Empowered Women vol. 2 by CorD Magazine

Vol.2

LADIES 24 LEADING PAVING THE WAY

FOSTERING A NEW EMPOWERED GENERATION OF WOMEN COMMENT

TIPPING POINT YEAR IN SERBIA’S ENERGY TRANSITION ZORANA MIHAJLOVIĆ PH.D., SERBIAN DEPUTY PRIME MINISTER AND MINISTER OF MINING AND ENERGY

TEAM DETERMINES 14 THE A LEADER’S SUCCESS

JELENA GALIĆ, CHAIRMAN OF THE EXECUTIVE BOARD OF AIK BANK

OOH MEDIAOFFERS THE PUREST CONTENT

SANJA PEŠIĆ, ALMA QUATTRO CEO

LEADERSHIP IS 16 VISION, BOLDNESS, CONNECTION & AUTHENTIC

VANJA STANKOVIĆ, PRESIDENT OF THE MOBI BANKA BOARD OF DIRECTORS AND TELENOR CFO; MARIJA POPOVIĆ AND MILKA RAJČEVIĆ, MOBI BANKA EXECUTIVE BOARD MEMBERS

WOMEN MUST TAKE RESPONSIBILITY FOR THEIR CAREERS VIOLETA JOVANOVIĆ, EXECUTIVE DIRECTOR OF NALED AND PRESIDENT OF ETHNO NETWORK

THE GROWING 12 PRESENCE OF WOMEN IN ENGINEERING

SUNČICA CVETKOVIĆ, HEAD OF BUSINESS UNIT DIGITAL GRID AT SIEMENS SERBIA 2

Empowered Women 2021

THE FEMALE APPROACH TO BUSINESS IS MASTERFUL

ANJA IVANA MILIĆ, ARHI.PRO CO-FOUNDER AND CEO

NEW AREAS OF ACTIVITY BRING GROWTH

MIA ZEČEVIĆ, CEO, NOVASTON

ROBERT BOSCH D.O.O

SMILE REFLECTS 36 AONE’S PERSONALITY

TATJANA RACKOV SINADINOVIĆ, MANAGER AND OWNER OF HAPPY KIDS PRESCHOOL

CONCEPT OF QUALITY, ELEGANCE AND LUXURY

DUŠICA GAKOVIĆ, PROJECT LEAD, DEKA INŽENJERING

ENCOURAGES 34 BOSCH DIVERSITY

HAPPY CHILDREN 38 BECOME HAPPY ADULTS

NEDA ÐOKIĆ, MANAGING DIRECTOR, HEINEKEN SERBIA

GENDER EQUALITY AS A PRIORITY MICHELA TELATIN PH.D., UNOPS SERBIA MULTICOUNTRY OFFICE DIRECTOR

BIGZ

DR NATAŠA MRATINKOVIĆ, MND DENTAL

INSPIRATION

WITH 31 SYNONYMOUS GOOD BOOKS

IS OUR SHARED 29 WOOD WORLD MELANIJA PAVLOVIĆ, GENERAL MANAGER, JAF D.O.O. NOVA PAZOVA

PUBLIC PRIVATE 30 PARTNERSHIP VALUE FOR PEOPLE JELENA TADIĆ, EXECUTIVE DIRECTOR, PPP INVESTMENT

GORDA’S STRENGTHS: 40 LOVE, HERITAGE AND TRADITION TIJANA ŠKORIĆ TOMIĆ, CO-FOUNDER AND CEO, VELJKO I SINOVI

SECRETS TO 42 NOSUCCESS

ZORICA POPOVIĆ, ELIXIR GROUP GENERAL MANAGER

EMPOWERED

WOMEN

IMPEX IS RUN 44 STEEL BY WOMEN

MAJA ŽIVKOVIĆ, GENERAL MANAGER, STEEL IMPEX LTD.

SWISS-SERBIAN E2E PROJECT DEPLOYS GENDER INTERVENTION STRATEGY

IS MISSION55 CWP DRIVEN

REPRESENTATIVE OFFICE NIRAS - IP CONSULT GMBH

MAJA TURKOVIĆ, CWP SENIOR VICE PRESIDENT FOR DEVELOPMENT IN EUROPE

SWINGING OF THE 46 THE EQUALITY PENDULUM

ARE BORN 56 WOMEN LEADERS

BRANKICA JANKOVIĆ, COMMISSIONER FOR THE PROTECTION OF EQUALITY

OF CARGO 50 MASTERS TRANSPORTS MELITA ROZMAN DACAR, MANAGING DIRECTOR OF SŽ CARGO [SŽ-TOVORNI PROMET], SLOVENIAN RAILWAYS – FREIGHT TRANSPORT

OF CO2 52 PROUD SAVINGS IN SERBIA

VIOLETA BELANOVIĆ KOKIR, GENERAL MANAGER, SEKOPAK

BIOCHAR, FOR A HEALTHY ENVIRONMENT

VESNA BAUR, OWNER OF COMPANY BASNA AND PRESIDENT OF THE NADEŽDA PETROVIĆ BUSINESS WOMEN’S ASSOCIATION

NEED A WORK54 WE LIFE BALANCE

KRUNA GAVOVIĆ, CEO AT THE LEAN SIX SIGMA COMPANY CEE AND TMS CEE MARKETING AND ACADEMY MANAGER

SANDRA MARINKOVIĆ, EXTERNAL AFFAIRS LEAD, MERCK SHARP & DOHME

EXECUTIVE SEARCH FIRM LANDS IN SOUTHEAST EUROPE

TEODORA ĆOSIĆ, PARTNER SOUTHEAST EUROPE, N2GROWTH

CARE ABOUT 58 WE WHAT WE DO

ZORICA MLADENOVIĆ DŽODIĆ, HOMEMADE DIRECTOR

OF NEW 59 TIME RECORDS

BUSINESSES ARE NOT 60 WOMEN’S TERRITORY – YET EUROPEAN INSTITUTE FOR GENDER EQUALITY 2021

MANY EXCEPTIONAL 62 WOMEN HAVE YET TO SHINE WITH FULL SPLENDOUR WHAT IS THE POSITION OF WOMEN IN SERBIAN BUSINESS?

DELOITTE 65 ENCOURAGES WOMEN’S LEADERSHIP

ALEKSANDRA PETROVIĆ, FINANCIAL ADVISORY DIRECTOR, TESTIFYING FINANCIAL EXPERT AND LEADER OF THE SHEXO INITIATIVE AT DELOITTE SERBIA

NATION, 66 SMALL GREAT PRIDE HISTORY

VESNA KUKIĆ LONČARIĆ, COUNTRY MANAGER AT JYSK FOR SLOVENIA, CROATIA, B-H AND SERBIA

GREAT WOMEN OF 70 SERBIAN HISTORY – AT JEVREM GRUJIĆ HOUSE EXHIBITION

IMPRESSUM EDITOR IN CHIEF: Neda Lukić n.lukic@aim.rs ART DIRECTOR: Branislav Ninković b.ninkovic@aim.rs CONTRIBUTORS: Rob Dugdale, Maja Vukadinović, Mirjana Jovanović, Miša Brkić, Ljubica Gojgić

Radmila Stanković, Steve MacKenzie, Zorica Todorović Mirković, Sonja Ćirić, Miloš Belčević PHOTOS: Zoran Petrović COPY EDITOR: Mark Pullen TRANSLATION & EDITING: PULLEN EDITORIAL HALIFAX

SALES MANAGERS: Biljana Dević, b.devic@aim.rs Vesna Vukajlović, v.vukajlovic@aim.rs Mihailo Čučković m.cuckovic@aim.rs OFFICE MANAGER: Svetlana Petrović s.petrovic@aim.rs

FINANCE: Dragana Skrobonja finance@aim.rs EXECUTIVE DIRECTOR: Maja Vidaković m.vidakovic@aim.rs PUBLISHER: Ivan Novčić i.novcic@aim.rs

DIRECTOR: Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com EMPOWERED WOMEN 2022 PRINTING: Rotografika d.o.o. Segedinski put 72, Subotica CorD is published by: alliance international media

No35 Prote Mateje 52, 11111 Belgrade 17, PAK 126909, Serbia Phone: +(381 11) 2450 508 Fax: +(381 11) 2450 122 E-mail: office@aim.rs office@cordmagazine.com www.cordmagazine.com www.aim.rs ISSN no: 1451-7833 All rights reserved alliance international media 2021

Empowered Women 2021

Comment

Fostering A New Empowered Generation Of Women

There is a straightforward connection between technology and women’s rights that’s reflected in SDG 5 on gender equality, which includes a specific target for the utilising of technology and ICTs to empower women and girls. Serbia has made considerable progress along these lines, but we can certainly do more

hen we think of gender empowerment today, we often associate it with tech. This approach is quite familiar to Serbia, where ever-more girls are acquiring ICT skills. One of the powerful promotions of such a future is the Girls in ICT Day – an international event that’s dedicated to overcoming gender-based stereotypes in the field of occupation and work, which the Association of Businesswomen in Serbia has been promoting for more than ten years, in cooperation with high-tech companies operating in Serbia and various ministries and international organisations. The idea behind the event is to empower girls to be led by their own personal interests and talents, rather than succumbing to stereotypes about what constitute male and female occupations. ICT is particularly relevant today, as we face a rapidly changing world of work where the right ICT and STEM (Science, Technology,

Empowered Women 2021

We still need to do a lot more to reduce the gender gap that exists in the digital sector, but also to foster the socioeconomic empowerment of women Engineering and Mathematics) skills are important for girls and women to compete on an equal footing with boys and men in the economy of the 21st century. A few years ago, at the initiative and under the auspices of the Ministry of Trade, Tourism and Telecommunications, the Government of Serbia adopted its Programme for the Empowerment of Women in Information and Communication Technologies. The programme’s aim was to contribute to

the greater inclusion of women and girls in the technology sector, as it relates to the education system and the business world. This programme envisaged the creation of conditions enabling the equal participation of women in the ICT sector. According to the report ICT in Serbia - At a Glance, 2020, Serbia’s IT sector employed 31,000 people in 2018, including 9,000 women. The participation of women in the Serbian IT sector has reached a level of 31%. This is higher than EU-28 average (26%), but the gender gap is still clearly visible. As an illustration, the Serbian IT sector increased total employment by around 4,000 people in 2018, but only 40% of those positions were occupied by women. Several EU countries in the neighbourhood have higher participations of women in IT: Slovakia (36%), Hungary (35%), Bulgaria (34%), Romania (34%) and Croatia (32%) – all from Eastern Europe. And yet, as some of our interlocutors for this special edition have already noted, well-educated women are still facing a lot of obstacles to presenting their full potential. And there isn’t much that’s high-tech in that: on the contrary, these obstacles relate to the traditional division of jobs – not just in the economy, but also in the home, where co-parenting or the equal division of household chores are only slowly gaining popularity among younger generations. Initiating a successful shift of women in Serbia to jobs of the future must include the large network of support institutions like crèches and nursery schools, a new regime of work with flexible working hours to support parenthood, and campaigns to overcome gender stereotypes and strengthen gender equality.

Empowered Women 2021

Interview

Tipping Point Year In Serbia’s Energy Transition

ZORANA MIHAJLOVIĆ PH.D., Serbian Deputy Prime Minister and Minister of Mining and Energy It is important for Serbia’s future that it not be a passive observer of energy transition, but rather an active participant in the endeavour of the whole world to promote green energy, sustainable development and greater environmental protection, and we’re also working on that. Our efforts are also partly related to the inclusion of women in top positions in the energy and mining sectors

he public worldwide, including in our country, is wondering how the energy crisis will unfold. Serbia’s Deputy PM and Mining and Energy Minister Zorana Mihajlović believes that the country will overcome the current energy crisis and have enough energy and fuel sources for citizens and the economy this winter. “The current crisis will pass, perhaps already by spring, but we must work and plan while looking far ahead, in order for no future crisis to hit us unprepared. The state’s role isn’t only to react when a crisis occurs, but rather to plan and act strategically, in order for us to have energy security and be prepared for all future crises, which will most certainly come. It is important for Serbia’s future that it not be a passive observer of energy transition, but rather an active participant in the endeavour of the whole world to promote green ener-

Empowered Women 2021

EQUALITY

DEVELOPMENT

MESSAGE

The green energy transition is an opportunity to support women as active participants in this process, and also to open this sector up to female entrepreneurs, managers and engineers

The Green Agenda also represents a new development model that should bring new investments, faster economic growth, technological advancement and new jobs in the green economy

My message to all women is to enter into politics courageously and to take decisions about themselves and the lives of their children, but also the generations of young women to come, into their own hands

gy, sustainable development and greater environmental protection, and we’re also working on that,” says our interlocutor. Representing the first step on that path was the adoption of four new, modern laws governing the field of mining and energy, then also the start of work on the most important strategic documents: the Integrated National Energy and Climate Plan of the Republic of Serbia for the period until 2030, with projections until 2050; and the Energy Development Strategy of the Republic of Serbia for the period until 2040, with projections until 2050. “In the area of renewable energy sources, we are striving for the share of renewable sources to reach at least 40% by 2040, or 50% by 2050. We will achieve that through the construction of large and medium-sized HPPs, new capacities for energy production from RES, the construction of gas-fired power plants, the development of additional energy storage capacities and the development of hydrogen technologies,” explains Mihajlović.

benefits will increase to around 200,000, while for natural gas the number of consumers able to benefit is expected to rise from the existing 70 to several thousand. Amendments to the Law on Energy have introduced the category of ‘energy-endangered consumers of heating energy’ for the first time, with the first estimates suggesting that we can expect around 20,000 citizens to receive this status.

with the direction that the whole world is heading in, i.e., towards green energy and the struggle against climate change. With the integrated national plan for climate and energy, as well as the new strategy for the development of energy sources, we will establish the goals and scenarios that will determine the path to be taken by our energy sector over the next 30 years, both when it comes to constructing new capacities and combating climate change. Energy transition and climate change aren’t issues confronting a single country, but rather generational issues and challenges that are being addressed by the entire planet. What’s important for the success of the overall changes are realist goals and dynamics, as well as a readiness to reach agreement on the conditions under which energy transition is conducted. I believe that – provided Serbia’s starting position is respected, realistic goals and dynamics are established and adequate financial support is secured from the EU – Serbia and our region can successfully keep pace with the EU member states in the energy transition and emerge victorious.

You’ve said that no one will freeze this winter, but will everyone have enough money to pay their heating bills, given that inflation is on the rise? Are you considering the possibility of introducing additional breaks for vulnerable categories of the population in the case that the crisis deepens? Energy security means that we have enough energy, but it is equally important for us to pay sustainable prices for that energy, and for that energy to be available to all citizens. Amendments to the Energy Law have enabled a larger number of citizens to take advantage of the breaks intended for energy-endangered customers, and the new Regulation on energy-endangered consumers is in the process of adoption. Our expectations are that, from the current total of 70,000 electricity-endangered consumers, the number of citizens able to utilise these

We recently saw the staging of the UN Conference on Climate Change, COP26, which many consider as the most important global event, with far-reaching consequences for our collective destiny. We haven’t had many opportunities to hear about how much Serbia has kept its promises. Why is that?

Investments are key to Serbia’s successful energy transition and energy security, because we mustn’t forget that Serbia hasn’t built a single new thermal power plant or hydroelectric power plant in the past 30 years Speaking at the UN’s 26 th Climate Change Conference, COP26, the Serbian President emphasised Serbia’s intention to work to reduce emissions of harmful gases and invest in RES, as well as noting that our green plan is closely linked to the country’s economic stability. This year marks a turning point for Serbia when it comes to the energy transition, as a year during which we adopted new laws, began drafting new strategic documents and created a new investment plan worth 17 billion euros. Our strategic goals and priority investments, primarily in the construction of large HPPs and utilising the potential of RES, are aligned

Is Serbia now ready to move more decisively towards reducing GHG emissions? Which of your ministry’s measures do you consider as being the most important in that context? The energy sector isn’t the only sector that impacts on emissions of harmful gases, but it does have a large and important role to play in the overall struggle against climate change. Some activities have already been instigated, such as investments in environmental protection at the thermal power plants within the composition of EPS, which will have a significant impact on reducing emissions of harmful gases from these plants. A stable supply of gas has been secured and the first heating plants in Serbia to use biomass as an energy source have

Empowered Women 2021

Interview

for 32% of employees in the RES sector worldwide. This is less than equal participation, but it is nonetheless significantly higher than in the “more traditional” part of the energy sector, which is dependent on fossil fuels – oil, coal and gas – where women account for 22% of employees. I believe that the “green revolution” in the energy domain is not only an opportunity to increase our energy security and gain

Analysis of the economic value of women’s unpaid work served as the basis for the inclusion of unpaid work in the new Law on Gender Equality, without which there can be no further creation of policies and systems of community support and services

been built, in Mali Zvornik and Priboj. We hope that other heating plants in Serbia will take the same route, or that they will switch to the use of energy sources that cause less environmental pollution. Two new programmes launched by the Ministry will also contribute to the reducing of greenhouse gas emissions. Within these programmes, the state and local governments provide citizens with co-financing of 50% for investments aimed at increasing energy efficiency, replacing doors and windows, improving insulation and replacing boilers, as well installing solar panels that will turn citizens into energy consumers and producers. We implemented this programme as a pilot project this year, while new public calls will be announced at the beginning of next year, with significantly more funds made available from the budget, but also from international financial institutions. The greatest stride forward in this area will come via the implementation of the investment plan, which practically represents the Serbian 8

Empowered Women 2021

“green plan”. With the implementation of all projects included in the investment plan, we can expect annual CO2 emissions to reduce from the 53 million tons recorded in 2019 to approximately 23 million tons. The COP26 conference had many male speakers,whilethereweremanywomen among the protestors who were on the streets expressing their concerns over the kind of world that their children will inhabit. To what extent are our green policies gender equal, both when it comes to the ministries that have jurisdiction over these topics and the management structures of the companies that should implement these changes? Green energy transition is a process that the whole world finds itself in; a process in which many things will change and differ from the way they were before – not only when it comes to our sources of energy and the way we use energy, but also the way men and women participate in the process. Research shows that women account

a healthier environment, but rather also to change the image of energy as a “male” sector or an area of “men’s” jobs. This is also the path that Serbia should take, and the green energy transition is an opportunity to support women as active participants in this process, and also to open this sector up to female entrepreneurs, managers and engineers being better represented and more visible in the energy sector, and certainly for there to be more of them in decision-maker positions. Women currently account for 20% of employees at [national electric utility power company] EPS and occupy 13% of Supervisory Board and directorial positions. The state will do its part of the job, by passing modern laws, taking the gender dimension into account when adopting new strategies, ensuring state-subsidised programmes (for replacing doors/windows and installing solar panels) are open equally to both women and men, and creating conditions for female entrepreneurs to operate in the green economy. In terms of health crisis management policies, to what extent has the government taken into account the preserving

of the gender balance when it comes to bearing the burden of the crisis? Under crisis situations like the one currently confronting all countries of the world, women are a particularly vulnerable category. Viewed globally, 70 per cent of employees in healthcare and social protection services are women, while in Serbia alone we have more than 60,000 nurses. We owe a great debt of gratitude and encouragement to all those women who took that great burden on themselves. And that applies whether we’re talking about healthcare professionals and social workers, women who work in supermarkets, but also all those women who care for the youngest, the elderly and their households. It was precisely during the time of the epidemic that we, in cooperation with UN Women and the British Embassy in Belgrade, conducted the first analysis of the economic value of unpaid jobs in the area of care. Thanks to this analysis, we finally know the economic value of the unpaid, unseen and unrecognised work done by women in Serbia every day of the year, working overtime, without sick leave and annual holidays. That was the first step towards the social and economic acknowledgement of that value, while it also served as the basis for the inclusion of unpaid work in the new Law on Gender Equality, without which there can be no further creation of policies and systems of community support and services. As the Coordinating Body, we last year submitted a list of recommended actions for employers to include in their operations that will reduce the gender gap, which exists in every society, and which include - among other things - flexible working hours, job preservation, support for women who fall victim to violence or the directing of donations towards organisations that offer assistance to vulnerable categories of women. At the beginning of this year, after a lengthy wait, we finally saw the adoption of the Law on Gender Equality. What effects has its implementation had to date, six months after it came into force? As someone who has spent years fighting violence against women and dis-

crimination, while also fighting to improve the standing of women and increase their inclusion in the political, economic and social life of the country, I’m proud that we finally received an umbrella document governing gender equality, after six years – as we started working to draft the new law back in 2016. Serbia has shown itself to be a mature society that wants equal conditions for women and men to work, progress and live. This is a society in which women will have equal conditions on the

Following the amending of regulations, I expect the current total of 70,000 electricity-endangered consumers to increase to enable around 200,000 citizens to utilise these benefits labour market, the same pay for the same work and opportunities to advance to the highest managerial positions, but also a society in which no woman or girl suffers from violence. After several challenging years, during which we even encountered resistance among certain ministers, we today have a gender-responsible government in which the achieving of this gaol is not brought into question. Alongside this Law, we’ve also adopted other legal and strategic documents, including the Law on the Prohibition of Discrimination, the new Gender Equality Strategy and the

Strategy for Combating Gender-Based Violence, all of which represent continuity in our efforts and ensure that we now have a complete normative framework as the basis for further work. We are seeing in some countries of the region that, even today, women are being denied some of the rights that we thought had been long since secured, such as the right to an abortion. Do you think that such debates could also be instigated in our country? Everything that’s been happening of late, whether in Poland or Afghanistan, only testifies to how fragile gender equality and the issue of women’s rights are, and that the struggle to secure the human rights of women and girls is a painstaking and enduring process, but the only correct process. I don’t see the logic in someone finding it acceptable for part of the population – and women account for more than 50 per cent of the population – to be discriminated against, subjected to violence, denied the same employment opportunities and paid less for the same work, while actually being more educated. And that’s without mentioning women in rural areas, single mothers and Roma women, who are victims of multiple forms of discrimination. Gender equality is not a threat, but rather a universal value and a precondition for the development of every society. When we grasp the fact that equal rights don’t imperil anyone and only such a society can prosper and progress, things will be better for all of us. We are awaited by local, parliamentary and presidential elections next year. Do you believe Serbia could again gain a female prime minister? Women account for more than half of Serbia’s population and there’s absolutely no reason why women shouldn’t be equally represented on electoral lists and in decision-making positions. Women are also more educated, there are more of us among doctors of science, and we have shown many times that divisions into “male” and “female” occupations are meaningless and that we can perform equally successfully in responsible positions, if not more successfully.

