Abstract
Cilj istraživanja je identificirati ograničenja i očekivanja proizvođača, transportnih tvrtki, distributera i trgovaca od uvođenja inteligentne ambalaže u lance opskrbe hranom na tržištu zapadnog Balkana. U teorijskom dijelu istraživanja identificirani su čimbenici koji pozitivno utječu na uvođenje i ubrzanu primjenu inteligentne ambalaže u prijevozu, skladištenju i fizičko-manipulativnim operacijama sa prehrambenim proizvodima do mjesta njihove krajnje kupnje. Empirijsko istraživanje provedeno je na uzorku od 114 tvrtki s naglaskom na prikupljanju i analiziranju podataka o očekivanjima vlasnika i menadžera u vezi sa prednostima i ograničenjima uvođenja inteligentne ambalaže u njihovo poslovanje. Rezultati su pokazali da postoje značajne razlike u pogledu ograničenja koja imaju utjecaja na uvođenje inteligentne ambalaže u poslovanje sudionika fizičke distribucije, uvažavajući oblast poslovanja, broj zaposlenih, raspoloživi kapital i usvojene poslovne standarde. Suprotno tome, rezultati pokazuju da nema značajnih razlika kada su u pitanju pogodnosti koje analizirani subjekti očekuju od uvođenja inteligentne ambalaže u svoje sustave. Prijedlozi i smernice za buduća istraživanja navedeni su u radu.
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