The paper analyses the attitudes towards digital enterprises and digital transformation in Croatia. The research was conducted in two steps by using semi-structured interviews (N = 17) and focus group (N = 17) qualitative methods. All the research participants had agreed to the recording of the interviews and the focus group. The recorded material was literally transcribed. The discursive analysis of transcripts showed that research participants connected digitalization with modernization and the creation of real, digitally born enterprises. Research participants suggested that the process of digital transformation was perceived as irreversible evolutionary change and that Croatia was lagging behind within the EU and globally. Research participants suggested that Croatia needed a strategic turnaround and the main barriers for this strategic change were embedded in the political and public sectors.