IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03727819.html
   My bibliography  Save this paper

Gouvernance d'une marque de ville : les stratégies ambiguës

Author

Listed:
  • 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.

Suggested Citation

  • 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
    as

    Download full text from publisher

    File URL: https://hal.science/hal-03727819/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Guillaume Soenen & J. Balmer, 1999. "The ACID test of corporate identity management," Post-Print hal-02312896, HAL.
    2. Erik-Hans Klijn & Jasper Eshuis & Erik Braun, 2012. "The Influence of Stakeholder Involvement on The Effectiveness of Place Branding," Public Management Review, Taylor & Francis Journals, vol. 14(4), pages 499-519, May.
    3. Bernard Cova & V. Cova, 2009. "Les figures du nouveau consommateur: une genese de la gouvernementalite du consommateur," Post-Print hal-01822701, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Russell Abratt & Michela Mingione, 2017. "Corporate identity, strategy and change," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 129-139, March.
    2. Aurélie Ringeval-Deluze & Louis César Ndione, 2021. "Meaning of packaging and innovation dynamics in a traditional luxury sector: the example of growers’ champagne [Signification des packagings et dynamiques d’innovation dans un secteur de luxe tradi," Post-Print hal-03266127, HAL.
    3. Hutchinson, Michael & Bennett, Gregg, 2012. "Core values brand building in sport: Stakeholder attitudes towards intercollegiate athletics and university brand congruency," Sport Management Review, Elsevier, vol. 15(4), pages 434-447.
    4. Andrea Stanaland & May Lwin & Patrick Murphy, 2011. "Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 102(1), pages 47-55, August.
    5. Yong Sun & Yalin Wang & Baoyin Liu & Zhongrui Sun, 2023. "Evolutionary game of destination brand co‐construction with government involvement," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(4), pages 2125-2136, June.
    6. Magdalena Grebosz-Krawczyk, 2021. "Place branding (r)evolution: the management of the smart city’s brand," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 93-104, March.
    7. Gilles Séré de Lanauze & Béatrice Siadou-Martin, 2015. "La marque 2.0: l'humilité comme condition nécessaire de la relation marque consommateur?," Post-Print hal-01697924, HAL.
    8. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    9. Florence Benoît-Moreau & Audrey Bonnemaizon & Sandrine Cadenat & Valérie Renaudin, 2011. "" Au boulot, cher client ! " Une approche interprétative de la participation ordinaire du consommateur," Post-Print halshs-00673120, HAL.
    10. Grahame R. Dowling & Tayo Otubanjo, 2011. "Corporate and organizational identity: two sides of the same coin," AMS Review, Springer;Academy of Marketing Science, vol. 1(3), pages 171-182, December.
    11. Grama-Vigouroux, Simona & Saidi, Sana & Berthinier-Poncet, Anne & Vanhaverbeke, Wim & Madanamoothoo, Allane, 2020. "From closed to open: A comparative stakeholder approach for developing open innovation activities in SMEs," Journal of Business Research, Elsevier, vol. 119(C), pages 230-244.
    12. Celso Lopes & João Leitão & Juan Rengifo-Gallego, 2018. "Place branding: revealing the neglected role of agro food products," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 497-530, December.
    13. Ghali Zohra, 2014. "The Digital in Store and the Re-Enchantment of the Customer Experience: What Impact on the Immersion in the Experience of Consumption?," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 4(1), pages 1-9, February.
    14. Laura Ripoll González & Fred Gale, 2020. "Place Branding as Participatory Governance? An Interdisciplinary Case Study of Tasmania, Australia," SAGE Open, , vol. 10(2), pages 21582440209, May.
    15. Yu-Min Joo & Bokyong Seo, 2018. "Transformative city branding for policy change: The case of Seoul’s participatory branding," Environment and Planning C, , vol. 36(2), pages 239-257, March.
    16. Amina Béji-Bécheur, 2016. "Une nouvelle logique pour le marketing avec l'approche Service-­‐Dominant Logic," Post-Print halshs-01264199, HAL.
    17. Mohammed Jabreel & Assumpció Huertas & Antonio Moreno, 2018. "Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-29, November.
    18. John Balmer & Kyoko Fukukawa & Edmund Gray, 2007. "The Nature and Management of Ethical Corporate Identity: A Commentary on Corporate Identity, Corporate Social Responsibility and Ethics," Journal of Business Ethics, Springer, vol. 76(1), pages 7-15, November.
    19. Morgane Innocent & Julie Lassalle & Adélaïde Amelot, 2016. "Livrable L7.1_2 : Résultats de l’étude quantitative avant lancement des dispositifs dite étude n° 1 du projet SOLENN," Working Papers hal-02016473, HAL.
    20. Laurence Romani & Betina Szkudlarek, 2014. "The Struggles of the Interculturalists: Professional Ethical Identity and Early Stages of Codes of Ethics Development," Journal of Business Ethics, Springer, vol. 119(2), pages 173-191, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03727819. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.