Izvozne (ne)mogućnosti hrvatskih malih i srednjih poduzeća
Export Opportunities and Impossibilities of Croatian Small and Medium Sized Enterprises

Summary/Abstract: Strategy of individual customer approach entirely contradicts Croatian exporters’ main argument which says: it is impossible to reach customers in foreign markets due to insufficient quantities, high competition, lack of institutional support, etc. Major preconditions of successful positioning products and services in foreign market include innovative and competitive product, i.e. product with all global competitiveness characteristics. Unfortunately, Croatian products are often too expensive due to inadequate productivity rates and business efficiency. That is the reason why Croatian companies for more successful positioning on foreign market, especially SMEs since their inferiority is greatest, need to increase their economic efficiency and flexibility, advance business culture and improve presentation skills.

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