The utilization of locational determinants as a means of segmentation
Author
Hansen, Emil Parmo
Term
4. term
Publication year
2020
Submitted on
2020-06-02
Pages
74
Abstract
Dette speciale undersøger potentialet i at anvende lokationsbestemte faktorer som grundlag for segmentering i en B2B industripark-kontekst med Port of Aalborg som case. Med udgangspunkt i spørgsmålet om, hvordan Port of Aalborg kan målrette internationale virksomheder ved at segmentere efter sammensætningen af stedbundne fordele, kombinerer studiet en litteraturgennemgang af udenlandske direkte investeringer (FDI) og lokationsvalg med kvalitative interviews med virksomheder. På den baggrund udvikles en konceptualisering af lokationsdeterminanter i ni kategorier (bl.a. netværksfordele, arbejdsmarked, viden- og teknologikapabiliteter, myndighedsforhold, infrastruktur, økonomiske og markedsmæssige faktorer samt ressourcer). En casestudie af Aalborg anvendes til at vurdere den lokale sammensætning og attraktion af disse determinanter med henblik på at identificere relevante segmenter for Port of Aalborg. Casen viser, at Aalborgs profil er stærkt centreret omkring Aalborg Universitet og relaterede kompetenceklynger, understøttet af både fysisk logistik og digital kommunikationsinfrastruktur, hvilket især gavner videnbaserede industrier. En væsentlig indsigt er, at virksomhedernes FDI-strategi (fx host-country exploitation eller augmentation) i høj grad påvirker, hvilke lokationsdeterminanter der bliver afgørende i beslutningsprocessen. Specialet munder ud i en række karakteristika, der kan anvendes i segmenteringsarbejdet til at målrette virksomheder, som kan drage fordel af Aalborgs specifikke sammensætning af lokationsfordele.
This thesis explores the use of locational determinants as a basis for segmentation in a B2B industrial park context, using Port of Aalborg as the focal case. Framed by the question of how Port of Aalborg can target international companies by segmenting on the composition of local advantages, the study combines a literature review on foreign direct investment (FDI) and location choice with qualitative interviews with firms. Based on this, it develops a nine-category conceptualization of locational determinants (including network advantages, labor market characteristics, knowledge and technological capabilities, governmental conditions, infrastructure, economic and market factors, and resources). A case study of Aalborg assesses the local composition and attractiveness of these determinants to identify suitable segments for Port of Aalborg. The case highlights Aalborg University and related competence agglomerations as central assets, supported by strong physical logistics and digital communications infrastructure, making the location particularly attractive to knowledge-based industries. A key insight is that the FDI strategy pursued (e.g., host-country exploitation or augmentation) substantially shapes which locational determinants are decisive in firms’ decisions. The thesis concludes with a set of characteristics to guide segmentation toward companies that can benefit from Aalborg’s specific locational profile.
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