This paper examines the impact of foreign direct investment on the marketing resources
and capabilities of firms in Hungary. Foreign direct investment into Hungary has been
substantial in recent years and is credited as a major factor in leading the transition
towards a market-led economy. While the motives of foreign investors to invest and
of governments to attract investment have been extensively addressed in the literature,
there has been little research on the reasons why individual host firms seek to attract
investment. This paper develops a theoretical explanation of host firm motives through
the resource-based theory of the firm, proposing that host firms seek resources from
their investors that can then be deployed to create competitive advantage over rivals
in the domestic market. A series of specific propositions are developed and tested
empirically on a large sample of Hungarian enterprises.
