POVZETEK

Nacionalno gospodarstvo si ne more privoščiti izolacije ostalega sveta. Mednarodno gospodarsko sodelovanje je v veliki meri odvisno od gospodarske diplomacije, ki ima v svojih rokah instrumente in možnosti, namenjene odpiranju vrat slovenskemu gospodarstvu na tujih trgih. Pomemben dejavnik pri prevzemanju učinkovitejše vloge gospodarske diplomacije so ljudje in sodelovanje na vseh nivojih ter v vseh porah naše družbe. Pričujoči prispevek analizira gospodarsko diplomacijo na VSA, in sicer tako, da sooča pričakovanja podjetij in poglede akterjev gospodarske diplomacije. Uporabljena metodologija zajema pregled literature, spletnih virov, intervjuja z bivšim in sedanjim gospodarskim atašejem na VSA ter anketo med slovenskimi podjetji na trgu Bosne in Hercegovine (BiH), ki poznajo delovanje slovenske gospodarske diplomacije na VSA. Na podlagi zgoraj navedenih virov ugotavljam, da podjetjem pogosto ni jasno, kako nastopati na tujem trgu, in ker ne vedo, kaj lahko pričakujejo od gospodarske diplomacije, velikokrat pride do nesporazumov. Trdim, da se ta problem da rešiti, in sicer z ozaveščanjem podjetij, kaj točno za njih lahko naredi gospodarska diplomacija, v smislu, da podjetja končno preidejo od reaktivne k proaktivni strategiji prodora na tuj trg, gospodarska diplomacija pa jim pri tem pomaga z oblikovanjem njihovih interesov ter uresničevanju njihovih ciljev.

Ključne besede:

zunanja politika, diplomacija, gospodarska diplomacija, mednarodna trgovina, gospodarski ataše, diplomatsko konzularna predstavništva, Bosna in Hercegovina.

ABSTRACT

National economy cannot afford isolation from the rest of the world. International economic cooperation is in great part dependent on economic diplomacy, which has abilities that are meant for opening doors to Slovenian diplomacy on the international market. Important role in improving economic diplomacy are people and all segments and levels of our society. This work analyzes economic diplomacy facing expectations of companies and the views of actors of economic diplomacy. The methodology includes overview of literature, web-sites, interviews with former and present economic attaché in Slovenian Embassy in Sarajevo (VSA) and empirical research among Slovenian companies in the market of Bosnia and Herzegovina that know the functioning of Slovenian economic diplomacy in VSA. Based on these sources, I begin to realize that companies are frequently not sure how to act on the international market, and later on they do not know what to expect from it, therefore there are often misunderstandings. I claim that this problem could be solved with raising awareness among companies, what exactly economic diplomacy can offer them so that companies can come from recreational to proactive strategies on the international market. Economic diplomacy plays an important part of shaping their interests and creating their goals.

Key words: Foreign policy, diplomacy, economic diplomacy, international trade, economic attaché, diplomatic consular representation, Bosnia and Herzegovina