Turustatav

Turustatav is an Estonian adjective meaning marketable or capable of being marketed—i.e., able to be sold successfully in a market. The word is formed from the noun turg, meaning market, and the suffix -atav, which denotes capability or tendency.

In business and economics, turustatav describes offerings with demonstrated or potential demand, feasible production costs, and a favorable position in distribution and branding. Assessments of turustatavus consider factors such as price points, quality, packaging, competitive landscape, regulatory constraints, and market conditions. The concept is used to evaluate whether a product, service, or idea can be effectively brought to market.

Usage examples include turustatav toode (a marketable product) and turustatavus (marketability). The phrase turustatava potentsiaali refers to the market potential of a given offering. In planning documents, determining turustatavus helps prioritize investment, product development, and go-to-market strategies.

See also: turundus (marketing), turupotentsiaal (market potential), jaemüük (retail).