Macro-regions in the global cloud of trust. A study of competitive identity creation within the European Union Strategy for the Baltic Sea Region

Abstract: With a new regionalisation process in Europe a number of macro-regions are appearing. The same as countries or cities, macro-regions aim at developing or increasing the competitiveness in the global markets not only for products or funds, but also for ideas, influence and reputation, for trust and attention. The model of competitive identity – the brand management model for nations, cities and regions – suggests the complex approach for enhancing the competitiveness in a global world. The Baltic Sea region (BSR) – cooperation area consisting of 11 countries around the Baltic Sea- is an example of a new type of regions. As the European Union Strategy for the Baltic Sea Region (EUSBSR) accompanied by the Action Plan shows, branding and competitiveness topics are important issues aiming to build a successful macro-region. The research framework is constructed applying the model of competitive identity to the recently edited Action Plan for the EUSBSR. This thesis adopts a case study design with the aim to examine how the Action Plan helps creating competitive identity in this pioneering macro-region. Since the BSR is seen as a role model for other macro-regions in the EU, the most important aspects creating the competitive identity for macro-regions are revealed based on this single case study.