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This study aims to address a heretofore neglected area in research, nation branding, for the purpose of attracting foreign direct investment (FDI). It compares and…
This study aims to address a heretofore neglected area in research, nation branding, for the purpose of attracting foreign direct investment (FDI). It compares and contrasts the well-established literature on decision-making and location choice in FDI with studies in the nascent field of nation branding, with a view to developing directions for future research that result from the identification of research gaps at the intersection point between the two areas.
The study is based on a systematic and integrative review of several streams within the relevant literatures, from the theory of decision-making in FDI to the similarities and differences between advertising, promotion, branding and marketing for investment on the part of nations and sub- or supra-national places.
Each of the two areas is characterized by lack of consensus as to the principal factors that affect investor and nation decisions and actions, resulting in several knowledge gaps that need to be addressed by new research along the lines suggested in the study.
A large number of avenues for potential future research are identified, from assessing the importance of target country image in location choice to the adverse effects arising from the emphasis on “promotion” rather than “marketing” on the part of places engaged in nation branding efforts.
The study examines several problems that affect the practice of nation branding for FDI and points to alternative approaches that may enhance place marketers’ effectiveness in their efforts to attract foreign capital.
Notwithstanding the global growth of FDI in volume and importance, and the omnipresence of nation branding campaigns to promote exports or attract tourism and investment, there has been virtually no research to date on the core issue, nation branding for FDI. The study uses a strategic perspective that highlights key nation branding issues related to FDI, and FDI issues related to nation branding, and suggests a comprehensive agenda for research in the future.
While marketing analytics can be used to improve organizational decision-making and performance significantly, little research exists to examine how the configurations of…
While marketing analytics can be used to improve organizational decision-making and performance significantly, little research exists to examine how the configurations of multiple conditions affect marketing analytics use. This study draws on configuration theory to investigate marketing analytics use in small and medium-sized enterprises (SMEs).
This research employs a fuzzy-set qualitative comparative analysis using data collected from a survey of 187 managers in UK SMEs.
The key findings show that (1) configurations of multiple conditions provide alternative pathways to marketing analytics use, and (2) the configurations for small firms are different from those for medium-sized firms.
The research results are based on several key configurational factors and a single key-informant method to collect subjective data from UK SME managers.
The study helps SMEs to understand that marketing analytics use is influenced by the interaction of multiple conditions, that there are alternative pathways to marketing analytics use, and that SMEs should choose the configuration that fits best with their organizational contexts.
The study contributes to the literature by addressing an important yet underresearched area, i.e. marketing analytics use in SMEs, applying a configurational approach to the research phenomenon. It highlights different pathways to marketing analytics use in SMEs. The findings provide empirical evidence on the possibility and implication of marketing analytics use being asymmetrical and different between small and medium-sized firms.