engleski

Recreational craft design and development strategy for Adriatic market. A multipurpose floating structure as an attractor for coastal leisure activities

Creation of a new product is a complex process with a lot of uncertainties and risks. A fast development of nautical market on the Mediterranean as well as in the Adriatic Sea makes an issue of a new product development – a key success factor in a boat building industry. An aim of this paper is to develop a model of a business process – from idea generation to product launch in a boat building industry. Marketing research will be conducted to explore customer preferences in craft design, to develop a marketing strategy and to minimize risks during product launch.

Market research ; Boatbuilding ; Recreational craft design

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