The following article consists of an analysis of seven interviews, conducted by authors with three institutions involved in commercial diplomacy, and four companies that are familiar with the services Slovenian commercial diplomacy offers. The authors confront the views of different stakeholders on the structure and organisation of commercial diplomacy, on the need for financial and human resource strengthening of commercial diplomacy, and, finally, on the need to determine the key markets for the Slovenian economy. On this basis, the authors conclude that there exists a gap between expectations of companies and the capabilities of commercial diplomacy. Finally, even though the structure of commercial diplomacy has changed in the recent years, the perils remain the same; associated with the lack of human and financial resources.
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