ABSTRACT
This chapter focuses on analysing the installation of foreign subsidiaries in a developed country, such as France, and more precisely in an economically mature territory, such as Brittany. The local context allows multinational companies (MNCs) to increase strategic assets and create a competitive advantage. The criteria for access to local demand are favoured in the case of a market seeking foreign investment strategy. The MNC’s ability to seize the opportunities that evolving territories offer in terms of value creation therefore plays a major role. The location choice is led by the will to serve surrounding markets. The organisational anchoring of the subsidiary goes through the individual anchoring of the person in charge of it. The majority of foreign investment in Brittany comes from Europe. Germany, with 69 subsidiaries, is the first investor country. To understand location choices of foreign investment, we choose a resource-based view.
