UČINCI STRANIH DIREKTNIH INVESTICIJA NA UNAPRJEĐENJE PRODAJNE I POSTPRODAJNE POLITIKE KOD BOSANSKOHERCEGOVAČKIH KOMPANIJA
EFFECTS OF FOREIGN DIRECT INVESTMENTS ONTO IMPROVEMENT OF SALES AND POST SALES POLICY IN BOSNIAN AND HERZEGOVINIAN COMPANIES

Summary/Abstract: Bearing in mind the fact that FDIs (Foreign Direct Investments) are an important generator of economic growth and development of the recipient countries, which is enabled through capital transfers as well as through transfers of the technologies, manager and marketing know-how, the paper aims at analizing the foreign investments in Bosnia and Herzegovina in the last five years, as well as finding key motivation of the foreign business partners for the realization of the foreign investments in B&H as well as at analizing the influence that the foreign investments had onto development of the sales and post sales policy in BH companies. The results show that the foreign investments in B&H in 2022 were 661 million US dollars, which is 12,61% more that in the year 2021. The most important motivation of the foreign business partners for the realisation of the investments in B&H were: a wish to enter BH market, usage of cheap workers and a wish to use the natural resources. It is important to emphasise that FDIs have enhanced the process of marketing planning. Among other things, we have improvement of the sales and post sales processes with the respondents. The contribution of the paper is to be seen in the fact that we have evaluated the results that B&H has got concerning the incoming of the FDIs in particular modalities and activities as well as in the fact that we have analized the effects that the FDIs realised in B&H in the last five years had onto the process of the sales and post sales policy of the recipients.

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