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The Netherlands IN FOCUS
THE OLDEST ANTHEM The Wilhelmus is the oldest national anthem in the world: Both the words and music date from the 16th century, and in it the Dutch king speaks of his German blood and describes his loyalty to the Spanish crown.
THE TALLEST PEOPLE
THE LAND OF W I N D MI L L S
FROM SEA TO P R O VI N CE !
Dutch men are the tallest in the world: with a height of 182.5cm, while Dutch women rank as the second tallest in the world with a height of 1.69cm.
There are over 1,000 windmills still standing from 1850: traditionally used for a variety of purposes, from irrigation to grinding grain, only a few still operate commercially.
An entire province is made from land reclaimed from the sea: Flevoland became a province in 1986 and is largely made of land reclaimed from the Zuiderzee in the 20th century.
THE BEERLAND The Netherlands is the world’s second biggest beer exporter: Dutch brewers exported 1.6 billion euros of beer in 2014 and was the world’s biggest exporter of beer until 2010, when it was overtaken by Mexico.
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Strengthening Political and Economic Ties Serbia’s determination to keep up with the EU accession process and the reforms were behind the progress in the mutual billateral relations
INTER VIEW
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n case of Serbian and Dutch overall relations, it seems that political and economic cooperation are feeding each other’s progress. We spoke with H.E. Henk van den Dool, Ambassador of The Netherlands about the Serbia’s path toward European Union, economic reforms which are bringing more Dutch FDI and boosting mutual trade, and the role of cultural similarities and differences in building tighter bonds between two countries. We also spoke about the Dutch contribution to the democratic processes, the rule of law, building capacities of public institutions and civil society which have long been a focus area of the Netherlands’ foreign policy.
Bilateral relations between Serbia and Netherland have improved remarkably in recent years. What were, according to your opinion, the major forces behind that progress? › Serbia’s determination that its future is
in Europe and its fulfilling of conditions to open negotiations, including cooperation with the ICTY, have been the major forces behind strengthening our bilateral relations. The reforms Serbia has undertaken on its EU path also go hand in hand with an increased economic pres-
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ence of the Netherlands. Dutch investors recognize the improvements in the business climate brought about by rule of law reforms, which is one of the political priorities of the Netherlands. As such, strengthening political and economic ties is mutually reinforcing. How do you asses the progress Serbia made over these years in both political and economic area? › The opening of eight EU negotiation
chapters illustrates that Serbia is committed to political and economic reforms and willing to work hard, so progress is undeniable. However, as the European Commission’s country report also points out, important challenges remain in areas such as media freedom and the judiciary. In the area of migration, we commend the role Serbia has played over the last two years in line with international humanitarian commitments. Regionally, Serbia has been a factor of stability over the last few years and we encourage Serbia to show the political leadership to move regional cooperation forward. When it comes to economic reforms and affairs, the country has moved forward in overall. Some unpopular steps had to be taken for stabilizing the public
H . E . H E N K VA N DEN DOOL Ambassador of the Kingdom of the Netherlands
Serbia has been a factor of stability over the last few years and we encourage Serbia to show the political leadership to move regional cooperation forward
finances, and there I see the most tangible results which form a solid foundation for economic growth. Next to fiscal reforms, we notice that more attention is being given to laws dealing with renewables and environment, and also to reforming the cadaster and improving procedures for and transparency of construction permitting. The highest representatives of the two countries recently agreed that there was a room for further expansion of economic cooperation and particularly for the arrival of a greater number of Dutch investors to Serbia. In which fields are investors heading? › The first wave of Dutch FDI was in
the early 2000s until the economic crisis. Most of the large investors came in that period. Nowadays we can talk about the second wave of FDI from the Netherlands where Dutch companies bring not only new capital, but state of the art technologies too! What does this mean for Serbia? It means that Serbia is being recognized as a stable market where long-term business plans can be implemented, and where serious Dutch companies want to bring innovation, contribute to sustainability and im-
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prove the attitude towards the environment. I expect these new technologies to come over trough new investments in agri-business, IT, processing and energy sectors. Moreover, Dutch investors already belong to the most advanced in corporate social responsibility (CSR) and I’m sure this trend will continue. Our companies such as Ahold-Delhaize, Heineken, KupujemProdajem, Nul Tien, Levi9, Affidea, Vahali, Windvision and many others are game changers in local communities where they contribute to better living conditions, provide more chances to youth, improve cultural exchanges and strengthen environmental protection. They make me a very proud Dutch ambassador! In addition to the growth in FDI, I would also like to point to the growth
es, the rule of law, public institutions and civil society has long been a focus area of the Netherlands’ foreign policy. One of the longest running programs in this area is the Matra program for social transformation, which exists since 1993. Matra started as a program aimed at helping the former Eastern bloc countries to become strong, pluriform societies. The program now focuses on helping to strengthen civil society organizations, democracy and the rule of law in pre-accession countries, the countries of the Eastern Partnership and countries in the Arab region. Matra makes use of several different instruments in order to achieve the ultimate program goal: to improve the relationship between the government and citizens. The first one is direct support by
