REPRESENTATION OF ELEMENTS OF STRATEGIC MARKETING PLANNING IN COMPANIES WITH THE PARTICIPATION OF FOREIGN CAPITAL IN BOSNIA AND HERZEGOVINA
REPRESENTATION OF ELEMENTS OF STRATEGIC MARKETING PLANNING IN COMPANIES WITH THE PARTICIPATION OF FOREIGN CAPITAL IN BOSNIA AND HERZEGOVINA

Summary/Abstract: The aim of this paper is to explore the representation of certain aspects of strategic marketing planning in Bosnian and Herzegovinian enterprises with foreign capital. The paper emphasizes the determination of the stability of the difference between recipients and non-recipients of foreign capital in terms of various types of plans, elements of strategic marketing planning and key indicators of the success of marketing activities implementation. The research delves into the impact of foreign direct investments on strategic marketing practices and examines how these factors contribute to overall market performance. By investigating these dynamics, the paper aims to provide insights into the relationship between foreign capital infusion and strategic marketing strategies, shedding light on potential distinctions in planning and performance outcomes among Bosnian and Herzegovinian enterprises in this context. Descriptive statistics and inferential statistics (t-tests) are utilized to compare means between enterprises with foreign capital and those without, shedding light on various aspects of strategic marketing planning. Considering the positive influence of foreign investors on internal enterprise processes through the transfer of tangible and intangible resources, the research results show that investments in Bosnian and Herzegovinian enterprises enhance their strategic marketing planning processes. Statistical analysis reveals statistically significant differences in observed variables measuring the success of strategic marketing planning, favoring the experimental group over the control group. This suggests that the experimental group implements strategic marketing planning more efficiently and effectively.

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