Empowered Women 2023

Another 59 Years To Break The Glass Ceiling?

The EU directive aimed at improving the gender balance on corporate boards, which was finally adopted on 22nd November 2022, took a decade to negotiate. Here in Serbia, women face the same challenge at every step in the employment process. And just how much that could be changed by the Law on Gender Equality remains to be seen.

claimed that women and men are not treated equally in the workplace.

force. It remains to be seen whether other employers will also adhere to the law and provide equal opportunities to all.

It took 10 years of negotiations to reach a milestone achievement like the Women on Boards Directive, which seeks to improve the gender balance in corporate decision-making positions at the largest listed companies in the EU. The directive was finally adopted on 22nd November 2022. The successes, and the period needed for a consensus to be reached, show how hard it was to tackle – so far only in the form of a document – one of the strongest bastions of male power and source of female inequality.

Women in Serbia are fighting the same battle. According to a survey conducted by tobacco company Philip Morris in Serbia and the Coordination Body for Gender Equality, the so-called “glass ceiling” – which refers to obstacles faced by women in advancing in business – is very much present in Serbian society. The survey showed that 54 per cent of women have lower incomes than their partners, and 56 per cent have lower incomes than their male counterparts. In addition, 78 per cent of respondents

Along the lines of the EU directives, the new Serbian Law on Gender Equality, adopted in 2021, sets the legal framework for the equal representation of men and women (40-50% women unless otherwise stipulated by a special law), which

In accordance with EU directives, the new Serbian Law on Gender Equality, adopted in 2021, establishes the legal framework for the equal representation of men and women, which public authorities and employers in public institutions must take into account

public authorities and employers in public institutions must take into account.

As an example of such a principle, the Ministry of Culture applied the principle of balanced representation of genders immediately upon this law entering into

Indeed, like many countries, Serbia is – at least through its official acts –striving to improve social and economic outcomes for women by creating possibilities for equal access to education and employment, securing the right to live free from discrimination, violence and exploitation, and enjoying the same opportunities to realise their full potential as men and boys.

Even the legislative framework is not fully in place. Serbia is still awaiting the Action Plan for the National Strategy to Combat Gender-Based Violence against Women and Domestic Violence (20212025), as well as the new National Action Plan (NAP), with the latest one having been in force for the 2017-2020 period.

Of course, changes in real life are much more subtle. According to the third Gender Equality Index in the Republic of Serbia 2021 – measuring changes in the domains of work, money, knowledge, time, power and health – Serbia has increased by 5.6 points compared to 2016. Yet, according to the results, if gender equality improves at the same pace, full gender equality might only be achieved 59 years from now.

Equality Is Our Credo

MAJA GOJKOVIĆ, Deputy Serbian Prime Minister and Minister of Culture, President of the Coordination Body for Equality

Strong political will exists in Serbia, but also a willingness of the society to advance gender equality in all areas of political, economic and social life ~ Maja Gojković

Serbia has improved its legislative and strategic framework over a significant period, as a prerequisite for the creating of equal opportunities for women and men. A set of strategic documents was adopted in 2021: the new Law on Gender Equality, amendments to the Law on the Prohibition of Discrimination, the Strategy to Suppress and Eliminate Gender-Based Violence against Women and Domestic Violence for the 2021-2025 period and the new Strategy for Gender Equality for the 2021-2030 period. The law on gender equality envisages, among other things, a balanced representation of the sexes in political and public life and gender-sensitive budgeting, while the term unpaid domestic work has been introduced, as well as the obligation for employers to work on establishing the equal representation of women and men. There has also been the clear defining of the protection of employees and their enjoyment of all rights following maternity/parenting leave.

The coordination body for gender equality should represent the focal point in the connecting of different policies and monitoring the achieving of targets set by strategies and action plans.

That’s why we discussed the upcoming work of that body in 2023 with Deputy Serbian Prime Minister and Minister of Culture Maja Gojković, who is also president of the Coordination Body for Equality.

“The Coordination Body for Gender Equality was founded with a mandate to coordinate the work of state administration bodies and other institutions with the aim of advancing gender equality and the position of women and men in Serbia. We are an institution that brings together all state initiatives, activities and efforts in the area of empowering women in all areas of life, as well preventing and fighting all forms of gender-based violence. Our plans to advance in this work imply a firm po -

litical will and decisiveness to continue strengthening the capacities of every institution and individual, in order for the normative and strategic frameworks to be effectively applied in practice. Improving gender equality includes not only legislative bodies and decision-makers, but rather also cooperation with international partners, the civil and private sectors, but also the media, which plays an important role in promoting a culture of non-violence and building a society on foundations of respect for human rights,” says Gojković.

The coordination body provides expert opinions and sets the direction of the work of state bodies on jobs that have a direct or indirect

DECISIVENESS

We have a firm political will and decisiveness to continue strengthening the capacities of every institution and individual, in order to realise gender equality in practice

impact on gender equality, and also coordinates the work of state administration bodies and other institutions with the aim of promoting gender equality. For example, despite numerous approach protocols, it seems we still don’t always have conformity when it comes to domestic violence. In your opinion, what should be done for us to have fewer deaths and generally less domestic violence?

Violence in the family and domestic partnerships represents an extremely important and complex topic. Unfortunately, no country anywhere in the world is exempt from the battle against this scourge, and women and girls represent the group that’s disproportionately impacted the most by this form of violence. Violence against women represents an extreme violation of human rights, which mustn’t be tolerated under any circumstances. However, in Serbia, like in many other countries, there are stereotypes that still prevail, and thus also prompt feelings of shame in reporting violence among victims, which only complicates the fight against gender-based violence. As many as 84% of women killed by a partner or family member never turned to institutions for help. It is for this reason that we will continue working on the empowerment of women, both through the normative framework and through projects that we implement with local and international partners. We can see from numerous statistics that the number of women deciding to report violence increased over the previous year, which is very important. Although certain progress has been made, the Coordination Body for Gender Equality will continue working at full capacity to ensure all women and girls feel safe in our country in the future.

VOICES

As many as 84% of women killed by a partner or family member never turned to institutions for help. It is for this reason that we will continue working on the empowerment of women

How do you intend to cooperate with the numerous NGOs dedicated to improving the position of women?

We have good cooperation with numerous civil society organisations that are active in the area of improving the position of women and fighting for women’s rights, as well as preventing and eliminating gender-based violence.

COOPERATION

We have good cooperation with numerous civil society organisations that are active in the area of improving the position of women and fighting for women’s rights

areas and women engaged in artistic creation.

We had electoral lists on which 40% of the candidates were women, but at the local level of government, in public companies and public institutions, we don’t see such advances being made. To what extent are you able – in your capacity as minister of culture, but now also in this coordination body post – to influence change in these practices?

Through the projects that we implement in partnership with UN Women, women’s civil society organisations receive support to implement initiatives in the domain of gender equality and women’s empowerment. These initiatives focus on increasing the active involvement of women in policymaking, raising awareness of gender equality issues, overcoming stereotypes, increasing the access of women to the labour market and striking a balance between the private and business spheres of life. Numerous initiatives have also been launched and implemented with other partner organisations in the area of strengthening female entrepreneurship, which we intend to continue and develop further. In the period ahead, we will focus in particular on supporting women’s activism aimed at improving the position of women living in rural

The Law on Gender Equality introduces a balanced representation of the sexes and defines that such a balance exists when the representation of one of the sexes is between 40-50 per cent in relation to the other, unless stipulated otherwise by a separate law. All public authority bodies must apply the gender balance principle. An employer should take care of the equal representation of women and men in their establishment or state institution. In the case that the representation of the sexes is unbalanced, an employer is obliged to adopt one of the special measures from Article 11 of the Law on Gender Equality. From the instant this law came into force, the Ministry of Culture applied the principle of a balanced representation of the sexes. With the August 2021 amendments to the Law on Culture, we harmonised it with the new Law on Gender Equality. We have envisaged, for example, that representation of at least 40% of representatives of the less represented gender be ensured during elections for the National Council for Culture. Additionally, we have established an obligation to ensure the composition of the supervisory and management boards of cultural institutions includes at least 40% representatives of the less

In its further work, the Coordination Body for Gender Equality will continue including the gender perspective in all public policies and practices, including those related to climate change

represented sex. I hope that other employers will also respect the law and provide for the creation of equal opportunities for all.

Serbia is the first non-EU country to introduce the Gender Equality Index into statistics. Where are we lagging behind the EU the most in this segment?

Serbia is the first country outside the European Union that introduced, back in 2016, the Gender Equality Index. This instrument enables us to evaluate our country’s progress in the field of gender equality, but also to compare the results we’ve achieved with those of EU countries. Statistics from the Index also serve as an important benchmark for the adopting of future laws, strategies and measures for improving the state of gender equality in Serbia. When we compare our results with EU member states, Serbia has an index value 10.4 points lower, though this difference has reduced compared to 2016, when it totalled 12.6 points. The differences between Serbia and the EU average are at their greatest in the domains of power, time and money, while they differ the least in the domains of health, knowhow and labour. Compared to the EU average, Serbia made greater progress between the two reporting periods. Compared to 2016, the value had increased by 3.4 points in 2018, while progress of 1.2 points was achieved in the European Union during the same period. Progress was also recorded in the third report, in 2021, and this all serves to confirm to us that we are on the right track, but that we still have a lot of work ahead.

Women are unequally represented in the domains of power, money andfreetime.Inyouropinion,where is it easiest and hardest to alter this state of affairs, in relative terms?

I don’t consider any change as being easy, and the progress we’ve achieved

Serbia is the first country outside the EU that introduced, back in 2016, the Gender Equality Index. Reports for 2018 and 2021 showed that progress has been achieved, but we still have a lot of work ahead

to date certainly indicates that a strong political will exists in Serbia, but also the willingness of our society to advance gender equality in all segments of political, economic and social life. Gender equality is one of the key priorities set by the Government of Serbia in the area of public policy reform. I believe that creating a society where all citizens will be able to fully exercise their rights requires a multisectoral approach from all relevant actors, from state institutions to civil society organisations and important international partners.

Finally, imposing itself alongside the issue of climate change is the issue of women’s inequality in accessing agricultural land, water and other resources, and their greater exposure to environmental pollution. How much does the Coordination Body intend to engage in this area?

This question is complex and there are multiple factors that impact on women’s unequal access to resources and exposure to the consequences of climate change. They impact everyone, and that impact hits women harder due to their limited access to resources and reduced representation in places where decisions are made.

Traditional models still dominate and are reflected in the division between “men’s” and “women’s” jobs, which results in women being the primary consumers of energy in their households. According to research conducted jointly by the Coordination Body for Gender Equality and UN Women, women cook all meals in 82% of households, while the same is true for men in only 8% of households. Women are exposed to negative impacts coming from indoor air pollution caused by heating and cooking using old and inefficient wood stoves. Rural women represent a particularly vulnerable group, considering that only 16% of them own land or the means of agricultural production, while as many as 36% of them renounce their inheritances in favour of their male relatives. This fact further limits access to resources and ensures the economic potential of rural women is insufficiently utilised.

In its further work, the Coordination Body for Gender Equality will continue including the gender perspective in all public policies and practices, which includes those related to climate change. Support is essential at multiple levels in this area, and that includes increasing the participation of women in decision-making processes in relevant areas, support for initiatives aimed at improving the position of rural women, protecting agricultural holdings against natural disasters, supporting access to more efficient energy sources, as well as essential public awareness raising with regard to social patterns that impact the equality of women.

Championing Gender Equality

BRANKICA JANKOVIĆ, Commissioner for the Protection of Equality

Addressing the annual conference of Commissioners, which is held to coincide with the commemorating of the International Day of Tolerance, Serbia’s Commissioner for the Protection of Equality, Brankica Janković, chose to direct attention towards the topic of improving the safety of women and girls in rural areas. This is just one of numerous examples of a commissioner opening discussion of a relevant topic requiring attention in Serbian society.

“Thousands of educative stories of both women and men are waiting to become someone’s guideline and inspiration. We are working on them being heard; on their knowledge, experiences and skills being preserved, shared and improved to the benefit of the common good and the advancement of our entire community, but also beyond it,” says Janković. “Women from rural areas are of special value to our society and we must work more to ensure everything they know and produce is recognised and appreciated. Do you know just how many hours of labour are woven into handicraft works, which often seem expensive to people from the city? Those who don’t believe it should try doing the work themselves.”

Of course, our interlocutor in no way idealises the position of rural women. “I always say that it is also essential to improve their position, as it is difficult for them to realise many of their rights, such as the right to pension, disability and health insurance, they have no personal income and own no land, which illustrates how difficult their position often is. Gender-based violence is also part of the problem facing rural women. As they are less likely to report it,” says Commissioner Janković.

The selection of the topic for this year’s regular conference of Commissioners was no accident, but rather represents the result of two years of intensive work implementing the project “Improving the safety of women and girls in rural areas”, undertaken with the support of the Embassy of Norway and UN Women.

“We worked on their economic empowerment through the procurement of equipment for agricultural production, but also office equipment for the work of civil society organisations in rural areas, where the civil sector is less active and yet represents an important factor in the development of every democratic society,” explains our interlocutor.

She nonetheless feels that the most useful element for her and her work was a visit to Portugal that was organised by Portuguese ambassador Maria Virginia Pina and her team. “I most liked the model of organising security in the community on the part of their National Guard.”

Given the title of your conference is “View of the future”, what kind of contribution can we provide to en-

There can be no acknowledging and recognising of the role of women in society without partnership with men. It is important for them to understand that equality takes nothing away from them, but rather that we can provide our full contribution if we work together as equals

PROGRESS

There are evident changes in the promotion of women’s equality, but I would struggle to find a single area where full equality has been achieved

suring the position of rural women is acknowledged and recognised? We will achieve that through government support programmes; through projects like this one that we’ve implemented and are continuing, constant education, changes to cultural patterns and, of course, through required amendments to the legal framework. We must take continuous care to ensure that all public policies are gender-sensitive and that we include as much gender-segregated data as possible. There are several initiatives have already been adopted and that I, in my capacity as Commissioner for the Protection of Equality, forwarded to the relevant ministries. These include, for example, the amendment to the decree enabling the individual registration of farms by married couples, registering real estate property rights, bringing equality to the position of female farmers in the calculating of compensation during periods of maternity leave, continuous support for rural young people and women.

Everyone can provide their own contribution in their domain – from international organisations and state institutions, to local governments. When women sufficiently empower themselves, it is much easier for those around them to accept and appreciate their significance. Many have already decided not to wait, to create their own chances in life, by launching small businesses in their households and earning money for themselves, gaining a sense of certainty and independence.

While we’re already on the subject of security, it is important to note that we are awaited by the drafting of a new Action Plan for the implementation of the UN Resolution on women, peace and security”. Is it time for women in general and is it time to address the issue of climate change and the safety of women?

STATISTICS

We must take continuous care to ensure that all public policies are gender-sensitive and that we include as much gender-segregated data as possible

It’s high time for that. I even find it strange that there’s still no laurel branch on the shoulders of some lady officer, considering the great interest in military schools among our girls. That would be both a symbolic message and encouragement for youngsters.

Serbia has implemented two action plans for the application of Resolution 1325 on women, peace and security, and we conducted independent monitoring, alongside an evaluation of implementa-

EDUCATION

What I would like to see, as a result of joint action, is the introduction of sexual and reproductive health programmes to school curricula

and domestic violence, while they are more often victims of human trafficking.

Serbia represents part of the world and shares Europe’s fate on many issues, so it is naturally time for this topic to be included in our political agenda in even more areas.

To what extent can women change their own position; and how much can increased numbers of women in parliament, the government and local government bodies really contribute to improving the position of women generally? Are they valued factors in decision-making processes or merely decoration?

Both women and men can be mere decoration. That is an individual decision, but can also happen by coincidence under some exceptional circumstances. Again, everything depends on goals, personal development and work.

tion. Many things still need to be done, and there should be no delay in drafting the third National Action Plan. Without women participating actively at every table where decisions are made, there is neither prosperity nor stability. This has been shown clearly by the implementation of this resolution. Analysis conducted by the International Institute for Peace in the U.S. of 182 peace agreements signed between 1989 and 2011 shows that the likelihood of peace enduring increases by 35 per cent in the case that women are included in negotiations.

Climate change has long been a major topic on the social agenda, and it is linked significantly to women’s (in)equality. We are all very well aware that climate change has a greater impact on poor people all over the world, while research shows that women are disproportionately harder hit by the adverse consequences of climate change – as they have limited access to water and food, are more exposed to pressure, exploitation

Having more women in politics and occupying important positions in society doesn’t necessarily contribute to the better representation of women’s interests, but if there are none there certainly won’t be any realistic overview of the needs of women and policies required to satisfy them. Having said that, we mustn’t forget that men are also elected to represent the interests of all citizens, regardless of gender. Responsibility is thus shared and is neither less or more for women.

In the fight to lead “balanced” policies, we are often confronted by the “glass ceiling” phenomenon, where it is much more difficult for women to reach the top political positions, regardless of quality. We now have a negligible number of women heading parties, and most of them withdraw prematurely from the political race, in the belief that they lack credibility.

However, in other domains too, the height at which women will “hit” the glass ceiling is determined not only by labour market restrictions, rather reasons can

It is essential to constantly change patterns of social behaviour, deconstruct stereotypes on expected gender roles, but also sexist and misogynistic practises in the public sphere

also be sought in various sociological and cultural phenomena.

We have spent years monitoring the situation, forwarding recommendations and initiating changes to ensure we have balanced representation of both sexes in all spheres. A lot has been done on that front. We also have important and responsible allies in that journey among politicians.

We’ve increasingly been seeing women working in diplomacy in recent times, primarily serving as ambassadors of European countries in Serbia. To what extent are we following this European trend?

We are part of Europe in all ways, and in this are we are somewhere among the average. I don’t think there’s even full gender equality in diplomacy anywhere among the EU member states. And that’s unusual to say the least, considering their skills and knowledge, or more precisely the overall capacities required to deal with diplomacy. We currently have a slightly larger number of lady ambassadors in Belgrade who hail from EU member states, which wasn’t the case until the recent arrivals of the ambassadors of Belgium and Germany. Statistics indicate a continuous increase in the number of women holding positions of heads of diplomatic and consular missions, which also applies in Serbia’s case. Data from the Ministry of Foreign Affairs show that almost 40 per cent of positions of heads of diplomatic missions are held by women, including 18 who hold the rank of ambassador.

Climate change also leads us to the topic of women’s health. We’ve witnessed shocking documentaries about the treatment of women in maternity wards, but that’s certainly not all we could say on this topic. Where does room exist for the Commissioner to act in this area?

Only a woman who’s healthy is productive and satisfied. And here I’m referring to overall health, both mental and physical, and a feeling of wellness, and not just the absence of disease. There is ample room for action, because the law provides us

with a solid range of powers and we utilise all mechanisms to act with the aim of improving the general health of residents and promoting healthy lifestyles. Interestingly, health situation often provides the basis for discrimination in the complaints submitted to us by citizens. We determine in individual cases whether there has been a violation of the right to protection against discrimination and provide a recommendation to eliminate said violation, though we also submit general recommendations, as in the case of treating women in some maternity wards, while we initiate various amendments to laws and policies. Many modern medicines and therapies are now available thanks, among other things, to our formal opinions and recommendations. What I would like to see, as a result of joint action, is the introduction of sexual and reproductive health programmes to school curricula.

Even during the time of the pandemic, the majority of our recommendations

aimed at resolving the health problems of vulnerable residents were accepted.

Toconclude,insteadoflistingmany other subgroups of women who find themselves facing an unequal position in society, I would like to ask you if you have encountered any field, company, institution or segment of society where women enjoy full equality in Serbia?

There are evident changes in the promotion of women’s equality, but I would struggle to find a single area where full equality has been achieved. There are numerous reasons for this, while it is noticeable that achievements in different areas differ greatly. In lower-paid occupations and areas with the greatest social importance – such as education, healthcare, social care and the judiciary – we have a shortage of men, which represents a major imbalance in every sense.

It can be seen from the data of the National Strategy for Gender Equality that, compared to the average among EU member states (28), Serbia scores a gender equality index value that’s 10.4 points lower. To improve things, it is essential to intensify the processes that have been launched, by integrating the gender perspective into all public policies and the budget, by intervening directly in certain fields, and by strengthening independent protection mechanisms. The academic community and the civil sector have an important role to play, while the private sector has perhaps the most important role. I recently supported the wonderful initiative of AmCham Serbia – “Support her idea”, which is aimed at advancing the gender perspective of business in the right way, and I’m glad that many companies set the goal of having up to 50 per cent of their decision-making positions held by women in the near future. I believe that could have a significant impact on improving the business climate, and thus also the social climate. An independent, professional and free media also serves as a powerful ally in the creation of that climate. Gender equality is, for me, an issue of fundamental rights and, ultimately, an issue of our vital national interests.

I’m glad that many companies set the goal of having up to 50 per cent of their decisionmaking positions held by women in the near future.

I believe that could have a significant impact on improving the business climate, and thus also the social climate

Women Make A Difference

VIOLETA JOVANOVIĆ, NALED Executive Director

I am satisfied that I have been able, as the first employee at NALED, to monitor and direct the development of the organisation from its very inception, and to have done so in such a way that its management includes many exceptional women who make a difference with their work and intelligence, and who set an example for others to follow

One recent survey showed that women account for only three in every ten business owners in Serbia. That’s why talking to women who have forged successful careers, particularly in areas requiring a lot of personal entrepreneurship, is a good way for us to find out how women succeed and whether their successes are replicable. NALED Executive Director Violeta Jovanović is the ideal interlocutor to discuss this topic.

