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Foreign Direct Investment As A Determinant Of Marketing Planning In Bosnian And Herzegovinian Enterprises

Author

Listed:
  • Alma Muratović
  • Amerlina Muratović
  • Erna Herić

Abstract

Considering that foreign investments represent a significant generator with which enterprises and host countries can achieve their economic growth and development, the aim of this research is to determine the impact that foreign investments had on individual marketing planning processes (research and development, procurement policy, distribution and sales and post-sales policies) in Bosnian and Herzegovinian enterprises. The research results show that foreign investments determine changes in the process of planning sales activities, procurement activities, distribution and post-sales activities, while the changes are not statistically significant when it comes to research and development activities. The contribution of this paper is reflected in the evaluation of the results achieved by Bosnia and Herzegovina in terms of the inflow of FDI, and the analysis of the effects that FDI, realized in Bosnia and Herzegovina in the last five years, had on the processes of research and development, procurement, distribution, sales and post-sales policy of the recipients.

Suggested Citation

  • Alma Muratović & Amerlina Muratović & Erna Herić, 2023. "Foreign Direct Investment As A Determinant Of Marketing Planning In Bosnian And Herzegovinian Enterprises," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 50, pages 39-57, September.
    • Handle: RePEc:beo:ekidpr:y:2023:i:50:p:39-57
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    More about this item

    Keywords

    foreign direct investment; R&D; sales and post-sales activities; marketing know-how;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • F21 - International Economics - - International Factor Movements and International Business - - - International Investment; Long-Term Capital Movements

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