InFocus Germany 2018 by Diplomacy&Commerce magazine

Germany THE OLD HEART OF EUROPE

2018

H.E. AXEL DITTMANN

DR. RONALD SEELIGER

MARKO ČADEŽ

German Ambassador to Serbia

President of the German-Serbian Chamber of Commerce and Hemofarm CEO

President of the Serbian Chamber of Commerce (SCC)

THE LAND OF SAVINGS The world's oldest savings bank was established in Oldenburg (Lower Saxony) in 1786.

THE (ROYAL) TANNENBAUMS The Christmas tree (Tannenbaum) tradition came from Germany. In England, they came with Prince Albert, and in Serbia, from Austria.

BERLIN IS HUGE, HUGE

Believe it or not, Berlin is 9 times bigger than Paris (by its surface) and geographically the same size as Bangkok.

COLOGNE IS NOT JUST WATER

Cologne Cathedral was the highest building of the world from 1880 to 1889 (or until 1884 if one counts the Washington Monument, which is an obelisk, not a proper building). The city was a home to the first perfume too, hence the “Cologne water”.

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THE LAND OF CASTLES

There are over 2100 castles in Germany. Arguably the most famous is Neuschwanstein in Bavaria, which served as an ispiration for Disney.

SEVEN CAPITALS

The following cities have all at one time or another been capitals of Germany: Aachen, Regensburg, Frankfurt-am-Main, Nuremberg, Berlin, Weimar, Bonn (and East Berlin), and, since 1990, Berlin again.

FOOD, FOOD... FOOD?

There are over 300 different kinds of bread and over 1,000 kinds of sausages in Germany. Another type of food: beer is considered as a food in Bavaria officially.

THE HOME OF THE MAGAZINES The first magazine ever seen was launched in 1663 in Germany. No wonder, since the printing press was invented by a German.

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Germany 2018

WE ARE SERBIA’S RELIABLE PARTNER

H.E. AXEL DITTMANN

German Ambassador to Serbia

ŽIKICA MILOŠEVIĆ Editor in Chief zikica.milosevic@color.rs TANJA BANKOVIĆ Editorial manager tanja.bankovic@color.rs ILIJA PETROVIĆ INDIGOCHILD Art director indigochild.ilija@gmail.rs NATAŠA NEŠIĆ Advertising manager natasa.nesic@color.rs DRAGANA RADOVIĆ Advertising manager dragana.radovic@color.rs JOVANA MARKOVIĆ Advertising manager jovana.markovic@color.rs VANJA KOVAČEV PR&Event support Nord Communications vanja.communications @gmail.com RUŽA RISTANOVIĆ Magazine director ruza.ristanovic@color.rs ROBERT ČOBAN Director robert.coban@color.rs Photos GORAN ZLATKOVIĆ GETTY IMAGES Translation SNEŽANA BJELOTOMIĆ

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Member of the Board of Directors of the German-Serbian Chamber of Commerce, CEO of Gebrüder Weiss in Serbia and Advisor of the First Deputy of PM

TIHOMIR CIVKAROSKI

General Director for Balkan Countries, Cyprus and Malta at Knauf Insulation

DR. RONALD SEELIGER

President of the German-Serbian Chamber of Commerce and Hemofarm CEO

JIRI SILA

Branch Director Bilfinger Tebodin in Serbia

MARKO ČADEŽ

President of the Serbian Chamber of Commerce (SCC)

STEVAN JOVIĆEVIĆ Director of Tahograf BG

CLEMENS SACHS

Managing Director of LEONI Wiring Systems Southeast d.o.o.

AMS OSIGURANJE

MARTIN KNAPP

Director of the German-Serbian Chamber of Commerce

GERHARD SIPPEL

Country Director Serbia, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH

ZORAN DJURIĆ

General Manager of Miele Serbia

SERBIAN VISIONS

SASHA CIORINGA

General Manager Continental Automotive d.o.o

The political and economic cooperation between Serbia and Germany

President of Henkel Serbia

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DRAGAN SIMOVIĆ

GERMANY AS MOST DESIRABLE INVESTOR FOR 08 WE CAME HERE FOR A GOOD SERBIAN CITIZENS 28 REASON GREAT POTENTIAL FOR 10 COOPERATION WE ARE OPTIMISTIC ABOUT 30 DOMESTIC MARKET SERBIA IS GROWING ON 14 GERMAN INVESTMENTS TIME AND COST SAVING 34 SOLUTION PEOPLE ARE OUR GREATEST VALUE 16 OUR GET YOUR CASCO INSURANCE POLICY FROM AMS 36 OSIGURANJE SERBIA IS AN INTERESTING 18 PROCUREMENT MARKET WE SET PRIORITIES TOGETHER 40 CUSTOMERS SHOULD HAVE PREMIUM SHOPPING 20 EXPERIENCE MULTI-CONGRESS SERBIAN VISIONS – 60 EVENTS IN ONE 42 WEEKEND! WHY IS GERMANY THE LEADING INVESTOR IN 22 VOJVODINA? AHK SERBIA - STRONG PARTNER IN CREATING 44 ECONOMIC ENVIRONMENT WE ARE RECORDING EXCEPTIONAL RESULTS 24 YEARON- YEAR THE JOY OF EASTER 50 GORDANA BRAŠIĆ

HIGH PERFORMANCE LOGISTICS SOLUTION

DR. OETKER

WE ARE SERBIA’S RELIABLE PARTNER In my view it is important that the reform of the judiciary is implemented through an inclusive process taking on board input from all relevant stakeholders. Additionally, strengthening freedom of expression and media freedom remain key as they are pivotal for a functioning democracy

INTERVIEW

H.E. AXEL DITTMANN

German Ambassador to Serbia

.E. Alex Dittmann German Ambassador to Serbia has stated his career in the Higher Foreign Service at the Permanent Mission to the United Nations in New York City in 1994. After a short journey into the waters of a management consultant he returned to the Foreign Service in 1998, where he soon has started to get to know our region. He had work in Kosovo in the field office of the Embassy in Serbia in Pristina and as a member of the United Nations Interim Administration Mission in Kosovo (UNMIK). He returned to the region, more precisely Macedonia. He served as Deputy Head of Unit in the Department of United Nations Department for Foreign Affairs between 2001 and 2001, subsequently serving as a member of the negotiating team of EU Special Representative for Macedonia, François Léotard. In 2006 he became a member of the negotiating team of the United Nations Special Representative Office for Kosovo (UNOSEK) in Vienna. After returning to Germany, Dittmann was Deputy Head of Unit in the European Department of the Foreign Office between 2007 and 2011, and then from 2011 to 2015 Head of Unit for EU Policy Issues in the European Department of

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the Foreign Office. In July 2015 Dittmann became the successor of the retired Heinz Wilhelm Ambassador of the Federal Republic of Germany in Serbia. We spoke with this seasoned diplomat and an expert in the region, about the Serbia’s EU prospects, Berlin Initiative and the bilateral relations between Germany and Serbia.

ship initiatives, the creation of the Regional Youth Cooperation Office (RYCO) and the creation of a joint economic area were initiated actively from Belgrade. I am sure Serbia will also in London actively contribute to further advancing the process. Infrastructure needs further development and initiatives for reconciliation should be promoted.

What are the most important prerequisites for Serbia expediting its accession to the EU? — Key to getting ready for EU membership is the reform of the rule of law – the recently published enlargement strategy has spelled this out very clearly. There are 35 chapters in the accession process but reforming judiciary, guaranteeing media freedom, fighting corruption and organized crime are certainly the most important challenges for Serbia and the region. Very important is also the resolution of bilateral conflicts with neighbours, in particular a comprehensive normalisation of relations with Kosovo.

Are you satisfied with the way Serbia uses German support in the country's accession process, particularly the support to reforms and specifically the support in the segment of the rule of law? — Serbia undertakes important reforms on its way towards the European Union. These reforms to modernize Serbia are being done first and foremost for the benefit of the citizens of Serbia. We will continue to assist Serbia in this important reform process and are already engaged in a number of areas. One important focus is the environmental sector but we are also working together on public administration reform and in strengthening the rule of law. We will continue to work together to realize Serbia’s strategic goal to become an EU member.

How would you rate the pace at which Serbia has been fulfilling its obligations assumed under the Berlin Process? — Serbia is a very constructive and active partner in the Berlin process. Two flag-

WE WILL CONTINUE TO WORK TOGETHER TO REALIZE SERBIA’S STRATEGIC GOAL TO BECOME AN EU MEMBER

What are your expectations for this and the next year when it comes to

progress in the implementation of Chapter 23? It is very important that Serbia is taking on the key project of the reform of the judiciary. EU countries have different models but the standard that needs to be achieved is a fully independent, efficient, and strong judiciary. – In my view it is important that this crucial project is implemented through an inclusive process taking on board input from all relevant stakeholders. Additionally, strengthening freedom of expression and media freedom remain key as they are pivotal for a functioning democracy. And there is a whole range of other important laws Serbia envisages in its action plan to adopt and implement, e.g. amending the Law on the Anti-Corruption Agency or adopting the Law on Free Legal Aid. What do you think is the biggest qualitative progress made in bilateral relations between the two countries? — German-Serbian relations are excellent and very diverse. Visits on the highest political level as well as the wide spectrum of topics of our cooperation are proof of that. Germany supports Serbia as an honest and reliable partner on its way towards EU membership. As the largest bilateral donor, we are supporting the Serbian reform process with commitments of more than 1.8 billion Euro since the year 2000. Economic exchange is another important pillar: Germany is Serbia’s number one trading partner with a volume of more than 4.3 billion Euro realized in 2017. Investments of companies traditionally linked to Germany amount to more than 1.9 billion Euro since the year 2000. Almost 400 German companies are active in Serbia and have created more than 40.000 jobs here in the country. The German-Serbian Chamber of Commerce with more than 300 members is a key player here. However, we are not resting on these successes; we are working further together

with our Serbian partners to make our already very good relations even closer.

Do you believe that Serbia has predispositions to attract more German investments now, when Europe is recovering faster than expected? — Serbia is an interesting investment location. This is also the result of the latest survey conducted by the German-Serbian Chamber of Commerce, many wellknown German companies are members of. 84% of the participants in this survey stated that they would invest in Serbia again. Main positive factors mentioned were quality and availability of local suppliers as well as a good supply on the labour market. Productivity and motivation of the employees, their qualification and education as well as labour costs were welcomed. However, this survey has also shown that some expectations from the business sector, e.g. related to the fight against corruption, legal security, tax administration or public procurement, have not been sufficiently met so far. In brief this shows that strengthening of the rule of law is also closely linked to Serbia’s attractiveness from an investor’s point of view. What are your expectations regarding the continuation of the Berlin Process? What does the future hold for the Process? — A lot has been achieved so far, e.g. the creation of the Regional Youth Cooperation Office (RYCO) as well as the identification of key infrastructure strengthening links in the region as well as better connecting the region to the European Union. I am glad that the summit in Triest has brought the decision to continue this process, which complements and at the same time fosters EU accession of the Western Balkans. Key areas we will continue to jointly work on are connectivity as well as regional economic integration, including the initiative of

REFORMING JUDICIARY, GUARANTEEING MEDIA FREEDOM, FIGHTING CORRUPTION AND ORGANIZED CRIME ARE CERTAINLY THE MOST IMPORTANT CHALLENGES FOR SERBIA AND THE REGION

developing a Regional Economic Area. We will do what we can to make London and following summits a success!

What impact did the promotion of bilateral relations have on strengthening the cultural links between the two countries? Germany and Serbia are closely linked in all fields of culture. The German Gabriel Feltz, conducting the extraordinary Belgrade philharmonic orchestra, is just one example of the lively cultural exchange between our two countries. Last year, in cooperation with Austria, Switzerland and Liechtenstein, Germany was invited to be guest of honour at the Belgrade book fair and presented over 20 German speaking authors. German theatre companies take part in the BITEF festival, Serbian films are shown at the Berlinale – as are German movies at FEST. As bilateral relations deepen, so do the cultural ones. An important aspect has always been the personal experience: Youth exchange for schools or Student exchange programs promoted by the German Academic Exchange Office, partnerships between communities – all these provide a solid foundation for an ever closer cooperation in the future.

REFORMS

SERBIA UNDERTAKES IMPORTANT REFORMS ON ITS WAY TOWARDS THE EUROPEAN UNION. THESE REFORMS TO MODERNIZE SERBIA ARE BEING DONE FIRST AND FOREMOST FOR THE BENEFIT OF THE CITIZENS OF SERBIA GERMANY 2018

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GERMANY AS MOST DESIRABLE INVESTOR FOR SERBIAN CITIZENS Serbian citizens see Germany as the most desirable investor - the results of the Serbian Citizens’ Perception of German Economy and Investments survey have shown

DESIRABLE INVESTOR In your opinion, investors from which country would be the most desired in Serbia? Total sample

Other (each country having a less than a 5% share)

third of the surveyed Serbian citizens see Germany in this way, with almost 40% of them citing Germany’s economic, business and industrial development as the main reason. At a press conference in the Metropol Hotel in Belgrade on 14th November, 2017, President of the German-Serbian Chamber of Commerce (AHK Serbia), Ronald Zeliger said that "in the survey, Serbian citizens have demonstrated that they appreciate true values and care for a strong economy, efficient business and fair treatment of their work". The surveyed citizens cited salary, working conditions, additional training, promotion, and job security as the most important factors to them providing they worked for a German employer - President of the AHK Serbia added. Zeliger also singled out the fact that a number of surveyed citizens said that they saw economy, economic and industrial development as the main reasons why they wanted Germany to be an investor in Serbia, rather than politics, state and social system. Zeliger added that Serbia needed engineers, experts and workers who should work on perfecting themselves because that was the way to attract investors.

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"Up-and-coming Serbia is the best incentive for investors who want to come here," concluded the President of the German-Serbian Chamber of Commerce. German Ambassador to Serbia, H.E. Mr. Axel Dittmann reminded that there were close to 400 German companies operating in Serbia and that they invested EUR 1.8 billion euros so far and have 35,000 employees. “The external trade between our two countries is the main pillar of our bilateral relations. Germany ranks first as bilateral partner of Serbia and the involvement of German investors significantly contributes to the economic viability of Serbia", Dittmann said, adding that the German government continues to assist Serbia in the process of European integration. The ambassador also praised the adoption of dual education laws which are, as he said, important for investors who are planning to come to our country. "I hope that we will be able to bring more companies from Germany. In order to have more German investors coming to Serbia, the political establishment has to a send a positive signal first", Dittmann added. Russia, China, and Switzerland have all scored lower in the survey, but are still perceived as desirable, investors, ac-

None

Switzerland

Germany

China I don’t know Russia

IN ORDER TO HAVE MORE INVESTORS COMING TO SERBIA, THE POLITICAL ESTABLISHMENT HAS TO A SEND A POSITIVE SIGNAL FIRST

cording to the survey that AHK carried out among 1,200 citizens. Considering that many studies show that Germany is the most desirable destination for living and working, it was interesting to note that slightly more Serbian citizens chose working in Serbia for a German employer over working in Germany. "German companies are happy to do business in Serbia and are engaged here long-term as a reliable partner and as a responsible employer. We work together to attract other companies to invest in Serbia and expand our economic cooperation. We are not only the biggest investors, we have been here for decades and are also a loyal partner in the region", Ambassador Dittmann said.

GREAT POTENTIAL FOR COOPERATION Serbia and the region have great potentials and I truly believe that Serbia is ready to meet challenges and score goals

INTERVIEW

DR. RONALD SEELIGER

President of the German-Serbian Chamber of Commerce and Hemofarm CEO

he German-Serbian Chamber of Commerce (AHK) is currently conducting a new survey on business conditions among its member-companies, so we will soon know what companies and their representatives think about business conditions that marked the previous year. It is in the interest of all of us who do business in Serbia, and on top of it live here and are true friends of this country, that it is progressing: the more successful Serbia is, the better off we are, the higher profit we will generate, the higher salaries our employees will get, the more funds will be allocated for the state budget.

