Place-based value co-creation has become imperative for regions aiming to enhance competitiveness and cultural vitality in the knowledge economy era. This paper investigates the crucial role of universities in engaging stakeholders for place branding within the Creative and Cultural Industries (CCIs) ecosystem. Through a comprehensive literature review and qualitative data analysis, the study addresses the gap in understanding how universities interact with stakeholders and contribute to value co-creation in place branding.

The literature review highlights the significance of stakeholder engagement in place branding and underscores the pivotal role of universities in fostering economic, social, and cultural growth within dynamic ecosystems. Drawing on empirical data from the city of Pori, Finland, the study explores the multifaceted roles of universities, categorizing them as scene-setters, matchmakers, and co-creators in stakeholder engagement and value co-creation processes.

Findings reveal that universities act as scene-setters by offering platforms for stakeholder interaction and mutual understanding, thereby shaping the identity and narrative of a place. They serve as matchmakers by facilitating knowledge-sharing and networking among diverse stakeholders, contributing to strategic engagement in place branding efforts. Additionally, universities assume a co-creator role by actively participating in concrete value co-creation activities, such as developing digital solutions and fostering innovation in collaboration with stakeholders.

The paper concludes by emphasizing the importance of universities in driving place branding initiatives and enhancing the collective value proposition of CCIs ecosystems. It suggests practical implications for policymakers and organizations involved in managing place brands, emphasizing the need for cross-industry collaboration and leveraging university expertise for sustainable development and digital innovation in place branding.