Promotion management of the region on the example of selected local initiatives
Authors:   Jan Kochanowski University in Kielce, Predygier Agnieszka 
Published: September 2023

Purpose: The aim of the article was to answer the following questions: Does the promotion of local initiatives influence the popularization of the region? How does the cooperation of inter organizational stakeholders affect the development of the region? How do local initiatives promote the Świętokrzyskie region? What is the role and importance of stakeholders in creating local initiatives? What are the effects of inter-organizational relations in the described examples of local initiatives? Design/methodology/approach: The article uses the case study research method, which seems to be interesting and little known local initiatives to promote the Świętokrzyskie region, and refers to the concept of regional management in terms of the "blue ocean strategy" (e.g. building relationships and inter-organizational cooperation). Findings: The article presents examples of good practice used by municipal managers in the Świętokrzyskie region. These examples best reflect the competitive success of the implemented "blue ocean" strategies based on cooperation between stakeholders, searching for common values and building inter-organizational relationship networks as a key element of competitive advantage. Practical implications: Managers of the region can apply a blue ocean strategy based on regional partnership, building inter-organizational relationship networks and inter organizational collaboration. When creating a new strategy, mayors, starosts and marshals should apply actions to increase competitive advantage. Social implications: A strategy based on the values of partnership and cooperation consists in: observing alternative strategic solutions of other regions, educating them, applying various strategies, reprogramming the thinking of the local society (e.g. not only communication routes are important, but also ecological behaviours), creating solutions favourable for the development of the municipality (e.g. a common sewage treatment plant, health resort), each of which will have the benefit of creating new solutions, accepting innovations, distinctive features, shaping external trends (e.g. the Park of Miniature World Buildings in Krajno). Originality/value: The article is recommended to region managers (mayors, starosts, marshals) who are looking for a strategy to increase the region's competitiveness. The article constitutes an innovative solution for the application of the "blue ocean strategy", which so far has been described only in the case of enterprises. The article is a guide for "region managers" who build a strategy of competitiveness based on inter-organizational cooperation and activate stakeholders to create local initiatives. The competitive success of two local initiatives in the Świętokrzyskie Voivodeship is for them a source of research, analyses as well as a guide to good practice. The article presents the implementation of the "blue ocean strategy" in an original way, by promoting the role of the region's stakeholders. Keywords: promotion management of the region, stakeholders as change leaders, local initiatives, inter-organizational relations. Category of the paper: Studies, point of view.