Page 41 - Rižnar, Igor, and Klemen Kavčič (ed.). 2017. Connecting Higher Education Institutions with Small and Medium-Sized Enterprises. Koper: University of Primorska Press
P. 41
The Co-Creation of Competitive Knowledge
ural processes, as they invested countless hours of manual labour, and
for geographical origin. In-depth expertise has brought together influ-
ential factors of the fish farming process, which enables superior qual-
ity seafood. Geographical origin is recognised through the Fonda brand,
who maintains the highest European quality standards. The latter also
directs the expectations of customers in enjoying healthy seafood.
The developed aquaculture competencies of the company certainly
have an impact on the increasing demand for high-quality sustain-
able food, which is an opportunity to achieve higher sales volumes and
prices. Demand already exceeds production capacity by at least three
times. In addition to the inventive technology of fish and seafood cul-
tivation, an opportunity exists for the company in combining comple-
mentary products such as creating new culinary-wine-tourism experi-
ences and the enhancement of the customers’ awareness. The Fonda
Company takes advantage of the Slovenian agricultural sector, which
is reflected in the relatively advantageous geographical location, the
Mediterranean climate and the geographical origin of the goods. Fonda
is aware of its competitive strengths; a long tradition of aquaculture and
the regional integration of the company. An important role in the op-
erations of the company advocates the promotion of the geographical
location of the Slovenian coastal-Istrian area. Fonda provides an im-
portant contribution to the recognition of Slovenian food companies
and Slovenia as a touristic destination.
The third strategic theme that was identified on the basis of analy-
sis of the Fonda’s desired business model ‘to-be’ is co-branding (figure
2.2). It is well known that the Fonda brand is relatively fast-growing and
recognisable, but the success also brings demands for the consolidation
and maintenance of acquired market positions. In addition, the com-
pany is strategically embedded in the local region, which, on the other
hand, represents a certain physical limitation.
Dr. Irena Fonda: ‘I claimed once that everything else is the same, but
not fish farming! But it is all the same. It is more difficult to work with
fish, because they are a fresh product. What we did pleased people and
it came out well and now we are one of the fastest growing and most
recognised brands in Slovenia and abroad. In our area of expertise, we
are the most recognisable.’
An established and recognised brand can be expanded to other areas
of interest, but this requires a certain degree of caution. When consid-
ering the use of the ‘master brand,’ it is a good idea to consider whether
39
ural processes, as they invested countless hours of manual labour, and
for geographical origin. In-depth expertise has brought together influ-
ential factors of the fish farming process, which enables superior qual-
ity seafood. Geographical origin is recognised through the Fonda brand,
who maintains the highest European quality standards. The latter also
directs the expectations of customers in enjoying healthy seafood.
The developed aquaculture competencies of the company certainly
have an impact on the increasing demand for high-quality sustain-
able food, which is an opportunity to achieve higher sales volumes and
prices. Demand already exceeds production capacity by at least three
times. In addition to the inventive technology of fish and seafood cul-
tivation, an opportunity exists for the company in combining comple-
mentary products such as creating new culinary-wine-tourism experi-
ences and the enhancement of the customers’ awareness. The Fonda
Company takes advantage of the Slovenian agricultural sector, which
is reflected in the relatively advantageous geographical location, the
Mediterranean climate and the geographical origin of the goods. Fonda
is aware of its competitive strengths; a long tradition of aquaculture and
the regional integration of the company. An important role in the op-
erations of the company advocates the promotion of the geographical
location of the Slovenian coastal-Istrian area. Fonda provides an im-
portant contribution to the recognition of Slovenian food companies
and Slovenia as a touristic destination.
The third strategic theme that was identified on the basis of analy-
sis of the Fonda’s desired business model ‘to-be’ is co-branding (figure
2.2). It is well known that the Fonda brand is relatively fast-growing and
recognisable, but the success also brings demands for the consolidation
and maintenance of acquired market positions. In addition, the com-
pany is strategically embedded in the local region, which, on the other
hand, represents a certain physical limitation.
Dr. Irena Fonda: ‘I claimed once that everything else is the same, but
not fish farming! But it is all the same. It is more difficult to work with
fish, because they are a fresh product. What we did pleased people and
it came out well and now we are one of the fastest growing and most
recognised brands in Slovenia and abroad. In our area of expertise, we
are the most recognisable.’
An established and recognised brand can be expanded to other areas
of interest, but this requires a certain degree of caution. When consid-
ering the use of the ‘master brand,’ it is a good idea to consider whether
39
