Lithuania – a Well Kept Secret in the Eyes of British Investors?: A case study of branding of Lithuania in order to attract British investors
Author
Markeviciene, Aurelija
Term
10. term
Publication year
2012
Pages
120
Abstract
Lande konkurrerer i stigende grad om udenlandske direkte investeringer (FDI), og forskere peger på, at et stærkt nationalt brand gør det lettere at tiltrække dem. Litauen har arbejdet med sit image i mere end 20 år, og regeringen har oprettet Invest Lithuania til at markedsføre landet over for udenlandske investorer. Alligevel er Litauen stadig relativt ukendt blandt britiske investorer. Denne afhandling undersøger derfor, hvordan Invest Lithuania kan brande og positionere Litauen på det britiske marked for at tiltrække direkte investeringer i sektoren for servicecentre (forretningsstøttefunktioner). Den søger at besvare tre spørgsmål: 1) hvordan Invest Lithuania arbejder med branding og positionering over for britiske investorer, 2) hvilket billede britiske investorer har af Litauen som investeringsdestination, og 3) hvilke faktorer der påvirker deres valg af marked. Metoden er kvalitative, semistrukturerede interviews med både Invest Lithuania og britiske investorer for at belyse forskellige perspektiver på Litauens brand og beslutningsgrundlag. Resultaterne viser, at når britiske investorer får erfaring med Litauen, er deres opfattelse overvejende positiv og stemmer overens med den brandidentitet, som Invest Lithuania kommunikerer. Centrale styrker er en kvalificeret arbejdsstyrke, strategisk geografisk placering, høj teknologisk kvalitet, lave omkostninger, investeringsincitamenter og positive, delte erfaringer, der skaber tillid. Samtidig peger investorer på svagheder—særligt bureaukrati og juridiske processer—som kan afskrække nogle. Den største udfordring i Storbritannien er dog den lave kendskabsgrad: Litauen er en “godt bevaret hemmelighed”, og mange britiske investorer overvejer slet ikke landet. Konklusionen er, at Invest Lithuania’s brandretning er fornuftig og adresserer britiske investorers vigtigste behov, men kommunikationen når ikke målgruppen effektivt. Derfor bør Invest Lithuania prioritere direkte kontakt og personlig præsentation over for britiske investorer og samtidig arbejde for at reducere bureaukratiet.
Countries increasingly compete for foreign direct investment (FDI), and research suggests that a strong national brand helps attract it. Lithuania has worked on its image for more than 20 years, and the government set up Invest Lithuania to promote the country to foreign investors. Yet Lithuania remains relatively unknown among British investors. This thesis therefore examines how Invest Lithuania can brand and position Lithuania in the UK to attract direct investment in the service centres sector (business support operations). It addresses three questions: 1) how Invest Lithuania is branding and positioning Lithuania to British investors, 2) what image British investors hold of Lithuania as an investment destination, and 3) which factors influence their choice of market. The study uses qualitative, semi-structured interviews with both Invest Lithuania and British investors to capture different perspectives on Lithuania’s brand and decision drivers. Findings show that once British investors experience Lithuania, their views are generally positive and align with the brand identity communicated by Invest Lithuania. Key strengths include a skilled workforce, strategic geographic location, high-quality technologies, competitive costs, incentives, and positive shared experiences that build trust. At the same time, investors note weaknesses—especially bureaucracy and legal procedures—that can deter some. The main challenge in the UK is low awareness: Lithuania is a “well-kept secret,” so many British investors do not consider it. The conclusion is that Invest Lithuania’s brand direction is sound and addresses British investors’ core needs, but it is not reaching the target audience effectively. Invest Lithuania should therefore prioritize direct outreach and one-to-one presentations to British investors, alongside efforts to reduce bureaucracy.
[This abstract was generated with the help of AI]
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