Impact of quality and innovation strategies on business performance of Bosnian B2B and B2C companies

Abstract

The aim of this paper was to compare two business models, namely business to business and business to customer. The first model is oriented towards the delivery of intermediate goods ordered by an immense foreign market leader that is outsourcing a part of its business. The second model is more customer oriented and is about innovation and creation of goods ready to be immediately sold on the market. Bosnia is a developing country, and often a place for establishing B2B businesses. However, we are lacking in innovation, our own know-how and creation of challenging business opportunities. It also faces the problem of brain drain, therefore it is in a need of a plan for retaining the youth within the country. The analysis aimed to show how the employment level is affected by the investments, exports, and salaries within the B2B and B2C group of sectors. The results showed that Bosnia has a huge potential for employment increases if the concentration of investments is directed towards innovations and B2C businesses.