BWI industrial area being promoted 1,000 companies to get market research report

April 20, 1997|By Cheryl Lu-Lien Tan | Cheryl Lu-Lien Tan,SUN STAFF

The BWI Business Partnership Inc. is stepping up promotion of the industrial area around the airport with a market research report to be mailed to 1,000 companies nationwide.

The report, due out this week, focuses on warehousing and distribution. It was put together along with the Baltimore-Washington International Airport marketing department and the economic development agencies of Anne Arundel and Howard counties.

"We decided that it made sense to target certain industries for growth, and this would be a good way to do it," said Neil Shpritz, executive director of the partnership, a nonprofit economic development agency. "What we really hope [the report will] do is talk about the industry in a concise manner, just to raise the awareness that this would be a place to consider for expansion."

The partnership plans to send four reports a year to businesses that might be interested in the BWI area. The second report, scheduled for release May 14, will feature telecommunications.

Such market research reports are effective in luring businesses, said P. K. Kannan, associate professor of marketing at the

University of Maryland College Park graduate school of business. He said chambers of commerce, mayors' offices and metropolitan governments often put them out.

"When [businesses] look at these reports, they see that there is a positive focus on trying to market an area," Kannan said. "Then they think, 'If I'm going to go into a place where they're trying to market it, then maybe I can get some incentives from local government and local counties.' "

Richard W. Story, executive director of the Howard County Economic Development Authority, said the group came up with the idea for the reports two years ago after seeing that they worked for other areas.

The Greater-Washington Initiative, for example, began sending out market research reports three years ago, Story said. The reports led to five companies' locating in the Washington area.

"We're trying to create a target that puts the BWI business district on the bull's eye," Story said. "The report says there's opportunity here, and the notion obviously is to get people sufficiently interested in the product to come visit. Then it will be up to the two counties to close those deals."

Pub Date: 4/20/97

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