Switzerland 2021 by Diplomacy&Commerce magazine

Switzerland - 2021 -

SWITZERLAND & SERBIA

NEW COOPERATION STRATEGY H.E. URS SCHMID

MAJO MIĆOVIĆ

Ambassador of Switzerland to Serbia

President of the Swiss-Serbian Chamber of Commerce

GABRIJELA GRUJIĆ Dual education advisor to the Minister of Education, Science and Technological Development

NOBEL PRIZE

The Swiss have produced numerous Nobel Laureates, and most of these Nobel Prize winners are scientists. The country has over 28 winners.

S AY NO TO UNEMPLOYMENT Switzerland has a very low unemployment rate, around 4.8%, thanks to its very stable and prosperous economy.

CHUG CHUG CHUG!

The Swiss consume 36 liters of wine, 56.5 liters of beer, and 8.4 liters of pure alcohol per person per year!

ECO-FRIENDLY

Switzerland has a very low unemployment rate, around 4.8%, thanks to its very stable and prosperous economy.

Focus

SWITZERLAND 2021

T HE RED CROSS BIRTHPLACE

By color-switching the flag one can notice that the Red Cross is not a coincidence. It was founded in 1863 in Geneva, and today has over 97 million volunteers worldwide.

HIGHEST PEAKS IN EUROPE

Switzerland has numerous mountains which are over 3000 meters high, and 48 peaks which are over 4000 meters!

THE MOST LIVABLE AREA

Switzerland is home to two most livable cities in the world regarding stability, healthcare, culture, and environment â&#x20AC;&#x201C; Zurich and Geneva.

COSTLY MEAT

Swiss meat is one of the most expensive in the world. Half a kilogram of meat is around 12-14 CHF, and 200 grams of Kentucky rump steak reaches 37.5 CHF.

3 SWITZERLAND 2021

Focus

INTERVIEW

WE ARE SUPPORTING NATIONAL REFORMS IN A WIDE RANGE OF FIELDS H.E. URS SCHMID

Ambassador of Switzerland to Serbia

I can only but encourage the Government of Serbia to continue to work on the strengthening of the rule of law as an important basis for the further development of the economy and for attracting foreign investments

ety in supporting national reforms in a wide range of fields, stretching from strengthening local administration to mitigating climate change related effects.

READ THIS ON WEB

t the start of my tenure as the Swiss Ambassador to the Republic of Serbia, I note of course that the bilateral relations between our two countries rest on a very solid foundation. Supporting Swiss companies established in Serbia, but also attracting new companies and new investments

Focus

SWITZERLAND 2021

will be amongst my top priorities. Another top priority will be the elaboration of a new cooperation program for Serbia, based on the new cooperation strategy adopted by the Swiss Parliament in 2020. It will allow us to continue to work with Serbian authorities and in partnership with international organizations and with the civil soci-

The current crisis is challenging to countries worldwide. Switzerland is among the hardest hit in Europe. What is the current situation in your country and what measures are in place? The current pandemic has indeed left no country immune from it. The Swiss authorities have been adopting a se-

ries of measures at the federal, cantonal and local levels, with the aim to protect the health of the population and to alleviate the economic and social consequences. Striking the right equilibrium between restrictions of movement and social contacts on the one hand and protecting vital economic activities and interests on the other hand is a delicate balancing act. Given the considerable level of trust that the government in Switzerland enjoys and the fact that there is a well-routed tradition of joint decision taking and of compromise has certainly contributed to maintaining a high degree of social and political cohesion in these very challenging times.

the UN institutions, but not limited to them. In addition to these coordinated efforts at a global and regional level, each country will need to define strategies to support the most affected sectors, like the hospitality sector, transport industries or the arts for instance. This crisis makes us realize the vulnerability of our societies, but by overcoming it, we might be more resilient and better prepared for future challenges.

What do you think will be the biggest challenges for Europe and Switzerland in the coming year related to health and economic crisis?