What recommendations would you give to the Serbian government in terms of setting priorities in 2018 in regard to improving general conditions for doing business? — I will respond to this question straight to the point: a lot of things have been done, but much more is ahead of us. It is very important for Serbia to become a member of the European Union, and in order to achieve this, it has to continue conducting structural reforms and changing certain patterns of doing business and behaviour thoroughly and

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in the long run. The results of the last year’s survey done by AKH on business conditions in 2016, have shown optimism of the companies and a positive evaluation of the business climate in Serbia. German companies are, for example, satisfied with the productivity and motivation of employees, with their qualifications, academic education and costs of labour. On the other hand, our members have indicated the need for rule of law, more intensive fight against corruption, as well as the importance of further strengthening of legal safety and transparency in public procurement, improvement of the tax system and work of the tax administration, as well as the need for higher efficiency of the public administration.

Concurrently with the recovery of European economies, German investors are also boosting their investments. What should Serbia do to attract large companies to come here? — Beside of the already mentioned prerequisites, such as rule of law, zero tolerance for corruption, upgrade of administration procedures in order to enable more user-friendly and more efficient business operation, I would like to point

out one more thing: predictability of business operations i.e. possibility to do business within a clear, precise and expected framework is very important to businessmen, and Serbia has to make better progress in this respect. In these fields Serbia has to do better than other countries in the region in order to attract other large or multinational companies.

SERBIA HAS TO CONTINUE CONDUCTING STRUCTURAL REFORMS AND CHANGING CERTAIN PATTERNS OF DOING BUSINESS

Have the recent announcements about Serbia and Montenegro possibly joining the EU soon in any way affected the interest shown by potential investors who contact your Chamber? — Investors are predominantly interested in concrete business conditions and their decision to invest is mostly determined by this. Excel and financial figures are those ‘factors’ which make a big deal when making decision where to invest, but also the general atmosphere created by investors through buzz, media coverage, state PR, etc. However, there is one thing I would like to emphasize: not the EU membership itself but the overall process of integration to EU and achieving standards in every realm which EU requests, should

be very important to Serbia. This whole accession process is good for Serbia making it mature, responsible and upto-date with all standards existing in the EU countries in this very moment. Also, it seems to me that this region can make its separate investment story in case it reconnects more, puts history and feuds behind and enables more geographically, economically and trade-united zone.

After working for years on mergers between German and Serbian companies, what is your view of the potential that Serbian companies have in terms of becoming suppliers to German companies? — I have to acknowledge that the buyers’ initiative has shown great results. We discovered a number of family owned companies very well organized and ready to supply German industrial companies with high quality parts, which cannot be produced any more in Germany due to high production costs. This is definitely the area within which Serbia can find its role, its niche. How much does the lack of educated workforce hinder investments in central parts of Serbia? Have you seen any progress following the implementation of dual education? — I can talk on behalf of German companies and have to repeat that they are generally satisfied with the productivity of employees, with their qualifications and academic education. Hemofarm is one of best examples for synergy of German technology and quality with Serbian experience and workforce. When speaking about the Law on Dual Education, it is still very new, adopted just a few months ago. It would not be fair to evaluate its effects after this short period of time but generally I believe in dual education and think that Serbia can only benefit from it. This country

has people who are smart and educated but it is also true that the education system needs to be modernised. For that purpose, we in AHK advocated the introduction of dual education system in Serbia because we had good experience with it in Germany where it was “patented”. In short, in Germany it enabled special bonds between schools and businesses, and brought more capable and better trained workforce. However, changes to the education system only are not enough. Moreover, we also have to work on further harmonisation between the European and the Serbian legislation, on reforming public companies, implementation of laws in the field of taxes etc.

As a member of the Managing Board of the Serbian Chamber of Commerce, what is your view of the Chamber's transformation? — My impression was and still is that the Serbian Chamber of Commerce needed to be reorganized and modernized. Bearing in mind its long history and priorities set in the old days, it became too large and probably too slow in order to react properly and promptly in these times. Many of its members today are modern companies, large but also small and medium-sized firms, and they needed a quick response and active advocacy. I think the Chamber is doing good work in this field of personal transformation, and we should thank Marko Čadež and his team for bringing new energy. They showed their readiness to deal with the whole transformation process the Chamber needed and made the Chamber become a place for dialogue between the business community and the state. Of course, there are still things to be done and changes to be made. The management is aware of this and working daily to make this agenda possible. Of course, the Chamber cannot act alone

GERMAN COMPANIES ARE GENERALLY SATISFIED WITH THE PRODUCTIVITY OF EMPLOYEES, AND THEIR QUALIFICATIONS AND ACADEMIC EDUCATION

and many things have to be changed in the system area for which the state is responsible.

You are also the Vice-President of Stada, responsible for markets in CEE and SEE. In this capacity, what would you say are the advantages and obstacles to companies doing business in the regional market? — Since January this year, Hemofarm has been the regional hub not only for the markets of SEE, but it has also become competent for the markets of Poland, Czech Republic and Slovakia. Besides being a large compliment for the operation of the company, this is also good news for both Serbia and the entire region, particularly bearing in mind that it is rarely seen that a company operating in a non-EU member country is also entrusted with managing eight markets within EU. When speaking about the region, in the last 15 years, the main common starting point immanent to all countries in the SEE region, for example, has been going through the process of transition

INVESTMENT

OUR NEW PACKAGING CENTRE IN VRŠAC ALONE, WITH ITS CUTTINGEDGE TECHNOLOGY, IS AN INVESTMENT WORTH EUR 21.6 MILLION GERMANY 2018

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to market economy and exposure to global competition. All economies of the Western Balkans continue to grow and record positive trends in terms of employment and poverty reduction, investments continue to significantly contribute to economic growth, fiscal receipts have improved in the countries that implement consolidation measures. On the other hand, maintaining economic growth at the current level and its increasing shall require constant commitment to solving remaining external weaknesses, lower fiscal imbalance and boldness in implementation of structural reforms. In short, Serbia and the region have great potentials and I truly believe that Serbia is ready to meet challenges, score goals and win this game.

In 2016, Hemofarm reached a new production record of 5 billion tablets, and cut down on costs per production unit. What was 2017 like? — When talking about the results of Hemofarm, we manufactured 5.5 billion tablets and capsules in 2017, by which we have exceeded the previous records. We are number 1 on the markets of Serbia, B&H and Montenegro with clear plans to accelerate and improve our position significantly on other markets. We have ambitious plans both for this region and the entire Central and Eastern European cluster we manage. Our new Packaging Centre in Vršac alone, with its cutting-edge technology, is an investment worth EUR 21.6 million. So, it

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clearly shows our determination and big plans we have for Serbia and the region. However, we should not forget that Hemofarm as a company is also recognized by social responsibility, as the best employer and one of the best brands in Serbia. Our importance for the society, on our part, is also continuously shown by being a good partner to the institutions, healthcare system, as well as to the local community.

What are the business conditions in the pharmaceutical market following privatization of Galenika, and the changes made to the list of reimbursed medicinal products? — Serbian pharmaceutical industry has a very good reputation all over the world. For example, Hemfarm’s products are true synonym for good quality, safe use and availability. The same drug produced here in Serbia is taken by a German in Berlin, a Russian in Moscow or a man here in Belgrade. We produce drugs for whole Europe and wider, this is our ID. When speaking about Galenika, we welcome any true, fair competition. By its privatization, the state gave Galenika an opportunity to get back to a real market game, and now everything is up to it, to show itself in this market and to prove its qualities. The good thing is that unification of business conditions contributes to a higher level of supply of the domestic market with quality products. Thus, we honestly hope that Galenika will manage to join us in Hemofarm in

HEMOFARM WHICH EMPLOYS 3,000 PEOPLE, IS ONE OF TOP EXPORTERS IN SERBIA AND SIGNIFICANTLY CONTRIBUTES TO THE STATE BUDGET

our efforts to strengthen the local pharmaceutical market which is a sector of vital importance for any country. It is really important for every state to have strong pharma industry. Macedonia has its Alkaloid, Croatia its Pliva, Krka is the leader in Slovenia, and all these counties are proud to have these companies because they make them available to have good quality drugs regardless of international trends or developments. In regard to business conditions in Serbia, Hemofarm can always produce and sell more, but pharmaceutical consumption - in the amount of USD 146 per capita, currently one of the lowest in the SEE region - is certainly limiting us. We should not forget that about 18 per cent of the total Serbian healthcare budget is allocated for medicines, while for the sake of comparison, 32 per cent is allocated in Hungary. Yet again, we do everything we can to continue good business operations and development and thereby help the overall economy. It is a two-way relation – we depend on the strength of the economy, healthcare policy and purchasing power of the people, just as the state depends on the strength of the economy and thus also on Hemofarm which employs 3,000 people, is one of top exporters in Serbia and significantly contributes to the state budget. This is a kind of tango dance in which every partner has its specific role but cannot produce the art unless they collaborate and harmonize.

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SERBIA IS GROWING ON GERMAN INVESTMENTS An increasing volume and quality of the external trade and the overall economic cooperation have been the long-standing trends in trading between Germany and Serbia. Just like political relations, economic relations between the two countries have been at a very high level in the last two decades

INTERVIEW

MARKO ČADEŽ

President of the Serbian Chamber of Commerce (SCC)

ermany is the No 1 external trade partner to Serbia, both in terms of trading in goods and services. Last year, the trade between the two countries exceeded 4 billion EUR for the first time ever, and amounted to 4.4 billion EUR, to be exact, which is double the value of external trade from a decade ago. It is especially important for our small economy that the export of goods produced in Serbia to Germany has been growing, bolstered by the investments and export activities of the German companies operating here - says Marko Čadež, President of the Serbian Chamber of Commerce (SCC),

What trends would you particularly like to single out in the external trade between Germany and Serbia? — Germany is at the very top of our list of export destinations both for goods and services. Starting in 2007, commodity exports tripled to a record € 1.9 billion. The number of exporters from Serbia is also increasing. Last year, 4,628 of them exported to the German market, which is 2,412 more than in 2016. Unlike trading in goods, in which Serbia recorded a deficit of 566.3 million EUR (which is 50% lower than the one from 2008, truth be told), Serbia has been recording a surplus in trading in

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in the best interest Serbian companies, particularly small and medium enterprises, considering the fact that the Serbian economy has been technologically relying on Germany for year, with almost 75% of machines and equipment in our factories being of German production. By becoming part of the German supply chain, our companies are not only establishing a distribution channel for their products, but are also boosting their capacities, growing and constantly improving the quality of their products and processes, so that they can continue being suppliers and obtain references for new projects.

services and agricultural products. Our external trade relations were boosted thanks to the growing export of services to Germany, which in our most important partner in the world and our first export market in this segment. Last year's export of services to Germany amounted to 537.8 million EUR, while the value of trading in services between the two countries amounted to 852 million EUR, with a surplus of EUR 223.7 million.

How much do meetings between German manufacturers and Serbian manufacturers of components, organized by the SCC, contribute to strengthening of the overall economic ties? — Owing to the events such as supplier days, which the SCC independently organized for individual companies and partners (the German-Serbian Chamber of Commerce - AHK Serbia, GIZ, the German Association for Supply Chain Management, Procurement and Logistics - BME eV, NRW International GmbH) last year, over 200 Serbian companies were able to present their production and export potential and conduct nearly 500 bilateral talks with the representatives of close to 40 German companies. Connecting with international companies, especially from Germany, as the most developed European economy, is

GERMANY IS AT THE VERY TOP OF OUR LIST OF EXPORT DESTINATIONS BOTH FOR GOODS AND SERVICES

What experiences and lessons did Serbian companies have from being suppliers of the German industrial chains? — It is important that our companies learn and eliminate the detected weakeness by being involved in the supplier selection process. By being in contact with potential suppliers, foreign partners are evaluating all operational levels in a particular supplier - from business parameters, and adhering to the relevant production standards in terms of technology, organization, equipment and machinery, to the employer's attitude towards employees. They also visit companies frequently where they check test samples.

If the supplier's offer is satisfactory, the supplier will be given an opportunity to improve certain segements of their business and production providing there is enough time or capacity for that. Even if they fail to become a supplier in the first try, the communication with German companies is beneficial for them because they are given an important input about improving their production and processes in order to become more competitive and comply with the demands of foreign markets.

How can the SCC help with that? — In the following period, the Serbian Chamber of Commerce will continue to organize supplier days and connect our companies to potential partners from Germany, but also continue with training activities in order to help our companies to better prepare better for the talks with the German counterparts and better understand the procurement systems in large companies, improve their performance and production processes, boost product quality, and adopt European standards.. Last year, with the support of GIZ and BME, we hosted the event called "Training for Suppliers: Ready for the German market", where the representatives of the companies that are BME members - Bühler Technologies GmbH and Feldbinder Spezialfahrzeugwerke GmbH and Siemens Serbia – participated in training activities. We are planning to organize a seminar, at the end of March, on the topic "How to enter the supply chains of multinational corporations", where the lecturer will be the global procurement director of Eberspacher, a company that is already working with Serbian producers. We have already hosted two supplier days together with Eberspacher, and are currently organizing a third event. Thanks to the provided training, which we organized in cooperation with the AHK, with the support of the German

organization BMZ and which we implemented with the help of GIZ, Serbia now has 42 export managers who have internationally recognized certificates. This innovative training programme will be one of the first modules to be taught at the recently established SCC Business Academy.

Several large German companies have announced their investments in Serbia in 2018. Could you elaborate on that? — Serbia is currently negotiating with foreign companies about 54 investment projects, worth around 2.5 billion EUR, which should create close to 29,000 new jobs. These includes investments that were reported in the media recently. One of these is a hi-tech investment by a German company in Banat County where the company will produce parts for electric cars and hire over a thousand workers. The second project is also by a large German corporation that is supposed to generate several thousands new jobs in Central Serbia. There are also ongoing investments in expansion of production capacities of German companies that are already operating in Serbia, like Grammer in Aleksinac, Norma Group Southeast Europe in Subotica, and IGB Automotive in Indjija. Leoni has officially announced that it will start building its fourth factory in Serbia (in the town of Kraljevo) in July or August this year. Lidl plans to finalize its distribution centre in Nova Pazova this year and open the first 10 to 15 facilities in Serbia. In a conversation with President Vucic, mid-last year, the owner and executives from the German company Vorwerk confirmed that they were considering making greenfield investments in Serbia, that is, they are planning to produce parts for the German automotive industry here. What are the obstacles to attracting even more German companies to

IT IS IMPORTANT THAT OUR COMPANIES LEARN AND ELIMINATE THE DETECTED WEAKENESS BY BEING INVOLVED IN THE SUPPLIER SELECTION PROCESS

come here? — Naturally, the business and investment climate can and should be better, but I wouldn't call them obstacles to more German investments being made here as evidenced in the number and value of the projects implemented so far, as well as the announcement of new large investments by German companies. According to official data collated by the National Bank of Serbia, German FDIs in Serbia have exceeded 1.9 billion euros in the last decade and a half. Germany is definitely at the very top of the of the list of the biggest foreign investors in Serbia, both in the number of implemented projects and in the value and more importantly, the quality of these investments, as well as their contribution to the development of the Serbian economy. German companies in Serbia employ 43,000 workers and are majorly contributing to boosting the overall external trade and export performances of the Serbian businesses not only in the German market but worldwide too. German companies here are the largest exporters to Germany, but are also among the largest exporters from Serbia to other countries. Their investments are mainly focused on the manufacturing industry. They bring us the know-how, and top standards in business, as well as raise the technological level, change the structure of our production in favour of the products of a higher degree of finalization, encourage our companies to change, and involve them in their supplier chains. The German investors operating here have been expanding their capacities and hiring new workers every year. Some of them have chosen Serbia as their regional centre, which just confirms that they are going to invest in Serbia again. They are the best reference for other German and foreign companies that have not come to the Serbian market as yet, confirming that Serbia is worth their investments.

