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International Journal of Diplomacy and Economy (2 papers in press)
Commercial diplomacys role in entering foreign markets in the age of global value chains by Slobodan Šešum, Andreja Jakli? Abstract: We examine the role played by commercial diplomacy in firms outward internationalisation. Based on interviews with economic counsellors and a comparative case-study analysis of firms entering foreign markets, we explore the antecedents and consequences of commercial diplomacy for foreign market entry. The moderating effects of commercial diplomacy vary with regard to the foreign markets level of institutional development as well as the entry mode. The greatest potential effect is identified in less developed, institutionally and politically less stable countries and while engaging in internalisation-related entry modes. The results also depend on firms perceptions, the timing of the relationship that is established between firms and counsellors as well as the economic counsellors capabilities. Commercial diplomacy is important for both recognising and exploiting opportunities in international markets. We discuss the managerial and policy implications and develop propositions for testing in later entry mode research and commercial diplomacy research. Keywords: commercial diplomacy; foreign entry; foreign entry modes; market entry strategy; “new” new trade policy; economic counsellors.
The digital economy: The use of explainer videos in SMEs' communication by Tanja Sedej Abstract: Understanding the emerging development in a digital economy is one of the most important features of today's knowledge-based society. The digital economy has created new opportunities and also challenges. Many SMEs have a hard time explaining the true value of their ideas, products, projects, or other important business issues, they need to tackle. Explainer videos represent one of the modern and effective tools to communicate messages with the target audiences in the modern business world. In other words: explainer videos translate complex issues into simple stories, which people enjoy watching. Due to its many advantages, the purpose of explainer videos can be diverse. Keywords: digital economy; technological change; knowledge-based society; SMEs; marketing management; video communication; video marketing; explainer video; explainer animation.