In general, the overall bilateral relations between Switzerland and Serbia are good and dynamic. There is solid

Due to the globalization of our economies, the current pandemic has wide ramifications all over the world. In my view, it illustrates the necessity to act together and to find common solutions. Switzerland is convinced of the benefits of cooperation and is determined to strengthen multilateral institutions built up in order to respond to such global challenges, starting with

THERE IS CERTAINLY ALWAYS ROOM FOR IMPROVEMENT OF THE COOPERATION, PARTICULARLY IN THE ECONOMIC FIELD

Focus

SWITZERLAND 2021

What are your impressions of the overall cooperation between Switzerland and Serbia? In what segments can the relations between the two countries deepen and improve?

cooperation and exchange in the areas of business, education, science, research and digitization. A strong link between our two countries is certainly the important Serbian diaspora that lives in Switzerland and that is well rooted in both cultures. It contributes significantly to the quality and intensity of our bilateral relations, which are further facilitated by geographical proximity and excellent transport connectivity. There is a growing interest of Swiss investors, recognizing the considerable potential of Serbia, specifically in the ICT sector, renewable energies, food processing, and other industries. Switzerland has made donations towards financing public administration reforms, developing SMEs and strengthening the dialogue between the authorities and citizens. How would you assess the implementation of the reforms in these segments so far? Switzerlandâ&#x20AC;&#x2122;s cooperation programme with Serbia is covering three areas: governance, economic development and employment, and the promotion of sustainable energy and better disaster preparedness of cities. Work is advancing in all these fields at a dif-

ferent speed and to a different extent. Significant progress has been registered with regard to improving public finance management, creating a business-enabling environment and fostering competitiveness. One concrete example is the Science and Technology Park in Belgrade, which is achieving encouraging results with Swiss support for high-tech start-ups. Regarding the advancement of energy efficiency and renewable energies, I observe a growing awareness of its need at all levels, which should translate into reforms that are more substantial. I am convinced that the further development of this sector is not only beneficial for the environment but will also contribute to the diversification of the economy, create additional jobs and help Serbia to achieve its sustainable development goals. Very encouraging are also efforts undertaken in improving local governance thanks to the joined efforts of the Government and the Standing Conference of Towns and Municipalities. The citizen – authorities’ relation stands at the core of Swiss engagement in the area of Governance, especially at the

local level, and we will continue focusing our attention on it. Switzerland supports in Serbia the development of education in the SME sector and culture-related projects in many areas and with substantial funds. Do you know what are the effects of this assistance?

REGARDING THE ADVANCEMENT OF ENERGY EFFICIENCY AND RENEWABLE ENERGIES, I OBSERVE A GROWING AWARENESS OF ITS NEED AT ALL LEVELS The Government of Serbia has decided to introduce dual vocational education in 2018. Like in Switzerland, young people in Serbia nowadays can opt for a dual-track apprenticeship, combining

on-the-job training in companies with lessons at a vocational school. Swiss experts in dual education share targeted advice and experience in this field with their Serbian counterparts. By now, 4% of all students enrolled in VET are already in a dual-track apprenticeship in Serbia, but I am convinced that this number will increase significantly in the coming years. Switzerland also funds a project that has established a new model of workplace-based learning at the local level for young people joining the labor market. This project has resulted in 662 young people finding permanent employment in local SMEs in Sumadija, but also in Eastern and Western Serbia. The project has proven so effective that two municipalities, Čačak and Kragujevac, have spontaneously come forward to financially contribute to the trainings provided under this project. With regard to the promotion of cultural activities, the Embassy is currently preparing a longer term and larger scale cultural program with a special focus on providing support to initiatives that further social cohesion and development. 

