What kind of new branding in Administration is necessary to apply in European public and non-profit sectors? A particular reference to Eastern European countries

Nowadays, a neo-liberal –even libertarian– way of thinking has penetrated everywhere, not only in the organization and management of private businesses, but in public and non-governmental sectors as well. In such a context the principles orienting New Public Management (NPM) should be replaced by those proper of New Governance models in order to keep the essence values of “Social Europe†. In the implementation of such principles the notion of sustainable development should not be considered only from an ecological view, but also from the view of social values as social cohesion, social quality, poverty reduction, employment encouragement, etc., thus providing basis for the achievement of progress goals for the benefit of each and every one. This is the essence of sustainable development’s theory and practice. Maybe nowadays there are not a number of countries in this situation in the world, but this is not an argument to justify looks in the other direction when aiming New Governance in your own country.