Public Policies for Cultural Heritage Valorization in the 20th Century. Case Study of Cities’ Soft Power Consolidation Processes in Verona and Bistrita

: Public administration is a complex structure, which, due to bureaucratization, is extremely difficult to change. During XX century, in the rapidly changing world, it was not enough to be specialized in just one particular area, because the world was becoming more and more interdisciplinary, requiring knowledge in many not so much related areas. The present study of cities’ soft power consolidation processes was possible due to the interdisciplinary approach that combines expertise in public administration and history. This made it possible to identify causal links between local cultural institutions and creative industries and the place of local public administration in the development of the city through an overarching cultural policy. Study presents the results of a comparative interdisciplinary approach to the consolidation of the cities’ soft power through the valorization of cultural heritage on the example of the cities of Verona (Italy) and Bistrita (Romania) in the context of popular literary characters with which these cities are associated.