“Our goal is for Replek to be the best, highest-quality company and the best place to work.”
Born in Skopje, he dreamed of becoming an architect as a child and describes himself as a rebel who enjoys challenges. To him, leadership means being honest, humble and genuinely believing in what you do. He prefers to delegate decision-making, but expects accountability and gives employees room for initiative. He speaks seven languages fluently and holds two university degrees. His education in France and Austria taught him that going abroad is an opportunity for success, but not a guarantee of it.
Read the interview with Dushan Pecovski, Chief Executive Officer of Replek, in which he discusses Replek’s new concept – from patients to consumers – the company’s rebranding, the need for transparency and honesty in business, the new generation entering the labour market, and his motto: “The number of employees is not as important as their quality and qualifications…”
“I was born in Skopje, Macedonia, and grew up in Vienna, Austria. I completed my higher education in Grenoble, France. As a child, I dreamed of becoming an architect. I enjoy creating beautiful, functional and useful projects; I am fascinated by perfection, logic and aesthetics, probably influenced by my family tradition – my grandfather was an architect and my father an engineer, and they are my role models in life. I speak seven languages fluently, hold a degree in economics and a degree in computer science, and I have a Master’s degree in Finance and an MBA.
Although the primary purpose of studying abroad is to gain knowledge through the educational process, what is the life education that a student gains abroad?
“First and foremost, I learned to appreciate the opportunity my parents gave me to be educated in world centres such as Vienna and Grenoble, a privilege that few people have. I learned early on that going abroad is an opportunity for success, but not a guarantee of success. To build a successful career, you need to make significant sacrifices, work hard and believe in yourself.
There, nobody knows you and you know nobody – a new environment, a new culture, a new language. Everything depends on you, including the success you achieve. I also learned to manage a household independently and, alongside my studies, to take care of my home and myself. I had the opportunity to work for a successful trading company and for Austria’s most successful bank, Raiffeisen Bank. It was an enormous experience that transformed me from a student into a successful businessman.
Were you ever torn between staying abroad and returning home? What ultimately determined your decision?
“My professional career in Austria was steadily progressing upwards; the path was predictable, and the system itself offered me many opportunities. But I am rebellious by nature, and I enjoy challenges and am constantly seeking new achievements.
To be successful within an organised system as a Macedonian in Austria is a great achievement. But to be successful while creating a system with lasting values and global standards within a Macedonian company in our own country, and to take that company to a global level, is another step altogether. That is precisely what changed my mind when, 12 years ago, I received the offer to join Replek.
Taking the helm of a company with a rich history and a brand that has to meet certain expectations, both in the market and among consumers, is a huge challenge. Did you have any doubts about taking on the position, and what ultimately made you say ‘YES’?
any doubts about taking on the position, and what ultimately made you say ‘YES’?
“The top position at this prestigious company was not offered to me by anyone, nor did it simply fall into my lap – under the circumstances at the time, such an opportunity did not exist. I fought hard and over a long period to earn it, fairly and honestly, and of course I had tremendous support from the majority of shareholders and employees.
What guided me along this path was my belief in myself, in Replek and, above all, in its employees. I saw something that others could not see: enormous untapped potential. I was convinced, and I still am, that Replek deserves much more.
You are considered one of the most authentic representatives of the new generation of business leaders in the country. What is your management style that sets you apart from others, and what is your goal – where do you want Replek to go?
“First of all, thank you for the compliment and for recognising these qualities in me. What you call authenticity means, to me, not being afraid to express my opinion and having a position that I firmly stand by.
For me, leadership means being honest, humble and genuinely believing in what you do. I prefer to delegate decisions, demand accountability and leave room for initiative. I am not someone who simply gives orders and expects them to be carried out without question. I want to surround myself with intelligent and original people who are not afraid to express their opinions. I want to hear what others have to say.
The more modest I am in my own demands and needs, the more ambitious I am in my expectations and demands of and towards my colleagues. I always expect the maximum and want to bring out the best in people; I believe in the best in them.
Our goal is not for Replek to be the biggest, to have the most employees or to generate the highest profit. Our goal is for Replek to be the best, highest-quality company and the best place to work. We are more focused on substance and essence. We want to leave a lasting mark and create added value for society and our homeland.”
In your interviews, one word stands out whenever you talk about how Replek operates – transparency. What exactly do you mean by this, and what are the benefits?