THE MAJOR BILATERAL DONORS IN SERBIA Your country is one of the three largest bilateral donors in Serbia, and supports economic, social and democratic reforms in our country. What should be the priorities of the new Serbian Government? — Switzerland is indeed among the major bilateral donors in Serbia. The year 2021 marks 30 years of continuous presence

of our cooperation in the country, focusing on providing support and knowhow to key economic and political reforms. Swiss investments through this program amount to more than 400 Mio Swiss Francs. We count on the Serbian government to keep up its commitment to work on key reforms, from the rule of law to macroeconomic stability and social inclusion.

SWITZERLAND 2021

Focus

INTERVIEW

DIGITALIZATION CREATES THE BIGGEST SPACE FOR COLLABORATION MAJO MIĆOVIĆ

President of the Swiss-Serbian Chamber of Commerce

Due to the pandemic, many companies were forced to explore what can be done with digitalization and new ways of operating in a virtual environment

READ THIS ON WEB

ike many other business associations, the Swiss-Serbian Chamber of Commerce (SSCC), switched to online activities, which facilitated stronger cooperation with partners from Switzerland, such as Switzerland Global Enterprise S-GE. This year, the SSCC held a webinar for its members on the impact of COVID on the Swiss economy, which was attended by the representatives of the largest Swiss business organizations, such as S-GE, Economiesuisse and Swissmem.

The economies of both countries have been hit by a pandemic. What is the forecast for the next year?

With the onset of the pandemic, the global economic system has suffered strong negative shocks to growth rate coefficients. Although being marked-

Focus

SWITZERLAND 2021

ly different in strength, efficiency and financial potential, the economies of the two countries still found themselves dealing with similar problems, especially during the lockdown. There were issues with exports, as well as

MANUFACTURING FIRMS FACE THE CHALLENGE OF IMPROVING THEIR SUPPLY CHAINS AND CHANGING CONSUMER HABITS with the production and processing itself, which all suffered under due to the loss of workforce, transport communications and overall investments. Slow economic growth can certainly

be expected at the global level, with some economic branches, such as tourism and the aviation industry, being severely affected by the situation, while others, such as ICT, have even experienced accelerated growth. Has the coronavirus pandemic expedited digitalization and led to more talk about topics such as cybersecurity and e-commerce? Digital technologies have huge potential. Right now, these are the solutions that keep a social life going, starting from e-commerce to digital government services and virtual teaching. In cooperation with our member, the Atanasković Božović Law Firm, we highlighted the advantages and challenges of e-commerce, which is a large number of companies have resorted to.

As it turns out, ensuring the validity and integrity of business data, the issue of GDPR and in general, cybersecurity, have become one of the most important topics. Namely, the number of so-called attacks on data integrity has tripled, depending on the region, and the effectiveness of attack concepts is becoming alarmingly high. Opening their communication in the process of digitalization of business is something that all companies have to do, but many of them forget to protect themselves on time and become victims of malicious attacks both online and from within. This was the reason why the SSCC has organized several webinars with a leader in this field, Sky Express, where webinar visitors had the opportunity to learn about the latest trends in data protection, methods and tools to prepare for such escalations and what steps to take if the "intrusion" does take place. What challenges are Swiss companies in Serbia facing and how much does border closure affect their operations? All companies had to deal with the necessary work protection measures and enabling remote work. Everything else depends on the type of business activity that the company does. IT firms, which predominate in among the SSCC members, have even recorded an increase in the volume of business activities due to the accelerated digitalization of business. On the other hand, manufacturing firms face the challenge of improving their supply chains and changing consumer habits. Also, the closure of borders has significantly contributed to the reduction of tourism activities, both in Serbia and Switzerland. In which segments of the economic cooperation can Serbian and Swiss companies cooperate more? Digitalization and the ICT sector are areas of cooperation that have the greatest potential when it comes to Swiss-Serbian economic relations. Our partner - Switzerland Global En-

terprise - agrees with this. Together with them, we have organized the webinar called "ICT Landscape in Romania, Bulgaria and Serbia", during which we had the opportunity to present the potential of the domestic market in Serbia to interested Swiss IT companies, including providing information about IT clusters, average salaries and talent pool. The webinar was created as a joint initiative of three Swiss-bilateral chambers from the region. How much will the COVID-19 epidemic affect the further implementation of the Dual Education project? Immediately after the introduction of the state of emergency, the Commission for Development and Implementation of Dual Education formed the Dual Education Crisis Unit, who immediately started devising a plan for

