How to Attract Multi National Enterprises (MNEs). Thoughts from a Berlin-Based Science Park about Strategies, Unique Selling Propositions and Lessons to Learn

A strong branding of a science park or Area of Innovation, efficient marketing and communication tools are powerful instruments to make a STP or AI more visible internationally and will significantly help to attract international corporations. In fact, these tools can develop their efficiency only if they build on strong talents and creative people within well-networked innovation clusters and a modern infrastructure. It is a very sensitive and complex challenge to identify and to convince target companies to become active posts and possible lighthouses for a STP / AI. It requires a well-networked management, a long-term development approach and flexible support tools.