Nordic Countries 2023 by CorD Magazine

NORDIC 2023

Regional Role Model SPECIAL EDITION

NORDIC 2023

Countries of Wellness The World Happiness Report was first published in 2022 and the Nordic countries have featured heavily in the top 10 every year since.According to the United Nations, happiness is about wellbeing: income (GDP per capita), social support, healthy life expectancy, freedom, generosity and the absence of corruption.

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Contents 06 C OMMENT

Green Synergy

08 H .E. Annika Ben David

Ambassador of Sweden to Serbia

For a Green and Prosperous EU Future

12 H.E. Mr. Niklas Lindqvist

Ambassador of Finland to Serbia

Cultivating Green Tech Alliances

10 H .E. Kristin Melsom Ambassador of Norway to Serbia

Fostering Deeper Ties

14 H.E. Susanne Shine Ambassador of Denmark to Serbia

Learning From Example

16 Pavel Erankevich Managing Director, Carlsberg Serbia Group

Providing Both - Great Products and Great Experiences

EDITOR IN CHIEF Neda Lukić n.lukic@aim.rs DESIGN Slađan Radosavljević Zoran Perović design@aim.rs PHOTOS Zoran Petrović COPY EDITOR Mark Pullen

PROJECT MANAGERS Biljana Dević b.devic@aim.rs Mihailo Čučković m.cuckovic@aim.rs Nataša Novković n.novkovic@aim.rs OFFICE MANAGER Svetlana Petrović s.petrovic@aim.rs FINANCE Dragana Skrobonja finance@aim.rs

EXECUTIVE DIRECTOR Maja Vidaković m.vidakovic@aim.rs DIRECTOR Ana Novčić a.novcic@cordmagazine.com PUBLISHER Ivan Novčić i.novcic@aim.rs

PRINTING Rotografika d.o.o. Segedinski put 72, Subotica NORDIC 2023 Published by: alliance international media Prote Mateje 52, 11111 Belgrade 17, PAK 125806, Serbia Phone: +(381 11) 2450 508

E-mail: office@aim.rs; office@cordmagazine.com www.aim.rs; www.cordmagazine.com ISSN: 2560-4465 All rights reserved alliance international media 2023 The views expressed in this publication are those of the presenter; they do not necessary reflect the view of publications published by alliance international media THIS PUBLICATION IS FREE OF CHARGE

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Nordic 2023 25 Nenad Andrejić

General Manager of Analysis d.o.o. (Ltd.) – laboratory equipment

Reliable Pillar of Support for Every Laboratory

26 I vana Đoković

Business Unit Manager at Lindström

Textile Services of the Future

27 N enad Tomašević Sales Manager at Lindström Srbija

Mat Services Work Wonders With Your Workplace!

27 V iktor Kurtevski

Sales Manager for SEE countries Key Accounts at Lindström Group

You Only Pay for What You Use

28 V ladimir Milanović Director at Masdar Taaleri Generation

Čibuk 1 has Changed Everything

30 I va Petrović

Executive Director of the Nordic Business Alliance (NBA)

Working Towards a More Sustainable Future

18 Bojana Milašinović Managing Director, TOMRA Collection Serbia

Packaging is a Precious Resource

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22 Jelena Belokapić Čavkunović

Vice President, Medicon

Three Decades at the Top

24 Jacob Folmand

Vice President and Managing Director of the Better Collective branches in Serbia and Portugal

Serbia Offers Talent and Dedication

32 F EATURE

Habits For a Healthier Life

COMMENT

Green Synergy The partnership between Nordic countries and their Serbian counterparts has the potential to bridge knowledge gaps, accelerate economic growth, and contribute to a sustainable future for the region

ordic cooperation has been a remarkable success story, fostering collaboration and unity among countries with shared values, strong welfare systems and an unwavering commitment to sustainability. This collaborative approach has resulted not only in economic prosperity, but has also set an example for the world in terms of so-

Serbia can benefit from the Nordic countries’ experiences in sustainable practices, which are crucial in today’s global context cial welfare, gender equality and environmental sustainability. The achievements of Nordic cooperation can be seen in these countries’ high living standards, quality healthcare, strong education systems and innovative solutions to global challenges. It serves as a testament to what nations can achieve when they work together for the common good. 06

The potential for transfers of knowledge and scientific and business cooperation between the Nordic countries, the Nordic Business Alliance and their Serbian counterparts is both promising and mutually beneficial. The Nordic countries have long been at the forefront of innovation, sustainable development and cutting-edge technologies. Their commitment to research, education and environmental sustainability has made them global leaders in various fields. Serbia, on the other hand, possesses a highly skilled and educated workforce, a strategic geographical location and a burgeoning business environment. The collaboration between them can yield several advantages in terms of knowledge exchange, research collaboration, business partnerships, education and training, and environmental sustainability. The Nordic countries have for years been sharing with Serbian partners their expertise in areas like clean energy, environmental protection and advanced technology. This knowledge transfer has served to catalyse innovation and economic development in Serbia. The promise of joint research projects between Nordic and Serbian institutions is today prominent and may lead to breakthroughs in various fields, from healthcare and biotechnology to sustainable agriculture and renewable energy. The involvement of AstraZeneca in the BIO4 campus is just one example of this that’s worth mentioning. It is very reassuring that businesses from Finland, Norway, Sweden and Denmark are either actively exploring opportunities for joint ventures, investment and trade or are already present in these fields in Serbia. The Nordic Business Alliance has played, and continues to play, a pivotal role in connecting Serbian and Nordic companies. Among the areas in which more effort is required are exchange programmes and educational partnerships through which the Serbian dual education system, as well as companies, may learn from Nordic examples. NORDIC 2023

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INTERVIEW | H.E. ANNIKA BEN DAVID, AMBASSADOR OF SWEDEN TO SERBIA

For a Green and Prosperous EU Future Our strategic goal is to assist Serbia in fulfilling EU membership standards and advocate for EU enlargement, as we believe that the EU can provide a brighter future for Serbian citizens in terms of freedom, security and economic prosperity

e know that climate change can feel overwhelming and that it can be tempting to avoid addressing it, but the immense shift to reduce carbon dioxide (CO2) emissions and mitigate the looming climate crisis requires everyone’s attention, says Swedish Ambassador to Serbia H.E. Annika Ben David. Sweden was the world’s first country to pass a law on environmental protection, way back in 1967, and the country has remained at the forefront of the green transition ever since. “Sweden plans to be carbon neutral by 2045. Through a broad commitment — from government officials, major companies and Swedish citizens — we’re developing a wide range of solutions. From renewable energy to sustainable industries, we’re creating hope for the future. We know that we can pioneer the possible and put all the pieces of the green transition together,” says Ambassador Ben David.

Sweden has been a strong development cooperation partner to Serbia for over two decades. — “In the field of the environment, we are Serbia’s top bilateral donor. Together with the Serbian Government and the EU, as well as other development partners, we are engaged in the EU Green Agenda in Serbia,” says our interlocutor, adding: “among other things, we have created a platform for investments. Ever-more Serbian municipalities and companies have opportunities to lead by example through green investments. Over recent years, Serbia has started reforming environmental legislation and, in so doing, also establishing a framework for sustainable development. We have been happy to support this process.” To what extent have Swedish companies in Serbia contributed to the green transition and more 08

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sustainable approaches to energy production and consumption? — Sweden is a strong actor in the global struggle to tackle the challenges posed by environmental degradation and climate change. It should thus come as no surprise that Swedish companies lead by example in their commitment to sustainable operations, environmental safeguards, transparency, accountability and citizen engagement. Swedish companies are generally keen for their efforts to have a positive impact on society, the environment and the economy, by providing solutions and products that protect both people and business processes. Sweden and Serbia have strong and lasting cooperation on the environment, energy efficiency and the Green Agenda. A great number of Swedish businesses that maintain a presence in Serbia are in a position to demonstrate core values as part of their business culture, such as sustainability, innovation, clean energy, competitiveness and green transition. Considering your advancements in biotechnology, how do you envisage the role of the BIO4 Campus in terms of deepening our economic and scientific relations? — Sweden is one of the world’s most prominent research and development nations. Our unique digital technology capabilities, high innovation capacity, world-leading universities and public-private collaborations combine to create an unrivalled environment for expansive innovation in the life sciences and biotechnology. Sweden inspires, supports and accelerates the ambitions of Swedish life sciences companies to step up and make an impact on the global stage. That’s why we welcome Serbia’s plans to develop the BIO4 campus project, which will bring Serbian academia and companies operating in this area under one roof. A concrete example of future Swedish-Serbian cooperation is a recent visit by high-ranking AstraZeneca officials, who signed a Memorandum of Understanding with the Serbian Prime Minister with regard to the BIO4 campus project. We are hopeful that other Swedish companies in this area will develop similar partnerships as the BIO4 campus project develops further. What are your strategic goals in supporting Serbia’s EU accession process, in light of the cordmagazine.com

LEADERSHIP Sweden is a strong actor in the global struggle to tackle the challenges posed by environmental degradation and climate change

TRAILBLAZERS Many Swedish businesses in Serbia can showcase core values in their business culture, including sustainability, innovation, clean energy, competitiveness and the green transition

