STUDY DISSERTATION | Shared governance and balanced territorial attractiveness strategy: A case study of the Très-Beaujolais territorial brand

SUMMARY

Léa PEYROUSE - Master 2 "Attractiveness and New Territorial Marketing" - Academic year 2021/2022

At the heart of territorial concerns, attractiveness is emerging and adapting to the various revolutions affecting the organizational stability of society. It blends into the changing and complex environment of the territory and becomes a strategic issue for local players in charge of territorial management. While the challenges of attractiveness are not the same for all regions, since they have their own specific characteristics, it is worth noting that trends are moving towards greater consideration of the needs and expectations of local residents. Balanced attractiveness is thus taking center stage in territorial development strategies, and is becoming the new leitmotif of territorial marketing initiatives.

While attractiveness was initially seen as a key competence of the metropolitan level, the proliferation of initiatives and the development of territorial brands in all French territories prove otherwise. The current boom in departmental and regional attractiveness agencies also demonstrates the interest in this subject, whatever the level.

Through a collective approach, the attractiveness project takes shape. Indeed, as this is a subject that crosses a number of different sectors and players in a given region, the aim is to bring these forces together to ensure the project's success. But how can we guarantee that the mobilization and commitment will endure over time? This raises the question of governance. The aim of this dissertation is to analyze the role of shared governance in the implementation of a strategic process for "balanced" attractiveness. The aim is to identify the brakes and levers of this type of governance model.

Based on the singular case study of the Très-Beaujolais territorial brand, we have built our research methodology around a qualitative approach. In order to open up our thinking and support our statements, we also called on professionals who are experts in the field of attractiveness and who come from different territories. Our literature review and field data collection enabled us to draw up some managerial recommendations.