011) “Diagnostics of Marketing Orientation Level in Retail Management” Marketing News. Image-Media. 2011, No. 6:34-38 [Original title: Компаниец О. (2011) ”Проведение диагностики уровня маркетинговой ориентации управления на предприятиях розничной торговли” Новости маркетинга. 2011, No. 6. С.34 – 38]

Kompaniets, O. (2011c) “Development of Marketing-oriented Management Model in Retail for Innovative Economy” Conference Proceedings, 4th International Scientific and Practical Conference of Students, Postgraduates Students and Young Scientists Modern Innovative Technologies and Challenges of Sustainable Society Development, Minsk, Belarus, May 20,...

Kompaniets, O. (2011) “Marketing-oriented Management: Implementation Process in Retail” Marketing News. Image-Media. 2011, No. 5:6-11 [Original title: Компаниец О. (2011) ”Маркетинго-ориентированное управление: процесс внедрения на предприятиях сферы ретейла” Новости маркетинга. – 2011, No. 5. С.6 – 11]

Kompaniets, O. and Stepanova, S. (2011) “Creating a Positive Image as an Essential Part of the Regional Touristic Brand’ Positioning”, Conference Proceedings, 13th Russian National Scientific and Practical Conference Management, Finance, Law: Trends and Prospects in the Innovation Economy, Tver, Russia, April 7, 2011 [Original title: Компаниец О....

Kompaniets, O. (2011) “Classification of Retail Companies According to the Marketing-oriented Management”, 6th International Scientific and Practical Conference Development Trends of Modern Information Technology, Models of Economic, Legal and Managerial Systems, Ryazan, Russia, March 30, 2011 [Original title: Компаниец О. (2011) ”Классификация п...

Kompaniets, O. (2011) “Marketing-oriented Management in Retail Companies” Marketing News. Image-Media. 2011, No. 3:32-36 [Original title: Компаниец О. (2011) ”К вопросу о применении маркетинго-ориентированного управления на предприятиях розничной торговли” Новости маркетинга. 2011, No. 3. С.32 – 36]

Kompaniets, O. (2011) “Marketing-oriented Management as Retail Innovation Development”, IDO science: Innovation. Development. Outsourcing, 2011, No. 1(3), pp.69-72 Keywords: marketing-oriented management, retail marketing, retail innovations [Original title: Компаниец О. (2011) ”Концепция маркетинго-ориентированного управления как форма инновацион...

Kompaniets, O. (2011) “Marketing Challenges in Retail” Trade Management. Image-Media. 2011, No. 2, pp.20-24 [Original title: Компаниец О. (2011) ”Проблемы маркетинговой деятельности в розничной торговле” Управление магазином. 2011, No. 2. С.20 – 24]

Kompaniets, O. and Stepanova, S. (2011) “Regional Tourism Branding as a Factor of Modern Tourism Development: Cases of Tver Region and Republic of Karelia, Russia”, Tourism: Problems and Development Prospects. Petrozavodsk, Karelian Academy of Science, 2011 Keywords: place marketing, place branding, tourism development [Original title: Компаниец О...

Kompaniets, O. (2010) “Marketing-oriented Management in Strategic Management of Retail Companies: The Implementation Algorithm”, Conference Proceedings, 13th International Scientific and Practical Conference Marketing and Economy Modernization, Yaroslavl, Russia, November 3, 2010 [Original title: Компаниец О. (2010) ”Алгоритм внедрения маркетинго-...

Kompaniets, O. (2010) “Marketing-oriented Management: The Definition for Retail”, Conference Proceedings, 9th International Scientific and Practical Conference Partnership of Business and Education in the Regional Innovation Development, Tver, Russia, October 28, 2010 [Original title: Компаниец О. (2010) “Маркетинго-ориентированное управление на пр...

Kompaniets, O. and Stepanova, S. (2010) “Marketing Innovations in Tourism Sector”, Conference Proceedings, 9th International Scientific and Practical Conference Partnership of Business and Education in the Regional Innovation Development, Tver, Russia, October 28, 2010 [Original title: Компаниец О., Степанова С. (2010) ”О применении маркетинговых...

Kompaniets, O. (2010) “Retail Marketing Innovations: The case of Tver Region”, IDO science: Innovation. Development. Outsourcing, 2010, No. 1, October, pp. 50-53 Keywords: marketing-oriented management, retail marketing, retail innovations [Original title: Компаниец О. (2010) ”Особенности применения маркетинговых инноваций предприятиями розничной...

