Country Marketing: Incentive Influence on Export Processing Zone Firms.

      Аннотация: Country marketing activities cost huge sums of money and yet there has been little empirical concurrence on the accrued benefits to the host countries. The host country may forego tax revenue when offering investment promotion incentives but with unfavourable macro-marketing environment which negatively impacts on the firm performance, it may not achieve the EPZ programme development objectives. Performance being a multi-dimensional construct, this study investigates and analyses the joint influence of the variables based on the research problem: To what extent do perceived value of investment promotion incentives, organizational characteristics and macro-marketing environment influence performance of EPZ firms in Kenya? The study concludes that incentives are effective tools for marketing a country as an investment destination. It largely contributes to theory development, policy and country marketing practice. The book targets the academia, marketing and business students, investors and industry captains. It is a must read for policy and decision makers in industrial and investment promotion.

Ключевые слова: Export Processing Zones, Firm Performance, Macro-marketing environment, perceived value of investment promotion incentives, country marketing