A leader’s personality and marketing in sustainable local development
Despite the enthusiasm for sustainable development at the local level, very few studies have focused their attention on evaluating the role of the personality of leaders in the conduct of marketing as an essential tool for the management of local authorities. Our study analyzes how the personality of the leader in professional practice influences sustainable development at the local level. The results of the study allow us to develop a conceptual model showing that leaders with a high sense of patriotism and an openness to experience use segmentation to develop their territory sustainably, while those with a great vision tend to rely more on marketing investments for the sustainable development of their territory.