A importância de uma estratégia de comunicação na atração de investimento internacional
: o caso da InvestPorto

  • Margarida Caeiro da Maia Júlio (Student)

Student thesis: Master's Thesis

Abstract

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.
Date of Award15 Jul 2024
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorSusana Silva (Supervisor)

Keywords

  • Territorial marketing
  • International investment promotion
  • InvestPorto

Designation

  • Mestrado em Marketing

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