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Strategic communication and foreign direct investment (FDI) in the post-Mugabe era: A review of government campaigns and economic impact

Author

Listed:
  • Elvis Madondo

    (University of Johannesburg)

  • Hummerly Dhobha

    (Durban University of Technology)

Abstract

This paper explores the role of strategic government communication in attracting Foreign Direct Investment (FDI) to Zimbabwe in the post-Mugabe era, using a Systematic Literature Review (SLR) methodology. The study investigates how government communication strategies, including diplomatic engagement, national branding, and media outreach, influence investor perceptions and contribute to economic growth. The review identifies key insights, noting that Zimbabwe’s efforts to rebrand itself through campaigns like "Zimbabwe is Open for Business" have enhanced its image internationally and attracted investments, particularly in the mining and infrastructure sectors. However, the study highlights several challenges, including political instability, inconsistent policies, and competition from other African nations, which continue to hinder Zimbabwe's full potential in attracting FDI. The findings suggest that while strategic communication has been effective in improving Zimbabwe’s image, further steps are needed to ensure consistent policy frameworks and address investor concerns regarding security and economic stability. The paper concludes that sustained efforts in refining communication strategies, alongside policy consistency, are essential for Zimbabwe to become a more competitive investment destination. Additionally, future research directions are proposed, including comparative studies with other African nations and an exploration of the role of non-governmental actors and digital platforms in enhancing FDI attraction. Key Words:strategic communication, foreign direct investment, government communication, Zimbabwe, post-Mugabe era, economic diplomacy, FDI attraction

Suggested Citation

  • Elvis Madondo & Hummerly Dhobha, 2025. "Strategic communication and foreign direct investment (FDI) in the post-Mugabe era: A review of government campaigns and economic impact," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 7(2), pages 479-486, April.
    • Handle: RePEc:adi:ijbess:v:7:y:2025:i:2:p:479-486
    DOI: 10.36096/ijbes.v7i2.769
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    References listed on IDEAS

    as
    1. Lydon, Reamonn & Williams, Mark, 2005. "Communications Networks and Foreign Direct: Investment in Developing Countries," MPRA Paper 2492, University Library of Munich, Germany.
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    3. J. Muzurura, 2019. "Foreign Direct Investment in Zimbabwe: The Role of Uncertainty, Exports, Cost of Capital, Corruption and Market Size," The Economics and Finance Letters, Conscientia Beam, vol. 6(1), pages 9-24.
    4. Plaxedes Gochero & Seetanah Boopen, 2020. "The effect of mining foreign direct investment inflow on the economic growth of Zimbabwe," Journal of Economic Structures, Springer;Pan-Pacific Association of Input-Output Studies (PAPAIOS), vol. 9(1), pages 1-17, December.
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    7. Samina Sabir & Anum Rafique & Kamran Abbas, 2019. "Institutions and FDI: evidence from developed and developing countries," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 5(1), pages 1-20, December.
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