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A comparative cross-national examination of online investment promotion

  • Alia El-Banna
    ,
  • Leila Hamzaoui-Essoussi
    ,
  • Nicolas Papadopoulos
Research Output: Contribution to journal Article Peer-review

Open access

Sustainable Development Goals

  • SDG 10 - Reduced Inequalities
    SDG 10 Reduced Inequalities

Abstract

The internationalization of operations has led to more countries trying to attract foreign direct investment by promoting themselves through nation branding and other activities including online promotion by national or regional Investment Promotion Agencies (IPAs). This paper utilizes a nation branding framework to identify and analyze online IPA promotion cross-nationally. Results show that IPA websites have certain common elements but also vary greatly in their use of promotional approaches that contribute to branding the places they represent. This implies a need for a better practice of nation branding oriented strategies to influence investors’ perceptions and decisions.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 131-146

Journal (Volume, Issue Number)

Journal of Euromarketing (Volume 25, Issue 3-4)

Publication milestones

  • Published - 10/04/2017

Publication status

Published - 10/04/2017

ISSN

1049-6483

External Publication IDs

  • handle.net: 10547/622082

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