public intangible assets : issues of attractiveness
TRANSCRIPT
Territories and Institutions
Public Intangible Assets : Issues of Attractiveness
Paris , 6 May 2015
Danielle Bourlange, directrice générale
INTANGIBLES : THE EUROPEAN STATE OF THE ART
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Unlocking the potential of public intangibles to create social
and economic value
o Modernization of public service
o Contribution to the development of the knowledge economy
interaction with the surrounding environment
Public intangibles : What’s at stake ?
Citizens
Researchers
Private sector Public
intangibles
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Public intangibles : major assets for the
attractiveness of a territory
Attractiveness
of territories
Culture
Research
Health
Network
Social
envir.
Economic
fabric
Natural
envir
Education
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Focus on public brand names
Public brands contribute to the attractiveness of a territory …
… and are valuable assets for place marketing strategies
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A new class of assets : Territorial
intangibles
Emerging from the interaction between different parties acting
on a territory / the cross fertilization between public and private
intangibles
Key assets : networks, clusters, innovation ecosystems, image and
reputation …..
Requiring a management involving all stakeholders
o Public authorities
o Private entities
o Citizens
o ….
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Need for a digital strategy
Image and reputation management
Highlighting key attractiveness factors
Promoting a shared vision
Fostering involvement and support
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Thank you for your attention
Questions?
Site : economie.gouv.fr/apie
Contact : [email protected]
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