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Abstract(s)
Objetivo - O objetivo deste trabalho é analisar e compreender a importância de uma estratégia de comunicação na atração de investimento internacional. Metodologia – Este estudo de caso foi realizado num contexto de um estágio curricular e com recolha de entrevistas, dados primários e observações de campo diretas. Resultados – Concluiu-se que é através da definição de serviços e criação e de ferramentas que a Agência de Promoção de Investimento InvestPorto consegue fazer chegar informação aos investidores, promover a cidade como destino ideal ao investimento e impulsionar os investidores e empresas que integram o ecossistema económico da cidade. Originalidade/valor – Estudar a evolução de uma Agência de Promoção de Investimento que nos últimos anos criou e desenvolveu novas ferramentas de comunicação para potencializar o seu propósito demonstra a realidade atual de como o Marketing Territorial impulsiona o Investimento Internacional.
Purpose - The purpose of this work is to analyse and understand the importance of a communication strategy in attracting international investment. Methodology - This case study was carried out in the context of a curricular internship and with the collection of interviews, primary data and direct field observations. Results - It was concluded that it is through the definition of services and the creation of tools that the InvestPorto Investment Promotion Agency is able to provide information to investors, promote the city as an ideal investment destination and boost the investors and companies that make up the city's economic ecosystem. Originality/value - Studying the evolution of an Investment Promotion Agency that in recent years has created and developed new communication tools to enhance its purpose demonstrates the current reality of how Territorial Marketing drives International Investment.
Purpose - The purpose of this work is to analyse and understand the importance of a communication strategy in attracting international investment. Methodology - This case study was carried out in the context of a curricular internship and with the collection of interviews, primary data and direct field observations. Results - It was concluded that it is through the definition of services and the creation of tools that the InvestPorto Investment Promotion Agency is able to provide information to investors, promote the city as an ideal investment destination and boost the investors and companies that make up the city's economic ecosystem. Originality/value - Studying the evolution of an Investment Promotion Agency that in recent years has created and developed new communication tools to enhance its purpose demonstrates the current reality of how Territorial Marketing drives International Investment.
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Keywords
Marketing territorial Promoção de investimento internacional InvestPorto Territorial marketing International investment promotion