Place Marketing for Foreign Direct Investment in Central and Eastern Europe

Abstract

Post-socialist Central and Eastern Europe (CEE) has seen a rapid adoption of 'Western' place marketing strategies. This chapter begins with an initial survey of the role of place marketing in attracting Foreign Direct Investment (FDI) into the region. It discusses what place marketing for FDI is and the determinants of attracting such investment. The chapter outlines the changing context of FDI locational decision making in CEE and the implications of this for place marketing. FDI is a dynamic process and place marketing should take into account its forms and changing environment. The chapter then provides an overview of place marketing practice in the region by analysing case studies reflecting the variety of experience across the region and the spatial scales over which place marketing for FDI is undertaken. It concludes with the key aspects of place marketing for FDI in post-socialist CEE.