EXPORT

WE ARE INCREASINGLY EXPORTING MORE COMPLEX PRODUCTS - 89% OF THE EXPORT ARE INDUSTRIAL PRODUCTS, AND HALF ARE MACHINES AND TRANSPORT EQUIPMENT. THIS IS ALSO OWING TO GERMAN INVESTMENTS IN OUR MANUFACTURING SECTOR GERMANY 2018

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OUR PEOPLE ARE OUR GREATEST VALUE Investment incentives, good business climate, synergetic effects of having several companies in the close range and abundance of good workforce all made Leoni a recurrent investor in Serbia. Our performances are at the expected level or even higher which gives Leoni the confidence to make more investments in Serbia

CLEMENS SACHS

Managing Director of LEONI Wiring Systems Southeast d.o.o. Leoni is one of the first German investors in the automotive industry in Serbia. Although, there has been a large investment influx in this economic segment, Serbia is still lagging behind the Eastern European countries, including Romania, in terms of the concentration of the automotive companies. We spoke to Mr. Clemens Sachs, Managing Director of LEONI Wiring Systems Southeast d.o.o., about the investment environment and Leoni’s plans in Serbia. What should be done in order for more German automotive companies to choose Serbia? ― Leoni was one of the first automotive companies to launch production here in 2009 and looking back, it was a good decision to make. Since 2009, Leoni has been growing year-on-year, together with the Serbian economy. I really couldn’t tell you if Serbia has been lagging behind the neighbouring countries in terms of the concentration of the automotive companies. What I can say for sure is that Serbia is on a good way to become an increasingly attractive country for investments and for German automotive companies. Leoni has always been working closely with authorities on having a constructive dialogue in order to find opportunities to optimize the business for both parties. We are always willing to better ourselves and to find solutions how to improve our business. What exactly made you pick Serbia as an investment destination yet again?

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― Thanks to the great experiences we had had here so far, good business results and good labour market, Leoni has again chosen Serbia for its next business expansion. Another important aspect is the synergy between all our locations here. This gives us a wide field of flexibility and to be flexible is crucial in automotive business. The cable industry is a relatively labour-intensive branch. To what extent is this industry going to be affected by the development of industry 4.0, and how are these trends going to reflect on your investment plans?

RESPONSIBILITY

IT IS ALSO HUGE RESPONSIBILITY TO PROTECT ALL OF OUR EMPLOYEES AND MANAGE THE ENTERPRISE IN A WAY THAT ALL OF THEM HAVE RELIABLE JOBS AND CAN PLAN THEIR LIVES AND FAMILIES ― What does Industry 4.0 exactly mean?! It’s mentioned in the media almost every day. What it really means is a communication between people, machines, devices, logistics and products with the goal of optimizing the added value content of the product. I would

like to remind you what preceded the 4th Industrial Revolution or Industry 4.0. There was the first industrial revolution with the invention of steam engine, the second industrial revolution that brought electrically powered conveyor-belt production, and the third industrial revolution that entailed the use of electronic control systems and IT. In terms of the wiring harnesses business, it is a real labour intensive business, but there are also the processes that could be classified as industry 4.0. Another challenge is how to develop automatic processes and decrease the manual content. If we are talking about autonomous drive, its target is to ensure the future manufacturing of products with zero failure. So, the aim is to eliminate the “human factor” from the product cycle. Leoni is aware of the challenges that the future brings. We have several teams working internally on this, but also together with our customers so we can all be better prepared for tomorrow. You are operating in various locations in Central Serbia which you have carefully selected. What were your main selection criteria, and in your experience, how much are local governments equipped to support foreign investments, both expertise- and organization-wise? ― After we opened our first production facility, in Prokuplje, South Serbia, in 2009 and bearing in mind the positive experiences we had had there, it was only logical to build the

second factory in the same area. So, Leoni built its second plant in Malošište, in the municipality of Doljevac, in 2014. Our plant in Niš is, in a way, an extension of the Prokuplje plant with the same customer portfolio. Based on the fact that all our three plants are in the close proximity to each other, Leoni can share the synergies from each location. Also, the local labour markets provide us with enough qualified workforce. We also found it helpful that the Serbian Government decided to focus more strongly on supporting and developing the southern part of the country. Following in this direction, all the local self –governments, institutions and organizations have rendered their support to Leoni. Bearing that in mind and considering Leoni’s decision to expand its business in Serbia by building a fourth plant which would be bigger than all three existing plants, we made a decision to expand to another region. Finally, Leoni chose Kraljevo as the location for the next factory. You have almost 6,000 employees, and if all of your plans are realized, there is a chance that you might employ over 10,000 people in Serbia. What would you say are the best qualities of the Serbian work force, and as an employer, which kind of worker profiles or specific skills you need more of? ― Yes, that’s correct. Once all our locations are finalized, there is a realistic chance that we could have 10,000 employees which equals the population of a small town.

It is also a huge responsibility to protect all of our employees and manage the enterprise in a way that our workers have reliable jobs and can plan their lives and having families. We have to consider a social impact of having so many employees too. Generally, I can say that our workers are behaving really well and that we are satisfied with their performance. Our employees also show a great willingness to improve themselves so that they perform the tasks at hand much better. It is quite easy to motivate people, help them to adapt and make them passionate about their work. Leoni is also keen to ensure promotion for its employees on the basis of their motivation and skills. All these positive aspects, that are important in manual jobs, generate results in the end.

GOAL

OUR GOAL IS NOT ONLY TO BECOME THE BIGGEST EMPLOYER IN SERBIA, BUT ALSO THE BEST

Recently, you have decided to invest in your staff by providing 15 scholarships for students from various faculties. What expectations do you have from these young people, and what obligations do they have towards you? ― Yes, we launched the Leoni Scholarship Programme for the first time ever. We gave 15 scholarships to the best students from three faculties of the University of Niš - Me-

chanical Engineering, Electronic Engineering and Economics - for the 2017/18 academic year. These three faculties are strategically important to Leoni Serbia, since their graduates comprise the most of our qualified professionals. In addition to the scholarships, while studying, the students will be given an opportunity to have work practice in our company, gain experience, and take part in our projects. After graduation, these students will be offered jobs in our company and the opportunity to further develop themselves professionally. You have also said that Leoni's doors are open to internships, working visits and various workshops. What kind of response did you get from the academic community? ― Exactly! The academic community is very interested in this kind of events and activities, and for that reason, we have established the cooperation with the University of Niš, namely with the aforementioned faculties. We are looking forward to getting involved with the students so that they can develop interest in our future projects. These activities are actually part of our Employer Branding which includes student internship programmes, open-door days, Leoni factory tours for students, case study competitions, as well as lectures and workshops focused more on the know-how and skills required for the digital era and Industry 4.0. Over 80 students have had work practice in our company so far, while many of them are our employees now. We are going to continue along this path because we believe that our people are our greatest value.

GERMANY 2018

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SERBIA IS AN INTERESTING PROCUREMENT MARKET INTERVIEW

MARTIN KNAPP

Director of the German-Serbian Chamber of Commerce

fter discovering Serbia and the Western Balkans as places for good prospects for investments, German companies are now discovering that they can find credible partners among the domestic family owned companies. In the previous period the cooperation between the German-Serbian Chamber of Commerce, Serbian Chamber of Commerce and the Serbian government brought dual education to Serbia and help companies from both sides to establish business ties.

It's been almost two years since the German-Serbian Chamber of Commerce was established. What would you single out as the Chamber's biggest accomplishment? — We are particularly pleased that there will be soon a dual vocational training system in Serbia. The law on this system was passed in November. Together with our colleagues from the Serbian Chamber of Commerce, the Austrian Chamber and the German development agency GIZ, we advised the Serbian side on the drafting of the law. The dual vocational training system comes from the German speaking countries. Today, people around the world understand that this way of prepar-

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We see that the current government is aware of the fact that re-industrialization is the only option for Serbia. The government is very serious about investment and investors and aware that the introduction of a good VET system is a one-way road for supplying welltrained professionals and better jobs

ing young people for their jobs is an integral part of the success stories of these countries. Many governments ask the German chamber organization to help them with the implementation of the dual system. Serbia has now adopted the system faster than the neighboring countries. This is a real asset for Serbia and it will certainly be very helpful in the competition for foreign investment.

Are you satisfied with the cooperation with the Serbian government and the pace at which the government keeps its promises in regard to finding solutions to issues that are important to investors? — Ruling a country is a difficult business. Attracting foreign investors is also a difficult business. Governing the country in a way that it becomes attractive to foreign and domestic investors is an even more difficult business. Investors are not the only stakeholders. There are other social groups with different interests. The task of the government is to achieve a healthy balance between these interests. On the other hand, the government has to make the population understand that nothing is going to improve in the country, if there is no investment. We see that

the current government is aware of the fact that re-industrialization is the only option for Serbia. The government is serious about investment and investors, but the competition for foreign direct investment is murderous, especially here in the neighborhood of the Western Balkans.

IN A FREE COUNTRY THERE IS NO WAY TO FORCE PEOPLE TO MOVE TO ANOTHER PLACE IN ORDER TO FIND A JOB

At the time of the Chamber's establishment, you said that the Chamber would be one of the leading partners in reforms and in the efforts to fully implement these reforms. You also said that the emphasis would be on the application of experiences. How willing is Serbia to learn from German experiences? — You cannot just transfer experience from one economy to another. You have to pick up everyone where he is standing. This applies, for example, also to the VET system, which we have already talked about. In Germany people know the dual system for a long time and they accept it. Here in Serbia there is a lot of persuading to be done, so that young people and their parents understand that dual vocational training is a good ticket to professional life, often a better one than university studies, especially if the latter lead to professions for which

the labor market doesn’t offer an adequate number of jobs. For Serbia, however, the introduction of a good VET system is a one-way road. Investors depend on the level of education of the workforce. If there are no well-trained professionals, the country will continue to attract only labor-intensive manufacturing processes with low wages.

How often do existing and potential investors contact you with a request to have access to the database of potential suppliers from Serbia? — You probably mean the Buyers Initiative. Last year we had two such events, one for buyers from the largest German state, North Rhine-Westphalia, and one on a federal level. There where also similar events organized by Privredna Komora Srbije for individual German companies. The interest in Serbia as a procurement market is really big, much bigger than the interest in Serbia as a sales market. This gives rise to the hope that the bilateral trade balance, which is still negative on the Serbian side, will eventually be balanced. What are the most important lessons you learned from these B2B meetings between Western Balkan and German companies? — For us it was a big surprise when we discovered a lot of very well organized companies in the Western Balkans able to compete western European enterprises. Most of these companies are family owned. Many of them have been established during the 90ties and now they employ from 50 to 150 people with a great potential for further growth. Inadequate worker mobility is one of the problems that German companies in Serbia have been facing. What has to be done in order for potential workers to change their stance?

— In a free country there is no way to force people to move to another place in order to find a job. If an employer doesn’t find the specialists he needs on the labor market near to his factory, the only way is to offer higher wages. That is what is happening in Serbia right now.

Why, for instance, they are willing to travel to Slovakia for work, and not to Subotica? — Indeed, Central Europe, not only Germany, but also countries like Austria, Slovakia, even Czechia and Hungary, are functioning like powerfull vacuum cleaners attracting more and more people. Many employees are facing the choise between internal and external migration. German wages may look very attractive at first glance, but the cost of living is also very high. You should be well informed before you decide to emigrate.

WE ARE PARTICULARLY PLEASED THAT THERE WILL BE SOON A DUAL VOCATIONAL TRAINING SYSTEM IN SERBIA. THIS IS A REAL ASSET FOR THE COUNTRY AND AN IMPORTANT FACT WHEN COMPETING FOR FOREIGN INVESTMENT

The last Serbian Visions congress assembled over 3,500 visitors from all segments – from business and education to human rights, security, environmental protection and EU integration. What are the main accomplishments of this congress? — We have been organizing this multi-congress for three years now – with a total number of 60 NGOs, institutes, associations etc. as co-organizers. It has become a part of the annual Belgrade Agenda. Nowhere else do so many people come together being committed to so many different concerns. But they have one common feature: their commitment to a better future. They do not expect everything from the state, but they tackle things themselves. And that's where the central message of Serbian Visions lies. In a modern society, the state cannot even understand the complexity of the problems without the help of civil society, let alone solve the problems.

UNDERSTANDING

THE GOVERNMENT HAS TO MAKE THE POPULATION UNDERSTAND THAT NOTHING IS GOING TO IMPROVE IN THE COUNTRY, IF THERE IS NO INVESTMENT GERMANY 2018

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CORPORATE

CUSTOMERS SHOULD HAVE PREMIUM SHOPPING EXPERIENCE The demand for Miele products has been growing by the day. Hence, we are very tenatively building a partner and service network, because the quality of our products is always accompanied by the firstclass service. Following the opening of another shoowroom, it became even easier for our customers to see for themselves the quality of our products

ZORAN DJURIĆ

General Manager of Miele Serbia

We are talking to General Manager of Miele Serbia, Zoran Djurić about Miele's plans in Serbia. What is Miele's position in the market today, five years after you opened the first showroom in 2012? ― We can say that we are very proud of how the Miele brand has positioned itself in our market. First of all, we have excellent sales results, even in comparison with the economically stronger markets, which is certainly a validation that the customers in Serbia have recognized the quality that our company's products are synonymous with. Following the opening of another shoowroom, it became even easier for our customers to see for themselves the quality of our products. How does the experience of shopping in your two showrooms differ to traditional shopping for domestic appliances? ― In our showrooms, customers have the opportunity to buy a wide range of Miele products, but also to get to know our company and what we stand for. Professional Sales Advisers provide all the necessary information about products, as well as help with selecting products that best suit the shoppers' needs and habits. In short, shopping at Miele is an unforgettable experience. You will not

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feel like just another customer, but rather like a member of the Miele family. What are your plans in terms of developing your distribution and service network? ― It gives us a great pleasure to be able to say that the demand for our products has been growing by the day. Our goal is certainly to bring our products closer to customers in all corners of the country. In translation, we are already taking steps to build a good distribution network. However, we want our custom-

WIDE RANGE

IN OUR SHOWROOMS, CUSTOMERS HAVE THE OPPORTUNITY TO BUY A WIDE RANGE OF MIELE PRODUCTS, BUT ALSO TO GET TO KNOW OUR COMPANY ers to have the best / premium shopping experience regardless of where they come from or wherever they come in contact with our brand. Hence, we are very tenatively building a partner network and we are certainly not going to succumb to the compromises

imposed by the current situation in the domestic appliance market in Serbia. The same goes for the service network, because the quality of our products is always accompanied by the first-class service. How does Miele combine longevity and reliability of their domestic appliances with the high technology advancements and what can the company offer in this segment? ― We are known as the company that has always been the first to incorporate technological innovations into its products, while some of our patented solutions have been adopted by other companies too. In order to keep durability and reliability at a very high level, which our customers are accustomed to, Miele has turned to innovations such as the Miele@home system. This system allows networking between devices in your home, and remote control via tablet or smartphone, using the Miele@mobile application. Also, Miele has been investing in innovative business models, thus giving its support to creation of new jobs with advanced ideas and technologies. One of such models that we have developed is Miele Venture Capital GmbH. Via this company, Miele can cooperate with start-ups and find original innovative solutions that will suit its products, services and values.