SINCE THE PANDEMIC OUTBREAK AND THE INTRODUCTION OF THE STATE OF EMERGENCY IN SERBIA

recording learning through work lessons and the development of a unique methodology for recording content that was subsequently broadcast on the RTS Planet national platform. During the recent SSCC online conference on dual education, organized jointly with the Ministry of Education, Science and Technological Development, Assistant Minister Dr Grujić pointed out that a team has been formed at beginning of the school year who coordinates the entire process of recording material for dual educational job profiles and ensures the quality of recorded materials. We believe that the Dual Education project continues to develop successfully and is accomplishing visible results. Switzerland is a country of inno-

vation, serious business practices and smart investments. What can we learn from the Swiss and apply in Serbia? Part of the answer already lies in your question. The Swiss economy is one of the three most innovative economies in the world. Quite naturally, that would be one of the most important elements for the Serbian economy to emulate. On the other hand, innovation cannot exist without developed soft skills, individual approach to any business process, and the stance that "nothing is good enough that it could not be even better". Economic efficiency is another important asset of the Swiss economy constant analyses of business success, transparent and meaningful budgeting and the introduction of better lines or better production procedures. In the end, there is the so-called ‘swissability’ element: a complex system of economic life where you, as a business person, have a sincere interest to be successful but not at any cost. Rather, you build your world of quality and sustainability through planned evolutionary steps that will eventually win over less transparent or unfinished production philosophies. You have managed to hold webinars despite the ongoing crisis. How quickly did you adapt to the situation and how did you choose the topics? Since the pandemic outbreak and the introduction of the state of emergency in Serbia, the SSCC has become an information centre that regularly informs its members about new measures, regulations and laws. All webinars are adapted to the current situation, starting with cybersecurity, through economic measures to support businesses and the digitalization of health, a webinar that is planned to take place in early December. Besides, the SSCC is continuing with its regular activities, which include the admission of new members, such as the company that has made the latest Swiss investment in Serbia, Regent Lighting, which headquarters is in Basel. 

SWITZERLAND 2021

Focus

CORPORATE

CONTINUOUS PROMOTION OF WOMEN ENTREPRENEURS

Gender equality in careers in business is the only acceptable way for a sustainable business future

CLICK ON ICON

VESNA BAUR

Director Basna, d.o.o.

esna Baur is the recipient of the Flower of Success for a Fearless Woman Award for 2020 in the category of ecological innovations. Her business - charcoal production for special applications (like animal feed additives) - produces renewable heat energy and at the same time, it removes CO2 from the air, thus ensuring carbon-negative energy production. Charcoal in animal feed reduces the need for antibiotics and her newest charcoal product results in an increase in milk production between 5% and 25 %. Although COVID occupies media space on a daily basis, there is a much bigger problem ahead that will put our civilization to the test in the years to come. We are talking about greenhouse warming. We can already see the effects of climate change in dying coral reefs and having the 10 hottest years since industrialized times. Although we have to deal with the COVID daily, global warming is vicious because it's creeping up on us very slowly and we can only feel the effects over time. That's why it is difficult to comprehend and we don't feel the need for immediate action. As far as the damage that global warming produces in monetary terms, it will cost us

Focus

SWITZERLAND 2021

much more than what the COVID pandemic is costing us now. Just think about the dislocation of millions of people or the loss of cultivation land. In our country, where environmental problems are not widely discussed in the media, and where women rights and gender equality are lagging behind developed countries from Central Europe, it is a remarkable achievement to be awarded an ecological award from the Association of Business Women of Serbia.

