engleski

Assessing Croatian Medical Herb Industry Potential For Going Global

Medical herbs have significant potential for global business. Contemporary trends, concerning health and healthy approach to life, hugely contribute to this. However, medical herb industry is marginalized in Croatia. Although, share of medical herbs in total Croatian exports is small, Croatia has comparative advantages for medical herb production. The main purpose of this paper is to discuss readiness of Croatian medical herb industry for global market entry. Since successful global business has been based on sustained competitive advantages, prerequisites and changes for creating them are discussed in this paper as well.

medical herb industry, Croatia, global business, export opportunities, competitive advantages

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