FOREIGN DIRECT INVESTMENT AS A DETERMINANT OF MARKETING PLANNING IN BOSNIAN AND HERZEGOVINIAN ENTERPRISES

Abstract

Considering that foreign investments represent a significant generator with which enterprises and host countries can achieve their economic growth and development, the aim of this research is to determine the impact that foreign investments had on individual marketing planning processes (research and development, procurement policy, distribution and sales and post-sales policies) in Bosnian and Herzegovinian enterprises. The research results show that foreign investments determine changes in the process of planning sales activities, procurement activities, distribution and post-sales activities, while the changes are not statistically significant when it comes to research and development activities. The contribution of this paper is reflected in the evaluation of the results achieved by Bosnia and Herzegovina in terms of the inflow of FDI, and the analysis of the effects that FDI, realized in Bosnia and Herzegovina in the last five years, had on the processes of research and development, procurement, distribution, sales and post-sales policy of the recipients.