Selling the world city: A comparison of promotional strategies in Paris and London

Within the globalization process which creaks new common imperatives for cities, it is felt that cities are developing similar promotional approaches. Drawing on two case studies of the promotional strategies and institutions of Paris and London, this paper investigates the balance between economic and purely non‐economic factors in shaping these capitals’ responses to global pressure. The cities’ responses are found to be shaped by national and local factors (institutional, political, cultural) rather than economic ones. Two types of strategies and actors can be outlined, London bang more aggressive and flexible than Paris. Lastly, the report highlights the emergence of new types of institutions within the capitals.