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Territories and Institutions
Public Intangible Assets : Issues of Attractiveness
Paris , 6 May 2015
Danielle Bourlange, directrice générale
INTANGIBLES : THE EUROPEAN STATE OF THE ART
2
 Unlocking the potential of public intangibles to create social
and economic value
o Modernization of public service
o Contribution to the development of the knowledge economy
 interaction with the surrounding environment
Public intangibles : What’s at stake ?
Citizens
Researchers
Private sectorPublic
intangibles
3
Public intangibles : major assets for the
attractiveness of a territory
Attractiveness
of territories
Culture
Research
Health
Network
Social
envir.
Economic
fabric
Natural
envir
Education
4
Focus on public brand names
 Public brands contribute to the attractiveness of a territory …
 … and are valuable assets for place marketing strategies
5
A new class of assets : Territorial
intangibles
 Emerging from the interaction between different parties acting
on a territory / the cross fertilization between public and private
intangibles
 Key assets : networks, clusters, innovation ecosystems, image and
reputation …..
 Requiring a management involving all stakeholders
o Public authorities
o Private entities
o Citizens
o ….
6
Need for a digital strategy
 Image and reputation management
 Highlighting key attractiveness factors
 Promoting a shared vision
 Fostering involvement and support
7
Thank you for your attention
Questions?
Site : economie.gouv.fr/apie
Contact : apie@apie.gouv.fr
Twitter : @APIE_gouv

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Public intangible assets : Issues of attractiveness

  • 1. Territories and Institutions Public Intangible Assets : Issues of Attractiveness Paris , 6 May 2015 Danielle Bourlange, directrice générale INTANGIBLES : THE EUROPEAN STATE OF THE ART
  • 2. 2  Unlocking the potential of public intangibles to create social and economic value o Modernization of public service o Contribution to the development of the knowledge economy  interaction with the surrounding environment Public intangibles : What’s at stake ? Citizens Researchers Private sectorPublic intangibles
  • 3. 3 Public intangibles : major assets for the attractiveness of a territory Attractiveness of territories Culture Research Health Network Social envir. Economic fabric Natural envir Education
  • 4. 4 Focus on public brand names  Public brands contribute to the attractiveness of a territory …  … and are valuable assets for place marketing strategies
  • 5. 5 A new class of assets : Territorial intangibles  Emerging from the interaction between different parties acting on a territory / the cross fertilization between public and private intangibles  Key assets : networks, clusters, innovation ecosystems, image and reputation …..  Requiring a management involving all stakeholders o Public authorities o Private entities o Citizens o ….
  • 6. 6 Need for a digital strategy  Image and reputation management  Highlighting key attractiveness factors  Promoting a shared vision  Fostering involvement and support
  • 7. 7 Thank you for your attention Questions? Site : economie.gouv.fr/apie Contact : apie@apie.gouv.fr Twitter : @APIE_gouv