The thesis is devoted to theoretical and practical aspects of modern commercial diplomacy. The evolution of commercial diplomacy is analyzed with five stages of its development being defined based on key changes in political and legal conditions, trade and diplomacy. The definition of commercial diplomacy is suggested taking into account current trends of broadening spectrum of diplomatic actors under the leading role of the state, mechanisms for the implementation of commercial diplomacy at the WTO level, and possible promotion of critical import and foreign investment by some countries. The positioning of commercial diplomacy with regard to related types of diplomacy (economic, trade, investment, and business diplomacy) is outlined. Based on broader definition of commercial diplomacy, its organizational and legal forms and tools are systemized with a clear distinction between them. The imperatives, trends and features of development of commercial diplomacy in the context of trade globalization are explained, and typology of commercial diplomacy is proposed. The existing types of its organizational design and approaches to coordination are identified. The integrative, utilitarian, network, consensus, resource, club and mixed models of commercial diplomacy were identified based on a set of criteria and comprehensively characterized. The formation of Ukraine’s commercial diplomacy of Ukraine is analyzed with the identification of the main stages of its development. The specific features of the national model are outlined, and the quantitative assessment of relationship between diplomatic presence and commodity diversification of exports is carried out by means of a gravity modeling. The results suggest positive, yet non-linear and very weak impact of the number of diplomats on the variety of Ukrainian exports during the period of hybrid organizational setup of commercial diplomacy (2011-2015). Given the features of identified models, the thesis provides rationale for modernization of existing mixed model of Ukraine's commercial diplomacy in organizational, regulatory, HR, information, functional, and financial areas and states based on principles of consistency, adaptability, competence, efficiency and effectiveness.
