2013
DOI: 10.5901/mjss.2013.v4n13p475
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Nation Branding as a Strategic Marketing Approach to Foreign Direct Investment Promotion: The Case of Zimbabwe

Abstract: 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 inter… Show more

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Cited by 10 publications
(11 citation statements)
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“…The Olympic Games or other major events can accelerate the changes in a country's image (Papadopoulos and Heslop, 2002). Studies on socioeconomic changes influencing country image were examined by several researchers (Szondi, 2007;Nowinska, 2012;Matiza and Oni 2013;Ruzzier and De Chernatony, 2013;Vdovichena and Olijnych, 2013;Harengel and Gbadamosi, 2014).…”
Section: Literature Reviewmentioning
confidence: 99%
“…The Olympic Games or other major events can accelerate the changes in a country's image (Papadopoulos and Heslop, 2002). Studies on socioeconomic changes influencing country image were examined by several researchers (Szondi, 2007;Nowinska, 2012;Matiza and Oni 2013;Ruzzier and De Chernatony, 2013;Vdovichena and Olijnych, 2013;Harengel and Gbadamosi, 2014).…”
Section: Literature Reviewmentioning
confidence: 99%
“…Modern investment promotion consists of three basic activities conducted by governments or investment promotion agencies (IPAs), namely, creating an attractive image of a country as an investment destination, information provision to potential and current investors and providing services to prospective investors (Matiza & Oni, 2013, Trnik, 2007, Wells & Wint, 2000. In a paper on the acceleration of FDI to Africa, Musila and Sigue (2006) conclude that these activities as part of investment opportunity promotion, is a generally growing field in the marketing of places.…”
Section: Investment Promotionmentioning
confidence: 99%
“…Studying "nation branding" is also hard in the best of times: With a history of less than two decades, the field is still in its infancy in research, which consists mostly of descriptive studies and prescriptive assertions, as well as in practice, where applications more often than not reflect a lack of understanding of the concept's strategic nature (Dinnie, 2008). And studying "Africa" is harder still: The continent is badly underresearched and poorly understood (Matiza & Oni, 2013), as amply illustrated by the nowinfamous Delta Air Lines advertisement, related to the 2014 World Cup, which used a giraffe as symbolic of a country that does not have any (Ghana; Corcoran, 2014); overall, notwithstanding a population of over one billion people in 54 very diverse countries, and with only a few exceptions (e.g., wildlife tourism), Africa is commonly perceived as an amorphous grey mass of "poverty … corruption … pestilence … and several other inauspicious features" (Osei & Gbadamosi, 2011: 284).…”
Section: Introductionmentioning
confidence: 99%