Article
Investment Promotion Agencies on the Internet: Evaluating Promotion Tactics and Web Presence
Journal of International Business Research
(2007)
Abstract
This article presents a comparison between the main pages of Web sites from several investment promotion agencies (IPAs) from countries in different regions of the world. Using content analysis, the study assesses and contrasts the communication and positioning tactics embedded in each main page based on the value-added and purpose of the Web sites, and the effect that cultural dimensions may have on these tactics. The findings indicate that countries enjoying a higher level of economic development tend to maintain better Web site functionality and demonstrate higher effectiveness in communicability. It seems that, not only for investors but anyone visiting a Web site, aesthetics and presentation are crucial. Relatedly, given that IPAs all target world venture capitalists, yet Western influence permeates the Internet environment, in general, this paper also found a level of convergence and homogenization in the content of their Web sites based on Western influence, even in those from countries in the lower-income group.
Disciplines
Publication Date
2007
Citation Information
Héctor R. Lozada and Gary H. Kritz. "Investment Promotion Agencies on the Internet: Evaluating Promotion Tactics and Web Presence" Journal of International Business Research Vol. 6 Iss. 2 (2007) p. 15 - 30 ISSN: 1544-0230 Available at: http://works.bepress.com/gary-kritz/3/