The 2023 Vattenfall Prize for best thesis

Carola Strandberg, researcher and lecturer within the research subject Industrial Marketing at Luleå University of Technology, is awarded the 2023 Vattenfall Prize for the best doctoral thesis.

“When I got a call from Johan Dasht, who introduced himself as CEO Vattenfall Hydropower, Nordic Countries, and told me that I was this year’s award winner, I first thought it was a student joking with me. When he started talking about the content of my thesis, I realized that it was real, but I was really surprised as I had no idea that I was nominated in the first place. I am very honoured and grateful for the nomination and to receive this award. It is a very nice recognition that inspires me to continue with my research,” says Carola Strandberg, both happy and surprised.

Thesis about place branding

Carola Strandberg’s thesis on place branding shows, among other things, that the descriptions of a city vary significantly depending on whether it is described as a place to visit or a place to live in. The results show that when market research and place branding campaigns are designed, it is very important to be aware of which perspectives the target group adopts and expresses. With a well-thought-out design, it is possible to both identify and activate a specific identity perspective, for example the ambassador role for the place. More accurate data provides a better basis for well-targeted measures when planning place development activities and more effective market communication. The thesis also highlights how factors, for example, perceived place image, the perceived match between the self-image and the image of residents living in the place, and place attachment, drive residents’ and visitors’ willingness to recommend the place and the likelihood of residents wanting to stay. Upon place branding, it is therefore important to invest in projects and communication that lead to an increased sense of inclusion and cohesion, and ultimately an increased likelihood of positive place recommendations and resident retention.

Good labour market is not enough

“To enable the green transition that is underway in northern Sweden and to build long-term sustainable communities, we must succeed in both retaining and attracting new residents. We need to offer an attractive place both to live in and to visit; it is not enough to offer good work opportunities. Against this background, it has been both interesting and important to focus on this research subject. It is about attracting people to the area, but no less important – to motivate those who already live in what for long has been a depopulated region to stay,” says Carola Strandberg.

The award statement of the jury:

The thesis within the research subject industrial marketing at the Department of Social Sciences, Technology and Arts focuses on place branding. The news value of the thesis is high since Sweden, and especially Norrbotten, faces considerable challenges in attracting new and keeping existing inhabitants. An innovative aspect of special interest is to consider the perspective of the inhabitants to understand how place-related identity aspects can affect behavioural intentions. In her thesis, Carola Strandberg has proven her excellent scientific ability, partly by the four articles and the introductory chapter in the thesis, partly by the very good reputation that she has gained in the scientific community at an early stage of her career.

“Carola Strandberg’s research will provide an important piece to the puzzle to enable the green transition in northern Sweden. Forming attractive societies is not only about creating interesting job opportunities. It is also about forming societies and cities where people want to stay, move to, and live a good life in. We are very proud that Carola has been awarded the 2023 Vattenfall Prize for the best thesis,” says Johan Dasht, CEO Vattenfall Hydropower, Nordic Countries.

About the prize

Vattenfall’s prize is awarded for the best doctoral thesis of the year at Luleå University of Technology. The prize winner should have a doctoral degree at Luleå University of Technology and a thesis with a pass grade within the engineering sciences or the humanities and social sciences. Each head of department may nominate up to three theses for the prize. The prize is awarded at the Academic ceremony.

Carola Strandberg defended her thesis "Through the Looking Glass: An Identity-Based View of Place Branding" on 12 June 2023.

• The thesis in full text: External link, opens in new window.