He believes if necessary rebranding in Orlando, Florida, which has a brand known around the world as a place for tourism and sun. However, the Greater Orlando area, not only houses many other promising industries, including technology, defense and simulation, but also has a variety of community and commerce scene with huge potential. And yet, why Orlando has not been recognized as a great place to do business? Why his reputation is tied only to tourism? As a city market as vibrant business destination in addition to the tourist destination? Many variables affect the brand and, therefore, the perception of the city. What can be done to Orlando more attractive and, through this, to become a global city? "Hide
by Ilan Alon, Jennifer Dugosh Source: Richard Ivey School of Business Foundation 17 pages. Publication Date: December 5, 2012. Prod. #: W12367-PDF-ENG
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