ABSTRACT
The aim of this research is to study the opening up of territories' "strategic know-how" in the development of territorial attractiveness strategies. Indeed, recent reforms resulting from Act III of decentralization tend to grant greater power to metropolises and regions in the field of territorial attractiveness. Despite an institutional environment common to all territories, the latter demonstrate varying degrees of openness, implying distinct practices. How can we explain this differential degree of openness from one territorial strategy to another in the development of attractiveness strategies? Recent literature is silent on the subject, especially in the territorial and public context. To answer this question, we mobilize the theoretical framework of strategy-as-practice.
Through a qualitative analysis of four cases of attractiveness strategies (29 semi-structured interviews), the research sheds light on the praxis, practices and diversity of practitioners involved in these strategies. In addition to the traditional dimensions of strategic action, we have added a "pragmatic" dimension to reveal the contextual elements of strategic action. In addition, the results enable us to identify the roles of the territory in each dimension of strategic making. In so doing, the research carried out invites us to propose a "contextualized" and "territorialized" version of strategy-as-practice.
Paper presented at a peer-reviewed conference - AIRMAP, June 2018
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Laura CARMOUZE, Deputy Director of the Attractiveness and New Territorial Marketing Chair (A&NMT) - laura.carmouze@univ-amu.fr
Sarah SERVAL, Deputy Director of the Attractiveness and New Territorial Marketing Chair (A&NMT) - sarah.serval@univ-amu.fr