“You have noticed that very well. For us, transparency means having nothing to hide, being honest about your intentions and not being ashamed of the work we have done. We are honest and committed to the common good, which is why we want to share this with the wider public – with all stakeholders, institutions, the media, our partners, employees and shareholders. That is precisely the essence of corporate business. Trust is not earned overnight or without reason; we have to earn it and live up to it by being open, honest and acting in good faith.
How would you define a typical Macedonian businessman?
“I do not believe there is a single type of Macedonian businessman. There are all kinds of examples, both good and bad. What matters to me is what motivates someone to run a business and what goals they have – what their intentions are and what they aim to achieve through their work. Does their business make a difference and bring about change in the environment in which they operate? What kind of example do they set for their employees and partners? What kind of mark will they leave behind?
After you took office, Replek also underwent a rebranding – both the logo and the slogan were changed. You did this rather quietly, without much fanfare or advance announcements. Why did you opt for this approach?
“Times are constantly changing, and so are trends and habits. Replek’s new logo, brand and slogan reflect positive changes, new energy and the company’s new spirit. That is why we decided to demonstrate this visually as well. However, it is more important to emphasise that you can change everything – the logo, the brand, the slogan – but if you do not change the substance and essence of the way you operate, then you have not actually changed anything.
That is why we opted for a quiet and gradual transformation, allowing our internal and external stakeholders to adapt to the change. Through the gradual improvement of our operations, performance and business results, as well as working conditions, we have demonstrated that Replek’s new era has arrived.
Does changing the slogan from “Your Health – Our Responsibility” to “My Wellbeing” mean that Replek will offer other products in the future that go beyond the pharmaceutical industry?
“I am genuinely pleased by this question. Exactly. Replek has a new strategy and a new concept. We have moved from treatment to prevention, and from patients to consumers. Our entire vision focuses on the wellbeing of our consumers, and we accompany them throughout their everyday lives – whether in their morning routines, at work, during sport, or in their free time, in nature or while travelling.
Our story encompasses health, beauty, longevity, vitality, peace of mind, activity… It encompasses all age groups, from the youngest to the oldest. Replek is with you throughout the day.
Which product will you focus on in the future, or which product line will you prioritise for growth and development?
“As I mentioned in my answer to the previous question, we are focused on several target groups, and accordingly we have several product segments across our prescription medicines, over-the-counter medicines, dietary supplements, cannabis cosmetics and cannabis oil lines.
Each line has one or two recognisable brands, with some of the most popular being Ventor, Neuro-Vit, Parafen, Adolor, Aktifen, Oralsept, Forvita, Kanabo and Kanoil.
Based on our analysis of your job advertisements on the vrabotuvanje.com website – including visits, applications and interest – you are regarded as an employer of choice. What makes Replek an attractive employer in the labour market?
“We are very pleased that this is the case. This trend and Replek’s recognition in the labour market make us very happy. Alongside valuing the experience and maturity of our long-serving employees, we are also focusing on the needs of younger people.
Trends are changing, and so are we. We keep up with them and, where possible, anticipate them. We understand, respect and agree that young professionals want freedom, independence, opportunities, creativity, initiative, informality and uniqueness. We therefore strive to provide these things in order to bring out the best in them.
The latest statistics show that you have around 400 employees. What is the strategy for increasing the number of employees, manufacturing facilities, export markets, etc.?
“Of course, we are in a constant cycle of investment, growth and expansion, with new jobs continually being created and a need people who perform well, are highly motivated, have great ambition and bring an original approach.
However, I want to emphasise that the number of employees is not as important as their quality and qualifications. That is why we are focused exclusively on quality rather than quantity.
When we hear talk of an “economic crisis” from all sides, every manager faces the need to respond, plan and develop a strategy. Cut costs or invest? What is Replek’s strategy?
“Replek’s strategy is not to wait for crises and then change. We constantly reassess and test ourselves, anticipate and prevent possible shocks and shifts in our operations. There have been crises, there are crises and there will always be crises. Our approach is to anticipate them and minimise or eliminate the damage they may cause.
We do not become complacent because of the successes we have achieved. We run the company prudently, with great care, without compromising development, investment and growth. We are ambitious, but cautious.”
In Brief:
If you had to represent Replek as a car brand, which one would it be?
-Jaguar – elegant and timeless. Modern, yet classic at the same time.
If Replek were an animal, what would it be?
-An orangutan – the smartest animal in the world.
If Replek were a person, what age would it be?
-A rebel.
If you had to represent Replek in one colour, what would it be?
-A shade of cyan – our signature colour.
Describe Replek in one word.
-Zeitgeist – the spirit of the times.
The interview was published on vrabotuvanje.com.mk