PRINCIPLES The enlargement process, in our view, must remain meritocratic, but new ideas are emerging on how to gradually integrate candidate countries into the EU

renewed enthusiasm for enlargement of the Union? — Our strategic goal remains the same: to help Serbia achieve the standards required for EU membership and to push for EU enlargement. Prime Minister Ulf Kristersson stated recently that EU enlargement will be Sweden’s number one foreign policy priority in the coming years. Of course, this raises a number of questions and challenges. How do we prepare for an EU with many more member states? There is a lot of consideration going on right now, in EU capitals and in Brussels, about what enlargement could mean for the EU and for candidate countries. We have been, and remain, staunch supporters of Serbia and the region’s EU membership, and we are one of the few countries that also provides direct bilateral support to this end. The difference now is that there are three new countries that want to join the EU, and that the EU faces a new geopolitical context. The main reason, of course, is Russia’s war of aggression against Ukraine, which threatens us all. The enlargement process, in our view, must remain meritocratic, but new thoughts are emerging as to how to gradually integrate candidate countries into the EU. Our commitment to enlargement remains firm, and we expect and urge candidate countries to seize the opportunity that has presented itself. Before assuming your role in Serbia, you served as the Ambassador at Large for Human Rights, Democracy and the Rule of Law – all topics that have always been particularly pertinent in Serbia and the region. What is the current status of these issues? — Human rights, democracy and the rule of law are cornerstones of Swedish foreign policy and have been for decades. We firmly believe in a rules-based international order and multilateral cooperation, not a world where the mighty rule by sheer force. These fundamental Swedish and EU values are now threatened by Russia’s full-scale invasion of Ukraine. It is essential for us, for our freedom and security, that Ukraine wins the war. These fundamentals are also sine qua non for EU accession. We believe strongly that the EU can offer a better agenda for the future of the citizens of Serbia, in terms of freedom, security and economic prosperity. The EU is today already Serbia’s biggest investor, trading partner and donor. 09

INTERVIEW | H.E. KRISTIN MELSOM, AMBASSADOR OF NORWAY TO SERBIA

Fostering Deeper Ties The longstanding positive bilateral ties between Norway and Serbia provide a strong foundation for further growth, and my aim is to build upon the exemplary efforts of my predecessors to further enhance and deepen our relationship

aving previously served as the Director for Southeast Europe at the Norwegian Ministry of Foreign Affairs, Her Excellency Kristin Melsom, the newly appointed ambassador of Norway to Serbia, brings a wealth of knowledge about our region. We utilised this interview to discuss her aspirations and objectives in her new ambassadorial role.

How do you perceive the chances of Western Balkan countries accelerating their EU accession process? — I am so happy to be Norway’s new ambassador to Serbia and delighted to finally be here and to embark on this very important journey. As I am already familiar with the region, after four years as director for Southeast Europe at my MFA, I now look forward to further exploring Serbia and the rest of this beautiful and very interesting region.

Our commitment is to support and play a role in the transformation of the energy sector, recognising that our contributions can have far-reaching societal impact Norway, as you know, is not a member of the European Union. However, as a member of the EEA (European Economic Area), we are part of the European internal market. As we like to say, we are fully integrated into the EU, we just aren’t members. Even though we are not a member of the EU, Norway has been deeply engaged in the Western Balkans for decades and we have supported all the countries in their Euro-Atlantic aspirations. Developments in each of the Western Balkan countries are important for European security and stability, and we remain committed to continuing our support for the countries’ acces10

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sion processes. Serbia is at a particularly important juncture in this process, which is why we have exerted a lot of energy in supporting institutional development, internal reforms and the preparation of Serbia for EU membership. Since the Thessaloniki summit of 2003, it has been clear that the WB6 countries have an open door to join the EU. Although this process is now taking a rather long time, I notice that continuous discussions about the enlargement process are underway within the EU. I believe that the latest change in the negotiation methodology is proof that the EU is committed to maintaining a strong opportunity for WB6 to speed up this process. As my EU colleagues often like to say, it is not a question of whether the WB6 will be part of the EU, but a question of when and how to achieve that goal most effectively. However, we must remember that these countries are at different stages of the process and that progress is based on consistent and measurable efforts by each country. As you know, EU accession is a two-way street, and it is up to each country to fulfil the accession criteria. When it comes to political, economic and defence issues, what would be your order of priorities in nurturing bilateral relations between our two countries? — All these issues are important and are very much interlinked nowadays. I would therefore like to see them in connection with each other and not to rank them in terms of priority. My plan is to combine these issues in addition to focusing on issues that are important for both our countries, including the promotion of Norwegian interests, assisting in cultural exchanges and strengthening business relations. Bilateral relations between Norway and Serbia are good and have been for decades. That is an excellent foundation to build on. I want to build on the excellent work of my predecessors and continue exploring ways to strengthen our relations even more. Serbia is the most important country in the region and is key to regional prosperity and stability. Developments in Serbia and across the whole region will have an impact on Europe, including the situation in Norway, and we will monitor the political situation with great interest. We might be far away in terms of distance, but the war in Ukraine has demonstrated for us how closely interlinked we all are. Serbian cooperation with Norway, as well as other Nordic countries, appears to be a success cordmagazine.com

GOALS My plan is to focus on issues that are important for both our countries, including the promotion of Norwegian interests, assisting in cultural exchanges and strengthening business relations RENEWABLES I believe that Norwegian private investors are looking with great interest at renewable energy projects in Serbia and around the region MEDIA I aim to support independent media while maintaining a strong partnership with the Serbian authorities, the OSCE and civil society in efforts to reform media laws

story. What major recent breakthroughs would you highlight? — Cooperation in the area of energy transformation is one of the success stories of our bilateral contact and cooperation. Norway has expertise in these fields, and we are happy to share our experiences in transforming state-owned companies to public-private companies. Green transition is another area where all the Nordic countries have expertise and would be happy to explore ways of cooperating more closely. I believe that Norwegian private investors are looking with great interest at renewable energy projects in Serbia and the region. Alignment with EU standards and policy, as well as a stable market and adequate regulatory frameworks, are key prerequisites. Another area where we have been assisting recently is on mental health in the wake of the terrible mass shooting that hit Serbia in May. We quickly identified experts who could come to Serbia and share their expertise on the basis of Norway’s national trauma of 2011, when so many young people were shot at the Labour Party youth camp on the Norwegian island of Utøya. Norway has provided development aid to the Westen Balkan countries over the course of decades. We are among others in supporting civil society and financing advisors assisting in Serbia’s EU accession process. Norway is also the largest bilateral donor to the Western Balkans Investment Framework (WBIF). The economy, energy and education appear to have been in the focus of your recent conversations with your Serbian colleagues. What are your priorities in these sectors? — We will continue assisting and contributing to the transformation of the energy sector. If we can contribute to important changes, this will have an impact on the society as a whole. The goal must be to contribute to closer regional cooperation – this would really be the key to regional stability. Regional security and stability will be crucial growth components. The implementation of EU regulations and closing negotiation chapters as part of the accession process will be important for reducing corruption and improving the rule of law. I would also like to support independent media and continue the close cooperation with the Serbian authorities, the OSCE and civil society regarding the reform of media laws. In my conversations with my Serbian counterparts, I emphasise the need for predictability, transparency and accountability in order to increase economic prosperity. 11

INTERVIEW | H.E. MR. NIKLAS LINDQVIST, AMBASSADOR OF FINLAND TO SERBIA

Cultivating Green Tech Alliances Finland and Serbia: Strengthening Diplomatic Bonds while Pioneering Green Technologies

n the intricate world of diplomacy and innovation, the alliance between Finland and Serbia stands as a testament to the power of collaboration. Beyond the well-established bilateral relations, these nations are poised to deepen their connection, particularly in cutting-edge green technologies, renewable energy, and emerging innovations. In our exclusive interview with H.E. Mr. Niklas Lindqvist, the esteemed Ambassador of Finland to Serbia, we delve into Finland’s pivotal role in assisting Serbia’s journey towards European integration. Ambassador Lindqvist shares valuable in-

sights into practical strategies to enhance Serbia’s EU readiness, a journey that includes harnessing EU funding mechanisms like Twinning and TAIEX. But this partnership isn’t confined to the realms of diplomacy alone. Education and innovation are the keystones of Finnish society’s remarkable achievements, and Serbia now finds itself at the threshold of a transformative collaboration. Moreover, Finland is ready to impart knowledge and experiences across vital domains such as the rule of law, gender equality, digitalisation, circular economy practices, and eco-friendly solutions. NORDIC 2023

Join us in this conversation as we navigate the landscape of diplomacy, innovation, and sustainability, exploring the promising future that lies ahead for Finland and Serbia. As an expert in matters related to Russia and the surrounding region, how do you view the current positions of Serbia and the Western Balkans as they strive for EU accession? — Finland supports EU enlargement and is committed to advancing merit-based enlargement in the Western Balkans. The Western Balkan countries have varying levels of preparedness regarding EU accession, but many of the challenges are similar. Serbia has made important steps on its European path, particularly in the economic sector. We are ready to help with further improving the rule of law, media freedom and tackling corruption. Rule of law is one of the fundamental pillars of the European success story. Democratic, well-functioning institutions, equality, respect for human rights, and an independent judiciary are cornerstones of the society that allow citizens to enjoy peace, prosperity, and equal rights. Moreover, good neighbourly relations based on respect, trust, and equal opportunities need to be a priority. Bilateral disputes have to be resolved, and relations normalised in order to make EU membership a reality. There is now political momentum within the EU for enlargement, which is a result of Russia’s illegal invasion of Ukraine. Western Balkan countries should make use of this momentum. What role do you believe Finland and the Nordic countries play in supporting the EU accession process? — Nordic cooperation is a prime example of prosperous regional cooperation. Sharing our experiences can be useful, and different elements can be replicated. Especially challenges related to the protection of minority rights and enhanced democratic values are something about which we can share our experiences. Finland is promoting digital solutions and a circular economy model. It is essential to create economic growth in an environmentally friendly fashion, with environmental reforms, cleaner air, advanced water and waste management. We have joined forces with other Nordic colleagues, as well as the Nordic Business Alliance, in promoting these fields and sharing best practices. We will continue to do so in the future. Our next plan is to showcase Nordic experiences in the field of smart cities and intensify cooperation with local stakeholders in this sector. The concept is about addressing urban challenges, building a more sustainable society, and procordmagazine.com

viding a higher standard of living for people without burdening the environment. We can share numerous positive Nordic examples in this field.

