“MADE IN” OR “MADE BY” IN GLOBAL ECONOMY - WHAT IS SOLUTION FOR NATIONAL ECONOMY AND EXPORT BRANDING?

Vladan Nastić

doi:10.7251/OIK1301008N

Authors

Vladan Nastić Alumil Alpro Vlasenica

DOI:

https://doi.org/10.7251/OIK1301008N

Keywords:

national brands, export branding, globalization, trade policy

Abstract

Process of globalization opened a large number of issues in modern economic science and practice. Opened questions require clear answers and appropriate response in order to be able to adapt to the new environment defined by globalization. The aim of this paper is to provide an answer to the question: How much is the national branding meaningful in terms of globalization and international vertical integration of production? From the results of research performed is a need for careful management of foreign trade policy of the government, and especially in creating and supporting of national export branding. New environment requires a new approach to managing national brands. Careful combination of two concepts (“Made in” and “Made by”) provides enough space for export branding. Main problem is how to support manufacturing sector, how to combine private and national brands?

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