Document Type : Original Research


1 PhD student in Business Administration, Birjand Azad University

2 Assistant Professor of Management, Islamic Azad University of Birjand


Studies have shown that foreign direct investment has significant effects on macroeconomic variables including tax revenue growth, inflation rate, liquidity growth rate, exchange rate, economic growth growth, employment growth, reduced imports and export development. Meanwhile, the economy of rural areas plays an important role in attracting foreign capital due to its high share in employment and the existence of abundant capacities in the capital conversion and complementary industries. In Iran, Khorasan Razavi is one of the leading provinces in attracting foreign investment due to its unique potentials, especially in rural areas and areas with an industrial agriculture approach. This study aims to investigate the role of marketing mixes on attracting foreign investment in villages and economic sectors prone to attracting capital in Khorasan Razavi. Required information by completing a questionnaire from 30 experts and economic elites in government and private sector with emphasis on provincial agencies related to rural and university economics and other necessary information from 25 companies active in areas related to products A village in this field was collected by available sampling method in 2021. In order to achieve the purpose of the study, the sequential logit economic model and network analysis model were used. The results showed that the company's activity history in attracting investment, education of the CEO or CEO, advertising costs, research and development per year, marketing mixes, marketing strategies and ensuring investment security in attracting foreign capital by companies. Are in transition. However, macroeconomic indicators and government governance behaviors and policies also have a large impact. In the end, marketing mixes were prioritized in order to attract foreign investment.


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