Model of Entry on a Foreign Market and the Characteristics of the Assortment Offer of Furniture Exporters from Bosnia and Herzegovina

Beriz Civic, Ahmet Sinanagic


The paper explores the presence of certain models of entrance on a foreign market exhibited by furniture exporters from Bosnia and Herzegovina (BiH) and the characteristics of the assortment of their products on a foreign market. It was found that the furniture exporters from BiH use the dominantly export strategy in internalization of their business. The research results indicate a very low level of usage of more complex marketing strategies of a foreign market appearance, which have higher market potential. Assortment policy is relatively meager along with the non-existence of a broader perception of marketing managers about the need for investing in brand development.

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Research in World Economy
ISSN 1923-3981(Print)ISSN 1923-399X(Online)


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