Gouvernance d'une marque de ville: les stratégies ambiguës

Boris Maynadier ()
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Boris Maynadier: ICD International Business School Paris

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Abstract: Une étude de cas permet d'étudier les modalités de participation de parties prenantes à cette gouvernance. L'analyse structurale permet de mettre au jour une fonction de double inversion stratégique et symbolique de la marque territoriale, ainsi que les ambiguïtés inhérentes à cette stratégie. Mots-clefs : marketing territorial, gouvernance, étude de cas, ambiguïté, structuralisme This study explores the governance of the city brand SO Toulouse. A case study allows to study the modalities of participation of stakeholders in this governance. The structural analysis allows to bring to light a function of double strategic and symbolic inversion of the city brand, as well as the ambiguities inherent to this strategy.

Keywords: place marketing; governance; case study; ambiguity; structuralism (search for similar items in EconPapers)
Date: 2015-05-28
Note: View the original document on HAL open archive server: https://hal.science/hal-03727819
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Published in 3ème colloque AIRMAP des 28 et 29 mai 2015, Association Internationale de Recherche en Management Public (AIRMAP), May 2015, Lyon, France

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