SUMMARY
Nathalie COYAN - Master 2 "Attractiveness and New Territorial Marketing" - 2018
The question of failure is crucial in management in general, and is downright taboo in territorial management. This study attempts to find the reasons for the failure of a territorial project that had everything to succeed. Find the reasons for the failure, so that you can get out and start again. Find the reasons for failure to transform it into hope and embark on the road to success. Falling down and getting up again. Finding the right level of collaboration and taking constraints into account, not as an opportunity to get uptight, but as an opportunity to do better.
This is the challenge offered by researching key success factors and applying them to the case in hand. Each case has its own keys to success. There's no point in trying to copy another territory. Question the players who together have failed, and then find the right questions to get them talking. Then carry out a content analysis. Compare and find divergences and convergences... Divergences that were ultimately profound and inevitably led to failure. Convergences that did nothing to avoid failure. The aim of this study is to enable readers to identify failure, to understand it, to accept it, and to set off again with their team, key factors in hand, towards success!
Keywords: agriculture, economic development, DOM-TOM, governance, territorial management, project, protected agricultural zone, ZAP, Rivière-Salée, Martinique
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