Title: Building the Brand: Marketing Strategies for Attracting Startups and Investors to Entrepreneurship Hubs in Developing countries. A Case Study of Iringa Municipal.
Authors: Yohana Tweve., Dr Blandina Kisawike
Volume: 9
Issue: 6
Pages: 120-128
Publication Date: 2025/06/28
Abstract:
This study addresses a critical gap in entrepreneurial ecosystem development: the absence of tailored marketing frameworks for entrepreneurship hubs in secondary cities of developing countries. While such hubs are vital for inclusive economic growth, they struggle to attract startups and investors due to visibility deficits, credibility challenges, and resource constraints. Focusing on Iringa Municipality, Tanzania, this research employs a mixed-methods approach integrating stakeholder surveys, institutional interviews, and contextual analysis to investigate how strategic marketing and branding can reposition regional hubs beyond traditional support functions. The findings reveal that successful attraction hinges on three synergistic strategies: deep cultural embedding (integrating local heritage and trusted community figures into brand identity), digital-physical hybridization (blending online platforms with place-based rituals), and policy aligned positioning (leveraging national development frameworks to signal legitimacy to investors). Crucially, the study demonstrates that marketing is not merely promotional but foundational to ecosystem credibility, transforming hubs from passive incubators into curated gateways for investment and innovation. Theoretically, this work redefines place branding for resource constrained contexts, showing how peripheral hubs can turn geographic and cultural specificity into competitive advantages. Practically, it provides a replicable model for secondary cities across the Global South: by authentically narrating local potential while strategically connecting to broader capital and policy networks, hubs can overcome peripheral marginalization. This research eventually argues that effective marketing is central to decolonizing entrepreneurial development, enabling regions like Iringa to architect their own economic futures rather than conforming to metropolitan templates.