SUMMARY
Benjamin TETART - Master 2 "Attractiveness and New Territorial Marketing" - 2018
In France, there's a real craze among public players for territorial marketing. In recent years, attractiveness has become a major concern for public decision-makers, who have focused on creating territorial brands and trying to convince the private sector to join them in their projects. In this way, local authorities have given impetus to the creation of numerous attractiveness agencies. However, can we consider that all these agencies carry out the same activities?
Firstly, based on a literature review, this thesis proposes a definition of attractiveness agencies. Then, the environment of these agencies was studied, as the public dimension of the projects has an impact on the management to be implemented in these organizations. The role of human resources was addressed, with a focus on the role of managers and their teams.
Based on these theoretical contributions, research was carried out with four different attraction agencies. The public dimension of the projects led us to draw on Mark H. Moore's theory of the strategic triangle. The aim was to understand how these organizations function, so as to know how best to mobilize an essential stakeholder in attractiveness projects: the agencies' employees.
Finally, on the basis of the organizational models studied, we attempted to summarize the success factors and propose a few recommendations for the management of attractiveness agencies.
Keywords: attractiveness, management, organization, territorial marketing, project, strategy
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