A Micro Geography Investigation - Does Restaurant Inspira facilitate local buzz - a localized advantage?

Abstract: Research within micro economic geography agrees that certain places create knowledge flow. However, few examples exist on micro perspectives emphasizing interpersonal interactive aspects. Therefore, the aim of this thesis is to contribute with a case study on the concept of local buzz. The purpose has been to examine if Restaurant Inspira facilitates local buzz, thus offering a localized advantage for Medicon Village. This case study is framed by a theoretical and conceptual approach. Three main ideas have been interpreted – Porter’s cluster theory, notions on proximity and the concept local buzz. This thesis draws inspiration from a relational economic geographic perspective, primarily posed by the researchers Bathelt and Giuliani. A three-folded methodology has been used, called triangulation. Semi-structured interviews, a complementary content analysis of Medicon Village’s website and participant observations at Restaurant Inspira have all been combined into empirical findings. Results show that local buzz, as in the global pipeline and local buzz-model, do exist and take place at Restaurant Inspira among members of Medicon Village. In this analysis, local buzz is argued as a crucial competitive advantage typical for clusters. Hence Restaurant Inspira should be perceived as a localized advantage for entire Medicon Village, facilitating informal idea exchange at intra-cluster level. However, the full potential in this regard seems not fully prioritized, nor realized, by Medicon Village or the restaurant itself. As a conclusion, Medicon Village has a substantial possibility to evolve their competitive advantage by acknowledging the theories of localized advantages and local buzz.