CORPORATE

WHY IS GERMANY THE LEADING INVESTOR IN VOJVODINA? For years, Germany has been the leading country in Vojvodina in terms of investment size. According to the Development Agency of Vojvodina, out of 358 foreign companies operating in the province, 39 of them come from Germany. These companies invested over 1.2 billion EUR and employ about 15,000 workers Siemens, Henkel, Dr Oetker, ThyssenKrupp, Dunkermotoren, Stada, and Fresenius Medical Care are just some of the companies that have anchored themselves in Vojvodina. Most of the German companies in Vojvodina are engaged in the automotive industry. We have Bosch GmbH, IGB Automotive (daughter company of IG Bauerhin), DAD Dräxlmaier Automotive (daughter company of Dräxlmaier Group), Norma Group, ContiTech (a subsidiary company of Continental AG) and others. In addition to German companies, there are also several other enterprises operating in the automotive sector here like the French Le Belier, Mecaplast Group and Streit Groupe, the Canadian-Austrian company Magna Seating, the Czech

company Trelleborg, the Italian company Lames and others. All these companies have recognized the great advantages of operating in Serbia like competitive operating costs, financial and tax relief, and access to the market of one billion consumers thanks to Serbia's free trade agreements with CEFTA, EFTA, Turkey, Belarus, Kazakhstan and Russia, as well as the preferential agreements with the EU. Vojvodina's additional advantage is the proximity to the EU and car manufacturers in the region, as well as the good location that facilitates Just-in-Time / Justin-Sequence production. For instance, the German company Draexlmaier supplies European factories of Fiat and BMW from its factory in Vojvodina, while ContiTech from

COOPERATION WITH SERBIAN INSTITUTIONS IS VERY IMPORTANT „It's been six months since we worked in Novi Sad and most of our expectations are fullfilled: we found highly specialised engineers, they quickly integrated in our organisation, the building was ready in time, according to the contract, the collaboration with university and authorities is very good. Customs Administration is a topic to be improved in Serbia. We are very satisfied with the engineers. They have a strong technical knowledge, some of them are experienced in relevant General Manager areas for us, very result oriented and self-confident. The beginContinental ners must be trained to switch from quick programming to solid, Automotive d.o.o process oriented engineering. So far, 100 emplyees accepted our offer. We plan to grow to minimum 500 in the next 2.5 years, but we consider further development after this period. Cooperation with institutions in Serbia is very important. The first person I met on my first visit to Novi Sad was Ivan Borovcanin and his colleagues from Vojvodina Development Agency. His support was excellent and very professional. The same I can say about Development Agency of Serbia, provincial government, cabinet of the president and city hall of Novi Sad. Their modern mindset and hard work to attract the investors will change the economy in Serbia in next years, I am sure.“

SASHA CIORINGA

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Hannover sends parts produced in Vojvodina all over Europe to VW, Porsche, Renault, PSA, Audi, Mercedes, etc. The last major German investment in Vojvodina was made by Continental AG, that opened, in Novi Sad, a research and development centre which car interior department creates software solutions. The arrival of this company is yet another proof that Novi Sad is increasingly positioning itself as a strong IT hub. One of the reasons for this is the fact that the city has strong technical faculties and scientific institutes. Close to 230 software development companies and 30 electronics companies, including Microsoft, Siemens, Bosch, Alcatel, Cisco, Ericsson, Muehlbauer, Schneider Electric, LEVI9, Hintech, are already operating in the province.

#1 FAST DIAL - VOJVODINA DEVELOPMENT AGENCY – RAV As a regional investment promotion agency, established by the Provincial Government, RAV provides a comprehensive package of advisory and assistance services to domestic and foreign companies looking to establish their business in the region of Vojvodina. Due to its close association with various state and provincial government institutions and extensive network of local partners from the private sector, academic institutions and business associations - RAV represents trusted source for obtaining the most reliable information needed for making an informed investment decision. Willkommen in Vojvodina, willkommen in der Vojvodina Development Agency. www.rav.org.rs.

CORPORATE

WE ARE RECORDING EXCEPTIONAL RESULTS YEARON-YEAR In the last 15 years of its operations in Serbia, Henkel has invested over 200 million EUR and today it exports its brands, produced at its Kruševac factory, to more than 35 countries around the world

GORDANA BRAŠIĆ

President of Henkel Serbia The stable business conditions have been contributing to the the company's improved performance, as evidenced in the 2017 results, and the expected continuation of growth in 2018, highlights Gordana Brašić, President of Henkel Serbia. How much has Henkel changed in the ten years since you joined the company in 2008? ― Much has happened over the last 15 years, or since Henkel's arrival in the Serbian market. It gives me a great pleasure to be able to say that our company has been recording continuous development and outstanding results year-on-year. This was undoubtedly due to the committment shown by all our teams and us working hard on achieving our goals. It is also due to numerous investments in modernization and improvement of production technologies, which are today valued at 200 million EUR. We export our brands, produced at our Kruševac factory, to more than 35 countries around the world and supply over 55 million satisfied customers. I can also confirm that we have been accomplishing significant results in business sustainability year-on-year. A few years ago, we were the first factory in Serbia to receive the ISO 50001 Energy Efficiency Certificate, and last year, also as the first factory in Serbia, we received the golden LEED certificate for Leadership in Energy and Environmental Design.

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You worked as an HR specialist for many years. Based on that experience, what do you think of the advantages and challenges in the Serbian market in terms of workforce? ― The quality and potential of the workforce, as well as highly skilled personnel, who, besides exceptional expertise, are known for excellent knowledge of foreign languages, especially English, are undoubtedly among the main strengths and advantages of the Serbian market. Also, the workforce in our

IMPORTANCE

WE ATTACH GREAT IMPORTANCE TO SUSTAINABLE BUSINESS AND WE ARE CONSTANTLY INVESTING IN RAISING ENVIRONMENTAL STANDARDS country has initiative, determination and flexibility, as well as creativity and innovation capacity, which are the leading parameters for achieving success. Henkel is strategically committed to investing in professional development of its employees, which are one of the key values and priorities of our company. This year it's going to be five years since you have been at the helm of Henkel. Nu-

merous economic changes took place in Serbia during that period. Which of the factors had the biggest impact on doing business in your branch? ― A positive growth trend in economic activity is evident, as is better engagement of employees both in our company and in general. Political and economic stability is a prerequisite for continuous growth and business development, and it is very important that the state is working on creating such a business environment. In terms of Henkel's business in Serbia, we are very satisfied with the results achieved in 2017, and we expect further growth this year. Serbia being given the date for the possible accession to the EU also highlights the fact that there are many tasks that still have to be done. What are the main challenges that Serbia has to overcome in order to become a market that implements European business rules? ― It is necessary to create a business environment that facilitates opportunities for new investments. Serbia's accession to the EU has exceptional political, economic and social significance, and the country needs to work on further simplification of legislation and administrative procedures. Foreign companies have a growing share in the Serbian economy, which demonstrates the regional role of the Serbian market.

CORPORATE

HIGH PERFORMANCE LOGISTICS SOLUTIONS As the leading transport and logistics expert, we can offer networked transport of goods, custom-tailored to each individual client

DRAGAN SIMOVIĆ

Member of the Board of Directors of the German-Serbian Chamber of Commerce, CEO of Gebrüder Weiss in Serbia and Advisor of the First Deputy of PM As an independent company with a good capital base, low dependence on banks and developed service portfolio, Gebrüder Weiss (GW) always acts in a sustainable, responsible and cost-effective manner. The GW vision is based on this independence. Our plans are not quarterly, but rather generational. We act with a clear goal in mind - we want to be the best, not the biggest provider of transport and logistics services. How did your company’s signature orange colour come about? ― Gebrüder Weiss is the oldest Austrian transport company, which has been family-owned since its inception. In 1921, Ferdinand Weiss took over the company's and orange became the signature colour sometime in the 1930s. Before that GW’s vehicles were gray in colour. Back in the day, one of the best mechanics from a garage in Bregenz, Mr. Schwerzler wrote: "We had to do an urgent job for the client, but the truck, which we were supposed to work on, was still in the workshop. The truck was covered in orange anti-corrosion protection, and was not painted gray as yet". As it happens, the truck left the garage, still with the orange protection on, because there was a job that had to be urgently done for a client. Ferdinand Weiss accidentally saw the orange truck and immediately recognized the effect that this colour would have on the company’s future. From that moment on, all GW vehicles have been orange, and this is how our

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signature orange colour was born. Orange symbolizes enthusiasm, happiness, determination and success. How did the bigger influx of FDIs and Serbia’s focus on export affect your company’s growth? ― Investments are an indispensable element of any economic policy, and their realization boosts economic development, and the stability of economic and social flows. Together with the international trade in goods and services, they create new jobs and raise living standard. With the arrival of new investments, the need for transporting shipments has gone up, and our logistics company is ready to respond to these needs. According to the data collated by the Serbian Statistical Office, the total value of Serbia’s external trade, from January to December 2017, increased by 13% compared to the previous

HIGH LEVEL

GEBRÜDER WEISS SEES INVESTING IN EMPLOYEES AS INVESTING IN THE COMPANY’S FUTURE. OWING TO CONTINUOUS PROFESSIONAL TRAINING AND SEMINARS WE HAVE SECURED A HIGH LEVEL OF PROFESSIONALISM IN OUR BUSINESS

year, to EUR 34.46 billion, whereby exports went up by 12% and imports by 13.8%. This means that as the volume of external trade grows, so does the demand for transport services. The biggest surplus was recorded in trading with neighbouring countries. The well-organized transport network of our offices facilitates fast dispatch and delivery to the selected destination. Gebrüder Weiss provides everyday shipments to the countries in the region. We deliver our clients’ products in the most efficient way, accurately and safely, to their destination in the region and Europe. With a transit time of 48 hours from the moment the goods are loaded in Serbia to the moment they reach the terminals in Podgorica, Sarajevo, Skopje, Priština, or Zagreb, we provide our clients with complete logistics, forwarding and transport support. The availability and expertise of our employees, along with the regular departures that our customers can count on, have enabled us to offer excellent quality at affordable prices with the best transit times. The result of all this is the daily increase in the number of shipments, dispatched vehicles, and new and satisfied clients, as well as our constant effort to offer more at better quality. Do you think that Serbia has favourable conditions for attracting new investors in the automotive industry? ― Strict standards and requirements of the automotive industry demand high perfor-

mance logistic solutions. From procurement through production and delivery of spare parts, a perfectly functional logistic chain has a crucial importance in the market game. It is vital to develop and introduce modern logistic solutions, build transport infrastructure, and establish a logistics network that would serve as a link to the regional, European and global logistics networks and markets. Serbia does have favourable conditions for attracting foreign investors who want to invest in the automotive industry. Today, this industry is one of the most prominent sectors in Serbia that generated almost 10% of the total FDI value since 2001. So far, about 60 international companies have invested over 1.7 billion EUR in this sector and created 27,000 new jobs. GW has over 20 years of experience in providing logistic services to automotive industry (Automotive Logistics) and we are well acquainted with the industry’s demands. Thanks to our own on-site branch offices, as a leading transport and logistics expert, we can offer a networked transport of goods, custom-tailored to each individual client while ensuring reliable supply to factories at high standards. Owing to its precisely devised workflow, Gebrüder Weiss Serbia provides reliable transport of goods for the Volkswagen Group, i.e. the transport between the Group’s suppliers in Serbia and its production facilities in Europe. Our employees have been advising manufacturers, suppliers and traders for many years in terms of efficient supply chain management and development of streamlined and efficient logistics solutions. By doing so, we are integrating all components transport, storage and information logistics – and providing additional services and solutions ready for implementation in contract logistics. You are one of the companies that increase the number of its employees every year. How much focus do you put on professional development of your workers? ― Gebrüder Weiss sees investing in employees as investing in the company’s future. Owing to continuous professional training and seminars we have secured a high level of professionalism in our business. By participating in several education and training programmes, our employees are given the opportunity to build a foundation of their career in ‘the orange world’. GW considers professional training and improvement as a strategic success factor. In 1988, we established a fund that finances training programmes. In 2004, GW developed a training and resource development programme called OrangeFuture intended for young, academically educated staff and people with high potential. During this

one-year programme, the participants get acquainted with a number of sectors in the company which subsequently enables them to develop a wide range of working skills. We hold training sessions for managers too, called Orange PRO. They are intended for the advancement of employees with experience in managerial positions, which ensures a strategic direction for the company's progress. According to the GW leader-

FOCUS

WE ARE FOCUSING ON FURTHER DEVELOPING GW SERVICES FOR HIGH TECHNOLOGY AND AUTOMOTIVE INDUSTRIES, AS WELL AS CREATING LOGISTICS SOLUTIONS FOR CONSUMER GOODS MANUFACTURERS AND BRANDS

ship culture, individual capabilities and potentials of the training participants should be developed in a way that they are ready to take on future challenges in the company. During the four-year training period, they gain a wide variety of skills and diverse leadership experience. One of the novelties this year is myOrangeCollege - a new online learning platform. True to its slogan "Connects Me - Moves Me", the myOC platform offers all employees the opportunity to connect without any limitations and it allows for temporal flexibility in acquiring knowledge. During its first phase, myOC is available to employees at GW affiliates in Europe. Our branches in Asia and North America will be given access to this learning system at a later date. In cooperation with GIZ, and under the

project Promoting Youth Employment, GW has conducted training for fork lift drivers. This is an job programme for unemployed young people who have been given the opportunity o find a job faster thanks to acquisition of certain skills. They went through all the necessary procedures and were given protective equipment for work, as well as advice and practical help needed to find a job. What are the company's further plans for logistics services and what is the secret of your success? ― We are focusing on further developing GW services for high technology and automotive industries, as well as creating logistics solutions for consumer goods manufacturers and brands. GW has been active in the demanding Home Delivery business for twelve years now and has become a leading company in the Austrian market. 300,000 shipments were delivered to customers in 2017. Delivery of furniture, household and home appliances has been most in demand with our end customers. At the same time,

we are continuing to expand our services in a number of East European countries. Our GW pro.line home service provides a comfortable solution in deliveries to end customers. Our mother company and all of our branches closely follow the same trends. Together with our clients we strive for the future through advanced business and innovative ideas. We want our services and products to move our customers (GW moves). The secret of GW's success lies in the four key values that we abide by - independence, sustainability, commitment and quality of service. These values determine our everyday activities and therefore represent the essential elements of our code of conduct. Our employees are our biggest capital, and their satisfaction is of utmost importance to us. This is the secret of Gebrüder Weiss’ success.

GERMANY 2018

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CORPORATE

WE CAME HERE FOR A GOOD REASON Knauf Insulation is proud of its achievements and accomplishments in the past decade in this part of the world. Today, its Surdulica plant is sourcing products for up to 20 markets in the region, depending on the needs in a particular year

TIHOMIR CIVKAROSKI

General Director for Balkan Countries, Cyprus and Malta at Knauf Insulation Knauf Insulation first came to the Serbian market through acquisition of a small local producer of rock mineral wool in the south of Serbia, in 2005. Since then it has invested about 30 million euros in its Serbian production facility. What were your investment priorities? ― At the time we came to Surdulica, neither quality of products nor ecological standards were compliant with Knauf Insulation standards which KI group had in its factories worldwide. Hence, we decided to install completely new production line with the latest technology and equipment which complied with the ecological standards of the Knauf Insulation policies, as well as local and EU standards. Another priority back in 2007 was to have a much higher production capacity in order to satisfy anticipated market needs in the future for Knauf Insulation rock mineral wool products. Having made this huge investment 11 years ago did not stop us from making further investments every year – between 0,5 and 1 million Euro. This has enabled us to further expand product portfolio produced in Surdulica plant and bring premium products to the markets of south east Europe. What swayed you to pick Serbia as your investment destination considering that

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you already had six rock mineral wool production facilities in Great Britain, Germany, Slovakia, Slovenia and Croatia? ― Knauf Insulation has been expanding very fast in Europe but also worldwide. The acquisition of the Serbian producer was strategically a very good decision at the time. We knew that countries in this part of Europe were on their path to joining the EU and that many investments were expected in the near future. Therefore, it was the perfect time to position our company and Knauf Insulation brand in the SE Europe.

CAPACITY

OUR SURDULICA PLANT HAS BEEN WORKING AT THE MAXIMUM CAPACITY FOR A FEW YEARS ALREADY, AND WE ARE NOW LOOKING FOR WAYS TO INCREASE OUR PRODUCTION THERE In terms of your operations, what is your view of the efforts invested in removing business barriers in the Western Balkans and the announced EU membership prospects for the countries in this region? ― Reducing trade barriers and enhancing

trade is generally always good for the business. This diminishes costs and speeds up development. Balkan countries, that are EU candidates, are currently harmonizing their local legislation with EU legislation. They are also fighting with corruption and generally trying to change their approach to investors. There is still a lot to be done but we are happy to see positive trends. What are your next business plans in Serbia? ― Since we came to Serbia, we strived to educate the markets and raise awareness about the importance of energy efficiency, fire safety and comfort living. Eventually, our efforts and positive regulations have resulted in the increased demand for high quality insulation products. Our Surdulica plant has been working at the maximum capacity for a few years already, and we are now looking for ways to increase our production capacity over there. This will bring improved quality, new innovative products, services and tools for our partners and end users. In all our activities, we will continue to challenge conventional thinking and create innovative insulation solutions that shape the way we live and build in the future, with care for the people who make them, the people who use them and the world we all depend on.