Empowered Women 2021

Interview

MICHELA TELATIN PH.D., UNOPS Serbia Multi-Country Office Director

Gender Equality

As A Priority

UNOPS is a project-based UN agency that has the mission of supporting people in building better lives and supporting countries in achieving sustainable development. For the last 20 years, UNOPS has been active in Serbia as one of the most reliable partners of the government and the international community

e are proud to have contributed to a more equal society and we are thankful for the trust and collaboration of all our donors and local and international partners, with whom these results were achieved and shared says UNOPS Serbia Multi-Country Office Director Michela Telatin. What have been the major achievements and the greatest recognition for you and your team? UNOPS’ continuous presence in Serbia for over two decades is recognition of donors’ trust, of the high-quality implementation of projects that respond to the needs of the country, and of a successful methodological approach that is participatory, inclusive and transparent. UNOPS is a project-based United Nations agency that has the mission of supporting people in building better lives and supporting countries in achieving sustainable development. UNOPS’ mandate in project management, procurement, infrastructure, human resources and financial management allows for the designing of context-specific projects that are also shaped by the UN values and private sector efficiency. We are accountable

Empowered Women 2021

to people, to the government, to donors and their constituencies, and we see - with our headquarters in Copenhagen and operations in over 80 countries worldwide - that the relevance of having UNOPS’ expertise present is recognised across the world by countries with different levels of income and challenges. In Serbia, we’ve been contributing to socio-economic development by supporting small businesses, good governance, social municipal infrastructure and the strengthening of social inclusion. We are at the forefront in helping the country during emergencies: rebuilding bridges and roads after the floods of 2014; and now, with the COVID-19 pandemic, supporting public procurement and the healthcare system. Our greatest achievement is the tangible impact that our projects and actions bring

to people’s lives, while the greatest recognition for me and my team is the continuity and relevance of our work. The UNOPS Serbia Office has become a multi-country office, providing support to North Macedonia, Montenegro and Ukraine. How do you see the path of countries working towards achieving the UN Sustainable Development Goals and EU accession? UNOPS’ presence in a country is testimony to the United Nations’ support to governments in building their capacity to respond to the needs of their citizens. The projects implemented by UNOPS contribute to fulfilling regional and global frameworks, such as EU accession and the achieving

of the Sustainable Development Goals. We achieve this through collaborative partnerships with other members of the UN family, the European Union, bilateral donor governments and international financial institutions, but also local partners and the beneficiaries of our projects. This inclusive approach starts at the design stage of the project and represents the backbone of our modus operandi.

All of the projects that you’ve so far implemented in Serbia have sought to build a better life for citizens and achieve sustainable development. Could you divulge how UNOPS is fulfilling its mission in Serbia?

UNOPS ensures that access to infrastructure is inclusive for all citizens and is not an obstacle to gender equality Over the course of the last 20 years, UNOPS in Serbia has implemented a vast array of projects in infrastructure, procurement, socio-economic development, good governance, health, disaster risk reduction

and the environment. These projects were made possible thanks to trust and collaboration with the Government of Serbia and many donors, such as the European Union, Switzerland, Norway, Canada, the UK, Sweden, Italy, France and other members of the UN family. For instance, hundreds of members of vulnerable groups gained access to social housing and employment opportunities,

enabling them and their children to live in dignity. Hundreds of entrepreneurs were able to launch or strengthen their businesses, while municipalities were able to attract companies thanks to adequate infrastructure. Children gained access to better schools and transport infrastructure was restored following the flooding. UNOPS also ensures that access to infrastructure is inclusive for all citizens and is not an obstacle to gender equality. Gender equality is one of the most important cross-cutting themes of UNOPS’ work globally. How does gender equality contribute to improving the overall well-being of that society? Gender equality is at the heart of development efforts and a priority for UNOPS globally. This

is because gender equality represents the backbone of a functional society in which women and men have equal rights and opportunities to achieve their potential and the potential of their families and society. As UNOPS in Serbia, we have enabled the implementation of approximately 300 gender equality projects and supported the adoption of gender equality policies by over 50 local governments. For UNOPS, gender equality is not an addition to our field of work or a simple mainstreaming: there has been a strong and vocal corporate decision to ensure gender equality is integrated into our workforce, project implementations, analysis of needs and monitoring. This is not just a temporary focus; it is part of UNOPS’ identity and actions. Many UNOPS implemented projects have enhanced women’s skills and enabled them to launch their own businesses. What are the key aspects of the economic empowerment of women? Gender equality increases the economic output of a society exponentially and surpasses the investment made by governments to support it. Indeed, it is not only an issue of human rights and dignity, but rather has a huge economic dimension. Strengthening the economic position of women has long been a part of UNOPS’ efforts in Serbia, and each woman-led enterprise has a unique history of individual commitment, resilience and hard work. One of the hundreds of these enterprises is the story of a woman who launched her own private dental practice after losing her job; another is about a creative mother who wanted to bring colours into her child’s life and now owns a renowned clothing brand. There is also a social enterprise employing vulnerable women whose homemade products are now being exported as their operations continue to expand. These are not just localised examples. They are a reflection of the potential of Serbian society that needs to be supported and encouraged. We are proud to have contributed to creating a more equal society and are thankful for the trust and collaboration of all our donors and the local and international partners with whom these results were achieved and shared.

Empowered Women 2021

Business

SUNČICA CVETKOVIĆ, Head of Business Unit Digital Grid at Siemens Serbia

The Growing Presence

Of Women In Engineering The Business Unit Digital Grid of Siemens Serbia has just received an award as 2021’s best team in the domain of digital grids in the CEE region, which – apart from Austria – includes Romania, Czechia, Poland... and this award merely confirms this department’s knowhow and teamwork

iemens is a company that provides many opportunities for learning and training; a company that doesn’t differentiate between male or female engineers or staff of other education profiles, but rather values work and knowhow. You work for a company that symbolises innovation and technical expertise. Statistics show that men account for the largest percentage of engineers. Does Siemens empower female engineers? What has your experience been like? During my career, I’ve had opportunities to work at several companies in different positions and to advance over time. I’ve always been motivated by my need to work and learn, which was recognised by

Empowered Women 2021

my managers and colleagues and created new opportunities. I think that personal engagement and working constantly on oneself are extremely important for development, particularly at the beginning of one’s career. It was 18 years ago that I started working at Siemens, and over the last two years I’ve headed the “smart grid” team. Siemens is a company that provides many opportunities, primarily for learning and specialised training, and the possibilities are endless if you have that personal urge to learn. Although my team comprises mainly men, when it comes to gender equality, I work for a company that doesn’t differentiate between male or female engineers or staff of other education profiles, but rather values work and knowhow. However, the fact remains that there are more men working in engineering, but I’ve also noticed that this trend is shifting when it comes to the younger generations, which I welcome warmly. The colleagues in my team are experts in their work, professional and dedicated, and I see my role in supporting the further development of everyone in the team and motivating us to continue achieving successes. There will be an ever-increasing need for “smart grids” because, alongside “smart buildings”, we will also have “smart cities”, “smart traffic” etc. Will that ease life for everyone, especially us women, by “buying” us a little of the time that we’re lacking? Life is fast and the changing lifestyle is visible from year to year. Digitalisation definitely brings benefits to life. We are all users of various electronic services that

save us time, and the very possibility of working from home - as part of the digitalisation process - brings a new concept for organising life in general and “buys” a little time for both men and women in their daily activities. When it comes to the smart grids that we deal with, they relate primarily to the

The very possibility of working from home brings a new concept for organising life and “buys” a little time for both men and women in their daily activities electrical power system, i.e., to solutions for the high-quality and reliable supplying of power - digitalisation in energy. Siemens is an innovation leader in this area, and our mission is to bring the latest technologies that are applied around the world closer to our customers and for us to together create solutions that cater to the needs of the local market. What advice would you offer to women who are at the beginning of their careers? Learn, work, be brave, be ready for new tasks and be proactive. Seek to be engaged, because in that way you will become an important part of the team and will be recognised in the right way. It is very important to work in a team and to share experiences and knowledge, but it is also important to take the lead and responsibility in a certain area. That’s how you gain self-confidence, and everything is then easier.

“In the future, there will be no female leaders. There will just be leaders.” ~ Sheryl Sandberg, business executive

Empowered Women 2021

Business

JELENA GALIĆ, Chairman of the Executive Board of AIK Bank

The Team Determines A Leader’s Success

AIK Bank has transitioned from a conventional bank to a bank that today receives important international accolades for innovation and quality of services, and this is the direction it is continuing to develop in following a period that has proven extremely challenging for the entire economy, including the banking sector

e adopted a digital transformation strategy and have so far implemented a significant number of services that are available to all AIK Bank clients via their mobile device, says AIK Bank CEO Jelena Galić

You’ve already spent seven years as the CEO of AIK Bank. What has changed both locally and globally during that time? And in which ways, and to what extent, has the bank itself changed, but also you personally? The previous period was fairly challenging for the entire economy, including the banking sector. The digital transformation of services accelerated significantly at both the global and local levels, as a result of the pandemic - which left an indelible mark on both people’s lives and on companies’ operations - but also due to the clear need of clients for services that are easy and available without time restrictions. Personalisation, or the creating of bespoke services for individuals in accordance with their habits and with the aim of saving both time and money by identifying adequate financial models, is an important trend that’s based on data analytics, machine learning and data science. The implementation of this business model will ease clients’ business with the bank greatly and also optimise costs, as clients will be able to make noticeable savings. Challenges on the business front are great drivers of change, and I can state 14

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with certainty that they’ve also had a great impact on me personally. You are committed to developing and expanding regional cooperation. Can this ensure the accelerated economic growth and development of the entire region? Networking and cooperation between businesses has manifold benefits, because it also brings an increase in the volume of

Networking and cooperation between businesses has manifold benefits, because it also brings an increase in the volume of the trade exchange and exchanges of experience and knowhow the trade exchange and exchanges of experience and knowhow, which contribute to the individual development of companies and the quality of services. A stable SME sector is the foundation for healthy economic development, because it was precisely this corporate segment that proved itself to be the most flexible when it came to introducing changes to adapt to the new circumstances. Supporting SMEs – through both financing and connections to and the accessibility of transaction banking – is one of the important tasks of the banking sector aimed at preserving economic stability. In

that sense, regional links and cooperation between companies in this segment can be encouraged markedly through the provision of adequate banking services. What character traits are essential for a good leader? Leadership primarily means a readiness to handle change. The habits that we’ve acquired in work or life, familiar behavioural patterns, create the kind of comfort and certainty that we all tend towards, because that is human nature. The extent to which you’re prepared to leave your comfort zone and stride towards a goal that you’re striving to achieve will define you as a person, but also the organisation that you head. Knowledge, competence and experience are equally important, because they enable a clearer overview of a given situation, but also the bigger picture that we often lose sight of, especially when confronted by challenges in the workplace. The bigger picture should always be considered, in order to ensure that we take all aspects into consideration when making important decisions. However, all of this is pointless if you lack equally committed colleagues who invest their own time and knowhow to achieve a shared goal. The team, and each individual, is equally responsible for the leader’s success.

OOH Media Offers The Purest Content Alma Quattro has been considered among our country’s most successful companies for almost three decades. Its portfolio has such diversity that it enables both large and small companies to advertise, because Alma Quattro is able to tailor campaigns that vary depending on budget

ver the course of the 27 years that Sanja Pešić has been working at Alma Quattro, her attitude towards the job has changed in accordance with the way that her attitude towards life has also changed. She enjoys her work and is additionally motivated by the role of a coach, because she feels good by helping others

Is Alma Quattro’s success a result of long-term planning, dedication, the improving of relations with clients or something else? I believe that everything you mention is important for success, and that this is the recipe of the majority of successful companies. I would mention the fact that, alongside long-term engagements, shortterm action is also important, as is the ability to react to unforeseen circumstances, which we’ve all been able to experience during the last two years. The world found itself

completely unexpectedly confronted by a new challenge. This presented a growth opportunity for many branches, while others simultaneously faced a complete standstill. That was also the case with OOH [Out-of-Home] media. What we’ve learnt over the past two years is that OOH continues to function soon after each lockdown, without a preceding “warm up”. Does the sheer breadth of your portfolio enable you to create the best possible campaign for every individual client? A synergy of OOH and mobile advertising has proven to be a winning combination. While the first invites action with its attractive conceptual solutions, the second enables a deeper search – through online platforms, applications and social networks – for products and services featured in our advertising media. One attracts your attention and triggers, while the other is something that you carry in your pocket everywhere. Is it true that OOH advertising has recorded higher growth than other market segments over the last three years? What does that say about the efficacy of your media and the habits and needs of consumers? The efficacy of OOH media has not changed. I think that the increased growth of this segment is a result of the excessive supply in other market segments, such as TV and digital, i.e., online. Both consumers and advertisers are confused by dubious and deficient content, information overload, non-selectivity and numerous channels, platforms and applications. All this brings us back to the simplicity and accessibility of OOH, which has no other content and a situation that’s always clear.

Business

SANJA PEŠIĆ, Alma Quattro CEO

Moreover, the consumers who see this media are predominantly the working population who are mobile and active outdoors during all seven days of the week, which increases the significance of our media. Commitment is a word that runs through every story about Alma Quattro. To what extent does this word reflect your attitude towards work, life, family, friends etc.? Over the course of the 27 years that I’ve been working at Alma Quattro, my attitude towards the job has changed in accordance with the way my attitude towards life has also changed. I’ll never forget the words of a friend of mine who is 30 years my senior

The increased growth of the OOH segment is a result of the excessive supply in other market segments, such as TV and digital, i.e., online and who told me that life is filled with idling and that every moment should be utilised and filled with things of value. I draw energy from the new memories that I create, and those are memories of the new people I meet while scuba diving and during occasional canyoning excursions. These are special pleasures that fulfil me and leave me feeling capable of shifting all other boundaries. I’m additionally motivated by my role as a trainer and coach, because I feel good when helping others to find their own sources of energy and shift their focus from things that drain their energy to things that are really important and make life more beautiful and fulfilling.

Empowered Women 2021

Business

NEDA ÐOKIĆ, Managing Director, HEINEKEN Serbia

Leadership Is Vision, Boldness,

Connection & Authentic Inspiration

As a global company with operations in over 70 markets, HEINEKEN uses the power of diversity and entrepreneurial spirit to create an inclusive environment where everybody feels they belong and have equal opportunity to contribute

s Đokić says she would love to leave a legacy in this role, one of developing people’s capabilities and careers where they all work in a positive, encouraging and fun working environment, making HEINEKEN Serbia the most desirable place to work and renowned for creating future leaders.

You are the first managing director in the HEINEKEN world to come from Serbia, which represents both a great success and a great honour. Does this fact make you feel great responsibility? Taking the role of Managing Director at HEINEKEN Serbia presents a great privilege and honour, which definitely comes with a lot of responsibility, despite gender and county of origin. In this role, you realise quickly how your influence and decisions steer the company’s performance. And even more importantly, how you can steer the mood of the organization and impact the lives of people by creating a positive working environment with great learning and development opportunities, so that all the teams leave the work with smile. 16

Empowered Women 2021

You have gained a wealth of international experience within the commercial sector and forged an impressive career in marketing. How much does running the company differ from anything you’ve done previously? Every new position outlines our growth and shapes us personally. Success is when you develop throughout these changes not only in terms of broadening your knowledge and capabilities but also in terms of expanding personally, as each new experience enriches you. In essence, I believe that your work style and ethics remain unchanged, you lean on your strengths. I am still learning about the role of Managing Director, howe-

ver, I believe that your focus on strategic thinking is greater, so as to create a vision that advantageously guides all business operations ensuring that the company achieves its long-term goals. One focuses on inspiring others to deliver, whilst building a strong stakeholder network essential for the organisational functioning and moving forward. Equally important is to be surrounded with the right senior management and people that share the effort to create longterm legacy of excellence, success and innovation. What are your plans, dreams and desires as you enter this new phase

of your business life? What can your team and employees expect from you, and what will your focus be in strengthening HEINEKEN’s leadership position in Serbia? What are you looking forward to in particular? Being a leader within the category makes you responsible for its further growth and comes along with the obligation to ensure its a long-term potential. Responsibility is the flagship of our commitments. We believe in moderate drinking by placing our efforts to support, build awareness and educate people. HEINEKEN employees are ambassadors for our moderate consumption agenda with sincere faith that we should lead by example, promoting it throughout our entire brand portfolio. We also take great pride in being responsible towards the world and nature, constantly improving our practices in this respect. Taking the utmost care on the safety and highest quality of all our products with no compromise, staying open to our consumers’ needs, partnering together with Government, our customers and all our stakeholders – all reflect our company’s purpose. I would love to leave a legacy in this role of developing people and their careers, where we all work in a positive, encouraging and fun working environment, thus making HEINEKEN Serbia the most desirable place to work and the company renowned for creating future leaders. Being

able to inspire people’s careers goes beyond anyoneone’s tenure. Creating lasting and positive impact on the community where we operate presents a base for the category to be recognized, appreciated and embraced by everyone, no matter their choice of brand. Lastly, ensuring HEINEKEN Serbia is highly visible in the HEINEKEN worldwide. What makes women such good leaders? Could it be precisely because they are constantly striking a balance between their family life and all of their professional obligations, deadlines, pressure etc.? My belief is that good leaders are not defined by gender. Men and women make equally good business leaders. Inspirational and impactful leadership is more about

Being able to inspire people’s careers goes beyond anyoneone’s tenure how bold you are in your vision, ambition and decision making, about your devotion and commitment to the role. It is about connecting with the people and business. As well as your ability to be empathetic and sense the mood of the organization along with the external world to ensure that you are always relevant. In the end, I trust that capability, talent, competence, the right attitude and shared values do not favour any gender.

Do you believe that nothing is impossible if you love what you do or do what you love? Absolutely! When you love what you do motivation and drive are much greater and you stay persistent until you succeed. Do you like football and a good night out? How men react when you tell them that you work for HEINEKEN/ beer company? Well, I live with three guys, my husband and two sons, one of whom is greatly passionate about football and has been training since he was very young. Therefore, in my home, football is often on the agenda, via either TV screen or watching my son playing it. As such, I know a few things about the game… and I can vouch that for the full experience, you absolutely need a cold HEINEKEN®. When you share that you work in HEINEKEN company, it definitely creates a lot of excitement and talk about the beer, along with enjoyment and fun. It is without any doubt that many men would love to be a part of HEINEKEN company. I can affirm by own example, that there are many very aspirational roles for a female as well, since the brands are stimulating and cool whereas the company culture is very warm, open, inclusive and enjoyable. At HEINEKEN Serbia, the key to our success is an open secret – it lies with the great people who work here & to whom we are proud to offer fantastic opportunities for growth.

Empowered Women 2021

Business

Concept Of Quality,

Elegance And Luxury

Novi Dorćol is a unique project in Belgrade’s inner-city zone that preserves within it the priceless architectural heritage of the Platnara building, dating back to the late 19th century. This building will be transformed into an exclusive restaurant that will stand at the heart of this most modern residential and business complex

ompany Deka inženjering’s business policy is for the buyer to be able to take possession of their real estate as soon as possible after making their initial down payment on a property. The company thus shows its respect for those who have placed their greatest trust in Deka inženjering – in purchasing a property where their family will spend their life. You’ve just completed the first phase in the construction of this modern residential and business complex that’s being developed with a view to examples that can be found in world capitals like New York and London. Could you present the Novi Dorćol project to us? It was in July 2021 that construction of the first phase of the project was completed, which includes approximately 45,000m2 of residential and business space in one of Belgrade’s most beautiful neighbourhoods, Dorćol. It required 18 months to complete the construction of 225 apartments, 15 retail units, an underground garage with 450 parking spaces, a restaurant and a wellness centre, with all works completed within the planned deadline, despite the situation with the coronavirus pandemic and the many challenges confronting us in the construction industry today.

Empowered Women 2021

DUŠICA GAKOVIĆ, Project Lead, Deka inženjering Just like our previous ‘A Block’ project, with which we brought new materials to the market and raised housing construction standards, Novi Dorćol goes a step further in terms of the comfort and quality that it provides for its tenants. The complex is secured with 24/7 video surveillance, while every apartment is equipped with a video intercom. Ample parking spaces are provided in the underground garage, a section of which is equipped with electric vehicle charging stations with their own meters. In addition to a closed yard for tenants, a swimming pool, gym and spa centre, the complex’s ground floor also boasts a supermarket, cafés and other facilities providing the services that are required for a comfortable daily life.

