PUBLIC POLICIES FOSTERING SOCIAL RESPONSIBILITY AT REGIONAL LEVEL: AN OPPORTUNITY FOR PLACE BRANDING

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Abstract:
This paper develops the proposition that Corporate Social Responsibility (CSR) is an opportunity for branding a region. Rooted in the conceptualization of regional competitive advantages found in the academic literature, and considering the pioneering Law 15/2010 of CSR in the Region of Extremadura in Spain, it is argued that a favourable institutional context could be the best starting point for fostering a regional brand consisting of a responsible image of the region.
However, a qualitative study carried on in 2012 based on five focus groups with the participation of 46 managers in Extremadura has reveal that, at the moment, regional public policy in Extremadura lacks of a marketing strategy for such regional branding.
Keywords: Corporate Social Responsibility (CSR); public policies; region branding; place marketing