Abstract
Armenia is unique - both for its endowments and for the difficulties it faces. Armenia is quite unlikely to succeed in the global economy by adopting the usual urbo-industrial model and quantitative growth-oriented strategy, because of its geopolitical and environmental peculiarities and vulnerability. Armenia should rather concentrate on an imaginative and integrative business strategy that maximizes the value of its given natural resources and human capital: habitat, landscape, foods and drinks, customs and traditions, history, heritage, art and crafts, people... It seems that Armenia urgently needs a holistic economic strategy, i.e. a constant focus on comprehensive safety and security, quality and sustainability. In pure business term: strategic design of a distinct place-product ("safe and high quality context"), and the global market positioning of a distinct place-brand (the "Wonderful Armenia").