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 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