stitutions in the Western Balkans in order to provide society with reliable information about land for social and economic wellbeing. Finally, there is the instrument of Rule of Law Trainings for Civil Servants. These are courses in the Netherlands aimed at strengthening public institutions and promoting a pluriform state governed by the rule of law. Attaching great importance to the respect for human rights, in addition to the mentioned programs, the Netherlands also provides support through our Human Rights Fund for projects that help achieve tangible results set in the human rights strategy of our Ministry of Foreign Affairs, called Justice and Respect for All. In Serbia the focus is on supporting local initiatives of civil society organizations in the areas of equal rights for LGBTI, gender equality, and freedom of expression. On the International Documentary Film Festival BELDOCS five screened documentaries have a Dutch connection. How much our two mentalities resonate? › When we speak about film an interest-
in our bilateral trade. The trade increase has been steady and healthy over the last years, which in my view reflects that the Serbian economy is getting healthier and more competitive, while Serbian products are becoming more popular in the Netherlands. Larger bilateral trade means that consumers on both sides get to choose more and pay less for the same or even higher quality. The Netherlands is the 5th biggest donor out of 27 EU member states. To which areas Netherland contributes the most? › Strengthening democratic process-
the Embassy to projects of local organizations in the areas of legislation and justice, public administration, public order and the police, and human rights and minorities. Furthermore, there is support for government-to-government projects promoting knowledge transfer on the rule of law between Dutch government bodies and their counterparts in Serbia. The latest example of a G-2-G project is the SPATIAL project - Strengthened Professional Access to Information about Land. It is implemented in Serbia by the Serbian Republic Geodetic Authority and the Dutch Cadastre, and is part of a regional program aimed at strengthening public in-
FACTS
SIMILARITIES Talking about our mentalities, I see a lot of similarities. Both of us are quite open and direct, and we also seem to share a particular sense of humour. As for the differences, I keep being amazed at your lunch-habits.
ing difference is that Dutch authors often go outside of our own country and make films about other cultures. During the BELDOCS festival Dutch films were, for example, about a city in Iran struck by an earthquake or a Russian poet who committed suicide. But also when the films are about our own society, the themes and topics seem to be different than those in Serbian films. Your films are very often charged with recent history and more socially engaged - which is, by the way, completely understandable. Talking about our mentalities, I see a lot of similarities. Both of us are quite open and direct, and we also seem to share a particular sense of humour. As for the differences, I keep being amazed at your lunch-habits. While I, as a typical Dutchman, would quite often limit myself to having a sandwich behind my desk, many Serbian colleagues routinely go out to enjoy a full meal! There is a growing interest of Dutch tourists for Serbia. What would you suggest them to see here? › I find the nature in Serbia beautiful and
I would recommend tourists to go out of the cities and visit Sumadija, Iron Gate, Kopaonik… In Belgrade I enjoy the very vibrant jazz scene. I could also recommend some of the important art festivals. Apart from all that, the Serbian people are very warm and hospitable – that’s a perfect reason to visit in itself! <
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We Value Our Customers and Their Choices HEINEKEN Serbia sets as its mission to offer products that make consumers sure of their highest quality at the affordable price. It seems that Serbian market fully appreciate this transparent approach INTER VIEW
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onsumers purchasing and consumption behavior is getting more and more complex. Therefore, Heineken continuously work on defining the business model, which will fully appreciate needs of the Serbian consumers who value both the price and the quality, says Aleksandros Daniilidis, Managing Director, HEINEKEN Serbia.
A L E K SA N D RO S DA N I I L I D I S Managing Director
How Heineken fares in the Serbian market, which is almost stagnant when it comes to the purchasing power of the buyers? › This is a very interesting question.
Serbian beer market is very competitive. The price is considered as one of the key elements of product mix, but still not the most important one. It is known that Serbian consumers are price sensitive, but even more value sensitive. In order to build loyalty between products and consumers, quality of the product has to fully justify its price. In HEINEKEN Serbia we developed a portfolio of products which covers all price segments, under the same principle – offering top quality products for the best possible price. Our mission is to offer products that regardless of the price, make consumers sure that value is always on the highest level. It is important to mention that during the last 5 years we have consistently developed a pricing strategy which is focused on “high value“ principle and it really paid off. Our strategy is not based on aggressive price promotions, or frequent offers. We offer our portfolio on prices that can be full justified and most of our promotions are “value adding“ actions. It seems that Serbian consumers fully appreciate this transparent approach and this helped our Company to build a very solid business model.
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I NI T IA T IVE
RESPONSIBLE CONSUMPTION AND BEHAVIOR One of the most recognizable initiative that HEINEKEN Serbia has taken in CSR activities is the campaign „Guys who drives home? “. Campaign has been organized for 4 years now, with the goal to promote responsible consumption and behavior, aiming to ensure safe back home from biggest summer festivals in Serbia. Through our strategic partnership we safely transported 150,000 festival visitors and established a million direct contacts.
