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Marketing Aspects of Image Formation and Investment Attractiveness of Territories and Enterprises

Author

Listed:
  • S.M. Shevchuk
  • V.V. Dobrianska
  • N.P. Myskovets
  • M.O. Kokhan
  • T.V. Shepel

Abstract

Purpose: The article identifies the differences between Ukraine and Poland in the image formation of the territory and investment attractiveness. Design/Methodology/Approach: A territorial-oriented approach is being introduced in Poland (an approach taking into account local conditions), which implies emphasis on a combination of investments and an integrated territorial approach, providing emphasis on activities that contribute to development. Findings: The regions of Ukraine are characterized by different levels of investment volume due to the differences in competitive advantages. In contradistinction from Ukraine, the competitive advantages of the territories provide a high level of investment attractiveness in Poland; they are integrated, and are generally based on advanced infrastructure (digital, business, transport), high-tech industries, advanced business services, economic zones, academic centers. Practical Implications: The conducted research makes it possible to identify several basic features of image formation and investment attractiveness of territories. Originality/Value: The basic key difference concerns the competence of countries’ integration of formed competitive advantages of the territory. The specified competence is traced in Poland, while in Ukraine the absence of this competence leads to underutilization of the regions’ potential.

Suggested Citation

  • S.M. Shevchuk & V.V. Dobrianska & N.P. Myskovets & M.O. Kokhan & T.V. Shepel, 2020. "Marketing Aspects of Image Formation and Investment Attractiveness of Territories and Enterprises," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 229-239.
    • Handle: RePEc:ers:ijebaa:v:viii:y:2020:i:2:p:229-239
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    References listed on IDEAS

    as
    1. Ramona Rupeika-Apoga & Irina Solovjova, 2016. "Profiles of SMEs as Borrowers: Case of Latvia," Contemporary Studies in Economic and Financial Analysis, in: Contemporary Issues in Finance: Current Challenges from Across Europe, volume 98, pages 63-76, Emerald Group Publishing Limited.
    2. Anton A. Setyawan & Basu Swastha Dharmmesta & BM Purwanto & Sahid Susilo Nugroho, 2014. "Model of Relationship Marketing and Power Asymmetry in Indonesia Retail Industry," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(4), pages 108-127.
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    More about this item

    Keywords

    Investment attractiveness; marketing of territories; image of territories.;
    All these keywords.

    JEL classification:

    • E22 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Investment; Capital; Intangible Capital; Capacity
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O16 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Financial Markets; Saving and Capital Investment; Corporate Finance and Governance

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