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Eva Maria Jernsand

Postdoctor

Eva Maria Jernsand
Postdoctor
Marketing
eva.maria.jernsand@handels.gu.se
+46 31 786 1459

Room number: J214
Postal Address: Box 610, 40530 Göteborg
Visiting Address: Vasagatan 1 , 41124 Göteborg


Department of Business Administration (More Information)
Box 610
405 30 Göteborg
www.fek.handels.gu.se
fek@handels.gu.se
Fax: +46 31 786 1466

Visiting Address: Vasagatan 1 , 405 30 Göteborg

About Eva Maria Jernsand

My PhD studies were based on a transdisciplinary research project in Kisumu, Kenya. The project was partly funded by Mistra Urban Futures and their local interaction platform in Kisumu. I worked with other PhD students, practitioners and residents in the fishing village Dunga by Lake Victoria. Our common aim was to develop the place for ecotourism purposes. My research was about understanding and developing participatory place branding. It includes what it is about and how it comes about, and what is needed for place branding and other development work to become participatory. I worked closely with a PhD student from design, Helena Kraff (HDK). We integrated marketing and design to reach community participation and to develop processes, methods and tools together with the local community. The research was both pragmatic and critical. For example, we developed a spiral model of tourism experience innovation where the specific characteristics of experiences are considered. We also discussed who is left out and who has the power in participatory processes. We criticized consensus thinking in place branding since it does not correspond with the multifaceted nature of places or the pluralistic point of democracy and participation. A lot of the work focused on understanding transdisciplinary research, since it is based in a developing country in a project where research and practice were intertwined and where several disciplines were involved.

I am now involved in a maritime development project in Bohuslän, where I study the development of an innovation arena for maritime tourism. The project is partly EU-funded. An innovation arena can be seen as part of the expected outcome of the project, i.e. "a model for the future development of the maritime business community in Bohuslän, and create enhanced cooperation on issues such as transport, ports and business development." The innovation arena can be in the form of clusters/networks, collaborations on specific packages or products, or physical venues, what can be called test beds or "living labs". It can also be a way to work with common tools, strategies or definitions. The actors may be researchers, the public, private and non-profit sectors.

Page Manager: Malin Tengblad|Last update: 6/29/2016
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