What do you see as the best mix of Heineken brands in such circumstances? › Portfolio strategy is the base of our
commercial strategy, and there is a reason for that - consumers purchasing and consumption behavior is getting more and more complex. Therefore we constructed a wide portfolio, combination of products which consists of local brands with long heritage, like Zaječarsko and PilsPlus, regional brand with long history in Serbia like Laško, and a variety of very famous and high quality brands like Heineken, Amstel and Krušovice - one of the oldest and traditional Czech beers. Also, the portfolio includes beers from different parts of the world like Kapuziner Weissbier, wheat beer from Bavaria and New Castle Brown Ale from England. At the same time we add innovation such as Zajecarsko Dark that can satisfy the need for variety of taste. Our plan is to evaluate continuously the relevance of our portfolio and to develop it even further according to wishes and needs of Serbian consumers. How much are buyers devoted to your local brands? › Beer is a category of Food and Bev-
erage products with a very long heritage. Thus, local brands are extremely relevant for almost every consumption occasion, and Serbia could not be an exception of this rule. Therefore, beer market is dominated from local brands at a level of 85%. Our brewery in Zajecar was established at the end of 19th century. Serbian consumers accepted with enthusiasm our decision to distribute nationally Zaječarsko few years ago. Zajecarsko changed the shape of the Serbian beer
market in a short period of time. The recipe was simple: A brand that carries genuine Serbian values, has unpretentious character, top quality and consistently good price. We significantly invested in our brewery in Zajecar, but we did not overspend on communication. We work hard to offer innovations like Zajecarsko Dark, at an exceptional quality and accessible price, but we did not go for aggressive promotional activities. This is a consistency that Serbian consumers rewarded generously and we feel obliged to make our best effort in order to return their trust. To what extent is CSR a part of the strong brand? › HEINEKEN Serbia is focused on per-
forming a sustainable business in the whole value chain: from the grain to the outlet. And we believe that CSR should not be perceived as part of brand marketing mix, but as the platform which will help our company to contribute to a sustainable future of our planet and our local communities. Thus, we have only one option: to work hard in order to implement and save guard all initiatives that serve our commitment. One of the most important results we have achieved from the beginning of our operation is reduction of CO2 emissions in production by 28%, also water consumption reduction by 58%, and important thing to mention is that 100% of all the fridges we purchased and distributed are green. All CSR initiatives are fully supported and encouraged from our colleagues and this is really important to feel that we are part of an Organization who is able to deliver good results for our Company at the same moment we build a very positive footprint in the Serbian society. Together we brew an even better world! <
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More Dynamic Reforms Would Result in More Investments Dutch investors require a stable and predictable business and legal environment which is the main prerequisite for strategic planning and serious investing. I n Serbia, at the moment, the business environment is developing somewhat faster than the legal one. It would be much better if the two were to develop at the same, even more dynamic pace
INTER VIEW
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he Dutch Ministry of Foreign Affairs will host an investment conference in the Hague in June with the aim of connecting the Western Balkan countries to the Dutch ones. We are talking to Duško Krsmanović, the Senior Economic and Trade Advisor in the Dutch Embassy, about this event and the experiences of Dutch investors in Serbia. What do you expect from this event? › The Western Balkan region, in which
Serbia occupies a special place as its biggest economy, is becoming increasingly appealing to the companies from the Netherlands which, I think, is a great signal in a macroeconomic sense. I say this because it is a well-known fact that Dutch companies think strategically and long-term and that their interest is actually a good test of an economy and its competitiveness in terms of attracting foreign investors. As far as the Balkan Day in the Hague goes, we have tried to get as many companies in the Netherlands to come and find out about the conditions for doing business in Serbia, especially in agriculture, water supply, energy, ICT and textile industry. They
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have shown interest, but that interest is still insufficient and, together with our peers from the region, we have been trying to reduce this gap. Sometimes our partners from Serbia help us with that, but the crucial thing, if you ask me, is the good experiences of the Dutch companies that are already operating in Serbia. Hence, we have Dutch companies, successfully operating in the region or in Serbia, representing each of the key sectors. What do Dutch investors here think of the business climate in Serbia, and where lies the biggest potential for further growth of the cooperation? › Our Embassy is actively involved in
helping, cooperating and maintaining contact with almost all Dutch companies in Serbia. Dutch investors require a stable and predictable business and legal environment which is the main prerequisite for strategic planning and serious investing. In Serbia, at the moment, the business environment is developing somewhat faster than the legal one. It would be much better if the two were to develop at the same, even more dynamic pace. Dutch companies that al-
D UŠ KO K R S M A N OV I Ć Senior Economic and Trade Advisor in the Dutch Embassy
Developing software could be an export trump card providing there is more available workforce in Serbia
ready operate here are, in principle, very satisfied with their business operations, especially with the quality of the workforce and managers who, in most cases, manage their complete operations. Many companies, especially the smaller ones, have been growing very quickly yearon-year, while other, bigger ones, are growing slowly but unstoppably which is a result of their organic growth, longterm planning and investing. After all, Dutch companies in Serbia have directly employed around 15,000 people, with Ahold-Delhaize alone having around 11,000 employees here. Further growth of the cooperation between our two economies is most certainly going to be characterized by a stable growth of external trade with a possibility of Serbia increasing its export to the Netherlands which is partly a result of the relocation of production capacities from the Netherlands to Serbia, and partly because of the overall increase in competitiveness of domicile companies which are increasingly finding their own way to reach the Dutch market. We often help them with this through organizing sectoral visits to the Netherlands or particular B2B fairs.