As a woman who statistically belongs to the aforementioned three per cent, how difficult was it for you receive and retain this position?

I am satisfied that I have been able, as the first employee at NALED, to monitor and direct the development of the organisation from its very inception, and to have done so in such a way that its management includes many exceptional women who make a difference with their work and intelligence, and who set an example for others to follow. I’m also today a member of the community of directors of business associations, and it should be

acknowledged that these organisations in Serbia are headed by women, almost without exception. I would contend that this is the case because we possess the specific skills required to lead dialogue, reconcile contrasting perspectives and articulate members’ proposals in the public policies that we advocate for with the state. The goal of us gathering together in a community is to provide each other with mutual support, the exchange of knowledge and the affirmation of female leadership.

It was 15 years ago that Norway became the first country in the world to legislate management boards of companies having to be at least 40 per cent female. Such a rule exists in our country when it comes to women representing 40 per cent of

candidates on electoral lists. What prevents us from taking a Norwegian approach?

Quotas are one of the important mechanisms for strengthening gender equality and raising awareness of women’s potential and their contribution to social progress. However, it is important to note that there are also pro and con arguments over such a solution, and that the way it is implemented should be carefully conceived. We often witness the failure to achieve the desired effect in the case that a principle is imposed, which sees it applied only formally, and that goes for both politics and business.

According to the findings of the latest report, “Women in the Boardroom: A Global Perspective”, which was conducted by Deloitte Global in collaboration with the 30% Club, women occupy 19.7% of boardroom

EMPOWERMENT

The economic empowerment of women and gender equality are in our national interest, because women account for half of the total population and the working-age population

seats worldwide, which is 2.8% higher than the previous most recent finding, from 2019. If such a situation continues in the future, we can expect equal gender representation on management boards to be reached by 2045. In Serbia’s case, according to the findings of research on factors that contribute to the glass ceiling effect for women in business, only 4% of women hold the function of director or serve as members of management and supervisory boards.

We are encouraged that we are seeing ever more women holding important positions in the state, who can serve as motivational examples provided that, alongside responsibility, they also take authority for decision-making and adopting policies that will be gender-sensitive and thus positive for society as a whole. Moreover, according to data from the APR [Business Registers Agency], women are founders of every fourth company and every third entrepreneurial enterprise, but a question remains as to whether we should always trust the statistics, because we know that there is a practise of spouses only formally establishing a second business in the name of their partner, so the extent to which women are really represented in entrepreneurial waters is questionable.

What we are lacking in order to change these statistics are support programmes that would imply an increase in the number of public institutions and lower prices of private childcare institutions, the strengthening of the awareness of joint parenting, a more tolerant social attitude towards women who are successful and accomplished, as well as community practises aimed at strengthening self-confidence and highlighting good role models. In order to achieve faster progress, it is vital that we create space for women to realise their potential.

OBSTACLE

The economic power imbalance is a key obstacle to achieving equality, and there are numerous challenges in the awarding of support to women entrepreneurs

You believe that every woman who isn’t working represents neglected economic potential. What is NALED doing to draw attention to this and to empower women to enter the labour market?

Through its work, NALED strives to contribute to gender equality and the eliminating of imposed gender roles. As a consequence of the economic and social

New information and communications technologies, the internet, and the comprehensive digitisation that is underway, have not only transformed existing business models, but rather also created opportunities for women to express their development potential

problems of previous decades, women have been squeezed out of the labour market and are insufficiently recognised as being potentially able to contribute to the advancement of society, the strengthening of the economy and the improving of standards of living.

The current situation in Serbia is such that there are fewer women employed than men, while there is also a large gender gap in salaries that ranges from 8.8 to 11%, as well as in quitting jobs to take care of the family and household. The economic empowerment of women and gender equality are in our national interest, because women account for half of the total population and the working-age population, and that’s why it’s also an economic imperative for us to put that human capital to work.

EXAMPLE

We need masses of the kind of support programmes we implemented through the project

“Women as drivers of the rural economy”, because that’s the best way to encourage this target group

In the amendment to the Law on the Procedure for Registration in the Real Estate Cadastre, NALED ensured that spouses who acquire real estate during a marriage are automatically registered in the real estate cadastre as holders of joint property ownership rights, which is a huge contribution to the socioeconomic affirmation of women.

The Ethno Network that exists under the auspices of NALED is a vocational platform that promotes our national heritage and provides support for female entrepreneurship, and thus successfully connects the economy and culture. Since its establishment in 2005, it has been committed to working to create sources of income for women who have been unemployed for a long time, as well as to creating opportunities for those who are more agile to become self-employed. And the results that we’ve achieved testify to that. We’ve managed to help more than 1,000 women become professionally trained through the Ethno Network, to pass through our training programmes, procure equipment, form associations, establish cooperation with municipalities and design products - with the support of the Ethno Network - that they will succeed in selling as business gifts.

Through engagements in the Ethno Network, many women have gained their first work experience, connected their career status and met the conditions to receive a pension, and built for themselves creative jobs that provide them with a source of income and economic independence.

Your research likewise shows that it is commonplace for women to run enterprises that are too small to apply for state aid or projects. In your opinion, what is the cure to this problem: empowering women to work in management positions or some kind of affirmative acti -

on measures that the state could prescribe for applications for state funds?

The economic power imbalance is a key obstacle to achieving equality, and there are numerous challenges in the awarding of support to women entrepreneurs. Through the project that we implemented together with the Office of UN Women a few years ago, we saw that, for every dinar of support that women receive, companies that are run by men receive as much as 4.6 dinars. The problem is that such programmes don’t usually target service activities, where women are more represented than they are in manufacturing, which is dominated by men. Similarly, collateral is often sought in the form of immovable assets, and we know that women are only the owners of one in every four real estate properties and struggle to meet this important prerequisite for receiving support. So, systemic obstacles exist that need to be eliminated.

We also see with the example of artisanal handicraft work that financial assistance that’s allocated from public funds is a precious form of support that’s available, but the problem is that the programmes offered are not aimed specifically at this target group, but rather at civil society organisations, including women’s associations, and that this often boils down to ad hoc support, rather than well-designed and continuous empowerment programmes. We need programmes to protect heritage and register on the national list, but also for registering to provide eligibility to apply for other types of assistance. Likewise, an effective support mechanism could be implemented through social public procurement, and for the protocol of mayors and the state to contact precisely those associations that deal with traditional handicraft production when they require specific business gifts.

You recently spoke about the position of rural women as a group that is perhaps in the toughest position among women. How did you tangibly help these women through

the project “Women as drivers of the rural economy”?

We implemented the project “Women as drivers of the rural economy” in cooperation with the Coordination Body for Gender Equality and with the financial support of UN Women. With a view to the fact that rural women are a particularly vulnerable category, that their position has become tougher and more complex due to insufficient investment in rural areas, through this project we also wanted to highlight positive examples of municipalities that are working to improve the position of these women. We conducted specific support measures for women engaged in traditional crafts in Bela Palanka, Pirot, Knjaževac, Sremska Mitrovica, Inđija, Odžaci and Sombor. We worked on education, creating space and securing other conditions for work, organising training courses and weaving colonies. What we need is for there to be masses of

these kinds of support programmes, for them to become permanent, systematic, because that’s the best way to encourage this target group.

Another area where you are also extremely active is digital transformation. To what extent are women actively engaged in the development of new digital solutions in this field, and in the management of digital transformation projects?

New information and communications technologies, the internet, and the comprehensive digitisation that is underway, have not only transformed existing business models, but rather also created opportunities for women to express their development potential. According to data from the Start-up Scanner 2022 research, which was conducted by the Digital Serbia Initiative, the percentage of women among the founders of start-ups in Serbia stands at 20.5%, which is aligned with the global average of women accounting for 20% of founders, but is above the European average of 15.5%. However, one of the obstacles that they face, and which impacts greatly on their operations, is a lack of sources of funding, with female teams not having such diverse sources of capital as those available to male and mixed-gender teams.

NALED provided its own contribution to this, because within the scope of the StarTech programme, which we implement with the financial support of company Philip Morris, we have already awarded two rounds of grants for the development of innovation among local small businesses and for their digital transformation. Among the 57 recipients of grants, who received total support of two million dollars, as many as 23 of the projects – representing about 40% of the total – are led by women, as company founders or members of start-up teams. We are very proud of that, and we invite other large, socially responsible companies to help entrepreneurship in Serbia, particularly women working in the domain of digitisation and digital transformation, in this or a similar way.

We are encouraged to see ever more women holding important positions in the state, who can serve as motivational examples provided that, alongside responsibility, they also take authority for decision-making and adopting policies that will be gender-sensitive and thus positive for society

Our interlocutor, winner of the Serbian Association of Managers (SAM) Annual Award for 2022 in the Manager of the Year category, assesses that the global crisis we currently face is neither the first nor the last of its kind, and stresses that predictions regarding its impact on global systems could certainly help when it comes to creating mitigation measures.

From the global health crisis caused by COVID-19, we have stumbled into a global financial crisis. Do these challenges also trigger positive change in the banking sector, acting as a call to action?

Periods of prosperity, but also crisis, have always alternated through cycles marking the history of humankind, not only in life, but also in the economic domain. That is not surprising, particularly today, considering the impact of globalisation and strong interdependence among economic systems. However, there are no great advances without great challenges. The global health crisis has brought us accelerated digitisation, which has influenced the fact that we are today much better prepared than before to perform most of our work online, with availability 24/7. It also brought us a hybrid model of doing business, proving that even the most conservative systems can operate remotely with success, thereby erasing labour market boundaries, which was

Success Doesn’t Depend On Gender

JELENA

The country’s banking sector is stable and highly capitalised, and as such also resistant to external shocks. It is in a position to reduce, to a certain extent, the negative impacts of the crisis and slow down its spill-over onto the real sector of the economy ~ Jelena Galić

previously unimaginable.

When it comes to the country’s domestic banking sector, it is stable and highly capitalised, and as such also resistant to external shocks. It is in a position to reduce, to a certain extent, the negative impacts of the crisis and slow down its spill-over onto the real sector of the economy. Still, none of the aforementioned means that there won’t be changes, nor that we won’t feel them, but rather that it’s up to us to adapt to the new circumstances and to responsibly, each on our own side, confront the upcoming challenges of the altered macroeconomic environment and rising

you winning the SAM Annual Award for the 2022 Manager of the Year?

It is a great honour and pleasure to receive this award, esspecialy having in mind the fact that I am one of the founders of SAM, and that this acknowledgement comes from my dear colleagues. In business, as well as in my private life, I believe that consistency is one of the crucial values providing validity to everything you do. That’s why I’m sure that a single business success isn’t the reason I’m where I am today, but rather dedication, being oriented towards goals and flexibility, or the ability to adapt to the changes that occur every day.

Men used to dominate the finance world, but what about today?

interest rates. in order for the coordinated action of all stakeholders (state, businesses, banks) to enable a timely response in the direction of mitigating the negative effects of the global crisis.

Has your entire 28-year career, or the positioning of AIK Banka among the leading banking groups, led to

Even after having spent two decades in management positions in the financial sector, I wouldn’t know how to differentiate. I consider competence, knowhow, experience and approach, which should be all-encompassing, as being the key determinants of success regardless of your gender, the position you hold or the industry in which you work. In that sense, I encourage and support diversity, as viewed from all aspects, because a human is a universal, unique being, and companies and institutions are composed of people, creative, committed, responsible, who create societal and civilisational values with their personal devotion and example.

GALIĆ, AIK Banka CEO

In business, as well as in my private life, I believe that consistency is one of the crucial values providing validity to everything you do

Dedicated To Fostering Female Leadership

Striving for more gender diversity is a key element in Henkel’s holistic diversity strategy, which includes further dimensions such as internationalism and ethnicity, sexual orientation, disabilities and different generations working together

At Henkel in Serbia, women leaders are involved in a range of areas. Henkel Serbia female leaders present here the development of their careers

Grateful To My Colleagues For Their Team Spirit

Iam pleased to have the opportunity to share key moments in my career development in the company of female colleagues in management positions, and I think that this edition is an excellent inspiration for empowering all those who are starting to build a career. I started my career at Henkel in 2008 as an HR assistant, a year later I took over responsibilities related to personnel selection and employee development in the position of human resources specialist, in January 2012, I became the director of human resources, and in 2014 the president of the company. The beauty of work in HR is that you follow people’s development and help them reach their full potential, while as president of the company you are responsible not only for business development, but for the harmonious cooperation of all departments and the company’s role in society. I am very grateful to our staff for their team spirit, collegiality, knowledge and skills, thanks to which we have been working for 20 years in our country.

GORDANA BRAŠIĆ, President and Head of Human Resources, Henkel Srbija MILICA ŠLJIVANČANIN, Marketing Manager Henkel Consumer Brands

The Future Of Marketing Is In Good Hands

I’ve always looked for positions that allow me to express my creativity. I started my career at Henkel in the corporate communications department, and then my path led me to marketing. I am grateful for the opportunity to develop different skills through rotation within marketing and to get an overall picture of the operation of a business. Through brand initiatives, I can dedicate myself to sustainability projects. This is a topic that is personally important to me and I am glad to work in a company where this is one of the key values in the strategy. Today, together with my team, I stand behind the marketing performance of a number of company brands, which is a great honour but also a great responsibility. I am lucky enough to work with enthusiastic people who search for new knowledge every day and are aware that personal development never stops. I am especially happy that my team consists of a lot of young people whose talent and work ethic show that the future of marketing in Serbia and the region is in good hands.

Open Discussion Gives The Best Solutions

Ihave been building my career in marketing and communications for more than two decades. I am grateful that I have had the opportunity to collaborate with colleagues from all countries in our region. Every day we create projects that can make a difference and connect various target groups, we take care of our customers and consumers, keeping values and vision in mind.

I am motivated by the need for constant improvement, to learn about trends, new channels and technologies. In the people I work with I value their positive approach and constructive contribution both to the team and to the resolution of each situation. I look forward to every discussion, considering the situation from different angles to find the best solution. With an open approach, we learn from each other in the best way, and by appreciating differences, we really arrive at the best solutions and, what is even more important, we ourselves develop.

JELENA GAVRILOVIĆ ŠARENAC, Head of Corporate Communications Henkel Serbia and Adria

JELENA BUKUMIROVIĆ, Quality Manager, EE South Ceresit Plants

Dedicated People Are The Strongest Driving Force

Istarted my career in a chemical industry factory, and the first independent industrial projects brought me incredible experience in getting to know the entire production process. When I asked myself what each project has in common, the answer was clear - to ensure quality. That was the moment from which I focused on specializing in quality management. And for seven years now, I’ve been leading a team in six Adhesives factories in the EE South region. The driving force is all those incredible and dedicated people in my team, with trust and continuous improvement we keep up with technological achievements and respond to increasingly demanding market circumstances.

Looking Back, We Can See That We Have Grown And Improved

Istarted my professional career in development, then in marketing, and in the supply chain in materials management. Our factory grew into one of the largest production facilities in the Henkel Group, so it was challenging and stimulating to grow and develop in such a system. When I look back, all that remains are the victories I share with my colleagues and the fact that we have grown and improved. Without faith in my colleagues, my managers and myself, that journey would not have been as exciting. Life is not competition, but cooperation, and it is not about winning, but about helping each other.

It Is A Joy To Learn, Grow And Develop With The Team

In my 17 years at Henkel, I have spent most of my time in the controlling department, and currently I have a dual responsibility: as a sub-regional controlling manager of the Adhesive Technologies business unit for Central and Southern Europe and as a regional controller for Adhesive Technologies in Europe. I consider building and developing a team to be my greatest achievement. I am happy with the successes of my colleagues and how we all learn and grow together. The team and the people I work with are my greatest joy and daily inspiration for coming to work. As a leader, I strive to give team members the opportunity to develop their potential.

MARIJA BLAGOJEVIĆ, Head of Business Planning Europe

Solving Challenges Brings New Knowledge

For success in my job you need exceptional communication skills, because we are the link between Operations and Supply Chain on the one hand and Sales and Marketing on the other. By solving challenging and varied situations, we gain new knowledge, new contacts and experience that helps us in our further career development. Tha following quote from Duško Radović that somehow describes my career both as an employee and as a leader: “If you solve all your children’s problems, they won’t have any other problems than you.” In other words, freedom and independence in work are the best way to achieve a stronger relationship with employees, they bring the best results, both in achieving goals and in personal development.

For A Strong Team There Is No Insoluble Issue

When I graduated from the Faculty of Law, I did not think about a corporation. I worked in the state administration and in a lawyer’s office, and then I came to Henkel. I thought about whether to even apply, but after almost 14 years I’m still there. For more than 10 years, I have been in the position of Head of Legal Affairs, and since 2014 I have also been a member of the Executive Board of Henkel Serbia. I never changed departments in Henkel, but a lot of people around me changed and everyone left their own mark. What I value most in my working environment are the people. I have been working with some colleagues for many years and we have created a strong sense of trust so that I have the impression that there is no insoluble situation for us.

ALEKSANDRA JANJIĆ, Controlling Mgr A Cluster Adh South&Central and Regional Controlling A Europe

SANDRA SIMIĆ, Head of Legal Affairs, Henkel Srbija

DANIJELA MICANOVIĆ, Material Management Manager, Henkel Kruševac

IVANA ŽIVOTIĆ, Head of Marketing ACB Serbia & Export, Adhesive Technologies

It Is Important To Share The Same Values With Colleagues

Running the marketing department of a construction brand that is perceived as ‘masculine’ opens up space for prejudices that have made me even tougher and more determined. Leadership in the construction industry, which is characterised by change and unpredictability, implies years of effort, risky decisions, but also the courage to set trends and maintain consumer loyalty. The biggest motivation for me is a positive team spirit, mutual respect and a dynamic environment, but above all the support of my team. I am proud that we share the same values, because it keeps our good energy up and leads us to new goals.

It Is Useful To Have The Big Picture Of A Business

Ican freely say that I grew up with Henkel. My development path was colourful, so in the 15 years. I have gained enviable experience in both marketing and sales. An important milestone in my development was going abroad (CEE Henkel), which allowed me to get a broader picture of the entire business. I work in a great team of people eager for knowledge, and I am glad that we function as one family, which is the most important thing. I am happy to transfer everything I have learned to my team and look forward to joint successes. I like to follow trends, improve myself and share my knowledge.

A Positive Mindset Is The Key Team Enabler

Iwas happy enough, to have extremely inspirational supervisors and colleagues beside me throughout my career. They taught me well. Roles and positions come as consequence of continuous disruption of ourselves, over and over again. Without their trust in me, I would never be where I am today and I am thankful to have them all beside me. My experience taught me that collaborative leadership and a positive mindset are the key enablers of a team that is determined always to achieve better results. This is what I practice daily, in my role of global market strategy in Henkel Adhesives.

IVANA MATEJIĆ, Quality and Hygiene Manager, Henkel Kruševac

The Goal Is Satisfied Customers And Consumers

I started my career at Henkel in 2004 as a researcher in the R&D sector. For two and a half years I also worked in the R&D CEE group in Vienna. I continued my career in the SHE (Safety, Health, and Environment) department at Henkel’s manufacturing plant in Kruševac, and today I am the leader of the quality management division. I have been in this position for more than three years and I was lucky enough to form a young, new team and choose my team members. Our keyword in the team is FREEDOM. The team members inspire me with their ideas and desire for change, I shape them with my experience and knowledge, and together we make sure that our customers and consumers around the world are satisfied with Henkel products from Kruševac production site.

A Good Manager Supports Workers

W orking on yourself, improving your knowledge, acquiring new skills and innovative practices are the best investments that always yield returns many times over. There is no job or task that you can’t overcome when you’re surrounded by the right people. For a team to be successful and cohesive, you need trust; trust that you will always receive the support of your colleagues and that the organisation will recognise your worth. A good manager supports workers, motivates and encourages them, and provides them with the knowledge and tools they need to do their job right. Such managers allow the team to grow and present their ideas, cultivating a positive spirit and always ready to take responsibility.

JELENA MARTIĆ, ACB Global Head Market Strategy Tiling, ACB Prefabrication, Henkel Adhesives Technologies

LUCIJA VESIĆ, Head of Finance Controlling Serbia & Bosnia and Hercegovina

IVANA LAZAREVIĆ, Digital & e-commerce manager HCB

Meet The Best CFO

ANASTASIA CVETKOVIĆ ČUČULIS,

CFO, Dijamant

The Association of Financial Directors of Serbia, the largest Serbian organization of financial professionals, in cooperation with the consulting and auditing firm Deloitte, awarded a prestigious recognition to Anastasia Cvetković Čučulis at Dijamant, a regional leader

Iowe my success to all partners, suppliers, for many years of high quality cooperation. On the other hand, I am proud to be part of an extremely important investment project - the construction of a new factory for the production of raw and edible oil in Zrenjanin - says the best financial director in 2021.

First of all, we would like to congratulate you on being named the best financial director, and then we would like to ask you to tell us more about this award. It must mean a lot to you.

Being chosen as the best financial director of the year is an extraordinary honour, especially when such recognition comes from the profession, from the largest Serbian organization of financial professionals. With the honour inevitably comes responsibility, to justify results and expectations, to continue with even greater motivation. As a regional leader, our company works through a chain of associates with equal importance for achieving the goal, which is first and foremost the continuous supply of Diamant’s products to the market.

I owe my success to all partners, suppliers, for many years of fine cooperation. On the other hand, I would like to point out that I am proud that Fortenova, of which the Zrenjanin plant is the largest producer of edible oil, has entrusted me with such an important

management function and that I am part of an extremely important investment project: the construction of a new factory for the production of raw and edible oil in Zrenjanin.

Awards for the best managers in finance have for years been reserved for your male colleagues. Does this mean that women are getting better at their jobs and that there are more and more of them in these positions?

