Aspekti Publìčnogo Upravlìnnâ (Dec 2015)
Decentralization of public administration as a factor of local self-government financial autonomy achievement in Ukraine
Abstract
The scientific approach to the formulation of the principles of region’s sustainable development based on brand-oriented management is described. The concept of investment attractiveness of the region, which is the basis of brand-oriented regional development management, is given. Presence of stable connection between the concepts of investment attractiveness of the region, the brand and image of the region is grounded. Due to this the region can be considered as a commodity, there content and degree of development of the brand determines the level of investment attractiveness of the region. It is proved that the investment attractiveness of the region is a complex of objective factors and subjective perceptions of the region as a unique brand territory, direction of visiting, an independent product category that has a certain set of values and social characteristics, specified price. This price is influenced by the potential of the region development. It consists from internal and external factors that determine the quality of image of the region. Such factors contribute to the promotion of regional brand into the global environment. An illustration of the structural and content characteristics of regional brand, for example of Dnepropetrovsk region, is given.