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In terms of external trade, the Netherlands is a relatively big partner of Serbia. Which goods and services should Serbian companies export to the Dutch market? â&#x20AC;ş The Netherlands and Serbia are actu-
ally very important trade partners considering the size of the two economies, and especially the size of their respective population. However, I don't think that opportunities have been exhausted and, with additional effort from both sides, the bilateral trade can exceed 1 billion in the next ten years which is by no means a small amount. In regard to exporting to the Netherlands, domestic producers should be focusing on quality, first and foremost, because the Dutch market is open to new products on condition that they are of high quality. This quality should be constant, and the delivery deadlines should be adhered to. In my opinion, these are the key things when it comes to exporting to the Netherlands. Serbian industry is certainly competitive in the wood processing, metal processing, textile and many other sectors
that have a long tradition in Serbia. Furthermore, developing software could be an export trump card providing there is more available workforce in Serbia. Currently, Serbian ICT and software exports are limited only by the lack of sufficiently qualified workforce. What sectors is the Department of Economy and Trade of the Embassy of the Netherlands mainly focusing on? â&#x20AC;ş Apart from agriculture, which we have
been focusing on for very apparent reasons, the other two sectors that we are going to strategically focus on in the following period are water technology and renewable energy resources. In regard to water, we are not limited only to flood control, but also want to get involved in water filtering technologies, managing water supply, creating software for early flood warning and similar. The Netherlands is the world leader in these segments and its experience and technology offer exceptionally good solutions both for public and private sector in Serbia. With this in mind, I have to under-
PLAN
STRATEGICALLY FOCUS Apart from agriculture, which we have been focusing on for very apparent reasons, the other two sectors that we are going to strategically focus on in the following period are water technology and renewable energy resources.
line that we have an excellent cooperation with the Public Investments Office and that, together, we have been devising ways in which to help and encourage municipalities located near rivers to join forces, which is what is being done in the Netherlands. As far as energy goes, the Netherlands has a lot to offer in terms of energy efficiency, biomass and biogas technologies, wind and sun energy, geo-thermal technology and heat pumps. We are very proud of some of our companies like Philips which have participated, with their technology, in the implementation of the first public-private partnership street lighting project in Serbia with the achieved cost savings of up to 70%. The Regional Water Supply and Energy Fair RENEXPO 2017 finished recently with the Netherlands as a partner country. A total of 23 Dutch companies presented themselves at the Fair. I think that this is the best testament to how hard we have been working on creating trust, exchanging opinions and brining new technologies to Serbia. <
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Serbia is an Important Market for Us Loyal associates and strategic approach to business are the key to success of Delhaize Serbia
INTER VIEW
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elhaize Serbia is a part to an international retail chain Ahold Delhaize, which has a support office in Zandaam and operates in eleven countries on three continents. Also, Ahold Delhaize is one of the biggest global retail companies, the leader in the supermarket and online commerce segments, and the leader in the sustainable development segment. The company was founded 150 years ago, and today it has over 375,000 associates and more than 50 million customers weekly. Since its arrival to Serbia in 2011, Delhaize Serbia has been intensely working on widening its product range, and continuously improving its quality, ingredients and design. Company operates through retail chains Maxi, Tempo and Shop&- Go, and its network includes 405 stores. The company has approximately 12,000 associates. How do you arrive at a decision in the company, and how important are for these decisions to reflect your strategy? › The strategy of the company has been
clearly defined and it is based on a strategic framework which encompasses the most important areas of our operation.
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Q U E N T I N ROY E R COO of Delhaize Serbia
We are focused on expanding within our country, and on opening small neighborhood stores in Serbia
We want its implementation to have a strong influence on both our 12,000 colleagues and our customers and partners. We approach decisions in a planned manner and we invest in all aspects of business. Through different initiatives from the area of corporate social responsibility, we contribute to the local community in which we work and live in. We offer our customers a wide assortment of quality and accessible products. We achieve all this owing to our dedicated workers who are our most valuable resource and for whom Delhaize Serbia is a better place to work at. Values are also an important part of the strategy of our company. The ones we nurture are courage, integrity, teamwork, humor, and care, and we want our partners and the community to be able to recognize by those values. We live our mission every day; together we bring fresh inspiration for the better life of all of us. To what extent is Ahold Delhaize’s global strategy adapted to local shoppers? › Our company became a member of
the international retail chain in July
last year. The merger of two big companies is always a stimulating and important thing for local markets, because you have the opportunity to exchange and use the experiences of the best. Ahold-Delhaize’s Better Together strategy is adapted to national markets, with a focus on retaining local identity. We have adopted high standards of sustainable business and we strive to bring this field to the highest level in Serbia using different innovations. What are your development plans for the next period, and are you planning regional expansion? › Company is a market leader and
every day we try to respond to the customers’ needs in the best manner through innovative assortment, accessible prices and top-of-the-line service. We are focused on expanding within our country, and on opening small neighborhood stores in Serbia. In this market, there are opportunities for natural growth which we strive for, and the plan for the following period is to dedicate ourselves to the needs of domestic customers. <
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Trade and Travel
Open adventure-seekers, sober and diligent
ECO NO MY
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he Netherlands has always been a model economy for many of the world’s nations, with the free spirit of the Dutch people, their endeavouring sailors and stubborn sea-battling and land-reclaiming mentality made this economy extremely prosperous. Well, not always. But at least since the period of the Hanseatic League and the end of Spanish rule. And nowadays the Netherlands is positioned firmly at the top. According to the World Bank and the International Monetary Fund, the Netherlands was the world’s 18th largest economy in 2012, though the country only has about 17 million inhabitants. And that means that with GDP per capita of $48,860, it is one of the richest nations in the world. And it doesn’t seem to stop! Between 1996 and 2000, the Netherlands’ annual economic growth (GDP) averaged over 4%, well above the European average. Growth slowed considerably between 2001 and 2005, as part of the global economic slowdown. However, 2006 and 2007 yielded economic growth of 3.4% and 3.9%. Unfortunately, the Dutch economy was hit considerably by the ongoing global financial crisis and the ensuing European debt crisis, but now they are doing better.
