The paper analyses the challenges of economic and corporate diplomacy by defining the gap between the supply and demand for these services. The changing relationship between governments and multinational enterprises reveals increasing co-operation and development of services. In contrast, a survey-based analysis of major barriers in international business and an evaluation of institutional support highlight the rise in demand. The conceptual framework suggests that greater and earlier co-operation, the increased quality of analytics, exchanges of experience, learning and developing skills and adjusting expectations could bridge this supply-demand gap.
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