Pregledni rad
https://doi.org/10.38190/ope.16.1.10
Entrepreneurial opportunity, product development and sustainable business in the textile industry: a case study of the crotrekking brand
Ivana Vugdelija Tičarić
Sažetak
This paper examines the process of entrepreneurial
opportunity recognition, product development and market positioning
in the textile industry, with particular emphasis on sustainable
entrepreneurship. The study is based on a qualitative case study of
the Croatian brand Crotrekking, which evolved from a digital outdoor
community into a commercial venture. The research theoretically
grounds and empirically analyses how the founder’s prior experience,
accumulated social capital and iterative product development shaped
a sustainability-oriented business model. The findings indicate that
embedding sustainability into the core business logic, combined with
incremental risk management and prototype-based learning, enables
differentiation within a highly competitive industry environment.
The study contributes to the understanding of entrepreneurial
management in micro-enterprises operating under sustainabilitydriven
market conditions.
Ključne riječi
Entrepreneurial opportunity; Product development; Sustainable entrepreneurship; Textile industry; Case study.
Hrčak ID:
347807
URI
Datum izdavanja:
12.6.2026.
Posjeta: 0 *