Marketing aspects of image formation and investment attractiveness of territories and enterprises

Abstract

Purpose: The article identifies the differences between Ukraine and Poland in the image formation of the territory and investment attractiveness. Design/Methodology/Approach: A territorial-oriented approach is being introduced in Poland (an approach taking into account local conditions), which implies emphasis on a combination of investments and an integrated territorial approach, providing emphasis on activities that contribute to development. Findings: The regions of Ukraine are characterized by different levels of investment volume due to the differences in competitive advantages. In contradistinction from Ukraine, the competitive advantages of the territories provide a high level of investment attractiveness in Poland; they are integrated, and are generally based on advanced infrastructure (digital, business, transport), high-tech industries, advanced business services, economic zones, academic centers. Practical Implications: The conducted research makes it possible to identify several basic features of image formation and investment attractiveness of territories. Originality/Value: The basic key difference concerns the competence of countries’ integration of formed competitive advantages of the territory. The specified competence is traced in Poland, while in Ukraine the absence of this competence leads to underutilization of the regions’ potential.