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  • Antonin MICHELET



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    Faire parler de son territoire, le rendre attractif et visible pour des cibles internationales est une priorité pour les grandes agglomérations. De ce fait, les outils de marketing territorial et de land branding deviennent de plus en plus sophistiqués. Les outils d’attractivité, de gestion de prospects, de conduite de projet sont performants et permettent de soutenir l’objectif d’implantation d’entreprises, notamment étrangères sur les territoires. Cette situation crée une concurrence entre les territoires pour attirer les entreprises. La concurrence se traduit par une sur-communication territoriale qui amène à rechercher une spécificité (discours, plus d'avantages économiques, surexploitation de lieux historiques, etc.). To get people talk about its territory, to make it an attractive and visible target internationally is a priority of large cities. Therefore, the tools of territorial marketing and land branding become increasingly sophisticated. The tools of attractiveness, lead management, project management are efficient and can support the goal of the establishment of companies, including foreign investors. This situation creates a competition between territories to attract businesses. The competition results in an over-communication of the territory which leads to search for specificity (speeches, more economic advantages, overexploitation of historic sites, etc.)

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    Paper provided by Réseau de Recherche sur l’Innovation. / Research Network on Innovation in its series Working Papers with number 31.

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    Length: 20 pages
    Date of creation: 2013
    Date of revision:
    Publication status: Published in Documents de travail du RRI, 2013
    Handle: RePEc:rii:rridoc:31
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