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

Authors

  • Niki Derlukiewicz Wroclaw University of Economics Faculty of Economic Sciences Department of Macroeconomics
  • Anna Mempel-Śnieżyk Wroclaw University of Economics Faculty of Economic Science Department of Spatial Economy and Local Government Administration
  • Tomasz Pilewicz Warsaw School of Economics Collegium in Business Administration
  • Małgorzata Zdon-Korzeniowska Pedagogical University of Cracow Institute of Geography Department of Entrepreneurship and Spatial Management

DOI:

https://doi.org/10.24917/20801653.323.6

Keywords:

investment attractiveness, investment offer, local government, local regions, marketing orientation

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.

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Author Biographies

Niki Derlukiewicz, Wroclaw University of Economics Faculty of Economic Sciences Department of Macroeconomics

Niki Derlukiewicz, Ph.D., assistant professor at the Department of Macroeconomics at the Faculty of Economic Sciences of Wroclaw University of Economics. Her interests include: innovative economy and entrepreneurs, local and regional development, innovation strategies.

Anna Mempel-Śnieżyk, Wroclaw University of Economics Faculty of Economic Science Department of Spatial Economy and Local Government Administration

Anna Mempel-Śnieżyk, Ph.D., assistant professor at the Department of Spatial Economy and Local Government Administration at the Faculty of Economic Science of Wroclaw University of Economics. Her interests include: clusters, network cooperation, local and regional development.

Tomasz Pilewicz, Warsaw School of Economics Collegium in Business Administration

Tomasz Pilewicz, Ph.D., assistant professor at the Collegium in Business Administration of Economic Science of Warsaw School of Economics. Professional MBA Entrepreneurship & Innovation Alumnus. His research interest include: entrepreneurship, local and regional development, investment attractiveness, business location, transaction costs.

Małgorzata Zdon-Korzeniowska, Pedagogical University of Cracow Institute of Geography Department of Entrepreneurship and Spatial Management

Małgorzata Zdon-Korzeniowska, Ph.D., assistant professor at the Department of Entrepreneurship and Spatial Management in the Institute of Geography of the Pedagogical University of Cracow. Her research interest include: market orientation of local government, territorial marketing, management of tourism at local and regional level, regional tourism products.

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Published

2018-09-21

How to Cite

Derlukiewicz, N., Mempel-Śnieżyk, A., Pilewicz, T., & Zdon-Korzeniowska, M. (2018). Investment Offer as an Expression of Marketing Orientation of Polish Local Governments in the Context of their Investment Attractiveness. Studies of the Industrial Geography Commission of the Polish Geographical Society, 32(3), 98–115. https://doi.org/10.24917/20801653.323.6

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