Entrepreneurial opportunity, product development and sustainable business in the textile industry: a case study of the crotrekking brand

Sažetak

This paper examines the process of entrepreneurial opportunity recognition, product development and market positioning
in the textile industry, with particular emphasis on sustainable entrepreneurship. The study is based on a qualitative case study of
the Croatian brand Crotrekking, which evolved from a digital outdoor community into a commercial venture. The research theoretically grounds and empirically analyses how the founder’s prior experience, accumulated social capital and iterative product development shaped a sustainability-oriented business model. The findings indicate that embedding sustainability into the core business logic, combined with incremental risk management and prototype-based learning, enables differentiation within a highly competitive industry environment. The study contributes to the understanding of entrepreneurial management in micro-enterprises operating under sustainabilitydriven market conditions.