COOPERATION Serbia and Finland have extensive economic cooperation with room for improvement, particularly in the advancement of green technologies, renewable energy, and emerging tech MOMENTUM Supporting Serbia on its European integration path is very important to us, and we are ready to find tangible ways to strengthen Serbia’s readiness to become a member of the European Union CONNECTIONS Trade between Finland and Serbia is growing positively, with potential for more expansion in the region through awareness efforts and fostering connections among people and businesses

Could you elaborate on the promising trade opportunities that Finnish companies can explore in Serbia and the South East Europe region? — There has been a positive trend in trade between Finland and Serbia in recent years. There is potential for even more growth both with Serbia and with the whole region. We are trying to raise awareness among Finnish companies about opportunities in Serbia and South East Europe. At the same time, we are bringing Finland closer to the minds and hearts of local people. Creating contacts among people and businesses is of crucial importance. Serbia is slowly turning towards more value-added and sustainable investments. These require advanced technologies and environmentally friendly solutions. The manufacturing industry has started to green their businesses and make their industrial processes more efficient and sustainable. This is necessary to stay competitive in European and global markets. Finnish partners can support Serbian businesses and the Serbian economy as a whole in this green transition. In Serbia, Finland is recognised as a frontrunner in smart solutions in transport and mobility, clean energy, improvement of air quality, waste management, circular economy, green industrial processes, high-tech mining equipment, as well as other smart and environmentally friendly solutions. These are all areas in which we are eager to cooperate. With the International Belgrade Book Fair behind us, which Finnish author would you recommend our readers delve into? — Books are a very important asset. They act as a bridge between generations, facilitating the transfer of cultural values and traditions. I am looking forward to the famous International Belgrade Book Fair, which is usually organised at the same time as the Helsinki Book Fair. Maybe we should think of some kind of cooperation here? Finnish people love to read. Literature is close to our hearts today, perhaps more than ever. Personally, I have several favourite Finnish authors. One of the most famous is Tove Jansson, the author and illustrator of the Moomin characters and books. The novels, short stories and comic strips contain deep illustrations of human character, and readers of all ages will enjoy them. Another is Kjell Westö, whose epic novels about people and lives in Helsinki during different times have earned him numerous awards. 13

INTERVIEW | H.E. SUSANNE SHINE, AMBASSADOR OF DENMARK TO SERBIA

Learning From Example Nordic cooperation, which is driven by shared values and encompasses various domains, strives to create the most integrated and sustainable region by 2030, which could serve as a model for successful collaboration between Serbia and other Western Balkan countries

e are currently facing significant security challenges and economic risks at the European and global scale. We thus decided to open our interview with Danish Ambassador to Serbia H.E. Susanne Shine by focusing on global challenges.

Given your expertise in both areas, what are your expectations when it comes to the evolution of these challenges in 2024; and how do you anticipate them impacting EU accession processes in both the European Union and the Western Balkans? — The lamentable challenges that plague us today will almost certainly persist into 2024 and continue to impact the security and economies of the EU, Serbia, and other countries. In response to conflicts, our countries can choose to help resist aggression and ease suffering. In choosing to do so, they can also choose to align with like-minded

Grundfos and various other Danish companies operating in Serbia serve as examples of how businesses that uphold rigorous environmental standards can thrive and achieve success both within Serbia and globally countries and form long-term partnerships that lead to stability and prosperity. In this regard, EU enlargement has gained new momentum. The EU is ready to welcome candidate countries that share EU values, such as the rule of law, human rights and media freedoms. EU enlargement presents a generational opportunity for Serbia. To help Serbia seize this opportunity, Denmark will continue to support Serbia’s efforts aimed at addressing requirements for EU membership. 14

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What lessons or experiences from Danish and Nordic alliances do you believe could provide valuable insights into ways of navigating the turbulent times we are currently facing? — Nordic cooperation is based on the Nordic peoples’ shared values, as well as shared cultural, economic and political ties. The principal forums of Nordic cooperation are the Nordic Council of Ministers and the Nordic Council, which have the goal of making the Nordic region the world’s most integrated and sustainable region by 2030. Our cooperation takes many forms. For example, we work together closely on defence and foreign policy, which has amplified our voice in international forums and boosted our ability to contribute to global security. Our cooperation on economic matters has led to the Common Nordic Labour Market, among many other successful outcomes, benefitting employees and employers alike and rendering our companies and countries more competitive globally. Working with like-minded partners through regional cooperation has made us stronger internally and more effective internationally. Our cooperation also makes us better prepared and more capable to manage the types of challenges that confront us today. Serbia and the other Western Balkan countries have the potential for similarly successful cooperation. Many initiatives have already been taken to start developing that cooperation. For instance, the Berlin Process, which was set up in 2014 as a platform to enhance high-level cooperation between the Western Balkan countries, has just agreed on a joint growth plan and committed to advancing regional economic integration through the Western Balkans Common Regional Market. I believe strongly that, through partnership and cooperation, Serbia and its Western Balkan partners will become securer and more prosperous, and will have a stronger, more influential voice in global affairs. They will also become better prepared and capable of navigating difficult times like those we currently face. At the outset of your residence in Serbia, you expressed your aim to attract additional Danish companies to the Serbian market, with a particular emphasis on the potential for relocating production operations from distant markets to Europe. How have these plans evolved? — As a small, open economy, Denmark has been a champion of free trade and Danish companies have benefited from the development of global supply chains, sometimes with production operations far from home. However, the Covid-19 pandemic showed that global supply chains can break cordmagazine.com

EU enlargement offers Serbia a generational opportunity, and Denmark remains committed to assisting Serbia in seizing this potential by meeting the necessary criteria for EU membership

OPPORTUNITY With its close proximity to the EU, expanding infrastructure and highly skilled workforce, Serbia is an attractive market for Danish companies PARTNERSHIPS I believe strongly that Serbia and its Western Balkan neighbours will enhance their security, prosperity and global influence by fostering partnerships and cooperation INTEREST A growing number of Danish companies have established offices or production facilities in Serbia in recent times, with around 30 such companies now operating in the country

down and that it matters where important goods are produced or assembled. With its close proximity to the EU, expanding infrastructure and highly skilled workforce, Serbia is an attractive market for Danish companies. Many Danish companies have recently opened offices or production facilities in Serbia. For example, Navi Partner in Belgrade and Better Collective in Niš are successful IT companies that employ a combined total of almost 400 highly skilled specialists; Kentaur in Vranje produces high-quality workwear and employs 80% of its staff from the Vranje area; Quickfire in Novi Sad manufactures a remarkable range of high-quality fire-starter products; and Grundfos in Inđija added around 17,000 new square metres to its existing facilities last year and now assembles its newest generation of pumps for the global market right here in Serbia. There are approximately 30 Danish companies present in Serbia today, contributing to both the Serbian and Danish economies. To what extent have Serbian companies embraced your initiatives to promote environmental sustainability in the country, and could you highlight the most successful instances of these efforts? — In general, my embassy colleagues and I have focused on encouraging and supporting Danish companies operating in Serbia in their efforts to exemplify the Danish philosophy of doing business in an environmentally sustainable and responsible manner. Grundfos, for example, which produces high-end, sustainability-enabling pumps, has earned Gold LEED certification, in recognition of the fact that its production plant in Inđija has been designed, built and maintained in a way that’s consistent with sustainable best practices. Grundfos’s state-of-the-art plant features solar panels, a rainwater harvesting system, cooling and heating through a geothermal closed loop and a wastewater treatment facility. Grundfos and other Danish companies operating here in Serbia demonstrate that companies with high environmental standards can prosper and succeed in Serbia and internationally. 15

BUSINESS | PAVEL ERANKEVICH MANAGING DIRECTOR, CARLSBERG SERBIA GROUP

Providing Both - Great Products and Great Experiences Over the past two decades of operations on the Serbian market, Carlsberg Serbia has become known for introducing new trends and constantly offering consumers opportunities to try different beer and cider flavours, but also for its significant investments in sustainability, diversity and inclusion

espite negative impacts and unfavourable factors, the Čelarevo brewery has managed to maintain and strengthen its position within the industry, and today there is a sense of pride over all the exceptional efforts of the team in achieving excellent results.