We are particularly proud of the conceptual solution architecture, with which we’ve ensured that open views of the surroundings are provided from the apartments, while the upper floors provide fantastic panoramic views over the city. The complex itself exudes monumentality and elegance, while the first noticeable elements are the high-quality materials and precisely executed details. I can state unreservedly that this project could hold a prime position in any world metropolis, and that – with the construction of the Novi Dorćol complex – we’ve taken a great step in advancing the construction industry in Serbia. The first phase of the complex took 18 months to construct. When do you

expect to be able to complete the even bigger second phase, which will include 347 apartments and nine retail units? Despite all the difficulties – labour force shortages, rising prices of materials and shortages of certain materials on the market – we completed the construction of 45,000m2 in 18 months, which would be a serious success even under normal circumstances. That was just one of the challenges that we’ve being facing in this industry – works at our construction site were executed over three shifts per day during the general pandemic and the declared state of emergency in the country. Your aim was to preserve that which is most valuable in the complex, while you didn’t want “new architecture to imitate the past”. Are you satisfied with the way your vision has been realised? Novi Dorcol is a unique project in Belgrade’s inner-city zone that preserves within it the architectural heritage of the industrial era of the late 19th century, which is a rare occurrence in Belgrade. The Platnara building, which stood at the centre of the textile industry of the then Kingdom of Serbs, Croats and Slovenes, occupies the frontal position towards Venizelosova Street, with the residential complex developing around it. This building has been fully preserved and reconstructed and will be transformed into the authentic space of an exclusive restaurant. Segments of the wall of the old warehouse have been extracted and incorporated into the ground floor of the restaurant, thereby forming – together with the Platnar building – a unified architectural unit. The pillars of the former factory have also found their place in the complex, as freestanding columns in the area of the green plateau intended for tenants. The bust of David Pajić Daka, the national hero who gave his name to the lift factory that was located on this site after World War II, will have its place at the entrance to the complex. The combination of tradition and antiquated industrial architecture, old bricks and new materials, is what makes Novi Dorćol an authentic and unique project. We are very proud to have created a modern residential and business complex around the old Platnara building and that we’ve found a new function for this peculiar monument

of architecture that’s complementary to contemporary residential construction. Your buyers don’t settle for anything less than top quality, comfort and security. Does this mean that you’ll continue raising the bar? The buyers of apartments in new buildings are seeking top quality. They’re entering a

Open views of the surroundings are provided from the apartments, while the upper floors provide fantastic panoramic views over the city new apartment and that’s a new beginning. Our mission, as an investor, is to offer our customers state-of-the-art materials – from façades to the finishing touches within apartments. We select the best and always upgrade the final product. In our Novi Dorćol apartments, façade openings at a height of 240 cm create an apartment that’s filled with light. A ventilated façade covered with large format ceramo-granite tiles, air conditioning units hidden above suspended ceilings, blinds that can be adjusted to either create shade or darken the apartment completely – these are just some of the elements that exude elegance and luxury, while also contributing to quality of life here is the close proximity of the complex to schools, colleges, museums, theatres etc.

Although I couldn’t make an assessment over whether women or man are more demanding when it comes to buying a property, because that depends on the person and not their gender, I do know that, in the case that the apartment is intended for a family, it is mostly the women who decide on the choice of living space. To what extent do Novi Dorcol’s apartments and retail units correspond to the needs of the contemporary family? In addition to the retail units on the ground floor, which will house a supermarket, café, pharmacy, cosmetics studio and beauty salon, we’ve also built a wellness centre that boasts a swimming pool, gym, saunas, a salt room and massage rooms. The aim was to enable tenants to return home to the complex after a hard day’s work and relax in the wellness centre. Another novel introduction with this project is the smart apartment, which enables remote control of basic apartment functions, such as heating, large energy consuming devices, the central water valve, window blinds and similar functions. The smart apartment is already a standard around the world and, alongside comfort, it also provides savings in terms of energy use. Organised complex management and maintenance, reception, video intercoms, lifts that are connected to a diesel generator, electric parking spaces in the underground garage – these all represent features of a complex that follows and corresponds to the needs of the modern lifestyle, while providing maximum comfort. Demand is currently exceeding supply when it comes to high-quality construction, which is why prices have been on the rise for years. Do you think this trend will continue or are we awaited by the stabilisation of the market? There is an extensive but very diverse offer of newly constructed apartments. The final price per square metre is determined by elements that include location, additional contents/facilities, management and maintenance, project quality, modern materials and other parameters. What is certain is that buyers recognise quality and that there is constant growth in the value of modern-designed apartments in good locations, provided top quality materials are used.

Empowered Women 2021

Business

ANJA IVANA MILIĆ, Arhi.pro Co-Founder and CEO

The Female Approach

To Business Is Masterful Company Arhi.pro celebrates its 20th birthday in 2022, and it does so as one of Serbia’s largest private engineering companies, with five offices in three countries, clients from all around the world and approximately 200 employees that include top tradesmen, architects, designers, civil engineers, mechanical engineers and electrical engineers

s a recipient of the Cvet uspeha za ženu zmaja [Flower of Success for a Courageous Woman] Award, which is presented to the best female entrepreneurs by the Association of Business Women in Serbia, Arhi.pro Co-Founder and CEO Anja Ivana Milić believes that the secret to great success lies in the entrepreneurial spirit or the energy of leaders and good managers, regardless of gender. What did Arhi.pro’s beginnings look like? Every entrepreneurial beginning is the story of an opportunity that’s recognised and utilised to launch one’s own business. The opportunity for me to be the select architect of an international corporation, back in the year 2000, led to the 2002 establishing of a company that has been offering the same

Empowered Women 2021

palette of services for the last 20 years. The chance that then emerged to recognise the future in design & build services led to my husband and I – with our different but compatible vocations for integrated design in construction – creating Arhi.pro in partnership. With me as an architect and him as an electrical engineer, we offered the market architecture that, from the original concept onwards, takes into consideration the engineering approach to creating properties for life or work. Do strength of teamwork, exchanges of ideas, symbiosis, the reciprocal influence of associates and respect for diversity represent the elements that have made Arhi.pro a successful company? With the founding of the company, I aban-

doned the idea of being an architectural studio with a single author’s name and opted instead to draw strength from a professional team. Today, 20 years on, we are a recognisable brand on the market and home to a great team, as well as standout individuals in the profession. The synergy of brand, team and individual represents a great advantage when it comes to securing major jobs. Building a team is a process and I’m very proud that this year we are presenting many employment-anniversary awards in recognition of 10, 15 and even 20 years of work at Arhi.pro. Doyouagreewiththenotionthatwomen are “the driving force behind the implementation of sustainable development goals and virtuosos when it comes to converting challenges into opportunities”? Women who have the courage to take risks, and to contradict clichés suggesting that they cannot lead but should follow, are special and cannot be the rule for the female gender as a whole. I don’t agree with the notion that

women are the driving force because they aren’t, just as all men aren’t the driving force and virtuosos who lead to great success. I would certainly dub the female approach to business as being a virtuoso approach, because we are fine artists who have a refined ear for the needs of individuals, their team and clients. We have a sixth sense that constantly gives us some superior knowledge that’s useful for making decisions, while we have a homey approach to finances and are better at micromanaging and multitasking. The male principle is often macro-management and is bolder. They are more prepared to enter into challenges without a clear algorithm for how to overcome them; they build works more on the basis of connections, while we do so more on the basis of merit. I like both styles and both principles, and I’m sure the ideal tandem is composed of two excellent managers of either sex.

I hope we will find the right ratio if local authorship is returned to our architects, because - from a regional perspective - we’ve become a mecca for foreign authors, while our own architectural design companies only participate in engineering development. Construction companies disrupted the harmony of the city back in the 1990s by hiring the cheapest draftsmen for commercial buildings in Belgrade, only for that to have now started

Are your employees also the company’s greatest asset? The company’s greatest asset is every loyal, high-quality and dedicated member of the team, whether they’re highly educated or not. Assets are those for whom you can “put your hand to the fire” that they will do a job on time and to the highest quality. Banks evaluate our worth according to what we own in terms of real estate, movable assets and contracted jobs, but I would like human resources to be equally included in that evaluation, because we have superior value in that regard.

There is no art in mass construction, especially under tight budgets… There is no place for aesthetic and technological flair in that

There is more construction going on in Serbia today than ever before, which also has its downside. Do you have the impression that the battle for more square metres has turned into the ruination of urban development and the collapse of aesthetics? There is no art in mass construction, especially under the kind of tight budgets that are allocated by all investors who build in our country. There is no place for aesthetic and technological flair in that. The battle for more square metres must really be limited to decent and indecent measures for certain environments. I think that has now also been acknowledged by many of those who previously opted for such calculations.

with these large complexes that are currently under construction. The battle for profit revolves around low-budget architecture, while the price is determined by location and not the aesthetics of the building, which only creates an insignificant difference in price. You have amassed a portfolio that includesnumerousbuildingsandcomplexes,as well as many of the most varied residential and commercial interiors... What aspect of the work do you like the most? Where is your personal stamp most visible? Corporate architecture has been my determining factor for two decades, with examples such as the Société Générale administrative building and the Navigator 1 building, both in New Belgrade, and the new Green Escape complex that’s currently under construction in Bežanija. We had an exceptional authorial experience with the successfully implemented Lavender Bay complex in Morinj [Montenegro]. When it comes to interiors, I would single out Envoy Hotel in Belgrade’s Čika Ljubina Street, while there

are also restaurant interiors, such as those of Druga Piazza, Le Molière, Diverzija Bars etc. When it comes to large regional projects in particular, first place belongs to Porto Montenegro in Tivat, where we’ve already spent 14 years as leading architects and local consultants on a project that led to us developing the concept of renowned international authors. Likewise, we are also the leading designers of the Belgrade Waterfront’s Galerija shopping mall and the One & Only Portonovi hotel in Kumbor [Montenegro]. Youareoneofthefounders,management board members and executive board president of the Society of Women Architects. How do you view the position of women in architecture? Do you have any advice for your young female colleagues? I was essentially the instigator of the idea of founding the Society of Women Architects, which has brought together 24 women from the profession. We have spent five years working actively to promote the talent of women, raise the visibility of women in the profession and promote their achievements. After many years as a member of associations that encourage women’s leadership and expertise, my idea was to launch the same kind of organisation in my own profession. Women are much more numerous in architecture studies, while they also represent the majority working on the development of projects in studios, but they are still in the minority as authors and principals of architectural practise. With the Society of Women Architects, our desire was to uncover the reasons for this and encourage change. I don’t have a unique message for my young female colleagues, which is why I invite them to contact the Society and ask us about everything that interests them. There are many of us and we are experts in various specialist areas, so they will always receive the right answer and advice from us. I would advise girls who are just deciding whether they should study architecture to reassess their tenacity and stamina, because the road from concept to construction is a long and arduous one. The most important thing is for them to know that, like any other profession, architecture is beautiful and nothing is difficult when you love your job.

Empowered Women 2021

Business

MIA ZEČEVIĆ, CEO, Novaston

New Areas Of Activity Bring Growth Novaston is an independent real estate, asset and property management platform that today deals with both the maintenance of properties and marketing. As of this year, its focus has shifted to the business and logistics sector, both in Serbia and around the region

he office space market is stabilising, while growth is being recorded in rentals of flexible office space at multiple locations that employees can utilise as needed, reveals Novaston CEO Mia Zečević.

Has your prowess for adaptation proven to be the key to the company’s success? The Novaston platform is evolving, and our teams of experts, who have both domestic and international experience, apply modern technologies and solutions while taking an individual approach to each client. We are currently very active on the project to develop the future premises of the Schneider Electric Development Center in Novi Sad, while our own Novaston Asset Management is the exclusive leasing agent for the attractive “Revolution” business premises, covering an area of approximately 10,000m2 and being constructed by Granit Invest in the Vračar neighbourhood. We’ve also directed special attention towards a large project in Croatia – 255 villas in Istria, where 22

Empowered Women 2021

we’ve been engaged in the setting up of the entire system - asset, property and facility management and organisation, including marketing. At the same time, we remain among the leaders of the retail parks sector through our cooperation with companies IMMOFINANZ, NEPI Rockcastle, GTC, Ikea etc. It is precisely these open-air shopping centres that have best adapted to the “new normal”, thanks to it being easier for them to implement health measures. Interestingly, retail parks have an average share of 5% on Europe’s retail market, mostly in the north and west of the continent. When it comes to our country and region, this market has not been oversaturated and the importance of retail parks is set to increase. Similarly, due to the natural connectivity between all sectors of the real estate industry, increasing consideration is being given to combined solutions of retail parks that have rentable business premises or residential units above them. Despite the protracted crisis and pandemic, the real estate market has proven itself to be very resilient. Is there room for further expansion? During the first half of 2020, a certain standstill was reached in the renting of business premises. It was also then that a slowdown was recorded in the dynamics of construction, i.e., the completion of projects, and a problem also arose in the final approval of financing for projects in the final pre-construction preparatory phase. Until the outbreak of the pandemic, this sector was developing very dynamically in

Serbia, with a vacancy rate below the level of 5% and leasing prices at a record level. When it comes to logistics, both in our country and around the region, an insufficient number of industrial and warehouse premises are available in the most desirable locations. A combination of high demand

We remain among the leaders of the retail parks sector, through our cooperation with companies IMMOFINANZ, NEPI Rockcastle, GTC, Ikea etc and supply chain problems, coupled with rising costs of construction materials and energy, is leading to the constant growth of rental prices for logistics space. Is the pandemic causing investors to turn to facilities that are “safe for work”? After the initial redirecting of employees to work from home, this year’s trend is one of returning to offices and a “combined model”. It turns out that employees want to spend at least two days a week in the office, in order to strengthen their company culture, cooperation and networking. Changes are inevitable and the future concept of offices will take into consideration the effectiveness, technical standards and accessibility of the location, but also the obligation to offer additional advantages, like sophisticated digital solutions for contactless communication, and satisfy environmental standards.

“You don’t have to play masculine to be a strong woman.” ~ Mary Elizabeth Winstead, actor

Empowered Women 2021

Business

Leading Ladies

Paving The Way MEET THE THREE WOMEN BEHIND THE REGION’S FIRST ONLINE AND DIGITAL BANK Vanja Stanković, President of the Mobi Banka Board of Directors and Telenor CFO, Marija Popović and Milka Rajčević, Mobi Banka Executive Board Members

Achieving gender equality in the workplace may be a slow process, but some outstanding companies are paving the way and leading by example in this area. One such company is Mobi Banka, where women account for 71% of all employees and exceptional women head the company at the operational and strategic level of business

here are three women standing behind the success of the first online and digital bank in the region: Executive Board Members Marija Popović and Milka Rajčević and President of the Board of Directors Vanja Stanković, who is also Telenor’s chief financial officer. In this joint interview for the Empowered Women special edition, we asked the three of them about the challenges women face in the business world, the changes ahead of us and the lessons they’ve learned in their careers.

Empowered Women 2021

What challenges do women face in the business world and how does your company deal with them? Vanja: There is a critical need for women to be more involved in the digitalisation of the workplace. Machine learning, artificial intelligence and programming are growing sectors where women account for only 22% of professionals and where the gender gap is three times greater than in other industries. At Telenor, we take pride in being a welcoming environment

for women in tech. A total of 59% of our employees are women, while 51% are included in our management. Still, this is an ongoing process and we continue to work on many aspects of our business, to make it even more attractive to young women. Telenor this year [2021] organised a hackathon for girls with the aim of empowering future generations to step into the field of computer engineering so that they can be equally represented in the technological fields of the future.

Marija: One of the key challenges that women face today is shared by many men, and that is combining a successful career with family life - especially for parents of young children. Most companies have returned to the office at a full or reduced capacity, but women continue to take on much more family management responsibility. I believe it is necessary to provide as much flexibility as possible for employees with children, which we very much do at Mobi Banka. Milka: The pandemic has had a very negative impact on the issue of gender equality around the world. According to the latest estimates, women lost more than 64 million jobs in 2020 - a staggering five per cent of all jobs done by women. This crisis has cost women around the world at least 800 billion dollars in earnings, which is a figure that exceeds the total GDP of 98 countries. At Mobi Banka, we are proud to say that we haven’t fired people because of the pandemic. On the contrary, we hired over 130 people last year - mostly women, who now represent 71 per cent of all employees. Have working conditions for women improved in some respects? Marija: Definitely! But only because the business arguments for it are getting stronger. Companies that are actively involved in gender equality make better decisions and have greater long-term value. A commitment to inclusion and improving the work-life balance also significantly helps organisations to attract and retain the highest quality staff. Vanja: I agree with Marija. Policies such as flexible working hours, teleworking, maternity and parental leave benefit all workers, and lead to sustainable productivity growth over the long run. As we say at Telenor – Live your life. We’ve got you covered. Milka: It is essential for the conversation about equality to be reshaped and moved from an issue of gender to the field of economics. Women make up 51 per cent of the population of Serbia, yet only 44 per cent of the workforce. The reason for this is the lack of role models for girls. If we don’t see successful women around us, it is less likely that we will strive for success ourselves. The presence of

women in leading roles in society, and the possibility of connecting with them, is vital for motivating young women. What positive changes would you like to see in the world of work in the near future? Vanja: I would like to see more companies contribute positively to the communities in which they operate. In addition to better public relations and greater customer satisfaction, the data suggest that strong CSR programmes can also lead to improved financial performances. People want to be part of an organisation with which they share common values. So, successful companies of the future will combine the values of the organisation with the values of their employees, in order to be more visible on the job market. Milka: One of the positive changes we are already seeing is the popularisation of the hybrid work model. Finding a balance is easier when employees have more control over their schedule and can take care of responsibilities in their personal lives - whether it’s running errands, picking up children from nursery school or going to the dentist. Marija: I would like to see better support for young families – especially in the preschool years. My husband and I have two children that are now in school. Those early years of raising babies and young children while building our careers were very exhausting. These are the circumstances under which we often see promising young talents, mostly women, withdraw and fall short of realising their full potential. What advice would you give to young businesswomen who are at the beginning of their careers? Marija: Get to know your strengths, skills and limitations. Just being good at your job is not enough. It is also important to be resourceful. Take the initiative. Be proactive. If you see something isn’t working, take the initiative to fix it. Take risks, make mistakes and learn from them. Milka: Don’t just sit quietly in meetings, talk! Make an effort to contribute to every meeting you attend.

VANJA STANKOVIĆ

MARIJA POPOVIĆ

MILKA RAJČEVIĆ Don’t be afraid to ask important questions: what’s the downside if we don’t do anything; how much will this initiative benefit us; have we assessed alternative solutions? Vanja: Have the confidence to take more risks, even if it means you could stumble along the way. In my experience, that is when you learn and grow the most. Seek big tasks, even if they take you out of your comfort zone. Each risk leads to more opportunities for personal growth and professional development.

Empowered Women 2021

Interview

Women Must Take

Responsibility For Their Careers

VIOLETA JOVANOVIĆ, Executive Director of NALED and President of Ethno Network To continue reducing the gender gap, a joint effort by all actors is needed: the state, companies, politicians, the media and women themselves, who should take responsibility for their careers and present the results of their work to the public without hesitation, something they often leave to men recently adopted law on gender equality is an important incentive for achieving equality and gender balance, which encourages an increasing number of women to take on leading positions in government, parliament and local government”, says Jovanović.

f you Google the name Violeta Jovanović, executive director of NALED and president of Ethno Network, you immediately see the portal Women’s Government, which contains a database of about 1,500 professional women in Serbia. We asked Violeta how much closer we are symbolically and realistically to what this platform advocates today: equal respect for women and their ability to lead the most

Empowered Women 2021

demanding departments in all spheres of social life. “In recent years, concrete progress has been made in improving gender equality in Serbia – a coordination body and the institution of an ombudsman for this area have been established, good practises such as gender budgeting, programmes for the prevention of domestic violence and strengthening reproductive health have been introduced. The

You lead an organisation that over time has become the right hand of the Government of Serbia in many reforms. Have you ever been told that a man would do your job better? At the beginning the job was almost nonexistent because the organisation needed to be built from the ground up. Today that is simply not an issue because NALED’s success has a strong stamp of capable and smart women. As the first employee in the organisation, I am proud that in its 15 years of existence, NALED has grown into one of the most recognisable and successful associations and think tanks in Serbia, and an unavoidable partner of the Government in key reform processes.

