Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Attracting Foreign Direct Investment through Strategic Marketing Tools: The Case of Kazakhstan

Author(s): Raushan Yesbergen, Gulden Baibussinova, Yuliya Tyurina, Anvar Tulaganov, Marija Troyanskaya, Vyacheslav Bubnov, Gaini Abenova

This manuscript engage in the examination and analysis of the use of marketing communication tools (MCTs) and techniques by government and public sector organisations (POs) in Kazakhstan in the contemporary digital environment. It furthermore considers the possibility of adoption of the effective MCTs for attraction of Foreign Direct Investment (FDI) by Kazakhstan to entrepreneurial sector, with specific regard to possible improvements that could be made by using the MCTs utilised in developed countries (e.g., United States of America). The manuscript is written by using literature review and secondary information from various sources. The research revealed that Kazakhstan should place greater emphasis on the content of its MCTs and provide greater information about the advantages and benefits of FDI. Theoretically, it is our hope that this manuscript contributes somewhat to the clearer understanding of the role of MCTs in the context of investment promotion while adding to the growing body of knowledge in the field of nation branding. It is also our hope that the generic model for adoption of marketing communication tools that this manuscript has recommended for Kazakhstan also positively contributes to the Kazakhstan’s brand strategy and to the growing body of theory in nation branding.

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