Marketing Strategies to Attract Foreign Investment

Louis T. Wells and Alvin G. Wint

Chapter 11 in Multinationals in the Global Political Economy, 1993, pp 168-186 from Palgrave Macmillan

Abstract: Abstract Although the decade of the 1980s has seen a major increase in a range of efforts by both developing and industrialised countries to market themselves as attractive locations for foreign direct investment, existing research has been biased toward the role of investment incentives and policy reform in these activities.1 Current efforts, however, include not only the use of investment incentives and attempts to improve the investment climates of countries, but also marketing techniques such as advertising, missions, seminars, direct marketing of various forms, and service activities. The goal of these marketing techniques is to inform prospective investors about a country’s potential as an investment site, and to persuade them to set up operations in that country. For this study, we defined these marketing efforts as ‘investment promotion’. We set out in this research to add to the existing knowledge by focusing on aspects of investment promotion, especially the effectiveness of particular promotional techniques, that remain under-researched.

Keywords: Foreign Direct Investment; Foreign Investment; Investment Decision; Market Orientation; Market Strategy (search for similar items in EconPapers)
Date: 1993
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-22973-4_11

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DOI: 10.1007/978-1-349-22973-4_11

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