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HISTORIA MAGISTRA VITAE Although, surprisingly, the Netherlands is not at all entirely Protestant, the country’s rise has everything to do with Protestantism and its spirits. The rift between the Catholic Flanders and Dutch Netherlands became evident when the common state fell apart and the northern Protestant provinces decided to separate from fiercely Catholic Spain in 1581. Flanders opted in, but the Flemish Protestants opted out, and they enriched Dutch society with their capital. So the young country became one of the leading superpowers of the 17th century and, thus, a colonial power, forming colonies in New Amsterdam (later New York), Brazil (Recife) and discovering Australia. They were the first to permanently settle on African soil, and their descendants now speak the language of Afrikaans, a West Germanic, Dutch-like language. The Dutch standard of living was the world’s highest in the 17th century, and they had a pre-industrial revolution powered by wind and water (sustainable energy, we would say these days, right?). It was called the Dutch Golden Age, and this economic boom ended with first bubbles in trade, as well as with some of the fist stock exchanges and stock exchange crashes.
Still they are the same ol' same ol' Dutch – travel and trade are crucial. Rotterdam is by far the biggest port in Europe and Amsterdam has one of the continent’s biggest airports
DUTCH DISEASE AND THE DUTCH CURE Funnily enough, the Dutch economy gave its name to a negative trend. Namely, the Netherlands discovered large natural gas fields in 1959 and the export of natural gas led to large windfall profits, though as an unforeseen consequence these profits were believed to have led to decline in the country’s manufacturing sector. Thus the unforeseen consequences of the country’s huge energy wealth impacted negatively on the competitiveness of other sectors of the economy, leading to the theory of Dutch disease. However, the Dutch settled their problem with an open economy (they were the first to abolish trade taxes and mint unified coins) and by joining the EU. Still, they are the same ol' same ol' Dutch: travel and trade are crucial. Rotterdam is by far the biggest port in Europe and Amsterdam has one of the continent’s biggest airports. And, of course, don’t forget their food and flowers; don't forget their electrical equipment; don't forget that the Dutch are open, travellers and concentrated… And so is their economy. <
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Trust, Openness and Qualitative Software We stand for high quality products and a working environment where people are encouraged to develop themselves
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e are a company operating in the software development business and we are based in Belgrade. We stand for high quality products and a working environment where people are encouraged to develop themselves and are intrinsically motivated to get the best out of themselves and their work. Trust, openness and qualitative software are our core values and we strive to follow these principles in our daily operations. Our people have a passion for IT and this translates into high value for our clients. We believe in this approach and that it will pave our way to effective and stable growth and help us in achieving our goal to be among the most successful IT firms in Serbia. Why did you choose Serbia as a country to invest in? › Companies in the IT sector tend to look
for outsourcing opportunities in countries with competitive operating costs, but especially, in countries with an established presence of highly educated and skilled people. Simply put, Serbia has both. Another important factor for us, as well as for many of our clients, has been the geographic location and time zone of Serbia. While only some two hours away by air, it is relatively easy to plan visits from clients and project management to our development teams and the other way around. As these regular face-to-face meetings between cli-
INTER VIEW
ents and dev-teams have proven to be crucial in IT outsourcing projects, it has become increasingly important to reduce the distances geographically. No wonder that there is an obvious trend from offshoring towards nearshoring in the IT business. Moreover, IT professionals in Serbia have a more than decent proficiency in English, which obviously helps a lot in our international cooperation. Within Nul Tien we have had a very pleasant experience in working with IT professionals in Serbia, as they are reliable, flexible and generally fit very well within international teams. Also, one of the great advantages in our Dutch-Serbian cooperation is the relative similarity in cultures. Henceforth, I think that we can say that our Dutch founders, two highly successful and well-established IT companies based in the Netherlands, have made an excellent choice in establishing a business in Serbia. In which way the cooperation between teams from the Netherlands and Serbia is organised and which markets you covers? ›We operate with remote development
teams based in our office in Belgrade and work in close contact with our clients or project management in the Netherlands. As all of our teams operate in agile environments, it is of great importance that constant communication lines are estab-
S R ĐA N M L A D E N OV I Ć Nul Tien doo
lished. In order to accomplish this, we use several communication tools. This is established on such levels now that it is almost as teams are geographically together, while, in fact, our teams more than often work from three or more different locations. Although we have experienced this as a quite successful formula here at Nul Tien, we have also experienced that regular visits from and to the Netherlands and face-to-face communication within teams are unavoidable necessities.
