The less transparent, the more attractive ? : A critical perspective on transparency and place branding

Détails

ID Serval
serval:BIB_37C17EB4BF18
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Titre
The less transparent, the more attractive ? : A critical perspective on transparency and place branding
Périodique
Place Branding and Public Diplomacy
Auteur(s)
Mabillard Vincent, Vuignier Renaud
ISSN
1751-8040
1751-8059
Statut éditorial
Publié
Date de publication
2017
Peer-reviewed
Oui
Volume
13
Numéro
4
Pages
348-359
Langue
anglais
Résumé
According to recent surveys, transparency has become a key issue in
business decisions. Foreign firms increasingly view transparent economic policies as
crucial in their investment planning. Evidence has sh own that clear and pre-
dictable environments play an important role in companies’ decisions to develop
their activities in a specific place. Nowadays, place branding scholars and practi-
tioners alike call for more transparency and responsibility in branding strategies,
assuming that trust, enhanced by transparency, is needed to improve the attrac-
tiveness of a place. In a study by a major consulting firm, investors in Switzerland
specifically mentioned stability and transparency as the most important location
factors. However, the country scores poorly in terms of financial transparency. This
paradox reveals a degree of confusion about the nature of transparency, which is
addressed in this article. We argue that, while transparency of the regulatory
framework can effectively improve the attractiveness of a place, opacity of legal
requirements may also attract foreign investors. In this sense, transparency of and
required by the rule s can be at odds. A nuanced approach to transparency and a
more detailed analysis are needed to provide a clearer explanation of the relationship
between transparency and the attractiveness of a place.
Mots-clé
Marketing, Strategy and Management, place branding, transparency, invest ment, attractiveness, marketing, Switzerland, nation branding, country branding
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Création de la notice
11/01/2017 13:58
Dernière modification de la notice
03/03/2018 16:06
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