NPD IN CROATIA: A CASE STUDY
In 2002, the Dutch and Croatian Ministries of Economic Affairs agreed to launch a capacity building project in Croatia to improve the competitiveness of Small and Medium-sized Enterprises. Under the umbrella of this initiative, three in-company demonstration projects with regard to New Product Development took place in Croatian SMEs. This paper describes one of these projects, conducted with the company Adriacink. At the start of the project Adriacink had arrived at a turning point in their business strategy. Due to increasing competition, rising steel prices and the prospect of Croatia joining the EU, the company had decided to shift their focus from manufacturing semi-finished products for clients to designing, manufacturing, and galvanizing their own end products.