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Public policies fostering social responsibility at regional level: an opportunity for place branding

Author

Listed:
  • María Isabel Sánchez Hernández

    (University of Extremadura)

  • Dolores Gallardo Vázquez

    (University of Extremadura)

Abstract

This paper develops the proposition that Corporate Social Responsibility (CSR) is an opportunity for branding a region. Rooted in the conceptualization of regional competitive advantages found in the academic literature, and considering the pioneering Law 15/2010 of CSR in the Region of Extremadura in Spain, it is argued that a favourable institutional context could be the best starting point for fostering a regional brand consisting of a responsible image of the region. However, a qualitative study carried on in 2012 based on five focus groups with the participation of 46 managers in Extremadura has reveal that, at the moment, regional public policy in Extremadura lacks of a marketing strategy for such regional branding.

Suggested Citation

  • María Isabel Sánchez Hernández & Dolores Gallardo Vázquez, 2014. "Public policies fostering social responsibility at regional level: an opportunity for place branding," Responsibility and Sustainability, IAPNM LATAM, vol. 2(1), pages 43-50, January-A.
    • Handle: RePEc:ayu:journl:v:2:y:2014:i:1:p:43-50
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    Keywords

    Corporate Social Responsibility (CSR); public policies; region branding; place marketing;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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