Naslov
Case study - Preserving Croatian tradition of Slavonian speciality Kulin

Autori
Dabić, Marina ; Šporčić, Ivana

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
SLIM ideas to market - Case Studies

Urednik/ci
Jennie, Shorley ; John, Williams

Izdavač
Manchester Metropolitan University

Godina
2014

Raspon stranica
33-44

ISBN
978-953-346-000-0

Ključne riječi
sustainable company, highly competitive, European market, entrepreneurs

Sažetak
This case study aims to illustrate a sustainable company doing business in the highly competitive and open European market. Developing and preserving endemic personal identity associated with tradition and geographical origin through sustainable business, high ecology standards and autochthon branding will contribute to diversity and high quality portfolio goods. With continuous market research and stakeholder cooperation, entrepreneurs have the task of developing quality as the most important factor in long term market success. Internationalization helps make innovations more authentic and quality marks demonstrate this authenticity, including the Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and Traditional Speciality Guaranteed (TSG). This case study demonstrates a successful Croatian entrepreneur, which encompasses these values. Galović Kulin has undertaken a successful marketing mix involving market segmentation, internationalization, corporate social responsibility and intellectual property rights. Smaller firms, typically SMEs more often become global when, pursuing niche market strategies (relatively narrow or specialized target market that cross many national borders) by targeting specialized foreign markets. As demonstrated, CSR is increasingly important to the competitiveness of enterprises. It accumulates benefits in terms of risk control, cost reduction, capital distribution, customer relationships, human resource management, and innovation capacity. The case also stresses the importance of intellectual property rights regarding their ability to protect intellectual creation, uniqueness and innovation. Intellectual property rights give the business opportunity to acquire benefits from efforts which otherwise might be not be justly exploited.

Izvorni jezik
Engleski

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