We were present at numerous events in the country, where we aimed to provide consumers with not just products, but also great experiences We are approaching the end of the calendar year and the time has come to assess the results. Are you satisfied with your business performance and the overall picture of the brewing industry in Serbia? Have there been many challenges? — The brewing industry in Serbia, like most others, took a significant hit during the Covid-19 pandemic in 2020 and 2021. Last year saw a recovery, but it 16

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didn’t reach pre-pandemic levels. Unfortunately, due to a combination of factors, our industry has this year been experiencing a decline of around 6% compared to the first six months of the previous year. Various factors contributed to this trend, from macroeconomic conditions impacting input costs to unfavourable weather conditions at the start of the summer season. For Carlsberg Serbia, this year has been marked by numerous activities, including one beer and two cider innovations – Tuborg Ice, Somersby Passion Fruit & Orange, and Somersby Mandarin 0.0%. In addition to these innovations, we were present at numerous events across the country, where we aimed to provide consumers with not just great products, but also great experiences. Through constant point-of-sale activations, marketing support and a presence at locations where our products are consumed, we worked to overcome the challenges and, I believe, largely succeeded. It’s not quite the end of the year yet, but we are halfway through the last quarter, and at this point I can say that it has been a good year for Carlsberg Serbia. We’ve become accustomed to regular innovations from Carlsberg. How have consumers reacted to new flavours and products this year? How have they received Blanc, which was launched a few years ago? — It’s true that, over the past two decades on the Serbian market, Carlsberg Serbia has become known for introducing new trends and constantly offering opportunities for consumers to try different beer and cider flavours. This year one of our flagship brands, Tuborg, was refreshed with Tuborg Ice, enriching our range of summer flavours. Ice stands out with its light, less bitter taste that’s ideal for consuming with a hint of lemon. On the other hand, Somersby, the best-known and most popular cider brand on our market, introduced two new flavours, one alcoholic – Passion Fruit & Orange – and one non-alcoholic with a mandarin flavour. Somersby is becoming increasingly popular during cordmagazine.com

the summer season, and we’re extremely proud of its growth over the past ten years since we introduced it to the Serbian market. As for Blanc, I can modestly note that we’ve managed to hit the taste preferences of consumers who like a light, easy and refreshing taste. In this case, Blanc is a wheat beer with a citrusy note, and it is becoming ever more popular. Carlsberg is known for its significant investments in sustainability. What’s on your agenda in this regard? —At Carlsberg Group we follow our “Together Towards ZERO and Beyond” (TTZAB) programme, which includes ambitions and concrete targets addressing environmental, social and governance issues related to our business and society as a whole. As part of this pro-

We aim to make everyone feel welcome, and that’s why Diversity, Equity, and Inclusion (DE&I) are embedded in our SAIL 27 strategy gramme, Carlsberg markets worldwide are taking action and delivering results towards achieving our 2030 and 2040 milestones. At Carlsberg Serbia we’ve also been actively working on our ESG (Environmental, Social, and Governance) agenda. This includes numerous initiatives launched at our brewery to minimise our CO2 footprint, ongoing training in health and safety, and responsible drinking campaigns at our events to prevent irresponsible consumption. Diversity and Inclusion is a topic of great concern globally and in our society, and for responsible companies like yours. What is Carlsberg doing in this regard? — We believe that people can deliver their best work in a culture in which they

feel a sense of belonging, purpose, and being part of a team. As an international company operating on several continents, Carlsberg has a diverse community of colleagues, customers and consumers. On each of our markets, we foster a unique, purpose-driven culture focused on “brewing for a better today and tomorrow”. We aim to make everyone feel welcome, and that’s why Diversity, Equity, and Inclusion (DE&I) are embedded in our SAIL 27 strategy. We have many local initiatives to ensure that our culture truly comes to life in its entirety. Some of these initiatives include training for top management and team leaders to understand the origins of prejudice, stereotypes and discrimination. We also promote diversity through internal communication channels, maintain a zero-tolerance policy toward any form of discrimination, and conduct regular surveys to assess the implementation of DE&I principles within the organisation. DE&I isn’t a one-time campaign; it’s an ongoing effort to create an environment in which every team member feels comfortable contributing their best. It today seems challenging to attract and retain high-quality talent. How does Carlsberg tackle this challenge, and do you have a recipe for attracting Generation Z? — It’s a fact that each generation brings new specificities, not only in terms of their approach to work, but also in their interests, priorities and values. I believe that any company planning for long-term, sustainable development must adapt its offer to the expectations of today’s generations. This doesn’t mean changing one’s core values and culture, but rather presenting them in a way that resonates with the generations to come. Specifically, Generation Z seeks more than just financial compensation from their employers; they want a complete package, including a company culture and a commitment to environmental responsibility. I think this generation has, in some ways, pushed organisations to think more broadly and become more socially conscious. 17

INTERVIEW | BOJANA MILAŠINOVIĆ MANAGING DIRECTOR, TOMRA COLLECTION SERBIA

Packaging is a Precious Resource TOMRA Collection is a global technology company that today has over 82,000 installations of reverse vending machines for collecting empty drinks containers in more than 60 markets. A TOMRA Collection showroom opened in Belgrade recently and is a source of pride for the company

he common goal across the industry should be to remove waste from nature, which is one of the main motives for introducing the deposit system, as a proven method that enables the collection of more than 95% of packaging on the market,” explains TOMRA Collection Serbia Managing Director Bojana Milašinović.

tributors, but by entering the Serbian market directly, we wanted to bring our company’s 50 years of experience in technology and contribute to improving the sustainability of our country. Our reverse vending machines currently collect more than 45 billion used bottles and cans annually in a closed-loop recycling process, which enables these materials to be kept in circulation and prevents extracting unnecessary virgin materials from the earth. TOMRA Collection wants to support companies in Serbia to play their part in reducing the amount of discarded and littered bever-

Nordic companies can be high-quality employers, business partners and pillars of support to other companies in Serbia TOMRA Collection began operating in Serbia recently. What were the main motives for entering our market and what are your expectations? — Like many countries around the world, Serbia has a huge opportunity to reduce the amount of plastic on nature and increase beverage packaging collection and recycling rates. We previously had a presence in the market through dis18

age packaging, through its international experience and innovative technology. What are your main business activities here? What are you focused on currently? — We are happy to have an opportunity to support companies and partners in Serbia on their journey to becoming more sustainable and to achieve their

environmental objectives. We have a fully operational team working on projects and delivering customised technology solutions to our partners. We recently also opened a TOMRA Collection showroom in Belgrade! Several models of our reverse vending machines for collecting empty drinks containers are on display in the showroom, so it is an ideal place for anyone who is interested in tryingour innovative technology in person and learn more about deposit return systems. It is also a great opportunity for companies to learning about the benefits that the deposit system can bring to their business and ask any questions to our team. Have you so far participated in any pilot projects in Serbia and what are your experiences when it comes to cooperation with companies, the state and local governments? — It is very encouraging to see increasing numbers of pilot projects and initiatives for the recycling of beverage packaging nationwide, and we are delighted that our reverse vending machines are used in several of these. Such initiatives contribute to raising awareness among consumers that empty drinks containers are a precious resource and that they can be recycled multiple times when reNORDIC 2023

turned in the right way. This enables us to retain the materials in a continuous loop and prevent the unnecessary extraction of additional raw materials. We have excellent collaboration with many companies and institutions in Serbia and have implemented several projects to date. From cooperation with a large retail chain, a pilot project at the Raj Water Park in Vrnjačka Banja during the Summer, to a partnership with the Chamber of Commerce & Industry of Serbia, which has enabled its employees and visitors to handle packaging waste responsibly through the installation of a reverse vending machine on its premises. We also participated in the Circular Economy Festival in June of this year, which was a great event that engaged children in recycling. Looking ahead, we have more projects planned for the near future and we are looking forward to more people having the opportunity to try reverse vending machines. What do you consider as your greatest success in doing business in Serbia since entering our market? — The greatest success is undoubtedly the partnerships with our clients, which also serve as examples of good practice for the rest of the market. We have launched and participated in several projects since entering the market, which have enabled citizens to try reverse vending machines and have contributed to raising awareness that bever-

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age packaging is valuable and shouldn’t be considered waste. We have collected a large number of drinks containers for recycling during these projects; containers that might otherwise have been discarded in nature as litter. To work together with our partners and clients to raise awareness that packaging is a valuable resource is a great success for us. What are your future plans? Do you believe that the deposit return system will be fully functional in Serbia by 2025, as planned? — As consumers, we use nearly 1.4 trillion drinks bottles each year and far too many of them end up littered in nature and polluting our environment, so we still have a long road ahead of us – but we’re excited about the challenges that await us. In the 2022 survey of the Consumer Centre of Serbia (CEPS), we could see that 85% of consumers recognised deposit systems as a good way to encourage recycling. Speaking at the recent Ambipak conference, State Secretary Sandra Dokić of the Ministry of Environmental Protection announced plans to introduce a deposit system in Serbia in 2027, and to establish the legal framework to do so in 2024. This is now a major task for all of us, and a lot of work awaits us in preparing for that juncture. Pilot projects are among the best ways for us to learn together and to be ready for the start of the deposit system, while also collecting

packaging that will end up with recyclers and not littered in nature. This is why I call on all interested companies, regardless of their core business area, to contact us at post.serbia@tomra.com if they want to create joint pilot projects with us and find the optimal solution to improve the sustainability of their operations. How do you view the role and activity of Nordic companies in Serbia? — TOMRA Collection is a proud representative of the Norwegian business com-

TOMRA Collection’s reverse vending machines collect more than 45 billion used bottles and cans annually in a closedloop recycling process.

munity in Serbia, and I am glad to see the number of Nordic companies in our country slowly increasing. Our goal is to proliferate some elements of the Nordic business culture on the Serbian market, such as innovation, sustainability, transparency, social responsibility, equality and particularly care for the environment. I think Nordic companies can be high-quality employers, business partners and pillars of support to other companies in Serbia. That’s why it’s important for us to take advantage of opportunities to learn through collaboration and study visits, and for us all to ensure there is as much of this as possible. For instance, Norway is among the countries that have the most developed environmental awareness in the world, and I think it is important for us to strive to emulate such an example and contribute to the exchange of positive experiences, which is why TOMRA Collection will strive to share these kinds of examples, bring good practices that can be applied to the Serbian market and inspire positive change. post.serbia@tomra.com 19

Lofoten Islands Lofoten is an archipelago in Norway that’s known for its dramatic scenery, including peaks like the Svolvaergeita pinnacle jutting up into the sky. Himmeltindan Mountain occupies Vestvågøya Island. These islands are connected by bridges and crisscrossed by bicycle routes that pass through fishing villages like Henningsvaer, which has colourful buildings lining its waterways.

