Bridging economies, breaking barriers: a comparative odyssey of commercial diplomacy in EU and EAC

Ibrahim Suleiman Roba and Maxwell Muthini Kyalo

International Journal of Diplomacy and Economy, 2026, vol. 12, issue 2, 170-184

Abstract: The modern international trade environment demands a clear understanding of national strategies for survival. This article's main goal is to describe the commercial diplomacy approach pursued by both European Union (EU) and the East African Community (EAC). Using a comparative case study design, the article scrutinises commercial diplomacy strategies of 27 EU states and 6 EAC states. The prominent results include the EU's manifold approach reflected in the Comprehensive Economic and Trade Agreement (CETA) with Canada and its policy toward the Association of Southeast Asian Nations (ASEAN). Alternatively, the EAC has meticulously implemented regional integration evidenced by the Common Market Protocol and involvement with the Tripartite Free Trade Area agreement. Through the comparative analysis, there are discerned common features and unique properties that showcase regional cooperation aimed at influencing economic power. The article ends with relevant practical suggestions that could help EAC and EU shape their diplomatic tactics better.

Keywords: commercial diplomacy; regional collaboration; EU; European union; EAC; East African community; economic integration; diplomatic methodologies. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijdipe:v:12:y:2026:i:2:p:170-184

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