The goal of every business is to gain profit by achieving success in the market. With the increased pace of scientific and technological development, and the evolving values and perceptions of people, the changes in the market happen much more rapidly than ever before. While the development and deployment of technological innovations benefit all aspects of our lives, customers have become more informed and demanding, competition more intense. Customers are willing to support local, Croatian, products if it makes good consumer sense to do so. Their top concern is price, closely followed by the time necessary to receive the product and start using it. Croatian companies can position their product to be the first choice in the market place through providing high-quality after sale services. Innovative products have become one of the keys to any successful business; they promote progress, driven by the desire to fulfil customer needs. Participating in the business to business market demands meticulousness and a thorough knowledge when making strategic decisions and signing business agreements. Innovative product will however not guarantee success for businesses. With regard to human factor, analysing and diagnosing the situation, developing the right marketing strategy, applying predetermined rules of business spending destined to result in success. Understanding, selecting and implementing positioning strategies will lead to becoming the first choice of customers, which in turn bring commercial success and profit. The scientific studies conducted demonstrate that there are certain principles which must be taken into account for effectively positioning an innovative product into an existing business to business market. Positioning an innovative product based on values, perceptions and characteristics of the buying decision makers of businesses push it to become the first-choice option. By applying a similar methodology as above, the same level of success can be achieved for existing products through repositioning.