The world of business is generally used to men occupying managerial po -

improvement of personal performance.

You have years of experience in managerial positions in finance, and you have a great team of forty staff. Do you have the impression that you were born to be a leader? What do all leaders have in common, regardless of gender?

sitions, but the fact is that the number of women driven by ambition is increasing. I am pleased that you see me as someone who continues to proves herself and that this award is also an indication that the divisions between men’s and women’s jobs have been overcome. Jobs that are traditionally believed to be men’s are available to women today, and I am sure that success is not guaranteed by gender, but by dedication and constant

Those years of professional experience that you mention taught me that behind every accomplished leader, there is a team of dedicated and engaged colleagues. My opinion is that all good team leaders share one characteristic: awareness that personal success is inextricably linked to the motivation of their team. I strive, from my personal position, to inspire and set a positive example for employees, and for us to push the boundaries together. Besides, the key to success is developing high quality two-way communication, caring about common goals and focusing on their outcomes. The task of the leader is to maintain a positive attitude in the whole team. This is of great importance for successfully completing business obligations and managing the complex processes we face.

The key to success is developing high quality two-way communication, caring about common goals and focusing on their outcomes

Success Comes With Knowledge And Experience

ANGELINA NEKIĆ, CEO of Delta Real Estate and vice president of Delta Holding

The number of women in management positions at Delta Holding is impressive, although professionals here were never divided according to gender, but only according to the quality of their work. They believe that diverse teams make better decisions and that this is directly correlated with the results of a successful company

After 20 years in the company in the most responsible positions, our guest tells her young colleagues not to be afraid of dedication and love for work, that it is possible to have both a career and a family, and that with knowledge and experience comes success.

Miroslav Mišković, the president of your company, wrote in his book that he always preferred to employ women. Do you know why that is?

Since its founding in the 1990s, Delta has been unique in that the president often chose women as his closest colleagues, openly claiming that they are more dedicated, precise and better workers. More than three decades later, his attitude has not changed. Loyalty, responsibility and fostering good team relations are just some of the qualities that women have shown at Delta, justifying this choice.

From the very beginning, Delta Holding took care to provide the same opportunity to everyone. Is that still the case?

We have four women and three men on the company’s executive board. It is a fact that the number of women in management positions is impressive, but also that we have never divided professionals in the business according to gender, but only by quality. I think that diverse teams make better decisions, which is directly correlated with the financial results of a successful company.

The industry you belong to is considered male, and the entire management team of Delta Real Estate is female. Why are there so many women in a “man’s job”?

It happened spontaneously that women took leadership positions in our team, but within the teams led by my exceptional women colleagues, there are a large number of men who are responsible for every success. Many of them are recognized as experts

ch the team day by day with their knowledge and expertise. Behind the successful women in Delta Real Estate are some exceptional men both at work and at home.

It seems to me that women in leadership positions cause more surprises abroad than here. When visiting real estate events around the world, we notice that the number of women in this industry is still at a low level. I am glad that the situation on our market is very different.

How much does a strong and professional team of colleagues means to you?

It is always important to have a professional and a strong team of colleagues, and the challenges are only there to remind us of their importance. Real teams are not built

overnight, we have been building ours for more than three decades. Demanding and innovative projects bring challenges and more difficult tasks that clearly indicate the importance of a strong team. We embark on every new project with the message “If it was easy, someone else would do it”, and this further shows that we believe that we have gathered and developed the best personnel.

Research shows that women are better managers, especially in crisis situations because they show more democracy and responsibility, they rely on the team more than men.... Do you agree with that?

Partly, because I always had male colleagues and managers who displayed these qualities. Of course, for a high-quality gender-balanced team in the company, it is important that men in all positions support their female colleagues in their advancement. These are usually men who are surrounded by strong female figures in their lives, such as a mother, sister or wife. Aware and strong men know how to appreciate and respect the fairer sex without prejudice. In every company, you must build a relationship of mutual trust, collegiality and respect for all staff, regardless of title or gender. A woman or a man in a leadership position is only someone who is first among equals.

You have been with Delta for more than two decades. You went step by step, from controlling, through Agrar and the finances of the Delta Real Estate Group, to your current position. You practically grew with the company...?

My first real job and the start of my professional career took place in the Delta system. From the very beginning, as a young financier, I followed the impressive growth of Delta. I was lucky and had the opportunity to change completely different industries and gain incredible experience without changing companies. It was exciting from the start. I mastered my first financial lessons in the framework of central controlling, and then a few years later real challenges followed in Delta Agrar. From privatisation, property purchase, restructuring, investment programmes, to participating

in the establishment of the first modern orchards, farms and other adventures that were a big school in a short time.

Moving to Delta Real Estate, which was then opening the first shopping mall in Serbia and the largest residential complex, brought the knowledge that was worth paying to get. Side by side with more experienced colleagues, I had the opportunity to negotiate with foreign tenants, contractors and representatives of banking groups. These were not only business lessons but also life lessons, and I grew and changed, just like Delta.

whom I am very proud. I enjoy watching them grow into exceptional professionals.

There are also young colleagues with whom I had the opportunity to work, who have continued their careers in one of the companies from Delta’s system or companies outside our system, I follow their careers, look forward to their successes and I am very proud that I had the opportunity to I influence their growth and development.

I believe that the task of women in management positions is to encourage their colleagues not to be afraid of dedication and love for work, that it is possible to have

Delta works hard to create successors for certain positions in the business system. Are you participating in the creation of a new Angelina Nekić, a new Marija Desivojević, Milka Vojvodić, Ana Dišić...?

At the beginning of 2023, the eleventh generation of young leaders will arrive at Delta. Every year, this program attracts young, ambitious and educated staff, whom we help to find their career path through mentoring. The Delta Real Estate team includes a large number of colleagues who have gone through this programme and of

both a career and a family, and that success comes with knowledge and experience.

Was it difficult for you to balance work and private life?

I am what my function says, but I am also a mother, wife, sister, daughter, friend, godmother... We have to reconcile several roles and find much-needed support both at work and in the family. It’s not easy, but it’s not impossible either. In my case, a good support system is crucial, or as I joke - good logistics are needed. There are days when my work is in focus, and moments when I am more focused on my family. Every time work requires some additional engagement of me that takes me away from my family, I think that I am setting a positive example for my daughter, nieces and other young people around me. I would like them to adopt my motto “work hard, play harder”. Hard and dedicated work always pays off, it is an integral part of business life.

Loyalty, responsibility and fostering good team relations are just some of the qualities that women have shown at Delta

Every Challenge Provides A Valuable Lesson

SLAVICA PAVLOVIĆ, President of the Executive Board, Eurobank Direktna

Eurobank in Serbia has merged and joined forces with Direktna banka, thereby strengthening its position on the Serbian market when it comes to achieving its most important strategic goals, which include, among other things, the further growth and development of operations, the expansion and improvement of its range of products and services, and increasing its client base

Great kudos for the success of one of our country’s most reputable financial institutions belongs to one woman, Slavica Pavlović, who spoke to our magazine about banking sector trends, her own recipe for success, gender equality, and the balancing of private and professional obligations.

Before we’d even defeated covid, we were confronted by the war in Ukraine, inflation, economic crisis and instability of financial markets. How do you view this juncture and the year ahead?

The global geopolitical situation is indeed extremely uncertain and it’s difficult to offer clear foresight in the sense of

long-term developments, the reactions of individual countries and the results of those reactions. We see this precisely in the example of the Ukraine crisis and its macroeconomic consequences, which will certainly also mark the next year and represent a major challenge on the geopolitical front, especially in terms of the maintaining of energy stability and further economic development.

It should be considered that our country’s economy is relatively small and under the significant influence of economic trends in Western countries, i.e., it is subjected to spill-overs of both positive and negative effects.

Can traditional banking survive in the form in which it’s existed to date and is it time for the entry of new “players”?

This is a topic that’s gaining ever-more importance. Fintech companies are extremely agile and technologically advanced “new players” who are able to easily recognise business opportunities by, for instance, targeting a specific product or service for which a need exists and thus “diving” into the banking market and achieving exceptional results. On the flip side, traditional banking is a highly regulated industry that has a long tradition and which forms the backbone of

the financial system of every country. However, banking is also a very dynamic sector that’s characterised by flexibility and a readiness to transform business models that adhere to the changes and demands of the new era and clients.

Judging on the basis of the experiences of developed countries, banks are facing a kind of watershed moment, because they have insight into the limitations of the digitisation of their products and services, i.e., they can see that it’s no longer sufficient to be a digital version of themselves, among other things, thanks precisely to the results being achieved by fintech companies. A clear movement towards the further transformation of banks is already emerging, for example via the segmentation of products and services, or through offering part of their services or information to other participants, who in turn create their own product. It will be interesting to see the direction in which the transformation of banking will unfold, but that can be expected without a doubt.

The formal merging of Direktna banka with Eurobank was realised last year. What are your plans for the period ahead?

The new entity, Eurobank Direktna a.d. (jsc), is a financial institution with much greater vitality, increased assets and a strong deposit base, and a larger number of clients. And numerous synergies were realised thanks to this merger, the full potential of which we are planning to direct towards our further dynamic growth and development. The aim of Eurobank Direktna is to be a reliable partner to all of its clients, partners and associates, and a strong pillar of support to them in their business ventures. Some of our strategic goals include the further growth and development of operations, the expansion and improvement of our range of products and services, and increasing the client base. Likewise, we will continue providing strong support to the local community through various CSR projects and initiatives, investing in education, healthcare, culture, the environment and social inclusion.

We are certain that, as a successful woman, you also see room to improve gender equality...

Statistics at the level of Europe as a whole show that women are still paid less for the same jobs, that they don’t have equal access to positions of power and that they have limited opportunities for employment and advancement, which is unfortunately often related to their plans to start or expand their family. Also particularly concerning is the prevalence of various forms of violence and discrimination against women, such as domestic violence.

Although progress has been achieved when it comes to legislation, cultural patterns of behaviour and the traditional

I would rather share the experiences that shaped me in a professional sense, but also as a person. I am deeply convinced that hard work forms the basis of every success in life. This doesn’t only imply dedication to work or achieving some personal plans and goals, because those are also important steps in one’s career and life, but rather I’m referring first and foremost to investing in yourself, constantly improving your knowledge and skills, and accepting new challenges.

Everyone responds to the challenges of life and work in accordance with their own character and temperament, but regardless of all individual differences and peculiarities, hard work, primarily on oneself, forms the foundation of everything that follows. I also think we need to be ready to accept new challenges and not fear change. Every challenge that I’ve got to grips with proved to be a valuable lesson and taught me to look ahead. And when we look ahead, then we simultaneously set a goal that we strive towards and motivate ourselves on that journey.

understanding of gender roles are slower to change, which is why, for example, it is still commonplace to resort to the division between the “stronger” or “weaker” sex, or for women to be expected to be “the pillar of the home”, i.e., to take care of the housework and childcare by themselves.

That’s why promoting gender equality is an important issue that must be addressed systemically and that we must all participate in actively, starting from the state and state bodies that adopt the legal framework, via companies that must formulate and implement their own strategies to advance gender equality, to all individuals responsible for actively encouraging the implementation of these principles, both in the family and society as a whole.

What would you advise your young female colleagues and women just embarking on their career journeys?

I hesitate when it comes to sharing advice, because everyone needs to lay and follow their own path to success and happiness.

Achieving business goals demands commitment, time and effort, as is also the case with family, especially children. Do you have a recipe for harmonising these two important areas of life?

There is neither an existing recipe nor a universal solution that will work every time. I accepted the harmonising of my professional and personal obligations as one more challenge, and a daily one at that. Understanding, patience, a good relationship with colleagues and in the family - all of that can help, but frankly, an ideal balance doesn’t exist. Family commitments will sometimes require more time and dedication, while under other circumstances the same will apply to business obligations. I think this daily weighing up of commitments is totally normal and that it’s not something we should fear, or that we should be too harsh and critical of ourselves. On the contrary, I consider it better to accept and strive towards finding a balance that enables us to be happy and fulfilled in both a professional and private sense.

Our goal is to be a reliable partner to all of our clients, partners and associates, and a strong pillar of support

Everyone Is Important

SBB is a company that employs equals numbers of women and men. Although men remain dominant in top management positions, viewed as a whole it could be said that the United Group, within the scope of which SBB operates, represents a place where people can develop in a working environment that fosters equality, parity, and that offers women and men the same opportunities

For this special edition dedicated to gender equality, we spoke with SBB Sales Director Ksenija Bulatović, who has been with the company for 18 years. Ksenija spent a long time working in the field, which isn’t often a job that is receptive to a woman, but she fought to earn the respect of her colleagues. She is set to complete her MBA studies in May.

Our other contributor is Minja Jugović Janjić, SBB Marketing Director, who - together with Ksenija – is one of the four women holding top manage -

ment positions at SBB. Minja studied in the UK and the U.S. and has amassed 17 years of experience in business. She has been shortlisted multiple times for the award for the most influential woman in communications aged under 40, and this year she was also nominated for the event of the year. She has two children and carries the great burden of leading SBB’s struggle with challenges on a market where this company fights with weapons of innovation and creativity.

Here are the stories of our interlocutors.

MINJA JUGOVIĆ JANJIĆ, SBB Marketing Director

We’re Galloping Forward

there was probably a period in this business when it was necessary for women to make a breakthrough, but I think they’re in the same position as men today. You can see women today at the helm of various large communications companies, PR agencies, production houses and companies.

ments. And we’ve since then measured the satisfaction of our users, on the one hand, and eNPS, i.e., the satisfaction of our employees, on the other. Both then and now, the headline resounding within

Including the long reign of the Queen of England, I don’t think there’s a position that hasn’t been conquered by women today. The same goes for marketing. I’m acquainted with plenty of successful women who work in communications, while I also know a lot of successful men in this business, and I wouldn’t make a big difference between them. Initially,

That’s why I think it’s better to divide between those who are good professionals and those who aren’t, and between people who are creative, because in communications and advertising, alongside good organisation and budget management, it is very important for us to be creative and to react swiftly and be able to respond at any given moment to the market, which is pretty demanding when it comes to telecommunications in Serbia.

When it comes to listening to the needs of users, in 2019 we, as a company, introduced customer experience measurements and net promoter score (NPS) measure -

our company was ‘everyone is important’. That means that there can be no satisfied user without a satisfied employee, and vice versa. I think that’s all causally linked. I’m very proud that the first of our larger projects was the launching of that net promoter measurement, as a philosophy and the way a company does business. When we take into consideration that we

I know plenty of successful women who work in communications, while I also know a lot of successful men in this business, and I wouldn’t make a big difference between them

had an average score of 20 back then and we’ve now reached over 50, it becomes clear how much of a change we’ve made. I think that’s a high score when it comes to telecommunications. It’s also a high score generally when it comes to service providers or sales (FMCG). We try not to fall below 50, and during this year, our jubilee year, we set the target to exceeding 55. And we’re well on our way to achieving that.

At the same time, I’m happy that I work in a group that has recognised the great potential that exists for E-commerce on

our market, which is why we created the company Shoppster, which deals with online sales. We are striving to both satisfy our users and popularise e-commerce. For example, we have enabled customers to make online purchases that can be paid in 12 and 24 monthly instalments.

And are men or women bigger e-shopaholics? There are no rules. I would say, first and foremost, that there is still a slight underdevelopment of the Serbian market when it comes to online shopping, and that we’re all only just shifting to this possibility

KSENIJA BULATOVIĆ, SBB Sales Director

Combining Energies Is A Good Thing

Holding a senior management position and working in the field isn’t a burden, but it’s certainly a challenge. I would provide just one example: when I started working for this company, one of the main tasks was to sign contracts with new buildings that were under construction. And that involves a structure for negotiating and reaching agreement where 90% of the people are men – investors, engineers, construction site bosses etc. The Belville complex was being built, during my first or second year at SBB. I arrived at work dressed as I always do, wearing heels, red patent leather shoes. I headed to the construction site and, at the door to a container office, a man gave me a hardhat and asked: where will you go in those shoes? I said I was going for a meeting. I know it’s a meeting, he said, but this is a building site... Never mind. Five of them followed behind me: a colleague who was the construction site boss, me from sales, him from technology, investors, bosses... And we somehow reached an agreement. That was definitely a challenge; it was a completely different kind of energy that helped me strengthen myself in such situations.

When it comes to me entry into a top management position, I would say that the credit definitely belongs both to my colleagues and myself. That’s because I wouldn’t be what I am today without the support of colleagues

who are hierarchically above me, below me and on par with me, and I wouldn’t be as successful as I am today.

In terms of gender equality, I’m not sure if it is promoted at our company or if it is a natural occurrence. I head sales, for example, where the counters of our branches are mostly staffed by women, and we reached that situation naturally, without being compelled. On the other hand, you have the technical department and technicians, the majority of whom are men. We recently

I wouldn’t be what I am today without the support of my colleagues at all hierarchical levels, and I wouldn’t be as successful as I am today

received a polemical question: why have we never hired more female technicians? It seems to me that the men at our company would also like to see what it would look like if they were joined by a female colleague in a job that isn’t considered “feminine”. The same applies, albeit in the opposite

and gaining trust in the option of paying bills online. We were one of the first companies to introduce the online payment of bills, during the COVID-19 pandemic. Our marketing department reacted very quickly and prepared tutorials on this topic, precisely to assist our users.

E-commerce is still growing in Serbia and we are certainly galloping forward. I also believe that everything will find itself in a digital format in our country very soon, so we won’t be using cash at all to make purchases.

direction, to us in sales: I like to see some young man who would work at a counter apply for a job in sales. That’s a really nice thing, a nice challenge, because combining energies, both in management and in the field, is a good thing.

Although we face numerous challenges in the further expansion of the company, what instils strength in me is the synergy I have with my colleagues in the team, for any kinds of moves we make. I feel proud when I see and feel how we are all participating in our struggle on the ground; that we are aware that it is only together that we can make the right decisions that lead to stability and success. One very important thing is that you have to love both the company and the work you do.

The Strength Of The Team Makes A Strong Foundation

ZORICA POPOVIĆ, CEO, Elixir Group

Elixir Group’s production capacity is one million tonnes, the portfolio consists of 55 different chemical products, of which we export 70% to the markets of 85 countries. In the last 10 years they have invested 250 million euros in development, and in the next three years they will invest even more

When asked what it’s like when a woman leads one of our most successful companies, our guest proudly points out that she has great confidence in her team. She explains that a company is not made up of buildings and machines but people, the greatest capital that a company can build, and that if everyone is rowing in the same direction, every goal can easily be reached.

You have been in agribusiness for a quarter of a century, and at the head of Elixir Group for 20 years. You still set goals, conquer new markets, work on new projects and products with the same enthusiasm and joy...?

Our first legal entity was founded in 1990, and in 32 years it developed into a business system, through activities in almost all spheres of agribusiness, and since 2012 in the chemical industry. Our production capacity amounts to one million tonnes, the portfolio consists of 55 different chemical

produ cts, of whi ch we export 70% to the markets of 85 countries on all continents.

In the last 10 years, we have invested about 250 million euros in development, and in the next three years we plan to invest even more. These figures in themselves show the dynamic development behind us, and even more importantly the one ahead of us. This demonstrates the commitment and agility of the entire team that creates and realises this development, because without enthusiasm, great teamwork and mutual trust, this would not be possible. That team strength makes our foundations very solid, so my personal and professional enthusiasm is always at a high level.

The group consists of several members who collaborate inseparably with each other and make it stable. What areas of business do you cover, besides the production of complex mineral fertilizers and phosphoric acid?

The activities of the Business System are organised in three divisions. The chemical division is our driving force. It consists of three companies - two of which are the production complexes Elixir Prahovo and Elixir Zorka, whose main products are phosphoric acid and mineral NPK fertilizers, which are marketed through the Agrar sales network. In parallel, we are developing the Eco Energy division,

which with several strategic projects will contribute to energy autonomy and decarbonisation of the sources of heat and electricity consumed in the production processes of the chemical division.

The industrial services division has a particularly important role in supporting the implementation of the large investment cycle ahead of us, from the research and development qualities of our engineering team, through design, to contractor resources in civil engineering, high-rise construction, mechanical engineering and assembly and technical maintenance of the systems developed by the member Elixir Craft.

In addition to the strategic synergy of these activities, what strongly connects the activities of all our divisions are the CE and decarbonisation projects to which we are committed at all levels. This is very important in the context of global changes in the consciousness and behaviour of humanity, both in industry and every individual, towards the environment, the climate and the planet in general.

Due to the energy crisis and the war in Ukraine, the price of artificial fertilizer is continuously increasing. How do you deal with these challenges?

The energy crisis started before the war in Ukraine, and then it further deepened and spread to various market segments, including the market of mineral raw materials and fertilizers. Besides the rising trend of all prices, this year was also marked by major problems in supply chains, logistical stoppages in large seaports, and in our case, the extremely low water level of the Danube made it even more difficult. These problems were partially offset by the increased prices of agricultural products, so that the demand for mineral fertilizers was maintained in all markets, and we managed to produce and market the complete production for the autumn season.

The challenges will continue in the coming year as the market is still unstable and unpredictable. Thanks to the diversification of products and markets that

we have worked on in previous years, we have the capacity to adapt to any situation in a short period of time.

The energy transition to renewable and alternative energy sources is necessary and inevitable, considering all the causes and reasons for this crisis. The green energy transition is a strategic solution for both energy independence and the price of

mother runs a humanitarian organisation... How is your family business model responsible for your success? Unity and togetherness, care for each individual and each family, are part of the values we cherish, and in this sense, the entire Elixir with more than 1,800 staff is one big family. At Elixir, we are building a winning culture, in which everyone has equal chances for development and success. All this takes place in accordance with the development plans and projects of the company, but we never neglect the human dimension in these processes.

