How does the district look from outside? The role of place-based communication strategies in international markets

The paper aims to explore image-building strategies developed by industrial district firms and collective agents operating within local systems. As globalisation increases, the ability to projecta positive, identity-congruent industrial district image may be a crucial competitive factor at an international level. Through in-depth interviews with Sassuolo district senior managers, togetherwith secondary source information, we explore the ceramic tile sector’s communication strategies, with particular reference to place-branding policies, and implications for district firms’competitiveness. First results provide evidence for an under-estimation of the importance of the district image as an exogenous competitive factor. Rationales for these limitations are explored.