Investment Offer as an Expression of Marketing Orientation of Polish Local Governments in the Context of their Investment Attractiveness

Niki Derlukiewicz , Anna Mempel-Śnieżyk , Tomasz Pilewicz , Małgorzata Zdon-Korzeniowska

Abstract

The marketing concept of the functioning of territorial units is well-known today, both in the literature of the subject and in practice, although the activities undertaken vary in their intensity and scope. The expressions of marketing thinking and actions are, among other things, activities undertaken by local governments in the area of shaping the offer of a territorial unit. In our research, we focused on the territorial investment offer of the Polish local regions (NUTS 5), as well as actions taken by local governments as the entities with the most real opportunities for shaping this offer. The main goal of our research was the exploration of market orientation (MO) and investment offer (IO) in the practice of local governments, and then an attempt to link the undertaken actions with their potential investment attractiveness (PAI). The conclusions contained in this article are based on research conducted on a random sample of 277 Polish local regions with the use of three research methods: electronic audit of the official web portals of local regions, the mystery stakeholder, and an electronic survey sent to the official administrative representatives of the local regions in the sample. The conducted research shows that Polish local governments are slowly adopting MO, increasingly identifying their customers (including investors) and knowingly providing the expected benefits. As part of the conducted research a wide collection of good practices was developed in the area of shaping the investment offer and marketing approach which should be promoted and discussed.
Author Niki Derlukiewicz (ES / DSEaLGA)
Niki Derlukiewicz,,
- Department of Spatial Economy and Local Government Administration
, Anna Mempel-Śnieżyk (ES / DSEaLGA)
Anna Mempel-Śnieżyk,,
- Department of Spatial Economy and Local Government Administration
, Tomasz Pilewicz - Warsaw School of Economics (SGH)
Tomasz Pilewicz,,
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, Małgorzata Zdon-Korzeniowska - Pedagogical University of Cracow (UP)
Małgorzata Zdon-Korzeniowska,,
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Journal seriesPrace Komisji Geografii Przemysłu Polskiego Towarzystwa Geograficznego, ISSN 2080-1653, e-ISSN 2449-903X, (B 12 pkt)
Issue year2018
Vol32
No3
Pages98-115
Publication size in sheets0.85
Keywords in Englishinvestment attractiveness; investment offer; local government; local regions; marketing orientation
DOIDOI:10.24917/20801653.323.6
Languagepl polski
File
Dulukiewicz_Investment_Offer_as_an_Expression.pdf of 04-10-2018
449,59 KB
Score (nominal)12
Score sourcejournalList
Publication indicators WoS Citations = 0
Citation count*1 (2020-08-09)
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