Marketing lokacije u funkciji privlačenja resursa
Place Marketing In Function Of Attracting Resources
Apstrakt
U radu se opisuje konkurencija između lokacija (gradova, opština, država i regija) u privlačenju neophodnih resursa, te koncept marketinga lokacije kao najefektivniji odgovor na izazove sa kojima se lokacije suočavaju. S obzirom na to da je privlačenje stranih direktnih investicija jedan od najznačajnih zadataka lokacijskog marketinga, u radu je predstavljen model ponašanja stranih investitora sa najvažnijim faktorima koji utiču na njihovu odluku o izboru lokacije za investiranje. Razumevanje ovog procesa i prilagođavanje lokacijskog proizvoda u skladu sa očekivanjima investitora, predstavljaju neophodne preduslove za uspešno privlačenje stranih direktnih investicija.
Abstract
This paper describes the competition between locations (cities, municipalities, states and regions) in attracting necessary resources, and the concept of marketing places as the most effective response to the challenges that locations are facing. Given that the attraction of foreign direct investment is one of the most important tasks of place marketing, the paper presents a model of behaviour of foreign investors with the most important factors influenc ing their decision on the choice of location for investment. Understanding this process and adjustment of location as a product in accordance with investors expectations, are necessary preconditions for attracting foreign direct investment successfully.
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