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Title | The Economic and Marketing Attractiveness of Countries: Measurement and Positioning in Terms of Economic Security |
Authors |
Bondarenko, Alla Fedorivna
Zakharkina, Liudmyla Serhiivna Syhyda, Liubov Oleksiivna Saher, Liudmyla Yuriivna |
ORCID |
http://orcid.org/0000-0002-8439-1787 http://orcid.org/0000-0003-1002-130X http://orcid.org/0000-0002-0319-8070 http://orcid.org/0000-0002-5628-5477 |
Keywords |
attractiveness competitiveness country marketing of territory matrix measurement positioning |
Type | Article |
Date of Issue | 2020 |
URI | https://essuir.sumdu.edu.ua/handle/123456789/82758 |
Publisher | IIETA |
License | Creative Commons Attribution 4.0 International License |
Citation | Bondarenko, A.F., Zakharkina, L.S., Syhyda, L.O., Saher, L.Y. (2020). The economic and marketing attractiveness of countries: Measurement and positioning in terms of economic security. International Journal of Sustainable Development and Planning, Vol. 15, No. 4, pp. 439-449. https://doi.org/10.18280/ijsdp.150404 |
Abstract |
The subject of the research is the territory’s attractiveness. The main research activities are
focused on 15 countries with different levels of development. Thus, the purpose of the study
is to provide an empirical study on measuring the attractiveness of defined countries and on
identifying their positions comparing with others. The study suggests measuring the territory’s
attractiveness from two points of view: economic and marketing attractiveness. It is proposed
to measure economic attractiveness using five sub-indexes: business, production, trade &
investment, environment, and logistics. At the same time marketing attractiveness consists of
the following sub-indexes: social, touristic, territory’s convenience, innovation, and demand.
The research results allow plotting countries on a nine-cell matrix and separate three groups
of countries – countries with high (group 1), medium (group 2) and low (group 3) economic
and marketing attractiveness. Recommendations and strategies of further attractiveness
improvement depending on countries' current position are formed. |
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