The program that promotes entrepreneurs and opens access to capital is starting its second generation
Bringing Strategy to Life in a Disrupted World
We live in an uncertain, fast-changing, and complex world where constant disruptions challenge even the most ambitious organizations when defining their strategy. Research shows that only 51% of top management can name their organization’s top three strategic priorities—and this number drops significantly at lower levels of the organizational hierarchy.
Many organizations lack a clear understanding of what they want to achieve, how they plan to do it, and when. As a result, 67% of organizations fail to implement their strategies successfully. Developing, activating, and executing strategic plans takes both time and effort—yet the outcomes often remain unpredictable.
Empowering Croatian Entrepreneurs
The Strategy in Action (SiA) program supports leadership teams in small and medium-sized enterprises by helping them:
- Co-create, activate, and implement their business strategy
- Build strategic plans focused on growth and scalability
- Open access to capital and connect with potential investors
- Prepare for going public and enhance their market readiness
By strengthening strategic clarity and execution, SiA enables Croatian entrepreneurs to navigate complexity with greater confidence and direction.
“I am glad that Privredna banka Zagreb d.d. joined the promotion of the Strategy in Action initiative in cooperation with COTRUGLI Business School, the Zagreb Stock Exchange and the EBRD with the aim of providing appropriate support and education to companies that are strategically thinking about accessing the capital market with the desire to finance their future business, where it is particularly important to ensure the quality of corporate management that investors on the capital market demand. Going to the capital market is one of the ways companies can strengthen their financial position and capital base for future projects and business expansion. By strengthening Croatian companies, especially the small and medium segment, we are also strengthening the resilience and competitiveness of our economy,” said Vedrana Jelušić Kašić, member of the Management Board of Privredna banka Zagreb.
Croatian Entrepreneurs Embrace Strategy in Action
The first generation of the Strategy in Action (SiA) program generated strong interest among Croatian entrepreneurs. Ten local companies completed the full program experience, gaining valuable strategic insights.
Among them was Igor Drašković, President of the Management Board and majority owner of DRACO. He shared his impressions of the program, highlighted its impact on his company’s operations, and explained how SiA can benefit other entrepreneurs as well.
“We found out about the Strategy in Action program through the COTRUGLI business school. They announced an introductory workshop on strategy, which seemed interesting to us, but we were not familiar with the entire SiA program. Already at the first workshop, we saw the benefits because the SiA program was able to connect known concepts from strategy formulation into an integrated program that requires concrete inputs and provides concrete steps for the implementation of the strategy,” says Drašković.
As the key advantages of going through the program, Drašković points out: “I think the main benefit is connecting all components of strategy formulation into one cohesive whole and communicating the vision, mission and main goals of the company to the internal organization and the market. Each step of formulating the strategy forced us to reconsider the fundamental assumptions, resulting in high-quality long-term reflections and goals.”
Increasing competitiveness
““Every ambitious local company aiming for growth can benefit from this program,” says Igor Drašković, President of the Management Board and majority owner of DRACO. “It distills the best business practices from developed markets.” He emphasizes that Croatian companies looking to expand beyond national borders into competitive European and global markets must measure themselves against the best.
“Our main competitors are global corporations,” Drašković adds. “A clear strategy gives us the edge we need to compete effectively—even in our domestic market.”
Next Steps: Strategy Implementation and Growth Financing
Following the program, DRACO’s leadership is already taking concrete steps. Drašković notes that the next phase involves rolling out the company’s strategic goals across departments. This includes aligning departmental objectives with the corporate strategy and exploring financing options to support DRACO’s next major development milestone.
Talent Challenges and Industry Gaps
Drašković also addresses a pressing issue: the talent drain. “Like many companies in Croatia, we are affected by the shortage of skilled professionals, particularly as more people seek work abroad,” he says. “The problem is further compounded by the fact that Croatia has had limited industrial production for over two decades. This has created a gap in professional expertise, especially in sectors like chemical manufacturing.”
Despite these hurdles, DRACO remains committed to attracting strong talent. “We manage to bring in qualified people because we’re recognized as a high-quality employer,” Drašković concludes.
To learn more about the SiA program click here.
*The original interview was published on the pages of Poslovni Dnevnik