CORPORATE

WE ARE OPTIMISTIC ABOUT DOMESTIC MARKET As member of the Bilfinger Group, we are part of a strong global network, which enhances our ability to anticipate and quickly respond to customers’ demands, even more proactively in today’s changing markets climate

JIRI SILA

Branch Director Bilfinger Tebodin in Serbia On March 10, 2018, Bilfinger Tebodin in Serbia has celebrated its 12th anniversary. The independent consultancy and engineering company started its operations in Serbia in 2006 through a project for Knauf Insulation in Surdulica, and has since earned an enviable reputation as one of the best and most reliable project management partners in the country. Looking back to the beginnings, what would you consider as crucial factors that contributed to your success in Serbia? ― The ambition of our clients is our starting point and their objective our driving force. Since the early beginning of our existence, we invest in a reliable and long lasting relationship with our clients. But also with our employees to further optimize our services and deliver the best integrated consultancy and engineering solutions. Our consultants and engineers are our greatest asset. It’s all about teaming-up and making ideas work. As member of the Bilfinger Group, we are part of a strong global network, which enhances our ability to anticipate and quickly respond to customers’ demands, even more proactively in today’s changing markets climate. Our key strength on the Serbian market is our ability to support our clients through every step of the investment project lifecycle –from the first idea to the operational phase, and beyond. We offer full support to clients new to the market, who need an independent partner to guide them through the local regulatory and industry playing field. Our unique approach is what sets us apart from our competitors. What is the reason of changing your company name and how will it influence your local

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market strategy? ― Global engineering is a key in the Bilfinger strategy and the two elements of our new name emphasize our unified market vision and strategy. Bilfinger is a leading international industrial services provider supporting global clients in 6 core industries: chemicals and petrochemicals, energy, oil and gas, pharmaceuticals and biopharma, metallurgy and cement. We believe that the Bilfinger worldwide brand enhances our global power and agility to serve our clients, wherever they

STRENGHT

OUR KEY STRENGTH ON THE SERBIAN MARKET IS OUR ABILITY TO SUPPORT OUR CLIENTS THROUGH EVERY STEP OF THE INVESTMENT PROJECT LIFECYCLE

are located. We will continue to team-up with them, to drive innovations through our global network, combined with professional project and construction management. That’s how we make ideas work. What are your plans for the future and how do you see the Serbian market developing? ― Our main focus remains on supporting our clients in the development of industrial as well as commercial real estate market. Our strategy is in line with our focus in the Central & Eastern Europe region. This focus includes the industrial sector, commercial building as well as the automotive sector as our strongest market sector in CEE. I am optimistic when it comes to Serbia – the business environment is showing a positive trend and we see Serbia becoming a more and more attractive foreign direct investment destination. We will continue to closely monitor economic and social developments which may offer new opportunities for our clients.

ECONOMIC COOPERATION

INCORPORATING GERMAN MODEL

From Lost Partner to Big Brother

e have already mentioned that the German economic model is the best in the world, with its combination of social sensitivity and free enterprise. This model could be the perfect fit for Serbia which is, contrary to other, more socially liberal countries, deeply egalitarian and depends on strong sense of collectivity. This could be one of the reasons why Germany has been insisting on developing small and medium enterprises (SMEs) everywhere, since the Germans know that the family based busines has

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emotions too. Germans, business and emotions?! Well, stranger things have happened!

THE BEGINNING – CREATING AN ENVIRONMENT Let's start from square one! During Milošević's era, Serbia was quite poor, and foreign investments were few and far between. Since its start, in the year 2000, the cooperation between Germany and Serbia has been gradually changing. Whereas, after the wars in the

IN THE YEAR 2000, THE COOPERATION BETWEEN GERMANY AND SERBIA HAS BEEN GRADUALLY CHANGING

region, the main emphasis was initially on emergency aid measures, the cooperation is now more focused on long-term stabilisation and efforts to prepare Serbia for the EU integration. Donor coordination through the Regional Cooperation Council (RCC) for South-Eastern Europe has played an important role here. The purpose of the RCC is to encourage regional development, among other things by enhancing regional ownership and by fostering European integration. In November 2014, the Serbian and German government held negotiations following which Germany allocated up

to 157 million EUR in new funding. Germany's engagement is complemented by youth assistance programmes, including student exchange. Serbia also receives funding from Germany via regional funds which are used to finance cross-border projects. They are also used to finance projects in the Western Balkans which goal is, for example, promoting external trade and improving energy efficiency. Considering the high youth unemployment rate (over 50%), the Zoran Djindjić Internship Programme of German Business is one of the programmes that is oustandingly important.

SME, SME! Small and medium enterprises (SMEs) play an important role in job creation. Through KfW Development Bank, the BMZ and other donors have set up the European Fund for Southeast Europe, which is active in the entire region. The purpose of the Fund is to make small and

micro loans at preferential rates available to SMEs through local partner institutions. Furthermore, the Green for Growth Fund Southeast Europe is being used to provide targeted support to SMEs as they invest in energy efficiency and renewable energy. An important component of the programme is the development of training opportunities for young Serbs in order to prepare them for work. The BMZ supports the development of new and existing worker profiles and invests effort into improving the learning environment in existing vocational training institutions. Through the establishment of the Danube Competence Centre, Germany is also supporting the cross-border promotion of tourism and business in the region.

PRIVATE CAPITAL Since we have mainly been focusing on private ventures from the past two years and have covered the gap in the

THE GERMANS KNOW THAT THE FAMILY BASED BUSINES HAS EMOTIONS TOO. GERMANS, BUSINESS AND EMOTIONS?! WELL, STRANGER THINGS HAVE HAPPENED!

analysis, let's now talk about more visible things. Germany has been and remains one of the leading partners of Serbia in all sectors of the economy. Since 2011, Germany has been Serbia's most important external trade partner in the European Union and one of the leading partners in the area of free zone transport, the transfer of high technologies, education of Serbian experts, donations and humanitarian aid. After a short break, Germany was crowned as Serbia’s most important trade partner again in 2016. It should be noted that the leading trade partners are the companies operating in Serbia, like Siemens, Robert Bosch and Leoni. We are now eagerly waiting to see when and where BMW will open its new factory. Don’t underestimate President Vućić’s pro-German business orientation! We expect a lot more to come. Nineteen years after that last war, the German tourists find Serbia attractive again, especially for Donauradweg (cycling), nature and city breaks.

CYCLING

NINETEEN YEARS AFTER THAT LAST WAR, THE GERMAN TOURISTS FIND SERBIA ATTRACTIVE AGAIN, ESPECIALLY FOR DONAURADWEG (CYCLING), NATURE AND CITY BREAKS GERMANY 2018

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CORPORATE

TIME AND COST SAVING SOLUTION By installing the new generation of digital tachographs, transport operators will get the opportunity to better plan and manage their vehicles and drivers. The investment in such devices is highly effective and is almost certainly returned in less than a year

STEVAN JOVIĆEVIĆ Director of Tahograf BG New technologies will provide transport companies with numerous benefits in managing their fleet. We are talking to Stevan Jovićević, Director of Tahograf BG, about the benefits of new digital tachographs. Considering that, starting from June 2019, having smart tachographs in trucks will become mandatory, how many vehicles still need to install this device and what is the deadline for that? ― Smart tachographs will be installed in all newly registered medium and heavy goods transport vehicles (over 3.5 tonnes of maximum permissible weight), as well as all in coaches and buses throughout Europe, including Serbia, starting from June 2019. Each year around 2.000 new MGV’s and HGV’s and 250 new coaches and buses are registered in Serbia. Since we are witnessing a steady economic growth, I expect that this number will grow in 2018 and 2019, but not considerably. What do transport companies stand to gain by installing digital tachographs in terms of efficient business management? ― Transport operators have the opportunity to better plan and manage their vehicles and drivers. By implementing new generations of digital tachographs in vehicles (instead of analogue or first generation digital ones) which have the “one minute rule”, can save

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time and costs especially when it comes to drivers’ working time and driving time utilisation. New generations of digital tachographs also save time needed to generate obligatory driver working time reports compared to analogue tachograph charts (which require time consuming scanning and analysis) and have a considerably shorter data download time than earlier versions of digital tachographs (offering remote data downloading, in addition to regular direct data download).

DEVICES

FLEET MANAGERS AND TRANSPORT COMPANIES CAN BOTH BUY OR LEASE SUCH DEVICES FROM US, WHICH IS MUCH MORE COST EFFICIENT AND AFFORDABLE TO MANY OF THEM Given the fact that transports companie and persons representing the company are responsible for the implemention of work time regulation, and the time drivers spend driving and resting, what kind of security do modern digital tachographs provide to transport companies? ― Digital tachograph has many functionalities including integration with smart phones

and personal computer apps, which allows long distance monitoring of driver conduct (especially important for larger fleets with numerous drivers in matter of respecting driving, rest and working time rules) allowing as well automated alarms and reminders to drivers and/or transport operators’ responsible persons in order to timely prevent or minimise infringements, whose severity and amount is differentiated by their duration and can be sometimes very costly, especially in international transport operations. In addition to a tachograph, what other equipment is required in order to make the benefits of this modern technology fully available to its users? ― There are two devices that have to be installed in addition to a remote tachograph and driver card data downloading - short- and long-range DLDs. These devices offer important time savings and continuous compliance with laws and regulations. Fleet managers and transport companies can both buy or lease such devices from us, which is much more cost efficient and affordable to many of them. Future smart (digital) tachographs will be integrated with geo-positioning systems and short-range remote communication systems (to speed up the official roadside monitoring and control) and are expected to be interconnected as well with axle load sensors which will be mandatory in new vehicles from 2021.

CORPORATE

GET YOUR CASCO INSURANCE POLICY FROM AMS OSIGURANJE In the event that something happens to your car, it is not necessary that you bear the costs of the damages occurred. Casco is a voluntary insurance that can be obtained as a full, supplementary or partial policy. By purchasing a casco insurance policy in our country, you are covered from a number of risks. AMS Osiguranje will assume the risk for your vehicle and cover the costs of the damage occurred due to traffic accidents, floods, fires, falling pieces of building fronts or trees, theft or other unforeseen circumstances as soon as possible. AMS Osiguranje advises you to inform the police immediately after the damage occurs on your car. By doing so, you will complete the insurance claim form that you will have to submit to your insurance company. We would also like to recommend that you do not repair the car until the damage assessment and reporting is done. AMS Osiguranje has created an affordable service that will protect your vehicle in the best possible way, while, at the same time, save you money. Purchase a casco in-

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surance policy from AMS Osiguranje and your vehicle will be insured from numerous including traffic accidents, theft, fire, falling pieces of building fronts or trees, or floods, in accordance with the terms and conditions of your insurance policy.

PAID DAMAGE

THE BEST THING IS THAT THE DAMAGES ARE PAID OUT EVEN WHEN YOU ARE RESPONSIBLE FOR IT, PROVIDING THAT THE TERMS AND CONDITIONS OF YOUR INSURANCE POLICY STIPULATE SO We know that car maintenance is quite costly, and that's why we have decided to make it easier for you by allowing you to pay in 12 monthly installments, so your budget wonâ&#x20AC;&#x2122;t be under a lot of stress. And if you choose to pay the premium in full, we will also give you an additional discount.

And that's not all! With each purchased casco insurance policy, you will receive oneyear AMSS membership, which provides free road services and discounts in Serbia and Europe. If you choose to have a super membership card, you are entitled to free towing service in the event of the car breaking down or a traffic accident, on-road repairs of your vehicle or transportation to the nearest mechanic, as well as hotel accommodation in the event of an accident. There are many things in life that we cannot predict, but we can be ready once they happen. Do not miss out on the benefits we offer, and choose the safest way to protect your vehicle today. Take care of your car with the help of the experienced and professional AMS Osiguranje team. Visit us at 16, Ruzveltova Street in Belgrade or in one of over 250 retail outlets of AMS Osiguranje throughout Serbia. Our friendly staff will help you to find the best possible coverage that suits your needs and financial possibilities. For more information, please go to our website www.ams.co.rs or call 0800009-009.

ECONOMY

GERMAN MODEL - A RECIPE FOR THE WORLD Why look elsewhere for the answer when you have it already?

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hy did the German economic model, combining social consciousness, capitalist-free enterprise, family spirit of entrepreneurship, and family run companies which shape and propel the German economy, turn out to be so resilient that it eventually became a winning combination for a robust economic system? Should everyone emulate it?

THE IDEAL BALANCE? The Deutsche Welle has an explanation for us. They say that the German economy is regulated by the principle of "social market economy". This means that, on one hand, it is based on market competition, and on the other, the state still has enough room for an intervention. The German economy has been doing well in the last fifty years. In recent years, while the rest of Europe has been shaken by the financial and economic crisis, the German economy has been stable. A lot of Germany's success is explained by a combination of social and market components. The roots of this system date back to the 19th century. Bismarck, the so-called Iron Chancellor, laid the groundwork for social legislation by establishing pension and health insurance - explains Werner Schreiber, the former Social Affairs Minister of Saxony-Anhalt. At the time, expenditures were divided, that is, half was paid by the worker and half by the employer. This is still the central principle of today's social regulation, which after the Second World War, has been extended to family policy, social assistance and many other aspects – the Deutsche Welle writes. Salary autonomy is also a part of the German system. "In other words, trade unions and employers have the freedom to determine their own salaries - without getting the state involved", Schreiber said

states and economies, and that is centralisation. Thus, the intelligently conceived German state after the World War II prevented any kind of amassing of wealth in one or two big cities. Today, Berlin is the capital of culture, Frankfurt is the banking hub, Rurh is industrial, Hamburg is a port town, while Munich is a combination of several aforementioned things. Also, nobody is willing to abandon their own local customs. Why should they?!

in an interview for the Deutsche Welle. Due to such a relationship between trade unions and employers, workers in Germany are less likely to go on strike, which is an economic advantage. Some of the success is due to the socalled “wide social consensus” which is similar to their politics where Christian Democrats and Social Democrats frequently make “grand coalitions” to rule in everybody’s favour, when the election results clearly show that the electorate did not believe anyone enough to give them the power to rule alone. Can you imagine such thing happening in America? A government made by Trump’s and Hillary’s ministers, working together? With a ceremonial president at the country’s helm? Well, that might be one of the reasons why Germany is doing the best in the world. Even their passport is always the first or the second best in the world in terms of visa-free travel. Germany as an economically strong country, accepting workers from all over the world, and a force of peace? Finally, all has fallen into place for a leader!

KNOW THYSELF, LOVE THYSELF LOCALLY (AND YOU WILL WIN GLOBALLY) Another thing that is making the German economy so resilient is the federal and fractional spirit of the Germans which, contrary to the popular 19th century belief that it produces a fragmented, weak state, resulted in a decentralised country with strong local spirit and loyalty. It has also prevented centralisation which has damaged other countries like Serbia, Greece, and Hungary. Instead, this strong loyalty (originating from the Middle Ages) to local brands has produced robust, equally distributed wealth. But the rest of the world is still facing a great challenge, both for

INNOVATIONS!

SOME OF THE SUCCESS IS DUE TO THE SO-CALLED “WIDE SOCIAL CONSENSUS” WHERE ONE PART OF THE POPULATION IS NOT TRYING TO OUTVOTE THE OTHER

Yes, once again, they are of crucial importance even in this case. Germany does not have enough natural resources, so it has to find new solutions. A network of publicly funded research institutes, such as Max-Planck and Frauenhofer, exist all over the country and are cooperating with industrial enterprises on trying to discover things that will not immediately make a profit. That is one more thing to have – patience. So un-American again!

