KEY ASPECTS OF PLACE MARKETING AS INSTRUMENT FOR ATTRACTING FOREIGN INVESTMENT IN THE REAL SECTOR OF BOSNIA AND HERZEGOVINA
Eurasian Journal of Business and Management
The paper explores the key aspects of place marketing in terms of their importance for attracting foreign investment into the real sector of Bosnia and Herzegovina (BiH). The research problem in this paper is the identification of the key features of place marketing for BiH as an investment destination as well as the features important to foreign investors when they make decisions on investing into the real sector in BiH. The research goals are: to determine the reasons motivating foreign
... ating foreign investors to invest into the real sector in BiH, to determine the infrastructure features of BiH as an investment destination, to determine the key problems that foreign investors face in BiH, to gain knowledge of foreign investors' perception of BiH as an investment destination, and to determine desirable features of place marketing of BiH for attracting foreign investment into the real sector. The paper briefly highlights the importance of place marketing for attracting foreign investment and the characteristics of place marketing as an instrument for attracting foreign investment. The research results show that economic and legal framework is the key challenge in the development of marketing BiH as a desirable investment destination, and BiH is not recognized as a desirable investment destination.