MOVEMENT

Removing barriers and breaking down prejudices in women's entrepreneurship is an ongoing movement Two major aspects are important for a professional women business association. A successful and visible career cannot be built without a solid network. The role of the Association of Business Women of Serbia, which provides valuable opportunities, reliable support and continuous promotion of women entrepreneurs, is of great importance. But also these are women who inspire us with their achievements, and when the Association awards someone it awards recognition. It's the choreo-

READ THIS ON WEB

graphed interaction between being an award recipient and the desire for being respected that brings out the best in people and eventually leads to success. Gender equality in careers in business is the only acceptable way for a sustainable business future. In economic affairs, we cannot ignore that half of the world's population is female. Removing barriers and breaking down prejudices in women's entrepreneurship is an ongoing movement. Through personal examples, women can be encouraged to start their own business, implement their ideas, make themselves heard or change career. Because everything is possible. Coming back to Vesna... She is the fourth woman from the Nadežda Petrović Women's Business Association from Čačak who is the recipient of the Flower of Success for a Fearless Woman Award. She’s immensely proud of the award, while she also honours a tradition. The combination of the above-mentioned circumstances has resulted in motivation and persistency. In terms of Vesna's charcoal product for dairy cows, this poses a next challenge for her, i.e. she needs to explain to Serbian farmers that they have been doing things wrong in the past. Reasonable arguments alone are not enough, even if they can improve productivity and do something essential and important for the environment... 

11 SWITZERLAND 2021

Focus

CORPORATE

ENTERING 2021 AMBITIOUSLY WITH NEW SERVICES AND PLANS The new CarGo Butler service is a premium service that will not be cheap, but we reckon that there are people who will appreciate that quality and will be willing to spend a little more money for a higher level of service than the average delivery we are all used to

READ THIS ON WEB

VUK GUBERINIĆ

CEO of CarGo

W 12

e talked with Vuk Guberinić, CEO of CarGo, about the new services the company is developing. In this interview, he spoke about a specialized, recently launched service called CarGo Butler: "CarGo Butler is a new project that was officially launched two months ago. We signed a contract with almost 200 restaurants. On the one hand, we work in partnership with restaurants, pharmacies and retail chains, and on the other, we engage our partners - the Butlers - to be personal assistants to customers, to deliver higher quality, as soon as possi-

Focus

SWITZERLAND 2021

ble, at the address where the customer currently is, “ Mr Guberinić says. How far have you come with the implementation of the CarGo Butler project, which you told us about in late August, and which has been advertised with through a fantastic campaign in recent weeks?

OPPORTUNITY

As a development opportunity, mobility was the spark that led to a large number of new users registering for a new service

— The goal is for all users to be able to rely on Butler when they need a product, and that is in the comfort of their home or the comfort that using a single application for multiple services provides. Our goal is to become one a fintech platform which will assemble several service providers, and where, in one place, the user, once registered, can buy something with one click, be it the best burger or sushi, and for that to be delivered to them within an hour or two, at the address they say. Unlike before, as it was the case with some courier service, when you, for instance, buy an armchair online, courier service arrives at 14:55 to pick it up, the store is open only until 15:00, you are in your office and still have to wait until Monday for the armchair to be delivered. Is there room in Serbia for services like Butler? Can courier services in Serbia keep up with the development of e-commerce and did you see an opportunity for yourself there?

