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

Abstract

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.