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Creating Regional Wealth in the Innovation Economy: Models, Perspectives, and Best Practices by Dr. Daniel Rouach, Jeff Saperstein

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Chapter 7. The Branding of Ireland: International Corporations Choosing Ireland for Multifunctional Operations

The Branding of Ireland

The positioning of Ireland as the most favorable region for multinational companies to situate their European operations is one of the great marketing success stories of the Innovation Economy. Indeed, the Irish have shown that with clear, consistent, and compelling communications, in combination with diligent face-to-face contact with the targeted companies it seeks to attract, small regions can succeed in the Innovation Economy.

The Irish advertising story is remarkable for several reasons. Ireland was positioned as an attractive, profitable place to do business despite significant prejudices and handicaps the ...

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