SOCIOLOGICAL DETERMINANTS OF THE BUSINESS DECISION‑MAKING PROCESS IN BOSNIA AND HERZEGOVINA
Abstract: This paper examines the sociological factors that influence the business decision‑making process in Bosnia and Herzegovina, with particular emphasis on ethnic affiliation, the role of local communities, social networks, and the level of trust in institutions. In the context of prolonged transition and pronounced social fragmentation, business decisions in this country often do not stem solely from economic criteria but are strongly shaped by broader social circumstances, informal rules, and personal relationships. The paper starts from the assumption that economic actors in Bosnia and Herzegovina are significantly conditioned by the social environment in which they operate, which is particularly evident in phenomena such as clientelism, reliance on personal connections, and selective trust in institutions. To better understand these processes, an empirical study was conducted on a sample of organizations from the private, public, and non‑governmental sectors. The analysis of the collected data seeks to determine how sociological factors influence business behavior and decision‑making. The paper highlights the need for an approach that goes beyond purely economic models and takes into account the social and cultural specificities of doing business in Bosnia and Herzegovina.
Keywords: business decision‑making, sociological determinants, Bosnia and Herzegovina, institutional trust, clientelism