Naslov
Creation of Autochthonous Croatian Brands - An answer to Globalization Challenges

Autori
Meler, Marcel

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
2004 International Conference, "Navigating Crisis and Opportunities in Global Markets: Leadership, Strategy and Governance" / Delener, Nedjet ; Chao, Chiang-nan - Cape Town : Clobal Busienss and technology Association, 2004, 501-508

Skup
2004 International Conference, "Navigating Crisis and Opportunities in Global Markets: Leadership, Strategy and Governance"

Mjesto i datum
Cape Town, Južnoafrička Republika, 08.06.2004. - 12.06.2004

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brands; Croatia; globalization; marketing;

Sažetak
As a transitional country, the Republic of Croatia is also faced with great globalization threats. Unable to fight the global brands competition on its market directly, it is left to find out the economic growth ways of its own while creating the autochthonous Croatian product brands. Thereby, Croatia has to primarily insist on the creation of a positive country image of its own, which could be predominantly operationalized in tourism industry based on ecotourism and ecofood. A country image created in such a way would also simultaneously be a fundament for the creation of autochthonous Croatian brands that may objectively have chances for an international market success while creating a sustainable competitive advantage.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA