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Management: Journal of Sustainable Business and Management Solutions in Emerging Economies
2018, vol. 23, iss. 2, pp. 27-37
article language: English
document type: unclassified
doi:10.7595/management.fon.2018.0007


Differential advantages of Serbia: Internal and external perspectives
aUniversity of Belgrade, Faculty of Organizational Sciences
bHorwath HTL, Belgrade

e-mail: branka.novcic@fon.bg.ac.rs

Abstract

Research question: This study examines differences and similarities in internal and external perception of differential advantages of Serbia, seen through the eyes of internal (Serbian nationals) and the most important external stakeholders - business class in Italy, Austria and Slovenia. Motivation: The purpose of the paper is to discuss the concept of place and nation brand, and to analyse attributes which make the place unique and differentiate it from rivals. Idea: The core idea is thus to gain, from internal and external perception, the list of unique attributes that distinguish Serbia from other countries in the region. Tools: Qualitative and quantitative research combined with semantic and sentiment analysis revealed the existence of certain similarities and differences in both perceptions. Findings: People and unique Serbian mentality were recognized as the greatest differential advantage of Serbia, but also some negative attributes appeared such as war legacy in external perception and internal problems in internal perception. Contribution: Empirical evidence proved the presence of matching differential advantages in both perceptions and pointed to the necessity of applying a strategic approach in managing perception of Serbia.

Keywords

differential advantages; nation branding; external and internal perception; stakeholders; Serbia