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L'implication des parties prenantes dans la mise en marque des régions Bretagne et Auvergne

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  • Charles-Edouard Houllier-Guibert

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Corinne Rochette

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

Abstract

The building of a brand for a territory requires multiple stakeholders sometimes with identical interests, but also with conflicting ones. They maintain specific relations and they invest themselves differently according to their own strategic imperatives. Through the study of the brand of the region Auvergne Nouveau Monde and the region Bretagne, this research aims to identify the stakeholders involved in the construction of these brands and their expectations. A classification of stakholders is proposed according both to their motivations and their power. We can observe the importance of the agency model in French place branding strategy, which allow to make a reflexion about private power.

Suggested Citation

  • Charles-Edouard Houllier-Guibert & Corinne Rochette, 2019. "L'implication des parties prenantes dans la mise en marque des régions Bretagne et Auvergne," Post-Print hal-02399090, HAL.
    • Handle: RePEc:hal:journl:hal-02399090
    Note: View the original document on HAL open archive server: https://hal.science/hal-02399090
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    References listed on IDEAS

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    1. Renaud Vuignier, 2016. "Marketing territorial et branding territorial : une revue de littérature systématique," Working Papers hal-01309173, HAL.
    2. Camille Chamard & J-C. Liquet & Meriem Mengi Elayoubi, 2013. "L'image de marque des régions françaises : évaluation du capital territoire par le grand publi," Post-Print hal-02152937, HAL.
    3. Jacques Poirot & Hubert Gérardin, 2010. "L'attractivité des territoires : un concept multidimensionnel," Mondes en développement, De Boeck Université, vol. 0(1), pages 27-41.
    4. Marc-Urbain Proulx & Dominic Tremblay, 2006. "Marketing territorial et positionnement mondial. Global positioning of the peripheries with territorial marketing," Géographie, économie, société, Lavoisier, vol. 8(2), pages 239-256.
    5. Solange Hernandez, 2007. "Au cœur du paradoxe : les contraintes inhérentes aux pratiques de management territorial," Post-Print hal-01310129, HAL.
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