Building an Attractive Investment Image: An Entrepreneurial Perspective for The City of Larissa, in Thessaly Region, Greece

Abstract

The new economic and social structural changes, both at an international and European level, have influenced the cities' profile by creating high-level competitiveness and attractiveness within various cities. This fact leads to the conclusion that we are standing before a new form of competition, where cities are trying to attract investments aimed at boosting their economic development and high-level competitiveness between each other. The present article examines the case of the city of Larissa, Thessaly region, Greece, as an investment destination for businesses development. We use both original and derivative empirical data from 114 firms in the area of Larissa City, which evaluate the city's advantages, the frequency of implementation of development policies and also the potential for cooperation with local public factors for a joint promotion and support of the city's image as an attractive and competitive investment destination. The article draws important conclusions concerning both the city and companies that participated in the survey.