Title: The new Croatian commercial diplomacy

Authors: Joško Klisović

Addresses: Ministry of Foreign and European Affairs, 7-8 N.Š. Zrinski Square, 10000 Zagreb, Croatia

Abstract: This article provides a summary of the concept chosen and the efforts undertaken so far in order to establish a viable and reliable system of Croatian commercial diplomacy serving well and going hand in hand with the needs of Croatian exporters and foreign investors in Croatia. In the comprehensive analysis of activities of the Ministry of Foreign and European Affairs and following the examination of the best practices and models of several other countries, it was identified that certain improvements have to be done in the economic and trade aspects of the Ministry's work. A new approach taken should allow for reforming the service into a modern diplomatic service adopting a new institutional culture oriented towards achieving the high-level of satisfaction of 'the clients' - Croatian tax payers and business community.

Keywords: commercial diplomacy; foreign investment; learning; training; communication; emerging markets; organisational culture; economic growth; export promotion; Croatia; exports; Ministry of Foreign and European Affairs; best practice; trade; client satisfaction.

DOI: 10.1504/IJDIPE.2014.064803

International Journal of Diplomacy and Economy, 2014 Vol.2 No.3, pp.228 - 230

Published online: 15 Sep 2014 *

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