EQUALITY

SELF-CONFIDENCE

SUPPORT

It is important to work on policies that value men and women equally and mentoring and empowerment programmes to boost their self-confidence but also their skills to start a business

Women must believe in themselves and their abilities work hard and make independent decisions for which they take responsibility according to their function and before the law

The low level of participation of women at the head of companies and local governments in Serbia results from the lack of systematic support for working mothers from institutions, but also in families around joint parenting

As an advocate of the programme for economic empowerment of women, I especially emphasise NALED’s support for the 1000 Women Initiative and Ethno Network, which has enabled hundreds of women to be trained and empowered to build their handicraft skills and create their own jobs, creative business from which they generate income, after years of unemployment and exclusion from the labour market. More importantly, with this action, we have restored the importance and status of handicrafts as bearers of our identity, and women as the custodians of cultural heritage. Although you lead NALED, there are still many more men than women in the governing bodies of the organisation. Why is this so, and what internal policies do you pursue to achieve equal gender representation at all levels of management? NALED always strives to lead by example and live gender equality in practice, because most of our team consists of aware women who are ready to stand up for themselves, but also to support each other. We emphasise good role models and we try to help our colleagues at the beginning of their careers to network and build self-confidence as a foundation for achieving equality. One important element of equality in society, as in NALED, are the men who, together with their female colleagues, achieve the results of the largest public-private association in Serbia. It is true that in the structure of NALED’s governing bodies, there is a marginal participation of women who lead companies and local governments in Serbia, not enough to encourage participation because we must all work together as a society. Where is it harder for a woman to make a career, at the local level or in Belgrade? How much are local gover-

nment members of NALED interested in fostering gender equality? The consequences of traditional upbringing and patriarchal society are mostly suffered by women in the countryside and villages, but they are also felt by educated and employed women who are expected to be the predominant carers for family and children, which limits their progress towards equality. Psycho-social support

I am proud that in its 15 years of existence, NALED has grown into one of the most recognisable and successful associations and think tanks in Serbia, and an unavoidable partner of the Government in key reform processes. is often a neglected component in our society, although experts repeatedly point out that a lack of self-confidence mostly affects women to give up their ambitions. The state, and especially local administrations, can help through concrete measures such as increasing the number of state nurseries and lowering the price of private ones, flexible working hours to support parenthood, and campaigns to remove gender stereotypes and strengthen gender equality. In your programme, one of your main projects promotes a legal solution to enable women’s work, housekeeping or child and elderly care to be recognised and for these women to receive at least a minimumofsocialandhealthinsurance. Is that enough, and do we need to offer thesewomenmorecompleteprotection? The unpaid work that a woman performs every day is a lot higher than the average salary in Serbia. If the jobs that are assi-

gned to women were evaluated financially, we would see that each employee would earn 546 euros a month, or 6,550 euros net annually. At least 17,000 people work in household chores in more than 55,000 households, 90% of them are women, and at least half are engaged informally, without rights based on their work. Some of them have been informally engaged in cleaning for decades, which is usually their only source of income. With the extension of the law on hiring casual labour to jobs in this area, we would provide them with the right to a pension for the days they work, and insurance in case of injury at work, and in legal employment they would not lose their acquired social rights. We see such a solution as a transitional one to get them into legal measures and realise rights as workers, and the ultimate goal is certainly to gain stable employment and a secure source of income. Thanks to e-administration, we know today exactly how many people are vaccinated. How close are we to taking more serious steps in digitalising healthcare? Given the specificity and importance of the health sector, NALED formed the Alliance for Health in 2018, to work systematically on establishing a more efficient health care system both locally and nationally. This year, the Government of Serbia recognised our initiative, and today we have formed the Coordination Body for Digitalisation of Health, which is working with NALED’s support to introduce a single e-dossier that will follow a patient through all the institutions he visits. The goal is to enable e-SickLeave and e-Referrals, and reduce the waiting time for healthcare, to avoid repeating laboratory tests and returning to the base doctor for new referrals, and to connect key actors in the health system, especially the public and private health sectors. The programme is complete and

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Interview from 2022 we will launch its implementation together with the relevant institutions. How much have we managed to maintain the momentum of the digital transformation that the outbreak of the pandemic forced us to accelerate? Concerning the digitalisation of public administration, the data indicate that the public and businesses are satisfied with what has been done so far. According to a recent NALED survey, as many as 83% of people and 84.5% of companies are satisfied with existing e-Government services. Every novelty in the procedure is a challenge because it requires a change in the behaviour of those who need to apply electronic procedures. Almost 60% of people and businesses recognise that it is faster and easier for them to perform administrative services via the Internet, which means that they accept changes much faster than officials, especially older ones, with whom we work through training to recognise the benefits of working in a new environment. For example, NALED, in cooperation with GIZ and the company SAGA, launched a virtual assistant service in Sombor and Šabac, which takes over communication with inhabitants about the necessary steps and documentation for going through certain procedures. We believe that officials who have spent a lot of time just answering questions will soon see how 28

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As an advocate for women’s economic empowerment, I can especially emphasise NALED’s support for the 1000 Women Initiative and Ethno Network, which has empowered hundreds of women to build their handicraft skills and create their own creative business from which they generate income much this technical solution helps relieve their workload. Businesses are also adapting to technological changes, so we can already work with many of them on the introduction of artificial intelligence, blockchain and other new technologies in business. With Philip Morris International and with the support of the Government of Serbia, at the end of 2020 we launched the StarTech project in which we want to support innovators to develop their ideas. During 2021, we awarded the first 29 grants to Serbian companies, and by 2023 we will support about 100 companies with the goal of digital transformation of our economy. Some recent research suggests that small and medium enterprises, which

were not keen on changing the way they work, have now woken up and are moving much faster towards introducing various e-services. What can you tell us about this? In a survey we conducted in the business community, every second business leader preferred eServices to perform administrative tasks, while more than 80% positively assessed the whole process. When we talk about businessmen and traders, the dominant need at the moment is the development of online sales, which is shown by the fact that the number of shops and companies that sell products through their sites has increased sevenfold. To support especially small businesses in their efforts to modernise and keep pace with world trends, we launched a digital caravan in cooperation with the government and with the support of the British Embassy. This will visit 500 small businesses in five cities in Serbia to help them develop online sales, introduce cashless payment and increase their visibility by registering on Google Maps. Also, with the German Development Cooperation GIZ, Visa and Mastercard and in cooperation with the Ministry of Finance, we have launched the National Cashless Payment Initiative, by which we want to equip up to 25,000 points of sale with devices or software solutions to accept non-cash payments to gain new customers and improve their business.

Wood Is Our Shared World

Austria’s JAF Group is present at 59 locations in 18 Central European countries. Headquartered in the town of Stockerau near Vienna, JAF Group is the leading wholesale supplier of wood and wood-based panelling materials, and its operations in Serbia are led by general manager Melanija Pavlović, together with her team

rior to taking the helm at JAF, Mrs Pavlović ran a company that engaged in the production and sale of materials for interior finishes in construction. She believes that, when a person matures as a manager, changes, constant learning, improvement, and thus also advancement, are inevitable.

When and how did you become part of this great and beautiful story that’s known as JAF? JAF has been operating in Serbia since 2008, with its headquarters in Nova Pazova and a showroom that opened in New Belgrade in 2019. I’m an architectural engineer and spent years developing my career in the trade in construction materials and systemic construction solutions. I

joined the JAF team in June 2019. It was a special challenge for me to enter the world of wood and the furniture industry, but also equally an opportunity to dedicate myself to wood, wood products, furniture and interior design. Our company’s credo is “Wood is our world”. Prior to taking on the position of general manager at JAF, I was the director of a company that engaged in the production and sale of materials for interior finishes in construction. When a person matures as a manager, changes, constant learning, improvement, and thus also advancement, are inevitable. By accepting this position, I decided to direct my career towards the furniture industry, whilst still also remaining closely connected to the construction industry. Is it your wide range of products and top service that ensure you remain at the very top in all the countries where JAF operates? A small family business, the owner of a sawmill, which initially began with the work of processing logs, grew to become an international group and Central Europe’s leading wholesale supplier of wood and wood-based panelling materials. The clear vision of the founders, coupled with a homely approach to doing business, have contributed to JAF customers seeing the company as a reliable partner who, always and at every moment, offers them good and well-delivered services, with an exceptionally wide range of products: plywood, veneers, timber construction, panels from OSB, raw chipboard, MDF etc. And not only that: JAF is always customer-oriented and our aim is to have close relations with the customer.

Business

MELANIJA PAVLOVIĆ, General Manager, JAF d.o.o. Nova Pazova

Customers see JAF as a reliable partner who, always and at every moment, offers them good and well-delivered services, with an exceptionally wide range of products As an architectural engineer, an expert on construction materials and a woman who monitors trends, could you tell us what interior designers are most often choosing? The trends for 2022 are timeless “natural concrete”, grey tones, wood décors in all shades, structures, imitation wood and Scandinavian white, or the Scandinavian style that is characterised by many simple forms. I also mustn’t forget something that’s been trending for the last few years and remains very current: marble décor, in all hues, colours and large format panels. Also trending will be compact panels for furniture, tables in hospitality venues and compact panel façades on substructures.

Empowered Women 2021

Business

JELENA TADIĆ, Executive Director, PPP Investment

Public Private Partnership Value For People

Serbia has become a leader in the region in the application of the PPP model because we were capable to recognise that we live in a time of enormous challenges in the financial and economic sense, but also in terms of preserving human health and the environment. As existing public resources are not enough to meet all the challenges, we have placed more confidence in private capital

he European PPP Expertise Center (EPEC) and the UN Economic and Social Council (UNECE) have published new manuals for the implementation of PPP projects. According to Jelena Tadić, they overcome the previous weaknesses in the implementation of PPP and define the methodology for evaluating PPP for the goals of sustainable development Today, more than ever, we need private initiatives and the use of private

Empowered Women 2021

capital to overcome challenges in the public sector. Is a public-private partnership the right model for this? Combining the public with the private sector in the right way, especially through a PPP model, creates additional value for both public and private partners in terms of reducing public expenditures, making transparent profits for private partners, increasing the quality of public service,

In practice the PPP model has shown the need for continuous development, and the legal and procedural framework has to follow these changes caring for the environment and especially satisfying end users. In practice the PPP model has shown the need for continuous development, and the legal and procedural framework has to follow these changes. International financial institutions provide a high-level framework for conducting public-private partnership procedures and facilitate states in preparing the legislative framework. Is Serbia far ahead of other countries in the region in terms of public-private partnerships? Serbia is definitely the leader in the region in applying the PPP model. Some data show that according to this model, we have invested about three billion euros of private capital in projects that serve to overcome public challenges. More and more local self-governments in Serbia are

showing interest in this type of project, in introducing order, especially in utilities, and in providing high quality services for taxpayers’ money. Does the essential value of the PPP model lie in saving money that can be used for everyone’s benefit? When analysing the potential of PPPs to promote sustainable development, it is important to keep in mind its limitations and advantages. In order to achieve a social value above their economic value, public-private partnerships must be “fit for purpose”. Through years of development, public-private partnerships have gone from a mere funding tool to an instrument that provides “value for people” and “value for the planet”. Since time immemorial, women have known how to distribute the household budget, how to save and how to make two dinars from one. Does this also apply to women in public-private partnership projects? PPP’s investment team is dominated by women. Some with extensive experience in various projects, and some at the beginning of their careers. The common feature of all women in our team is dedication, enthusiasm and professionalism. When you have these qualities, success is guaranteed in any business you do. Of course, there are many women in other companies, institutions, who are working on the same or similar tasks, with whom we are happy to cooperate and who make a great contribution to the development of PPP models in Serbia.

ublishing company BIGZ školstvo is the inheritor of a tradition dating back almost two centuries – from the 1831 founding of the first state printing house in the then Principality of Serbia, which developed over many decades and ultimately, by 1970, had grown to become the Belgrade Publishing-Graphic Institute (BIGZ). The core business of BIGZ školstvo today relates to the publishing of textbooks. The development of the highest quality textbooks and teaching resources for pri-

Synonymous With Good Books mary schools includes, first and foremost, the participation of a large number of experts: authors and reviewers from various fields, copy editors, proof-readers, graphic designers and illustrators. BIGZ školstvo’s publishing production also partly encompasses literature not intended exclusively for students and teachers. Included among such editions is historian Uroš Milivojević’s book Supruge srpskih vladara iz dinastija Karađorđević i Obrenović [The Wives of Serbian Rulers from the Karađorđević and Obrenović Dynasties], which addresses a period of Serbian history covering a century and a half,

Business

Publishing company BIGZ školstvo is the inheritor of the Belgrade Publishing-Graphic Institute (BIGZ), one of the former Yugoslavia’s largest and the most prestigious publishing companies.The BIGZ name is synonymous with good books – whether those books cover scientific literature, fiction, journalism or historiography

viewed from the perspective of influential women. The author’s intention is to emphasise the importance of the historical role of these strong and distinguished women, thus correcting the injustice which has most often seen them – in a predominantly masculine view of the past – unfairly overlooked and left in the shadow of their husbands. The book is written in such a way as to represent interesting reading for a wide variety of readers – from historians and history lovers, to fans of biographical novels – because the destinies of this book’s heroines often surpassed the imaginings of even the most talented novelists.

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Business 32

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Business

“My mother told me to be a lady. And for her, that meant be your own person, be independent.” ~ Ruth Bader Ginsburg, Supreme Court Justice

Empowered Women 2021

Business

Bosch is one of the most important investors and employers in Serbia, a company that records exceptional growth and has been among the country’s 15 biggest exporters for years. Bosch is also known for offering equal development opportunities to members of both sexes and for its active and strong support to the development of women

ROBERT BOSCH D.O.O.

Bosch Encourages Diversity

JOVANKA JOVANOVIĆ, General Manager

Benchmark For Equal Opportunities

joined Bosch in Serbia 17 years ago to take on the position of general manager, at a time when Bosch was organised as a representative office with just 13 employees. It was a real challenge to be part of a high-tech, innovative company that registers more than 5,000 patents per year and employs tens of thousands of engineers of various profiles, but it was also a great pleasure that provides many opportunities to learn, advance and prove that you can also do something significant in your own country. Bosch in Serbia is today a company that records exceptional growth, both in terms of employee numbers and across operations as a whole, from production in the automotive industry, via services, including IT services in particular, the development centre in production, distribution of a wide range of products and participation in large, important projects. I’m particularly proud of the fact that this development was achieved thanks to the contribution of our team of 2,500 employees, consisting of an almost equal number of male and female colleagues, and the fact that a significant number of female colleagues also hold important leadership positions in all segments of operations. The culture of the company and its respect for diversity provides equal development opportunities for members of both sexes, and empowering and developing female colleagues is a special area of focus for the company. Within the scope of the Bosch Group globally, Bosch in Serbia stands out in particular due to the number of female colleagues in leadership positions, so we represent a benchmark in this area.

BOJANA ANDRIĆ, Commercial and Financial Manager

Creativity Is A Must

’ve been doing what I love since my first day at Robert Bosch d.o.o., and that hasn’t changed to this day. For a large organisation like ours to function, rationality isn’t enough, rather creativity is also required. Creativity is our personal stamp, which illustrates the character and personality of each individual. Every project or business challenge we face provides us with the opportunity for different forms of self-realisation, while creativity and experience help us to identify - easily and in an interesting way - the simplest possible solution and route to achieving our goal. The constant and continuous development of employees is the basic prerequisite for maintaining top results and satisfaction.

Empowered Women 2021

MILANA RADOVANOVIĆ, Group Leader Purchasing Quality Assurance

Abandon Your Comfort Zone

Work #LikeABosch

he goals that I set for myself provide strong motivation for a successful career. Motivation is something that drives me to work #LikeABosch. Apart from being driven by my convictions regarding what will bring me happiness in life, my goals are determined by the way I envisage the future. My desire to achieve, and my need to utilise my professional knowhow and abilities, contributed to me overcoming the greatest challenges to the development of my career. I wanted to be recognised for my professionalism. That’s actually why I’m in a leadership position as part of a Bosch company that values and encourages diversity. Bosch supports the development of women actively and strongly, by accentuating the characteristics of women in the best possible way and enabling women to abandon their comfort zone and show what they’re capable of doing. I’ve had opportunities to work with executives of both genders, but I’ve always admired the way women lead a job. When a woman is in charge, decisions are somehow made simply and quickly. The role of women in the business world has changed a lot over recent years. Women are increasingly interested in developing their careers. That’s why I believe we’re moving towards gender not playing any role whatsoever in business success, rather only one’s ability and competence to perform certain tasks.

DANIJELA ŠAROVIĆ, Department Leader for Business Digitalisation Organisation, Power Tools division

Equality Is Reality

s equality also your reality? In the case that it isn’t, I understand that it’s hard to believe that equality is our reality, because we have opportunities every day, through the media or social networks, to witness different cases of gender inequality. Every working mother encounters a large number of challenges and pressures on a daily basis, the overcoming of which mean her personal and professional success. The basic cause of all inequality, including gender-based, is unconscious prejudice (bias). The most common prejudice faced by young mothers when returning from maternity leave is the belief that they will not demonstrate the same level of productivity and efficiency as they did prior to realising herself in this wonderful role. Here employers have a key role to play in eliminating such prejudices and providing support. Diversity is part of our corporate strategy at Bosch and, more importantly, it is an active part of our daily work, and us employees feel that. Diversity and inclusion can be observed at multiple levels and, apart from gender equality, we also focus on age, international and diversity of the working environment. As the leader of an IT department that has more than 100 members, I also have a responsibility to apply this approach within my team, to create a culture of compassion and empowerment, to accept different perspectives and ensure the inclusion of all team members. I note with pride that our team has an equal number of male and female colleagues, and not only among team members, but also in leadership positions. Likewise, a fifth of the members of our department are aged under 25 and we have a great responsibility to be good mentors to them, but also an opportunity to learn from them. If you want equality in your workplace, you have the right to demand the respect you deserve and to act as if inequality doesn’t even exist, to practise the mindset that equality is reality.

IVANA NESTOROVIĆ, Product Testing Department Manager

Mutual Respect And Support

ngineers ordinarily usually become engineers because they like to make something, to construct and see a finished product as the result of their work. I have the satisfaction of seeing an entire manufacturing plant as the result of my work – the main and the largest Bosch plant for the production of windscreen wiper systems in Europe, located in Šimanovci. The initial team of around ten of us from Serbia, but also more experienced colleagues from Spain and Germany were scattered around Bosch’s European locations in order to gain our first experiences with Bosch and, more importantly, to acquire knowledge that we can transfer and implement in our own country. It isn’t difficult to achieve success with a good team striving toward a common goal, and the result is evident: from the ten or so of us to a plant that employs approximately 2,000 people; today we deliver our “Made in Serbia” products to all major car manufacturers worldwide (BMW, Audi, JLR, Audi, Stellantis, VW, Aston Martin, Ford, Dacia etc.). I often mention to my younger colleagues that I very much appreciate that the quality and content of my job at Bosch in Serbia, is the same as it would have been if I’d stayed to work in Michigan, U.S.A. The work in an international team, with mutual respect and support, in a technology-orientated company with a focus on quality – those are the key ingredients of our recipe for success.

Empowered Women 2021

Business

DR NATAŠA MRATINKOVIĆ, MND Dental

A Smile Reflects One’s Personality

Photo: Andreja Damjanović; Make up: Nataša Brašanac

Thanks to the fact that Dr Nataša Mratinković always strives to keep pace with the times and new trends in dentistry, MND dental is the county’s first specialist practice for Invisalign therapy, one of the most relevant contemporary therapies for correcting adults’ teeth with opportunities to learn, improve and advance, both for me personally, for the practice and for all those who have been or remain part of the practice. We always try to keep pace with the times and new trends in dentistry, so we’ve often been the first to bring cutting-edge therapies to Serbia from around the world. That is certainly something that gives me an infinite sense of pride. So, for me, this path looks like an eternal quest for more innovative and better treatments that help patients acquire the smile they’ve always wanted.

y female and professional inquisitiveness is the biggest “culprit” for my insatiable desire to seek out new therapies and solutions. I’m happy that I’m able to share this curiosity of mine, but also the knowledge and skills that it has brought me, with my colleagues through education - notes a proud Dr Mratinković.

The MND Dental specialist practice has entered its second decade of operations under its current name. How would you describe the path you’ve traversed to date? Challenging? Inspirational? I’m very proud of the tradition and durability of our practice. This path has certainly been challenging, initially difficult, but also filled 36

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You have more than 2,000 regular patients who place their trust in you over and over again. How did you “bind” them to you? It was certainly through more than mere technical proficiency... I don’t think technical proficiency is something that should be overlooked, while it is certainly implied, but there are naturally other factors that patients consider when choosing which dentist to trust. First and foremost, we strive to ensure our patients feel comfortable while at the practice. It is very important for us to devoted ourselves to each patient and to listen to them. We also strive to always provide our patients with innovative services and to monitor global trends. This is something that our patients really know how to recognise and appreciate. Each patient represents a new challenge for us, which we approach with excitement. At your dental practice, the term

“Hollywood smile” means – apart from beautiful and healthy teeth – retaining the client’s individuality. Do you think that’s important? Of course! An aesthetically perfect smile doesn’t necessarily mean the same for everyone. As I’ve stated, we care about listening to each patient and finding the right route to their desired smile. We insist on dental health and oral hygiene, because that forms the basis of a beautiful and healthy smile. When a person has the kind of smile that they want, there is an immediate change for the better when it comes to self-confidence. A smile is what people often first notice about us, which is why it should reflect our personality. Each of us is different, and thus it is unrealistic to expect everyone to have the same perfect smile. Indeed, we see beauty as being in diversity. It is believed that, when it comes to teeth, men will prioritise health and functionality while women will place an emphasis on the aesthetic element. Is that a correct assumption? Health, functionality and aesthetics are almost impossible to separate. Functionality is extremely important and is a major problem when neglected for the sake of aesthetics. It is true that this element is very important for women, but experience has shown that men are also very concerned about the appearance of their smile. Quite

simply, teeth are an extremely visible part of our face or body. It is precisely for this reason that we constantly consider health and functionality when seeking a solution for a patient who has come to us due to an aesthetic problem. Thus, when it comes to teeth, all three aspects are universally important, and that’s something that the majority of patients intuitively understand and accept.

Your practice employs women exclusively. Is that by design or coincidence? Apart from myself, three doctors, a dental nurse and a desk manager currently work at the practice. I’m very proud of our small but select team. The fact that we are an all-woman team allows us to understand each other with ease, which is extremely important for any job. These are really very talented, diligent and ambitious young women. For me, it has always been important that my colleagues and I share and strive to implement the same vision. I wouldn’t say it was a coincidence that precisely these five ladies earned my trust. Although I’ve had both male and female colleagues, women have always been closer to me and I’ve found it easier to establish trust and

good communication with them. They are devoted and nothing can stop or distract them when they have a goal that they’re striving to realise. Is it that famous female inquisitiveness that has led you to constantly research and improve your skills? Given that you are also engaged in education, we can’t avoid also asking you about the latest trends... My female and professional inquisitiveness is certainly the biggest “culprit” for my insatiable desire to seek out new therapies and solutions. I’m happy that I’m able to share this curiosity of mine, but also the knowledge and skills that it has brought me, with my colleagues through education. As for trends, when it comes to straightening/ correcting teeth, there are treatments like the Myobrace System and Invisalign. These are both solutions that don’t use metal braces, which ensures that they are more comfortable to wear, while this fact doesn’t have a detrimental effect on their efficiency. The Myobrace System is applied to children, and it is sufficient to wear the device for just an hour or two during the

day and overnight, in combination with daily exercises, for the teeth to be straightened. This system is great for children because it fixes their bad oral hygiene habits, which are a common cause of dental problems. Additionally, children also find

Photo: Andreja Damjanović; Make up: Nataša Brašanac

Dentistry is constantly advancing, turning towards a minimally invasive approach to treatment, digitalisation, new technologies etc. And this is not the future for you, but rather part of your daily work already? We are the first specialist practice for Invisalign teeth correction treatment. This is a very well-known therapy around the world that’s now also one of the most relevant contemporary treatments in our country for correcting adults’ teeth. This treatment involves the wearing of clear aligners that are tailored to each patient with the help of 3D technology. Likewise, with the help of ClinCheck® software technology, the patient can also see how the treatment plan will unfold, as well as the end result. Invisalign is the world’s first treatment of its kinds and I’m happy to have succeeded in making it available to my patients in Serbia, while at the same time realising a dream from my student days. New technologies and treatments enable our patients to achieve their desired results easier and faster.

