Customer Relationship Management in Foreign Direct Investment Promotion
CUSTOMER RELATIONSHIP MANAGEMENT IN FDI PROMOTION TERM PAPER
CRM in Foreign Direct Investment Promotion
NJIMA, Thokozani
KDI School of Public Policy & Management 2011
Table of Contents Acronyms………………………………………………………………………………………….3 Abstract……………………………………………………………………………………………4 1.0 2.0 3.0 4.0 5.0 6.0 7.0 Introduction………………………………………………………………………………..5 Strategy and Organization…………………………………………………………………5 Lead Generation…………………………………………………………………………...6 Investment Services……………………………………………………………………...10 The Marketing Process Model…………………………………………………………...12 Applicable CRM Theories and Models………………………………………………….13 Conclusion……………………………………………………………………………….17
References………………………………………………………………………………………..18 Appendix A………………………………………………………………………………………20
2
CRM in Foreign Direct Investment Promotion, 2011
Acronyms CRM FDI IPA STP TNC IMC SWOT USP Customer Relationship Management Foreign Direct investment Investment Promotion Agency Segmentation, Targeting and Positioning Transnational Corporation Integrated Marketing Communications Strengths, Weaknesses, Opportunities and Threats Unique Selling Propositions
3
CRM in Foreign Direct Investment Promotion, 2011
CRM in Foreign Direct Investment Promotion
NJIMA, Thokozani (201032110)
Customer Relationship Management, KDI School of Public Policy & Management, Spring Semester
Abstract Foreign Direct Investment is increasingly becoming a popular economic development tool among many nations. Investors have a wide pool of investment destinations where they can invest their resources. But not all inward investment destinations have attributes that motivate potential investors to consider investing in a specific country. Moreover, investment is a highly involving action so it demands intensive CRM efforts on the part of the inward investment promoting countries to convince the investors to include their nations in the latter’s consideration sets. It is against this background that this study aims to
CRM in Foreign Direct Investment Promotion
NJIMA, Thokozani
KDI School of Public Policy & Management 2011
Table of Contents Acronyms………………………………………………………………………………………….3 Abstract……………………………………………………………………………………………4 1.0 2.0 3.0 4.0 5.0 6.0 7.0 Introduction………………………………………………………………………………..5 Strategy and Organization…………………………………………………………………5 Lead Generation…………………………………………………………………………...6 Investment Services……………………………………………………………………...10 The Marketing Process Model…………………………………………………………...12 Applicable CRM Theories and Models………………………………………………….13 Conclusion……………………………………………………………………………….17
References………………………………………………………………………………………..18 Appendix A………………………………………………………………………………………20
2
CRM in Foreign Direct Investment Promotion, 2011
Acronyms CRM FDI IPA STP TNC IMC SWOT USP Customer Relationship Management Foreign Direct investment Investment Promotion Agency Segmentation, Targeting and Positioning Transnational Corporation Integrated Marketing Communications Strengths, Weaknesses, Opportunities and Threats Unique Selling Propositions
3
CRM in Foreign Direct Investment Promotion, 2011
CRM in Foreign Direct Investment Promotion
NJIMA, Thokozani (201032110)
Customer Relationship Management, KDI School of Public Policy & Management, Spring Semester
Abstract Foreign Direct Investment is increasingly becoming a popular economic development tool among many nations. Investors have a wide pool of investment destinations where they can invest their resources. But not all inward investment destinations have attributes that motivate potential investors to consider investing in a specific country. Moreover, investment is a highly involving action so it demands intensive CRM efforts on the part of the inward investment promoting countries to convince the investors to include their nations in the latter’s consideration sets. It is against this background that this study aims to
References: 18 CRM in Foreign Direct Investment Promotion, 2011 Wells L.T and A.G. Wint. 1990. Marketing a country: promotion as a tool for attracting foreign investment. FIAS Occasional Paper 1, Washington, D.C., Foreign Investment Advisory Service Lecture notes (Cho, 2011). 19 CRM in Foreign Direct Investment Promotion, 2011 20 CRM in Foreign Direct Investment Promotion, 2011