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Biotech branding: Victoria's plan to cash in on the 'Biotechnology Revolution'
Helen Ratcliffe
Commonwealth Department of Industry, Tourism and Resources, Canberra ACT
Abstract
Industry policy for the development of knowledge and new-technology based industries increasingly builds on international investment as its cornerstone.
This paper examines the Victorian state government's biotechnology strategic development plan, using a state-driven branding exercise, as an example of this policy. Policy suggestions are developed to fill major strategic gaps in the state plan.
Keywords
industry innovation policy, local and national government, biotechnology branding, international investment, marketing and branding strategy, knowledge industries, public-private partnerships
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