Metaxas, T.; Juarez, L.; Gaby, G. Planning and Marketing the City for Sustainability: The Madrid Nuevo Norte Project. Sustainability2021, 13, 2094.
Metaxas, T.; Juarez, L.; Gaby, G. Planning and Marketing the City for Sustainability: The Madrid Nuevo Norte Project. Sustainability 2021, 13, 2094.
Metaxas, T.; Juarez, L.; Gaby, G. Planning and Marketing the City for Sustainability: The Madrid Nuevo Norte Project. Sustainability2021, 13, 2094.
Metaxas, T.; Juarez, L.; Gaby, G. Planning and Marketing the City for Sustainability: The Madrid Nuevo Norte Project. Sustainability 2021, 13, 2094.
Abstract
Madrid Nuevo Norte (Madrid New North) is an urban redevelopment program applied in the city of Madrid in Spain. In relevance with this, the aim of this paper is twofold: firstly, the project examines if Nuevo Norte project is aligned with the principles of sustainability. Secondly, the paper investigates the impact of Nuevo Norte on the application of city marketing strategies in Madrid. For that purposes, questionnaires were distributed through Internet in 122 urban developers and planners located in the Spanish capital. The results indicated that overall, Nuevo Norte contributes in the sustainable development of Madrid; however, concerns were identified regarding the budget and the timeline of the project. In addition, NNMP provides significant opportunities to local authorities to implement sustainable city marketing strategies, aiming to improve the competitiveness and the quality of life in the city of Madrid. To this end, it seems that city marketing, through the construction of Mega projects, should sift to sustainability, ensuring a better life for local residents and communities in general. The research is expected to assist local authorities in Spain to harness the potential of mega projects, such as Nuevo Norte, in designing city marketing strategies and to promote Madrid in an international context as a city that gives emphasis in urban sustainability.
Keywords
city marketing; sustainability; mega project; Nuevo Norte Madrid; research
Subject
Business, Economics and Management, Accounting and Taxation
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