— We see a great opportunity for us, for the CarGo Butler service, i.e. in the premium or ultra-fast delivery. We focus on hyperlocal and we want to see over 1,000 Butlers on the streets of Belgrade. A lot of people are dissatisfied with the courier services they are using since they couldn’t keep up with the development of the E-commerce market as they were unprepared for it. Our service will be a premium service and we will set a new standard, starting from uniforms to speaking to customers, i.e. the way our Butlers are addressing them. We see an opportunity in ultra-fast delivery or same-day-delivery service. All our customers need is laptop cable. With several clicks in the application, they can buy what they want and have that delivered to them in one or two hours to any address in Belgrade. This service will not be cheap, but we reckon that there are people who will appreciate that quality and will be willing to spend a little more money for a higher level of service than the average delivery we are all used to. Has this crisis perhaps accelerated the development and application of new technologies, new services, and the development of new partnerships? — It has. The crisis has drastically accelerated development. We had an idea of which direction we wanted to go. It all started with the mobility sector and the disruption of an industry that did not use any technology. That was our starting point and we have accomplished great success later on. I am proud of the company and all my colleagues because we implemented this. We are one of the e-commerce pioneers in Serbia and we entered this business without compromise. We did not accept mediocre solutions or old-fashioned payments, or the situation where you just click on something and buy it, which, in all actuality, just means sending a signal to the postman to deliver it to you and you pay for it. Even today, I think we are the only company in Serbia that operates exclusively online, and we are proud of that. We process a large number of online transactions, millions, in fact, and that experience takes us further. We learn from people from both the West and the East, we do something they have already done there, which is something

that millions and even hundreds of millions of people are already using. A year ago, did you even anticipate that you will enter into a partnership with restaurants? — As a platform, CarGo has entered a new segment and that is a partnership with restaurants. Obviously, we are not going to work with every single restaurant in Belgrade, but we are strategically and carefully choosing restaurants that are worthy of attention and have quality products. As everyone is now affected by this crisis, we are looking to act as a proper partner to them from the very beginning and through promotions and our campaign to help them to survive these difficult times. As a result of reduced working hours, the people in the catering business are facing a grow-

NEW SEGMENT

As a platform, CarGo has entered a new segment and that is a partnership with restaurants ing problem and uncertainty. We understand that, and we are trying to act as a good partner and together, to reach more than a million of our registered users online to offer them something that nobody else is offering and by doing so, to help our partners. The response so far has been good which is very important to us. This campaign has demonstrated the power of our brand and everything we have done in the past five years has yielded results. Of course, we have our partners, who are on the Belgrade streets every day, and without whom nothing would work. We are grateful to them, we are doing our best to provide them with the best conditions possible and we have a lot of novelties for them that we are preparing in the future. Is it too early to give a forecast for next year? Some people are saying that this crisis will be perhaps worse than the 2008 one? — It could be worse, but we are not stop-

ping. We are trying as hard as we can to maintain the existing business and improve everything we want to implement, as well as to create a serious fintech application for our platform. Our idea is to offer users 6 to 7 services in just one application. We are now in a transit period, so to speak, i.e. a period of user education because we are focusing hard on educating people that they can find everything they need in just one application. In the beginning, the users’ feedback was mostly about why we were not making a completely new application. So, we did that, but the idea is to act strategically and tell the user “OK, you maybe don’t need food delivered today, maybe you won’t need it tomorrow too, but one day you will” or “One day, you will need the Butler service for quick delivery. We are a one-stop-shop that is easy to use.” What is CarGo preparing for next year and do you have long-term plans considering the current circumstances? — We are preparing to re-design the application and a couple of new services, one of which I can announce for the first time interview. It’s called CarGo Medical and this is an exclusive announcement. CarGo Medical will also be an integral part of our application as a loyalty programme in the medical sector. Our members will be able to buy one CarGo Medical loyalty card annually and they will be able to use the card in one of the 1,500 health institutions in Serbia that have concluded a contract with us. Thanks to this service, CarGo will become the mission white services, as they call it in Western countries. That service should have been already launched, but it has been delayed a bit because of the current situation. We have serious plans for next year in terms of electrification of our fleet. That’s one of the big projects and we will have external partners to carry that out. There are also a couple of other services in the making, which will change a lot of habits about buying online and paying for services both online and offline. This will be made possible through the CarGo Pay service. Our customers will also be able to send money via this service. This is a market that is on everyone’s lips but we have seen very little success until now in that segment. 