Kompaniets, O. (2010) “The Definition of Marketing-oriented Management in Retail Trade”, Conference Proceedings, 16th International Scientific and Practical Conference Modern Problems of Economy, Management and Marketing, Nizhny Tagil, Russia, June 4-5, 2010 [Original title: Компаниец О. (2010) ”Определение маркетинго-ориентированного управления п...

Kompaniets, O. (2010) “Marketing-oriented Management in Retail: Features and Patterns of Scientific Development”, Conference Proceedings, 2nd International Scientific and Practical Conference Management Model for Knowledge-based Economy, Moscow, Russia, May 21, 2010 [Original title: Компаниец О. (2010) ”Особенности и закономерности развития научн...

Kompaniets, O. (2010) “Creating the Competitive Advantages for Retail Companies”, Conference Proceedings, Regional Scientific and Methodological Conference Problems of Engineering and Socio-Economic Education in Technical Universities Due to Modernization of Higher Education System, Tyumen, Russia, 2010 [Original title: Компаниец О. (2010) ”Особенн...

Kompaniets, O. (2010) “Challenges and Dilemmas of Marketing-oriented Management Concept”, Conference Proceedings, 11th Russian National Scientific and Practical Conference Youth. Education. Economics, Yaroslavl, Russia, April 27, 2010 [Original title: Компаниец О. (2010) “Проблемы концептуализации маркетинго-ориентированного управления” Сборник н...

Kompaniets, O. (2010) “Innovative Marketing as a Basis for Tver region’s Competitiveness Development”, Conference Proceedings, Russian National Scientific and Practical Conference Modern Problems of Innovative Economy of Russian Regions: Theoretical and Practical Aspects, Derbent, Russia, April 23-24, 2010 [Original title: Компаниец О. (2010) ”Инно...

Kompaniets, O. (2010) “The Evolution of Marketing-oriented Management in Retail”, Conference Proceedings, 12th Russian National Scientific and Practical Conference Management, Finance, Law: Trends and Prospects in the Innovation Economy, Tver, Russia, April 22, 2010 [Original title: Компаниец О. (2010) ”Эволюционные аспекты концепции маркетингово...

Kompaniets, O. (2010) “Marketing-oriented Management in Retail: Classification of Marketing Functions”, Director of Marketing and Sale, 2010, No. 2:15-22 Keywords: marketing-oriented management, retail marketing, marketing functions [Original title: Компаниец О. (2010) ”Классификация маркетинговых функций предприятий торговли в соответствии с кон...

Kompaniets, O. (2009) “Marketing-Mix for Retail”, Conference Proceedings, International Scientific and Practical Conference Actual Problems of Management and Marketing in Changing Environment, Moscow, MESI, Russia, December 22, 2009 [Original title: Компаниец О. (2009) ”Проблема трансформации комплекса маркетинга в сфере розничной торговли” Материа...

Kompaniets, O. (2009) “Measurement of Marketing-oriented Management Level in Retail”, Conference Proceedings, 12th International Scientific and Practical Conference Marketing in an Unstable Economy, Yaroslavl, Russia, December 17, 2009 [Original title: Компаниец О. (2009) ”Диагностика уровня маркетинговой ориентации управления компаний розничной то...

Kompaniets, O. (2009) “Marketing-oriented Management Concept as a Basis for Competitive Advantage for Retail Company”, Conference Proceedings, 5th Interuniversity Scientific and Practical Conference Information Society and Actual Problems of Economic, Humanitarian, Legal and Natural Sciences, Ryazan, Russia, 2009 [Original title: Компаниец О. (2009...

Kompaniets, O. (2009) “The Marketing Activity Features in Retail: The Case from Tver region”, Conference Proceedings, 8th International Scientific and Practical Conference Partnership of Business and Education in the Regional Innovation Development, Tver, Russia, October 27, 2009 [Original title: Компаниец О. (2009) ”Особенности организации маркети...

Kompaniets, O. (2009) “Modern Marketing Communications in Crisis”, Conference Proceedings, 3rd International Scientific and Practical Conference Integrated Communications: Current Problems and Innovative Technologies, Chelyabinsk, Russia, October 29-30, 2009 [Original title: Компаниец О. (2009) ”Современные маркетинговые коммуникации в условиях к...

Kompaniets, O. (2009) “The Method of Phased Transition to Marketing-oriented Management: the case of Retail Chain Company "White Dance", Tver, Russia”, Conference Proceedings, International Scientific and Practical Conference Management Model for Knowledge-based Economy, Moscow, Russia, May 21, 2009 [Original title: Компаниец О. (2009) ”Внедрение м...