What is your field of expertise and tell us more about your clients? › Our field of expertise is the software de-
Nul Tien is proud to say that our people work on projects that generate real value for our clients
velopment business. Concretely, we build web-based and mobile applications for and together with our clients. We strive to work on every project using state-ofthe-art technologies, which are mainly Microsoft based. We understand that our clients place their trust in us and we do everything to deliver for them. Nul Tien is proud to say that our people work on projects that generate real value for our clients. We have clients operating in very diversified industries, ranging from health and insurance, marketing and sales, telecommunications to public institutions in the Netherlands. We are very excited to see how satisfied our clients have been until now. The result of this trust in us has been a rapid growth of our company, especially from within existing project-teams. <
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Growing Interest in Mutual Cooperation Increasingly better bilateral relations between the two countries are accompanied by a more active economic cooperation too with the biggest progress made in agriculture and renewable energy
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ccording to the data collated by the Serbian Chamber of Commerce for the period January – June 2016, the total external trade between Serbia and the Netherlands amounted to 216.5 million EUR. The value of Serbia's export to the Netherlands was 74.3 million EUR, while Serbia imported 142.3 million EUR worth of goods from the Netherlands thus recording a deficit of 68 million EUR. The Kingdom of the Netherlands is a fairly important external trade partner to Serbia. On the list of 164 countries that Serbia exported to in 2015, the Netherlands occupies 21st place in terms of the export value, while on the list of 181 countries that Serbia imported from in the same year, the Netherlands ranked 21st in terms of the import value. The total external trade between the Republic of Serbia and the Kingdom of the Netherlands in 2015 was valued at almost 400 million EUR. The export amounted to 136.8 million EUR, which is a 21.5% hike relative to 2014, while the import in the same year amounted to 263 million EUR and was at the same level as in 2014. According to the National Bank of Serbia (NBS), i.e. the data collating methodology that was used until the end of 2013 (based on the IMF's document „Balance of Payments and International Investment Position Manual“ No. 5), the total net investments by the Dutch residents in Serbia, in the 2007-2013 period, amounted to 1.1 billion EUR which puts
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E X T E R NA L TRADE
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INVESTMENTS From January 2014 to March 2016, the Netherlands made a total of 769-million-EUR worth of investments in Serbia, and it ranked first among the countries with the biggest net non-resident investments in Serbia.
the Netherlands in the 3rd place on the list of the countries with the biggest net non-resident investments in Serbia in the observed period. From January 2014 to March 2016, the Netherlands made a total of 769-million-EUR worth of investments in Serbia, and it ranked first among the countries with the biggest net non-resident investments in Serbia. Serbia is attractive for Dutch SMEs, thanks to the favourable geographic position, customs free access to 15% of the world markets, a highly qualified, hard working, skilled work force, competitive tax rates, and low costs. The Dutch investors have assessed that agribusiness, food and life sciences sectors are the most appealing to them for investing. The Dutch investors regularly visit the Agricultural Fair in Novi Sad. The cooperation of our two countries in the field of agriculture is very developed, primarily because of the complementarities of the two countries, which is why the Serbia has been
selected as one of the seven partners of the Netherlands in the agriculture sector. The High Level Working Group for agricultural cooperation between Serbia and the Netherlands regularly meets in order to foster the cooperation. The Netherlands and Serbia have established a close cooperation in the field of renewable energy too. Recently, the Netherlands and Serbia have established a cooperation in regard to natural disasters, namely floods. Around 23 Dutch companies exhibited in the Dutch Pavillion at the 27th RENEXPO Water & Energy Fair. They held two panel presentations about flood management and ESCO bylaws with over 100 visitors attending each presentation. There is a growing interest in the Netherlands for Serbia as a tourist destination. Last year, 14,000 tourists from the Netherlands visited Serbia. At the fair titled „Active Holidays – Cylcing and Trekking“ which took place in Utrecht in February 2017, Serbia presented its potential in this tourism segment. Serbia's offer was presented at the joint exhibition area of the Danube Centre for Competence (DCC) which comprises of nine Danube countries. The Dutch visitors who came to the Serbian exhibition area were particularly interested in tourism programmes „Sporting and active holidays in Serbia" and "Biking along the Danube" that were introduced by the representatives of the Serbian Tourism Board. <
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From Flat Fields
...to distant shores
T
he Dutch mentality is really strongly defined by the landscape that surrounds them, but also the Lutheran Reformation. It is not surprising, then, that the Dutch have always fought against nature, found inner joy in their flat and sometimes grey landscape, and tried to reach beyond the opulent and visibly lush beauty so frequently seen in the South. ART OF THE ORDINARY Really, what can be more Dutch than Dutch painters, like Vermeer, who captured everyday life in his paintings; or Rembrandt, who portrayed common people, even when they were on their guard? Or what can be wittier than elongated house façades extending upwards due to a tax applied to the length of the façade or the stretch of the street occupied, and not the amount of space taken skywards? The Dutch are masters of celebrating the simplicity of daily life, the commonplace. They are gentle, smiling and helpful. They don't believe you can be a good person, let alone a good Christian, if you don't perform good deeds on a daily basis. And that gives you a strange feeling in the Netherlands, as though everyone is simple and nice, smiling and riding bicycles. Life is simple enough when you belong here, to paraphrase Morrissey. So shelve your Southern plans. Or whatever plans you have. This is the Netherlands, home to those who will make you feel like you’re home.
