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No more ‘low cost’

CEE's EU members need innovation for a new growth model

September 23, 2024

6 min read

September 23, 2024

6 min read

The 11 Central and Eastern European members of the European Union (Bulgaria, Croatia, Czechia, Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Slovakia, Slovenia) have undergone an impressive process of economic catch-up since the early 2000s.

However, the previously successful model of taking over labour-intensive production steps as an ‘extended workbench’ for Western companies is increasingly nearing its limits.

That was the conclusion reached by the Vienna Institute for International Economic Studies (wiiw) in a 2021 study for the Friedrich-Ebert-Stiftung. In a follow-up study published in 2023, wiiw analysed what might help the region’s countries escape this ‘middle-income trap’.

The conclusion: the EU-CEE countries need a new industrial policy worthy of the name.

“This is also illustrated by the recently published report by former European Central Bank President Mario Draghi on the future of European competitiveness,” says Zuzana Zavarská, economist at wiiw and co-author of a new study on the subject.

“In it, Draghi rightly calls for a European industrial policy and massive investment in key technologies.”

Such a European-coordinated industrial policy, tailored to the specific needs and strengths of each country, can only succeed with technological innovation, wiiw argues in the final part of its research project for the Friedrich-Ebert-Stiftung.

The Vienna Institute therefore looks at how the EU-CEE countries could establish innovation systems that will enable them to catch up with global leaders in technological and economic terms.

“The decisive factor here will be for domestic companies to utilise the cutting-edge technologies of foreign companies operating in the country—think of the automotive industry—and to generate echnological spill-over effects,” continues Zavarská, citing the success stories of Ireland and Singapore, which achieved something similar in the past.

Lagging behind in innovation

However, the EU countries of Central and Eastern Europe face colossal challenges.

“Above all, they are spending nowhere near enough money on research and development, which impairs their ability to innovate,” believes Zavarská.

While it is true that R&D spending in the region is slowly increasing, particularly in Poland, Czechia and Croatia, all countries of the region nevertheless fall far below the official EU target for spending on research and development of three per cent of GDP.

Only Slovenia and Czechia have R&D expenditure of over two per cent; meanwhile, Slovakia, Bulgaria, Latvia and Romania fall below one per cent.

Although some countries of the region are known for the export of medium- to high-tech products, this is largely possible thanks to technology that has been imported either by foreign companies operating in the country or because the country itself has a traditional specialisation.

Top-level technological expertise is mainly available within the large multinational companies that maintain production sites in these countries. However, R&D is still largely based in Western European corporate headquarters. Thus, domestic companies in Central and Eastern Europe, especially small and medium-sized ones, cannot benefit from this expertise.

Another problem is the inadequate education system. Although the region has a relatively high proportion of graduates in natural sciences, the quality of education is often poor and universities are frequently chronically underfunded. The EU-CEE countries also have a lot of catching-up to do when it comes to green technologies.

The situation is better regarding digitalisation: there are numerous innovative companies that specialise in digital technologies. However, these are often isolated success stories that are not integrated into the country’s innovation ecosystem.

At the political level, despite recent progress there is a general lack of coordination and financial support for activities in the areas of innovation and R&D. In addition, very few Central and Eastern European EU member states make full use of the opportunities open to them under relevant EU programmes.

Ireland and Singapore as role models

So what can be done? The study identifies Ireland and Singapore as role models for the development of successful innovation ecosystems. Like the EU-CEE countries today, economic growth in those countries was—just a few decades ago—driven mainly by foreign direct investment by large multinational industrial groups, with little or no innovation effects for the local economy.

But for some time now, Ireland and Singapore have both been focusing on attracting only the kind of foreign investment that aligns with their own economic structure and domestic specialisations (in Ireland, this approach is called ‘innovation by invitation’).

In addition, a systematic and highly focused effort has been made to get foreign companies networking with local firms and suppliers, in order to create industrial clusters in promising niches. In Ireland, this has led to the development of an internationally outstanding microelectronics industry. Incentives have also been created to encourage foreign companies already operating in the country to carry out more research and development locally—and thus to bring more added value into the country.

A key success factor has been well-trained, skilled labour. “Both Ireland and Singapore have made great efforts to align vocational training—and above all, university education in the subjects of mathematics, computer science, natural sciences and technology – as closely as possible with the needs of their own economies,” explains Zavarská.

Other success factors have included the massive state funding of research and development through grants, subsidies and tax breaks; the strengthening of scientific research at universities; the creation of state research funding agencies; the networking of university and commercial research; good framework conditions for start-ups; and easier immigration for highly qualified people from abroad.

Policy recommendations

The study therefore recommends that the Central and Eastern European EU member states take the following steps: create a long-term innovation strategy and a national agency to coordinate all innovation efforts; make better use of EU funds and increase national funding for research and development; improve administration and public institutions; promote local suppliers, introduce targeted incentives for R&D and, above all, encourage the better networking of domestic companies with foreign corporations to establish industrial clusters in promising areas; selectively target foreign direct investment in sectors that align with their own existing industrial strengths; and create incentives for foreign companies to conduct more research locally.

In this respect, the study advocates moving away from a reliance mainly on tax incentives for increased R&D expenditure, to include more grants and even state subsidies.

In addition, the study recommends strengthening universities and research institutions and linking them with industry—for example, by tying funding for companies to cooperation with scientific institutions.

There is also a need to accelerate the training of a sufficient number of highly qualified specialists in the natural science subjects; to facilitate the immigration from abroad of such personnel; and to improve financing conditions for innovative companies.

Marek Grzegorczyk

Marek Grzegorczyk

Marek Grzegorczyk is an analyst at Reinvantage.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.