Abstract
Armenia is special - both for its endowments and for the difficulties it faces. Armenia is quite unlikely to succeed in the global economy by adopting the conventional urbo-industrial model and quantitative growth-oriented strategy, because of its tiny size, its geopolitical and environmental peculiarities and its vulnerability. The editors and authors of this volume believe that Armenia should instead concentrate on an imaginative and integrative business strategy that maximises the value of its given resources an human capital: by constantly raising quality standards. It seems that Armenia urgently needs a holistic economic strategy, that is, a constant focus on comprehensive safety and security, quality and sustainability. In pure business terms: the strategic design of a distinct place-product ("safe and high quality context"), and the global market positioning of such a place-brand ("Wonderful Armenia"). Here are some ideas for Armenia's future, by Armenians as well as non-Armenians, who love this ancient and beautiful country.