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BUSINESS | JELENA BELOKAPIĆ ČAVKUNOVIĆ VICE PRESIDENT, MEDICON

Three Decades at the Top Medicon was the first private company operating in the field of medicine in the former Yugoslavia, while today, 30 years later, it has become synonymous with the highest quality products, reliability of service and the support that it provides to partners and patients we have gained is a result of many years of cooperation, the highest quality products and the reliability of the services and support that we offer. Today, just as in our infancy, our focus remains directed towards areas of chronic and acute dialysis, including water treatment, as well as towards the area of transfusion. In this way we are able to direct all our financial resources, knowhow, development and expansion of our team, to these two areas of medicine and thereby maintain the highest level of our business operations.

his company developed in the dialysis field together with healthcare institutions from the very outset, particularly in supplying dialysis machines and providing for their maintenance and servicing. Similarly, in the field of transfusion, Medicon represents the highest quality products to ensure that patients receive safe blood and blood products.

You started working during years that were difficult for the development of business, but that did not stop you from achieving your objectives. How would you describe the journey that began back in 1992? — Developing the business during the ’90s was a major challenge that included lots of investment and sacrifice – not only financial, but also in terms of commitment in every sense of the word. The specificity of our country’s geopolitical and economic position created challenging conditions during those years, and particularly when it came to providing a high-quality level of available medical procedures for extremely vulnerable patients. We are extremely proud of the fact that, despite the circumstances, we created a company that still operates successfully in the domain of medicine and in the same field of indications from its beginnings, until today. We still face many obstacles on our development path today, and we really strive to make sure that the quality of the products and services that we offer represents the strongest tool for preserving and developing our business. 22

Our focus remains directed towards areas of chronic and acute dialysis, including water treatment, as well as towards the area of transfusion Unlike other companies that have branched out into multiple areas, you focus solely on dialysis and transfusion. Is this the best way to secure continued reliability, quality and trust, which are the most important elements? — The trust of our users and continuity in our work are our goals, and that is the only way we can offer a really high-quality and complete treatment to patients whose lives depend on these medical procedures. The well-deserved trust that

Do you believe that the development of technology and the latest scientific achievements will enable you to bring healing to patients, or at least a better quality of life, and better working conditions to healthcare workers? — The development of technology and scientific achievements contribute to the development of medicine, and all with the aim of securing a better quality of life for patients. This is one of the reasons why Medicon remains faithful to the companies it represents from day one, companies that have always been pioneers in coming up with solutions that are innovative and cutting-edge in terms of technology. These are companies that have spent decades investing in technology research and development and have the highest level of production quality control, but also control and monitoring of market placements and monitoring quality with end users on the basis of recommendations and in accordance with European and world standards. Of course, developing technology also creates better working conditions for healthcare workers, as well as significantly reducing the possibility of human error when using devices. NORDIC 2023

RARE DISEASES ARE NOT SO RARE In the world of rare diseases, where conditions affecting fewer than 1 in 2,000 people are widespread, there are over 7,000 distinct disorders. Despite their rarity, these diseases collectively impact more than 400 million individuals worldwide. The need for greater awareness is crucial because these conditions profoundly affect both patients and their families. Raising awareness is not just a gesture of compassion but is crucial to ensure timely and accurate diagnoses, as these diseases are often misunderstood. One example of such a rare disease is hypophosphatasia (HPP) - a condition frequently misdiagnosed, lacking proper care and treatment, emphasizing the pressing need for understanding this uncommon ailment. By recognizing its symptoms, we can bridge the gap between suffering and proper treatment, ensuring that no precious moment is lost in the battle against these rare challenges.

WHAT IS HYPOPHOSPHATASIA? Hypophosphatasia (HPP) is a rare, genetic (inherited), metabolic disease characterized by impaired mineralization (“calcification”), the process that hardens and strengthens bones and teeth.1,2 This can lead to poor growth and development, weakness and deformity of bones and other skeletal abnormalities, and premature loss of teeth with the root intact. As a result, the disease can have a debilitating impact, including loss of physical function.1,3 HPP is caused by a defect in the gene that is responsible for making an enzyme known as alkaline phosphatase (ALP),which is important for building healthy bones.1,4

HEALTHY BONE

When ALP functions normally, it allows calcium and phosphate to bind together to form healthy, strong bones.4,5

BONE IMPACTED BY HPP In people with HPP, ALP levels are low, which can prevent proper bone development and can cause calcium and phosphate to build up in other places throughout the body, damaging organs.3

The severity of HPP can be wide-ranging and may present in many different ways. HPP can

When signs and symptoms are present before 6 months of age, HPP is referred to as perinatal/infantile-onset and can be fatal.1

affect males and females of all ages.1

All patients, including those whose signs or symptoms are not recognized until childhood or adulthood, may experience significant disease burden that impacts their daily life, including the ability to perform daily tasks or walk.1

SIGNS AND SYMPTOMS MAY VARY AND CAN IMPACT MANY DIFFERENT PARTS OF THE BODY, INCLUDING: 1,2,6-9 Bones

(abnormally shaped head*, bone deformities, frequent fractures, persistent bone pain)

Muscles and joints (muscle weakness, fatigue, arthritis)

Ribs and lungs

(underdeveloped ribs and lungs*, severe breathing difficulties*)

Central nervous system

(Vision loss, seizures*)

Kidneys

(kidney stones, decreased kidney function)

Teeth

(early tooth loss with the root intact, gum disease)

New symptoms can appear at any age and worsen over time, causing significant disability or life-threatening complications *Symptoms normally seen in infants and/or young children

HOW IS HPP DIAGNOSED? Since HPP shares symptoms with other, more common diseases, it can be misdiagnosed, and diagnosis is often delayed.1, 10

Once a person shows signs and symptoms of HPP, a full clinical assessment and blood test for low ALP can help lead to a correct diagnosis. Genetic testing may also be helpful in confirming HPP.11

HPP is a lifelong disease, so an early diagnosis is critical to ensure appropriate disease management.11

Assesment of ALP levels and recognizing the correlation between consistently low ALP and symptoms of HPP can expedite diagnosis, ensuring timely treatment and improved patient outcomes. REFERENCES: 1. Rockman-Greenberg C. (2013). Hypophosphatasia. Pediatric endocrinology reviews: PER, 10 Suppl 2, 380–388., 2. FRASER D. (1957). Hypophosphatasia. The American journal of medicine, 22(5), 730–746., 3. Beck C, et al. (2009). Hypophosphatasia —recent advances in diagnosis and treatment. The Open Bone Journal; 1:8-15., 4. Whyte MP. (2008) Hypophosphatasia: nature’s window on alkaline phosphatase function in humans. Principles of Bone Biology,; 2008:1573-1598., 5. Whyte M. P. (2010). Physiological role of alkaline phosphatase explored in hypophosphatasia. Annals of the New York Academy of Sciences, 1192, 190–200., 6. Whyte MP, et al. (2019). Natural History of Perinatal and Infantile Hypophosphatasia: A Retrospective Study. The Journal of Pediatrics 209, 116–124.e4., 7. Weber TJ, et al. (2016). Burden of disease in adult patients with hypophosphatasia: Results from two patient-reported surveys. Metabolism: clinical and experimental, 65, (10), 1522–1530., 8. Beck C, et al. (2011). Whole-body MRI in the childhood form of hypophosphatasia. Rheumatology international, 31(10), 1315–1320., 9. Leung EC, et al. (2013). Outcome of perinatal hypophosphatasia in manitoba mennonites: a retrospective cohort analysis. JIMD reports, 11, 73–78., 10. Mohn A, et al. (2011). Hypophosphatasia in a child with widened anterior fontanelle: lessons learned from late diagnosis and incorrect treatment. Acta paediatrica (Oslo, Norway: 1992), 100(7), e43–e46.,11. Mornet, E., & Nunes, M. E. (2016). Hypophosphatasia. GeneReviews®. University of Washington, Seattle RS-4509

BUSINESS | JACOB FOLMAND VICE PRESIDENT AND MANAGING DIRECTOR OF THE BETTER COLLECTIVE BRANCHES IN SERBIA AND PORTUGAL

Serbia Offers Talent and Dedication

Jacob Folmand joined Better Collective in 2013 and has gone on to hold various leadership positions. Relocating to Niš, Serbia, in 2016, he started up what is today Better Collective’s largest office worldwide which we run academies lasting three to six months and focused on high value specialist competencies within tech. We have so far completed 11 academies, which has resulted in the hiring of 45 candidates in full time positions. The latest addition to our academy portfolio is the “Business Intelligence Academy”.

he Serbian office has now grown to become Better Collective’s largest office worldwide, with approximately 400 employees and more than 45 teams covering essential staff functions, including IT development, Group Finance, Legal, Design and Content Creation, and much more.

