Mirjana Nedović – College of Applied Sciences „Lavoslav Ružička” in Vukovar, Županijska 50, 32000 Vukovar, Croatia
Sandra Mrvica Mađarac – College of Applied Sciences „Lavoslav Ružička” in Vukovar, Županijska 50, 32000 Vukovar, Croatia
Ivona Bajić Sabljo – Regional Wholesale Market Osijek Inc., Ul. Svetog Leopolda Bogdana Mandića, 31000 Osijek, Croatia
DOI: https://doi.org/10.31410/LIMEN.2019.157
5th International Scientific-Business Conference – LIMEN 2019 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – CONFERENCE PROCEEDINGS, Graz, Austria, December 12, 2019, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-26-4, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.2019
Abstract
Innovation and creativity represents the key assumption when creating competitive advantage
for any of the market participant. It is quite sure that without creativity and innovative products
and services that already exist or are about to appear at the market, it’s not possible to achieve a
long-term competitive advantage. The turbulent market and the increasingly demanding consumers
who have become picky in the mass of products and services that do meet the same need, presently
the added value and unique characteristics of the products and services have become crucial when
choosing a product. The purpose of the paper is to highlight the importance of introducing competitive
characteristics to products and services as well as introducing innovations to Croatian companies. The
aim of this paper is to indicate that there is a room for improvement when it comes to competitiveness
and innovation in the Republic of Croatia, as well as for the future predictions within this area. The
research methodology is based on the application of analysis and synthesis methods, and methods of
comparison and descriptive methods.
Keywords
Competitiveness, Innovation, Competitive advantage, Uniqueness of products and services.
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