Mama has been at the head of the Human Heart of Šabac and has been very dedicated to humanitarian work for more than 10 years, with our maximum support. Because we needed to extend socially responsible behaviour to all kinds of activities, three years ago we founded the Elixir Foundation, which contributes to sustainable development projects of the local communities where we operate, primarily Negotin and Šabac, and also participates in various national initiatives and projects.

At Elixir,

energy, but also for its environmental and climate acceptability. These projects are an integral part of our strategy, and our goal is to completely replace the use of fossil fuels with renewable and alternative sources by 2028, and to be the first carbon-neutral industry of phosphoric acid and mineral fertilizers in Europe by 2030.

Your brother is the founder of the company, your sister is the sales director, your husband occupies a high managerial position, and your

Managerial work can make a person rough, because they often have to turn off emotions, set and respect goals and deadlines. Does your family help you keep your balance? While this is true, a balance is established over time. Experience is what makes the difference, so we handle the burden of responsibility and the decisions we make every day with less stress. Then our emotions are helpful in making the most correct decisions. We make and carry out major decisions as a team, which contributes to an objective assessment of all important aspects - business, economic, social.

I try to keep a balance, because nothing must be neglected. My family is actually my biggest support in everything and I want to return that to them in the same measure. It is very important for me to feel good in my own skin, and this is only possible if we have sufficiently realized all aspects of ourselves, business, family and personal. When the intersection of those sets is large, as in my case, then it makes everything easier.

we build a winning culture, where everyone has equal chances for development and success, in accordance with the company’s development plans and projects

The women of Alma Quattro are happy to have received the opportunity to use their own view of success to inspire younger ladies who’ve just embarked on their own journey to success. They tell them that they shouldn’t be merely impressed by anything, but rather inspired and motivated to create success according to their own measure

Either lead me, follow me, or get out of my way – this is the best description of the women of today and the challenges they face on career paths that they’ve chosen or that have, seemingly by chance, been imposed on them. Women will always follow those who show, with their integrity and results, that they are worthy of being followed. In the same vein, if results are lacking and a woman feels that no progress is being achieved, either personally, or professionally, she will take matters into her own hands and become

an exemplary leader.

Everyone Has Their Own Pathway Success Is Achieved Through Team Support

Although some women have already taken similar paths, their experiences can prove useful to us as a guiding star as we climb the ladder of personal success, but the advice that we receive on that journey is an extremely fragile gift and it should be received with due care, but also with caution and reservation, because our individual experience of success and progress is individually tailored to us and there is no universal recipe that can be applied by everyone.

While each of us walks the path of our own business and life development, there is point at which those paths cross and we head towards some common goal together, each of us with our strengths, experiences, knowhow and aspirations.

SANJA PEŠIĆ, CEO, Alma Quattro

“That is how a team is created in the corporate world. Women know that success is achieved through the support of a team; that the combined strength of a group of people is a result of the individual strengths of each of its members. To paraphrase a famous statement used long ago by David Ogilvy as an aphorism: “If you hire people less intelligent than you, you will have a company of dwarfs, but if you hire people cleverer than you, you will become a company of giants”.

“That giant strength of the women in our team is reflected primarily in theirs ability to view difficulties as challenges, and in today’s world we face a great number of challenging situations. Regardless of whether they work in a corporation

or independently, the entrepreneurial spirit is something that characterises a large number of the women in my circles. And the more such situations arise, the more women will exert extra effort to develop themselves, work on themselves, acquire new skills and expand their comprehension and professional knowhow. That work on self-improvement has enabled many women to more successfully traverse transitions than most men, who haven’t adapted well to the contemporary way of life.

“I’m glad that we’ve received an opportunity, as the women of Alma Quattro, to use our view of success to inspire younger ladies who are just embarking on their journey to success. You shouldn’t be impressed by anything, but rather inspired and motivated to create success according to your own measure.”

BOJANA NOVAKOVIĆ, sales director, Alma

Quattro

The Future Works For Women

Regardless of gender, all leaders possess similar characteristics that promote them being recognised for that characteristic within social groups. When it comes to women, daily experience, and even scientific research, actually shows that women are specific in that they influence results and the achieving of goals in their work environment by utilising strategies with which they accommodate their environment, while men approach the same goals in an exploitative way, primarily taking care to achieve individual advantages over others.

“Education provides women with the freedom and opportunity to assert themselves in business leadership positions. When a woman is motivated, she recognises no boundaries or obstacles on the route to achieving her goal, while she is loyal to the company and will stand staunchly behind her convictions.

“We are witnessing prevailing crises around the world and a general feeling of insecurity reigns. In such times, it seems to me that the characteristics of female leadership produce more adaptive results, especially if one considers that women are more sensitive, empathetic and oriented towards the interests of the wider social community.

“The future works for women; their time is yet to come.”

SANDRA DEJANOVIĆ, executive sales director, Alma Quattro

First One Learns From Mistakes, And Then From Success

When you work in an industry like advertising, which is developing and changing permanently, and where every year brings something new and interesting, but also demanding, completing college is just the first step, in essential knowledge and breadth, to launch a business development journey. Gradually, as you gain more experience, you find it much simpler to resolve the situations in which you find yourself. You first start learning from mistakes, and then also from your own success. You become eager for new knowledge. Regardless of the skills you’ve acquired, you realise at one point that you can’t do it on your own. Success requires a team, a system to which you belong.

“For me it has always been important for me that there are existing opportunities to make independent decisions and develop personally; that we have high-quality interpersonal relations within the team, the encouraging of dialogue. When that becomes possible, and each of us respects the rules and systems, we create our own strength and the strength of the company itself. We move inexorably move towards success and personal satisfaction. It is through personal example and engagement, arduous work and patience, that trust and integrity are gained, both personally and as a team. That’s what the AQ team is like.”

GORDANA JOVANOVIĆ, director of administrative affairs, Alma Quattro

People Represent The Most Valuable Resource

The concept of a life balance represents an appropriate designating of priorities between work (career and ambitions) and private life (health, rest, desires, family and personal development). Finding an equilibrium isn’t always easy, but companies that are able to listen create an organisational culture that recognises and respects the private obligations of employees and encourages managers and workers to work together, through teamwork, in order to satisfy both their personal and professional needs.

“

In the modern world and under contemporary business conditions, human resources represent the common denominator of achievement. People represent the most valuable resource, which enables the achieving and maintaining of a competitive advantage and a company’s survival, company spirit and an atmosphere in which every individual can become self-realised, both in business and in their personal life.

“Regardless of the specific job and its peculiarities, everyone in a company can contribute to creating an atmosphere of entrepreneurship, encourage investment in teamwork and the motivation of employees, as well as devotion to company goals, in order to enable employees to identify with the company’s goals and values.”

Each Project Presents Unique Challenges

Talking about work at the LeitnerLeitner Group, Mrs Knežević says that she is grateful to grow within it, and to share the same vision and the same values. According to her, the company has developed her at both a professional and private level. She is very pleased to see that an increasing number of women are also employed in senior management positions.

You have an extremely successful period behind you. Could you single out something that makes you feel particularly proud? What do you like in particular about your job?

Over previous years we have developed a strong and professional team of experts, who are passionate about finding feasible solutions to all tax, audit, payroll and financial advisory issues. We constantly invest in the education of our employees and hire young and talented people who are willing to learn and grow together with us. In-depth analysis and a proactive approach are the values I instil in my team, of which I am very proud. Regarding the question about what I love most about my job, I would like to say that it’s the possibility to create added value; to work with talented and creative people who share the same vision and dedication to the mission;

JELENA

KNEŽEVIĆ, partner, LeitnerLeitner

One of LeitnerLeitner’s main corporate strengths is caring for employees, clients and the community. They believe that investing in the professional development of employees has become one of the key support pillars for the company’s success

professional growth - each project presents unique challenges…

How much has LeitnerLeitner contributed to your professional and personal development?

It has been a great pleasure for me to be at the helm of LeitnerLeitner in Serbia over the past nine years and to have a very successful period behind us, both in terms of the development of the company and the brand on the market, but also developing our employees and building an amazing team. LeitnerLeitner has developed me both at the professional and personal level, overcoming constant challenges as a manager and following the professional standards and market position of the company as a reliable partner. Our consistently high-quality standards,

personal commitment, flexibility and optimistic approach are key factors for customised and sustainable solutions. We bring life into complexity – a meaningful partnership is the best foundation to address all issues – in private life, in business or when considering a new vision. That’s why, together with our clients, we share the tax, economic and financial challenges of everyday life and in complex situations.

There are professions that are traditionally considered as being men’s work. Do they not include tax advisory work?

I would like to believe that, today, women have more opportunities than ever to succeed and advance in the profession. The tax industry has been changing and developing over recent years, and has become more interesting. Many female tax practitioners have entered in the industry, either as consultants or in-house personnel. The composition of male and female consultants in the industry is now almost balanced. The Bureau says that accounting and tax preparation positions now skew noticeably towards a female bias. Perhaps more surprisingly, women are taking over many financial jobs that are often perceived as male-dominated. They comprise 54.7% of financial managers and 59.3% of budget analysts. I think female leadership can only add value to a company. It is really crucial for companies to become more equal; while company leaders should also have the vision and goal to prioritise gender equality every day, in every decision we make. I am very pleased to see that an increasing number of women are also employed in senior management positions, and we really encourage such an approach within the LeitnerLeitner group.

We are leaving behind a very difficult year. Do you think that 2023 will bring us fewer challenges?

If we compare 2022 with the 2020 – 2021 period, growth outcomes were far more stable. But this year has been remarkably

turbulent, with the global economy hit by multiple adverse “shocks”.

Energy market dynamics will be just as challenging for Europe in 2023 as they were in 2022, and input costs will remain high for years. This will make some industries uncompetitive, leading to a loss of global market share. Inflation—which surged to an unprecedented annual rate of 10.7% in October 2022 — is expected to remain well above target for the remainder of 2022, as well as in 2023. On the positive side, the region’s unemployment has

our economy in the coming period.

We would also like to impact on macroeconomic level and participate in many programmes and amendments of relevant regulations, which certainly also contributes significantly to furthering the green agenda. Our plans for the next period are very optimistic; we hope for even greater success, the growth of the company in Serbia, but possibly also expansion to a region where LeitnerLeitner is not yet represented.

hit a record low of 6.6%, employment and hours worked are above late-2019 levels and labour market participation is higher than it was before the energy crisis. Although labour markets may weaken, the increase in unemployment may be modest.

Serbia is a country with an excellent geostrategic position and excellent bilateral relations with numerous countries. These benefits must be utilised to recover

Could it be said that we are on the right track when it comes to harmonisation with the EU acquis? Serbia is making progress, which the EU has recognised. The country needs stable economic growth enabled by sustainable fiscal consolidation and the implementation of deep structural reforms. The latest edition of the Foreign Investors Council’s 2022 White Book emphasises, among other things, that the privatisation and corporatisation of public enterprises and the reform of public administration will have a significant impact on overall macroeconomic indicators and should be improved. EU integration should continue to be our key priority. Digitisation, labour, infrastructure and construction, tax administration and healthcare are just some of the areas where we share common interests and can learn and exchange experiences with the EU.

Together with our clients, we share tax, economic and financial challenges of everyday life and in complex situations

Experts In Cleanliness And Safety

IVANA SLIOUSAREGKO, Director, Sterile

Leading the company Sterile, which sets new standards in the fight against microbes, is an inventive and successful young woman. In parallel she manages sales at the Junior Hotel and is active in the Hellenic Business Association of Serbia, and she achieves everything thanks to the support of her family

We have many products in our offer that help our business with their quality and comparative advantages and at the same time respond to the needs of our clients - says Ms Sliousaregko and singles out the stars of Sterile’s offering - SteriForce SafeAir and the Midea 5-phase filter

Sterile was founded in 2020, at a particularly delicate moment for Serbia, but also for the rest of the world. Did the primordial need to provide a safer working and living environment for those around you lead you to this?

At the outbreak of the pandemic, the focus of our business was the Junior Hotel. In the months that followed, we realized that both our needs and the needs of our guests would change in a number of ways. The period that followed was very challenging for hospitality industry and required many adjustments, especially in health and safety measures. A not so great situation gave birth to, I would say, a brilliant business idea. Thanks to the support of our investors from Greece, we intensively researched the market to find the best quality products and solutions that will provide our staff and guests with a healthy and safe environment, and for us to continue our business uninterrupted.

How much did the fact that you approached this from the hotel industry, which implies impeccable hygiene, help you in the search and selection of the best quality products for disinfection and sterilization?

The hotel industry and the specific rules that we had to follow definitely set the guidelines for finding the best solutions. For the needs of our hotel, we purchased disinfectants that were available on our market at that time, but we soon realized that the amount of chemicals used would cause all kinds of challenges in our daily business. This led us to buy the products for which we are now representatives and distributors. The first product we bought to protect our guests and staff was a disinfectant spray for surface and air protection in small droplets and with minimal use of chemicals. This product

not only made our work much easier, but also motivated us to become its importer for the hospitality sector. In a very short time that followed, the need for disinfection solutions also spread to medical and educational institutions, which today we include in our client list, including hotels and restaurants.

You decided very quickly to offer your products on a web shop. What motivated you to start expanding the portfolio with specific air purification devices and water filters? And why Eva?

Since our research was aimed at finding suitable protection against the materis harmful to health, we enriched the range with products of similar purpose such as water, air and surface purifiers, which unfortunately nowadays are becoming a necessary part of all premises, home, business etc... The expanded portfolio and the needs of the modern customer soon led to the launch of the web shop, which is known today as Eva. And why Eva? Because this word means life, and as such is associated with cleanliness and safety, and represents our entire portfolio.

You mentioned that your range consists of water, air and surface purifiers. Would you single out any product as the star of Sterile’s offering? Are there perhaps several of them and which devices are they? Our offering includes a number of products that, with their quality and comparative advantages, help our business and at the same time respond to the needs of our clients. One of them is surely SteriForce SafeAir, a device for cleaning and disinfecting air and surfaces without the use of chemicals and without ozone. Its main advantage is that it neutralizes more than 99.9% of airborne bacteria and viruses, while also preventing the growth of fungi and removing odors, allergens and volatile organic compounds, (VOC). I should also mention our, as you put it, star among water purification devices, the Midea 5-phase filter based on reverse osmosis, which neutralizes as much as 97% of harmful elements that can contaminate tap water.

If we understand correctly, you manage sales at the Junior Hotel and are in parallel the director of Sterile doo. Today’s women are super-women?

I believe that in the difficult times we are all going through, you need to be more flexible,

important that our colleagues support us. Otherwise, there is no possibility of development and advancement, neither for the company nor for us personally. All of these are actually the reasons why I manage to be involved in the management of both companies.

What is more accurate in your case: “You successfully handle two jobs even though you have a husband and children” or “You successfully handle two jobs because you find strength and inspiration in your family”?

Family is the reason for every step I take. I personally believe that if the family is in balance, it becomes the perfect motivation to fight, move forward and achieve our goals. While I was walking through life alone, there were mornings when I simply didn’t have the strength to get going. Then they came into my life and that feeling disappeared. The children have become my inexhaustible source of strength and will, from where I draw the necessary mental energy every day. Also my husband, who is my mentor, role model, and my supporter. Together they have made me much more productive, happy, and satisfied person, and are the reason I’m where I am today.

What else connects you to Greece, apart from your surname and membership in the Hellenic Economic Association of Serbia?

and invest more time and effort in your work in order to respond to the increasing and different needs of the market, work and competition. Adapting to new conditions requires constant perseverance and the development of new skills, which are an inevitable part of my business growth. It is important to note that, skills aside, I am fortunate to work with amazing people. They give me motivation and support, and are the reason why I have stayed in the same company for many years. Although it may sound like a cliché, I think it is very

My love for Greece has existed for a long time, even when it was just my favorite travel destination. Now, along with my marriage, it has become my second home. My connection with the country was completed with a professional career in two Greek companies that are part of a large Greek business group. Then there is naturally a connection with HBA and cooperation with many Greek companies operating in Serbia. As a result and crown of that collaboration, many wonderful friendships were made outside of the business environment as well. Finally, when we are talking about Greece, I would like to mention something that my husband likes to say, “Oποία πέτρα κι αν σάχώσεις, Περισμός από Παρμον Ελλάδας“, or in a loose translation - Whatever stone you turn over, savour the scent of Greece beneath.

The need for disinfection also spread to medical and educational institutions, which today we include on our list of our clients, besides several hotels

You Grow When You Learn

TAMARA STANČEV, Commercial Development Director, Ljubex International

Ljubex International has 32 years of experience in the import and sale of bearings. It has a professionally trained staff for technical support, foreign trade and internal movement, among which there are many women. Right now, the commercial department has even more women than men

Based on her rich business experience and enviable past results, our guest Tamara Stančev points out that a happy worker is a good worker, and that a company where the workers are happy is a successful company. She likes the approach that people should do things they believe in, that are in line with their interests and values.

You have worked in different departments and industries, and in corporations, and now you are in a small family business. What was your driving force?

Always and in every position, there were only two desires - one to learn, the other to create. In my opinion, these are the only desires through which you grow - every time you learn something new, you are greater for what you have learned. Every time you create something - it is a part of you, of your greatness. By creation, I don’t necessarily mean the creation of material things, because intangible things are equally valuable, such as the atmosphere at work, understanding for younger colleagues, completing tasks, creating opportunities even when at first glance they may not exist... We often chase after

“big” things, when in fact the big thing is how we approach things, how we do them and how we deal with them.

You are currently in the mechanical industry, which, the uninitiated would say, is no place for women. Your example disproves them... I think that every woman in every industry needs to remain a woman. To not accept

women are just as good as men in industries that were reserved only for the stronger sex.

When you appear in high heels and with a bun to talk about some massive steel products that weigh several tonnes and arrive in Serbia in containers or trucks, it may be unusual at first glance. However, what you say and what you do is what represents your work and your company, and the quality of that does not depend on gender, but on your attitude towards work and customers. And, here’s a fun fact... In our company, in the commercial department, there are currently more women than men, and all of them have been in this industry for more than 18 years.

What principles do you apply when working with people?

For me, the most important thing is that the people in the team are happy. Because I like to be happy and I like to come and go with a smile wherever I go, that’s why I like that kind of atmosphere. I believe that happy people work better, that their brains work faster, because they are not under pressure, that they approach tasks with more enthusiasm and so the results are better.

stereotypes, assessments, evaluations...

To believe in herself, to be consistent with herself, to believe in her knowledge and skills and to bring that fine note of doing things casually and with style. That gender division has been overcome. Men are now just as good in industries that perhaps were once reserved for women,

Maybe a good example of that is reading books... Remember how much we struggled to read certain texts when we knew that we had to, that someone would question us, and then how many books we read after school. At that time no one told us that we had to, but we did it because we wanted to and because we believed it was good and would bring us something good. I like that approach, that people should do things they believe in, things that are in line with their interests and values, and we, as managers, should make it possible for them.

What you say and what you do is what represents your work and your company, and the quality of that does not depend on gender, but on your attitude towards work and customers

Photo: Wannabe Media Studio

The annual survey of employee satisfaction indicates the areas where we need to improve, what employees value the most, what the key parameters shaping our employees’ experiences are, which provides the basis for us to then improve the Employee Value Proposition - explains SR Technics Services GM Milena Gajović Shrestha in this interview.

When your Swiss parent company opened its Shared Service Centre in Belgrade, the initial plan was to transfer administrative positions to it. How did we end up with the partial transfer of technical processes? SR Technics’ initial pilot project in Serbia encompassed the transferring of just a few processes from finance. However, operations expanded on the basis of the trust that we gained thanks to our employees. The results were excellent and proved that Serbia has extremely competent personnel. New waves of transfers of support service jobs followed, which were implemented with equal success. The transferred tasks were undertaken professionally and reliably, which was crucial in launching the transfer and gradual expansion of engineering activities in support of the core area of business: engine operations. Having fully mastered the processes taken over, we entered the next phase ,

SR Technics Nurtures Diversity

MILENA GAJOVIĆ SHRESTHA, General Manager, SR Technics Services

SR Technics Services Belgrade is no longer a shared service centre performing only repetitive administrative tasks and transactions for the needs of the parent company, but rather a reliable partner to the core business, as an integral part of international company SR Technics

in which we re-examined the transferred processes with the goal of simplifying them, digitising them, rendering them more efficient and freeing them of all forms of waste.

Without intending to be slaves to stereotypes, we can’t avoid asking how a young woman found herself at the deep end of the aviation industry...

I consider every person as being determined by their personal and professional qualities, and not by their gender. With that same stance as a starting point,

improvement still exists when it comes to ensuring gender equality in technical fields, from engineering to leadership positions. SR Technics in Belgrade is proud of its almost ideally balanced gender structure (52% women, 48% men), but also of the significant number of women who lead teams.

Apart from stimulating earnings, what makes SR Technics Services an attractive work collective for young, ambitious and educated personnel?

We are very proud that SR Technics in Serbia is a company that’s recommended by its own employees and which former employees are happy to return to, although the competition between employers is growing increasingly fierce.

company SR Technics, which nurtures diversity and respects the equality of all employees, placed its trust in me to stand at the helm of company SR Technics in Serbia. The aviation industry is serious about UN Development Goal 5: achieve gender equality and empower all women and girls. Despite having achieved progress in terms of the gender balance, the aviation industry is aware that plenty of room for

Our company works continuously to retain existing employees and attract talented individuals. We invest in the professional development of employees via training, develop coaching and mentoring work, encourage employees to provide initiatives, create an ambience in which they can undergo desired job promotions, take care regarding internal mobility and career advancement, and all of this is recognised by employees. The company culture of SR Technics is characterised by an enviable work-life balance, a working environment where excellent interpersonal relations are nurtured, respect for everyone’s individual personality, collegiality and cooperation.