Although I’ve had both male and female colleagues, women have always been closer to me and I’ve found it easier to establish trust and good communication with them this treatment very interesting because it includes an application that is educational for both children and their parents. The Invisalign technique, on the other hand, is intended for grownups and young adults and represents the most relevant and technologically advanced treatment for correcting teeth. Thus, new trends in dentistry strive towards combining effectiveness with the most pleasant experience for the patient.

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Business

Happy Children

Become Happy Adults TATJANA RACKOV SINADINOVIĆ, Manager and Owner of Happy Kids Preschool With 10 facilities and around 800 children enrolled on the territory of the Republic of Serbia, HAPPY KIDS preschool has been operating for more than 15 years, has won more than 20 national and international awards, and is known as an economic leader in the field of private preschool institutions

n order for the largest possible number of children to receive a high-quality education and the possibility of a happy and healthy upbringing, HAPPY KIDS has prepared a gift campaign for the end of 2021 and the first months of 2022 that’s intended for the parents of all children who aren’t entitled to subsidised tuition. Happy Kids is ranked number according to quality of work, number of facilities, number of enrolled children, cost of tuition fees etc. Are there other preschool institutions that manage to emulate the high standards that you’ve set? The preschool institution HAPPY KIDS has been operating on the territory of the Republic of Serbia for more than 15 years. We

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have 10 facilities and around 800 enrolled children, which makes us the economic leader in the field of private preschools. HAPPY KIDS offers a rich and recognisable range of basic and additional services, which are

HAPPY KIDS offers a rich and recognisable range of basic and additional services, which are unrivalled according to quality of content, organisation and price unrivalled according to quality of content, organisation and price. Our premises are tailored and equipped superbly, harmonised

with the prescribed working standards. We are the recipients of over 20 national and international awards – in recognition of the special achievements of our children, personnel or institutions as a whole. The doctrine of the work of the HAPPY KIDS Preschool Institution is being upgraded constantly, in accordance with the development trends of society and preschool education as a whole. The standards that we’ve set can be imitated by others, but not attained. Your preschool facilities aren’t merely places for providing childcare, but rather oases of a happy upbringing, where children get acquainted with the world, acquire healthy habits, adopt true life values, learn new skills etc. Are these future successful people? The values of our work are: love, expertise, responsibility, creativity, excellence and ambition. Our mission is to use love, knowhow and devotion to create a better world. According to our vision, the happy children

of the present are the successful people of the future. We believe that the children of the HAPPY KIDS Preschool are the future leaders of this society, great and recognised minds, forgers of a better living environment and creators of a more beautiful and easier life for people in the future. At HAPPY KIDS preschool, Children have all the conditions required to develop their natural potential to the maximum and to become happy, self-actualised and successful people. Everyone can be kind, but not everyone can be filled with love, which children are well aware of and can feel. Is that one of your criteria when it comes to choosing personnel who will work with children? All employees are carefully selected, on the basis of their psychophysical abilities, qualifications and experience. We love our employees, care for them and show respect for their wishes and needs, and that’s something they are aware of and that ensures they feel both acknowledged and respected. Our employees respect and support the company that employs them. They love their job and do it from the heart and “as though for self”. People who work with youngsters are aware of the role they play in forming the personality of each child, which is why their relationship towards the children is devoted, responsible and filled with love. How is it possible that you succeed in helping every single child develop their potential and talent despite having such a large number of facilities and children under your care? At HAPPY KIDS preschool institutions, we work with children in small age-based/ pedagogical groups. Each child is monitored on a daily, weekly, monthly and yearly basis. We cultivate an open model of engagement and intensive individual cooperation with the families of children. Our facilities are equipped for 24-hour online video monitoring, which families can access constantly. This engages parents in the educational process actively. When a child is placed at the centre of interest of both their family and the educational institution they attend, it is simple and easy to recognise that child’s personal potential and talent, as well as their support needs.

You are aware that people entrust their greatest treasure to you. How do you gain their trust? Trust is gained through honest relations towards the children and their parents, dedicated and selfless commitment, and engaging with the aim of ensuring the children’s well-being. Health and safety are always your top priority, and that’s especially so now. How are you handling the pandemic? Has it caused a slowdown in your plans to open new institutions throughout Serbia and around the region? At HAPPY KIDS preschools we collaborate intensively with the Institute for Health Protection and adhere to all prescribed preventative hygiene and sanitation measures. As such, the pandemic caused by the novel coronavirus doesn’t threaten the flow of our education work with children. However, as a socioeconomic phenomenon, the pandemic has caused major disruptions to our business plans and slowed down the very development of the business, as well as the process of expanding institutions. Despite a challenging economic situation, you endeavour to help your pupils and their parents by providing benefits, promotions, discounts, subsidised tuition fees etc. Do you have any special offers in the works?

Flexible working hours that are harmonised with the needs of families, as well as full- or half-day childminding services during weekends, public holidays and multi-day parental absences, represent our exclusive service. During November and December, we’ve had a special offer for all children who aren’t entitled to subsidised tuition fees. We will also continue this gift campaign during

Full-or half-day childminding, during weekends, public holidays and multi-day parental absences, represents our exclusive service the first few months of 2022, with the aim of providing the largest possible number of children with a high-quality education and the possibility of a happy and healthy upbringing at our institution. In 2022 and the following years, our wish is to continue shining and to continue being surrounded by people with whom that shine is even brighter and more beautiful. We want to dream, to imagine, to set new goals and shift boundaries. Our knowhow represents a value, an investment and a passport to the future. Our wisdom and experience are our wings, which is why we want to always fly higher than others!

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Business

Gorda’s Strengths:

Love, Heritage And Tradition TIJANA ŠKORIĆ TOMIĆ, co-founder and CEO, Veljko i sinovi

Company Veljko i sinovi [Veljko & Sons] is headed by Tijana Škorić Tomić, the creator of the concept of “Gorda”, one of the best-selling Serbian rakija brandies. This spirit with the fineness of cognac was initially produced exclusively from plums, while today its range is complemented by “Gorda dunja” [quince] and “Gorda kajsija” [apricot]

we had within our family. From today’s perspective, those are beautiful memories that have shaped both me and “Gorda”.

he most important struggle of Veljko i sinovi is to turn Serbia’s fruit rakijas into a recognisable brand. They require global market visibility and recognition that would consequently lead to increased exports, which provide an extremely important source of funding for further growth and development.

Despite the name of the company, Veljko & Sons is actually run by dau40

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ghters instead of sons. There’s surely a beautiful family story hidden behind that fact... You will certainly have noticed that daughters are referred to as “sons” in Serbia. My mother would also often call me that. The three of us transfused the great sorrow caused by my father’s death into the founding of the company Veljko i sinovi. We wanted the name to serve as a reminder of all the bitter quarrels that

Men like good spirits and cigars, while women like everything that resembles a ritual, has satisfying aesthetics and, of course, is backed by implicit quality Love, heritage and tradition... Those are the most precious factors to you? Love, heritage and tradition were the key motivational factors prompting the

creation of “Gorda”, and they represent its strengths. It might sound like a cliché, but the most precious thing for us is the satisfaction of our customers and the loyalty they’ve shown to “Gorda”. Their trust has had infinite meaning, because without it there would be no “Gorda”. You know that there are many high-quality products, but there aren’t many that endure for a long time and traverse different generations. At our company we are very proud of that. Rakija is considered a man’s drink in our country, while producing rakija is men’s work. The awards that you receive show that this second statement is incorrect, while the first one is also debatable, right? Men have certainly been, and will continue to be, the primary consumers of alcoholic spirits. This is shown by all research and confirmed by experience. Despite the fact that there are always oscillations in consumption levels, I don’t expect any significant change in the future. Men like good spirits and cigars, while women like everything that resembles a ritual, has satisfying aesthetics and, of course, is backed by implicit quality. This difference drives new ideas and products for us in the future. “Gorda” is your brand of top rakijas that are produced from pure fruit and are also sold and consumed beyond the borders of Serbia. What makes them so special? One very important part of the process is the harvest itself, i.e., the picking of the fruit. Specifically, “Gorda” is a single variety rakija that’s produced from the Čačanska rodna variety of plum. These plums mustn’t be harvested, but rather screened by hand in orchards to ensure they meet the technological standards set. The plums partly come from our own orchards, and partly from suppliers with whom we’ve realised long-term cooperation, due to the expansion of production. Their quality is controlled by our agronomists, while the fruit is additionally checked upon arrival at the distillery, after which the process of

Corporate experience is essential and important, but it has an expiry date for those who desire development, responsibility and challenges preparing them for fermentation begins. Once this process is complete, the distillate is left to age in oak barrels, which gradually give the rakija that silky, cognac-like note. The barrels for aging rakija are made from a single type of oak that is specially prepared for us. It is known that each different type of oak leads to a different process of enriching the spirit with tannins and a different process of oxygenation, thus giving different organoleptic properties to the actual rakija. The final stage in the process is the blending of distillates of varying age structures that are already in the cellar. This unbelievably unique and creative process is the responsibility of the chief technologist, i.e., our master blender.

Prior to dedicating yourself to the production of rakija, you had forged a successful career for yourself at a large international company. What compelled you to abandon that security and excellent earnings? Earnings are a relative thing for each of us, given that it’s been proven that monetary incentives aren’t the most effective motivational mechanism. It is absolutely vital, but very short-lived. Working in a corporate environment is a valuable experience, but limits arise when you reach the point at which you can no longer develop or no longer have decision-making freedom. In other words, a corporation is dangerous in terms of getting “stuck” as a mid-level staff member or an employee who represents part of the management structure but isn’t among the essential decision makers. Based on my experience to date, I consider that corporations create mediocrity among workers (though there are always remarkable and professional exceptions) and don’t provide the security you mentioned in the question, and all of that is the worst in cases where the ownership and management have not been separated on time. Corporate experience is essential and important, but it has an expiry date for those who desire development, responsibility and challenges. Which aspects of your “former” corporate life proved useful when it came to running your company? Is it difficult to be a woman entrepreneur in Serbia? A sense of belonging to the company, team motivation, speed of decision making, credibility and transparency in relations are essential for a successful business. However, it is equally important to have high-quality, focused and timely communication, both within the company and externally. Remaining afloat in entrepreneurial waters is equally difficult whether you’re a man or a woman. We are struggling for a better industrial framework, easier conditions for doing business, reduced costs, fair competition, control of the grey market etc.

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Business

ZORICA POPOVIĆ, Elixir Group General Manager

No Secrets To Success Elixir is a leader in Southeast Europe’s chemical industry, which has two complexes – in Šabac and Prahovo – and is one of only six European producers of phosphoric acid. Approximately 70% of its total production is sold in more than 70 countries

he circular economy is our future and represents a key segment of sustainable development. We don’t only develop our core business in this way, but also contribute to the shared further progress of the communities in which we operate, as well as the economies of our country and the region, notes Elixir Group General Manager Zorica Popović.

You are one of the few women to head a large domestic company, and a special curiosity is represented by the fact that the company in question is engaged in the chemical industry and agribusiness. How difficult is it to lead such a large and complex system? The business vision is the foundation, and it is in accordance with that vision that we set goals and create and build a team of people who share the same values. When that is the case, no question is raised over whether something is difficult, rather challenges are overcome through serious and dedicated work, synergy among employees and cooperation with the community in which we create. It is on the basis of the conviction 42

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that people are our greatest strength that we realise our vision to “create a heritage through sustainable development, to the benefit of the community.” Our strategic priorities are innovation, development and operational excellence. This means planning responsibly and developing continuously, with the implementation of the best available technologies and business models that contribute to sustainable development, such as the circular economy, green and/or CO2 neutral products, which are very relevant strategic topics in the scope of the EU Green Deal and the Green Agenda for the Western Balkans. We are developing the strategically important Prahovo Industrial and Chemical

Elixir has more than 1,600 employees today, with production levels exceeding a million tons at two locations and products sold on all continents Park project with a view to the examples of similar parks around the world, thereby contributing to economic growth and the rational use of resources. You export mineral fertilisers to more than 70 countries around the world. Are you satisfied? Having a presence on the global market requires responsibility, the applying of cutting-edge technologies and the continuous improving of knowhow. Since the 2012 privatisations of the chemical complexes in Prahovo and Šabac, Elixir has invested more than 180 million euros in capacity building, technology and

environmental protection, while we plan to invest more than 250 million euros in further development over the coming years. We are satisfied with the successes achieved, which have created new development potentials. Our engineering teams work continuously on new projects and developing the product portfolio. A priority is projects for increasing the capacity to produce phosphoric acid, with more phosphoric acid purification phases to achieve a quality that has applications in various industries. In parallel and in synergy with production processes, we are developing multiple circular economy projects (waste to chemicals, waste to energy) and planning very significant investments in that area. The company was founded by your brother, Stanko Popović, while your sister, Slavica Brkić, works as sales director and there are other family members in the company. Is that one of the secrets of your success? I believe that there are no secrets to success, except knowhow and responsible, dedicated work. Elixir has more than 1,600 employees today, with production levels exceeding a million tons at two locations and products sold on all continents. This is only possible thanks to the exceptional team of experts and dedicated people, professionals who overcome numerous and varying challenges. Family members are part of this team, but the whole of Elixir is actually one broad family, because we share concerns, hold the same values, build trust and together follow the same vision. We are in tune with one another, have worked together for a long time and mutually respect and support one another.

“Women are like teabags. We don’t know our true strength until we are in hot water.” ~ Eleanor Roosevelt, First Lady

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Business

The policy of Steel Impex is the maximum utilization of collected waste, so-called zero waste. This is not a distant vision for this reputable company, but strict design and management of treatment processes – in other words reality

MAJA ŽIVKOVIĆ, General Manager, Steel Impex Ltd.

Steel Impex Is Run By Women their persistence and resilience, without too much attention. Does your company feel your energy at work and a woman’s practicality in finding the best solutions? Women have qualities that have a positive effect on business, including our Maja Muškinja, who balances between sales,

Our Steel Impex women’s team is very well organised, loyal and, above all, determined to finish the job successfully

e have recognised renewable energy sources as a good potential for the future of business. That is why it was decided to satisfy our entire electricity needs through solar energy and contribute to protecting the environment in yet another way. We hope to complete this project in January 2022.

establish a recycling system that shares the responsibility between all participants, from producers, operators who perform sorting, transport and recycling, and operators who perform final disposal. Waste has a negative impact on the environment if it is not managed wisely, and on the other hand it is an immense resource.

For Serbia, waste is a project in development, with huge potentials that are not yet used. How to change that? The Republic of Serbia is one of the countries in Europe that does not yet have an effective waste management system. The problem is not only laws and bylaws, but also the situation on the ground, which begins with inadequate primary sorting. Amendments to laws and bylaws are currently being made through joint work between the state and NALED, but with cooperation from operators and companies. The goal is to

There are not many women in your business. How do your colleagues, suppliers, local and foreign partners see you? For many years, women have had success in the business world, also in the recycling industry. Strength and perseverance make us unique, but despite our dedicated work and exceptional results, we have not yet received the place we deserve in society. However, unlike many companies operating in Serbia, the management of Steel Impex is mostly made up of women who overcome challenges and prejudices with

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logistics and the environmental sector. Our women’s team is very well organised, loyal and, above all, determined to finish the job successfully. There is no problem-free work, and when a problem arises, I have full confidence in the abilities and decisions of the team I work with, so with cooperation, problems are easier to overcome. Is this the right time to promote the sorting of household waste and environmental knowledge? Our goal is to contribute together with suppliers and business partners to the goals of the Republic of Serbia, which has committed itself to reducing gas emissions by 33.3% by 2030. It is always a good time to spread knowledge about the environment and the circular economy. Besides a project for the transition to renewable energy sources, Steel Impex participated less than a month ago in an international project to promote the sorting of primary waste in households in Kraljevo. The project was carried out by high school students who educated their peers and family members with the knowhow of our staff.

Swiss-Serbian E2E Project Deploys Gender Intervention Strategy Empowering young women at the very beginning of their careers and providing them with adequate support in choosing the right career path is one of the priorities of the “Education to Employment” (E2E) project, an eight-year partnership project of the governments of Switzerland and Serbia that’s designed to create preconditions for faster youth employment

acing various stereotypes and socially-imposed choices, girls most often choose occupations that are exclusively in the domain of “womanish”. That also applies to young men, who are usually seen as being appropriate for some “hard-working, male-dominated” jobs. In order to avoid such conventoinalised and ingrained career decisions, the E2E project is making various interventions. The main E2E activities within the gender intervention strategy include: • Providing tailor-made and gender-orientated career guidance and counselling activities; • Facilitating work-based learning programmes (non-formal training organised within companies); • Promoting gender-related success stories and activities through different forms: social media posts, various videos and brochures. Through tailored career guidance and counselling measures, trained career practitioners within the E2E project are organising group thematic career workshops with a special focus on gender issues, or how gender stereotypes influence the career

decisions of young girls and boys and how these young people can reflect and overcome those gender stereotypes. Furthermore, career practitioners organise real-world encounters in which one person presents and speaks about their occupation: how they succeeded in an occupation traditionally dominated by the other gender, what gender-related obstacles they encountered and what practical advice they would offer to overcome such obstacles. The aim is to increase self-esteem and self-efficiency among young people, especially young women and young girls, who mostly face various gender stereotypes in their career planning and when making career decisions. On the other side, the E2E local partners on the ground, supporting companies in the organising of work-based learning programmes (WBL), aim to create equal access to those programmes for both male and female participants, in order to promote particular WBL models in a way that renders them open to all. Although some occupations are male-dominated or vice versa, the training programme

The aim is to increase selfesteem and self-efficiency among young people, especially young women and young girls, who mostly face various gender stereotypes in their career planning and when making career decisions should be presented in a way that makes it open and attractive to both male and female participants. E2E local partners are using gender-sensitive language and terms, images, creating and defining equal criteria during the trainee selection process, working with employers and in-company

Business

REPRESENTATIVE OFFICE NIRAS - IP CONSULT GMBH

mentors, and presenting the benefits of having female/male trainees. During the implementation of WBL programmes, we have seen a few positive examples of female trainees in male dominated occupations/male trainees in female-dominated occupations, such as Marija Nikolić - the first E2E female WBL mentor in welding. She has received only words of praise from her young trainees, who emphasise that she is the one who teaches them the most. “In the beginning, the trainees were kind of ‘amazed’ to see that training for welders is conducted by a woman, considering that they believed it’s a ‘man’s job’. “To be honest, even when I started to work on this job, everybody found me ‘intriguing’. I believe that they were sceptical about me knowing how to do it, until they saw for themselves that I do know. All in all, I adore what I do and I love my co-workers, who are always here to help me. I simply love my job,” says Marija.

Empowered Women 2021

Interview

The Swinging Of The

Equality Pendulum

WE ARE OBLIGED, AS A SOCIETY, TO PROVIDE A BETTER LIFE FOR WOMEN BRANKICA JANKOVIĆ, Commissioner for the Protection of Equality The consistent application of laws, strengthening local capacities, work on shifting awareness of approaching the problems faced by women – these are all important steps towards changing the cultural code that creates gender stereotypes and pushes women towards inequality

espite great efforts and numerous strides having been made, women continue to be presented as housewives responsible for raising children, while men are presented as successful businesspeople, athletes and car owners. These rigid models of patriarchy, which are deeply rooted and which so-called “guardians of tradition” want to preserve at all costs, unfortunately received a “tailwind” during the pandemic. We spoke with Commissioner for the Protection of

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Equality Brankica Janković about how to re-enter the enduring struggle for women’s rights with fresh energy. “The pandemic that first confronted us almost two years ago has brought major and numerous changes in almost all segments of life – the way we work has changed, the way children are educated and go to school has changed, our social habits have changed and all of that together has impacted on the society as a whole,” says Janković. “Though

on women significantly more, because women have carried, and continue to carry, the heaviest burden of the health crisis. According to the statistics, this is the situation in as many as two-thirds of cases, and gender inequality has become more evident on both work and personal fronts – women, like men, worked from home, but alongside that they were also much more often in charge of their children’s online schooling and homework. That pressure was too much for many women to bear.” On the other hand, notes our interlocutor, women whose professions were particularly important during the crisis – nurses, doctors, shopkeepers, teachers and caregivers – also paid the high price of the pandemic. “Nor should we forget about women who fall victim to violence, single mothers, women with disabilities, Roma women, and those working in the grey zone who were left jobless.” Work from home is still an actual trend, and it has been a particular cause of controversy because it led to

INJUSTICE

POTENTIAL

IMBALANCE

I concur on the necessity to legally regulate the work of women in the domain of cleaning and care for children and the elderly, but it is still difficult to understand why this gruelling work, which is mostly done by women, pays so little

I think we’ve started to realise all the things we can gain if we offer older women a chance to be useful members of society

The crisis mobilised women to provide and contribute much more, thus additionally burdening them, so the pendulum of gender equality shifted, in relative terms, to the detriment of women

an increase in the amount of unpaid work among women who have found themselves in a situation where they are taking care of both children and the sick, and taking care to keep their jobs. How much, if at all, were public policies sensitive to such situations? This year [2021], the Commissioner for the Protection of Equality, with the support of the European Union – within the scope of the WoBaCa project – and together with the Estonian Commissioner and the City of Heidelberg, conducted a survey entitled “Gender Equality and Work-Life Balance”, and the very first question posed to respondents who have children showed how much striking a balance is a more difficult and sensitive issue in the case of women. The majority of women, as many as 82% of those surveyed, said that they exercised their right to take leave from work in order to care of their children, while only 14% of surveyed men exercised that same right. Women also still generally spend much more time caring for their children than men (e.g., 33% women from 10-30 hours per week; 47% men up to 10 hours per week). However, the picture is nonetheless changing, and that is demonstrated by the examples of Belgrade and Western Serbia. Men in Belgrade engage in housework and childcare much more than in any other region of Serbia, while the importance of intergenerational solidarity is evident in western parts of our country, where parents receive much more support in raising children from their extended family than is the case elsewhere in Serbia. We received the long-anticipated Law on Gender Equality in the past year. Looking at that legislation now, at a distance of half a year since its adoption, how would you rate it? It’s too early to assess the effects of implementing the Law on Gender Equality, because Serbia has already taken great

strides in this area, thanks primarily to the implementing of the Law on the Prohibition of Discrimination and the great involvement of the Commissioner. It is important for the adoption of the law to be accompanied by engagement on the ground, and it is essential for there to be systemic and continuous support that will encourage women to exercise all the rights that they have. No law will eliminate or

Citizens with disabilities, women, members of the Roma national minority, the elderly and youngsters often complain to us about the conceited or unacceptable behaviour that they face. That’s why I fear that tolerance will become an obsolete word with a meaning that few will remember reduce gender inequality on its own. These problems have their roots in stereotypes and prejudices that have been fostered over decades and are extremely widespread in all spheres of society. One of the topics it addresses is the unpaid work of women. Does the existing Draft Law on Work Engagement due to Increased Workload properly address yet another neglected area of work that is mostly done by women? The existing Draft Law on Work Engagement due to Increased Workload has been the target of numerous critics from the non-governmental sector. One of the criticisms refers to the fact that reviewing the jobs covered by this draft law reveals that they are the lowest paid jobs and that they are mostly performed by women. This is primarily a reference to jobs in the areas of hospitality and tourism, home help jobs

and cleaning residential buildings. The current draft regulates, to an extent, work in these areas that had previously been known largely as “undeclared work”, but the mechanisms of legal protection are much weaker than those achieved by permanent workers, which is later reflected in the position of women in their later years – in terms of pension level etc. You’ve also been focusing on the rights of older women for a long time. Why did we need so long to take notice of them? The institution that I head has spent many years pointing out that elderly citizens are not, and must not be treated as, an obligation, a burden and an expense of society. We have devoted an entire Special Report on Discrimination to the elderly, precisely in order for us to define their most pressing problems and propose solutions. Of course, older women are in a particularly sensitive position, as they are more exposed to violence – physical, financial, sexual, neglect, because they often find themselves on the margins, forgotten and alone, not knowing what rights they have and how to exercise them. And they could be something completely different, as they show us ever-more clearly: counsellors to younger women just starting out in their careers or creating families; they could be volunteers in associations and thus continue contributing to society; they have a lot of knowledge and continue to create new values. That’s why older women are an advantage for a society and that’s why society must venerate them, providing them with a dignified life, alongside full respect for their rights. We have yet to receive a new strategy on the elderly. Is the fact that we’ve spent six years waiting for a new strategic framework a sign that this section of the population is being disregarded?

