Original scientific paper

EVOLVING FOOD MARKETING SYSTEMS IN RECOVERING ECONOMIES: SOME LESSONS FROM CROATIA'S GAVRILOVIĆ AND EMERGING ‘OLDIES-BUT-GOODIES’

Clifford J. Shultz II
Biljana Crnjak-Karanović
Sanda Renko

Abstract

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 rigorous 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.

Keywords

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

Hrčak ID:

10417

URI

https://hrcak.srce.hr/10417

Publication date:

25.11.2005.

Article data in other languages: croatian

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