PROFIT

A NETWORK OF PUBLICLY FUNDED RESEARCH INSTITUTES ARE COOPERATING WITH INDUSTRIAL ENTERPRISES ON TRYING TO DISCOVER THINGS THAT WILL NOT IMMEDIATELY MAKE A PROFIT GERMANY 2018

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INTERVIEW

GERHARD SIPPEL

Country Director Serbia, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH

WE SET PRIORITIES TOGETHER

The scope of GIZ work in Serbia is defined by the German and the Serbian governments and is focused on variety of projects which relate to the EU accession process. Among them are sustainable use of the biomass potentials, digitalization in the metal and automotive industries, agriculture and the services sector

he rule of law and respect of human and minority rights continue to be very important part of the GIZ work in Serbia, but many new exciting areas of cooperation have emerged.

What are the most important GIZ activities in Serbia when it comes the country’s EU rapprochement? — The Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH works closely with its Serbian counterparts in the thematic areas of governance, economic development and employment creation and on climate change and environmental issues. Every project

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we support helps Serbia on its path towards sustainable development and to meet the criteria for EU membership as set out in the Acquis Communautaire. But some projects are of greater immediate relevance for EU rapprochement than others. In the focal area of good governance, access to justice, the rule of law and respect of human and minority rights continue to be very important. For example, GIZ helped to establish procedures that help Serbian institutions to sort out landownership and land- use issues. But what happens, if these procedures aren’t followed or conflicts arise during implementa-

tion? Here Serbian legal procedures and institutions need to take over and we are ready to support them. In addition, we are working on public administration reform, merit-based hiring and ensuring better access to social services especially for vulnerable groups. Through GIZ, Germany also supports the relevant institutions in the successful management of the EU accession process more directly. Assistance is provided in developing EU accession related positions and strategic documents, in assessing financial implications of the measures planned while adopting EU Acquis as well as to

introduce structures necessary for absorption of the future Cohesion funds.

GIZ has been working with Serbia on the projects in the field of energy efficiency for years. In which areas you would say Serbia made the biggest progress in that field? — In cooperation with many stakeholders the energy efficiency of buildings can now be certified in Serbia. An energy passport is now mandatory for new buildings. This makes the energy consumption of a building transparent and guides investment decisions. From 2019 onwards, the Serbian Government plans to refurbish central governmental buildings to improve their energy efficiency. GIZ is assisting with the programme planning and the systematic assesment of costs and benefits. The aim is to optimise energy and CO2 emission savings” within existing financial constraints. How do you assess Serbia’s alignment with the EU environmental standards and practices? — Serbia has made significant progress in aligning environmental policies and legislation with the EU Acquis. But much work remains to be done so that the regulatory and policy framework can be implemented. Capacity building of implementing institutions is needed. Right now, we are working on the sustainable use of the biomass potentials, encouraging fuel-switch in public buildings and district heating companies, helping to boost energy efficiency, introducing manure treatment in biogas plants, improving municipal waste and wastewater management, reducing wastage and strengthening a functioning circular economy and realizing the economic and environmental benefits of sustainable development.

can work on. Likewise, a municipality with a very low income, may urgently need support but have limited means to contribute own resources towards the sustained use of improvements we may want to help them achieve. We cannot work with all local authorities. Therefore we try to share lessons learnt in one town with decision makers in others. To share knowledge and lessons learned, we are very happy to work with strong Serbian multiplier institutions such as the Standing Conference of Towns and Municipalities.

Last year you started a project with the industry in terms of digitalization. Can you already see the first results? — We are supporting the Serbian Chamber of Commerce and Industry (PKS) to establish a Digital Transformation Center (DTC). The Serbian government decided last year to develop a central contact point for Serbian small and medium-sized enterprises (SMEs) with PKS. This will offer a wide range of industry-specific technical and financial advisory services on digitalization issues. The German-Serbian Private Sector Development Project is supporting the preparation of a baseline study to better understand the current status, develop-

CONFERENCE WE ORGANISED IN KRAGUJEVAC ON DIGITALIZATION IN THE AUTOMOTIVE INDUSTRY IS A BOOST FOR THE WIDER DIGITALIZATION DRIVE OF THE SERBIAN AUTOMOTIVE AND RELATED INDUSTRIES

ments, needs and challenges of Serbian SMEs, especially on digitalization in the metal and automotive industries, agriculture and the services sector. We are encouraging cross-industry cooperation and increased IT solution use in traditionally non-IT industries. In cooperation with the Automotive Cluster of Serbia and the ICT Cluster of Central Serbia, we organized a conference in Kragujevac on digitalization in the automotive industry. This is a boost for the wider digitalization drive of the Serbian Automotive and related industries. A next step in this process is the "SEE Automotive – Connect & Supply" conference in April, an important expert and business event in Eastern Europe for the automotive industry. A new training project on 3D-engineering (printing) in the metal and mechanical engineering sector is in the pipeline in cooperation with the Faculty of Mechanical Engineering in Kraljevo. Digital solutions are also important for organic agriculture. We support the use of an ICT platform that simplifies the tracking of the processes of production and certification. This is valued by producers, control bodies and relevant state institutions and of course by the consumers.

How are you satisfied with your cooperation with various ministries and local municipalities in Serbia? — The scope of our work in Serbia is defined by the German and the Serbian governments. We have always received wide recognition for the value of our work at national level and with many of the local authorities we have worked with. But keep in mind that we are implementing joint cooperation projects with our Serbian counterparts. Especially at local level there are significant differences in the capacity of our counterparts to exercise their ownership of the cooperation projects. If a municipality has very few qualified staff, there are limits to the complexity of projects they GERMANY 2018

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MULTI-CONGRESS SERBIAN VISIONS â&#x20AC;&#x201C; 60 EVENTS IN ONE WEEKEND! Serbian Visions, the only multi-congress in this part of the world, was held for the third consecutive time on 25th and 26th November, 2017

he only multi-congress in this part of the world, organized by the German-Serbian Chamber of Commerce (AHK Serbia) in partnership with the Serbian Chamber of Commerce (SCC), was held at the Radisson Blu Old Mill Hotel in Belgrade. The entrance to all events was free, with close to 3,000 people visiting the multi-congress. At the opening of the third multi-congress Serbian Vision, the director of the German-Serbian Chamber of Commerce, Martin Knapp expressed his satisfaction with the fact that the civil society in Serbia is becoming better organized, while underlining that there are dedicated people in all possible segments who are involved at their own initiative without expecting a compensation, adding that there is also great expertise in Serbia, which should be supported and strengthened in order to create a better future for the country. For the first time ever, the Serbian Visions plaques were given at the opening of the multi-congress. The Central European Development Forum

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(CEDEF) was awarded with the plaque in the Best Vision category, while the Lawyers' Committee for Human Rights (YUCOM) was given the plaque for the Best Social Engagement. Serbian Visions assembles NGOs, professional associations, institutes, institutions and companies in one place in order to boost the role of civil society in the country and create a more favourable economic environment. During the two days of the multicongress, a total of 60 two-hour-long events took place around the clock in the hotelâ&#x20AC;&#x2122;s main lobby. The events covered a number of important topics such as human rights, economy, European integration, innovation, ed-

FOR THE FIRST TIME EVER, THE SERBIAN VISIONS PLAQUES WERE GIVEN AT THE OPENING OF THE MULTI-CONGRESS

SERBIAN VISIONS IN NUMBERS:

60 60

t wo-hour-long events, taking place during one weekend ifferent participants, organizers of their own d events: NGOs, institutes, associations, universities and faculties, groups of professionals, companies, etc.

ucation, culture, environmental and animal protection, as well as other segments that are an integral part of the vision for a better future of Serbia. Various organizations presented their programmes and ideas through discussions, presentations, workshops, seminars and more, while trying to contribute to the well-being of the entire community through educating and supporting wider audience. Similar events take place in other European countries, often at the initiative of businesses. Over time, they are transformed into events that lead to networking, finding new, innovative solutions and faster implementation of individual projects.

60 60

ifferent types of events: discussions, forums, d presentations, workshops, seminars, movies, etc.

a nd more reasons to come and visit the only multi-congress in Serbia

i mportant subjects for discussion such as: human rights, economics, education, culture, health care, environmental protection, EU integrations, etc.

COMPANY PÖTTKER CORPORATE

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Four figures that give you an idea of us, our size, our place in the market: We are around 300 staff, working on a total production area of more than 10,000 square metres. We order directly from the manufacturer and process 3,500 tonnes of steel and 1,000 tonnes of aluminium every year Today we are among the world market leaders. We represent hidden hightech. Invisible yet indispensable. If we could, we would bring the entire

world to the table. But what we can do is be as close as possible to our customers. As a contact, a source of ideas, and a producer of flexible solutions that our customers love. We rely on the power of quality to impress. With our five sales companies in Europe and the USA, another sales focus in South-East Asia and representative offices in more than 40 countries, we offer the service our customers deserve. We want to unlock new worlds for your products and your opportunities.

Pöttker GmbH, Ostenfeldmark 3, D-59557 Lippstadt, Germany, Phone +49 (0) 2941 - 20 950 - 0, info@poettker.com Pottker Doo • Edvarda Kardelja bb, 24300 Bačka Topola, Serbia • Tel.: +381 24 415 0196 • Email: serbia@poettker.com • www.poettker.com

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AHK SERBIA - STRONG PARTNER IN CREATING ECONOMIC ENVIRONMENT The political and economic cooperation between Serbia and Germany has been progressing year-on-year. There are about 400 companies, with German capital, operating in Serbia which have created close to 35,000 new jobs and have invested 1.8 billion EUR since 2000 while regularly contributing to modernization and implementation of European norms and international standards

German Purchasing Initiative in the Western Balkan Countries

he German-Serbian Chamber of Commerce (AHK Serbia), as an economic bridge between Serbia and Germany, operates under the system of the German chambers of external trade and industry which has 130 offices in 90 countries. Since the establishment of the then German Business Delegation to Serbia and the German-Serbian Business Association in 2001 until the official establishment of the German-Serbian Chamber of Commerce on 14th April 2016, AHK Serbia has been representing the interests of member companies, providing information support for their businesses and advocates the development and improvement of the German- Serbian

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trade and cooperation in all economic aspects. One of the tasks of this largest bilateral chamber in Serbia is providing advisory support to German companies when entering the Serbian market, as well as to Serbian businesses when entering the German market. According to the results of the survey of the German-Serbian Chamber of Commerce (AHK Serbia) about the economic environment in Serbia, which is conducted every year among member companies, almost 90 percent of the members would invest in Serbia again. That's why AHK Serbia is a strong partner in creating an economic environment and a leader in linking foreign and domicile business people and investors.

In 2017, AHK Serbia organized over 50 events, which is an absolute record so far. 65 Serbian companies exhibited at fairs in Cologne, Munich and Nuremberg while more than 8,000 people attended the AHK events in 2017.

IN 2017, AHK SERBIA ORGANIZED OVER 50 EVENTS, WHICH IS AN ABSOLUTE RECORD SO FAR

PROFESSIONAL CONFERENCES AND SUPPLIER INITIATIVES The German-Serbian Chamber of Commerce (AHK Serbia) has been organizing professional conferences for many years with the participation of a delegation of German companies, most often covering the topics relating to energy efficiency and renewa-

ble energy sources. The aim of these conferences is for Serbian companies and institutions to obtain information on the latest technologies from German experts and companies, as well as information about the situation in the Serbian market, provided by renowned experts from Serbia. In 2017, the Chamber organized a trip for German companies to the conference on "Technology and Equipment for Small Hydro Power Plants in Serbia and Montenegro 2017" held on 16th May, 2017, under the auspices of the German Federal Ministry of Economic Affairs and Energy. In an effort to link the businesses from the two countries, AHK Serbia, together with the Serbian Chamber of Commerce, the Dortmund Chamber of Commerce and Industry and the German Association for Supply Chain Management, Procurement and Logistics (BME eV), with the support of NRW International GmbH and the European Entrepreneurship Network, organized a threeday-event called "Supplier initiative of German companies from the province

of North Rhine Westphalia" in Belgrade. Almost 70 domicile companies from the metal processing sector and the production of plastic materials spoke to executives from 10 German companies and presented their production and export potential with the aim of becoming a part of supply chains in Germany. After Dortmund and Munich, the event called "German Initiative for Finding Suppliers in the Western Balkan Region" took place outside Germany for the very first time, i.e. in Serbia, on 31st May, 2017. Representatives of 142 companies from the region spoke to 24 German companies about partnership and the opportunities for participating in German supply chains.The event was realized in cooperation with BME (the German Association for Supply Chain Management, Procurement and Logistic) under the auspices of the BMWi (German Ministry of Economic Affairs and Energy) with the support of the Serbian Chamber of Commerce. Close to 400 B2B meetings took place at the event. German companies expressed

German Purchasing Initiative in the Western Balkan Countries

Dual education - Incentives and the future

INFORMATIVE EVENT ON THE TOPIC OF „DUAL EDUCATION – PERSPECTIVES AND INCENTIVES“ WAS ORGANIZED ON 25TH MAY, 2017

the strongest interest in suppliers from the metal processing industry, electrical industry, automotive parts industry, plastic processing and production of plastic parts.

DUAL EDUCATION The German industry, as one of the leading economic powers, has overcome a number of challenges over time thanks to a well-trained workforce and a dual education system that has been implemented in Germany for nearly a century. That's why AHK Serbia has been investing effort into better informing and educating business people about their responsibilities in the process of introducing dual education in Serbia. In line with its goal, in cooperation with the German Organization for International Cooperation (GIZ), and under the framework of the develoPPP project implemented by the German Ministry of Economic Affairs and Development, the German-Serbian Chamber of Commerce organized an informative event on

German Purchasing Initiative in the Western Balkan Countries

Dual education - Incentives and the future

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Members Dinner, Ana Brnabić

Delegation trip - Berlin, Biomass and biogas 1

AHK Srbija, KISP, HBA, Speed Business Meeting 1

the topic of „Dual Education – Perspectives and Incentives“ on 25th May, 2017. On the occasion, Oliver Herlen, Dual Education Advisor at AHK Serbia, announced the establishment of a Dual Education Task Force within the German-Serbian Chamber of Commerce, with the goal of informing and exchanging ideas and experiences.

AHK MEMBERS DINNER A business dinner for representatives of member companies is one of the most popular events that AHK Serbia organizes for its members. Usually, an honorary speaker, be it a renowned politician or a business person, opens the event with a brief speech on one of the current topics, followed by a discussion and a cocktail party in a relaxed atmosphere where members exchange experiences and opinions. In 2017, AHK Serbia had the honour to welcome the renowned member of the Fiscal Council, Vladimir Vuckovic, who talked on the topic of the current situation and prospects of

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Henkel hosts meeting of AHK Energy Efficiency Working Group

the economy in Serbia, followed by he then Minister of State Administration and Local Government, Ana Brnabic who gave a speech about the state administration reform and the plans for 2017.

SPEED BUSINESS MEETING IS AN INTERESTING EVENT THAT IS EXPORT INITIATIVE PROJECTS ORGANIZED FOR Within the scope of the export in- THE MEMBERS itiative projects on renewable energy IN COOPERATION sources, AHK Serbia organized a study WITH OTHER tour to Berlin / Brandenburg, from 16th to 18th October, with a focus on biomass CHAMBERS and biogas. During the tour five German companies presented their operations, know-how and services. From 6th to 10th November, 2017, a rather productive and interesting programme was organized in Bavaria for Serbian companies under the auspices of the "Bayern - Fit for Partnership" programme, on the topic of "Machines and plants for wood processing and furniture production". The purpose of this trip was to exchange the knowhow, further educate the representatives of the Serbian companies that came, and bolster the business cooperation

between Bavarian and Serbian companies and institutions. The Serbian companies were informed about the European Union standards in the wood and furniture industries and gained valuable contacts in the industry.

WORKING GROUPS The German-Serbian Chamber of Commerce has put together a working group for HR managers of AHK Serbia's member companies, specifially in the segment of energy efficiency, communication and public relations. In the following period, AHK plans to form a dual education working group too. Thanks to these working groups, members can discuss common topics in meetings, which have an average of 35 participants, and often listen to lectures given by the experts from the given areas.