SR Technics in Belgrade is proud of its almost ideally balanced gender structure, but also of the significant number of women who lead teams

The real challenge is how to find the optimal balance between business and private life, but I don’t see why that problem should be exclusively reserved for women. I think that many men are also faced with that question today ~ says Ms Kovačević.

The world is changing fast and new trends are born every day. Do you manage to fulfill them? Is your product portfolio so broad because you have followed the needs of customers?

The times we live in bring great changes in all spheres of life, at a speed we could not even dream of before. The transformations of the new era also apply to our profession, where technological innovation demands you constantly learn and get to know new products and new principles of production and installation. You must also adapt to the digital world of communications, that is, to daily meetings via Zoom, Teams or other platforms that did not exist just a few years ago. So it’s an equally big obligation for both women and men who want to

Women Are Aware Of Their Strength

LJILJANA

KOVAČEVIĆ, manager of the department for projects and technical support, Alumil

Alumil’s product portfolio is really broad, which is a result of following trends in architecture and of adapting to legal regulations in the field of sustainability and energy efficiency

create a balance between private and business life, but with good organisation and time management, all the demands and obligations can be fulfilled.

Alumil’s product portfolio is really broad, which is the result both of following trends in architecture and of adapting to legal regulations in the field of sustainability and energy efficiency. At our company we always try to meet specific requirements, which include unique profile designs or customised solutions. Our project team is very active in this area, all with the

women and their bold entry into the fields of life and business usually reserved for men, the penetration of women into the highest leadership positions began in the media, trade, technological development, science, art and politics. In the past few decades, we have seen that capable women completely manage large business systems and occupy the highest government positions, partly thanks to changes in legal regulations, partly due to the natural development of global society and the now innate knowledge that the sexes are equal in every respect.

And yes, women are more and more interested in career development, for the simple reason that they can see many good examples of it being possible for a woman to be successful in business. Thanks to these aspirations and ambitions, major changes are happening in our society in terms of determining the role of women, not only in the business sphere, but also in the family and society in general.

aim of providing high quality technical solutions and support to both customers and architects.

Do you have the impression that the role of women in the business world has changed a lot in recent years and that women are increasingly interested in career development?

In the West, since the 1960s and the beginnings of the real emancipation of

The real challenge is how to find the optimal balance between business and private life, but I don’t see why that problem should be exclusively reserved for women. I think that many men are also faced with it today. Whether they are married or in less formal relationships, a standard relationship is less and less assumed between a man, as someone who earns money, and a woman, who takes care of children and family. I believe that this is definitely a women’s century.

Our project team is very active, all with the aim of providing high quality technical solutions and support to both customers and architects

Women are Boldly Taking Leadership Positions

ANA GLIŠOVIĆ, financial manager, Alumil

Alumil has fostered equality from the very beginning, so a large part of the top management consists of women. It has been shown that women are as persistent and dedicated to their work as men, but also that their ideas can be equally interesting, creative and effective

The fact is that in recent years, women have increasingly built their integrity and credibility in a male business environment and become more confident and aware of the capacities they can contribute to the company ~ says Ana Glišović.

When you enrolled in economics, did you think about where your path would take you, that you would be part of one of the most famous brands of windows and doors?

After finishing university, I was more focused on starting to work and gaining professional experience. The circumstances of my work gave me contact with services, trade and manufacturing, but my additional interest in architecture and interior design helped lead me to Alumil. When I had got to know the organisation and its corporate culture better, it was my pleasure to become part of the Alumil team, where I have now been for more than 11 years.

In the past, management positions in our companies were mostly occupied by men. Do you have the impression that this is slowly changing and that women are starting to take over?

The fact is that in recent years, women have increasingly built their integrity and credibility in a male business environment and become more confident and aware

of the capacities they can contribute to the company. Consequently, the situation is slowly changing and women are encouraged to take up leadership positions. Our company is a good example

but also that our ideas can be equally interesting, creative and effective.

of this, it fosters equality and a large part of the top management consists of women. We proved to be as persistent and dedicated to work as our male colleagues,

Making women aware of their values, competencies and leadership skills is the way to go, to motivate women as much as possible for career development and assuming leadership positions, where they would be shoulder to shoulder with their male colleagues.

Making women aware of their values, competencies and leadership skills is the way to go

Aquarter of our team is made up of women. In the management, women are represented with 44%, which is considerably above the average for developed markets, with a participation of 45% in the total number of highly educated ~ says Sandra Stevanović Ali Farahat proudly.

Alumil Yu Industry is part of the Alumil Group and has been operating in Serbia since 2003. What kind of results and plans do you have for your 20th birthday?

In 2023, the Alumil team will celebrate 20 years of successful business in Serbia. It is a long route of development from establishing the production complex in Nova Pazova, the formation of sales offices and, finally, the integration of all other business functions into one system. The focus all these years has been on the development of production capacity, improvement of productivity and strengthening sales. At the same time, competitors arrived on the market

We Value Diversity

SANDRA STEVANOVIĆ ALI FARAHAT, HR manager, Alumil

Alumil is a company that prides itself on providing a complete service on our market and the markets it is developing in the field of sales. They round off their sales cycle with exceptionally strong technical support from engineers, architects and consultants who are always available to clients with the same task. What Alumil is undoubtedly proud of is the complete services it provides on our market and the markets we are developing in the field of sales. Alumil rounds off its sales cycle with extremely strong technical support of our architects, project engineers and consultants, who are available to our clients at every stage of sales.

Concerning the results, our team already surpassed last year’s sales at the beginning of the third quarter of this year, despite the very uncertain circumstances that the entire economy is facing, regardless of the industry. The credit for that certainly goes to our colleagues and management, who are dedicated in building excellence every day. Our team in Serbia today has almost 400 employees and it is a real pleasure to be part of such a successful company, where the strategic focus is on people and organisational development.

The number of women employed in the company has grown a lot in recent years, providing equal opportunities regardless of gender. Do you really respect and take care of differences?

That’s right. The construction industry we operate in is recognised as

“masculine”, we are successfully refuting this assumption. Of course, companies like Alumil, that are having production and logistics within the organisation, are recognised as an industry with fewer women. Gender ratio at Alumil has changed a lot in recent years, so that now a quarter of our team is made up of women. Women are represented with 44%, in the management, that is far above the average for developed markets, with

a participation of 45% in the number of employees with University degree.

This is not about analysing absolute numbers, but above all, about the company’s approach and its appretiation of knowledge, skills and experience. This is what makes Alumil the most of its differences. We are having significant number of women in engineering and administrative positions and in the production team, whose result and contribution we are proud of.

Already at the beginning of the third quarter of this year, our team surpassed last year’s sales despite very uncertain circumstances

Belonging To A Team Is A Driving Force

TIJANA ANOKIĆ, marketing manager, Alumil

At Alumil, they believe that employees are their greatest value, and that’s why they continuously build and strengthen enthusiasm, belonging and togetherness among colleagues. The feeling of belonging and togetherness is important for each of them individually, but also for the whole team

Together we are shaping the present and future of the company, and I am sure that we are on the right track when we do it from the heart. The employees are responsible for all the company’s achievements, and that’s why it’s important that all our people love their jobs and continuously develop ~ says Ms Anokić.

You believe that the results of the team are always greater than the individual results of the people who make it up. How do you care for that team spirit at Alumil?

Whether it’s sports or business, team spirit plays a huge role in achieving success. Although some functions require that they be performed independently, most positions require a professional to collaborate and coordinate with colleagues to achieve successful results.

At Alumil we know that our people is our greatest value, and that is why we continuously build and strengthen enthusiasm, belonging and togetherness among our colleagues.

A sense of belonging and community is important for each of us. From early childhood, we strive for this, from the hugs of our parents, through socialising with people of similar beliefs, to staying in well-

known places. This sense of belonging is very present in the Alumil company and it is the driving force of our team.

In addition to belonging, giving team members responsibility is an important factor that creates a sense of ownership and trust among colleagues. The team is the basis of every company’s success, and for this reason we encourage open communication and promote constructive dialogue.

done with soul, expressing creativity or passion, that is, when we give “our whole self” to something we do. I like to say that I am sure of success if I do something from the “stomach”, and that is exactly that, with meraki. I am proud and happy to work in a company that encourages that feeling and that the word “meraki” is defined as one of our company values.

A positive atmosphere at work is the main condition for any success. When people are happy and satisfied, they will always create a more pleasant and inspiring work environment.

You often hear the word “meraki” at Alumil. Why is it important to you, what do you use it for?

“Meraki” is a Greek word that is often used to describe when something is

We are all people with emotions and we are part of the big Alumil family. Together we shape the present and future of the company and I am sure that we are on the right path when we do it from the heart. The team is responsible for all the company’s achievements, and that’s why it’s important that all our people love their jobs and continuously develop both personally and professionally, because that’s the only way they can be productive and contribute to the company.

“Meraki” is a Greek word that is often used to describe when something is done with the soul, expressing creativity or passion, when we give “our whole self”

Today’s Business World Needs Diversity

M. SC. MELITA ROZMAN DACAR, Managing Director of Slovenian Railways Freight Transport

Despite the Corona crisis, the war in Ukraine and other challenges, SŽ-Tovorni promet will be satisfied with this year’s business. They have optimised their processes and adapted to customer expectations to be ready for big new challenges in the coming months

In the position of general director of Slovenian Rail Freight for fully 10 years there is one super-woman, one of the few in leading positions in transport and logistics. She reveals how she manages to be so successful and appreciated in a male world, and admits that she and the company could not be so successful without the full support of her colleagues and partners.

Slovenian Rail Freight offers comprehensive and intermodal railway transport and logistics services on the Slovenian market and abroad. 2022 was full of challenges – what were the results? This year really was full of new challenges for us. The Corona crisis and the war in

Ukraine have thoroughly shaken the foundations of the international business world. The war in Ukraine has caused a change in some commodity flows. Ships with cargo have been delayed for several months arriving in port, port warehouses are overflowing, and this has negative consequences for rail carriers. Many companies have reduced production, which also affects the amount of cargo transported. We also noticed a lack of materials and supply problems in individual industries already last year, and the situation in Ukraine has only made this worse. Some freight has been diverted to the railway due to the problems in shipping. Some customers have also redirected their supply chains via Slovenia.

Inflation is increasing, we are facing problems in the maintenance and rental of vehicles due to the lack of materials and rising prices. Nor should we forget the drastic increase in the price of energy. All this has been having a massive impact on our business. Nevertheless, we can be satisfied with this year’s results. We will carry more cargo than we planned. According to first estimates, revenues will also exceed those planned. We achieved this by constantly optimizing our processes and adapting to customer expectations. We run heavier and longer trains and we have been acquiring new cargo abroad, but the coming months will be a huge challenge for us as it will for other carriers.

Do you think that in the years to come, rail transport will continue growing, as the interest in environmental protection grows? Would this be an additional incentive to develop your company?

Rail freight is undoubtedly the backbone of sustainable development, as road transport pollutes our natural environment much more than rail. This has been recognised by many of the most developed European countries, and they support the development of rail transport through various measures. We have also taken the first steps towards this in Slovenia. For many years we have held the ISO 14001 certificate, which demonstrates our responsibility towards the environment in our daily business. I believe that awareness of the importance of the environment towards the economy will continue to grow, and with it the role of rail transport. Our focus in future will definitely be on sustainable development.

The transport and logistics sector is still dominated by men. How did it come about that men accept you in “their club”?

It’s true that the field of transport and logistics is still dominated by men, and women in leadership positions are more the exception than the rule. That is why we have to prove ourselves ever more, day by day. I have been working in freight transport at Slovenian Railways for almost 30 years, and during this time I walked the career path from clerk to director. I can say that I was lucky that my male colleagues always supported and respected me. I also had many excellent mentors, who helped me learn all the tricks of the trade, so to speak. Of course, I had to prove my expertise again and again.

You have been with the company for almost three decades, but you have been in the position of general director for 10 years. Would you and the company be so successful without the full support of your colleagues and partners?

During the three decades of working at Slovenian Railways, I have met many colleagues and business partners and made many acquaintances and friendships among them. Without good cooperation between colleagues and business partners, without trust and the effort to achieve common goals and common growth, we would not be able to achieve much success. The company director is not the only one responsible for the company’s successes or failures, she or he can only lead and direct her colleagues and motivate them to achieve the goals everyone believes in.

It has been shown that in large systems like yours, women react more quickly to change, they see things more broadly and think long-term, while men are better at realising short-term goals. Do you agree that we cannot be successful without each other?

The differences in thinking between women and men are not a disadvantage

At the beginning of November, we started the eighth generation of the Mentoring Network in the Women Managers Section of the Managers Association

in my opinion, quite the opposite. Diversity is what contributes to the broadness of mind that we need in today’s demanding business world. Maybe it’s true that we women are more cohesive and capable of having a broader view of the problem, while men are more narrowly goal-oriented. But it is the combination of both approaches that can bring us development and success.

Although we have stepped deep into the 21st century, we still face gender stereotypes in employment and promotion, because men dominate our business culture. How is that changing?

Slovenia is among the leading countries in terms of gender equality, but we still encounter gender stereotypes, and our business culture is strongly dominated by men. In my opinion, the situation is changing too slowly. I miss greater transparency in the procedures for appointing managers and supervisory boards of companies which, I am sure, would lead to greater representation of women in the most responsible positions. In our company, as member of the Board of Directors of the Section of Women Managers of the Managers’ Association of Slovenia, and as chairwoman of the Board of Directors of the Transport Association, I am campaigning for greater inclusion of women in management positions.

You are also member of the Board of Directors of the Section of Women Managers of the Managers’ Association of Slovenia. What have been the results of the mentoring programmes that you have run over the last seven years?

At the beginning of November, we started the eighth generation of the Mentoring Network in the Women Managers Section of the Managers Association. The programme is intended for young women managers who want to gain additional knowledge and advice from more experienced Slovenian female managers. The goal of the programme is to encourage and support female managers in taking on leadership positions and making career leaps. The programme also advocates for greater representation of women in management positions. In the last seven years, we have connected 160 mentoring pairs. I am proud to act as a mentor myself and I enjoy passing on my knowledge and experience to younger colleagues. Both inside and outside Slovenian Rail Freight, I strive to involve promising young people in the management and transfer the knowledge of more experienced colleagues. Only in this way will we be able to take a step forward in an increasingly competitive environment, to develop and grow together with our business partners.

Happiness Lives Within Us

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

Kruna Gavović has been recognised as one of the best young managers due to her engagements with the TMS brand and The Lean Six Sigma Company. Since she was a child, she has practised visualising her future life and seeing herself clearly over the years. She is simply a natural leader

You are very young, yet you already have a family and responsible jobs at two companies. How did you achieve all that?

I lived in my hometown Krusevac until I went to University. In my mind, I could do nothing other than give back for all the love and education my family had invested in me. I was always very ambitious and determined. Since I was a child, I have visualised my future life and seen myself clearly over the years. I completed university at 23 and gave birth to my daughter at 26. In order to achieve a work-life balance, I maintain my positive energy through constant investments in myself: spending time with family and friends, investing in my health, nourishing my mind and body, sleeping well, exercising regularly and expanding my network. But the most important role in my life is that of a mother, and I want my daughter to have the best possible example at home, to be surrounded with true values and healthy ambition, and to understand that all the happiness we seek in the world can already be found within ourselves.

What motivates you to move forward?

I am motivated by the constant search for knowledge. I enjoy listening and lear-

ning, rather than talking. Talk to me and I’m all ears. This willingness to learn is born of my desire to develop skills and gain knowledge to improve my performance at work. This shows to our working environment, but also to our clients, that we are long-term investments, while it also builds trust. In order to build trust, we should also make our decisions carefully, communicate properly, be consistent in

our actions, share our feelings openly, apologise when we are wrong and show our authentic selves. Last, but not least, is expanding my network. I love to meet new people and to see the best in them, and I love to be impressed – not by their appearance, job title or social status, but by the way that people treat other human beings. Every time we meet someone is an opportunity for us to learn something new. We should always try to seek only the best in people and adapt to every situation. There is no failure in life, just the opportunities for growth. As one wise person told me recently: “In the end everything will be fine. If it is not fine, it still is not the end”. When we understand that the purpose of life is not happiness, but rather growth and experience, happiness comes as a byproduct.

How important is it that a woman doesn’t forget herself?

The crucial thing for a woman is to set a routine. Maybe it doesn’t sound exciting when I say “a routine”, but that definitely leads to a balanced life. We need an aspiration list and to develop daily habits to achieve our goals. We must identify our core values, but also know when to stop. It is vital to know when we feel most like ourselves. To me, little moments make special feelings, like a comfortable silence, seeing happiness in people, a long ride to an unknown destination, blooming flowers, the sun on my face, seeing the good in people, meaningful conversations. People usually ask me where I find so much joy. It doesn’t depend on what happens or what I receive from others. I find my biggest joy in giving.

When we understand that the purpose of life is not happiness, but rather growth and experience, happiness comes as a byproduct

Accelerating Youth Employment

Empowering young women at the very start of their careers and providing them with adequate support in choosing the right career path is among the priorities of the “Education to Employment” (E2E) project, a multi-year partnership project of the governments of Switzerland and Serbia, intended to create the necessary preconditions to accelerate youth employment.

Confronted by various stereotypes and socially imposed choices, girls most often choose occupations that are exclusively in the domain of “womanly”. That also applies to young men that are usually seen as being right for some “hard-working-male-dominated” jobs. In order to avoid such conventionalised and ingrained career decisions, the E2E project is making various interventions.

The main E2E activities within the gender intervention strategy are: Providing tailor-made and gender-oriented career guidance and counselling activities; Facilitating work-based learning programmes (non-formal training organised in companies);

Promoting gender-related success stories and activities through different forms: social media posts, videos and brochures.

Trained career practitioners working within the E2E project are organising group themed career workshops at both schools and Job info centres establi -

shed within the scope of the project, placing a special emphasis on gender issues with tailored career guidance and counselling measures. These CGC workshops focus on the ways gender stereotypes influence the career decision of young girls and boys, how they can reflect those gender stereotypes and overcome them, identifying possibilities and encouraging stepping away from established gender-stereotypical patterns of behaviour and career decision-making. Over the course of this year, 860 young people participated in gender-related workshops.

With the aim of furthering the empowerment of women, the E2E project this year created a video campaign to increase the self-sufficiency of young people, particularly young women

and girls who mostly face different gender stereotypes in their career planning and career decision-making processes. E2E created a video on success stories from a work-based learning programme, featuring a couple of great examples of female trainees in male-dominant occupations. E2E wanted to promote these not-so-usual career choices by filming their stories and creating strong video testimonials on how they are succeeding in working environments that are led and completely dominated by men.

This video introduces viewers to some of the women who have challenged gender stereotypes in the workplace as part of the training and employment that resulted from their participation in the E2E project - training for CNC operators, welders and assistant camera operators. The video, which forms part of the gender implementation intervention strategy within the E2E project, strongly promotes gender-related issues in order to support youngsters on their career paths and empower them in their interests (free choices). This video is available to watch on the project’s YouTube channel.

The Education to Employment (E2E) project challenges gender stereotypes in the workplace with the aim of empowering young women to pursue their career dreams

For the next harvest we are hoping for a sparkly wine made of Grašac and perhaps an orange, but every year is different and we adapt to what the grapes give us, always looking forward to surprises - the Vrkatić sisters announce.

What brought you two sisters to the vineyard and the winery?

Our decision to be vintners grew out of a desire to preserve our family vineyard of Malvasia. For us, this line of work means doing something in a community, it is not an individual project. Basically, this is what brought us into the wine world. The need to do something together in addition to our individual occupations, and to jointly maintain something that is important to all of us, and that binds us. Our relationship to Fruška Gora, as a special place we grew up in and love, certainly contributed to this. Our greatest support came from our mother Marica and sister Ivana, who is getting increasingly involved in the work of the winery.

Only those not in the know can ask howcomewomenareleadingawinery. How can we change this?

Women Today Are Also Working With Wine

SONJA AND NATAŠA VRKATIĆ, owners of the Verkat winery

The success of the Verkat winery is the product of the vision of a lawyer and an art historian, the two sisters Sonja and Nataša Vrkatić, their relationship with Fruška Gora, as a special place they grew up in and love, and immense support from another two women in the family, their mother Marica and third sister Ivana

Precisely, caring for a vineyard was traditionally women’s work, if we’re talking about the division of labour in farmsteads. However, because of the patriarchal society we live in, it was rare for the women who tended the vineyard to also be the owners of the land or means of production. So, it is not surprising that the overall impression is that wine is men’s work. This, of course, is not only the case in wine product. The work of women is traditionally invisible in many areas, and it should be noted that many still wonder how come a woman is at the head of anything. This is really devastating and

assortment and manufacturing technologies, strengthening of small wineries, and the use of diverse approaches. In any case, an interesting time for our business activity in Serbia. In this kind of environment, women working in this field are gaining a bit more space and incentive than before. We hope this trend will continue.

Will you celebrate the five-year anniversary of your business with a new wine or new plantations? What are your plans for expanding your business?

shows that the emancipatory project for women is nowhere near completion.

Change is, of course, possible, but it requires a long-term programme of economic empowerment of women in agriculture, education, and help with exercising rights.

