Title: Nation branding as a means of attracting FDI: the case of Bosnia and Herzegovina

Authors: Agim Mamuti; Dženita Özgüner

Addresses: Faculty of Business Administration, International University of Sarajevo (IUS), Hrasnicka cesta 15, 71210 Sarajevo, Bosnia and Herzegovina ' Faculty of Business Administration, International University of Sarajevo (IUS), Hrasnicka cesta 15, 71210 Sarajevo, Bosnia and Herzegovina

Abstract: This paper aims to propose an alternative solution for improvement of levels of FDI of Bosnia and Herzegovina (BH), proposing the method of nation branding as a possible tool of country promotion. It has been analysed the existing literature sources on nation branding, Export Growth Strategy of BH 2012-2015 as well as information obtained from the representatives of the relevant BH public institutions. The study aims to propose solution in the shape of branding program for the country that could be effective for improvements on FDI and general economic standing of Bosnia and Herzegovina. The main argument is that nation branding, as a possible tool of country promotion, would create a positive impact on FDI and general economic standing of Bosnia and Herzegovina. The base for this study was the draft document of Export Growth Strategy of BH 2012-15 that emphasised the need for creation of the nation branding strategy of Bosnia and Herzegovina. The study focuses on the limitations that hamper increase in the levels of FDI in the country. It concludes that the presence of high regional and global competition puts an additional pressure on BH to employ more efforts for improvement of the current exports and FDI levels.

Keywords: nation branding; Bosnia and Herzegovina; exports; FDI; foreign direct investment.

DOI: 10.1504/IJBG.2014.064134

International Journal of Business and Globalisation, 2014 Vol.13 No.2, pp.197 - 208

Published online: 02 Aug 2014 *

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