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University of Oulu

1. Pikkujämsä, P. (Pauliina). Place marketing and foreign direct investments in the changing ICT era.

Degree: 2018, University of Oulu

Abstract 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 post-investment 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.

Tiivistelmä Tämän tutkimuksen tarkoituksena on selvittää, miten paikanmarkkinointi edistää suoria ulkomaisia investointeja ICT-teknologian uudella aikakaudella. Tutkimuksessa tarkastellaan paikanmarkkinointia koskevaa kirjallisuutta, jossa käsitellään ulkomaisia suoria sijoituksia ja määritellään paikanmarkkinointi keinona hankkia sijoituksia järjestelmällisemmin ja tehokkaammin paikan arvon kasvattamiseksi. Tutkimus osoittaa, että paikanmarkkinointia voidaan käyttää monin tavoin ulkomaisten investointien houkuttelussa ja että se on monipuolinen kokonaisuus eikä pelkkä investointien edistämispalvelu. Tässä empiirisessä paikanmarkkinoinnin tutkimuksessa käytetään usean tapaustutkimuksen menetelmää. Tiedot perustuvat yhdeksän ulkomaisen kohdeyrityksen ja heidän edustajiensa sekä alueellisten tutkimus-, yritys- ja rahoitusalan toimijoiden…

Advisors/Committee Members: Ahokangas, P. (Petri), Seppänen, V. (Veikko).

Subjects/Keywords: ICT sector; foreign direct investment; place branding; place marketing; ICT-toimiala; paikanbrändäys; paikanmarkkinointi; suora ulkomainen sijoitus

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Pikkujämsä, P. (. (2018). Place marketing and foreign direct investments in the changing ICT era. (Doctoral Dissertation). University of Oulu. Retrieved from http://urn.fi/urn:isbn:9789526219899

Chicago Manual of Style (16th Edition):

Pikkujämsä, P (Pauliina). “Place marketing and foreign direct investments in the changing ICT era.” 2018. Doctoral Dissertation, University of Oulu. Accessed November 13, 2018. http://urn.fi/urn:isbn:9789526219899.

MLA Handbook (7th Edition):

Pikkujämsä, P (Pauliina). “Place marketing and foreign direct investments in the changing ICT era.” 2018. Web. 13 Nov 2018.

Vancouver:

Pikkujämsä P(. Place marketing and foreign direct investments in the changing ICT era. [Internet] [Doctoral dissertation]. University of Oulu; 2018. [cited 2018 Nov 13]. Available from: http://urn.fi/urn:isbn:9789526219899.

Council of Science Editors:

Pikkujämsä P(. Place marketing and foreign direct investments in the changing ICT era. [Doctoral Dissertation]. University of Oulu; 2018. Available from: http://urn.fi/urn:isbn:9789526219899

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