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Evolving Food Marketing Systems in Recovering Economies: Some Lessons from Croatia's Gavrilović and "Emerging Oldies-But-Goodies"

A well-functioning food marketing system contributes greatly to domestic socio-economic development and global connectivity during periods of recovery and/or transition. Gavrilović, an established and historically successful company, i.e., an "Oldie-but-goody", is a case study in survival and adaptation ; ultimately perhaps a model for other food marketing companies that must overcome geographical, social, political and economic challenges. This paper discusses food marketing systems and their development, provides a brief overview of Croatia's food marketing system, and shares some lessons and best practices from Gavrilović.

marketing food system; recovering economiesand/or transitional economies; Gavrilović; longitudinal research

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