The purpose of this study is to explore the impact of consumer ethnocentrism on decision making process across the product categories. Results are derived from primary data collected from a consumer sample in Bosnia and Herzegovina. Structural equitation modeling method was used to test the...

Along with marketing, small and medium enterprises (SMEs) are commonly associated in literature with relationship marketing which results in marketing networks. This paper examines the specific characteristics that differentiate large companies from small and medium-sized enterprises, and the...

The Croatian food and drink marketThe following five case studies, examine current issues and themes in theCroatian food and drink market. Case study 1''Attitudes of the Croatian population toward genetically modified food'',demonstrates how consumers are becoming deeply sceptical about the...