Diplomacy began as an exchange between two states, hence the name bilateral diplomacy. But from the XXth century, and especially after the Second World War, with the development of international organizations, a new type of ambassador appeared, the multilateral ambassador, who represents his or her country at such and such an international organization (e.g., UN, EU, AU, NATO, OECD) and at European or African institutions. Today, these two models of diplomacy are called upon to adapt to the globalization of economies where the traditional roles of multi- and bilateral ambassadors must change.
The task of diplomats is therefore changing with the globalization of trade. Although two areas of traditional diplomacy retain their significance. On the one hand, this concerns consular work, the activity of which has increased due to the greater mobility of people, and on the other hand, the promotion of cultural contacts, which must continue to be defined on a bilateral basis. Having reached the stage of maturity and unanimously appreciated, diplomacy must now, even more than in the past, participate actively in the responses to the concerns of the people. It must also contribute to the country’s harmonious entry into the world of the emerging global economy.
A profound restructuring of diplomacy should be carried out by targeting diplomatic missions abroad according to the specific objectives and interests of each country (trade, technology, financing and investment).
Globalization and the globalization of problems are forcing most countries to revise the practices of classical diplomacy to adopt a more pragmatic approach, which consists of orienting the activities and all the initiatives of diplomacy towards economic and social development objectives. This diplomacy which wants to be more active, more dynamic in the direction of the business partners in a new global environment must contribute advantageously to the economic development of countries. It constitutes what we call « business diplomacy.
It has become important to note that the economy occupies a considerable place in the present universe: it serves as a universal grid of explanation, it is perceived, rightly or wrongly, as the main engine of the history of the human race, it is the instrument for measuring success and failure. The growth of the gross national product has become the main indicator of progress, the development of humanity is measured in purchasing power, the influence of a country depends on the activity and inventiveness of its companies, and finally, on the international scene, the authority of nations rests on solid « foundations » and a battery of good indicators. There is therefore nothing surprising in the fact that the economy seems to be taking over a growing part of international relations and, consequently, inescapably swallowing up diplomacy, on which it imposes its concerns, its scales of values and its agendas.
However, economic diplomacy was not born yesterday. From time immemorial, the defense of traders working in foreign lands, the support of their businesses, and the security of the routes through which goods traveled have counted in the foreign policy of states as part of their fundamental mission of protecting their nationals and organizing relations with foreign authorities. What is new is the broadening of horizons with the irruption of new subjects that have led diplomacy to new methods, new agendas and new places. This raises a large number of questions, which are not secondary, about the real powers of states in the face of the autonomous operation of markets and about the effectiveness of their diplomatic activity with regard to companies that are developing in a world where governments are no longer in charge of the weather. This is why economic diplomacy is so important.
In a context where the classical distinction between the political and the economic, between the internal and the external, no longer makes much sense, it can no longer be only an expression of foreign policy. The new diplomacy now requires new approaches, new strategies and new methods. The globalization of markets has had a powerful impact on classical diplomacy. In the past, the Cold War put a brake on the involvement of ambassadors of certain countries in business negotiations. Today, investment and financing agreements are very often negotiated at the highest level through embassies. More and more ambassadors are less attached to protocol tasks or traditional diplomacy and are nevertheless oriented towards new tasks such as the active promotion of their country in terms of investments, financing and development. This economic diplomacy aims in particular to strengthen trade relations through business negotiations.
This is particularly true in the economic arena, where the scope of the new diplomacy is encouraging ambassadors to become executives and agents of market globalization. The novelty lies in the fact that traditional commercial diplomacy has become fully economic. First, it covers all forms of economic action, including business negotiations, trade, but also the search for financing and investment. The support to national companies is now at the heart of the mission of the new business diplomacy. Diplomats must have sufficient knowledge to interpret the evolution of national and international markets, financial markets and the economic world. He must also communicate more to respond to public opinion that is increasingly alert, i.e. use the new communication to promote his country (social networks, Face book, Internet, You tube, twitter, Blog, specialized press etc.).
The access of companies to the markets of emerging countries must be facilitated by the new diplomacy. Thus, 21st century « business diplomacy » will become an essential tool for market penetration. Diplomats must also become models of competence, versatility, efficiency, moral integrity, and patriotism to cope with this multipolar world. It remains for the government to provide the necessary means for ambassadors to properly fulfill this new role in business diplomacy.