A Marketing Perspective on the FDI-Promotion of Singapore
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
This paper hopes to contribute with a better understanding of the mechanisms behind the marketing of places/nations/destinations to foreign investors and ultimately to an integrated theory, which encompass aspects from consumer-, industrial-, relationship- and service marketing. With the competition between countries for FOREIGN DIRECT INVESTMENT intensifying and Multi National Corporations becoming more selective in their location decisions, this study caters to an issue central to the globalisation taking place today and highly relevant to both business and government leaders involved in the planning for a nation’s economic development and prosperity through the promotion and marketing of investment opportunities in a nation. By using an outlook where countries can be seen as product offerings, promotion of investment opportunities is viewed from a marketing perspective. Although the study is restricted to focusing on Singapore, the reasoning behind reaching competitive advantages for attracting investments is applicable on a worldwide basis.
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IdentifiersURN: urn:nbn:se:su:diva-3011OAI: oai:DiVA.org:su-3011DiVA: diva2:192181