Author(s):
1. Stjepan Kalinić, Croatia
2. Neven Seric, 3. Ivana Zilic, Croatia

Abstract:
Globalization and contemporary communication standards on the global market present a particular challenge for a small enterprise of a country in transition. The possibility of continuity of growth in sale of original and competitive products account for the efforts exerted in making a strategic model of a new product positioning in the aimed niche on the global market. What are the key variables to which a small enterprise needs to pay attention in order to position itself in an acceptable niche of the global market? The problem in the practice of commercialization is also national administrative barriers. Even these barriers are indirectly imposed by international corporations by conditions that economic integrations stimulate to future members. The aim of these regulations is to weaken the potential new competition on the global market. Small enterprises are also faced with offensive aggressive strategies of prolongation of life expectancy of more inferior products of similar purpose ruled by multinational corporations through the economy of volume. Even in a situation where big corporations are not present on the national market, they effectuate their operation by political lobbying or through the chosen national firms. The development of new products for the sake of commercialization on profit-limited, national markets of the countries in transition is rarely economically justified. The development and commercialization of new products on the global scale are necessity, because of the narrowing of potential for sales on the national market, the alternative in recession is the decrease in employment and production. The authors have predicted the testing of suggested strategic model of positioning of a particular new product (home-made lasting cake- souvenir) of a small enterprise from the Republic of Croatia on the global market. It is a high quality product which has a limited number of competitors in the price class on the global market. Several market tests have been carried out with rigorous criteria which it has been concluded that the relation between the price and the quality of the product is especially competitive, while there is the demand. Branding system for creating a recognizable, in this case, exclusive brand, presupposes the continuity of activities and investing in the brand in order to develop it to the appropriate level when the sale of the product from the phase of introduction to the market passes to the phase of growth. The expected scientific contribution of the works consists in accepting or rejecting the basic hypothesis: Strategically model of exclusive sub segmentation of the new product of a small enterprise of a country in transition on the global market is effectively realizable on the tactical platform: logistics for providing materials, E-marketing- E-commerce – Branding- Elimination of organization incongruity

Key words:
logistics, E-marketing, E-commerce, Branding, Elimination of organization incongruity.

Opening paper:
Yes

Date of abstract submission:
16.06.2011.

Number of visits:
765

Conference:
REDETE 2011

Applied paper from author