| 000 | 02323cam a2200289 4500500 | ||
|---|---|---|---|
| 005 | 20250112034928.0 | ||
| 041 | _afre | ||
| 042 | _adc | ||
| 100 | 1 | 0 |
_aVuignier, Renaud _eauthor |
| 245 | 0 | 0 | _aAre place brands a differentiating factor in attractiveness? An empirical analysis of business decision-making |
| 260 | _c2018. | ||
| 500 | _a26 | ||
| 520 | _aL’existence d’un « effet marque territoriale » dans le processus du choix d’implantation d’entreprises est souvent attendue, mais rarement étudiée empiriquement. Cette contribution analyse et discute l’adéquation entre les stratégies de place branding et le processus de décision des entreprises. D’une part, l’étude de la perception des décideurs d’entreprise (n=30) révèle un léger effet joué par la marque territoriale, secondaire par rapport aux facteurs d’attractivité traditionnels. D’autre part, en interrogeant des responsables d’agences de promotion économique et des experts (n=13), cette recherche aborde les questions de positionnement multiple et de multiscalarité à travers le cas d’un canton suisse. | ||
| 520 | _aAlthough the “place brand effect” is often believed to play a role in the site selection process of businesses, it has rarely been the subject of empirical study. This paper analyzes and discusses the actual effect of place branding strategies on the corporate decision-making process. Firstly, an analysis of the perceptions of business decision-makers (n=30) reveals that while place brand has a slight positive effect, it is secondary to traditional attractiveness factors. Secondly, the case of a Swiss canton is used to explore the topics of multiple positioning and multiscalarity in interviews with managers of economic promotion agencies and experts (n=13). | ||
| 690 | _aattractiveness | ||
| 690 | _alocation factors | ||
| 690 | _aplace branding | ||
| 690 | _aeconomic development | ||
| 690 | _asite selection | ||
| 690 | _aattractiveness | ||
| 690 | _alocation factors | ||
| 690 | _aplace branding | ||
| 690 | _aeconomic development | ||
| 690 | _asite selection | ||
| 786 | 0 | _nGestion et management public | Volume 6 | 1 | 2018-03-15 | p. 59-75 | 2116-8865 | |
| 856 | 4 | 1 | _uhttps://shs.cairn.info/journal-gestion-et-management-public-2017-1-page-59?lang=en |
| 999 |
_c170269 _d170269 |
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