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Gouvernance d'une marque de ville : les stratégies ambiguës

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  • Boris Maynadier

    (ICD International Business School Paris)

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.

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  • Boris Maynadier, 2015. "Gouvernance d'une marque de ville : les stratégies ambiguës," Post-Print hal-03727819, HAL.
    • Handle: RePEc:hal:journl:hal-03727819
    Note: View the original document on HAL open archive server: https://hal.science/hal-03727819
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    References listed on IDEAS

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    3. Bernard Cova & V. Cova, 2009. "Les figures du nouveau consommateur: une genese de la gouvernementalite du consommateur," Post-Print hal-01822701, HAL.
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