Empowered Women 2021

Interview

of measures and activities. Thus, the strategic framework is important because it represents a kind of guideline for the implementing of essential activities in the solving of problems, but that doesn’t mean that we should sit around and wait if a strategy doesn’t exist or has expired. You have stated yourself that citizens very often turn to you due

The failure to adopt a strategy isn’t a sign that the elderly are being neglected, but the strategy should be adopted because it monitors the very complex conditions of the demographic and socioeconomic framework of old age and aging, which we - as an institution - constantly highlight through recommendations. The demographic dynamics are so complex that I understand the fears of the authorities engaged in the process of drafting this document. Serbia shares the fate of Europe, where one in every five citizens is over 65. The Republic of Serbia also shares the fate of Europe and the world – our country is home to around 1.4 million people aged over 65. Ever-more people are aged over 80; there are almost twice as many elderly women, but there are also 180,000 more women in the total population; a depopulation trend is particularly pronounced in rural areas. The mentioned data say enough about the challenges of aging and the essential need for effective action from all competent stakeholders in society. This certainly also implies the adoption of a new strategy, because the old one expired in 2015. In that context, the Commissioner for the Protection of Equality sees its role not only as an observer of the situation, but rather as a proactive and credible partner of all state bodies and civil society organisations, which is why we compiled the Special Report on Discrimination against the Elderly. 48

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I’ve just been convinced of how important this topic is at the global level through my participation in the Ministerial Conference on Demographic Resilience “Shaping Europe’s Demographic Future, Pathways for Societies to Thrive in a World of Rapid Demographic Change”, which was held in Sofia. On the other hand, we received a new Gender Equality Strategy and a Strategy for Combating Gender-Based Violence. To what extent can this strategic framework help us to better cope with the pains of our society and many others? No strategy is a magic wand that will solve problems on its own, but they are important legal documents that provide guidelines for solving problems in every society, including ours. That’s why the Commissioner states in the recommendations of measures in each Regular Annual Report that it is necessary to draft new versions of strategic documents and action plans that have expired or are about to expire (such as strategies for prevention from, and protection against, discrimination, the development of social protection, the prevention and protection of children against violence, the development of adult education, corporate social responsibility, strategies for aging etc.), in order to ensure continuity in the implementation

It is easy from a “Belgrade armchair” to say your husband mustn’t beat you, you have the right to protection, your employer mustn’t fire you if you are pregnant or ask if you’re planning to have a child, but a problem arises when those words don’t correspond with their experience. You simply need to reach out to people and encourage them to believe in the system of institutional protection to all kinds of injustices, and not due to something that is defined as discrimination. How much have we progressed or regressed in terms of tolerance and respect for others during this period? When it comes to complaints, we are still mostly addressed by citizens with disabilities, women, members of the Roma national minority, the elderly, youngsters, who often complain about the conceited or unacceptable behaviour that they face. That’s why I fear that tolerance will become an obsolete word with a meaning that few will remember. According to psychologists, the crisis has intensified everything – it has made the good better and the bad worse. It is certain that we’ve increased our sense of solidarity and become more humane, but we are simultaneously increasingly illiberal and exclusive. Hence the impression that tolerance has regressed in society, which is by no means exclusive to Serbia.

Business

VESNA BAUR, Owner of company Basna and President of the Nadežda Petrović Business Women’s Association

Biochar, For A Healthy Environment Since its establishment back in 2010, Čačak-based enterprise Basna has been pursuing its vision of applying sustainable environmental technologies in Serbia, relying on existing resources, innovative technologies and scientific breakthroughs

ccording to company owner Vesna Baur, relations towards employees, the environment, the community and the market represent Basna’s greatest value, as it is also reflected in its offer of innovative solutions that provide a positive contribution to combat climate change. You deal in the production of European Certified Biochar (EBC) using pyrolysis technology, which satisfies stringent quality requirements, thanks to which it has broad applications. What is it used for? The EBC certificate guarantees the sustainable production of biochar. It was introduced in order to provide customers with a reliable standard of quality, while providing us manufacturers with the opportunity to demonstrate that our products satisfy well-defined, rigorous and recognised standards. Biochar is featured on the list of the IPCC (Intergovernmental Panel on Climate Change) as a technology that should be incentivised in the struggle to combat global warming. Thus, this is a product with a recognised and confirmed value that has broad applications

in agriculture, livestock farming, anaerobic digesters, construction etc. Through the application of biochar in general, you transfer CO2 from the air in the soil where it improves soil fertility and acts as a carbon sink for centuries, For example, in agricultural application we combat one of the most difficult and severe environmental problems: the loss of humus and organic matter on arable land. Apart from increased plant yields, there are also many other positive effects, such as preventing the leaking of nitrate and pesticides into the groundwater and also saving irrigation water. Our main focus lies on biochar as animal feed additive. Studies and our own experiments have shown that biochar absorbs a wide array of mycotoxins and pesticides from animal fodder and bacterial toxins from the animal’s stomach. And the manure will still contain the Biochar and can have positive plant growth enhancing effects. You are known as someone who doesn’t accept anything less than the best and strives to be among the first when it comes to innovations. Can we expect something new soon? I would firstly like to emphasise our respect for the basic postulates of corporate social responsibility. Our relations towards employees, the environment, the community, the market represent our greatest value. In 2020, we received the Đorđe Vajfert National Award for Corporate Social Responsibility, which was awarded to us by the Serbian Chamber of Commerce & Industry. This recognition also represents a promise that our daily operations will always promote true values. This also relates to our offer of innovative solutions that provide

a positive contribution to the fight against climate change. That’s something we work on continuously. Our latest innovation is a mixture of enzymes and biochar, which increases the milk yield by three litres per cow per day. In that way, Biochar will clearly increase the profit for the farmer, while the struggle against climate change becomes profitable. You are also at the helm of the Nadežda Petrović Association. Is every woman a little bit Nadežda? The Nadežda Petrović Association has existed and operated for 12 years. It comprises business women from the city of Čačak – both entrepreneurs and women in managerial positions. The association is

Biochar is a product with a recognised and confirmed value that has broad applications in agriculture, livestock farming, anaerobic digesters, construction etc. recognised as a trusted partner in the implementation of a large number of projects that are led by state institutions and NGOs and have the common goal of empowering women for a safer and fairer society. We proudly carry the name of Nadežda Petrović – a woman who always wanted more than herself and who pursued her interests tenaciously. Her life symbolises self-initiative, courage and fearlessness. She was a woman of exceptional energy who led the way in everything and always inspires us. Yes, we can recognise Nadežda in every woman.

Empowered Women 2021

Business

Masters Of

Cargo Transports MELITA ROZMAN DACAR, Managing Director of SŽ Cargo [SŽ-Tovorni promet], Slovenian Railways – Freight Transport SŽ Cargo is the freight transport division of the Slovenian Railways Group and one of Slovenia’s leading logistics companies. SŽ Cargo [SŽ-Tovorni promet] is certainly one of key companies in the field of transport and logistics in Central and Southeast Europe

espite constant market changes and many challenges, SŽ Cargo enters the new year with optimism. Thanks to its professional and loyal employees, the company is able to plan its further growth for the coming years. Could it be said that you are among the most important logistics companies simply because you connect the countries of Central Europe with those of Southeast Europe? We offer our customers comprehensive logistic and transport services tailored to their expectations. Over recent years, we’ve been accelerating the development of markets

Empowered Women 2021

across the region, where we’ve established ourselves as one of the important hauliers

I’ve been managing SŽ Cargo as its director for nine years and I know that we wouldn’t have been successful without the creating of synergies with our colleagues and business partners and initiators of cooperation on the development of new products. We offer services with our own traction in Slovenia, Austria

and Croatia, and we intend to expand to new markets very soon. Our key goal is to internationalise our operations in the key markets of Central and Southeast Europe. We will continue offering customers new modern logistics solutions, focusing on their needs. We will connect flows of goods even more efficiently along the longest possible transport routes and redirect as much cargo as possible from roads to railways, thus taking care of the environment even in places where we aren’t yet present. We will support our development with new investments in modern vehicles. The past two years have brought us a pandemic and major business challenges. How are you dealing with them? European railway undertakings were already facing negative trends in the last quarter of 2019, especially in the automotive and steel industries, where we perform a lot of transport. However, many major customers significantly reduced their production levels

due to the COVID-19 pandemic, which had a further negative impact on our business. We, at SŽ Cargo, immediately implemented measures to protect the health of our employees and adjusted our work processes accordingly. Additionally, we maintained constant contacts with customers and adapted to their expectations. Together with customers, we streamlined domestic transport significantly. Despite many optimisation measures and the poor situation, we managed to retain transports, which didn’t stop for a single day, even during the most critical period. We weren’t able to achieve our goals in 2020, like other railway carriers. In 2021, however, despite the continuing pandemic and the significant intensification of competition from other carriers, we have managed to transport more cargo than we were able in the preceding year. We can’t help but ask you how you found yourself in this job, which is traditionally considered a man’s job? We must admit that, in the field of transport and logistics, men still dominate and there are few of us women in management positions in the logistics segment, especially in rail freight transport. You are asking about how I found myself in a world that’s traditionally not typical for women? You have to get a chance first. If I’m honest, I must admit that, in order for men to accept you in their “club”, as a woman you have to prove yourself even more, mainly through professionalism. But when they do accept you, you are respected. I have no major problems, or I’ve never had to deal with such problems, because I’ve always had the support of my closest colleagues. I’ve been growing in this company for 28 years, holding leading positions for two-thirds of that period. I have worked in several positions – from clerk to director – and thus forged a business network, both at home and particularly abroad, so we are able to successfully connect and build loyal and trustworthy cooperation. I’ve been managing SŽ Cargo as its director for nine years and I know that we wouldn’t have been successful without the creating of synergies with our colleagues and business partners. A director isn’t someone who can attribute successes or failures to themselves, rather a director

is someone who directs or leads their team towards reaching a goal that they all believe in. At SŽ Cargo, we currently have a lot of challenges when it comes to managing less experienced employees to whom we’ve given an opportunity, while we also face an increasingly competitive environment. My mission is to involve young people and connect them with the goal of sustainable leadership. We women are able to more quickly recognise areas in which we are a slightly less successful and thus respond quicker to change. Men are more focused on achieving short-term goals. I also think that women take a slightly broader look at every matter, and view such matters over the longer term. However, we cannot be successful without each other. Do you think that Slovenia has enough women in management positions? Are there enough female managers in the wider area? Slovenia is one of the leading countries when it comes to gender equality. According to the report of the World Economic Forum, Slovenia ranks 7th in terms of progress in gender equality among 144 countries in the field of education, politics, economy and health. According to EU data, 42 per cent of managerial position in Slovenia were held by women in the third quarter of 2020. The European average was 34 per cent, despite women accounting for 46 per cent of all employees in the EU. Thus, at first glance, Slovenia is very successful in ensuring gender equality. However, the picture in Slovenia is different when it comes to the highest leading and supervisory positions. In 2017, women represented just over 29 per cent of the members of supervisory boards in the country, while only 21 per cent of the members of boards of directors were women. And that situation hasn’t changed significantly over the subsequent years. Unfortunately, we still face gender stereotypes in recruitment and promotion, as men continue to dominate our business culture. You are an active member of the management board of the Female Managers’ Section. What are your mission and key areas of focus?

The Female Managers’ Section within the Managers’ Association of Slovenia connects many female managers who hold the most responsible and leading positions in Slovenian companies. In designing and implementing our activities, we have a clear goal: to increase the representation of women in leading positions in Slovenian companies to 40 per cent. Our section advocates for female management and represents the main initiator and supporter of women managers in Slovenia. It is clear that the ambition to act at the strategic level of a company and the ability to lead at the highest level do not belong exclusively to one gender, but rather depend on the abilities of individuals, regardless of gender. Therefore, the main mission of our Female Managers’ Section is, on the one hand, to build support for the business

Our strategy is to be a reliable and sustainable provider of modern and competitive services environment to increase the balance of management and, on the other hand, to advance professional development on the ground. That’s why we are constantly updating our database of professional articles, interviews and research papers that are available on our website. We are thus creating the largest knowledge base in the field of women’s management in Slovenia. With our mentoring programme, we take care of the transferring of knowledge from more experienced managers to new leaders. At the end of June 2021, the 6th generation of the Mentoring Network, which included 50 female managers or 25 couples, completed their mentoring stories. The association also presents the annual Artemis Award to leading female managers in Slovenia for taking on the highest management positions. We also promote the development of female managers through various projects and the organising of events. Among them, I can mention the Conference of Excellence of Managers, which is the largest professional conference on women’s management in Slovenia.

Empowered Women 2021

Business

VIOLETA BELANOVIĆ KOKIR, General Manager, Sekopak

Proud Of CO2 Savings In Serbia Sekopak is a company that has already spent 15 years contributing, together with its partners and clients, to raising awareness of the importance of recycling and primary waste selection among all citizens. Despite the difficulties, it has attained a leadership position that it carefully protects

ekopak has more female workers than males, but all employees are there because of their competence, not their gender. I like seeing that there are ever more women holding top positions in companies and that people’s confidence in female leadership is ever-increasing - notes one of Serbia’s most successful lady directors These are turbulent times and the market is turbulent, but your company has no intention of relinquishing its leadership position. Do that give you a great sense of responsibility? Success also brings great responsibility. We need to preserve our leadership position, and we strive to achieve that through the expanding of our network of associates, innovation, caring for our colleagues and providing support that implies not only support that’s specific to the field of packaging waste management, but rather entails looking at the bigger picture as it relates to environmental protection.

Empowered Women 2021

According to the report of the Environmental Protection Agency, Sekopak recycled the greatest quantities of packaging waste over the previous year. I’m proud that Sekopak deserves the credit for more than half of all contributions to reducing CO2 emissions in Serbia, through its system of packaging waste operators. We saved the equivalent of 54,000 tons of CO2 and celebrated 15 years of successful operations at the CO2 conference held in October. We didn’t have an opportunity to gather for last year’s CO2 conference, due to the COVID situation, so this year’s celebration had a certain charm and brought together a large number of our associates. You’ve been growing in parallel with your clients and associates for the past decade and a half, by listening to the market and adapting to the changing demands. Does this provide an explanation for the fact that you satisfy and even exceed the goals set? The packaging waste management system in Serbia is still developing, and it is our mission to introduce innovations to that system and improve it. We succeed in that both by listening to the needs of our clients and implementing projects that aim to test the market and advance the system. We’ve been working on two major projects during this year, each of which is innovative in its own way. Through the Management of glass packaging in the Western Balkans, we want to establish a cost-effective system for recycling glass and create a guide for local governments, in order for the towns and villages not participating in the project to also benefit. The Recycling to Driving project involves researching the way citizens react

to a reward system related to recycling, and this experience will definitely serve both us and the state when it comes to improving the system of packaging and packaging waste management. We are preparing another project for next year that will get us ready to face the challenges of the future, but we’ll discuss that more next year. Although Sekopak employs more women than men, you nonetheless believe that a successful team depends on all individuals, regardless of their gender. The circular economy suggests that every link in the chain is vital, which is why it’s important to us that we and our associates do our jobs well and that everyone is able to stand behind the work they’ve done.

Through the Management of glass packaging in the Western Balkans, we want to establish a cost-effective system for recycling glass and create a guide for local governments I’m happy that we have associates that I can rely on and that I have a team that is productive and sees the bigger picture when it comes to environmental protection. However, research shows that there is still a lack of trust in women leaders, even when it comes to developed countries. That is changing with the new generations and I hope that we’ll no longer have to fight this battle, but rather that the younger generations will be able to focus on the work and not on proving their worth.

“A girl should be two things: who and what she wants.” ~ Coco Chanel, Fashion designer

Business

KRUNA GAVOVIĆ, CEO at the Lean Six Sigma Company CEE and TMS CEE Marketing and Academy Manager

We Need A Work-Life Balance The Lean Six Sigma technique is today the most significant method – not only in manufacturing, but also in service organisations. When a company starts using the Lean Six Sigma approach, apart from experiencing significant economic effects, the organisation also begins to “think”

e need huge energy to achieve balance in our life nowadays. Employees should always be treated beyond the work environment alone, and the goal is to provide them with the opportunity to fully enjoy the most significant moments in their life, advises CEO Kruna Gavović Both small and large companies are struggling to survive in these difficult, uncertain times. What would you advise they do in order to improve their market position, reduce costs and improve quality controls? I always recommend the use of proven methods, such as standards (ISO 9001 and other) and techniques like Lean Six Sigma. It is important to emphasise that these

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methods should be used in an essential way - systemically bringing order and quality to our business, so we can always be competitive. To skimp the work here or go for the cheapest solution can be counterproductive. At TMS, we help clients to always be more successful. In terms of cost cutting, Lean Six Sigma is the most significant method – not only in manufacturing, but also in service organisations. When a company starts using the Lean Six Sigma approach, in addition to significant economic effects, the organisation also begins to “think”, which is very important for the managers, who are then also relieved of a large burden of operational work. Many companies view their employees exclusively as a human resource, and not as social creatures and emotional beings. How can that be changed? How can women be helped when it comes to more easily harmonising their work and family responsibilities? We need huge energy to achieve balance in our life nowadays. The need for a work-life balance doesn’t only affect women, but also men. The biggest challenge for every employee is balancing their career, family, free time and social life. An imbalance may affect both the employees and the companies they work for. Unbalanced work leads to higher stress-related health problems, lower productivity and increased staff turnover. Employees should always be treated beyond just the work environment and the goal is to provide them with the opportunity to fully enjoy the most significant moments

in their life. It is very important to work within an organisation that creates an environment that supports parents through flexible working hours, work reintegration plans after childbirth etc. The employees are crucial for work processes and long-term success of a company. The Family Friendly Enterprise (FFE) is the best-known concept for achieving a work-life balance. You learn constantly, as someone who believes in education and lifelong learning. Do you give the same advice to your daughter: to believe in herself and work on herself? One role in my life is eternal and essential – to be a mother. My daughter is very curios. She likes to read books and is doing great

The Family Friendly Enterprise (FFE) is the bestknown concept to achieve a work-life balance in mathematics and art, despite only being five years old. But apart from all that, her charisma, sense of humour and persistance are her most notable qualities. I’m not an ambitious parent. It is primarily important to me that my daughter is happy, loved and healthy. I try to teach her to maintain her sense of empathy, to rationalise her expectations, block sources of negative energy and learn how to become a good listener. I’m there to support her on the life path she chooses. And considering her personality, I can be proud to be her mother.

CWP Is Mission-Driven

CWP is developing a portfolio of renewable energy projects, in Serbia, Bulgaria, Romania and Ukraine with a total capacity of 1.6 GW, including 500 MW in Serbia. The team in Belgrade is growing constantly and today consists of 23 highly educated and motivated employees who work diligently to implement projects

erbia has yet to show that it has the capacity for more than two or three serious players, but that will also change slowly, says an expectant Maja Turković, who believes that the Law on Renewable Energy Sources will contribute to facilitating the development of wind and solar projects, as well as enabling easier financing. You quickly went from being a group of lovers of alternative energy sources to their most successful developer in the region. As a woman in a male world, are you personally satisfied with what you’ve achieved? I consider it obvious that women have a stronger awareness of why it’s important to preserve nature, both for us and for future generations. This is visible through politics and activism, and even in business. Women in Serbia are very active in the field of environmental protection, and some hold important positions in institutions and private companies, but there are of course many challenges. Our company has

achieved what it has in such a short time because we are all really “mission-driven”, and that’s reflected in the motivation, ambition, enthusiasm and work of employees. I think we’re advancing quickly because we believe that what we’re doing will be crucial for the future of the planet and Serbia, and we are not exclusively chasing profit.

