Proceedings of the 40th Annual Macromarketing Conference
Macromarketing Society, Inc.
In this presentation, we share findings from a longitudinal study—twenty years and counting—on the role of Arizona in the war and the peace in this highly contested region of Bosnia. Data were/are collected via site observations and retrospective interviews to explore the emergence of entrepreneurship in Brčko, Bosnia before, during and after the war. A synthesis and assessment of findings led to the exploration of the ways that the terms of Dayton and the implementation of Dayton by NATO IFOR, Task Force Eagle, 1st Armored Division (November and December 1995) and 1st Infantry Division (1996-2004), US Army, contributed to the structural development of Arizona. Our research contributes a macromarketing perspective to further understanding of the role of entrepreneurs and the international community in market re-development in post-conflict states.
Brecic, Ruzica; Shultz, Clifford J.; Sredl, Katherine; and Renko, Natasa. Devastation and Rebirth: A Longitudinal Study of Bosnia’s Arizona Market, with Implications for Markets, Marketing and Society. Proceedings of the 40th Annual Macromarketing Conference, , : 167-168, 2015. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works,
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This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
© Clifford J. Shultz, 2015