The importance of creating a brand for the products based on natural and traditional resources
Project leader: Prof. Ivana First Komen PhD
Members of the project team
Nina Grgurić Čop - EFRI, PhD student FELU
Prof. Dina Lončarić PhD - Faculty of Tourism and Hospitality Management, UNIRI
Prof. Mei Rose, PhD - University of Alaska Anchorage, Anchorage, USA
Sanja Stamenić Oštrić, PhD - Solana Nin
Doctoral students
Marcela Mišura - PhD student EFRI
Summary
The aim of this research is to gather new insights to help small producers of natural and traditional products strengthen their position on the local and international market through establishing a brand and connecting brand's story to the identity of Croatia as a country of tradition and rich cultural heritage. This contributes to preservation of natural and traditional resources and strengthening of sustainable economy. Three research questions are to be answered. The first, which are the success factors of branded natural and traditional products? For that purpose, in-depth case study analysis will be conducted among 5 businesses. The second, how natural and traditional branded products strengthen the desired identity of Croatia as a tourist destination. The answer will be gained by conducting a questionnaire among tourists. The third, which kind of brand identity of natural and traditional products and which value (handmade/organic /Croatian /natural /traditional) is the most important for customers? To answer this question, surveys will be conducted among locals and tourists. Research team includes experienced researchers, doctoral students and a practitioner. Each experienced researcher is specialized in one aspect of the proposal, and comes from a different institution within or outside of UNIRI. Described diversity is a precondition for meeting planned research results, mobility and knowledge transfer to young researchers, colleagues at the University and beyond, and from scientific institutions to businesses. The results of this project will be published at 5 international conferences and 5 a1 journals. The results will also be disseminated to producers of traditional and natural products and relevant institutions during a scientific-professional conference to be organized. Finally, an outcome will also be a life long learning program for the relevant practitioners. This project is fully aligned with 5th smart specialization priority of the University.
Members of the project team
Nina Grgurić Čop - EFRI, PhD student FELU
Prof. Dina Lončarić PhD - Faculty of Tourism and Hospitality Management, UNIRI
Prof. Mei Rose, PhD - University of Alaska Anchorage, Anchorage, USA
Sanja Stamenić Oštrić, PhD - Solana Nin
Doctoral students
Marcela Mišura - PhD student EFRI
Summary
The aim of this research is to gather new insights to help small producers of natural and traditional products strengthen their position on the local and international market through establishing a brand and connecting brand's story to the identity of Croatia as a country of tradition and rich cultural heritage. This contributes to preservation of natural and traditional resources and strengthening of sustainable economy. Three research questions are to be answered. The first, which are the success factors of branded natural and traditional products? For that purpose, in-depth case study analysis will be conducted among 5 businesses. The second, how natural and traditional branded products strengthen the desired identity of Croatia as a tourist destination. The answer will be gained by conducting a questionnaire among tourists. The third, which kind of brand identity of natural and traditional products and which value (handmade/organic /Croatian /natural /traditional) is the most important for customers? To answer this question, surveys will be conducted among locals and tourists. Research team includes experienced researchers, doctoral students and a practitioner. Each experienced researcher is specialized in one aspect of the proposal, and comes from a different institution within or outside of UNIRI. Described diversity is a precondition for meeting planned research results, mobility and knowledge transfer to young researchers, colleagues at the University and beyond, and from scientific institutions to businesses. The results of this project will be published at 5 international conferences and 5 a1 journals. The results will also be disseminated to producers of traditional and natural products and relevant institutions during a scientific-professional conference to be organized. Finally, an outcome will also be a life long learning program for the relevant practitioners. This project is fully aligned with 5th smart specialization priority of the University.