Women in Serbia are very active in the field of environmental protection, and some hold important positions in institutions and private companies The development of renewable energy sources is a lengthy process and it is necessary for people and companies to know why they are getting involved in it. I’m satisfied because I think this is a business model that is complemented by a slightly more feminine sensibility.

Business

MAJA TURKOVIĆ, CWP Senior Vice President for Development in Europe

Serbia has the potential to develop more than 4 GW of green projects over the next ten years. Does the will, knowledge and determination exist to work on that, in order to realise this potential? The will certainly exists, we increasingly encounter companies that have significant ambitions in the field of renewable energy sources. The obstacle is that it is a matter of very complex and demanding projects that also require great expertise, investments and a certain determination. You need to be persistent, to cooperate with a large number of stakeholders at the local and state level, and to employ lots of experts. Serbia has, unfortunately, yet to show that it has the capacity for more than two or three serious players, but that will also change slowly. The Law on Renewable Energy Sources will certainly contribute to facilitating the development of wind and solar projects, as well as enabling easier financing. CWP certainly has serious plans, so we will contribute our share to those 4 GW, in order for us all to progress as quickly as possible. What are the chances that Serbia, along with the rest of the world, will be a “carbon free” society by 2050? What is the alternative to that? I think it’s difficult to talk about carbon neutrality at the global level at the moment, because it’s extremely clear that different countries are advancing at different speeds. Serbia still has much to do before we can even consider how to reach these goals for 2050. What I find encouraging is that it seems to me that there is growing awareness among citizens on the topic of nature conservation and environmental protection, but for now I don’t see a sufficient engagement on the part of institutions. I think that the business world, in Serbia and everywhere around the world, will play a crucial role, because in the end we’re the ones who invest in projects and introduce certain changes. There is no existing alternative to a carbon free society.

Empowered Women 2021

Business

SANDRA MARINKOVIĆ, External Affairs Lead, Merck Sharp & Dohme

Women Are Born Leaders

In 2020, Bloomberg estimated that according to the Global Gender Equality Index, MSD is above the global threshold in four key areas: statistics (share of employees by gender), company policies, community engagement, and products and services.

he pharmaceutical industry provides a good example of affirmative action based on education, talent, experience and commitment, which has resulted in a significant reduction in gender inequality in leadership positions - explains Ms Marković, whose personal example shows that things are changing.

How are you coping with the pandemic in the pharmaceutical industry and at your company MSD? At the very beginning of the pandemic, MSD responded quickly to the challenges, first by increasing production and continuously supplying all medicines needed in both intensive care units and for chronic patients. We provided assistance of almost 100,000 euros to the state and the non-governmental sector, volunteered to create a medical database, and quickly adapted to digital communication channels. The biggest support from MSD came in recent weeks when the first results and the first regulatory approvals for the early use of the first oral antiviral drug, which is expected to significantly contribute to the global end of the pandemic, were published. What is especially important for us is that Serbia is one of the first countries in Europe and the world to provide sufficient quantities of the drug Molnupiravir. Women in health care are more and more numerous, and the opportuni56

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ties for promotion are increasing. Does this have an encouraging effect on girls of all ages? The number of women entering the medical and health workforce around the world has increased in the last few decades. They are

Both men and women are involved in the activities of the MSD Women’s Network with the aim of empowering members to realize their potential receiving recognition for their contribution, but this comes at a price. So in the future we will have to find a way to prevent the negative effects of long working hours, increased stress and burnout on mental health, and to achieve a balance of private and work life that is particularly important in the female population. Today, women run many pharmaceutical companies. Is this the same here in the Balkans? Only ten years ago, the number of women in leading positions was insignificant, whereas today women lead many of the

world’s top pharmaceutical companies, both globally and in the Balkans. A 2016 study shows that women outperform men in 11 of the 12 key competencies of emotional intelligence, which may be one of the competitive advantages for women at work. These competencies include emotional self-awareness, empathy, conflict management, adaptability and teamwork - all necessary skills for effective leadership in the workplace. MSD shows that it cares about women. Are you proud of that? I believe that all the staff of MSD Serbia are very proud of our corporate culture, which is characterized by innovation, support for the staff in work and development, and socially responsible awareness to positively influence the society in which we live. For the last two years I have been leading our Balkan Women’s Network, a business group in MSD that has been dealing with the topic of gender equality and women’s development in the business world for almost 30 years. Both men and women are involved in the activities of the MSD Women’s Network with the aim of empowering members to realize their potential in an environment that provides support and mentoring.

Photo: Nebojša Babić

Executive Search Firm Lands In Southeast Europe There have been many advances in professional services over the last decade in Serbia and throughout the region - not least of which has been the pronounced milestone of N2Growth finding a home in Belgrade for its Southeast European hub. This firm is recognised as representing the elite of executive search boutiques that’s consistently ranked among Forbes’ Top 15 executive search firms globally.

eadhunters, or executive search consultants, are powerful change agents in the workforce. Their work has long surpassed the simple search and selection mission, as they have increasingly become crucial players in the organisational (re)shaping of advisory boards on key placements, and sometimes even ahead of schedule, bringing high-level prospects to clients. Executive search is a proxy for business success. While strong business acumen, networking capacity and confidentiality are mandatory focal points for all operators in this space, one name has stood out from the crowd in the oversaturated executive recruiting market. Teodora Ćosić was named

Partner Southeast Europe at N2Growth exactly a year ago, bringing the innovative next practices of this highly competitive industry to the Balkans. Having run a successful regional boutique executive

Today, anyone working in the recruiting business can have a database of candidates and call it a network, but that’s not what it is. The ability to truly connect with professionals and nurture these connections is what separates successful headhunters from the rest search firm prior to making this switch, she was no stranger to the industry. Last year she took on a role that links executive search with leadership advisory services and developing candidates for C-level and board succession. Being a charismatic person and a natural networker, this career calling perfectly fits Teodora’s personality. As she herself points out: “Today, anyone working in the recruiting business can have a database of candidates and call it a network, but that’s not what it is. The ability to truly connect with professionals and nurture these connections is what separates successful headhunters from the rest.” This also reflects on her work style: “In executive search, as a special niche area of recruiting, connecting ability is additionally prominent, because there are both potential candidates and clients among the same

Business

TEODORA ĆOSIĆ, Partner Southeast Europe, N2Growth

target group. I’ve picked up many failed searches and successfully serviced clients that dropped my competitors due to negligence.” N2Growth’s industry-leading intellectual property portfolio gives it a technological edge. Still, it’s the firm’s commitment to thought leadership and a complete innovation of traditional search practices that make it a favourite among clients. Nowadays, ambiguity and disruption put corporate leaders in every industry to the test on a daily basis. All face the pressures of digitalisation, followed by other business transformations. Teodora focuses on those who understand how technology and other disruptors impact the business, develop a strategy and adapt it to take the organisation further. And how does she know when someone is the right fit? “Apart from a proven track record and professional background, I try to find out what truly motivates the candidate, their values and the environments they enjoy working in. I invest the time to assess their personality and how well they’ll align with the client’s culture. Apart from the interviewing process, I use state-of-the-art assessment tools to determine candidates’ competencies, personality and drives.” In addition to the culture fit focus, N2Growth is also a devoted believer that diversity equals strength. Diversity, across areas such as gender and race, only helps produce greater diversity of thought and perspective in an organisation, impacting business outcomes positively. She concludes: “The human aspect of my work is extremely important. It’s impossible to create added value without it.”

Empowered Women 2021

Business

HOMEMADE - A COMPANY LED BY WOMEN, WHOSE SWEET PRODUCTS HAVE DELIGHTED SERBIA

We Care About What We Do When it comes to work, women are recognised for their strength, consistency, compassion, communicativeness, team spirit and ability to multitask on several projects simultaneously. And these qualities can be summarised in just one word: dedication “There are many jobs in the world that don’t require you to submit your love and passion. Making cakes isn’t one of them. With us, everything revolves around emotions, and that’s the only way for us to be different and to distinguish ourselves with our quality among a wide competition. “The diligent hands of our employees and their limitless imagination make magic on a daily basis. It is a great responsibility, but also an incredibly nice feeling, to head such a wonderful team. I’m proud of them because they really care about what they do,” says HomeMade Director Zorica Mladenović Džodić

omen really are dedicated to the work they do, but also to the people close to them. That makes them successful and demonstrates the love and passion they have for everything they do. They are also often characterised by perfectionism; by an urge to always do a high-quality job.

Empowered Women 2021

Specifically, among the company’s total of 60 employees, as many as 51 are women! From the owner, director and marketing manager, to confectioners and colleagues in production, HomeMade is a company that demonstrates the true female strength and entrepreneurial spirit.

That’s why dedication, love, passion and quality can be felt in the taste of every HomeMade dessert. From enticing chocolate sticks to the magical Eight Flavours cake, from scrumptious vegan snacks to refreshing ice creams and famous original macarons, HomeMade specialities are always irresistible. Lots of time and great effort are invested in creating them, because every sweet dessert is made by hand from top quality ingredients and decorated with special care. Nothing is left to chance, and yet so much passion is woven into their delights. Over the 13 years of the company’s existence to date, HomeMade has grown from a small family business to become a company with

a modern production facility, a recognisable name and three retail outlets. Today, the industrious hands of the confectioners of HomeMade prepare a large number of buns, tarts and cakes of various flavours and shapes every month! And apart from the employees of this company caring about what they do, the very customers who buy HomeMade desserts are also people who want to show that they care... about quality, about bringing someone happiness, about being original and choosing a gift that will remain remembered. That’s precisely why the HomeMade company slogan is “When you care”. Given the significant number of women employed at HomeMade, we can note unreservedly that, by choosing HomeMade, we also demonstrate that we care about supporting women in business. There aren’t many companies in Serbia, or even around the world, that are both run by women and employ such a large percentage of women. Many people know just how special this story really is, and they always return for those sweet HomeMade flavours. If you haven’t done so yet, try these desserts that are made from top quality raw ingredients and according to the best recipes, and that carry within them quality, creativity, love, passion and dedication. These are sweet treats that you’ll definitely return to once you’ve tried them, and that you’ll want to give to everyone for whom you really care.

Time Of New Records

Alongside the opening of new stores and the rearranging of existing ones, in accordance with a new, more inspiring Scandinavian concept, JYSK is also continuing to develop its digital platforms in an effort to set new records for online sales

he pandemic brought the entire world a series of unexpected challenges that have changed the way we live today fundamentally. We have a different perspective, with a deeper appreciation for the role that the home plays in our daily lives, which has partly contributed to JYSK’s turnover growing.

You’ve just ended another great year with record-breaking results. How much of a contribution to that was provided by the pandemic, which ensured that we travelled less and turned more towards home, partly in order to work from there?

With the outbreak of the coronavirus pandemic, many people started working, exercising and socialising from home, which made it more important than ever to properly furnish, arrange and adapt our living spaces. It is a fact that many of our customers invested in arranging their homes and gardens, given that our opportunities to travel have been restricted. And behind us is indeed a wonderful year with record-breaking results. But the situation with the pandemic is only one side of the coin. The other, much shinier side is represented by our employees - who are continuously developing and educating themselves and advancing - the development of the range to include more sustainable components, and the great emphasis on expansion and the refurbishing of existing stores. All of this in combination creates a great formula for success that has seen us achieve on Serbian market turnover growth of 22.3%. To what extent is JYSK’s success based on its balance between online shopping and inspirational stores? In the 2020/21 financial year, the company once again succeeded in utilising the synergy of physical stores and strong digital platforms in order to set new records. The share of online sales has been growing over the years, and that trend only accelerated with the outbreak of the pandemic. Our JYSK.rs webshop had 16.6 million visits last year alone. However, a new format was presented to the Serbian market this year with the opening of our XL store in Novi Sad, representing a concept that differs from the regular format in terms of a larger surface area, which provides customers more inspiration and wider range of products. And as the premises spread over a greater sale area, alongside a larger space for presentation of articles, this format also provides customers with an opportunity, for the first time, to see and buy items that JYSK ordinarily sells exclusively through its webshop.

Business

VESNA KUKIĆ LONČARIĆ, Country Manager at JYSK for Slovenia, Croatia, BiH and Serbia

Although webshop sales are an ever growing trend, customers require expert advice prior to making some purchasing decisions, as well as to try out the products, and our competent staff are there to provide that service. What are all the steps that JYSK has taken with the aim of achieving greater sustainability of operations? We’ve already defined our Sustainability Strategy and implemented a lot of excellent projects. In our own operations we place a great focus on improving energy efficiency and reducing waste. We are in the process of transforming packaging to a more sustainable design. We have gradually eliminated PVC packaging and replaced it with recyclable alternatives. We’ve already spent many years working with the world’s

We recently celebrated the opening of our 3,000th store at the global level, and immediately set ourselves the new goal of opening 5,000 most credible eco-labels in an effort to ensure that the materials used to make our products are sourced responsibly. Does your conclusion that the Serbian market has great potential mean that you are still focused on expansion nationwide? We recently celebrated the opening of our 3,000th store at the global level, and immediately set ourselves the new goal of opening 5,000. And every country should provide its own contribution to that, including Serbia. Our aim is to ensure an equal experience for all our customers and completely rearrange all of our stores in accordance with the new concept by 1st September 2024, and that also applies to Serbia, where we will continue our strong expansion.

Empowered Women 2021

European Institute for Gender Equality 2021

Businesses Are Not G Women’s Territory – Yet The domain of political and economic power is one of the few areas in which the 2021 index of the European Institute for Gender Equality shows slow but considerable progress over time. It is becoming much more commonplace to see women in parliaments, governments and at the helm of businesses. And yet, the EU is only halfway towards achieving gender equality, and business seems to represent the toughest nut to crack by far. 60

Empowered Women 2021

ender balance in decision-making is one of the three main pillars of the EU Gender Equality Strategy 2020–2025. This strategy emphasises the importance of having women in leadership positions across political, economic and social spheres, and has an accompanying action plan that aims to make gender equality the norm at every level of decision-making. The domain of power comprises three subdomains: the subdomain of political power relates to the representation of women and men in national parliaments, governments and regional/local assemblies; the subdomain of economic power examines the ratio between women and men on the corporate boards of the largest nationally registered companies and central banks; while the subdomain of social power includes data on decisionmakers

in research funding organisations, public broadcasters and the most popular national sports’ federations. When it comes to political power, the most progressive EU institution in terms of gender equality at present is the European Commission, where women and men are almost on par – with 13 women (48%) and 14 men (52%). The European Parliament consists of 39% women and 61% men, which is also a positive result. However, if we observe national parliaments across the Union, we see that women account for only one in three members of EU national parliaments. Among the most impenetrable fortresses of male dominance are corporate boardrooms: in large companies, fewer than 1 in 10 board chairs or CEOs are women, while – viewed as a whole – women account for only 30% of company leadership positions. Even in areas where the presence of women has increased, such as research, media and sport, this increase hasn’t translated into increased influence over decision making. This was illustrated well during the pandemic. While women took on the burden of protecting the health of their families during the viral outbreak and were also among the majority of front-line first responders to the pandemic, they were barely present among pandemic emergency decision-making bodies. For instance, across 87 UN Member States, only 3.5 % of the 115 COVID-19 decision-making and expert taskforces had gender parity, while men represented the majority in 85.2% of cases. The reasons for the systemic underrepresentation of women in decision-making positions are similar to the reasons for their underrepresentation in other areas. Stereotypes, coupled with the heavy burden of housework and home care duties, persistently limit the active presence of women in public life, while these issues are only exacerbated by workplace discrimination and gender-based violence. As noted above, EU institutions have increasingly turned their attention towards advancing the representation of women in political and economic decision-making. Among the ground-breaking steps that brought this question into the limelight was the European Commission’s 2021 decision

to propose a directive to improve the gender balance among non-executive directors of listed companies, with a minimum target of 40% of the underrepresented gender, but that directive has since been blocked in the Council. Progress on gender equality in decision-making has nevertheless been seen since 2010. The EU score for the domain of power has increased by 13.1 points, including a 1.9-point increase between 2018 and 2019 alone. And yet, the overall score of 55 points remains the lowest of all domains. Advances towards gender balance equilibrium in the subdomain of economic decision-making – such as on the boards of the largest companies and central banks – was evident and mainly driven by binding legislative measures and other government actions in several countries, which peaked

Nationally, rapid progress on the gender balance in decisionmaking has been achieved since 2010 in France, Luxembourg, Italy, Germany and Spain, while that change has gone in the opposite direction in Czechia and Hungary between 2012 and 2016 and have since slowed noticeably. Gender equality in political decision-making was also driven by government action. From 2010 to 2019, countries with legislative electoral quotas nearly doubled the proportion of women in parliament on average, compared with those lacking such quotas. In areas not covered by such measures, progress was scant. Marginal progress has been achieved when it comes to the inclusion of women in decision-making processes in research, the media and sport, with the biggest gender imbalance to be found in sport, where women accounted for just 17% of the members of boards of the 10 most popular national sporting federations in 2020. In Spain, for example, women were included in several decision-making bodies and institutions in 2019, particularly

in government units and on the boards of public broadcaster RTVE, as well the national federations of the 10 most popular sports. The Netherlands has moved closer to gender parity on the management boards of its central bank and the Netherlands Organisation for Scientific Research, while Belgium saw significant progress towards a gender balance in its central bank and government, according to the EIGE 2021 report. The representation of women in corporate leadership is also improving, albeit slowly. In 2021, women accounted for 30% of board members of the largest publicly listed companies in EU member states. Although this figure marks an all-time high, it is still the smallest annual increase since 2010. Legislative action in a few countries may have driven boardroom progress, but many countries need to do more to catch up with the numbers in France, where at least 40% of each gender is on the boards of the largest companies, with women holding 45% of all board seats. And France is followed closely by Belgium, Italy and Sweden. Overall, 23% of the largest companies in the EU have boards that include at least 40% of each gender, though nearly a fifth of these companies still have all-male boards. In Bulgaria, Estonia and Hungary more than half of the largest companies have no female board members whatsoever. Measures for the greater inclusion of women on boards span from ‘soft’ measures that encourage companies to self-regulate and take independent action, to ‘hard’ regulatory approaches that include quotas combined with sanctions for non-compliance. Both hard and soft measures have so far yielded the following results: Spain has equality legislation recommending a minimum of 40% of each gender on company boards, but that recommendation is not enforceable. Meanwhile, Slovenia has a legislative quota of 40% when nominating government representatives to the boards of public companies, but non-compliance is not sanctioned. Other countries in this group have opted to encourage companies to self-regulate in order to redress the boardroom gender imbalance. The remaining 11 EU member states have not initiated any substantive action.

Empowered Women 2021

Feature

WHAT IS THE POSITION OF WOMEN IN SERBIAN BUSINESS?

Many Exceptional Women

Have Yet To Shine With Full Splendour

According to Statista, Serbia is currently in 21st place in terms of the proportion of women in leading positions, better than Germany but far behind the Nordic countries. Behind these differences are many similar stories about what hinders women’s progress. We spoke with presidents of the mixed chambers of commerce in Serbia, who shared their experiences.

s early as 2019, research by IBM showed that improving the position of women in business is not a priority for companies around the world, and that the gender gap in leadership is likely to last until 2073 without suitable initiatives at corporate level. Despite this gloomy prognosis, the last 10 years have seen an increasing gender balance for women in the field of economic decision-making, but from a low basis. Unfortunately, even this modest improvement was not accompanied by equally positive changes in the gender pay gap. We took the opportunity to ask women who hold important positions in society and the business community why the gender gap is so difficult to bridge.

DORIS DANILOVIĆ, Deputy Director, German-Serbian Chamber of Commerce

Mutual Support Is Extremely Important There is a growing trend in the number of women in high positions, which is an excellent sign, but it is still important to address the essential problems that are not statistics but the real situation

s Deputy Director of the German-Serbian Chamber of Commerce, I cooperate with many companies that have mostly foreign capital, our member companies of which there are over 370, mostly with a share of German or foreign capital. Of these companies, 70 have women as legal representatives. Compared to 10 years ago, that is a significant step forward and should encourage and motivate us. We can also mention that based on data researched by Statista, a German statistics company, Serbia is currently in 21st place in terms of the proportion of women in leading positions. In our country, the percentage is as high as 33.5%, while in Germany it is lower, 28.4%. What I can confirm from my experience is that cooperation with companies in which women are in management positions has sometimes been easier because there is a slightly greater or broader sensitivity, The “glass ceiling”, officially invisible, but attention to detail and operational flexibility. And I am glad that to my knowledge, a really existing limit for careers and even this impression is shared by most of the business world, so I cannot attribute it to women’s income in Serbia, is a legacy of a subjectivism or some kind of women’s solidarity or support. deeply traditional, patriarchal culture that We should all work together to break down the restrictions in the form of a ‘glass we are not succeeding in shifting. ceiling’, imposed prejudices, to work on support, which we need from everyone. And when we talk about the importance of support, I cannot fail to mention another personal example, just how important mutual cooperation and support can be to us so-called “chamber women” (as we are known in the jargon), who do a very specific and complex job in our bilateral organisations. This kind of support and cooperation has also brought prosperity, generally economic, to all our organisations, and thus to their member companies. I can mention with satisfaction on behalf of all my women colleagues in other bilateral organisations that we have excellent cooperation, which we also nurture through mutual support whenever needed. It also comes from an awareness of the necessity of the same, from the sensibility of each of us individually, and certainly from understanding and seeing the bigger picture and wider goals than individual ones, in the sense of common and general prosperity.

