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Neue Branchen an altindustriellen Standorten: Das Beispiel der Medienwirtschaft in der Stadt Halle (Saale). Gutachten im Auftrag der Landesmarketing Sachsen-Anhalt GmbH

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  • Rosenfeld, Martin T. W.
  • Franz, Peter
  • Hornych, Christoph
  • Schwartz, Michael

Abstract

Jede Stadt steht heute vor der Frage, wie sie auf die Herausforderungen des zunehmenden Standortwettbewerbs sowie des demographischen Wandels reagieren sollte, um die lokale Wirtschaft nachhaltig weiterzuentwickeln. Für die Städte im Osten Deutschlands kommen als weitere Herausforderungen noch die Folgewirkungen der Systemtransformation sowie die bereits längerfristig festgelegten Kürzungen staatlicher Fördermittel hinzu. Eine von zahlreichen Städten gewählte Strategie ist der Versuch, ihre Position im Standortwettbewerb durch eine gezielte Förderung wissensintensiver und kreativer Branchen zu verbessern. Zu diesen Branchen gehört u. a. die Medienwirtschaft, die eng mit anderen Bereichen der Kreativ- und Kulturwirtschaft verbunden ist. Der Medienwirtschaft werden nach wie vor beträchtliche Zukunftspotenziale zugebilligt. Gegenüber anderen Teilen der Kulturwirtschaft zeichnet sich die Medienwirtschaft durch einen relativ hohen Anteil des überregionalen Absatzes am Gesamtabsatz aus. Zudem sind in der Medienwirtschaft Personen tätig, die als Multiplikatoren das positive Image eines Standorts nach außen kommunizieren können. Auch für die sachsen-anhaltische Kulturhauptstadt Halle wird von Seiten der lokalen Politik sowie der Landesregierung seit Mitte der 1990er Jahre das Ziel verfolgt, die Stadt als einen bedeutsamen Standort der Medienbranche zu etablieren ...

Suggested Citation

  • Rosenfeld, Martin T. W. & Franz, Peter & Hornych, Christoph & Schwartz, Michael, 2008. "Neue Branchen an altindustriellen Standorten: Das Beispiel der Medienwirtschaft in der Stadt Halle (Saale). Gutachten im Auftrag der Landesmarketing Sachsen-Anhalt GmbH," IWH-Sonderhefte 2/2008, Halle Institute for Economic Research (IWH).
    • Handle: RePEc:zbw:iwhson:22008
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    References listed on IDEAS

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