Who is Better Collective? — Better Collective is a digital sports media group operating a strong portfolio of national and global sports media brands. Incorporated in Denmark in 2004, Better Collective remains under the direct management of its founders, Jesper and Christian. Since our inception, we have experienced substantial growth, driven by successful acquisitions to realise our vision of becoming the leading digital sports media group. Headquartered in Copenhagen, Denmark, and listed on the Nasdaq in 2018, Better Collective operates globally with more than 24 offices around the world and a total of 1,200 employees. Our wide range of content engages an audience of more than 180 million loyal fans each month across our portfolio of national and international sports media brands, including Action Network, HLTV, Playmaker HQ, VegasInsider and FUTBIN... Why and how did Better Collective come up with the idea of expanding to Serbia? — Back in 2015, we started investigating opportunities to build a scalable BC setup outside Copenhagen. We ended up going for Serbia, though we initially couldn’t 24

Our growth in Serbia is continuous and I wouldn’t be surprised if we grow beyond 500 employees in 2024

How does the future look for BC in Serbia? — Across the Group, we are driven to continuously build and acquire strong national and global sports media brands with the aim of surpassing ESPN’s monthly audience of 700 million sports fans. Our growth in Serbia is continuous, and I would not be surprised if we grow beyond 500 employees in 2024. We are highly successful in recruiting as much as 80% of our staff needs in Serbia, and we have managed to create a scalable, efficient and very competent setup here.

have imagined or predicted that BC Serbia would grow into what it has become today. Serbia exceeded all our expectations. Early on in 2016, it became evident to me that Serbia is delivering highly educated, talented, dedicated and motivated people, and thus the business case is clear for an international company wanting to expand. Serbia has always been a priority for various significant CSR initiatives ranging from planting one tree per employee to donating to humanitarian courses etc. Not to forget the significant positive tax impact we created for Serbia. It was earlier this year that I received the best feedback from a local government official: “Better Collective has changed the entire IT ecosystem in Niš”. An initiative that I am particularly proud of is our “BC Academies”, in

Do you have any advice for companies that are considering establishing themselves in Serbia? — Absolutely! Serbia is a land of opportunities – there is so much talent and dedication here! As a potential foreign investor, you need to familiarise yourself with the culture, local law and regulations, as well as the geopolitical situation. My best advice would be to seek consultancy with other foreign companies or organisations from the same country as yourself, or from your neighbourhood, to learn about their experiences and advice. I would also recommend that you initially invest in a competent back-office and do the initial founding with either one of the “big 4” or a similar player that has a proven track record of working with multinational companies. NORDIC 2023

BUSINESS | NENAD ANDREJIĆ GENERAL MANAGER OF ANALYSIS D.O.O. (LTD.) – LABORATORY EQUIPMENT

Reliable Pillar of Support for Every Laboratory Analysis has been providing laboratories with instruments and reliable solutions since its establishment in 1996. The company’s sales programme includes equipment used in the pharmaceuticals, environmental protection, the food and beverage sector and other industries, but also in science, forensics and medicine with the aim of satisfying the demands of users and establishing lasting cooperation to our mutual satisfaction. Some of our partners include Thermo Fisher Scientific, one of the leading companies producing a wide range of analytical equipment, Swiss company Sotax, German companies Waldner and Retch, as well as American company Hach Lange. Our sales programme includes equipment used in the pharmaceuticals, environmental protection, the food and beverage sector and other industries, but also in science, forensics and medicine – whether that relates to testing, research, quality control or process monitoring.

nalysis operates on the territory of Serbia, Montenegro, Bosnia-Herzegovina, North Macedonia, Albania and Croatia, and since April 2021, after 25 years of operations, it now also has a subsidiary based in Ljubljana. It has thus created a new perspective for the further expansion of its operations and the advancement of the company.

What is the core area of your company’s business; what is encompassed by everything you do? —The core area of Analysis d.o.o. is wholesale, maintenance and service of analytical, process and general laboratory equipment, coupled with user training for successful and high-quality work using instruments. Users also have at their disposal application support, which encompasses consulting during the process of selecting the methodology and optimal device according to the user’s current needs, the development and implementation of analytical methods and their validation/verification. Moreover, we also provide equipment qualification and laboratory design services, while on the other hand our Analysis Laboratory for calibration and validation provides services of equipment calibration, validation and testing, with a wide array of accreditations. After 27 years of successful operations, we have channelled different knowhow and implemented optimal solutions for cordmagazine.com

Our company represents renowned manufacturers of laboratory equipment, with the aim of satisfying the demands of users and establishing lasting cooperation our users’ analytical needs. Our vision and goal is to become a strong and reliable pillar of support for every laboratory. You cooperate very successfully with the world’s leading manufacturers. With whom do you cooperate and in which areas is the equipment included in your rich sales programme applied? —Our company represents renowned manufacturers of laboratory equipment,

As of April 2021, you also have a subsidiary in Ljubljana. Did you thus create new prospects for further advancement? —By opening a subsidiary in Slovenia, Analysis Adria d.o.o., we fortified our long-standing operations in the region. Our colleagues on the ground and the great potential of the Slovenian market have opened the way to the further expansion of our business and the advancement of the company. You are also renowned for your very stringent policy on quality. Why is that so important to you? —By implementing a policy on quality, we provide our users with the best service, as well as ensuring their satisfaction, progress and lasting cooperation. Through the continuous specialised training for our personnel, they are also provided with access to the latest technological achievements and innovations. 25

INTERVIEW | IVANA ĐOKOVIĆ BUSINESS UNIT MANAGER AT LINDSTRÖM

Textile Services of the Future Lindström is a family-owned textile service company with business operations based on circular economy principles. The company was established 175 years ago in Helsinki, Finland, where the head office remains to this day. Lindström offers textile services to corporate customers from different industries in Europe and Asia — The only way to ensure satisfied customers is to have very satisfied employees. Our strategic goal is to have passionate and engaged employees that enjoy working for us and making Lindström a better company, and to be a preferred employer. With a long legacy as a family-owned company, we have placed a great emphasis on building the culture of caring and responsibility. We take care of employees’ wellbeing and safety and offer learning and development opportunities that help Lindströmers shine, create innovations and achieve our ambitious targets of becoming carbon-neutral. As an international, multicultural workplace, we seek to foster an environment that allows unique individuals to work together as equally valued contributors.

ur easy-to-use textile services are a cost-effective and environmentally-friendly way of taking care of a company’s textile needs. We strive to create value for our customers in everything we do, executed with an excellent customer experience,” explains a proud Ivana Đoković, Business Unit Manager at Lindström.

Lindström is a Finnish company that has brought more than 170 years of experience to the Serbian market. What comprises your portfolio? — We offer a wide variety of services ranging from workwear, mats, restaurant and hotel textiles to industrial wipers, cleanroom and washroom services. Our easyto-use textile services are a cost-effective and environmentally-friendly way of taking care of a company’s textile needs. We strive to create value for our customers in everything we do, executed with an excellent customer experience. At Lindström, we focus on making our customers’ lives easier by supporting them in shining and their businesses in growing. Our customers can focus on their core business while we take care of their textile needs with our easyto-use and sustainable services. In Serbia we offer workwear and mats services. Our comprehensive service includes textiles, their washing and maintenance, as well as recycling. Although our service offer varies from country to country, our conceptualised 26

We always strive to raise the bar by making our operations more sustainable to ensure the most environmentally friendly services for our customers operations ensure that we offer the same reliable and sustainable textile rental services to all our customers, while meeting the specific hygiene and safety requirements of different industries. Your customers rate their level of satisfaction at 9.19 of a possible 10. You are surely very proud of that...

At your company, sustainable development is reflected in daily life and everyday operations. How do you implement CSR activities at Lindström, which you constantly emphasise as being very important to you? — Sustainability is at the heart of who we are. All our decisions are guided by our purpose of caring for people and our planet by inspiring people to shine and businesses to grow in a sustainable way. We always strive to raise the bar by making our operations more sustainable to ensure the most environmentally friendly services for our customers, both now and in the future. We have a long history of reducing our emissions by increasing energy efficiency, optimising our customer deliveries and reducing textile overproduction. Committing to net-zero emissions was a natural next step on our NORDIC 2023

journey towards more sustainable services that support the common target of preserving a liveable planet for future generations.

The circular economy is woven into our business. That means 1. Designed for a long life. 2. Procured from trusted, longterm suppliers. 3. Washed and delivered

NENAD TOMAŠEVIĆ SALES MANAGER AT LINDSTRÖM SRBIJA

Mat Services Work Wonders With Your Workplace! With the Lindström Mat Service, the right mats in the right places keep dirt and dust away while ensuring clients’ floors remain beautifully clean. What’s more, Lindström is happy to help you find the best possible mat solution and frequency of replacement. This means that your building and its floors stay cleaner for longer. Additionally, our service reduces the costs of cleaning your premises. On average, 80% of the dirt found on premises is carried in through the front doors. Also, an average of 70% of the costs of cleaning premises is spent on floors. When installed correctly, Lindström Mat Services provide for significant savings on cleaning costs and also increase the comfort and attractiveness of your premises in various ways. Lindström’s service for renting and maintaining mats and rubber scrapers is an efficient and cost-effective solution. The main features of the service are cleanliness, comfort, safety and interior design – from the front door to the workplace. With a diverse service of renting and maintaining mats, service users leave a great impression on their customers at all times thanks to the impeccable appearance and cleanliness of their premises.

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with optimised resources. 4. Repaired and reused to lengthen lifecycles. 5. Recycled to create new. 6. Smooth operations guaranteed by happy employees.

