THE IMPACT OF THE BUSINESS IMAGE OF BOSNIA AND HERZEGOVINA ON ATTRACTING FOREIGN INVESTMENTS
THE IMPACT OF THE BUSINESS IMAGE OF BOSNIA AND HERZEGOVINA ON ATTRACTING FOREIGN INVESTMENTS

Summary/Abstract: In order to achieve economic progress in less developed countries, it is imperative to provide the necessary resources. Foreign investments frequently serve as the primary source of financing for many global economies, intensifying the competition for limited financial resources. To attract more foreign investments, countries should find out what the perception of their image is in the minds of potential investors or consumers and develop an image management strategy. In recent years, a substantial body of research has emerged addressing the aforementioned issue, and show that image has increasing power in a globalized and interconnected world, and that it directly affects the success of the country and the achievement of national goals. Surprisingly, no research has yet delved into the image of B&H and its impact on the country's political and economic standing within the contemporary international environment. Therefore, this paper analyzes the results of the primary research on the image of B&H conducted on a sample of 150 companies. The acquired data were analyzed utilizing SPSS Statistics 20, and statistical methods such as the Ȥ WHVW FRQWLQJHQF\FRHIILFLHQW DQG.UDPHU V9FRHIILFLHQWZHUHXVHGWRSURYHWKHLQWHUGHSHQGHQFHEHWZHHQ the observed variables. Based on the results of the research, it was established that the business image significantly influences foreign investments, and recommendations were given for improving the business image of B&H.

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