As for the wine scene in Serbia, it is undergoing a period of interesting changes. Not only the appearance of women working with wine, but also a change of approach, the entry of young people with a different view of winery and vineyards, the expansion of the

We certainly have to celebrate our five-year anniversary with a party. But jokes aside, we have many plans. One of the most important steps is a change in the approach to caring for vineyards and transition towards organic protection. This is something we have wanted for a long time, and we decided this is the right time to take this step. Since we have based our business thus far on the production of white and rosé wines, we are taking a small step towards making red wines. To start, we chose the Blaufränkisch variety, and hope to soon raise a plantation of varieties for red wines, an assortment that would complete our portfolio and be in harmony on Fruška Gora.

In any case, we endeavour to gain something interesting from every vintage. The 2021 vintage produced small series of Malvasia Barrique and a special Grašac 4.0, declared to be the best wine among native varieties of white wines at this year’s Wine Vision event.

The work of women is traditionally invisible in many areas, and it should be noted that many still wonder how come a woman is at the head of anything

Only The Best For Babies

DRAGANA ÐUJIĆ, General Director, Kibid d.o.o.

For three decades, Kibid has been engaged in the import and distribution of baby food, primarily Aptamil and other products of Nutricia, which is part of the large Danone group. Trust in the company, products and people, commitment to health and top quality nutrition for the youngest are important premises of their work

As a woman in a leading position in a private company, which is also a leader in its product category in Serbia, I can say that with work, a professional approach, respect for all of my colleagues and the team and a clear vision and well-set business goals, success cannot fail to follow ~ says Kibid’s director

Your company is practically the best friend of young mothers, it gives strong support to family, parents...? How does having a woman at the head of the company affect this? Our entire team is dedicated to our work with great responsibility. We are leaders, importers and distributors for Serbia and for the countries of the region of the European brand No. 1 in baby foods - Aptamil, and of all the products of Nutricia, which is part of the large Danone group. That leadership is actually a great obligation for me and for all my colleagues at Kibid. I see success through the learning, dedi-

cation and trust that we cultivate in the team and that we pass on to our users. For example, when you think you know everything and have nothing more to learn, you’re facing a big problem. There is always something different, special, something to strive for and pay special attention to and something that can be learned. Here, I have just returned from managerial education in the Netherlands... Our long-term partner Nutricija educates us so that we can always go one step further, and that’s why it feels good to be part of an international team.

And when I say commitment, I don’t mean giving things up and burning out, but a good feeling when a good job is done, a chance is presented, communication improves, a problem is easily solved. I also mentioned trust as an important premise of our joint work at Kibid, trust

in the company, products, people, and above all in myself.

When you say Aptamil is the number 1 brand, you don’t mean figuratively, but literally?

Yes, yes, Aptamil was awarded the number 1 brand in Europe by Euromonitor International Limited among the brands of growing up milk formula, based by data Euromonitor International Limited packaged food 2022 edition, value sales RSP, 2021 data. Aptamil includes Almiron, Aptamil, Bebilon, Gallia and Nutilon. We are very proud of it because it is the result of decades of work and research by the Nutricia team, with more than 500 experts who study the quality and composition of breast milk. Thanks to that effort, we now have a formula that is the closest in its composition and nutritional

values to a mother’s milk, which is of course the best food for a baby’s immunity. As representative of Aptamil and other Nutricia products, Kibid decided to operate in this segment many years ago, fostering above all a commitment to health on the one hand, and the highest quality in nutrition for the youngest on the other.

You are able to influence the health and formation of healthy eating habits of our youngest population. Do you feel that’s a privilege? You can call this a privilege and it really is. But we share the business philosophy that we above all have a responsibility towards our users, and in that there is no improvisation or compromise. Mother’s milk is the best food for babies and that is always our position. Compliance with the World Health Organization’s code on breastfeeding and baby nutrition is a basic postulate for us that we never question, and all of our staff know this and strictly adhere to the rules in communication. Because the users are babies, this very sensitive product category requires compliance with the highest standards in all areas of business. The category of baby food is classified as a category with legal restrictions, also in advertising. In 1981, the WHO passed a code that limits the advertising of adapted formulas to encourage breastfeeding, and Nutricia, as a signatory to the WHO code, and our company as a distributor, strictly respect this regulation in all areas of business.

Thanks to all these standards in business, we can say that we have the privilege of taking care of the health and healthy habits of the most sensitive and wonderful population - our babies. We know that we help many people, that we bring smiles back to the faces of both parents and children, that thanks to us, many babies will sleep peacefully tonight. This is our peace, this is our success.

You have been dealing with children’s food for a long time, and so indirectly with the birth rate and population policy. Can you judge whether it has become more challenging to raise children today?

I can answer this question more from a parent’s point of view. I think that parenting, producing and raising children has changed a lot. Parents today understand this role very responsibly. They work extremely hard and the vast majority want to give their children the best. Not only in the material sense, but also in learning, working with

often takes more strength and more time to stand out, but for real leaders, in the end, neither gender, nor political support, nor a wealthy family matter. Their quality alone fights for its place.

them, care and most importantly providing emotions. Parents are very caring, already during pregnancy, and of course later. In some other countries, even in more developed ones, the approach to raising children is different, I would say it is more relaxed, so you can ask whether it is better that way, whether their children are better prepared for life later on. I don’t really have the best answer to that, because it’s the feeling of every mother, every parent...

We are a people with a lot of emotions, and I think that love and hugs are the most important things that every parent should give to a child. Parenting is always a challenge, in every time and in every society. Because everything starts from the first touch of mother and baby and the first breastfeeding. And our corporate mission is to be a support in those first months of the greatest concern and fear if the need arises.

How do you see the concept of women’s leadership and what is it that sets women apart in the business world?

Regardless of their gender, leaders have many common principles that guide them through solving every day business challenges. It is not always easy for women in our environment. It

I have already mentioned commitment as one of the basic premises of a successful business. I believe that continuous work on yourself and learning is necessary for success. Leaders should encourage their young colleagues, create their successors, invest in young people who have leadership potential. This is what should be equally important in our managerial work. When people around us see how hard we work and continue to upgrade our knowledge and skills, I believe they will follow in our footsteps. That teamwork can on its own represent a good way for the further development of the company we run.

Finally, I can highlight my example as a woman in a leading position in a private company that is also the leader in its product category in Serbia. I am sure from my own work, professional approach, respect for all my colleagues and the entire team, and with a clear vision and well-set business goals, the success of every leader cannot fail to follow.

Compliance with the WHO code on breastfeeding and baby nutrition is a basic postulate for us that we never question and all of our staff know it and strictly adhere to it

Entrepreneurs Are Multi-Taskers

Testeral is one of the largest manufacturers and exporters of aluminum constructions, facades and windows. It belongs to a group that has been operating in the construction industry for more than 20 years. They are currently focused on building and equipping a new production facility and carrying out a process of digital transformation

Acompany is like a child: the younger it is, the more it needs its mother. The company is like another child for you, and over time, when you lay good foundations, it’s the same in the company as in the family ~ says our guest and insists that everything boils down to good organisation and delegating responsibilities.

Your grandmother was an entrepreneur, your father inherited her business... Was it taken for granted that you would also join the family company? Did you see yourself in her?

As a high school student, I went to study abroad with the idea of staying there, and in the meantime, my father’s company grew and prospered. As an exceptional visionary, he made an effort for me to get an appropriate education, to gain breadth, get to know the world and make new acquaintances, but on the other hand, he wanted me to build my future in this country and in his company. And like any other young person, I was not aware of my affinities. I saw myself in a stock exchange or international financial institution, not in a family business.

As someone who worked in a corporation and now runs a family business, do you think women have to work twice as hard as men to achieve the same goals?

The path of every entrepreneur is different, and it is particularly specific and challenging to decide to continue a family business and lead the company. I can’t say that it was really my choice, it was more the set of circumstances. Then my younger sister Tanja and I left our secure jobs and took over the family business. The beginning was difficult, but not because I am a woman, but because the company was in a bad financial situation. I worked twice as hard as ever before, because I

believed that our business was good and profitable and that with proper leadership and work we could make Testeral a world brand. Mutual support and dedication in our work have brought us to the position we are in today, among the leaders on the Serbian market in this industry.

You often point out that family businesses are the “backbone of capitalism” everywhere in the world, because they are characterised by consensus and harmony. Does that apply to Testeral?

There are challenges in business every day, and when it comes to a family business, a special challenge is harmonising the needs of family members, their knowledge, character and affinity, with the needs of the company. Besides all this, you should maintain harmonious family relationships and not transfer problems from work into the home. It’s an art and that’s what I’m most proud of, because besides me the business is run by my sister and brother, and besides them, my and my sister’s husbands are also involved.

When we speak of how much of a challenge it is to run a company, especially for women who unlike men are also burdened with family obligations, I stick to the slogan that everything is possible and that there is a solution for everything. I often jokingly say that I am a multi-tasker, because I think that is true for all women in business. Otherwise, I advise all women who start a business to start carefully, but at the same time wisely and courageously. It is also important to separate the establishment of a family and that of a company. I admire women who have done both at the same time. It’s a huge sacrifice.

SANJA STANIMIROVIĆ, CEO & Chairwoman, Testeral

There are challenges in business every day, and when it comes to a family business, a special challenge is harmonizing the needs of family members with the interests of the company

“She’s Mercedes” Empowers Women

ALEKSANDRA MILADINOVIĆ, PR, Mercedes-Benz, Star Import

The Mercedes-Benz brand works tirelessly to strengthen the position of women in the modern world. Since 2015, this struggle has been presented in the form of the platform “She’s Mercedes” - a place where women can connect and exchange ideas and experiences, learning from one another

Thanks to the activities of one of the world’s most famous brands, women in more than 60 countries can today exchange opinions within the scope of an online community and at networking evenings, but can also find inspiration in the world of Mercedes-Benz.

Bertha Benz, the wife of Karl Benz, was a source of inspiration and a business partner to her husband. Is she proof that a powerful woman stands behind every successful man? It would be hard to imagine Karl Benz’s world-changing invention that led to a revolution in mobility without his wife Bertha Benz, her inexhaustible optimism and ability to find the right way even in difficult situations. Although the public remained sceptical about the new horseless carriages powered by a “mysterious” force, she made a quick decision and embarked on an arduous journey of more than a hundred kilometres accompanied by her two sons. That’s why I believe everyone can find inspiration in her courage and will to keep moving forward even in difficult situations. Bertha was a pioneer and the

first test driver, but also a genuine example of how people should have a positive, practical approach to life and should face problems full of self-confidence. This makes Bertha Benz the best role model for today’s pioneers in all areas of life.

“She was always more daring than me,” Karl Benz said of his wife, whose boldness, steadfastness and courage can serve to motivate anyone to believe in their own ideas and dreams, regardless of how unbelievable they may appear to others.

Is striving for excellence something that’s common to all successful women?

Bertha knew that problems had to be approached with a positive attitude, even when success isn’t guaranteed. Life is learning and constant improvement. A person learns the most from their own mistakes, and because no one wants to

standards. From Bertha to this day, that motto has forever remained in the genes of the Mercedes-Benz brand, and I’m certain all successful women would agree with that.

How and why was the “She’s Mercedes” platform created? What message is relayed through the accompanying campaign?

The Mercedes-Benz brand works tirelessly to strengthen the position of women in the modern world. Since 2015, this struggle has been presented in the form of the platform “She’s Mercedes” - a place where women can connect and exchange ideas and experiences, learning from one another. She’s Mercedes is dedicated to inspiring, connecting and empowering women to show the best of themselves. Bertha Benz is actually the symbol of the brand.

experience failure, doing so becomes even more important. Bertha didn’t fear failure, and her courage changed the way the world functions today. With her own example, she showed how important it is to have a vision and faith in one’s own ideas. When you believe in yourself, you strive for top quality and try to always push your own boundaries and set new

By connecting under the “She’s Mercedes” brand, our aim is to create a base for women to associate in various fields, thereby encouraging them to further cooperate and improve their position in society. We want our platform to grow and develop together with women, because experiences, perspectives and opinions are crucial in helping to build a community in which exchanges, inspiration and mutual support can influence the setting of new standards.

Bertha Benz was a genuine example of how people should have a positive, practical approach to life and should face problems full of selfconfidence

Just ten years ago, the representation of women in leadership positions was insignificant, but today women lead many of the world’s foremost pharmaceutical companies. And how that came about, explains our guest from MSD.

In 2020, Bloomberg assessed that according to the global gender equality index, MSD is above the global threshold in four key areas. You must be very proud of those results?

Most MSD employees would tell you that they are truly proud to work for their company. The reason for this is not only that we are talking about one of the leading pharmaceutical companies, but also because of the organisational culture that nurtures values that are important for the employees - psychological security, freedom of speech, a balance between private and professional life, diversity and inclusion. At MSD, gender equality is promoted at all levels of the organization, and the many resources and development opportunities are available to all. One of them is the MSD women’s network, which has existed for almost 30 years and deals with the topic of women’s empowerment and development in the business world.

The Sexes Are Equal, But Not The Same

SANDRA MARINKOVIĆ, External Affairs Lead, MSD

At MSD, all dimensions of diversity are fundamental to success. This includes gender-inclusive policies and practices, transparency in the presentation of genderrelated metrics, and investment in gender equality in the workplace.

Studies show that women outperform men in 11 of the 12 key competencies of emotional intelligence. Could this be one of the advantages for women in business?

Today, we can proudly say that there is no difference between the sexes when it comes to educational opportunities, that women are equally talented and hardworking as their male counterparts. But when we say that the sexes are equal, it does not mean that they are the same. Emotional intelligence competencies such as emotional self-awareness, empathy, conflict management, adaptability and

organisations to encourage creativity and promote innovative ideas that push organisations forward.

The number of women in healthcare, including the pharmaceutical industry, is growing. Is it more difficult for them today than before to achieve a balance between their private and professional life?

It is a fact that there are more women in healthcare, and that their opportunities for advancement in healthcare organisations and institutions are increasingly diverse, and that a large percentage report job satisfaction. Women are assuming important roles and positions in health organisations, hospitals and health education institutions. We can safely say that this is also the case in the pharmaceutical industry.

teamwork are possible on the female side. And while these characteristics are difficult to measure, they are highly valued and necessary for effective leadership in the workplace. Besides technical skills and knowledge, previous experience and the skills I mentioned will also result in a different approach to work. It is precisely this diversity that encourages creativity and innovation, and is the reason why it is being increasingly emphasised in leading

The pace of today’s life, staying longer at work, increased stress and burnout, carry their own risk regardless of gender. That’s why MSD makes additional efforts to listen to the needs of its employees and respond to them with new solutions that allow a greater degree of flexibility. More practices and solutions like this are what I believe we need in the future so that each of us can continue to pursue our ambitions and professional development while at the same time achieving a better balance between career and family life. The solution will not come quickly because changes take time, but I believe that we are on the right track at MSD.

Today, there is no difference between the sexes when it comes to educational opportunities. Women are just as talented and hardworking as their male counterparts

Women AchieveExcellent Results

TIJANA RISTIĆ, member of the Executive Board, Merkur Insurance

Seven of the 16 executive boards of insurance companies in Serbia have at least one woman. This is the case with Merkur Insurance, and in some companies women are in the majority. This shows that women have really managed to impose themselves in insurance too

Women have a slightly different approach to leadership, perhaps a little more lenient, more emotional, but one that in the end achieves the goals, just by a different route. Tijana Ristić talks with us about what that road looks like

Many of your colleagues claim that women in insurance are increasingly aware of their opportunities and that they consistently work on themselves and their leadership competencies. Do you agree?

I can completely agree with this view, but I think that it also applies to the wider social context, that this is a trend in most industries. Research shows that women tend to underestimate their qualities and abilities, and that the traditional division of roles still has an impact on women’s own perception of themselves and their potential. It is clear that this is changing, we can see more and more women in high managerial positions with excellent results, although still in a much lower percentage than men. d

You have been dealing with insurance for a full 15 years, practically since graduating from college. You were not deterred by the fact that you work a lot, travel often, find it difficult to balance family and work...? I can say that I really like insurance, it’s a job that intrigued me even during

my studies, and I chose the Finance, Banking and Insurance major at the Faculty of Economics. Very soon after graduating, I started working in insurance, in the controlling department, where I had the opportunity to get to know the wider picture of how insurance companies work. Certainly, this experience helped me when I took up a position on the Executive Board of Merkur Insurance.

My enthusiasm and commitment to work resulted in really hard work, often 12 hours a day, but I always had the desire and will to tackle the biggest challenges and successfully solve them. That always

my batteries and inspire me for a new working day.

Insurance is traditionally a man’s job. Why is that and will it stay that way? Is insurance ready for women leaders?

motivated me and pushed me forward. Only those who have experienced it can truly understand the satisfaction when you have a task in front of you that seems almost impossible, and in the end you and your team succeed in everything that was planned. I try to spend my free time with quality, with cycling, walking and watching good quality serials, which helps me recharge

The insurance business is not easy, there are many challenges, it is very dynamic. So it is perhaps a little more natural for men to cope better in such an environment, and this results in male dominance in leadership positions. In recent years, more and more women have fought for their place in management positions, primarily through their work, dedication and results, and I believe that in future this will be more and more pronounced. Women have a slightly different approach to leadership, perhaps a little more lenient, more emotional, but one that in the end achieves the goals, just by a different route. I think it is best to have a gender balance in the organisation, because in that way it is possible to make the most of the advantages and biological diversity of both sexes to maximise business results.

There are more and more women who have fought for their place in management positions, primarily through their work, dedication and results

Biochar Protects Our Planet

VESNA BAUR, owner of Basna

From the very beginning, Basna worked on sustainable development, which included a gender-responsive work environment, a socially responsible business, respect for the needs of the modern labour market and the creation of a replicable model in the fight against climate change

Our goal is to create and use new technologies that will relieve our planet. The most important thing for us is not to be at the top, but to participate in the fight against climate change - says the owner of Basna, known for biochar, one of the six technologies with negative emissions.

You have been building your brand and reputation for years, carefully, step by step. How difficult is it to preserve and maintain success? If we measure success only by turnover and profit, then we are not in the successful category. The goal was to turn from a small rural family business into an example of good practice in innovative business, which we have achieved. Regardless of the obstacles, we have never stopped believing that biochar is a sustainable solution and one of the key ingredients in the fight against climate change. When, in 2018, biochar was added to the list of the Intergovernmental Panel on Climate Change (IPCC) as one of the six technologies with negative emissions that should be promoted in the fight against climate change. We also received confirmation that through a decade of business we have directed our resources, knowledge and beliefs to achieving realistic goals. We have created economic, social and environmental value, as judged by both the scientific and research community

and groups and individuals who are potential users of the product.

Is expanding the offer of innovative solutions one of your priorities? We can say that we have opened the door to new investment in this sector. We have proven that the difference between biochars and other technologies in the fight against climate change comes from the incomparable cascading benefits of biochars. The greater the amount of biochar that is introduced into the soil, the more CO2 is removed and captured from the atmosphere. For this reason, we have created a range of products for use in other sectors, besides

We see political and legal progress in favor of gender equality, but also prejudice and gender stereotypes that do not let up. Traditions and customs are part of our identity, but most often they are not fair, nor are they in the interest of the sustainable future of society. This is shown by the negative impact of the uneven distribution of inheritance, which makes it more difficult for women to start their own business to be passed down through the generations. In this context, it is necessary for girls to be encouraged and empowered from an early age, that is, for the family not to differentiate between male and female children. I also believe that the introduction of entrepreneurship into formal education, starting from the lowest grades, would further motivate girls to freely express their potential.

agriculture and animal husbandry. We are recognised on foreign markets, today it is our priority to ensure our presence on the Serbian market as well.

Who can and who should be responsible for the fight for the empowerment of women and for a safer and fairer society?

As the president of the Association Nadežda Petrović, which brings together entrepreneurs and women in leadership positions in the City of Čačak, I can say that we share the same visions that are reflected in the creation of harmonious, stable, safe, sustainable and environmentally friendly urban development. Besides our family, personal and business obligations, we spare neither ourselves nor our time for the benefit of current and future female entrepreneurs. What we all have in common are self-initiative, boldness and fearlessness, the fact that we always want more from ourselves and that we persistently follow our own path.

The difference between biochars and other technologies in the fight against climate change comes from the incomparable cascading benefits of biochars

Photo: Đorđe Kojadinović

Our Greek Lady Is A Born Leader And Innovator

Ioanna Regen Klinika is a medical clinic that offers comprehensive procedures aligned with the world’s highest standards in medical practice, with an individual approach to each patient. Preventing disease while slowing the body’s biological aging process is the focus of therapies that ensure an improved quality of life and prevent serious illness

Dr Ioanna Batsialou Ph.D. is a doctor of science and a specialist in physical medicine and rehabilitation with a subspecialisation in aesthetic, anti-aging medicine, mesotherapy, as well as preventive and regenerative medicine. She is also a wife, mother, friend, founder and benefactor. Get acquainted with her here!

Dr Batsialou arrived in Serbia 30 years ago to study at the University of Belgrade - Faculty of Medicine, where she also earned her doctorate, and she stayed due to love and a mentality that’s familiar to that of the Greek people. She primarily stayed due to her love for her husband, whom she met here, for her daughter who was born here, for her colleagues with whom she studied and worked, and for clients with whom she’s built friendly relations. She says that she’s done everything in life with love for people and her profession, which she sees as being the most humane form of human action, and with love for God, who provided her with the talent, capacity and will to go through life without looking behind her.

One of Europe’s most respected doctors in nonsurgical aesthetic medicine, mesotherapy and anti-aging medicine, apart from her doctorate, she has also completed three master’s studies, earned more than 100 certificates and is constantly learning, while as of 2022 she’s also been the region’s first ambassador

for the highest quality materials that are Teoxane Swiss dermal fillers.