VIKTOR KURTEVSKI S ALES MANAGER FOR SEE COUNTRIES KEY ACCOUNTS AT LINDSTRÖM GROUP

You Only Pay for What You Use Renting and maintaining workwear and uniforms, along with a wide range of products and a flexible, cost-effective service, enables staff to look good, feel comfortable and work more efficiently, but those aren’t the only benefits. Caring for workwear can also result in a surprising number of costs incurred by everything from washing and drying, to alterations, transportation, inventory management and, finally, disposal or recycling. In addition to clothing being taken care of for the entire lifecycle, renting also means that you don’t have to make unnecessary investments in properly storing workwear that isn’t currently in use – you only pay for what you use. Moreover, damaged garments are repaired, replaced or retired as required. When you use Lindström’s service, the company not only acquires the necessary workwear, but also washes, maintains, repairs, renews and even stores it on your behalf. Lindström delivers clean, well-kept clothing on a weekly basis, directly to every employee’s locker or another location specified by the client. This enables you to be stress free and to focus more on your actual work. Everyone wins.

INTERVIEW | VLADIMIR MILANOVIĆ DIRECTOR AT MASDAR TAALERI GENERATION

Čibuk 1 has Changed Everything Following the successful completion of the largest wind farm in Serbia, UAE-based Masdar and Finnish company Taaleri Energia founded the joint company Masdar Taaleri Generation (MTG) in order to develop renewable energy projects in Central and Southeast Europe

ere we discuss with MTG Director Vladimir Milanović plans for the company’s further development and the construction of additional capacities, two wind farms and one solar power plant, and the possibility of achieving half a gigawatt of installed power from renewable energy sources, as well as good examples that we can and should learn from.

The Čibuk 1 project to develop the largest wind farm in Serbia has contributed massively to the development of renewable energy sources in the country. Čibuk 1 has changed everything... — Čibuk 1 is the largest wind farm to be built in the country to date and represents Serbia’s largest power plant that’s powered by a renewable energy source, but we are also working massively on the construction of Čibuk 2 and expect to maintain our status as the largest investor in this field in Serbia thanks to this project. Many rules and regulations were created during the development of Čibuk 1 that formed the basis on which the country’s other wind farms were later developed, and in this sense we are truly proud to have been the first and to have broken the ice in the country. Čibuk 1, together with some other projects that Masdar and Taaleri have collaborated on around the world, was practically the initial catalyst to create a joint ven28

We are proud of the fact that we are the administrative centre for all projects in which these two companies invest everywhere from Poland to Greece, with the exception of Hungary ture in Serbia and for Masdar, a company that hails from the United Arab Emirates, and Finnish company Taaleri to create Masdar Taaleri Generation. The aim was to continue developing projects in both Serbia and Montenegro. We are proud of the fact that we are the administrative centre for all projects in which these two companies invest everywhere from Poland to Greece, with the exception of Hungary. Construction of Čibuk 2 is expected to be launched in January next year.

Could you tell us more about this project? — Čibuk 2 is an extension of Čibuk 1. Čibuk 1 has an installed capacity of 158 MW, while Čibuk 2 will have 150 MW, creating a combined total of 308 MW of installed power, but we don’t intend to stop there, as we are already planning a third Čibuk 3 project, which we call Cubic and which will have a capacity of approximately 100 MW of wind power. We don’t expect to start work on its construction prior to 2026. Those are three proNORDIC 2023

jects when it comes to wind, but we’ve also decided to develop a solar power plant. It is currently at roughly the same stage of development as Cubic, with the same capacity, but also the same development timeline. If we were to succeed in realising all these projects, we would have around half a GW of installed power sourced from Renewables. These projects are all located in the district of South Banat, in the municipality of Kovin, with which we have fantastic cooperation due to the fact that we really invest a lot in good relations with the local community. Do you think that, with additional government incentives, renewable energy sources could become competitive with conventional sources? — When it comes to incentives, we are more than satisfied. That is a textbook example of how to encourage new technology for it to become competitive with older technology that has been developed massively and was initially much more efficient. These auctions are actually less of an incentive for us as a producer, on the one hand, but they are a much better step for the state to take, as the costs are much less for the state that provides the incentive. The fact that the technology needs less of an incentive means that it is becoming more efficient and more market-oriented, which is also the end goal of all those incentives. The intention is for conventional technology and the technology used to generate electricity from renewables to one day become competitive, and then for some other parameters to form the basis on which we decide whether to build a solar power plant or a coal-fired thermal power plant. We shouldn’t overlook the fact that wind and solar aren’t constant sources of energy, as they are dependent on weather conditions, so no country can completely abandon conventional sources that provided for more stable production. What do you expect from future auctions? Does a need exist to further improve the auction system? — My expectations are that we soon won’t need auctions any longer, and that projects will compete on the market on cordmagazine.com

we will receive projects that can compete mutually.

the basis of which is more economically viable and those that are will be implemented. I hope those will be “green” projects, and not those based on old and dirty technologies. It is envisaged that auctions will be repeated for both wind and solar over the next two years, and I expect them to be equally successful. The auctions for wind power proved very successful, because there was competition among companies wanting to secure the government incentive. As a result of that competition, the prices offered were far below the maximum price. The state prescribed 105 euros per MWh, while the highest offer that received incentive measures amounted to 73.7 euros. Unfortunately, when it came to solar energy there weren’t enough mature projects and the prices reached were thus very close to the maximum prices set by the state. I therefore hope that the competition will remain the same at the wind level, and that competition will increase in the area of solar and that

The hyperproduction of projects and sheer volume of requests causes bottlenecks when it comes to approving connections to the system for solar and wind farms. How can that be resolved? — It has to date been relatively easy to request access to the grid, which has led to us having many requests, viewed in terms of gigawatts, to connect to a power grid that has limited capacities. The rules of Elektromreža Srbije [the national energy transmission system operator], i.e., the “first come, first served” principle, mean that if someone gains the right to a certain capacity prior to the appearance of another investor, the later arrival cannot access the grid and build until the first one has been built or until the investor relinquishes their claim. The problem is that if that developer isn’t in a position to develop the project or sell it later, that capacity will remain occupied. Given that a regulation was adopted in September that should govern this issue and eliminate the congestion that currently occurs when it comes to grid access, we sincerely hope that the next wave of projects that have a chance to be built and developed will be able to quickly access the power grid and that this will lead to an increase in the installed capacity of projects that run on renewables. Whose experiences could we turn to as positive examples when it comes to developing renewables? — The fact that Serbia is lagging behind developed countries in this field provides us with an opportunity to avoid mistakes made by others and utilise the best positive experiences. From our cooperation with colleagues from Finland, for example, we have gained insight into just how much more efficiently the entire industry works there than it does in our country. We should definitely look to them because that could make it easier for all of us here who deal with this work, but it would ultimately also be of great benefit to society if those positive practices were to be implemented here and if we could more quickly end up with constructed power plants. 29

INTERVIEW | IVA PETROVIĆ EXECUTIVE DIRECTOR OF THE NORDIC BUSINESS ALLIANCE (NBA)

Working Towards a More Sustainable Future In 2024, we’ll focus on the green agenda, healthcare, digitalisation and education. We’ll partner with embassies, Nordic experts and institutions to leverage their knowledge and experience

e spoke with Iva Petrović, Executive Director of the Nordic Business Alliance (NBA), about the key accomplishments and challenges that the NBA has achieved and encountered under her leadership, as well as her vision for the organisation’s future.

What are the key accomplishments made and challenges faced, and how have they impacted on your vision for the NBA’s future? —Since our inception we’ve aimed to be a productive, relevant platform that drives positive change in the business environment and society at large. Our initiatives change from year to year, based on changing priorities and the external context, but 30

our goal remains the same: promote unique Nordic values and business practices, while focusing on innovation, sustainability, transparency, the environment and responsible business. We measure our performance across three pillars – membership, visibility, and project impact – which contribute equally to our success and shape the vision for the organisation’s future. We have grown from 20 members to 50, across a wide range of industries, and across all four Nordic countries. I am proud to note that our members also include Serbian companies who have or would like to extend their business interest in the Nordics, which is a testament to the fact that the NBA is indeed connecting business communities and enabling NORDIC 2023

the transfer of knowledge and best practices between the countries. Through our close and dynamic collaboration with the four Nordic embassies – Denmark, Finland, Norway, and Sweden – we have become a Nordic knowledge hub in Serbia and the region, positioned as a credible partner not only to our members, but also to governments, international development organisations and other relevant stakeholders. As a result, our visibility and project impact have increased significantly. The Circular Economy and Nordic Green projects are great examples of that. We have witnessed the amplified impact of joint efforts and hope to continue with similar projects and joint initiatives in the future. Personally, I am grateful to have a remarkable group of individuals in our NBA Board of Governors, whose hard work, support, mentorship and continued dedication to this organisation have made this success possible – and they all certainly keep me inspired when challenges arise. It is sometimes difficult to convince Nordic investors to give Serbia a chance. On one hand, the usual suspects, such as the rule of law and corruption, are of course factors to consider before entering a new market. On the other, Serbia is still a very attractive country when it comes to human capital – smart, educated people with great language skills – which certainly, in my view, should be positioned as an asset. As we approach 2024, what strategic priorities and initiatives do you believe will be crucial for the Nordic Business Alliance in further promoting business ties and cooperation between Nordic countries and Serbia? — Our members are esteemed leaders in their industries, and synergistically, thorough our network, we aim to strengthen cooperation between Nordic countries and Serbia. To this end, our strategic priorities for 2024 will continue to focus on the green agenda, healthcare, digitalisation and education. We intend to leverage the knowledge within our organisation and partner on projects with embassies, Nordic experts and institutions able to contribute with their valuable knowledge and experience. We plan to kick off the year with Smart Cities in focus. We are already in talks with relevant partners and stakeholders, and our efforts have been fully endorsed by the Embassies. We are excited to embark on this journey together. Another important area where we plan to make a significant impact next year and beyond is healthcare. Nordic countries lead the way in Europe when it comes to screening programmes, early diagnosis and the implementation of AI solutions in healthcare. Enabling experience and knowledge sharcordmagazine.com

ing between Serbian and Nordic institutions will be one of our key priorities in 2024. Given Nordic businesses’ emphasis on sustainability and green initiatives, what opportunities do you see for Serbian professionals and organisations to learn and adopt valuable green skills and practices from your members? — “Greening the economy” is Serbia’s opportunity for growth. The EU and other export markets need green products. When viewed as a strategic growth opportunity, investment in the green economy comes with clear incentives and tangible financial benefits to make them worthwhile for the entire value chain, including the government. We see increased interest from Serbian companies in learning from Nordic green practices and replicating them where possible.

