Naslov
Importance of an investment attraction plan and communication strategy for the entrepreneurial zones of small cities

Autori
Kadlec, Željka ; Hetrih, Josip

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
IMR 2019, Interdisciplinary managemnt research XV / - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2019, 1539-1561

Skup
15th International Conference on Interdisciplinary Management Research (IMR 2019)

Mjesto i datum
Opatija, Hrvatska, 16.05.2019. - 18.05.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
entrepreneurial zones, investment attraction plan, communication strategy, small towns

Sažetak
The primary goal of this paper is to define measures for attracting the investments and to develop a communication strategy for entrepreneurial zones of small towns and municipalities with a population of up to 15.000 inhabitants. The cities which develop an investment attraction plan have a key role in creating enticing entrepreneurial zones. This paper describes the most successful entrepreneurial zones in Croatia that are located in different regions. The comparison of Croatian cities with the best measures and communication strategies is presented. There are several significant factors for investors to make a decision about the entrepreneurial zone selection. Research on investors from different sectors has been conducted with the aim of improving the quality of incentive measures. Based on the results of the research, a case study of entrepreneurial zones in the town of Slatina was created. Slatina is located in Virovitica-Podravina County and it does not have well-developed incentive measures nor communication strategy. Case study includes current state analysis of entrepreneurial zones, a problem analysis and SWOT analysis. Comparative view of entrepreneurial zones in Slatina and entrepreneurial zones in other, more developed cities, as examples of best practices is made. An investment attraction plan and communication strategy for entrepreneurial zones in cities and municipalities of up to 15.000 inhabitants has been developed, with measures, cost- effectiveness, their impact on employment growth and the impact on the annual budget of the city. Research results show the importance of planning and establishing quality measures, as well as a communication strategy that leads to potential investors. Successful investment attraction plan has the strong impact on economic growth of the cities as well as the social impact driven by employment growth.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Zbornik je indeksiran u Web of Science, EBSCOhost, RePEc, EconPapers, Socionet

POVEZANOST RADA