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Nation Branding as a Strategic Marketing Approach to Foreign Direct Investment Promotion: The Case of Zimbabwe

Mediterranean Journal of Social Sciences

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Title Nation Branding as a Strategic Marketing Approach to Foreign Direct Investment Promotion: The Case of Zimbabwe
 
Creator Matiza, Tafadzwa; University of Limpopo, Turfloop Campus, South Africa
Oni, Olabanji. A.; University of Limpopo, Turfloop Campus, South Africa
 
Description This study investigated the potential utilisation of nation branding as a government driven investment promotion approach aimed at attracting foreign direct investment to Zimbabwe. This study used both primary and secondary data. A desk research was conducted to collect secondary data from academic publications and journals, while qualitative primary data collection was semi-structured in nature, utilising an interview schedule to conduct in-depth elite interviews. These interviews were recorded for post interview verbatim transcription. A combination of non-probability sampling techniques were used to establish the final sample frame of 9 key informants for the study from a universal population of 11 investment promotion related organisations in Zimbabwe. The study employed the hermeneutic approach to data analysis to analyse the empirical qualitative data generated from the interviewing process. As a result of this study it emerged that subjectively, the negative image that Zimbabwe has as a country and as an investment destination has a causal effect on the ability of the country to attract foreign direct investment. It also emerged that key stakeholders in Zimbabwe perceive nation branding as a panacea to the image-related challenges of investment promotion for Zimbabwe.
DOI: 10.5901/mjss.2013.v4n13p475
 
Publisher Mediterranean Journal of Social Sciences
 
Contributor —
 
Date 2013-11-07
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier https://www.mcser.org/journal/index.php/mjss/article/view/1538
 
Source Mediterranean Journal of Social Sciences; Vol 4, No 13 (2013): November 2013; 475
 
Language eng
 
Relation https://www.mcser.org/journal/index.php/mjss/article/view/1538/1550
 
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