FrameworkFramework  Type of Interaction

(Warnaby et al. 2002)Formal Informal Initiative Specific

Horizontal Membership of individual place marketing agency steering groups Membership of local regeneration partnerships

Sharing of information Participation in local networks Participation in local “Ambassadors” schemes

Organization of marketing events

Vertical Participation in extra-local agencies

Participation in regional networks Participation in creation of sector clusters for targeted industries on a regional basis

Participation in regional initiatives

Outcomes/Success FactorsIntentions

Sinapuelas and Gaglio, “Small Business Intentions to Participate in Ad-hoc Coordinated Marketing Programs”

Research ProgramResearch Program• Pretest

o Survey of attitudes, intentions, etc.

• Dreamforce 2013o Social Media Contest for Fillmore Districto Provided Marketing materialso Display collateral materials

• Post Testo Survey

Sinapuelas and Gaglio, “Small Business Intentions to Participate in Ad-hoc Coordinated Marketing Programs”

ResultsResults

Attitudes

Social Norms

Perceived Behavioral Control

Intentions

significant

correlation

significant correlation

insignifica

nt

corre

lation

Sinapuelas and Gaglio, “Small Business Intentions to Participate in Ad-hoc Coordinated Marketing Programs”