PERCEPTION Serbia faces challenges in attracting Nordic investors, due to concerns like the rule of law and corruption, but it boasts highly skilled and educated human capital as a compelling asset OPPORTUNITY Greening the economy in Serbia holds growth potential and financial incentives, with local businesses keen on adopting Nordic green practices COMMITMENT Amid challenges, our commitment to Serbia’s EU accession remains, as we believe in business as a catalyst for social change and prosperity

Could you elaborate on how Nordic value chains align with the UN’s Sustainable Development Goals (SDGs), and how the Nordic Business Alliance is working to promote and integrate these values into business practices in Serbia and the region? — The Sustainable Development Goals (SDSs) are the cornerstone of our organisation. Our impact over the past three years is centred solely on topics like the environment, the health and wellbeing of citizens, quality education, gender equality, affordable and clean energy, climate action and industry innovation and infrastructure. We will next year tackle sustainable cities and communities. We promote and integrate these values through joint projects and initiatives, as well as a wide array of activities, including conferences, roundtables and public diplomacy. Our members often serve as role models, and they continue to improve their business practices for even greater alignment with SDGs. In light of the changing global economic landscape, how does the Nordic Business Alliance plan to adapt and continue fostering economic growth and collaboration, not only between businesses, but also within the broader community? — The current political and economic landscape presents challenges to many countries, including Serbia, and that gloomy shadow is certainly here to stay in 2024. The only way forward for our association is to stay true to its core values. To this end, we will continue to support Serbia’s EU accession process in various capacities. I truly believe that business is a catalyst for social change. By learning and working together across our differences, we can make our small contribution to peace and prosperity. Now is the time to recommit to our mission with a sense of urgency and purpose. 31

FEATURE

Nordic Habits For A Healthier Life

NORDIC 2023

Getting outside to reconnect with nature is an important principle of life in Nordic Countries ccording to UN data, the average life expectancy for Nordic countries is: Sweden (83.3), Norway (82.9) Denmark (81.4) and Finland (82.5), all rank high. There are many reasons why the rest of the world falls short compared with northern Europe, not least the approach to healthcare and pensions. But could part of the puzzle lie in simple lifestyle habits? There is a few healthy habits from which all us could learn a thing or two.

cordmagazine.com

FRILUFTSLIV: THE JOY OF BEING OUTDOORS Friluftsliv is an amalgamation of the Norwegian words for fresh air and life or lifestyle. Scandinavians—especially Norwegians—are hikers. But the lifestyle isn’t anything to do with showing off the views from your hike on Instagram. It’s a term first coined by playwright Henrik Ibsen back in the 19th century and one that has stood the test of time. Adopting the habit for yourself doesn’t have to involve exhausting hiking trips or even leaving a city. It can be as simple as taking a stroll through your local park to reconnect with nature, but that of course means not staring a screen while you’re doing it.

THE SIMPLE DIET Many restaurants and dinner tables around the region prioritize fresh, local and seasonal ingredients wherever possible. Dishes often record a low ‘miles to plate’ number by combining the best of the fjords with the best of the mountains. Fish and seafood are common focal points, while mushrooms and berries are among the popular accompaniments. However, it should be noted that Nordic people love a burger, frozen pizza or a lazy takeout just as much as anyone. That being said, several studies have confirmed health benefits of the Nordic diet, so at least they’re being healthy some of the time.

NORDIC 2023

WORK TO LIVE, NOT LIVE TO WORK If you happen to find yourself in a Nordic office at 5pm, chances are you’ll be on your own. Working hours rarely extend beyond 7am-3pm or 8am-4pm, often finishing earlier on Fridays and/or shorter hours in the summer. In many companies, choosing to work late is rarely seen as a positive. Rather, bosses may think you have too much work to do and/or cannot manage your workload. On top of this, most people receive generous vacation entitlement. Five weeks paid leave is the norm in most of the region. Some companies have experimented with sixhour working days, while the concept of a four-day working week is occasionally floated. Of course, adopting this habit is more difficult than changing your diet or going for a walk, but there is still a lot to be said for leaving your office on time and reserving your evenings your family time over emails.

THE TRUE MEANING OF HYGGE Following the rabid commercialization of the term hygge in recent years, you could be forgiven for thinking that happiness if guaranteed if you just buy the right candle or cushion. “Hygge, to me, has never been something you could buy,” explained Danish-born writer Laura Byager in Mashable. Sure, lighting candles and sitting amid cushions are part of it, but so is slowing down, spending quality time with friends and family and simply being present. “For me, hygge is comfort. It exists only in the complete absence of stress and nuisance and feeds off feelings of happiness and relaxation,” adds Byager. By David Nikel cordmagazine.com

Volvo Vam širom otvara vrata svog sveta Novi Volvo sa do 4.000 EUR popusta U našoj ekskluzivnoj, kratkotrajnoj ponudi, svoj omiljeni Volvo možete odvesti uz još veće uštede. Nudimo vam popust do 4.000 evra, do 3 godine dodatne garancije i finansiranje uz 0% kamate*. Savršeno siguran XC60 vaš je već od 39.990 EUR, a skandinavski prefinjen XC90 od 64.990 EUR, a po najpovoljnijim cenama dostupni su i ostali Volvo modeli serije 60 i 90. Ovako atraktivne uslove za Vas garantujemo samo za vozila isporučiva do 31.12.2023. - zato iskoristite priliku što pre. KOMPLETNU PONUDU PROVERITE NA VOLVOCARS.RS i SELEKT.VOLVOCARS.RS *Prosečna kombinovana potrošnja goriva WLTP 5,428 –9,844 l/100km. Prosečna kombinovana emisija CO2: 134–223 g/km. Emisijski standard EURO 6d. Emisija azot-oksida (NOx) 11,6 - 42,6 mg/km. Zvanična brojčana vrednost specifičnih emisija čvrstih čestica 0,09 - 0,89 mg/km. Zvanična brojčana vrednost specifičnih emisija (broj čestica po km) 0,01x1011 – 2,57x1011 . Detaljnije podatke o novim putničkim vozilima možete pronaći u Vodiču o ekonomičnosti potrošnje goriva, emisijama CO2 i zagađujućih materija u vazduh koji je besplatno dostupan na prodajnom mestu dobavljača putničkog vozila. CO2 je glavni gas sa efektom staklene bašte odgovoran za globalno zagrevanje. Emisije zagađujućih materija u vazduh iz saobraćaja značajno doprinose pogoršanju stanja vazduha, naročito prekograničnim povišenim koncentracijama prizemnog ozona, čestica PM10, PM2,5 i azot oksida. U cenovniku su naznačene neobavezujuće odnosno preporučene cene vozila u evrima, informativnog su karaktera i sadrže PDV. Plaćanje se vrši isključivo u dinarskoj protivvrednosti po srednjem kursu NBS. *Posebni prodajni uslovi za finansiranje vozila putem finansijskog lizinga u saradnji sa Unicredit Leasing Srbija d.o.o. Finansiranje se ugovara uz valutnu klauzulu u EUR, kamatna stopa za klijente je 0,00%, a jednokratna naknada zaključenja ugovora 1,00% od kupoprodajne cene vozila. EKS 3,40%. Trajanje ugovora o lizingu 24 meseca. Učešće iznosi 33,00% od kupoprodajne cene vozila. Lizing rata je godišnja, a izražava se u EUR i plaća u RSD prema srednjem kursu NBS na dan uplate. Ovo finansiranje se odnosi na pravna lica. Molimo Vas kontaktirajte Vašeg zastupnika za precizan obračun cene i detaljne informacije o standardnoj i dodatnoj opremi, kao i o ukupnoj ceni vozila. U cenu klasičnog modela XC60 je uključen je dodatni popust u vrednosti do 3.000 EUR. U cenu klasičnog modela XC90 uključen je dodatni popust u vrednosti do 4.000 EUR. Ponuda važi do rasprodaje zaliha vozila isporučivih do 31.12.2023. godine. Modelna godina 2024. Proizvođač zadržava pravo izmene cene, materijala, specifikacija i modela u bilo kom trenutku i bez prethodne najave. Pre porudžbine kontaktirajte svog Volvo zastupnika za najnovije informacije. Za štamparske greške ne odgovaramo. Slike su simbolične. Više na www.volvocars.rs ili kod ovlašćenog Volvo zastupnika.

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