Agroeconomia Croatica, Vol. 10 No. 1, 2020.
Preliminary communication
Preliminary results of research on the implementation of innovations in the Croatian wine sector
Željka Mesić
orcid.org/0000-0002-9349-1560
; Sveučilište u Zagrebu Agronomski fakultet, Zavod za marketing u poljoprivredi, Svetošimunska cesta 25, Zagreb, Croatia
Darija Borović
; Sveučilište u Zagrebu Agronomski fakultet, diplomski studij Agrobiznis i ruralni razvitak, Svetošimunska cesta 25, Zagreb, Croatia
Marina Tomić Maksan
; Sveučilište u Zagrebu Agronomski fakultet, Zavod za marketing u poljoprivredi, Svetošimunska cesta 25, Zagreb, Croatia
Abstract
The aim of this paper was to determine the level of innovations applied by small and medium sized wineries in Croatia, and to determine how wine producers perceive contribution that innovations have on their winery business success. An online survey was conducted on a sample of 16 wineries from different parts of the country. Research results show an existing higher to high level of innovations in the Croatian wine sector. All wineries have implemented at least one of the explored 27 innovation activities in the last five years. The innovation activity applied by all wineries is purchase of new equipment and / or machinery, while the greatest contribution to business success has construction and / or new renovation of the tasting room. The wineries are actively implementing innovation in all relevant dimensions, and individually most in the dimension of innovation - investment and financing. Results show that the highest share of wineries made investments due to some necessity and without a planned budget, which indicates a lack of a clear strategy. Given that innovations serve strategic positioning, and encourage differentiation, stakeholders in the wine industry are advised a long-term strategic planning in introduction of innovations in their business.
Keywords
innovations, wine sector, survey
Hrčak ID:
251628
URI
Publication date:
23.11.2020.
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