Innovation in commercialization of pelagic fish: the example of "Srdela Snack" Franchise



employment opportunities and providing higher income for everyone included
in the supply chain.

The fishermen can get a higher price for their product, and the tourist offer of
Croatia is enriched with a brand new product which puts an accent on
traditional, healthy food.

Literature

1. Elisa Montaguti, Sabine Kuester and Thomas S. Robertson (2002), “Entry
strategy for radical product innovations: A conceptual model and
propositional inventory“, International Journal of Research in Marketing,
Volume 19, Issue 1

2. Chandy, R.K. & Tellis, G. (1998), Organizing for radical product innovation:
The overlooked role of willingness to cannibalize. Journal of Marketing
Research 35 3 (1998), pp. 474^487.



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