Nation branding for foreign direct investment: a review and directions for research and strategy

2.50
Hdl Handle:
http://hdl.handle.net/10547/622126
Title:
Nation branding for foreign direct investment: a review and directions for research and strategy
Authors:
Papadopoulos, Nicolas; Hamzaoui-Essoussi, Leila; El Banna, Alia
Abstract:
Purpose 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. - Design/methodology/approach 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. - Findings 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. - Research limitations/implications 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. - Practical implications 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. - Originality/value 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.
Affiliation:
Carleton University, Ottawa; University of Ottawa; University of Bedfordshire
Citation:
Papadopoulos N, Hamzaoui-Essoussi L, El Banna A (2016) 'Nation branding for foreign direct investment: a review and directions for research and strategy', Journal of Product and Brand Management, 25 (7), pp.615-628.
Publisher:
Emerald
Journal:
Journal of Product and Brand Management
Issue Date:
1-Dec-2016
URI:
http://hdl.handle.net/10547/622126
DOI:
10.1108/JPBM-09-2016-1320
Additional Links:
http://www.emeraldinsight.com/doi/full/10.1108/JPBM-09-2016-1320
Type:
Article
Language:
en
ISSN:
1061-0421
EISSN:
1061-0421
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorPapadopoulos, Nicolasen
dc.contributor.authorHamzaoui-Essoussi, Leilaen
dc.contributor.authorEl Banna, Aliaen
dc.date.accessioned2017-06-15T08:28:39Z-
dc.date.available2017-06-15T08:28:39Z-
dc.date.issued2016-12-01-
dc.identifier.citationPapadopoulos N, Hamzaoui-Essoussi L, El Banna A (2016) 'Nation branding for foreign direct investment: a review and directions for research and strategy', Journal of Product and Brand Management, 25 (7), pp.615-628.en
dc.identifier.issn1061-0421-
dc.identifier.doi10.1108/JPBM-09-2016-1320-
dc.identifier.urihttp://hdl.handle.net/10547/622126-
dc.description.abstractPurpose 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. - Design/methodology/approach 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. - Findings 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. - Research limitations/implications 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. - Practical implications 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. - Originality/value 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.en
dc.language.isoenen
dc.publisherEmeralden
dc.relation.urlhttp://www.emeraldinsight.com/doi/full/10.1108/JPBM-09-2016-1320en
dc.rightsGreen - can archive pre-print and post-print or publisher's version/PDF-
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectcountry imageen
dc.subjectforeign direct investmenten
dc.subjectFDI location choiceen
dc.subjectnation brandingen
dc.subjectinvestment promotion agenciesen
dc.titleNation branding for foreign direct investment: a review and directions for research and strategyen
dc.typeArticleen
dc.identifier.eissn1061-0421-
dc.contributor.departmentCarleton University, Ottawaen
dc.contributor.departmentUniversity of Ottawaen
dc.contributor.departmentUniversity of Bedfordshireen
dc.identifier.journalJournal of Product and Brand Managementen
dc.date.updated2017-06-15T08:15:27Z-
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