PSIHOLOGIJA USPJEHA Andrea Doko Jelušić

Guest Andrea Doko JelušićHosted by Tanja PuretaMay 3, 2026

Andrea Doko Jelušić

About this episode

What you'll hear in this conversation

Andrea Doko Jelušić leads AmCham Croatia, an organization whose very structure challenges common assumptions about national business chambers. Unlike many such bodies, AmCham operates without a single euro of government funding, a deliberate choice that grants it unusual freedom to critique policy and champion its members' interests. This independence, coupled with a commitment to consensus-based decision-making, has allowed it to cultivate a uniquely diverse membership—not just US companies, but a wide spectrum of firms who value its transparent, private-sector-first approach. Her insights reveal how a national chamber, part of the largest business network in the world, can become a critical hub for international expansion for *any* company, not just those from its namesake country. She explains how the influx of foreign investment into a smaller market like Croatia is often misread by official statistics, and how a stable business climate can make a country attractive for expansion, even when it can't compete on scale. Readers will walk away with a clearer understanding of what makes a business organization truly effective in advocating for its members, and how even a small market can position itself as a strategic European hub.

Insights from the conversation

What to take from this episode

AmCham Croatia is "forbidden from receiving funds from any government," a deliberate financial independence that sets it apart from many other chambers of commerce. This choice is precisely what grants it the freedom to be critical of government policies and to serve its members' interests without compromise. A chamber that can't be bought is a chamber that can be trusted.

Decisions within AmCham are made by "consensus," ensuring all members, regardless of origin, have an equal vote on policy proposals like tax rates. This commitment means the organization isn't just a conduit for US interests, but a truly neutral platform for the entire private sector. The "American" in the name describes its origin, not its exclusive focus.

Andrea notes that official statistics often understate US investment in Croatia because many American companies are registered through "European hubs" like Ireland or the Netherlands. The true measure of foreign investment in a smaller market often lies beyond direct registration data, hidden within the complex structures companies use to navigate the EU.

AmCham's annual survey shows 79% of companies plan to expand operations in Croatia, and 63% performed better in 2023 than the year prior. For a small market, a stable and improving business climate, evidenced by high rates of satisfaction and planned expansion, can be a stronger magnet for investment than sheer market size.

The 25th-anniversary celebration saw a full concert hall, including members who operate in Croatia but are based elsewhere, like City Bank's Hungarian leadership. When members travel across borders for a social event without a business agenda, it signals that the organization has built a deep sense of community and trust beyond transactional networking.

AmCham Croatia, with around 330 members, helps Croatian firms expand internationally by leveraging its global network, allowing "one phone call" to colleagues in Mexico or Australia. The value of a national chamber of commerce extends far beyond its namesake country, serving as a practical global connector for its diverse membership.

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