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MODEL OF ENTREPRENEURSHIP AND COMMERCIAL DIPLOMACY IN THE CONDITIONS OF TRADE GLOBALIZATION

Commercial diplomacy, being a specific field of diplomatic activity, involves the use by the state in cooperation with non-state actors of diplomatic channels and instruments, both on a bilateral entrepreneurship basis and on a multilateral basis, to facilitate trade and investment in order to provide national companies with business opportunities, to remove barriers for trade and investment, to increase competitiveness and to develop national economies. It is an integral part of the broader concept of economic diplomacy, pursues purely commercial goals and in this terms includes the notion of trade and investment diplomacy. In its historical development, commercial diplomacy has gone through five stages and today is characterized by growing complexity, interdependence and multi-leveledness, transformation of functions and increase of mobility of commercial diplomats, digitization of activities, devaluation of the monopoly role of the state in international economic relations, institutionalization of business participation in the development of international trade policy, updating of global trade agreements.