Kompaniets, O. (2009) “Marketing Activity in Small and Medium-sized Retail Companies in Tver Region”, Conference Proceedings, 10th Russian National Scientific and Practical Conference Youth. Education. Economics, Yaroslavl, Russia, April 26, 2009 [Original title: Компаниец О. (2009) ”Проблемы организации маркетинговой деятельности в компаниях малог...

Kompaniets, O. (2009) “Marketing Activity Development in Small and Medium-sized Companies in Tver”, Conference Proceedings, Regional Scientific and Practical Conference Problems of Engineering and Socio-Economic Education in Technical Universities Due to Modernization of Higher Education System, Tyumen, Russia, 2009 [Original title: Компаниец О....

Kompaniets, O. (2009) “Relationship Marketing as a Recent Stage of Marketing Concept Development”, Accounting, Analysis and Modern Management, 2009, pp.96-101 Keywords: marketing concept, relationship marketing, retail [Original title: Компаниец О. (2009) ”Маркетинг партнерских отношений как современный этап развития концепции маркетинга”, Актуал...

Kompaniets, O. (2009) ”Marketing-oriented Management in Retail. Marketing Functions, Development and Classification”, Regional Economics, 2009, No. 28, pp.61-67 Keywords: marketing-oriented management, retail marketing, marketing functions [Original title: Компаниец О. (2009) ”Разработка современной классификации маркетинговых функций компаний сог...

Kompaniets, O. (2009) “Retail Marketing: The Correlation between Marketing Functions and Retail Performance Index”, Russian Entrepreneurship, 2009, No.9, pp.52-56 Keywords: marketing-oriented management, retail marketing, retail performance, marketing functions [Original title: Компаниец О. (2009) ”Особенности взаимосвязи маркетинговых функций ко...

Kompaniets, O. (2009) “Marketing Activity Development in Retail Companies in Tver”, Herald of Belgorod University of Consumer Cooperatives, 2009, No. 3:357-364 Keywords: marketing-oriented management, retail marketing [Original title: Компаниец О. (2009) ”Особенности организации маркетинга на предприятиях розничной торговли г. Твери”, Вестник Бел...

Kompaniets, O. (2008) “Organisational Management Changes according to Marketing-oriented Management: Case of the Tver region business”, Conference Proceedings, 11th International Scientific and Practical Conference Marketing in Innovational Organisation Development, Yaroslavl, Russia, December, 2008 [Original title: Компаниец О. (2008) ”Изменение...

66. Kompaniets, O. (2008) “Marketing-oriented Management Concept: Organisation Management Changes”, Conference Proceedings, 7th Russian National Scientific and Practical Conference Regional Social, Economic and Innovative Development, Tver, Russia, October 26, 2008 [Original title: Компаниец О. (2008) ”Проблема трансформации структуры управления ор...

Kompaniets, O. (2008) “The Cross-functional Coordination as an Essential Component of Marketing-oriented Management”, Conference Proceedings, 8th Regional Scientific and Practical Conference Social and Economic Aspects of Regional Development, Tver, Russia, May, 2008 [Original title: Компаниец О. (2008) ”Усиление роли межфункциональной координаци...

Kompaniets, O. (2008) “Marketing-oriented Management Formation for the Modern Society”, Conference Proceedings, Russian National Scientific and Practical Conference Actual Problems of Construction, Ecology and Energy Conservation in Western Siberia, Tyumen, Russia, 2008 [Original title: Компаниец О. (2008) ”Проблема становления концепции маркетинг...

Kompaniets, O. (2008) “Retail Marketing: The Conceptual Dilemma ”, Effectiveness of Organisations: Factors, Indicators, Processes, 2008, pp.32-44 Keywords: retail marketing, marketing organisation, marketing activity [Original title: Компаниец О. (2008) ”Концептуальные проблемы организации маркетинговой деятельности на современном предприятии”, Эф...

"Marketing-oriented management in retail companies: The adjustment dilemma". Under modern market conditions the content of factors influencing the function of marketing -the level of environmental predictability, competition, quality and degree of production innovation - changes. In this connection a shift to adequate forms of marketing is necessar...

Kompaniets, O. (2007) “Marketing Functions in Russian Retail”, Conference Proceedings, 6th International Scientific and Practical Conference Through Educational Innovations to the Regional Economic Growth, Tver, Russia, December 20, 2007 [Original title: Компаниец О. (2007) ”Проблема классификации маркетинговых функций современного российского пр...

Kompaniets, O. (2005) “Marketing Function and Organisational Function: The Correlation Problems for Retail”, Economic Theory and Crisis Management, Moscow, MESI, 2005, pp.48-60 Keywords: retail marketing, marketing functions, marketing organisation [Original title: Компаниец О. (2005) ”Проблемы взаимосвязи маркетинговой функции с другими функциями...