As recent studies have emphasized...the private sector has an important, indeed crucial, role to play in peace building and post-conflict reconstruction. As in other post-conflict and transition economies, the attraction of investment in BiH [Bosnia and Herzegovina] in theory includes the opportunity to buy assets early and relatively cheaply, and then to reap the benefit as the economy expands…BiH offers the challenge of creating something new, while also making a personal contribution to post-war reconstruction and rehabilitation. [refers to Coca-Cola]