SPEED BUSINESS MEETING Speed Business Meeting is an interesting event that AHK Serbia organiz-

KNAUF ZEMUN D.O.O. The Knauf company has spent 80 years in the construction industry on creating top-notch wall insulation systems that comprise of all required elements for energy efficient, and water and fire resistant facades

Our investment in the production plant in Zemun is a breeze of fresh air in the Serbian and regional market in terms of the latest technologies used in producing facade mortars. We have created unique products for the Serbian

market in cooperation with Knauf Development Center from Germany. One of them is the ADDI external adhesive mortar with the added silicone, which can be used both for EPS systems as well as for stone mineral wool systems. The wide range of application

DaF Center would like to welcome everyone wanting to learn or perfect their knowledge of the German language and find out more about the German culture and tradition in a friendly atmosphere, with the top notch team of professors, native speakers, and people who just love what they do.

• • • • • •

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on all types of contact facades makes ADDI one of best quality mortars in the market. Knauf has meticulously chosen over 400 colours that will satisfy the requirements of any developer. The permanence of these colours is guaranteed through carefully selected pigments used for toning. Knauf also has a solution for application of darkest shades on buildings. Thanks to its sunlight reflecting pigment technology, the TSR Fassadol facade paint prevents unwanted heating of the façade wall that is directly exposed to sunlight. This unique product has already been used on important referential facilities both in Serbia and in the region.

Improved learning system Accelerated courses Professional / specialized courses Get the official ÖSD official language certificate Special benefits for businesses Conversational and business German

We offer the best for you and your employees. We are here for you! Your DaF Team DaF German language centre • 2, Crnogorska Street, second floor • 11000 Belgrade,Serbia Telephone: +381 11 4094 210 • info@dafcentar.co.rs • www.dafcentar.co.rs GERMANY 2018

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es for its members in cooperation with other chambers of commerce and business associations in Serbia. Through a unique concept of fast B2B meetings, members are introduced to representatives of member companies from different organizations, and are given an opportunity to establish and bolster business relationships and initiate potential collaboration. On 10th May, 2017, the German-Serbian Chamber of Commerce (AHK Serbia), the Italian-Serbian Chamber of Commerce (KISP) and the Hellenic Business Association (HBA) organized a Speed Business Meeting for over 40 member companies with the view of better introducing them to each other and improving the cooperation between the companies that are members of these three organizations.

AHK Serbia, Doris Danilovic presents to new members the Chamber's activities and service, i.e. the activities and events that the Chamber organizes, membership benefits, and ways of promotion and support of businesses. After the presentation, the newcomers continue to get to know other members at a joint informal breakfast.

AHK Serbia organizes a welcome breakfast for all new members. Through a short presentation, Deputy Director of

AHK SUMMER PARTY

WORKSHOPS & SEMINARS AHK Serbia and its members organize numerous seminars and workshops on current topics. Additional education and information helps member companies to enrich their existing knowledge, find out about novelties in their line of business and thus improve their companies' operations.

AHK FUDBAL TOURNAMENT

AHK WELCOME

supporters, as well as for the teams from member companies to compete against each other. 10th June, 2017 1st place - Sixt 2nd place - Fresenius Medical Care 3rd place - DAD DrĂ¤xlmaier Automotive d.o.o.

We are promoting the spirit of sport! The AHK Serbia football tournament is a great opportunity for team building, and socializing among players and team

AHK OKTOBERFEST IN BELGRADE, WAS HELD ON 13TH AND 14TH OCTOBER, AND WAS ATTENDED BY NEARLY 1,500 PEOPLE

This is a relaxed get together for the Chamber members, associates and friends just prior to the summer break. At the traditional AHK Summer Party which took place at the Kalemegdanska Terasa restaurant, over 200 guests enjoyed in the live performance by Beatles Tribute Band from Belgrade, cocktails and gastronomic delicacies.

2ND AHK OKTOBERFEST For the second consecutive year, the German-Serbian Chamber of Commerce (AHK Serbia) organized the AHK Oktoberfest in Belgrade. During the two days,

AHK football tournament, Sixt wins 1st place

AHK Sommerfest

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AHK Welcome

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Oktoberfest

AHK Christmas Party

on 13th and 14th October, the event was attended by nearly 1,500 people, who enjoyed in the Erdinger Beer, the diverse Bavarian cuisine and the music of Dejan PetroviÄ&#x2021; and his Big Band, as well as in beer stein holding and beer drinking competitions. The Eighth Oktoberfest in Belgrade, which is the second Oktoberfest organized by AHK Serbia, took place on the premises of Messer Tehnogas AD, which was partner of this year's event. The 2nd AHK Oktoberfest had a humanitarian character. The guests made donations to the Zvezda Centre, an organization that provides assistance to children and young people without parental care.

SERBIAN VISIONS The third multi-congress Serbian Visions took place on 25th and 26th November, 2017 at the Radisson Blu Old Mill Hotel in Belgrade. The multi-congress had 60-two-hour-events and attracted over 4,000 visitors. The participants of

Multi-congress Serbian Visions

Serbian Visions had the opportunity to present the work of their organizations, their projects, ideas, visions, solutions and topics that they advocate. For the first time ever, the Serbian Visions plaques were given at the opening of the multi-congress. The Central European Development Forum (CEDEF) was awarded with the plaque in the Best Vision category, while the Lawyers' Committee for Human Rights (YUCOM) was given the plaque for the Best Social Engagement.

CHRISTMAS PARTY Members, associates and friends of AHK Serbia traditionally come together at AHK Serbia's Christmas party to sum up their impressions from that year and round off their business year. At the informal Christmas party, guests mingle in an elegant ambiance, enjoying in spirit of the holiday season. Over 300 members and guests attended the AHK Christmas celebration at the Nacionalna Klasa res-

MULTI-CONGRESS SERBIAN VISIONS TOOK PLACE IN NOVEMBER, HAD 60-TWO-HOUREVENTS AND ATTRACTED OVER 4,000 VISITORS

taurant in Belgrade. President of AHK Serbia, Dr. Ronald Seeliger greeted the guests and gave a brief retrospective of the Chamber's activities in the past year. Miami Bend was in charge of music while the guests also enjoyed in the good food in a relaxed and fun atmosphere.

WE RECOMMEND: SES â&#x20AC;&#x201C; SENIOR EXPERT SERVICE Senior Expert Service (SES) is a non-profit organization subsidized by the German government. Its main activity is based on consultancy mediation in various economic and non-economic activities around the world. The SES consultants are active German pensioners, experts with wealth of experience, who possess great enthusiasm and work ethic. They offer their consultancy services pro bono with the goal of helping to improve the work flow in SMEs, public institutions, associations and educational institutions in Serbia GERMANY 2018

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MCB Management Centre Belgrade -â&#x20AC;&#x153;Time Management'

Serbian Visions

Cologne Fair

Munich Fair

and the rest of the world. The SES has 12,000 experts on its records, covering all industrial branches. The costs of hiring an SES consultant in terms of local accommodation, local transport costs and living costs are born by the company that has hired a consultant, while all costs (like return plane ticket and health insurance) are borne by the SES. The SES programme in Serbia has been implemented by the German-Serbian Chamber of Commerce since 2005. By the end of 2016, over 200 consultants worked in mostly SMEs, some public institutions and organizations in Serbia.

GERMAN TRADE FAIRS German fairs have always played an important role in the economic cooperation between Serbia and Germany because they represent one of the most important tools of international commerce, and a place where contacts are established and fostered and experiences exchanged. AHK Serbia has helped

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Serbian companies to present their businesses at the biggest German fairs by providing various advisory services as an official representative of the fairs in Munich, Cologne and Nuremberg (The Toy Fair). This support starts with providing detailed information about the fairs, registration and booking of fair stands, and design and construction of stands to logistics, custom clearance and the trip itself. The service also includes organizing B2B meetings with potential business partners at the fair. The Cologne Fair is a reputable organizer of fairs worldwide, i.e. over 75 fairs in Europe, Asia and the Middle East. The Fair premises span an incredible 248,000 square metres of the indoor area and 100,000 square metres of the outdoor area, with 11 halls in total. With over 40 different fairs covering investment segment, consumer goods and new technology, the Munich Fair is one of the five leading fair organizing companies in the world. The fair has 17 halls spanning a total of 180,000 square

GERMAN FAIRS HAVE ALWAYS PLAYED AN IMPORTANT ROLE IN THE ECONOMIC COOPERATION BETWEEN SERBIA AND GERMANY

metres. Apart from the halls, there is also an outdoor area which covers around 360,000 square metres. Every year, over 30,000 exhibitors from more than 100 countries exhibit at the fair. The fair also has 2 million visitors from around 200 countries annually. The areas that the fair covers are construction, environmental technology, beverage technology, transport and logistics, ceramic industry, automatization and robotics, industrial maintenance, business real estate, sports items and sports fashion, watches and jewelry, tourism, electronics, IT and media, analytics, life sciences and arts and crafts. The Toy Fair in Nuremberg is the biggest global exhibition of toys and entertainment products. Considering the sheer number of producers and retailers which participate in the fair, as well as a wide array of information and the know-how available there, make this fair the most important communication, supplier and information platform in this segment.

THE JOY OF EASTER BY DR. OETKER CORPORATE

Colorful Easter Wreaths PREPARATION: Grease and flour the tray, or lace it with a baking paper. Crumple kitchen towels, make egg shape out of them and wrap them in an aluminum foil. Heat the oven.

DOUGH: Mix flour with baking powder in a deep bowl. Add the remaining ingredients and mix everything with an electric mixer. Start with low speed and gradually increase it to the fastest until dough is smooth (do not mix it for too long, otherwise the dough will be too sticky). Shape the dough into a roll and divide it into 6 equal parts. Divide each piece into 3 parts and form 3 rolls (length of about 30 cm) on a lightly floured surface. Put them side by side on your kitchen top. Start with an upper end and twist them into a braid. Once the braid is done connect the bottom part to the top part to make a wreath and put in on the tray. Repeat for the remaining five pieces of dough. Beat the yolks with milk, coat the wreaths with the mixture and sprinkle them with grated or chopped almonds or pista-

chios. Bake in the lower third of the oven.

consumption.

Upper and lower heaters: approximately 200 ° C (preheat oven first) Warm air: about 180 ° C (preheat oven first) Gas setting: 3-4 (180 ° C, preheat oven first) Grid position: lower third Baking time: approx. 20 Min.

Baking tray 40 x 30 cm: a little bit of grease wheat flour kitchen towels aluminium foil

Please keep in mind the instruction manual for your oven. Remove aluminium foil eggs immediately after the baking and leave the wreaths to cool down on a grill. Colour your eggs with the egg colour according to the instructions from the bag and place them in the wreaths before serving. You can also make a big wreath. For this purpose, divide the dough into 3 parts, each part should look like a roll of about 60 cm in length, and according to the instructions above, twist the wreath, coat and bake it, this time about 30 min. You can also freeze the wreath for later

For the dough with cheese and oil: 300 g of wheat flour 3 flat teaspoons Dr. Oetker baking powder 80 g of sugar 1 bag Oetker vanilla sugar roasted orange bark (1/2 orange) 125 g of cheese 1 egg white 80 ml of milk 80 ml of edible oil, e.g. sunflower

YOU CAN ALSO ADD: 1 yolk 1 tbsp milk 100 g of almonds roughly grated or chopped (or pistachios) 6 eggs and Easter eggs colour

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Mediterranean-style proja Pour 400 ml of mineral water and 100 ml of oil into a mixing ball. Add the contents of the bag and mix it all together with an electric mixer (the dough should be should not be too thick). Add a bundle of chopped basil and 100 grams of goat cheese. Grease a muffin tray or medium-sized baking tray. Spoon the dough onto the tray. Bake in a preheated oven at 200 째C for about 25 minutes.

SUGGESTION: You can decorate proja with grated cheese and chopped olives.

INGREDIENTS: 400 ml sparkling mineral water 100 ml of olive oil 100 g of goat cheese 1 bundle of basil 1 pack of Dr Oetker Proja.

Tomato and rocket pie PREPARATION: Grease the bottom of the tray. Preheat the oven.

DOUGH: Wash the rocket and let it dry. Finely chop half of the rocket leaves. In the bowl, mix flour with baking powder. Add an egg, sour cream, oil, salt, coriander, and chopped rocket and mix everything with an electric mixer into smooth dough. Spread the dough on the bottom of the tray and use some of it to make edges of the pie.

FILLING: Wash the tomatoes and cut them into the rings. Arrange them over the dough, put salt and pepper on them. Put it in the oven and bake. Upper and lower heaters: approx. 200 째 C Warm air: about 180 째 C Gas setting: 3-4 (180 째 C)

Suggestion: You can serve yogurt or curdled milk with the pie.

BAKING TIME:

INGREDIENTS

approx. 30 Min.

Dough 70 g of rocket 250 g of wheat flour

Please keep in mind the instruction manual

for your oven. Roughly chop the rest of the rocket, grate goat cheese or Gouda. Take the pie out of the tray, sprinkle rocket and cheese over it and serve while warm.

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4 teaspoons Dr. Oetker baking powder 1 egg 1 cup of sour cream 2 tablespoons of edible oil 1/2 teaspoon of coriander powder

FILLING: 300 g tomatoes or tomato pellets from the can Pinch of salt Pinch of freshly ground pepper 50 g of goat or Gouda cheese

Raspberry jam and walnut cake DOUGH Layer most of the dough over the tray and place the tray ring around it.

FILLING

PREPARATION: Dough Mix the flour and baking powder in the bowl. Add other ingredients and mix with a mixer first at the lowest, and then at the highest speed until you get smooth dough. Shape the dough into a ball, wrap it in a transparent foil and leave for about 30 minutes in the cold. In the meantime, grease the tray and preheat the oven. Upper and lower heaters: 180 ° C Grid position: lower third Baking time: approx. 30 Min.

Spread the raspberry jam over the dough. Leave 1 cm from the edge of the tray without the jam. Use the rest of the dough to form rolls (of pencil thickness) on a lightly floured surface and use them to make a fence, sun and clouds. Put these shapes on the jam. Mix well the yolk with the milk and coat the dough with the mixture. Bake in the preheated oven. Once done, remove the tray ring, but leave the cake on the tray until cool.

DECORATION You can decorate the take with Dr Oetker’s cake colouring, as well as with Dr Oetker flowers. The tray (Ø 26 cm) should be slightly greased before you put the dough in it.

200 g of wheat flour 1 teaspoon Dr. Oetker baking powder 100 g of sugar 1 bag of Dr Oetker cinnamon sugar 1 egg 1 egg white 100 g softened butter or margarine 100 g of ground nuts

FILLING 100 g of raspberry jam

COATING

1 yolk 1 teaspoon of milk

IDEAS FOR DECORATING

Dr Oetker red cake colour Dr Oetker blue cake colour i Dr Oetker yellow cake colour Dr Oetker Flowers decorative mix

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SPIRIT

LUTHER'S LEGACY

— Text —

Žikica Milošević

How Luther's vision and Protestantism changed Germany and the world

he birth of Martin Luther's Protestantism was celebrated all over the world last year, which marked the 500th anniversary of the historical moment when this priest “protested” against the Catholic practices in Germany and elsewhere. In Serbia, the celebration was more subdued and mostly went unnoticed. But Luther's legacy is one of those things that has changed our world the most.

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THE IDEA Martin Luther was a priest who adored Christianity and dreamt about Rome and service in the almighty church. But, when he saw the state of the church at the time, he was appalled. In 1516, Johann Tetzel, a Dominican friar and papal commissioner for indulgences, was sent to Germany by the Roman Catholic Church to sell indulgences to raise money in order to rebuild St. Peter's Basilica in Rome. On 31st October 1517, Luther wrote to his bishop,

Albrecht von Brandenburg, protesting the sale of indulgences. He enclosed in his letter a copy of his "Disputation of Martin Luther on the Power and Efficacy of Indulgences", which came to be known as the Ninety-five Theses. Hans Hillerbrand writes that Luther had no intention of confronting the church, but saw his disputation as a scholarly objection to church practices. But in Thesis 86, Luther asks: "Why does the Pope, whose wealth today is greater than the wealth of the richest

Crassus, build the basilica of St. Peter with the money of poor believers rather than with his own money?” – This was a clear sign of modesty that would become prevalent in Protestantism later on.

