Marketing Strategies Of Creating A Region’S Highǧtechnology Sector: Theoretical And Empirical Aspects

Stimulating capital inϐlow of high-tech investment and supporting knowledge-based ventures are key activities building an innovative regional economy. Regional authorities and scientists studying development issues are increasingly interested in the key activities. The main objective of this study is the identiϐication of activities of foreign and domestic entities on the high-tech investment market. The key research issue is the application of the strategic marketing approach in the process of shaping the high-tech sector. The study is motivated by the knowledge gap about marketing strategies regarding a speciϐic market, i.e., the high-tech investment. The study includes a review of literature about the theory of the issue, while in the empirical context also analyzing the strategic documents and data obtained from the interviews with the local government and agency representatives servicing investors. Given the results, only a few territorial entities attempt to shape the high-tech sector in accordance to marketing strategies. Marketing efforts of regional authorities seldom are subjected to strategic planning and concentrate on operations, most often involving actions without speciϐically targeting needs of a deϐined investor group. The conducted study identiϐied and deϐined marketing strategies of establishing a high-tech sector in a region and named conditions of their effective implementation. Examples of regions, where a high-tech sector has been established, conϐirm the effectiveness of the professional approach to strategic marketing. The implementation of specially prepared action plans, the authorities, responsible for the management of a territorial entity, are able to inϐluence the investor decision regarding location and build the innovation potential of the economy.