Empowered Women 2021

VERA NIKOLIĆ DIMIĆ, Executive Director, AmCham

Discrimination With A Ribbon The differences between women and men are equally present, they are just less visible and more subtly expressed, and prejudices are everywhere among us

here are certainly shifts in gender balance, but I would say that they are still small and insufficient and that everything depends on which part of society you look at, whether it is women in companies or women who do unregistered jobs, those who work illegally and have no employment rights. There are also differences depending on whether you are in a city or a village, a type of profession, a part of Serbia. Awareness of the differences and the opportunity to put yourself in the “other person’s shoes”, in this case the other woman, is not at an appropriate level. Differences still exist, and now on a much more subtle and hidden level than before, where they were obvious in all parts of society. Prejudices still exist, and we have a long way to go, and recent decades have not been too much in our favour.

The most vulnerable are women who work in the grey economy, who are the least visible and in the most unenviable position

SANJA IVANIĆ, General Director, CCFS

Women Run Sectors With Less Power And Money In positions of power, the division of roles and men’s advantage is still very visible - this is especially expressed in the management structure of big business and among sole traders.

omen in Serbia withdrew noticeably from the public sphere after the 1990s, and that is why today we are noticing a certain improvement in gender balance in business and politics. Progress is noticeable precisely because we are starting from such a low starting position, so the margin for progress is large. However, these “positions of power” in which we find women still apply mostly to certain sectors, such as civil society and non-governmental/non-profit organisations, and generally in sectors where there is less money and power, and which are therefore less interesting to men. There are many fewer women at the head of large companies, and even fewer as sole traders. The reason for this is that such a role requires great commitment, and that in our society many still believe that only a woman should take care of the household, the family, everything that is part of the private sphere, while men are still completely free of such duties. That is why the task of taking care of the family and the household is a deep political and gender issue. Every kind of division of tasks and duties in the family affects the roles of women and men in the public sphere. Gender parity in decision-making positions, in politics, and violence against women are some of the topics on which our society must work and find solutions. Nor must we forget educational policies, to increase the presence of women in fields and positions that are still considered ‘male’. Feminism and women’s networking, the principle of solidarity and the global association of women are the key to improving our society. Very few women are present, for example, in peace processes and if women participated equally in local and global political life, this world would surely be a much better place.

The task of taking care of the family and the household is a deep political and gender issue, because it is this burden on women that hinders their careers

Empowered Women 2021

Feature

MARIJA RADULOVIĆ, President of the Croatian Business Club

Fathers And Mothers Should Take Equal Care Of Their Children Last year, the Croatian Business Club encouraged the use of parental leave by fathers as a contribution to fostering gender awareness

large body of research shows that economic dependence contributes to violence in a relationship, and that the degree of economic dependence of women on men is higher than the opposite. But civil society organisations have noticeably raised the level of awareness of gender equality in the general population: while women have been informed about the possibility of achieving economic independence, men have been taught about the benefits of living in a gender-balanced environment. These activities seem to have intensified in the last decade, which is probably one of the reasons why women have made considerable progress in economic decision-making. At the same time, it is becoming more common in companies for women and men to be equally represented both in the staff and in top management. This should eventually lead to equal pay for the same qualifications and jobs. The fact that we are involved in many projects that promote gender equality, such as this last year’s project to encourage the use of parental leave by fathers, shows that members of the Croatian Business Club are gender-aware.

Civil society organisations have made major contributions to promoting women’s equality and economic independence

IVA PETROVIĆ, Executive Director of the Nordic Business Alliance

We Need More Women In leadership Positions Four Nordic countries are at the very top in respecting gender equality, but more generally, the next generation of women will have to wait for gender parity for 135 years

or the 14th time, the World Economic Forum has published the Global Gender Gap Report, and according to the report for 2021, the next generation of women will have to wait 135 years for gender parity. That is how long it will take our global civilization to see a world with equal views and opportunities. The widest gap is still where the most important decisions are made, in politics. It is estimated that it will take women 145 years to become equal state leaders. There is progress in the world of business, but the gap is so great that this year it is estimated at 267 years. The share of women in highly qualified professions has continued to grow, as has progress towards equal pay. On the other hand, overall income disparities are still only partially bridged, and there is a persistent shortage of women in management positions, as women hold only 27% of all managerial positions. On the list of the most successful countries in achieving equality, as many as four Nordic countries are at the top, Iceland, Finland, Norway and Sweden.

Empowered Women 2021

The widest gap is still where the most important decisions are made, in politics. It is estimated that it will take women 145 years to become equal state leaders

DANIJELA FIŠAKOV, President of the Slovenian Business Club

Equal Pay Is A Difficult Goal There is no longer any area of management in which women have not proven at least their equality with colleagues but are not paid equally for the same work. In Slovenia, this gap is about 8%

hroughout human history, women have never been banned from working. But what they have been denied is the right to decide and the right to a reward appropriate to their work. In the last ten years, there have been an ever greater number of women in a growing number of companies and institutions whose efficiency and effectiveness exceed that of their male colleagues. The share of women employed in the world economy is estimated at over 45 percent, and managers in some multinationals occupy up to 60 percent of important positions. There is no longer any area of leadership in which women have not proven at least their equality with their colleagues. However, despite the Treaty of Rome on equal pay for equal work, already signed in 1957, even the practice of the developed world still shows a completely different picture. There are still differences in earnings. In EU countries for example, women are paid on average 14% (20% in Austria and 8% in Slovenia) less than their male counterparts for regular work, not to mention the size of bonuses.

In the last ten years, a growing number of women who manage companies and institutions significantly surpass their male colleagues in their efficiency and effectiveness.

ALEKSANDRA PETROVIĆ, Financial Advisory Director, testifying financial expert and Leader of the SheXO initiative at Deloitte Serbia

Business

Deloitte Encourages Women’s Leadership As one of the few experienced female financial experts in international arbitrations, I observe the lack of gender diversity in the arbitration world. Various studies show that female arbitrators or providers of expert testimony are selected to serve on arbitration panels at a rate of renumeration that is lower than that of their male counterparts. As such, the empowerment of women and advocating for gender parity in the workplace are extremely important

e, at Deloitte, have long championed the advancement of women through different programmes focused on empowering them in the workplace. We understand that we need to support women individually. Regardless of the phase of life that they happen to be in or the goals they’ve set to achieve, we aspire to enable them to achieve their individual goals. It is also crucial to build a network of female business leaders who will enhance the capacity to play according to the same rules as male leaders. One such initiative is the SheXO Initiative, a programme consisting of various activities aimed

at advocating for women’s advancement in the workplace across the region.

It is also crucial to build a network of female business leaders who will enhance the capacity to play according to the same rules as male leaders Our objective isn’t just to empower women and advocate for gender parity in the workplace, which is implied in and of itself, but rather to building a network

and doing business, retaining talent and mirroring clients’ priorities. Visibility in the industry is essential and involves a lot of networking, travelling, active participation in conferences and article writing. Building the eminence and reputation in business is a long and thorny road, but I strongly encourage all talented and qualified women not to shy away from this challenge. Choosing to be a woman in leadership shouldn’t mean choosing between your work and your private life, but rather a choice for yourself. And that would achieve the objective of Deloitte’s SheXo Initiative.

Empowered Women 2021

History

Small Nation, Great Pride These are just a few of the women who have marked the history of Serbia over the last century. They educated themselves, made careers and left a tremendous impact on a society whose laws and rules of behaviour were crafted by men

hey were heroines who in wartime fought against an occupier, and in peacetime with the traditions and prejudices of their surroundings. Some of them went out into the world to study, create, celebrate, but they returned to their country to build, raise and help without asking the price. Many of them paid dearly for their choice, but today represent the great pride of a small nation, even though attitudes towards them were often a disgrace to that nation. Fortunately, the court of history has finally given them their rightful place. In spite of their circumstances, the zeal of these women held noble and selfless sacrifice as a genuine commitment to defend all values, but most of all the value of dignity. They did everything in their power to change reality for the better. They did this with a firm conviction and their own view of the

Draga Ljočić 66

Empowered Women 2021

world. Many of them had not even had role models of their own, but they themselves became role models for all future generations. We cannot conceive of our historical, social and individual identity without reminding ourselves of their outsized contribution to social and cultural change.

THE FIRST WOMAN DOCTOR

DRAGA LJOČIĆ (1855–1926) was twenty-four years old when she returned from Zurich, the only city where a woman could study medicine, as the first female Serbian doctor – to be disqualified in every way in Serbia. She did not receive the same salary as a man, which did not prevent her from being a front-line doctor in every war that befell her: the Serbian-Turkish, Serbian-Bulgarian, the Balkan wars and the First World War.

MIlica Tomić

She was allowed to work only as a medical assistant in a state hospital, and was fired after ten years. She continued with private practice and successfully treated her patients. It was only in 1919 that she received the full title of doctor, and in 1924 she acquired the right to a pension. She was married to Raša Milošević, one of the founders of the People’s Radical Party, the first party founded in Serbia. They had a son and four daughters. In 1906, together with other prominent women in Belgrade, she founded the Serbian People’s Women’s Council, which united all the women’s associations in Serbia at the time.

THE FIRST FEMINIST

MILICA TOMIĆ (1859–1944), a fighter for women’s emancipation, was formed alongside her father Svetozar Miletić, the most

important Serbian politician in Hungary in the 19th century. She entered politics publicly at the age of less than twenty, while her father was in prison from 1876 to 1879. She married Jakov, Jaša Tomić, a journalist, politician and writer, who was one of the most prominent Serbs in the National Assembly, which in 1918 made the decision to join Banat, Bačka and Baranja to the Kingdom of Serbia. As an ardent supporter of women’s emancipation, Milica started a women’s magazine in Novi Sad, which was published from 1911 to 1914 and from 1918 to 1921, and at that time had a revolutionary role. Milica was the first woman to speak publicly about the unworthy position of Serbian women. She wrote and translated texts on the position of women in Europe and America and informed readers about women’s actions and progress in the field of women’s emancipation. Woman was a modern, feminist magazine, right at the beginning of the twentieth century, and clearly played an immense role.

THE FIRST FEMALE ACADEMIC

ISIDORA SEKULIĆ (1877–1958), a writer who was welcomed into the world of literature by the evil spirit of the critic Jovan Skerlić, who buried her first book

Companions, and her second, A Letter from Norway. Even more unworthily, the powerful party figure Milovan Djilas attacked her in the magazine Borba in 1952, on the occasion of her life’s work To Njegoš - a Book of Deep Devotion. After his political downfall, Djilas attempted to get in touch with Isidora, but she resolutely refused to receive him. She never forgave him or Skerlić for the evil they had done to her, to women and to writers. It was said that she was the most literate Serbian woman since Jefimija. She was admitted to the Serbian Academy of Sciences and Arts as the first woman in this institution of the greatest national importance. She studied in Budapest, graduated from the Group for Mathematics and Natural Sciences, and received a doctorate in Germany. She retired as a teacher at the Second Women’s Gymnasium in Belgrade. She spoke German, English, French and Russian, and translated from Norwegian and Swedish.

A PIONEER OF WOMEN’S ARCHITECTURE

JELISAVETA NAČIĆ (1878–1955) was the first female Serbian architect to graduate in the first generation of students at the Faculty of Architecture in Belgrade at the age of 22. She began as a cartoonist in the Ministry of Construction, then passed

Isidora Sekulić Jeslisaveta Načić

the state exam and took work in a Belgrade municipality as the only woman. Among her works is today’s eight-grade school Kralj Petar in Kralja Petra Street in Belgrade, she designed parts of Terazije, Veliki and Mali Kalemegdan ... Her greatest work is the parish church of Alexander Nevski in Dorćol, Belgrade, built in neo-Byzantine style. Like many intellectuals and patriots, she was interned in the Nežider camp in Hungary in 1916. There she met an Albanian revolutionary and intellectual named Luka Lukai. She married him and in 1917 they had a daughter, Lulu. Under her influence, Lukai was a great advocate of the rapprochement of Albania and Yugoslavia. Due to their revolutionary activity, both were expelled from Albania and in 1920 settled in Dubrovnik where they remained until their deaths.

A WARRIOR FOR HISTORY

MILUNKA SAVIĆ (1892–1973), volunteered in the Balkan War in 1912, registering as Milun Savić. She fought as a man for a while, until she was wounded in the Battle of Bregalnica. In the First World War, she volunteered again, and as a part of the elite Iron Regiment, she stood out as a grenadier at the Battle of Kolubara. She was wounded again, the second time out of four, but as soon as she recovered, she went to the Thessalo-

MIluinka Savić Empowered Women 2021

Ksenija Atanasijević niki front and dislayed courage once more at the Battle of Kajmakčalan, capturing 23 Bulgarian soldiers. She received the highest medals for bravery – the Karadjordja star with swords, the Milos Obilić medal for bravery, the Légion d’Honneur. She is the only woman in the world with the French Order of the War Cross with the Golden Palm, which was presented to her by the French General Franchet d’Espèrey. She was admired by the Allies and respected by her enemies. The French General Charles de Gaulle invited only her from all of Serbia to his inauguration. The French government offered her to live in France as a knight of the Légion d’Honneur and receive a pension, but she refused. Milunka Savić is the woman with the most decorations in the history of Serbia.

THE FIRST PH.D.

KSENIJA ATANASIJEVIĆ (1894–1981) was a philosopher, the first woman to receive a doctorate from the University of Belgrade. In a male world that was unforgivable, so at the Faculty of Philosophy, where she taught philosophy, she experienced mistreatment and persecution from many colleagues. Her doctoral dissertation on Jordan Bruno has

Empowered Women 2021

MIlena Pavlović Barili been included in the Encyclopedia Britannica. Many believe that her most significant work is from ancient philosophy, a study of Epicurus, which she published in 1927 in Paris. After World War II, one of her colleagues became dean of the Faculty of Philosophy, academician and president of the War Crimes Commission, and he demanded the death penalty for her! He took revenge on her for refusing his invitation to cooperate with Bolshevik agitators in Paris in 1921, when she was writing her doctoral dissertation. However, she was released from prison, only to be deprived of her civil rights, and all her books were placed on the banned list. She was buried in Belgrade’s New Cemetery. The grave site was dug up and sold to new owners, and all the gravestones were destroyed. There are no monuments or preserved earthly remains of this important Serbian woman.

THE FIRST IN VOGUE

MILENA PAVLOVIĆ BARILI (1909– 1945) was one of the most interesting and talented Serbian women of the 20th century. Her mother Dania was from Karadjordjević, and her father Bruno Barili was a composer, poet, bohemian, war reporter, a black sheep

in a rich and snobbish family environment, originally from Parma. With a degree from the Royal School of Art, she continued her painting studies in Munich in the autumn of 1926. Her role model was the painter Giorgio de Chirico, whom she would later meet. From 1930 she spent ten years in Spain, Rome, Paris, London... She met Paul Valeri, Jean Cassou, Jean Cocteau, Andrea Breton, befriended Giancarlo Menotti... She exhibited in prominent galleries of the time in Belgrade , London, Paris, and Rome. In August 1939 she sailed for New York. There she painted, exhibited, struggled, was the first and remained the only Serbian woman to appear on the cover of the American fashion magazine Vogue. In her native Požarevac, there is a gallery that bears her name and which houses the largest collection of her works.

A MAGICIAN IN THE THEATER

MIRA TRAILOVIĆ (1924–1989) was a theater director by education, the founder and director of Atelier 212 and the founder and director of Bitef. She will be remembered for bringing the world to Belgrade and bringing Yugoslavia to the world. She succeeded in

Mira Trailović all this at a time when a membership card of the League of Communists was required for any serious position, yet she died without joining any party. She married Dragoljub Guca Trailović, a journalist who would later be director of Politika, and who was ejected from the Party because he married a bourgeois. There were no more capable and successful women in the field of culture in Yugoslavia during the 1960s, for as long as she lived. She brought to Belgrade, more precisely to Bitef, the biggest theater stars such as Bob Wilson, Elena Stewart and La Mama, Eugenio Barba, Roberto Chuli, Jerzy Grotowski, Samuel Beckett, Peter Brook, Yuri Ljubimov, Peter Stein, Pina Bausch ... She staged Hair at the Atelier, as the first European premiere of the famous musical. For two years, she ran the Theater of Nations in Nancy at the invitation of the French Minister of Culture, Jacques Lang.

A WOMAN OF THE NEW AGE

ZORICA MUTAVDŽIĆ KNEŽEVIĆ (1924–2011) received an offer from the newspaper Politika in 1964, to start the first magazine for women and families in postwar Serbia. At that time she had a husband, two children and a respectable career as a

Zorica Mutavdžić Knežević journalist in the cultural sections of Tanjug, Duga and Radio Belgrade. She travelled the world as a reporter, interviewed Ivo Andrić, Sartre, Stravinsky, Vivienne Lee… She conceived the concept of the first civic magazine in socialist Serbia, and her husband, a sports journalist and editor of Radio Belgrade, Predrag Knezevic Kneza, gave it its name – Bazaar. It was also her fate to surround herself with the best. In Bazaar, Momo Kapor wrote Notes of an Ana, a column that brought him great popularity, the fashion editor was a magician among creators Aleksandar Joksimović... Zorica was the first pen of Bazaar, and she initiated the selection of the most beautiful girl in Yugoslavia. Among the first winners was Nikica Marinović from Dubrovnik, who in 1966 became the first runner-up in the Miss World pageant! For ten years, this capable woman was editor-in-chief and the main promoter of civic values, which she advocated in the magazine and in life. With a vast circulation.

THE CHESS QUEEN

MILUNKA LAZAREVIĆ (1932-2018), a chess grandmaster who was and remains the best in the history of this game in Yugoslavia and Serbia! She was six times the chess cham-

Milunka Lazarević pion of Yugoslavia, and for twenty-five years she played non-stop in world championships. She was proclaimed the first active woman chess grandmaster in Yugoslavia, won a silver medal at the Olympics in Split ... She was the only Yugoslav chess player to play twice in the world championship – in 1964 and 1971 – and won third and fourth place. As a journalist, she was the best reporter from the Fischer-Spassky match in Iceland in 1972 and her interview with Bobby Fischer was memorable. When the young poet played in Leningrad in 1964, the future Nobel laureate Josif Brodski was her most ardent fan. While the organisation FIDA was president of the Women’s Chess Commission (1970-1978), she introduced reforms that have not been changed to date. When Dr. Max Eve proposed her as president of FIDA in 1974, she refused because she still wanted to play, write, travel. She was the mother of one son and a grandmother of six.

Radmila Stanković (For this text, I used the book Exceptional Women of Serbia, written by Dr Neda Todorović and myself, based on an idea of Madelene Zepter. The photo editor is Goranka Matić, publisher of Zepter Book World).

Empowered Women 2021

Exhibition

Great Women Of Serbian History –

At Jevrem Grujić House From 17th January 2022, Jevrem Grujić House in Belgrade will host the exhibition Great Women of Serbian Culture, which will present women from our history who, with their works, courage and contributions, not only to culture but to the whole of Serbian history, have influenced the development of Serbian thought and society in general. This exhibition is organised by four women from Jevrem Grujić House and the Office for Cultural Diplomacy.

hat does the great woman mean in Serbia? Often marginalised, even more often forgotten, our great women paved the way for new generations of painters, writers, doctors, scientists, philosophers, feminists, fighters for a better social position for women in professional life. These were nurses and warriors, with medals, ranks, in many ways the first in their city, country, and even in Europe. The first to study, the first with a diploma, the first doctoral students, the first managers,

Empowered Women 2021

members of the Serbian Academy of Sciences and Arts, founders of art associations, but also societies for the protection of women. Always patriotic, they often balanced between the struggle for personal realisation and the shackles imposed upon them by a patriarchal society, and even more often remained misunderstood in the struggle to realise personal, artistic, social and life goals. Celebrated abroad, misunderstood in Serbia, often in the fight against patriarchy, bureaucracy, laws and unwritten rules, they

paved the way for new generations. Milica Stojadinović Srpkinja, Mina Karadžić, Poleksija Todorović, Draga Ljočić, Beta Vukanović, Nadežda Petrović, Isidora Sekulić, Jelisaveta Načić, Marija Maga Magazinović, Vidosava Kovačević, Anica Savić Rebac, Zora Petrović, Desanka Maksimović, Leposava St. Pavlović, Milena Pavlović Barili, Ljubica Marić, Ljubica Cuca Sokić and Soja Jovanović will tell the visitors their life stories, destinies and achievements. Let us not forget them, because they are the great ones.

Empowered Women 2021

Empowered Women vol. 2

Articles inside

GREAT WOMEN OF SERBIAN HISTORY AT JEVREM GRUJIĆ HOUSE

SMALL NATION, GREAT PRIDE

WOMEN ARE BORN LEADERS

BUSINESSES ARE NOT WOMEN’S TERRITORY – YET

TIME OF NEW RECORDS

DELOITTE ENCOURAGES WOMEN’S LEADERSHIP

CWP IS MISSIONDRIVEN

MASTERS OF CARGO TRANSPORTS

GORDA’S STRENGTHS: LOVE, HERITAGE AND TRADITION

HAPPY CHILDREN BECOME HAPPY ADULTS

BIOCHAR, FOR A HEALTHY ENVIRONMENT

STEEL IMPEX IS RUN BY WOMEN

NO SECRETS TO SUCCESS

FOSTERING A NEW EMPOWERED GENERATION OF WOMEN

GENDER EQUALITY AS A PRIORITY

WOMEN MUST TAKE RESPONSIBILITY FOR THEIR CAREERS

SYNONYMOUS WITH GOOD BOOKS

A SMILE REFLECTS ONE’S PERSONALITY

CONCEPT OF QUALITY, ELEGANCE AND LUXURY

NEW AREAS OF ACTIVITY BRING GROWTH

OOH MEDIAOFFERS THE PUREST CONTENT