For a successful business, it is important to have a well-developed strategy that will guide the organization towards long-term goals. Creators of business strategies are managers of higher levels. Their task is to analyze and observe in detail the external and internal factors of the company and in accordance with them to formulate a strategy that will strive to achieve the set mission, vision and goals of the company. Strategy implementation is one of the stages of strategic management, which is extremely complex and risky because it turns the previous stages into actions. In the theoretical part of the paper, the implementation phase is described and the obstacles that the organization encounters during the mentioned phase and the implementation instruments are listed. The paper also contains a theoretical framework related to green business strategies, which describes what they are, why they are important, how they influence the creation of competitive advantage, and what policies and measures they include. The empirical part of the work is based on the conducted survey and examines how many Croatian companies include green business strategies in their operations, what challenges they face, what encourages them to implement, and what limits them. The results of the research indicate that majority of companies try to reduce the negative environmental impact in some way. The biggest incentive in carrying out the green transformation is their internal motivation and the creation of a better image of the company in the public, and the biggest limitation is the additional administrative burden. The biggest obstacle for companies that do not include a green strategy in their operations is the additional workload, and what could encourage them to implement it is a reduction in state taxes and state financial and technical assistance through various programs.