Dr Batsialou changed the very course of medicine in the region by being the first to introduce aesthetic medicine that was previously only applied in the West, while today – as a born leader and innovator – she is the first to present the huge benefits of preventive and regenerative medicine. With the aim of advancing, preserving and improving health and beauty, under the auspices of her Ioanna Regen Klinika, she has brought together a team of top experts from Serbia and abroad – including specialists in cardiology, endocrinology, dermatology, soft

surgery and plastic surgery, geneticists, dietitians and experts in cosmetology and physical medicine. Her clinic is the only institution in the region that provides a uniquely holistic approach, i.e., a comprehensive multidisciplinary approach in the field of regenerative, aesthetic and anti-aging nonsurgical medicine for the ideal state of health, as a prerequisite for achieving the perfect look.

Dr Batsialou is equally renowned as a benefactor. Several times a year, She organises humanitarian campaigns several times a year, together with the National Association of Parents of Children with Cancer, with whom she distributes gift packages for the holiday season. She donates to the Belgrade Safe Women’s House, the HRH Crown Princess Katherine Foundation, the Zvečanska Centre for the Protection of Infants, Children and Youth, the Novak Đoković Foundation, University Children’s Clinic Tiršova and the Church Soup Kitchen in Belgrade. As a great founding contributor, she initiated the “One brick – new temple” campaign to construction the Church of the Holy Trinity in Vračar, while she is currently collecting funds to pay for the painting of frescos in this church. She considers the importance and beauty of charity as something that should always be nurtured, regardless of the lack of time that’s characteristic of modern life. She supports the view that we grow whenever we give – and this applies to all areas of her life. She also strives to give love, dedication and knowhow to her family, colleagues and associates, patients and everyone else in need.

IOANNA BATSIALOU PH.D., medical director and owner of Ioanna Regen Klinika

She considers the importance and beauty of charity as something that should always be nurtured, regardless of the lack of time that’s characteristic of modern life

Equality Is Not A Dead Letter

When it comes to gender equality, the situation in banks is far above average. Judging by the statistical data, as many as 70 per cent of bank employees are women, and from 2022, for the first time, more than half of women were in management positions, including those who occupy top positions in leading banks in Serbia. Gender equality has also been helped by trade union organisations formed in individual commercial banks, the National Bank of Serbia and

in the banking services sector as a whole. Every four years they adopt an action plan that contains special measures for a balanced representation of the sexes in their bodies and to ensure the active participation of the less represented half in the composition and work of those bodies.

The Association of Banks has existed for 100 years and brings together virtually all the banks in Serbia. How important is it for the banking sector today, how important was it in previous decades? Serbia was among the first countries in Europe to organise their banking through

MARINA KOSTADINOVIĆ, Head of Marketing and Public Relations, Association of Serbian Banks

The fact that it brings together all of the banks in Serbia is a great compliment to the Association of Serbian Banks. This means that it is really needed and that it does important things for both banks and the entire financial system. In fact, it is true that without the Association of Serbian Banks there would be no improvement of the banking system, which is more than obvious

the work of the Association, and this is a source of pride not only for us bankers, but for the entire country. It was in 1921 and, although the world has changed to an incredible extent since then, the need for an organised performance of the banking system is still the same, and perhaps even greater. When you look at the important topics in which the Association of Banks is involved or how many people and the media turn to us with their questions, then this need is obvious.

The aim of the Association is to build the position and strengthen the reputation of the banking sector in the country and abroad. Since its establishment, and even today, it represents, protects and improves the activities of its members, and harmonises banking practice by

applying general rules and principles of professional work and good business practices. It is a great honour for me to be a part of such an institution, but at the same time a responsibility towards those who founded the Association in 1921 to work on the improvement of the banking sector, and towards those who later, over many years, contributed to the creation of what the Association today represents.

Recently, a seminar was held at ASB with the title Gender Equality - Review of Law and Practice. We know what the regulations provide for, but practice is not always in line with them. What does practice show? Can we talk about the specifics of gender equality in the banking sector?

The issue of equality between the sexes has been dealt with very seriously in the legal framework. Many acts, from the Law on Gender Equality to regulations, regulate the position of women in the working environment. However, we are all aware that the practice is not so idyllic. That is why it is the duty of all of us to work, first of all, on raising awareness, on changing the mentality, and of course on positive practice in our environment.

In banks, we can say that the situation is far above average. If we look at the statistics, we see that 70 per cent of employees in banks are women, and this year for the first time, more than half of women are in management positions, some even at the head of the leading banks in Serbia. Also, trade union organisations, formed in individual commercial banks, the National Bank of Serbia or in the banking services sector as a whole, are required to adopt an action plan every four years that contains special measures to encourage and improve gender equality and a balanced representation of the sexes in their bodies, and to ensure the active participation of the less represented gender in the composition and work of those bodies.

In the core team of the Association of Serbian Banks, which has 18 members, there are 10 women, which is quite atypical for our envi-

ronment. How did women become the majority?

At the Association of Serbian Banks we are really proud of equality, which is not just a matter of words, but has been fully put into practice. I will list only some of my colleagues: Sanja Tomić, Compliance and Foreign Operations Specialist; Slavica Drinić, Risk Management and Banking Supervision and Corporate Banking Specialist; Slađana Sredojević, PhD, International Cooperation and Education Specialist and Head of the Bank Training Centre; Sanja Jevtović, Tax System and Financial Reporting Specialist; Svatlana Negovan, Specialist for the Payment System; Kjara Cvetinović, IT and Standardisation Specialist and Head of IT Department and Slađana Komnenović, Head of Financial Reporting. Svetlana Negovan is a specialist in payment transactions, Kjara Cvetinović is a specialist in information technology and standardisation and head of the IT department, Slađana Komnenović is the head of the Financial Reporting Department.

Most of the responsible positions in the Association of Banks are held by women! And we don’t have the impression that it took additional effort to make it so. These women simply have high qualities for the work they do, and the leaders of the Association were wise enough to recognise that quality and to get great colleagues in these ladies.

According to data from September 2022, women own only 25 percent of companies in Serbia. Do you think that percentage could increase with favourable loans for starting or improving a business and greater support from the state?

The share of women in business ownership is absolutely unacceptable, but we have to be fair and say that things have started from zero. Part of the credit for this goes to the banks that follow women’s entrepreneurship and dedicate themselves to this topic in a special way through the workshops they organise for financial management, writing business plans, market research and online advertising.

As an association of banks, we contribute to equality by speaking very often on this topic, supporting women’s entrepreneurship and creating special benefits for their financing. And what is most important, we show by our example how gender equality can work in practice.

Many acts, from the Law on Gender Equality to regulations regulate the position of women in the working environment, but the practice is not so idyllic

Punctuality Is Our Trademark

Due to great potential in the express service sector, M&M’s daughter company M&M Express will start operating at the beginning of 2023. We talk with M&M CEO Dragana Simović. She is looking forward to tackling new challenges and reveals that their plan is to become one of the leading courier services in Serbia.

When you entered the business three years ago, it was not simple, nor easy. Is your success all the more appreciated?

It really wasn’t easy. The competition is extremely high, the market is over-saturated, but there is always room for the right players, and we certainly are. Thanks to our experience, knowledge, effort, dedi-

DRAGANA SIMOVIĆ, Sales & Marketing Manager, M&M Militzer & Münch Serbia

In less than three years, M&M has established cooperation with leading European companies and become an exclusive provider of logistics services on the Serbian market. They are successfully building the image of a respectable, successful, stable and, above all, reliable company, which will progress more and more in all market segments.

cation and a developed logistics network, we have positioned ourselves as leaders on the Serbian market in the field of transport and logistics. Our clients have recognised this and see in us not only professionals, but also a partner they can rely on. Today, when everything happens so fast, we especially emphasise expediency and accuracy as our trademark.

You started your career at the Ministry of Foreign Affairs and worked at our embassy in Germany. Did you learn a lot in those jobs?

After completing my studies in international relations and diplomacy, I took up a job at the Serbian Ministry of Foreign Affairs. As I lived abroad for my education since the age of 15, diplomacy was a logical path. I learned this job by working with serious professionals, both at the Ministry and the Embassy in Berlin, and with

the diplomatic corps around the world. I must admit that even today I use that knowledge in this job. Although I am no longer a diplomat by profession, I enjoy representing Serbia in a different, but equally beautiful, if not more beautiful, way.

How did you find yourself in the logistics and transport sector? Are things slowly changing in favour of women who are considered better organisers, and are also far more systematic than men?

In the past, logistics and transport were mostly handled by men, but things are changing in all areas, including in ours. I believe that there is no division into female and male professions and jobs, but the decisive factors are knowledge and personal preferences. Organisational skills and a systematic approach are my strong points and are certainly among the reasons for my business success. In addition, I claim that hard work, commitment, dedication, a positive working environment and a

good working atmosphere are the greatest guarantors of business success, whether you are a woman or a man.

All successful companies point out that their strength rests on the dedication of their staff, team spirit and good leaders. What kind of relationship do you have with your colleagues? How do they view women leaders?

Good interpersonal relations and a healthy business environment are conditions for a company to be successful. Only in such an environment can you expect efficiency and dedication from your staff. That is why we pay special attention to mutual respect, collegiality and professionalism at M&M. When it comes to work, I believe that my colleagues do not think about whether I am a woman, but how I do my job.

In my work so far, I have never felt a single bit of discrimination from my male colleagues. Moreover, I think they have always treated me in a gentlemanly manner, which I am particularly proud of, since mutual respect by all staff in terms of gender equality is something we work hard on and insist on.

I try to ensure that my relationship as a leader towards my staff is always as fair and as correct as possible, so in return I receive the same treatment from those I manage. Mutual respect, trust and good communication between managers and staff is one of the keys to business success. Satisfied employees are those who feel the respect of colleagues and managers, who are comfortable in the working environment. They are very productive, which benefits everyone. It is easy to manage a satisfied employee.

You work with a large number of men… Do you think they could successfully “juggle” in multiple fields and multiple fronts, as women do every day?

Equality between the sexes is a very important civilisational asset that must be adopted in all social relations, and especially in business. The attitude towards male colleagues is always professional, fair and correct. I don’t generalise things and I don’t discriminate against anyone

on any basis, so I believe that there are many men who are great at multitasking just as well as women. For some, certain work tasks are more natural more than others, but this has nothing to do with gender. Staff are assigned to positions that suit them best on the basis of monitoring and the quality of the work they perform. This is where they will achieve the best results for themselves and for the company.

When a company grows as fast as yours, it requires dedication and a lot more work. Has it affected your private life?

Balance is something I strive for. I am ambitious, I love my job and I am very dedicated to it, but despite all that, my family comes first. I believe that only those who have a healthy, functional and harmonious private life can be successful and accomplished in business. One does not work without the other. My family is my greatest support. It gives me strength and the energy for all private and business challenges.

My father, who is also the originator of the idea of starting this business, is my

Will 2023 be the year in which M&M becomes one of the top three logistics companies in Serbia?

Over the coming year we are well on the way to materialise our efforts and work, and to be among the top three logistics companies in Serbia. We will continue to invest in further development, such as expanding warehouse capacity from 36,000 to 50,000 square metres, setting up new HUBs in Serbia and the region, and expanding our groupage routes.

greatest supporter, but also my greatest critic. I learned everything I know about life and work from my parents. They are always there for me, to give me the strength to always move forward and I think that’s the greatest happiness and wealth a young person can have.

The well-known platitude “Everything is possible with good organisation” really makes sense. I have organised myself so that no area of my life suffers.

Last year, we opened an express service department at M&M. However, due to the great potential in that area, our new company M&M Express of which I am the CEO, also a daughter company of M&M, will start operating at the beginning of 2023. In this regard, I am very much looking forward to the coming year, because I have a huge challenge ahead of me, to become one of the leading courier services in Serbia.

M&M Express is preparing a team of experienced professionals in courier services, as well as the entire infrastructure, to satisfy customers in the postal services market with excellent service and innovative solutions.

Hard work, commitment, dedication, a positive working environment and a good working atmosphere are the greatest guarantors of business success, whether you are a woman or a man

Championing Renewables

MAJA TURKOVIĆ, Senior Vice President for Business Development at CWP Europe

CWP is a leading renewable energy development company operating in Southeast Europe and Australia. Over the past 15 years, CWP has been investing in sustainable development and energy transition and is currently developing more than 4 GW of renewable energy capacity in Serbia, Bulgaria, Romania, Montenegro, Albania and Ukraine

The CWP team in Belgrade is growing constantly and today consists of 40 highly educated and motivated employees who work diligently to implement projects, led by Senior Vice President for Business Development at CWP Europe Maja Turković.

CWP has achieved a lot in a relatively short period. Do you think that your swift progress is linked to the fact that you’re not only chasing profit, but rather also taking care of what is good for the future of the planet and Serbia?

Our mission is to lead the energy transition of SEE with the development of utility-scale, subsidy-free renewables, and our experience positions us perfectly to do so. This requires taking great care to ensure that this transition is implemented in a sustainable manner and that projects contribute in a positive way to the communities in which they are built and to broader environmental protection, in addition to the carbon reduction and abatement that they will generate. Since its founding, care for nature and everyone we work with has been the lens through

which all of CWP’s decisions have been made. We believe that companies should be responsible, active, value-adding members of their communities and we strive not just to reduce our environmental and social footprint, but also to have a broader transformative impact on the regions in which we operate. Such an approach inevitably brings success in all fields.

Some existing jobs and business models develop faster and better with female sensibility. Is the development of renewable energy sources among them?

I believe that the participation of women in renewables is essential for a green future, and we need to empower them to confront challenges and stereotypes. It is obvious that women generally have a stronger awareness of environmental protection and stronger motivation to engage in pro-environmental activities, which also reflects on the development of renewable energy sources. I can proudly say that CWP in Serbia employs more women than men, and I am glad that we are able to set an example for other companies.

Serbia is supposed to build one gigawatt of solar power generation capacity over the next ten years. Can we do that; how realistic is that target?

A solar boom is already underway in Serbia, so the country should be able to achieve that goal in the next five years. As for our company is concerned, we are currently developing two large solar projects in Serbia with a total capacity of 200 MW, both of which have reached advanced stages of development. We have recently also announced that we have started developing new projects, one of which is an 80 MW solar power plant and the country’s first hybrid power plant in eastern Serbia, consisting of a 50 MW solar park, a 100 MW wind farm and a 20 MWh energy storage system.

We have the potential and the capacities, but do we also have the personnel to develop green projects? How do you motivate young people to study and train for these jobs?

The business sector has an important role to play in this. Youth empowerment is an equally important area in which CWP innovates and seeks opportunities to add value. We support talented youngsters through partnerships with trusted NGOs and our own programmes. Some of our employees have created and taken part in a Mentorship Programme aimed at supporting the personal and professional development of Serbian students. This programme has received an overwhelming response from participants who gave us feedback that they feel empowered to take charge of their personal and professional development and give back to their communities on a much larger scale.

Effort Will Always Be Rewarded

NATAŠA MARKOVIĆ, General Manager at Galeb Group

At Galeb we have always taken great care of women. Personnel relations at this company are based on traditional values, and not on those tending to undo everything that has been built over generations, in both a social and business sense

opportunities. That is how it used to be, and how it remains today. Effort and work on the job have always been valued.

Despite being the daughter of the company’s owner, our interlocutor had to – as she herself says – take the road less travelled. Her career has seen her pass through almost all sectors and positions, because there was no presumption that the position of the General Manager would belong to her before she merited it.

Galeb has 40 per cent women employees in production, service and administration, and more than 60 per cent in management. Women are at the helm of key departments?

This ratio is unusual for many, but it is completely ordinary for us, because with us positions are acquired through merit, commitment and results. As it is in the family, so it is in business. The wife is the neck of the family, and the husband is the head, just as father and mother form the pillars of parenthood. Galeb is a company that was created by my mum and dad, and there everyone – from high school graduates and old employees, to family members; regardless of gender, religion and national identity – has received equal

You started working at Galeb immediately after completing your studies, and during your career you have passed through almost all sectors and positions, because it was not assumed that the position of the General Manager belonged to you right away?

“The Road Less Travelled When You’re the Child of a Company Owner” is a title to accompany this question. I started with receiving mails and answering the phone in the office management, which was followed by accounting, payroll service, sales, procurement and finally production. When the biggest crises hit, I took responsibility as the responsible person at several Galeb subsidiaries... Courts, lawyers, account freezes, loans, litigation, confrontations... I was not the only one on the front line, but all that experience led to it being easier for me to handle the position of the General Manager.

You are a wonderful example of a successful woman who didn’t abandon her family, friends, or herself for that matter. How do you find time for everything?

At home I am a wife, a mother and a housewife, and in my free time I try to rest and spend time with my children. I consult with my husband about work, but

after that I try not to mention work outside the factory. When you separate your work and private life, many perspectives emerge. That is sometimes difficult and it is not always even necessary to separate them, but it is certainly very useful when you arrange your day and responsibilities in a quality way. Where there is desire, time can always be found.

You were educated abroad and do a lot of business with foreigners. Could you evaluate the difference towards women leaders and women in business here in Serbia and beyond our borders?

I could not make that distinction, because a leader is a leader, regardless of whether they are male or female. Here with us, across the entire former Yugoslavia, people are warmer and more cordial in their work, unlike abroad, so if I could choose, I would always choose a job in Serbia.

Your advice for young, educated women just launching their careers: Educate yourself. Any education, even the most regular course in anything, is more valuable than a weekend on the town. If you do a job, try to do it well, because every effort will be recognised and rewarded. Do not seek happiness abroad primarily, because only a few find it. Love and be loved, walk straight and in heels, because then there are no limits for you. And – of course – listen to your elders because of their inmense experience.

Good People Make The Best Teams

ALEKSANDRA JOVIĆ, General Manager, Galeb Electronics d.o.o. (Ltd.)

A position at Galeb is not acquired, it is earned. That is especially so for managerial positions. There is no protection there, because the company values education, effort, work, experience, commitment and attitude towards the job, and nor is there a gender division either, because of the belief that success has no gender

Aleksandra, the “younger Galeb sister”, reveals that, for her, good organisation is key to survival in these fast-moving times. In her job, she has wonderful colleagues on whom she can rely, and on the personal front, she enjoys the support of her husband, with whom she shares responsibilities over their children and their activities.

Your sister always knew what she was going to do. And you? Did you see your place as being at Galeb from an early age?

Our father slowly directed us towards the company and seeing ourselves in it. I had my own journey, studies abroad, life in some other locations. I gained independence and ended up building my place at Galeb. I started with administrative tasks and reached a managerial position.

You support the theory that success is not a gender category, but rather a personality category, and that there are no boundaries for a woman provided she is sufficiently dedicated, focused and organised?

I think these two “gender categories” are emphasised too much. We were raised as girls, future mothers, wives and working people. I trained karate, and that is where I learnt that focus was very important, both on the tatami mat and in life. When you are focused, there are no boundaries, but there are rules, and that helps you avoid straying from the

right track. That goes for both, sports and life.

Even though you have a res ponsible job, three children and a need to help your husband with his clinic, you do not suffer from a lack of time. Where do you find the hours that seem to be lacking for every other working woman?

I have a simple recipe... I accumulate the hours I am missing, then take a Friday or Monday off, sometimes a day or two more, and travel somewhere with my family. When it comes to everyday life, good organisation is key to surviving in these fast-moving times. I have great work colleagues that I can rely on and, on the personal front, the support of my husband, with whom I organise myself around the children and their activities. It is important for your glass to always be half full, and not half empty, and you will succeed in everything.

Do you think men show respect for women in business; that they have the same attitude towards them as they have towards their male colleagues?

I have honestly never thought about it in that way. I think that, in our country, men respect women much more than they do abroad, both in business and generally.

I have never faced negative experiences, undermining and belittling... Maybe that is because of the black belt.

Your advice for young, educated women just launching their careers: Always be aware of the priorities you have previously set, but likewise also be ready to adapt to change. Participate in sports, bear children, do not be burdened by prejudice, always strive to become the best version of yourself. You should not rush some things that have their own natural flows, but that does not mean you should leave things entirely to chance. Give your all in everything you do, never give up on your goal.

Choose good people in order to make even better teams. Commit yourself to work with the same desire that led to your first childhood successes. Research, learn, be curious, start with the little things because in that way will gain stability that will enable your further improvement. And in doing this never forget your family. Much of what I have said about work is also applicable to the family.

The Women Loved

By Dejan Medaković

By Radmila Stanković

In his testamentary, five-volume book Ephemeris, famous Serbian historian of medieval art, academic and president of the Serbian Academy of Sciences and Arts, Dejan Medaković (1922-2008), wrote about his ancestors for the first time, extensively and with plenty of evidence and emotion. That was how the public found out about the importance of the Medaković family tree, which over the past two centuries has gifted the Serbian nation many notable contributors to various fields of social action.

Dejan’s great-grandfather Danilo, the secretary of Prince Mihailo Obrenović, contributed to Serbian culture with the printing of the collected works of Dositej Obradović. Danilo’s brother Milorad was the secretary of Montenegrin prince Danilo, and he would significantly shape the character and works of Petar II Petrović Njegoš, as this famous Serbian romantic poet requested that he proofread The Mountain Wreath, his seminal work of epic poetry. Dejan’s grandfather Bogdan was president of the Croatian Parliament and an exile from the house where he was born at 15 Zrinjevac Square in Zagreb, from which he fled on the eve of the fascist Ustasha pogrom of 1941.

Little was known about the Medaković women, whether born or married into this family of Ličans originally from Medak, until Dejan described them in the books

of his Ephemeris cycle.

The author of this article had the pleasure and privilege of socialising with this ingenious intellectual for years. On one such occasion, when I was writing about important women of Serbian history, I asked him to tell me about the women who’d had the greatest influence on him, who’d meant the most to him, left a mark on him and made him feel proud... And here I present his testimony that was given back in 1999.

