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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  
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.
Appears in Collections: Наукові видання (ННІ ФЕМ)

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Algeria Algeria
1
Armenia Armenia
1380623
Australia Australia
171263
Austria Austria
1
Canada Canada
1
China China
171318
Czechia Czechia
1
Ecuador Ecuador
1
Egypt Egypt
1
Germany Germany
171291
Hong Kong SAR China Hong Kong SAR China
8865
India India
690
Indonesia Indonesia
171303
Malaysia Malaysia
1
Morocco Morocco
1
Netherlands Netherlands
1
New Zealand New Zealand
1
Pakistan Pakistan
171286
Peru Peru
1
Poland Poland
1380628
Portugal Portugal
1
South Korea South Korea
1
Sweden Sweden
171290
Switzerland Switzerland
1
Taiwan Taiwan
1
Ukraine Ukraine
688
United Kingdom United Kingdom
1380625
United States United States
171292
Unknown Country Unknown Country
1
Vietnam Vietnam
1

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Australia Australia
1380627
China China
1
Finland Finland
1
Germany Germany
171305
India India
171288
Indonesia Indonesia
171304
Italy Italy
1
Kenya Kenya
1
Mexico Mexico
1
Netherlands Netherlands
8871
Pakistan Pakistan
1
Poland Poland
1
Romania Romania
1
Russia Russia
4524
Saudi Arabia Saudi Arabia
171266
South Korea South Korea
1
Switzerland Switzerland
1
Ukraine Ukraine
87
United Kingdom United Kingdom
1380626
United States United States
1380629
Unknown Country Unknown Country
1

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