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Abstract
This article aims to analyze the present situation in the wine sector by identifying the interest of producers regarding collective export promotion, exploring the reasons why producers should join the export promotion fund, and identifying benefits of the export promotion fund, based on the Croatian case study.
Data were analysed using univariate statistics, bivariate correlations, and factor analysis. In the work quantitative and qualitative research methods were used: SWOT analysis and quantitative data analysis.
The study contributes to greater knowledge of the willingness of Croatian wine producers for association and it is the first research about collective export promotion of wine in Croatia.