The role of marketing in FDI generation: evidence from ASEAN countries

This paper examines the role that investment promotion has played in attracting foreign direct investment (FDI) to the ASEAN region. It also explores the marketing facets of the different investment promotion programs employed by ASEAN countries. Survey findings indicate that investment promotion activities have not been a determinant or influential factor in FDI generation in the ASEAN region. Instead, the ASEAN region has attracted the attention and interest of investors, based on its enhanced international standing as a profitable and internationally competitive region in which Western firms can invest and conduct business.