Marketing a country: promotion as a strategic marketing tool for attracting foreign direct investment-evidence from ghana investment promotion center (gipc)

No Thumbnail Available
Journal Title
Journal ISSN
Volume Title
This study aim to investigate the role Ghana Investment Promotion Center (GIPC) plays in marketing Ghana through the deployment of promotion as a marketing tool in attracting Foreign Direct Investment. This study seeks to achieve three objectives including, 1. To identify the main promotional tools for marketing Ghana as a nation, 2. To identify the promotional mix that encourages foreign direct investments, 3. To examine the effect of promotional tools on foreign direct investments for marketing Ghana as a nation. The source of data was gathered from the employees of Ghana Investment Promotion Center (GIPC). The data analysis was done using the SPSS (v 20). The data was subjected to statistical analysis by performing descriptive statistics, graphs, correlation, and regression approaches. The finding of the study stated that promotion tools had a positive effect on FDI in the Ghana Investment Promotion Center (GIPC). The outcome is consistent with the findings of Wilson, and Baack, (2012), Abamu, (2019), Devadze, (2021) which had positive association between promotion tools and FDI. The positive effect of promotion tools on foreign direct investment in the Ghana Investment Promotion Center (GIPC) was achieved due to policies and procedures adopted by the GIPC in dealing with their investors, customers and employees.
A thesis submitted to the institute of distance learning, Kwame Nkrumah university of science and technology, kumasi in partial fulfilment for the degree of master of science marketing