In the fourth episode of our research-video collection “In’Search” Benoit Faye, Professor of Finance at INSEEC Bordeaux, specialized in Real Estate Finance, presents his research on the marketing identity of major European cities, through a study of their institutional websites.
Since the 70s’, major European cities have been competing to attract residents, firms and tourists. They develop urban renewal policies, event policies (sport, culture) and especially marketing policies to improve their identity perceived by attractiveness policy targets. It is no longer possible today to understand Real Estate price developments without considering the impact of identities projected by cities.
Is a city’s web identity always coherent with the perceptions of it’s residents and visitors?
Do cities plainly “lie” to gain actractiveness?
How can a projected identity influence behaviors towards matching the projected identity?
Watch this presentation to find out!
Major European cities : From an “interpretative identity” to “contruictive” identity. An analysis of identitity produced from website homepages.
“Le discours identitaire des grandes métropoles européennes : émergence d’une maturité communicationnelle” by Benoit Faye, Alexandra Vignolles, Revue d’Économie Régionale et Urbaine, vol. 5, 977-1015, December 2016, CNRS rank 3.
“Revisiter l’attractivité résidentielle des moyennes et grandes villes françaises entre fondamentaux et nouvelles politiques d’attractivité” by Benoit Faye, Canadian Journal of Economics / Revue Canadienne d’Économique, to be published in 2018, CNRS rank 2.
To pursue further, send on e-mail to Benoit: firstname.lastname@example.org