This master thesis analyzes the potential of Styria as a business location for a new investment company. As part of the analysis, the needs of investment companies are identified and compared to the site-related factors in Styria. The supply of skilled labor, the marketability and the tax burden are identified as the three most important site-relevant factors for investment companies. In general, Styria can be viewed as suitable business location. The basic prerequisites are met and Styria has strengths concerning important site-related factors. The weaknesses in some critical areas are clearly limiting the attractiveness of Styria, when compared to other regions. In the context of the analysis of the site-related factors, this thesis also studies the effects of the site selection on marketing. Regionalism as a potential selling point is critically analyzed and linked to other relevant factors of influence, such as trust. A weak ?Country-of-Origin? effect can also be observed in the context of investment companies. The business location, however, still remains of rather low importance in the decision making process of customers. That notwithstanding, the use of regionalism as a selling point seems applicable, since the business location can have a positive impact on the trust customers put in an investment company.