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Public intangible assets : Issues of attractiveness


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International policy conference : "Intangible : the european state of art"

Presentation by Danielle Bourlange, chief executive, APIE

6 May 2015

Published in: Government & Nonprofit
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Public intangible assets : Issues of attractiveness

  1. 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. 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. 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. 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. 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. 6 Need for a digital strategy  Image and reputation management  Highlighting key attractiveness factors  Promoting a shared vision  Fostering involvement and support
  7. 7. 7 Thank you for your attention Questions? Site : Contact : Twitter : @APIE_gouv