PEOPLE AND C U S T O MS
SIMPLE
YOU'RE HOME Life is simple enough when you belong here, to paraphrase Morrissey. So shelve your Southern plans. Or whatever plans you have. This is the Netherlands, home to those who will make you feel like you’re home.
MULTINATIONAL NATION There are two opposing ideas of Europe these days, and they are sharply divided, and both somehow right and both essentially European, though the crucial problem is that they don't get along well. The first idea comes from the likes of Hungary and Poland. Europe can be best seen in Budapest and Krakow – truly European cities as Europe used to be, relatively monolingual but open-hearted to all guests. The other European idea comes from the other side of Europe, from the UK, France or the Netherlands – yes, from those guys who had colonies all over the world and grew accustomed to many different religions, physiognomies, races, languages and cuisines. The Dutch culture is arguably the most
plurinational and multiracial in the whole of Europe, with the percentage of people not of European origin or ethnicity at its highest in the Netherlands. Look at Amsterdam, which is a kind of a new Babylon... hence the tolerance. This city extends to include many interesting districts and has a relaxed attitude towards pot-selling ‘coffee shops’, but is truly tolerant. SPORTSMEN Together with their splendid physique – the Dutch are officially the tallest people on the planet (okay, the Balkan people are not far behind) – comes a love of sport. And what is love without ability? Tall people make excellent volleyball players and the Dutch are a football superpower. We also shouldn’t forget the multitude of other sports at which they excel, such as field hockey or cycling. If we take everything into consideration, we can see that the Dutch are not only lovers of tolerance and travelling, of other cultures, fun and sobriety strangely mixed, but they are also lovers of healthy lifestyles. Mens sana in corpore sano, as they use to say, and the Dutch seem to apply that. Wait… Tolerance and travelling; openness to other cultures; fun and healthy lifestyles; and sobriety during work; and high standards of living?!? Say no more, say no more! <
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The NETHERLANDS
Ž I K ICA MI L O Š E VI Ć
IN FOCUS
Simplicity is King And an easy life follows
CULTURE
T
he culture of the Netherlands is generally marked by the nation’s main characteristics, which are sobriety derived from Lutheran and Calvinist traditions, the mercantile spirit, the spirit of exploration and cultural liberalism (giving asylum to virtually anyone who felt oppressed). Their tolerance was sometimes unusual when it comes to certain aspects of life, like the legalisation of certain habits, professions or practises, as well as same-sex marriages (at the time). But the Dutch culture is always a bit of a step beyond. THE GOLDEN AGE Of course, what is culture without money? So the Dutch Golden Age represents the peak of Dutch culture, when there was an enormous output of every kind of art. So, for instance, the painting of the Dutch Golden Age was among the world’s most acclaimed at the time, during the 17th century. There was an enormous output of painting, so much so that prices fell significantly during the period. It was during the 1620s that Dutch painting broke decisively from the Baroque style, as typified by Rubens in neighbouring Flanders, into a more realistic style of depiction, very much concerned with the real world. Types of paintings included historical paintings, portraiture, landscapes and cityscapes, still-life and genre paintings. In the last four of these categories, Dutch painters established styles that provided the backbone for art in Europe for the next two centuries. Paintings often had a moral subtext. Dutch painters, especially in the northern provinces, tried to evoke emotions in the viewer by letting them be an observer of a scene of profound intimacy. Many genre paint-
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ings, which seemingly only depicted everyday life, actually illustrated Dutch proverbs and sayings, or conveyed a moral message, the meaning of which is not always easy to decipher today.
correctness when it comes to customs, although they are extremely polite and correct, this “Santa's Little Helper” will keep his boot-polish blackened face and will continue to help Sinterklaas. The Dutch are also fierce beer lovers, and they know how to produce it. Amstel and Heineken might be the two best known brands, but the Dutch tradition of beer brewing and drinking is one of the most prominent in the world, and it is no wonder that the Netherlands is, as we mentioned, the world’s second largest beer exporter. <
SANTA CLAUS AND THE HOME OF THE REFUGEE What we said about the Dutch economy and colonial trade and spirit also applies here. The Dutch were great importers of culture (giving refuge to the Calvinist French after the St. Bartholomew’s Day massacre, in the Netherlands proper
and in South Africa; and accepting Jews from Spain and Portugal, in both the Netherlands and Pernambuco), but they were also responsible for introducing Santa Claus, or Father Christmas, to America. Namely, like among Rusyns in Serbia, it is not Father Christmas who gives children presents at Christmas, but rather it is St Nicholas, which is the older tradition. Sint Nicolaas, or Sinterklaas, evolved into Santa Claus, though he is not a female Spanish saint at all. Sinterklaas has a companion known as Zwarte Piet. Since the Dutch don’t give a damn about political
Sint Nicolaas, or Sinterklaas, evolved into Santa Claus, though he is not a female Spanish saint at all
The NETHERLANDS
Ž I K ICA MI L O Š E VI Ć
IN FOCUS
Spectacular Plains Tranquillity, old cities, canals, vibrant spirit
I
TOUR ISM
