Review article

Podravka in Markets with a Strong Economy of Minority Ethnic Communities

Katica Jurčević ; Institute for Migration and Ethnic Studies, Zagreb, Croatia
Marina Perić-Kaselj ; Institute for Migration and Ethnic Studies, Zagreb, Croatia
Petar Velhes orcid.org/0000-0002-1636-4162 ; Zagreb, Croatia

Abstract

This paper presents Podravka's activities in global markets, with special emphasis on the ethnic economies. The company has significant successes in many countries around the world, and the reason for this is the carefully designed business in the domestic and foreign markets, but also the fact that Croatian emigrants and their descendants live and work around the world. Many of them are part of the minority ethnic economy. From the insight into the business results we established that Podravka is successfully developing its position on the global market, including in countries with strong economies
of minority ethnic communities. Thanks to a successful business balance that survives and expands in the global market, the company recorded growth in production and revenue in the pandemic years of 2020 and 2021, especially in markets with a share of minority ethnic economies.

Keywords

Podravka; ethnic economies; global market

Hrčak ID:

280505

URI

https://hrcak.srce.hr/280505

Publication date:

30.5.2022.

Article data in other languages: croatian

Visits: 1.163 *