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Evolving Food Marketing Systems In Recovering Economies: Some Lessons From Croatia’S Gavrilović And Emerging ‘Oldies-But-Goodies’, Clifford J. Shultz, Biljana Crnjak-Karanović, Sanda Renko

Clifford J Shultz

A well-functioning food marketing system contributes greatly to domestic socio-economic development and global connectivity during periods of recovery and/or transition. Gavrilović, an established and historically successful company, i.e., an “Oldie-but-Goody,” is a case study in survival and adaptation; ultimately perhaps a model for other food marketing companies that must overcome rigorous geographical, social, political and economic challenges. This paper discusses food marketing systems and their development, provides a brief overview of Croatia’s food marketing system, and shares some lessons and best practices from Gavrilović.