Peripherality and proximity. Do business support services matter?

Abstract

This essay is based on empirical evidence from the case of Tuscany (Italy) and follows previous work on the role and meaning of image in regional development and innovation policies (Bellini, 2004). Discussions about image and branding policies is usually placed in the framework of "place marketing" and marketing literature helps in defining the features, components and main characters of image and of its relationship with local identity. We suggest, however, that managing images is also a political process with significant impact in supporting and shaping the scenario (perceptions and expectations) for innovation policies. In fact this process implies a competition between images in order to "control" the representation of the past, present and future of an area. This competition aims at influencing the policy agenda by manipulating the gap between image and identity. In other words, we suggest that image-related policies should be considered part of the toolbox of a modern innovation policy.