A Review of Internationalization Marketing Strategies of African Local Enterprises from the Perspective of Capital Flows

Abstract

Against the backdrop of advancing global integration, cross-border capital flow has become an inevitable trend in the international marketing strategy formulation of indigenous African enterprises. This paper reviews how capital inflows and outflows influence the market operation models, brand positioning and customer relationship management of local African enterprises. The study finds that while foreign direct investment can introduce sophisticated marketing strategies, it may also render indigenous enterprises overly reliant on their foreign partners. By contrast, the integration of local capital is more conducive to fostering community-centric marketing strategies that align closely with local market characteristics. Furthermore, within the framework of the African Continental Free Trade Area (AfCFTA), the enhanced mobility of regional capital has unlocked new opportunities for African enterprises to conduct transregional marketing. The research concludes that African enterprises must strike a balance between accessing external capital and leveraging in-depth local market insights, so as to develop sustainable international marketing models that are well-adapted to local cultural contexts.