This study uses multidimensional scale (MDS) and ALSCAL tool based on provincial competitiveness index to explore the differences among Vietnam localities. Then a perceptual map is formed to recognize the current locations of each province or city in investors’ mind. The findings show that two indices groups building differentiation of Danang include: 1st factor – entry cost and proactivity, 2nd factor – land access and time costs. Some implications are given for Danang in positioning the city brand image based on differentiation. |
