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Doris Vukšić
Episode · #278

BREND FORUM Doris Vukšić

Guest Doris VukšićHosted by Božo SkokoMay 3, 2026
About this episode
What you'll hear in this conversation

Innovativeness is often discussed through economic indicators, but what role does it play in shaping a nation's global identity? Doris Vukšić, author of "Innovativeness: Image of Croatia," offers a different lens, exploring how countries strategically brand themselves by fostering and communicating their innovative spirit. Drawing from her extensive background in marketing and communications at HAMAG-BICRO, Vukšić unpacks the critical distinction between an idea, an invention, and a true innovation—one proven in the market. This conversation delves into the strategic choices made by nations like Switzerland, Israel, and Singapore to cultivate an image of innovation, and what lessons Croatia can draw from their successes and paradoxes. You will walk away with a clearer understanding of how a country's brand is built not just on its products, but on its commitment to fostering new solutions and attracting talent.

Insights from the conversation
What to take from this episode
01
An idea is not an innovation, nor are invention and innovation synonyms, the guest explains; an innovation only truly exists once it has been proven in the market. The real test of any new concept isn't its conception or even its creation, but its demonstrable value and acceptance in the marketplace.
02
Israel's rise as a "startup nation" was driven by necessity, not abundance—a closed market, limited resources, and critical needs like water scarcity and defense forced creative solutions. Scarcity and constraint can often be more potent drivers for genuine innovation than an environment of endless resources.
03
Singapore's innovation ranking dropped after 2008 because multinational corporations based there weren't conducting original research and development on the island. A country's innovation image depends not just on hosting established players, but on actively fostering and communicating the internal origin of new ideas and R&D.
04
Switzerland, a consistent leader in innovation indices, has turned its attention to attracting and retaining young talent through campaigns like "Location Switzerland." For countries at the forefront of innovation, the next strategic frontier is not just R&D investment, but actively communicating opportunities to draw and keep skilled individuals.
05
Sweden, a pioneer in government R&D investment, encountered a paradox: its strong research output often struggled with commercialization. Investing heavily in research is only half the battle; the ability to translate those inventions into viable market products is what ultimately defines an innovative economy.
06
The guest draws a parallel between Israel's necessity-driven innovation and the Croatian tendency to be "most creative in times that are not in your favor." Adversity, rather than comfort or abundance, often sparks the most inventive solutions and entrepreneurial drive within a nation.
07
Croatian companies like Infobip, Rimac, Nanobit, and Five (Pet Minuta) demonstrate that a small country can compete globally in ICT. The internet and digital technologies have democratized market access, allowing entrepreneurs from any background to launch products globally with the click of a button.
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