Slovene commercial diplomacy in the Western Balkan countries

The aim of the article is to present activities of Slovene commercial diplomacy in the Western Balkan markets. The result of the analysis proves that Slovene commercial diplomacy in the Western Balkan markets followed enterprise preferences. Thus, in the first decade of transition (1991–2000) commercial diplomacy focused only on ex-Yugoslav markets, while non-ex-YU (Western Balkan) markets became interesting only after the year 2000. The article argues that this can be explained by the reactiveness (instead of proactiveness) of Slovene enterprises, which stems from the Slovene national character.