PLACE MARKETING AND FOREIGN DIRECT INVESTMENTS IN THE CHANGING ICT ERA

The purpose of this study is to explore how place marketing manifests within foreign direct
investment (FDI) in the new era of information and communications technology. The study
reviews the literature on place marketing that emphasises FDI and defines place marketing as a
tool to pursue FDI more systematically and efficiently in order to increase the value of a place.
The study shows that place marketing can be used in multiple ways to pursue inward FDI activities
and that it is multifaceted, not just a service offered by investment promotion agencies.
This empirical study of place marketing within FDI follows a multiple case study method. The
data are drawn from interviews with nine FDI case companies and their respective investment
promotion agency representatives and facilitating research, business and funding actors. The study
approaches place marketing within FDI from an explorative perspective, studying how place
marketing can improve FDI by interpreting investment decisions through the lenses of place
marketing and place branding elements, management and assessment. The analysis identifies the
place marketing factors that impact the FDI process from the preparation phase through the postinvestment
phase. Through the FDI process, a regional image is generated, and the place becomes
visible.
This study develops a conceptual model that proposes that place marketing manifests within
FDI through goals, networks, individuals and regional competences. The goals are set to develop
the framework for place marketing within FDI. Stakeholders’ engagement forms a strong
ecosystem network that can be a major regional asset to attract and sustain investments. Each FDI
case creates, develops and sustains its own network, within which the contributions of individuals
with technical and managerial skills are key to successful place promotion. The competence of the
regional ecosystem sets the scene for the investment opportunity. Regarding managerial
implications, this study proves that strategic, inward FDI activity requires long-term regional
commitment from stakeholders and an allocation of resources during not only the pre-investment
phase, but also the post-investment phase.


ISBN-10:
9789526219882
Julkaisusarja:
ACTA UNIVERSITATIS OULUENSIS G Oeconomica
Kustantaja:
Oulun yliopisto
Painovuosi:
2018
Tekijät:
PIKKUJÄMSÄ PAULIINA
Viivakoodi 9789526219882
Tuotekoodi 024732
Tekijä PIKKUJÄMSÄ PAULIINA
20,00 €