Establishing an effective and tailor-made commercial diplomacy
Udovič, Boštjan, 1980-
The role of commercial diplomacy is in assisting domestic enterprises when operating abroad. As part of the state administration, commercial diplomacy is required to follow the rules of economic ...optimization, i.e. maximizing outputs with moderate inputs. This means that commercial diplomacy particularly needs to be (a) cost-effective, (b) productive and (c) customer-oriented. However, these three conditions should not be understood separately but inclusively, meaning that there is not an or but rather an and between them, since taking each of them separately would mean that commercial diplomacy would lack one of its constitutive angles. Finally, it has to be added that an important issue guaranteeing the effectiveness of commercial diplomacy is the feedback information, which is too often absent in the relation between the supply and demand. Feedback as a process is extremely important in maneuvering and improving the structure and activities of commercial diplomacy, because it is a sort of a test on the operational capabilities and targetedness of commercial diplomacy. Through feedback, suppliers can verify day-by-day whether they have reached their goal and whether the effectiveness of commercial diplomacy has increased. Without sufficient feedback, their instruments and activities cannot be developed and better tailored to the needs of the economy.
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