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Analysing the Cities’ Inward Investment Promotion Websites

100%

Raganowicz K.

2017

tom 6

Purpose – This paper aims to answer the question of importance of the cities’ investment promotion, and to analyse their inward investment promotion websites, which are the primary investment promotion tools. The analysis should identify common features of these websites, thereby indicate the crucial information from the point of view of target audiences.Methodology – Inward investment promotion websites of four leading European cities (Barcelona, Manchester, Wrocław, and Lublin), concerning the foreign direct investment strategy, were analysed comparatively using an original tool based on the Website Attributive Evaluation System – City’s Inward Investment Promotion Website Evaluation System.Findings – The analysis showed that all four cities’ websites are very similar in terms of the presented content. Moreover, the comparative approach to communication with investors is visible. However, there are significant differences in a graphic layout.Research limitations – Only four websites were analysed comparatively. Hence, it is recommended to conduct similar research on a more significant sample.Practical implications – The findings indicate that it can be possible to design transferable model of the city’s inward investment promotion website.Originality – An original tool was designed to analyse comparatively the cities’ inward investment promotion websites.

Symbols of the city of Lublin in the perception of its inhabitants in the light of quantitative and qualitative research

63%

Raganowicz K. , Smalej O.

2018

tom 52

nr 5

The symbol of the city is a primary element shaping the image planned in the marketing strategy, and it is also a natural basis for building the city's brand. The article aims to identify the symbols of the city of Lublin in the perception of its inhabitants. Symbols of Lublin were studied using quantitative research - in the form of a PAPI survey - and qualitative research - with the use of Focus Group Interviews. Particular attention was paid to two age groups: the youngest adult residents of the city and the seniors. Moreover, a comparison was made of free associations connected with the city between groups. As a result of the research, symbols of Lublin were identified: the goat from the Lublin coat of arms, the Lublin Castle and the Old Town. Significant differences between the analysed age groups were also observed. Associations of older people oscillated around the history, tradition, and architecture of Lublin, while younger people focused on elements related to their everyday life.