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After the break-up of the former Yugoslavia, the countries of Western Balkans are slowly establishing mutual economic cooperation, and are struggling with their participation in international trade flow with the usage of international marketing instruments. This significantly decreases their opportunities to accelerate economic development and to improve their competitiveness in the time of new crisis caused by Covid-19 pandemic. Small markets and interstate administrative barriers in the Western Balkans hinder the establishment of new and development of existing enterprises, and cause an outflow of creative human resources. Therefore, it is necessary to promote innovative possibilities of removing barriers for faster circulation of goods, people and capital. The implementation of new models of international marketing could significantly contribute to the intensification of mutual economic cooperation, internationalization of business and attracting foreign investment which are accompanied by the spillover effect. As a result, one could expect the improvement of national economies' competitiveness, increase of exports and gross domestic product and improvement of population living standards. ; Zemlјe Zapadnog Balkana posle raspada bivše Jugoslavije vrlo sporo uspostavlјaju međusobnu privrednu saradnju i zaostaju sa uklјučivanjem u međunarodne privredne tokove, uz pomoć instrumenata međunarodnog marketinga. To značajno umanjuje njihove mogućnosti ubrzanja privrednog razvoja i unapređenja konkurentnosti u uslovima nove ekonomske krize, izazvane pandemijom kovida-19. Mala tržišta i međudržavne administrativne barijere zemalјa Zapadnog Balkana koče osnivanje novih i razvoj postojećih preduzeća, te uzrokuju odliv kreativnih lјudskih resursa. Stoga je potrebno promovisati inovativne mogućnosti uklanjanja barijera za bržu cirkualciju robe, lјudi i kapitala. Primena novih modela međunarodnog marketinga mogla bi značajno doprineti intenziviranju međusobne privredne saradnje, internacionalizaciji poslovanja i privlačenju stranih investicija koje prati spilover efekat. Kao rezultat toga, moglo bi se očekivati unapređenje konkurentnosti privrede ovih zemalјa, povećanje izvoza, povećanje bruto domaćeg proizvoda i standarda stanovništva.

The analysis has shown that both approaches are legitimate and useful in understanding and maintaining democracy. Of course, the interactional approaches are more complex, as well as more important and more vital for understanding democracy. The analysis has shown how political culture (democratic legitimation or political trust, support for civil freedoms, satisfaction with the functioning of democracy, etc.) often depend on the elements of the very political structure (party systems and coalition models, election patterns, patterns of democracy, positions in power structure, etc.). Political culture is autonomous in relation to political structure, but frequently its role greatly depends on the relations among political actors and the variables of the political culture itself. The analysis has also demonstrated how these investigations into the interaction (combined effects) between political culture and structure are extremely sophisticated and that in the future they are going to become the most fruitful part of political science, making possible not only a deeper understanding of the "dynamic regularities" in the functioning of democracy but also the attempts at its "innovative sustainment" and gradual development. (SOI : PM: S. 131) + The purpose of this essay is to prove the connection among political culture, political structure and democracy. All the arguments pointing to such a connection have been analysed within the framework of two fundamental approaches to the relationship between culture and structure i.e. within the framework of the classical approach to their correspondence (which claims - primarily in line with the functional theory of culture - that there is a functional concordance between culture and structure, that democracy is mirrored by the civic political culture, i.e. that "culture is a structure's way of life", that culture determines the structure) and the contemporary interactional approach (in which - primarily in line with the theory of culture "as meaning" or "social functioning" - complex relations among various cultural variables and structural variables are analysed as well as their combined effect on democracy as the consequence of these relations). The latter approach considers democracy not as a "fixed condition" but rather as a dynamic phenomenon or the end result of the combined interactional relationships between culture and structure