t is perhaps because I’m from Vojvodina that I could never imagine my life somewhere beyond the flat fields. Some people may argue that mountainous landscapes are superior, but flat northern fields, calm rivers and canals, historical cities full of vibrant people, as well as long sandy beaches, promise a flavour of true pleasure, which is what the Netherlands offers! And this is why the Netherlands is a tourism giant. No wonder, then, that around 10.8 million foreign guests visited the Netherlands in 2010, according to Netherlands Statistics (CBS). In addition, Dutch people amassed 17.7 million
overnight stays in hotels, bed & breakfast accommodation, holiday homes and campsites in their own country. Most foreign tourists come from Germany, followed by the UK, Belgium and the U.S. In 2014 the Netherlands was visited by 13.9 million foreign tourists, of which nearly four million came from Germany. In 2012, the Dutch tourism industry contributed 5.4% to the country’s total GDP and 9.6% to its total employment. Foreign tourists stay mainly in Noord-Holland and Zuid-Holland, while Dutch people prefer Gelderland and Limburg. This is quite logical, given that they are land-
locked and far away from central cities like Amsterdam. Many foreign tourists, of course, visit Amsterdam first, if not only. The city is popular for its ‘coffee-shop’ area of De Wallen, especially if pot smoking is something strange or even forbidden in your country or culture. Daily boat tours run through the canal belt in the historic city centre, offering visitors unique views of the legendary façades and cyclists. The Museum Square hosts the famous Rijksmuseum, Van Gogh Museum and Concertgebouw. Other Amsterdam tourist attractions include the Flower Market and Artis Zoo. The country’s second most popular city, Rotterdam, was heavily bombed during WWII and is famous for its large port and architecture, while the city’s skyline is famous and includes special buildings like its cuboid houses and the Markthal. Rotterdamers CI T I E S
OPEN-SPIRITED You can get lost in many Dutch cities, among their red brick façades and unique atmosphere that is a combination of gloomy and cheerful, and the open-spirited Dutch.
did the only thing possible after their city was flattened – they reinvented it from the rubble! Other major cities, like The Hague and Utrecht, are also famous for their architecture. However, the Netherlands has much more to offer, such as the coast of the North Sea and the Wadden Islands, with long beaches and dune areas, and IJsselmeer Lake, which provides excellent opportunities for sailing, and picturesque cities like Harderwijk and Elburg. In the north and middle of Gelderland lies the Veluwe, the largest forest in the Netherlands. So, you can even go for a summer holidays in the Netherlands! In the times when it was the only accessible option for everyone, the country was blooming, while now it is simply enchantingly exotic! Maastricht, a city with a distinct atmosphere, is a popular destination for Dutch tourists, but is also a popular daytrip destination for many visiting Aachen, Luxembourg or Liege. You can get lost in many Dutch cities, among their red brick façades and unique atmosphere that is a combination of gloomy and cheerful, and the open-spirited Dutch. Relax, sit back and enjoy Dutch beer and hospitality, and the atmosphere. So, all in all, flat is not necessarily boring and drab. A grey sky does not imply a grey soul. It is all up to you. Life is what you make it, and the Dutch have made it, so they can make it for you too! <
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C O R P O R AT E
Merkur Insurance with Jamie Oliver's Chefs Started "The Revolution in Nutrition" Merkur believes that learning cooking from raw ingredients is one of the most important ways for people to take control of their health
M
erkur Insurance marked the May holidays by exclusive cooking courses for the media at Lone Hotel in Rovinj. Merkur began its "revolution in the diet." This is a special preventive programme for all customers of Mercury to learn the secrets of Jamie Oliver regarding healthy food and how to prepare it. Jamie himself joined this event, greeting attendees via video message, and one of his best chefs Jimmy Grant prepared the "Green curry with vegetables in Thai way" while explaining the techniques of food preparation. It was the first in a series of general cooking courses that would take place from May to December and would be held every weekend in the Lone Hotel in
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Rovinj completely free for customers of Merkur insurance. Representatives of Jamie's foundation for food in an intensive five-day course trained the cooks Hotel Lone for this kind of food preparation. The curriculum includes training on a healthy diet, and teaching practical skills training, as well as ethical issues and getting to know the culture of the brand "Jamie's Food Revolution". Merkur believes that learning cook-
"Revolutionary" cooking classes at Lone Hotel will be open to all guests, with a special bonus for Merkur's customers, who will be able to attend classes for free
ing from raw ingredients is one of the most important ways for people to take control of their health. Merkur's media campaign "The revolution in nutrition" for 2017 focuses on the importance of affordable, abundant food for people of all ages. Promoting access to "do it yourself in the kitchen," Merkur's goal involves teaching basic skills in cooking healthy food for all those with an affinity towards a modern, urban, conscious lifestyle, particularly among young people and young families. "Revolutionary" cooking classes at Lone Hotel will be open to all guests, with a special bonus for Merkur's customers, who will be able to attend classes for free. This offer applies to all Merkur customers, regardless of what insurance they have, including health, life, accident and property insurance. Courses can be booked directly at the hotel along with any other Merkur preventive programme or service. According to the plan, the courses will be held every Saturday around noon, with about 8 to 10 participants. Classes will last one and a half hours and will cover the preparation of two dishes, followed by lunch. In high season, here will be organised additional courses, as well as individual intensive courses. <