SWITZERLAND 2021

Focus

CORPORATE

CHALLENGES MOTIVATE US TO BE EVEN BETTER Nestlé is on track to achieve a successful business year, and the numbers prove it – in the first three quarters of 2020 we noticed an organic growth of over 3%. Locally, we are growing even faster, which in turn increases our contribution to commerce

READ THIS ON WEB

CLICK ON ICON

MARJANA DAVIDOVIĆ

Country Manager Nestlé Adriatic Hub South

arjana Davidović assumed the position of Country Manager of Nestlé Adriatic Hub South on 1 November 2020, succeeding Marian Marinov, who will remain as Head of Finance & Control for SEE markets. Marjana Davidović garnered extensive experience by contributing to the rise of sales in Nestlé. She began her career in Nestlé in 2007 as a Sales Development Manager, moving to the position of Director of Sales in 2013. The excellent results she achiever recommended her in 2019 for the position of CEO for NESCAFÉ in Poland, from where she moved to the leading position of the company in Serbia. For D&C magazine she speaks about Nestlé`s response to crisis, business results and future plans.

This year has proved challenging for numerous companies. Do you believe

Focus

SWITZERLAND 2021

Nestlé adequately responded to all the hardships brought about by the outbreak of COVID-19? — The safety of our employees, business partners, and the community we are doing business in remains paramount. We took extensive steps to make sure our colleagues can continue working remotely, while our field workers were provided with all the necessary safety gear. Through education, we made sure that our employees have the latest information about the outbreak, thus raising the awareness

EDUCATION

We have very ambitious plans, with an emphasis on educating our employees and the digitalization of our business. We expect continued growth in all segments and launching new categories

about the situation to a higher level and making sure they and their families remain safe and healthy. We paid extra attention when it comes to the local community, making sure that we set a good example on how to protect yourself. Owing to the timely reaction of our supply chain, distribution centers, and our partners, we managed to secure uninterrupted production and make sure the shelves are stocked even during the pandemic. This will remain our priority for the upcoming period, until we, both as a member of the society and a commercial subject, return to a normal state of affairs. It should be noted that the feedback from the employees to the undertaken measures was overwhelmingly positive. This is extremely important for the entire company and for the results we managed to achieve. Are you satisfied with the business results achieved by Nestlé so far during this year? — Despite the pandemic, Nestlé is on track to achieve a successful business year, and the numbers prove it – in the first three

quarters of 2020 we noticed an organic growth of over 3%. Locally, we are growing even faster, which in turn increases our contribution to commerce. Our strength lies in a strong and diverse portfolio that showed significant resilience during the course of the pandemic. I am very satisfied that we, as leaders in numerous categories in the local market, showed courage and swiftness to react and adapt to new circumstances. Good results are not a reason to let down our guard, so we will continue to timely adapt to new market trends such as the digitalization of our business and communication with consumers, which increases our efficiency especially in an environment where changes occur daily. Can you reveal your future plans, now that you have assumed the position of Country Manager for Nestlé Adriatic Hub South? — We have very ambitious plans, with an

emphasis on educating our employees and, as I previously mentioned, the digitalization of our business. We expect continued growth in all segments, launching new categories, and further adaptation to the

RESILIENCE

Our strength lies in a strong and diverse portfolio that showed significant resilience during the course of the pandemic current circumstances. We will continue to work on preserving the environment with great fervor, as well as continue the investments in the Nestlé Surčin factory that became the first factory in Serbia to achieve the “Zero Waste to Landfill” goal

last December, i.e. not a single gram of waste from the factory ends up on landfills but is rather recycled or repurposed. We will not give up on creating numerous opportunities for young professionals to develop and hone the skills that will make it easier for them to succeed in their future careers. We have moved the bulk of these activities into the online domain, so that we may continue educating young people and sharing knowledge without any additional risk. So far, we have brought a myriad of innovations to the local and regional market, while continually improving our products so that we may provide the consumers with the best possible quality. During the previous period, we have made numerous donations to hospitals through medical equipment and we have helped the marginalized groups by donating our products. However, we will wakefully monitor the developing pandemic situation and we plan further donations to aid the community we are a part of. 

