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Strategic Directions for the Bucharest Strategy and City Brand

Author

Listed:
  • Ana-Claudia Ţapardel

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Florin-Alexandru Alexe

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

On the international stage, public administration has become an essential factor, capable of providing a nation with the competitive advantage. Improving standards in local administration in our country has included not only a vigorous and sustained process of reform, but also a drive to modernise and perfect management within the public sector. These aspects are essential, since decisions made by partners and investors are to an ever larger extent influenced by the quality, efficiency and credibility of public administration. Following these considerations, and based upon an empirical research conducted with the aid of a survey and a comparative analysis between the manner in which the branding and development strategies were developed in Vancouver and Bucharest, the present paper aims to identify the main strategic directions and branding elements necessary in elaborating a strategy and in accumulating a dossier of best practices, in order to implement successfully the strategic planning process and the branding strategy in the local communities of Romania.

Suggested Citation

  • Ana-Claudia Ţapardel & Florin-Alexandru Alexe, 2012. "Strategic Directions for the Bucharest Strategy and City Brand," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(Special N), pages 720-737, November.
    • Handle: RePEc:aes:amfeco:v:14:y:2012:i:special_no_6:p:720-737
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    References listed on IDEAS

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    More about this item

    Keywords

    local public administration; strategy; strategic planning; strategic management; quality public services; branding strategy; city brand;
    All these keywords.

    JEL classification:

    • H70 - Public Economics - - State and Local Government; Intergovernmental Relations - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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