The brand name, as well as its features, are not the only factor in buying decision of a product. Certain groups or types of products are increasingly evaluated by the country of their origin, especially in the automotive, cosmetic or apparel industries. The country of origin of a product, i.e. the image of the country of origin, therefore becomes an important factor in assessing the quality of a product. For the economy of the country it is necessary to enable small and medium-sized enterprises to export. Export will increase their ability to compete in a domestic market and is an optimal model for internationalization for small and medium-sized enterprises, and ultimately, increasing export activities will contribute to the competitiveness of products. Export strategies, i.e., foreign market entry strategies, are usually determined depending on the time of entry. The first entry strategy assumes being first on the market. This approach brings benefits, primarily due to the monopoly over time, but also carries considerable costs across all business segments. The later entry strategy assumes that the company comes to already established processes and standards, and consumers are already familiar with the type of products or services. Both strategies have their advantages and disadvantages, and it is up to the company to decide which model suits it better. The paper examines the influence of the country of origin on the final choice of the buyer when purchasing, through the business case of the Croatian innovative product of the company ROTO Kruna. The main objective of the research is to determine whether the country of origin of a product is an advantage or disadvantage of being placed on the international market, and the results of the research will be applied in the guidelines for the treatment of innovative Croatian products by ROTO Kruna on the international market.