Differential advantages of Serbia – internal and external perspective

  • Branka Novcic Korac University of Belgrade, Faculty of Organizational Sciencies
  • Branislav Miletic Horwath HTL, Belgrade


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.

Author Biographies

Branka Novcic Korac, University of Belgrade, Faculty of Organizational Sciencies

 Branka Novčić is a lecturer with the PhD in place branding. For more than nine years she has been employed at the Department for Marketing and Public Relations at the Faculty of Organizational Sciences. Branka’s area of expertise is brand management, with the focus on the development of brand identity and brand image of places, more specifically nations. In the field of place branding she specialized in Italy, Austria and Slovenia.

Branislav Miletic, Horwath HTL, Belgrade

Branislav Miletić is director and partner at Horwath HTL Belgrade. He joined the company in 2012 and participated in numerous tourism and hotel development projects at international, regional, national and destination levels. He gained significant experience in tourism policy, strategy and planning, destination management, destination marketing and other tourism and hospitality projects.

How to Cite
Novcic Korac, B., & Miletic, B. (2018). Differential advantages of Serbia – internal and external perspective. Management:Journal Of Sustainable Business And Management Solutions In Emerging Economies, 23(2), 27-37. doi:10.7595/management.fon.2018.0007