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

Elvis Madondo and Hummerly Dhobha
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Elvis Madondo: University of Johannesburg
Hummerly Dhobha: Durban University of Technology

International Journal of Business Ecosystem & Strategy (2687-2293), 2025, vol. 7, issue 2, 479-486

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

Date: 2025
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