H OW IT ALL WENT WRONG... AND FINALLY RIGHT But the Catholic Church did not take that lightly, and subsequently expelled Luther who got increasingly defiant. In the period of great dissatisfaction of masses, nobility and clergy, he successfully started a new church, and the rest just fell into the place - different versions of Protestantism, including Zwingli, Jean Calvin and many other congregations, especially in southern Germany, Switzerland, England, Scotland and later, America, mushroomed. The Catholics have lost the North of our continent. Today, the northermost Catholic countries in Europe are Lithuania and Poland. But other nations, which adopted Protestantism, also changed rapidly. Look at the Viking lands Iceland, Denmark, Sweden, and Norway! During the Pagan times, they were fierce Viking warriors, during the Catholicism they became

humble. Only Protestantism, with its absence of riches, ornamentations and icons could ever satisty their Northern souls who were appalled by the Italian Renaissance and the opulence. Silence, internal prayers, no mysticism, the Bible in their own languages, priests talking about everyday life... Instead of the vertical line of communication with God, protestants understood that horizontal solidarity is more important - it was a backbone and the founding stone for all the Protestant countries, even the aristocratic ones like England. There is a lot of truth it in - help you neighbour, clean your house, mow the lawn, paint the fence, make yourself decent and clean, and you will be the best servant of God. If everyone does the same, there is hope! When everyone did the same, “perfect” egalitarian societies emerged with majority of them being in Protestant countries; from Canada to Australia, Finland and Germany to Scotland and Norway.

T HE PROTESTANT ETHICS AND THE SPIRIT OF CAPITALISM Of course, we have to mention Max Weber and his idea that the Protestant

LUTHER'S REVOLUTION, NAMELY QUESTIONING THE DOGMA, THINKING FOR YOURSELF, WANTING TO UNDERSTAND AND DEFERRING FROM SIN, HAS CHANGED OUR WORLD LIKE NO OTHER REVOLUTION

ethics is the basic of capitalism. Capitalism was founded in the South, in the mercantilistic Italy and Greece which are populated by people who like to enjoy life. The basic point is moderation in pleasure, even restriction from pleasure, or rather the combination of “I have to work hard in the Glory of Gord” and “I must not live lavishly because it is a sin” combined with massive amount of wealth and discipline in the Protestant countries. Scrooge McDuck could be the symbol of such spirit, which brings us to Wall Street and the perversity of today's capitalism, all derived not from the thrifty spirit of the old rich, but the individual entrepreneurship that also characterised Protestantism. It took on many forms - from egalitarian supersocieties like Sweden, to wild capitalism in the UK during the Industrial Revolution and venture capitalism of America today. From God-fearing Bible reading Nigerians to modest Vojvodinian kulen-loving Slovaks. But, Luther's revolution, namely questioning the dogma, thinking for yourself, wanting to understand and deferring from sin, has changed our world like no other revolution, including the French one!

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— Text —

Žikica Milošević

CULTURE

THE ELECTRONIC REVOLUTION How German DJ culture reshaped popular music

e know that Germany has irreversibly changed some of the best and the most influential pop music writers of the 20th century, but we are not going to talk about that again. The new story goes one step further and this is basically the continuation of the last year's article on how Hamburg and Berlin influenced Nick Cave, The Beatles, Bowie and Depeche Mode, and how Kraftwerk and Krautrock influenced Electronica. This time around, we’ll start by reminding our readers that the first parties in the era when electronic music producers and DJs were the superstars, took place in Germany in the1990s.

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THE REAL MAIN STAGE

Germany was the real Main Stage that triggered the whole dominant Dance Arena culture, which subsequently spread all over the world, particularly in Europe. Most of the then DJs came from Germany and its neighbouring countries. The first DJ to be nominated for an award was the German DJ Marusha in the late 1990s. An avalanche of protests ensued! How can a DJ, a person who basically only programs music on the computer, then mixes, remixes and produces it, and doesn’t even play a synthesizer or knows how to sing, can receive an award for the Best Female Artist?! Reading the articles back then, I

TODAY, THE WHOLE WORLD HAS BECOME BERLIN AND GERMANY FROM THE 1990S

became aware that we were witnessing a revolution. And once again, the revolution originated from Germany. But it did not stop in Germany! Just have a look at David Guetta – the guru of today’s Dance Arenas all over the world. The best artists now, alas, to my complete disappointment, are not bands, but producers. Like Martin Garrix from the Netherlands, Max Martin from Sweden, Dr. Luke from the USA, Calvin Harris from Scotland or Nina Kraviz from Siberia. Electronic music is everywhere today. Sometimes, these DJs get singers to sing the vocal part of their hits, and in this way, they resemble more classic pop. Then, for instance, you go over to EXIT’s Dance Arena, you

listen to DJs while waiting for the vocal part to start….. And you wait, and wait some more! Today, the whole world has become Berlin and Germany from the 1990s, while Dance Arena is, practically, the real Main Stage at the EXIT Festival, which has been invariably moving towards electronic sound.

THE FOUNDING FATHERS Actually, it all started a long time ago! One of the main events in Belgrade, a few weeks ago, was the performance of a band, elegantly dubbed ‘The Founding Fathers of Electronica’. They are German, of course, from Düsseldorf, and they are called Kraftwerk. Although they did not come to Belgrade in their original four-member setup, they performed everything we have ever dreamed of – it was a real audio-visual show. It was also deeply German - robotic, deliberately cold, megalopolis-influenced, technical, immaculate, and very precise. Back in the day, in the 1970s, they used analogue synthesizers that sounded so digital. But now, some 40+ years later, we can see the sheer brilliance of their vision. They sang in many languages back then - German, English, French, Spanish, and Russian. They did not like Europe divided in hate. They wanted us all to be different, but to love and accept each other. They were one of the first examples of a European Union and they were a kind of a cultural Proto-Schengen. They were not, like their American counterparts, afraid of robots and machines, always depicting some sort of dystopian future with the inevitable war between the man and the machine. They liked the machines. They loved the idea that one day we would all be mixed. And, of course, they did it first in their music. Kraftwerk was the first to utterly ignore the American rock’n’roll heritage, namely that everything had to be “live” and played by “living people”. They

coined the idea that the Man-Machine can be a person of the future, and that the music of the future would be partly played/sung and partly programmed. They saw Europe as their playground, with all nations respecting each other, learning each other languages.

MARUSHA’S CHILDREN AND KRAFTWERK’S THE MAN-MACHINE HAS WON GRANDCHILDREN TOOK OVER. Today, it really doesn’t matter to GERMANY WINS people dancing at 7am in Dance Arena if Nina Kraviz plays or sings any instru- AGAIN IN MUSIC! ments. The thousands of people, who

have stayed awake until morning, are ecstatic. Nobody cares! These are the new generations who believe in the “Mensch-Maschine”. In 2016, at the Sea Dance Festival, one of my dance-arena-orientated friends commented on the band Hurts and said: “Hurts are DJing it very good!” “No, mate, they are actually playing, not deejaying”, I retorted. The new upcoming generation has forgotten the verb “playing”. Marusha’s children and Kraftwerk’s grandchildren took over. Germany wins again in music!

LIVE

KRAFTWERK WAS THE FIRST TO UTTERLY IGNORE THE AMERICAN ROCK’N’ROLL HERITAGE, NAMELY THAT EVERYTHING HAD TO BE “LIVE” AND PLAYED BY “LIVING PEOPLE” GERMANY 2018

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TOURISM

BERLIN - THE CAPITAL OF EUROPE, ONCE AGAIN Everyone is again rushing to see Berlin! The city has become the artistic and financial centre of Europe, as well as a tourist superpower.

ecause of Brexit, London is drifting apart from Europe, with the UK citizens now needing visas to visit certain countries. Berlin is positioning itself as the tourist capital of Europe.

THE NEW GOLDEN AGE The time has come for Germany to shine again! This time around, there are

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GERMANY 2018

no clouds on the horizon, and the European superpower has become attractive to many. Some people come only as tourists, some come to work and then stay, some go to Germany to pursue their artistic careers. The vast majority of the latter end up in Berlin, which is a new hub of art, music, creativity and nightlife. They say that Berlin and Budapest are the two most exciting Europan cities for nightlife. The German old /new capital is a city

with “two souls”, since it re-emerged as a unified city only after 1990. The differences between East and West Berlin are quite visible in architecture, to say the least. Approximately at the same time as the unification, Wim Wenders used the city as an iconic playground and backdrop for his film “Der Himmel über Berlin” or strangely translated into English as “Wings of Desire”, which lured thousands of people to see this place that had been divided for decades. However, the era of the Berlin Wall is now behind us, even if though there are some parts of the Wall that have been preserved as a tourist attraction. Did you know that the period after the fall of the Berlin Wall is actually now longer than the period during which the Wall existed? This is a new Berlin, reminiscent of the time when the city was the capital of Europe's jazz scene, art and music, prior to 1933. This is the new Golden Age for Berlin!

CORPORATE

THE HIGHEST STANDARDS AND SERVICES A 360 degree is the key to the robust and complete system of the corporate security

KRUNA GAVOVIĆ

Marketing manager, TMS CEE I believe that potentials of TMS CEE are highly underused, and my primary goal is to raise the visibility and awareness of our services and to gain the both local and international recognition. You recently took over the position of Marketing Manager of TMS CEE. What are your first impressions about the new job? ― Although I know the company for several years as a legal advisor, it was really a surprise to see how many different and complex activities are needed to achieve a good marketing process running. This is a challenging and demanding position, but it also offers tremendous opportunities, which I plan to explore. What are the leading services of TMS CEE in this moment? ― Certification still has the major share and it is the service commonly associated with us. But, other services, especially within the Industry and Energy sector and the services related to hot topics, like GDPR, Compliance, Risk Management and Corporate Security, are getting the momentum and the demand is growing. Also, there are some exclusive and niche services, like Family Friendly Enterprise, Reinforcement Steel certification, Rail sleepers control, Lean Six Sigma accredited courses and other, which make our offer more complete. Hot topics you mentioned are induced by market demand or law requirements? ― Sometimes it is the red tape which induces the market requirements, like it is the case with GDPR – General Data Protection Regulative, which is to come in power on May 28th. It is mandatory not just for EU companies, but also for the companies which possess the EU citizen data in any form, and it is the vast majority of the companies. The requirements of this regulative are complex and it is

not easy to fulfill them without huge expert knowledge. The implementation process comprehends not just the Data Protection Impact Analysis and Privacy Impact Analysis and related measures and procedures, but also many other activities, like the training for top management, employees and Data Protection Officers, when required. TMS CEE now offers the one-stop solutions for GDPR - we have gathered top experts from legal, IT and Corporate Governance area.

REGULAR BASIS

AS TMS COMPANIES, WE COOPERATE CLOSELY AND EXCHANGE EXPERIENCES, PLANS AND DATA ON A REGULAR BASIS Other such topics, like Risk Management, Compliance and Corporate Security, are more market-driven. The trigger for them is mostly the ever-increasing instances of the corporate incidents, like Dieselgate, Fukushima or Deepwater Horizon, to mention a few. Recognizing that, TMS CEE developed a range of services within the Corporate Security area, mainly in cooperation with Security Faculty of Belgrade University. Level and the way of implementation of Risk Management within major companies in the world is assessed “satisfactory and complete” only by 12% of the companies, according to the recent study! Can you tell us more about Corporate Security services you perform? Isn’t that usually the area of security firms? ― A 360 degree, or better said, holistic approach, is the key to the robust and complete system of the corporate security and it is the ground for our services. Services

are scalable and include: Corporate Security Audit, Due Diligence, Gap Analyze, Study and necessary trainings, from top management to the employees. Today we have the significant experience in the area of Corporate Security: from airports, security sensitive printing companies, to complex holdings and big energy companies. Through this process we acquired the know-how we can internationalize, and first negotiations are under way, with companies ranging from US to China. We know that companies are not satisfied with how secure they feel, and our tools and methodology can contribute to them significantly. Your company has TÜV SÜD origins? ― Exactly. The genesis of TMS CEE in a unique way connects the greatest German TÜV organization - unmatched both in business excellence and as one of the most desirable employers – with local biggest inspection company and own know-how accumulated from the experience of two-decade work with best local and world companies. We are proud of our origins and our business philosophy closely reflects this, maybe highlighted best through our moto: “TMS – Client success!” We are the official Cooperation Partner of TÜV SÜD and we are obliged to apply all the highest standards which are in use with TÜV SÜD. What about the presence in other countries? ― The territory where we perform certification together with TÜV SÜD Management Service is the area of Serbia, Montenegro, Macedonia and Republika Srpska. TMS RUS in Moscow, independent company who is also Cooperation Partner of TÜV SÜD, is responsible for the area of Russian Federation, Belarus, Kirgizstan, Kazakhstan and Armenia. There is also a TMS Ukraine company in Kiev.

GERMANY 2018

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BERLIN IS 365/24 Do you know how is this bustling city promoting itself? The campaign to promote Berlin was launched under the title “Berlin is 365/24”. Berlin is 365/24 – always exciting 365 days a year, alive 24 hours, seven days a week. So, you don’t have make detailed plans for your trip here – when you get here, the city becomes your inspiration, they say. Berlin is known for its numerous cultural institutions, many of which have been enjoying international reputation. The diversity and the vivacity of this metropolis gave birth to a trendsetting atmosphere. An innovative music, dance and art scene has emerged in the 21st century. Young

people, international artists and entrepreneurs continued to come to live in the city and thus made Berlin a popular global entertainment hub. There is no place in Europe that changes at such a quick pace as Berlin, apart from, say, Tbilisi or Moscow. The cultural life, promoted in many museums (not only on the Museum Island), is further boosted by the fact that, in 2005, Berlin was declared as "The City of Design" by UNESCO. Since 2011, Berlin has been home to 138 museums and over 400 art galleries. What can we say about its nightlife?! Clubs are not required to close their doors at a certain hour during weekends, and many parties last well

WIM WENDERS USED THE CITY AS AN ICONIC PLAYGROUND AND BACKDROP FOR HIS FILM “DER HIMMEL ÜBER BERLIN”

into the morning, or even all weekend. In the 1990s, people in their 20s, from all over the world particularly those from Western and Central Europe, made Berlin's club scene a premier nightlife venue. Since a lot of buildings in East Berlin were unoccupied, squatters moved in and made them attractive nightlife venues. The rest is history!

MORE CLASSICAL FACTS As many as 180 km of canals stretch all over Berlin, more than in Amsterdam. Another fun fact! With 1,700 bridges, Berlin has more bridges than Venice. Because of its post-war division, the

SCENE

FROM THE SPIRIT OF BOWIE AND WENDERS TO DDR, THE UNDERGROUND SCENE, NEAT PARKS AND THE CHARLOTTENBURG CASTLES, BERLIN HAS IT ALL, 365/24! 60

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GERMANY 2018

city has two centres and 18 universities. It is enormous, spanning 900 km2. Cruising down the Spree River is one of the best ways to explore Berlin, and some of the most beautiful cafes and restaurants are located on the canals. This is also one of the greenest cities in Europe. As much as 30 percent of the city's total area is covered in parks, forests and lakes. The difference in spirit is visible at first sight â&#x20AC;&#x201C; there is the rebellious underground East, full of art and graffiti, and neat and peaceful West, somehow intertwined by a strange charm. After the WWII, the city was so badly damaged by bombs, the fighting and the destructive spirit of the fallen ideology, that it had to be reinvented. It was reinvented differently in the West, with the undergound scene and Western consumerism, and differently in the East, as a model Socialist city. When the Wall fell, someting magical, unusual, and constantly evolving was created. From the spirit of Bowie and Wenders to DDR, the underground scene, neat parks and the Charlottenburg castles, Berlin has it all, 365/24!

SOCIALISM

BERLIN WAS REINVENTED DIFFERENTLY IN THE WEST, WITH THE UNDERGOUND SCENE AND WESTERN CONSUMERISM, AND DIFFERENTLY IN THE EAST, AS A MODEL SOCIALIST CITY 62

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GERMANY 2018

THE DIVERSITY AND THE VIVACITY OF THIS METROPOLIS GAVE BIRTH TO A TRENDSETTING ATMOSPHERE