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Marketing Strategies to Attract Foreign Investment

In: Multinationals in the Global Political Economy

Author

Listed:
  • Louis T. Wells
  • Alvin G. Wint

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.

Suggested Citation

  • Louis T. Wells & Alvin G. Wint, 1993. "Marketing Strategies to Attract Foreign Investment," Palgrave Macmillan Books, in: Lorraine Eden & Evan H. Potter (ed.), Multinationals in the Global Political Economy, chapter 11, pages 168-186, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-22973-4_11
    DOI: 10.1007/978-1-349-22973-4_11
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