Experiences in entrepreneurship development, innovation, and sustainable business through a concrete real-life example were the focus of a discussion held as part of the Entrepreneurship and Innovation course at EFFECTUS University of Applied Sciences. The discussion was led by Helena Popović Petrušić and Zoran Šimunić, founder of the company Naše klasje, who shared with students more than 25 years of experience in developing a manufacturing company and entrepreneurial ventures.

The session was organized in an interview format, allowing students to actively participate, engage in open discussion, and gain direct insight into real business development challenges. Through a dynamic dialogue, key entrepreneurship topics were addressed – from developing a business idea and financing operations to product innovation, market positioning, supply chain organization, and managing sustainability and long-term business resilience.

Students were given a closer insight into the perspective of manufacturing entrepreneurship driven by a passion for creating, developing original ideas, and taking responsibility for business results. The discussion also opened important questions regarding entrepreneurial freedom, risk management, and decision-making in conditions of market uncertainty.

One of the key messages of the session was the importance of understanding real market needs and developing products that create long-term value for consumers and society. The importance of knowledge, science, and continuous professional development as the foundation of competitiveness and sustainable business was also emphasized.

As a valuable example of cooperation between academia and industry, the collaboration between Naše klasje and the Faculty of Food Technology and Biotechnology in the product development process was presented.

During the discussion, continuous innovation, strategic consistency, and clearly defined values were additionally highlighted as important elements in developing competitive and sustainable business operations. Special emphasis was placed on responsibility towards the environment and the community, preserving tradition, and developing business practices that contribute to the local environment and society as a whole.

The session provided students with an opportunity to observe theoretical concepts of entrepreneurship, innovation, sustainability, and strategic management through a concrete example from business practice, further confirming the importance of connecting academic education with real-sector experience.

This interview-based format proved to be a highly successful model of guest lectures, as it enables students to participate more actively, engage in higher-quality interaction, and gain a more direct understanding of business practice.