STUDY DISSERTATION | Governance and territorial marketing

SUMMARY

Jean-Nicolas PHILIPPIN - Master 2 "Attractiveness and New Territorial Marketing" - Academic year 2016

The current economic context, declining tax resources and decentralization are making our territories more fragile, and they are facing an unprecedented situation. To ensure growing economic development, if not maintaining the local economy, these same territories need to think about new solutions, new strategies. Territorial marketing can be an interesting option. But this presupposes a truly shared vision, a collective effort, and the upstream planning of effective governance to drive this joint attractiveness strategy. But are there important and/or key factors in setting up a form of governance that reflects the territory and its stakeholders? Are there different forms of governance in territories that have implemented a genuine territorial marketing approach? This is the question addressed in this study. Bibliographical research and a field survey were carried out in 3 metropolises (Lyon, Toulouse, Metz) and a former region (Auvergne) to test the conclusions of the theoretical part. Finally, after a review of the important and necessary conditions for good governance dedicated to territorial marketing, a recommendation for a possible future metropolitan area - Toulon Provence Méditerranée - which has not yet officially implemented a territorial marketing strategy, is proposed.

Keywords: attractiveness, economic development, governance, metropolis, region, Lyon, Toulon, Toulouse, Metz, Auvergne.