KATARINA MEDAKOVIĆ NÉE MIHAJLOVIĆ

Grandma Katica was my father’s mother, who was married to my grandfather Bogdan Medaković. She played an exceptional role at one point in our family drama. I simply adored her. As strange and unrestrained as she was, she also loved me. The love between her and my grandfather was particularly beautiful. She quite simply adored him. And he her, in his own way. And they were complete

opposites. Granddad was very serious, while she was cheerful, whimsical and loved to travel and to buy and gift jewellery. She was stunningly beautiful. I only once saw her let her hair down and that was a magnificent sight. She was an endless source of information for me, not only related to the family, but also to the times in which she lived. Her father was Dr Rista Mihajlović, a public notary, student of Vienna, and the first translator of Heinrich Heine’s poetry into Serbian. He was the son of Justin Mihajlović, a personal friend of Vuk Karadžić, who visited that prominent Vukovar house on two occasions.

Katica’s own grandmother was the sister of composer Kornelije Stanković. She was called Katarina and it was after her that my grandmother was named. Also hailing from the house of Mihajlović was Ruža, whose married surname was Radičević, and she was the mother of poet Branko Radičević.

It’s difficult to fully encapsulate the image of such a strong and forceful woman, a woman who grew up in a house with a piano and books, and who herself had a gift for literature. I remember that the most beautiful experiences of my childhood were linked to her. When she was in a good mood – and she was often very capricious – she would extract a large leather bag containing bundles of letters –from Zmaj Jovina, Laza Kostić etc. At one point, Kostić had been a frequent guest of our house and he took care of my father’s upbringing when he came to Zagreb to work on the translation of the Pandects. Even now I can hear the melodic tone of her voice as she read those letters, selecting them at random as if extracting them from some magical box.

After granddad’s death, my grandma would go at least twice a week to Zagreb’s Mirogoj Cemetery, and I would often accompany her. After visiting granddad’s grave, we would move on, through the cloisters, and she would recount the chronicle of the cemetery to me, as she knew almost everyone who was buried there. Her comments were brilliant, unconventional, ironic, and she didn’t feel obliged to only speak well of the dead. That impressed me.

As someone as generous as she was, following granddad’s death she simply began squandering her wealth and started

seriously cutting into the family’s property significantly.

OLGA RAJIĆ

My maternal grandmother, was the unadulterated antithesis of grandma Katica. She didn’t have her cheerfulness, perhaps because she was left a widow at the age of 36. She had a wonderful marriage with my grandfather, who I didn’t know personally and who was also a student of Vienna, a doctor in the Hungarian town of Mohács. There was something in her that

was cheerless, melancholic, closed; she was all wrapped up in the emotion that she spent on her children. She had five of them and they all adored her. She was a pianist with an undeniable gift for music, who had already been taking steps towards professional performance before that was interrupted by family obligations. And for us, the family, she would stage concerts in the house with a large repertoire. She adored Chopin, Beethoven, Brahms etc. And the whole family, including my Olga, were great fans of Wagner. At that time, in one closed circle in Zagreb, Wagner was “a la mode”, so to speak. My uncle, doctor

Olga Rajić

Rajić, brought the first large records of Wagner’s operas from Germany. I had the privilege of winding up the gramophone, and sometimes also falling asleep listening to it, particularly the seemingly never-ending Parsifal. I recall that salon in the Rajić house, which was filled with refined Zagreb gentlemen.

ISIDORA SEKULIĆ

I met her during the time of the occupation of Belgrade, in 1943. I was an assistant, a volunteer at the Knez Pavle Museum (today’s National Museum), and my boss was Kašanin [art historian and curator Milan Kašanin]. I plucked up the courage to visit her one Thursday, because that was the day that she received visitors. I had done an advanced advantage, if I may put it like that, because the Rajić family was well-acquainted with Mrs Sekulić. Namely, as a young girl, Isidora was in the wedding party of the sister of my grandma Olga. I told her that, in an attempt to remind her of my Rajićs, but to my great surprise, she

didn’t accept that story. That detail didn’t really overly impress her and she waved it away as though I’d said nothing.

She started heckling me and that made me a little nervous. She asked me who I am, what I am, what studies I’d completed, where I work. When she heard that I was working at the Museum, under Kašanin, she expressed her sympathy for him. She loved him much more than Veljko Petrović, who she considered as being very gifted but vain. “He is a black swan,” she said of Veljko. I was then obsessed with art in general, devouring books, and I’ve never again worked as much as I did back then. At the end of that conversation of ours, she walked with me all the way to the garden fence, which surprised me, and said very dryly “Come again”. That was a sign that I had made at least some sort of an impression on her and after that I came to visit her on Thursdays, which meant a lot to me.

Isidora was a strange combination of phenomenal scholarship, exceptional knowledge, but also behavior that it was

tough for me to understand. For instance, she adored Chekhov, like me, was capable of carrying me away in that conversation about literature, and I would experience some sense of ascension because I was listening to such an ingenious and intelligent woman, and then she would all of a sudden, like some tonal change in a piece of music, switch from minor to major and incredibly harshly drop that tone. And, strictly speaking, she would start gossiping, recounting some mundane stories, which genuinely surprised me. I wondered what kind of nightmare was inside that woman.

She was exceptionally gifted in hiding her emotions. She only once mentioned to me her marriage to Emil Stremicki, without any reason, because I wouldn’t have had the courage to ask. She told me, as I recall to this day: “I married out of pity. I knew that he would die after a few months”. I later discovered some ironic and ugly stories about that fictitious marriage, that she invented it and never had it, that it was all her ruse... I was sorry when I heard that,

Isidora Sekulić

Vera Medaković Nee Veljkov

because our world simply loves dragging people through the mud.

Isidora and I parted ways. Considering that time in hindsight, I know that I was mistaken. If nothing else, I didn’t carry myself intelligently at one point and I wronged her. And I did so out of excessive love. And she was simply too vain to accept my harmless candour, which at that time had perhaps come from those lounge parties at 9a Simina Street. It was several years later that we bumped into one another, right in front of the doors of the Serbian Academy of Sciences and Arts. She started opening that heavy door, which still isn’t easy to open, and I opened it for her with the greeting: “Good day, madam”. Back then, Isidora already had difficulty seeing, as she suffered from cataracts, but she recognised me by my voice. She asked me how I was doing, which I answered before asking her: “Are your Thursdays still open?” She answered me: “It is for you”. I recounted the conversation to Žika Stojković and he nagged me to return to Senjak. And so, the following

Thursday we went to see her, but it was never again the same as it had been before.

VERA MEDAKOVIĆ NEE VELJKOV

I met my future wife at a refugee camp in Belgrade during the German occupation. She was in a state of deep bleaness at the time, because she’d lost the father that she adored. He, as a doctor and reserve medical major, was the commander of the medical train. The Germans hit that train despite it being marked, and he was seriously wounded and died in agony a day later. That was 6th April, 1941, practically the first day of the war. We also saw each other at her place, at those houses of occupation concerts, as we’d dubbed them. Her parents’ house was at 15 Krunska Street, where her father’s clinic had also been located. When the Allied bombing began during Easter 1944, Vera went to Banat with her mother and sister, to the village of Bavanište, where she’d been born. I visited her there once, under extremely dramatic circumstances. An entire novel could be written about that.

There was already love between us, and I only went to see her for one day. And I did so by bicycle. There and back, to the Danube ferry, riding more than 60 kilometres.

We were wed in 1947 and Vera, who was already a pianist, left soon afterwards bound for Paris, for extended specialist studies with Levi, who was a great figure of French pedagogy. She was also in the class of virtuoso Marguerite Long. After being absent for three years, she returned to Belgrade with a diploma, filled with enthusiasm, filled with the wide world. And, as is typical for our situation, these lands didn’t welcome her back in a friendly manner. Her professor, Hajek, was a representative of another school and a split emerged between them. There began trickery, cheating, hiding offers she received, outright conspiracies... I wasn’t in a position to protect her, to help her. Vera was very hurt by everything happening around her, and she surrendered herself to teaching. She ended her career as a full professor at the Academy of Music, always held back from that for which she’d prepared.

ANASTASIJA MEDAKOVIĆ

My 21-year-old granddaughter, opted to study dentistry, to the general surprise of all of us. She is today a third-year student and is extremely satisfied with her choice. She is very subtle, gentle, with all the grace of a girl who practised ballet for many years and completed secondary ballet school. It’s enough for her to hug me a little and I immediately capitulate. I love her unusual beauty, elegance, refined manner. She is a girl with style in these times when impersonality is forced, when individuality is being cancelled and dragged into the crowd. If she inherited something from her ancestors, it might be that special beauty that characterised my grandma Katica.

P.S.

Vera Veljkov Medaković was born in 1923 and died in 2011. Granddaughter Anastasija was named after Dejan Medaković’s mother, who had abandoned Dejan’s father with their five children, which he testifies to painfully in Ephemeris. Anastasija is the daughter of conductor Pavle Medaković, the only child of Dejan and Vera. She has since completed her dental studies and today has a son.

Anastasija Medaković

The Goal Is Zero Tolerance For Violence

The Orange the World campaign - 16 days of activism against gender-based violence starts every year on 25 November and runs until 10 December, when International Human Rights Day is celebrated, although this is a topic that should be talked about all year round, not just for two weeks. On this occasion, the exhibition Safe Everywhere was opened in Belgrade at Kalemegdan Park, and for 16 days could be visited by everyone who took a walk in the park. The goal of the exhibition was to draw attention to possible ways of improving women’s safety in public places.

- One in three women around the world has experienced physical or sexual violence in their lifetime, and we repeat this astoni-

shing number so often that it has become generally recognized, but abstract. We forget the human tragedies behind it. We forget to talk about our mothers, sisters and daughters, about women like me or you. We forget that the fight for women’s rights is a fight for everyone’s rights - said the Deputy Head of the Delegation of the European Union in Serbia, Plamena Halačeva.

CYBER VIOLENCE IS ALSO ON THE RISE

She said that in March of this year, the European Commission proposed a new Directive on combating violence against women and domestic violence.

“For the first time, binding EU rules will be established to comprehensively address

violence, including online violence. This is even more important in light of the current increase in gender-based cyber violence”, said Halačeva.

Director of the United Nations Office for Gender Equality (UN Women) Milana Rikanović said that the focus of this year’s Orange the World campaign is the safety of women in public places.

“Do you know that every fourth woman in Zemun carries pepper spray, just in case, and every sixth woman in Pančevo does not go out alone at night? As many as 71 percent of women experienced some form of violence in a public place, from whistling, unwanted touching, to the fact that nine percent of women experienced rape or attempted rape,” said Rikanović,

One in three women worldwide has experienced physical or sexual violence in her lifetime, every fourth woman in Zemun carries pepper spray, just in case, every sixth woman in Pančevo does not go out alone at night, nine percent of women have experienced rape or attempted rape

stating that the exhibition originated in a discussion about the experiences of women in five cities throughout Serbia.

A WOMAN SHOULD NOT SUFFER IN SILENCE

Minister for Family Care and Demography Prof. Dr Darija Kisić said that throughout history women have been exposed to various types of violence that were not spoken about, and that is why it is important to stop this practice now.

“The goal of the Government of the Republic of Serbia was and will be zero tolerance towards any form of violence, and the Ministry of Family Care and Demography and the Coordinating Body for Gender Equality will always be partners in achieving this goal. On this day, we have to send a message that every woman must resist violence, that she must not be silent, that she knows that she has someone to turn to”, said Minister Kisić.

Assistant Minister for Labour, Employment, Veterans and Social Affairs Biljana Zekavica said that all relevant

actors should cooperate closely to eradicate violence against women and improve the regulatory framework.

The chargé d’affaires of the United Kingdom in Serbia, Dominic Otway, said that their diplomatic mission has been actively involved in raising awareness about the problem of gender-based violence for the past year.

“Unfortunately, this problem is a global phenomenon and we have had some dreadful cases in Great Britain. That’s why we have focused on how to make the streets safer and how to improve security in the online world. We have provided funds to improve safety in public transport, to improve public lighting”, said Otway.

THE EU PROVIDES STRONG SUPPORT TO SERBIA

collaborated with successful actors from Serbia in the spheres of fashion, art, sports, literature, and cinematography.

“Gender-based discrimination, sexual harassment and gender-based violence are human rights issues. The way we solve these problems reveals whether we live in a fair and just society. Our main goal is the full implementation of the principle of gender equality. Through the accession process, the EU will provide strong support to Serbia to achieve these goals”, said a statement by the EU Delegation.

The colour orange also united the basketball players of Crvena zvezda and Partizan, who recorded a joint video message: “Violence against women - it must stop. It is our duty to protect all women - mothers, sisters, wives, friends... Report violence immediately - no excuses! Let’s help those who suffer violence. A bully is a coward – be brave. Protect the victims”, said the members of the two Belgrade first teams.

They were joined by national team coach Svetislav Pešić and Partizan coach Željko Obradović.

Women Are The Law

The action launched by Minister of Economy Rade Basta on social networks under the title Women Are the Law received the support of more than 600,000 women. Support for the project comes from all over Serbia, but it has also spread throughout the region, so it was supported by candidate for president of the Republic of Srpska Jelena Trivić, as well as numerous public figures including Dragana Mirković and the Association of Mothers with Three Children, which has 11,000 members.

At a meeting with the representatives of the Mothers with Three Children association, the minister emphasized that he is in favour of improving working conditions for women, especially mothers, and that he will work to improve the business climate for all entrepreneurs through the Women Are the Law campaign. He also emphasized that his long-term goal is for women to be empowered in

This year, the EU Delegation in Serbia has joined the global campaign promoting empowered women through cooperation with the wider community against physical, verbal and socio-economic violence. During the global campaign, they have entrepreneurship through this action. The representatives of the association said that they have re-launched an action that will aim to ensure that parents with three or more children receive a job, to ensure a better life for their children.

Minister Basta and his campaign Women Are the Law were supported by director of the entrepreneurship department at the Serbian Chamber of Commerce

Branislava Simanić, to whom he explained his intention to improve the position of women entrepreneurs. They are, the minister pointed out, an important part of private business and without their sufficient appreciation we cannot move forward.

At the meeting, it was agreed to sign a Memorandum of Cooperation between the Ministry of Economy and the Serbian Chamber of Commerce to support female

entrepreneurship. In cooperation with the International Women’s Club, work will also be done on the formation of a network of female entrepreneurs in the country, the region and then the world.

“The coming year 2023 will be the year of women. Women will be helped to start their own business, because they are indomitable beings. They can do everything, but they lack support and self-confidence. We need to restore their self-confidence, to believe in themselves, to not be afraid of challenges and to be aware that the state will stand behind them. They are the pillar of every family”, said Basta.

Rade Basta, Minister of Economy

The Number Of Femicide Victims Is Not Decreasing

In 2022, 23 women died in domestic violence. The killers are their former or current partners, sons or other family members. Of those 23 women, six had previously reported violence to the institutions. For those six cases it can be said that there is a responsibility of the institutions that did not recognize the danger the women were in and did not help them

The Orange the World campaign - 16 days of activism against gender-based violence starts every year on 25 November and runs until 10 December, when International Human Rights Day is celebrated, although this is a topic that should be talked about all year round, not just for two weeks. On this occasion, the exhibition Safe Everywhere was opened in Belgrade at Kalemegdan Park, and for 16 days could be visited by everyone who took a walk in the park. The goal of the exhibition was to draw attention to possible ways of improving women’s safety in public places.

- One in three women around the world has experienced physical or sexual violence in their lifetime, and we repeat this astonishing number so often that it has become generally recognized, but abstract. We

Ph oto : Milena Đorđević

forget the human tragedies behind it. We forget to talk about our mothers, sisters and daughters, about women like me or you. We forget that the fight for women’s rights is a fight for everyone’s rights - said the Deputy Head of the Delegation of the European Union in Serbia, Plamena Halačeva.

CYBER VIOLENCE IS ALSO ON THE RISE

She said that in March of this year, the European Commission proposed a new

Directive on combating violence against women and domestic violence.

“For the first time, binding EU rules will be established to comprehensively address violence, including online violence. This is even more important in light of the current increase in gender-based cyber violence”, said Halačeva.

Director of the United Nations Office for Gender Equality (UN Women) Milana Rikanović said that the focus of this year’s

Orange the World campaign is the safety of women in public places.

“Do you know that every fourth woman in Zemun carries pepper spray, just in case, and every sixth woman in Pančevo does not go out alone at night? As many as 71 percent of women experienced some form of violence in a public place, from whistling, unwanted touching, to the fact that nine percent of women experienced rape or attempted rape,” said Rikanović,

THE ORANGE THE WORLD CAMPAIGN ENDED WITH A PANEL DISCUSSION

All The Roles Of One Woman “She Is Awakening.” Finally!

The panel discussion “She is awakening”, named after the documentary TV series of the same name by author Mija Bjelogrlić, and screenwriter and director Staša Bajac, marked the end of this year’s global campaign Orange the World - 16 days of activism. The series dealt with the issue of gender inequality,

the position and emancipation of women in Serbia, observing them through everyday and typical roles, so the panelists tried to answer the questions of what a woman is like in a leadership position, in the kitchen, as a mother and a socially engaged person, and how those roles have changed in the last five decades.

The panel was moderated by Mija Bjelogrlić, and among the participants were playwright Biljana Srbljanović, visual artist Marina Marković and director Staša Bajac.

The panel “She is awakening - against economic, verbal and physical violence against women” also marked International Human Rights Day.

Empowerment Is The Creation Of Self

EUN HAI KIM, President of the International Women’s Club, Belgrade

Women’s empowerment can be interpreted in many ways, such as through economic independence, political participation, overcoming gender stereotypes and roles, but the most important form of empowerment is the creation of self

As a registered non-profit voluntary organisation, the International Women’s Club actively engages in empowering women both within and beyond the club. By giving women leadership roles, they are empowered to make social contributions to Serbian Society.

Our members come from 40 different countries, from the diplomatic community, expatriates and Serbian ladies who have lived abroad and returned to Serbia. IWC is a space that empowers women from the very start of their membership and continues to propel them forward as members of the club.

When our members first arrive in Belgrade, it is common for them to experience the difficulty of adapting and assimilating to a new environment. IWC serves as an opportunity for them to be part of a nurturing environment that gives members the grace to conquer this challenge. Even though we come from all over the place, we are still able to connect through vulnerability and

respect, to eventually feel comfortable in the new environment.

IWC hosts monthly coffee mornings that encourage new members to introduce themselves and find out about the club’s various activities. We are able to introduce them to the support group that IWC is renowned for and empower our members through social connections.

To help Serbia feel like home, IWC promotes a better understanding of Serbia and the relationships between the members’ international backgrounds and our host country of Serbia.

As IWC members, we have access to many comprehensive programmes, classes, community services and cultural activities that build up our intellectual development and social connections. We offer a diverse range of activities

to accommodate the diversity of our members. These activities range from museum and gallery visits, participating in our book club, and even exercising as part of our walking and pilates group. The diversity of activities is intentional, as we want to offer our members the opportunity to learn new skills, strengthen old ones, or help other members try new activities.

IWC is continuously working within our community to empower women in the broader Serbian community. For the first time this year, IWC hosted a Breast Cancer Awareness Campaign at the White Palace, with the support of HRH Princess Katherine and Dr Jasmina from BelMedic. October is International Breast Cancer Awareness month, so IWC joined the worldwide effort to empower women

to prioritise their health. We discussed the importance of early detection, as well as the symptoms of breast cancer, to encourage women to get mammograms on a regular basis. We were so privileged to have Serbian Health Minister Dr Danica Grujičić as our guest of honour and to wear pink as a physical symbol of breast cancer awareness. We understand that women have busy lives as mothers, daughters, teachers etc., and how easy it is to prioritise themselves the least, but we want to empower women to know that it is important to be proactive from the beginning, and that women should be putting themselves first.

IWC also celebrated the diversity of our members through the IWC Cultural Fashion Day, this year hosted by the Ethnology Fest and the Give Back

Credit Project. Members donned their countries’ traditional apparel and it was an amazing opportunity to see the wide variety of countries represented. It also felt like a unifying moment to have all these countries support cultural heritage all over the world.

Our main fundraising event is the IWC Annual Charity Bazaar. After a hiatus lasting two years, in October we were able to host the Bazaar again, this time in the Crystal Ballroom at the Hyatt Regency

Hotel. Many embassies supported the multicultural IWC Charity Bazaar. There were 24 beautifully decorated embassy booths displaying and selling packaged food, gifts, artistic and craft items and other products unique to their cultures.

Part of the Bazaar was the Cultural Programme featuring music that included children’s choirs and traditional dances from the participating embassies. Our generous private supporters, embassies and international representative

offices donated more than 210 valuable raffle prizes. We tried not only to organise a fundraising bazaar event, but also to offer Belgrade residents and visitors a day to enjoy international entertainment, and to learn about all these countries through their authentic products. The funds raised at this charity bazaar will go to support Serbian communities that have been hit by the COVID-19 pandemic. IWC’s experienced charity coordinators are currently working to select the projects to receive IWC Charity funds.

Currently, IWC has created SWAG (Social Work Activity Group) to focus on volunteer work to support local charity organisations. The first project is Pack a Christmas Parcel for Children in need. Members are using the beautiful motto of “something to wash, something to eat, something to feel and to play with, something to be warm and to learn” to create their gift boxes.

As IWC President, I am very proud to represent such an important and powerful group of women. Every day I am able to see the strength of our members and their talent to work together to provide solutions. Even as president, I am learning how to be a better role model for our members, my family, and my community. I am so lucky to be part of an amazing organisation that will continue to empower women.