Strategic Entry of Czech Construction Companies into the Bosnian Public Procurement Market: A Comparative Analysis of Legislative Frameworks and Market Conditions

Abstract

This article explores the strategic market entry of Czech construction companies into Bosnia and Herzegovina’s public procurement sector, with a focus on the intricate legislative, economic, and cultural variables that define this emerging market. Employing Bosnia as a representative case study, this research synthesizes traditional marketing frameworks like the 4Ps model with contemporary paradigms such as relationship marketing and value co-creation, delivering a multidimensional understanding of market navigation in transitional economies. The study employs a robust methodological approach, incorporating comparative legislative analysis, SWOT and PEST assessments, and primary data collection through stakeholder interviews and surveys. Key strategies identified include fostering local partnerships, aligning with sustainability imperatives, and adopting tailored market entry methods such as joint ventures and strategic alliances. The findings bridge theoretical constructs with actionable insights, offering a dual contribution: generalizable frameworks for international market entry and targeted strategies for navigating Bosnia’s public procurement landscape. By advancing the discourse on project-based marketing in construction, this research provides a comprehensive toolkit for both academic and practical applications. The conclusions drawn emphasize the need for innovative partnerships, collaborative value creation, and alignment with evolving market trends, offering actionable recommendations for policymakers, practitioners, and researchers alike.