ZERO WASTE TO LANDFILL We expect continued growth in all segments, launching new categories, and further adaptation to the current circumstances. We will continue to work on preserving the environment with great fervor, as well as continue the investments in the Nestlé Surčin factory that became the first factory in Serbia to achieve the “Zero Waste to Landfill” goal last December, i.e. not a single gram of waste from the factory ends up on landfills but is rather recycled or repurposed.

SWITZERLAND 2021

Focus

CORPORATE

WE ARE BRINGING REVOLUTIONARY APPROACH TO PATIENTS

One-time cell and gene therapies deliver benefits to patients, healthcare systems and society. They also introduce a number of unprecedented complexities in diagnosis, treatment, care, manufacturing and distribution

CLICK ON ICON

READ THIS ON WEB

FILIP ŽORIĆ

Novartis Oncology, Franchise Head

urrent healthcare systems are designed to actively manage chronic conditions. They are not set up for therapies that are designed to work for a lifetime following a single infusion. At Novartis, we’re collaborating on the cell and gene therapy frontier to bring this revolutionary approach to patients with a variety of diseases including certain deadly cancers.

Novartis advances in Oncology: — Cancer doesn't stop for COVID19. Each year there are more than 14 million new cases of cancer worldwide and the number of new cancer cases per year is expected to rise to 23.6 million by 2030. Therefore virus or no virus, cancer care must be tackled with collaboration at all

Focus

SWITZERLAND 2021

levels of society to ensure that people with cancer have guaranteed access to treatments and consultations, no matter what challenges may come. From our part, as innovative healthcare company, Novartis is determined

SUPPORT

Novartis in Serbia supported the Government with donation for the supply of medical equipment to revolutionize the development and manufacturing of innovative, high-quality medicines that help to improve and extend people’s lives. Novartis scientists working in Oncology seek to learn how to wipe out cancers rather than stop their spread. With over 10,000 associates in

more than 85 countries, with an unparalleled portfolio of therapies with 22 drugs on the market and a broad pipeline with over 10 new molecular entities in our clinical oncology pipeline, we are one of the largest global developers and providers of practice-changing medicines. Latest example of such break throigh innovation are CAR-T therapies. Novartis pioneered the introduction of CAR-T cell therapy as an approved treatment for B-cell malignancies. Since 2012, we have partnered with the University of Pennsylvania, leading to the first approved CAR-T cell therapy in any disease state. This treatment is now approved in two indications for patients with certain blood cancers across four continents— Asia, Australia, Europe, and North America. Novartis is committed to building on this innovation and beyond, researching its CAR-T cell therapy in various clinical trials and constantly seeking new platforms to expand into new areas. CAR-T

cell therapy is a cutting-edge immunotherapy that uses specifically altered cells from your immune system to fight cancer in your blood. And here we come to the term “personalized medicine”. All of us are unique individuals, and the idea of treatment tailored to the patient reaches its full meaning in cell and gene therapy, with a potential to treat and even cure many intractable illnesses. COVID-19 response in Serbia — Novartis in Serbia supported the Government with donation for the supply of medical equipment as well as patient groups’ programes such as free transfer for patients to clinics, telemendicine project, web conferences and online lectures - enabling patients to establish online contact with healthcare experts during

GROWING

The pandemic made us better understand the growing need of digitalization in all the aspects of life pandemic. Our associates in Serbia engaged in online volunteering within AmCham initiative making available medical literature to the healthcare experts of the Crisis Team of Serbia for the Suppression of COVID-19. Artificial inteligence — The pandemic made us better understand the growing need of digitalization

in all the aspects of life. In healthcare, artificial intelligence (AI) can accelerate drug discovery and health delivery and also shift countries’ health systems from being reactive to proactive - and even predictive. While healthcare systems are already collecting variety of health data, the question actually is how they are used for the benefit of patients. Well used real-time data can inform planning and resource-allocation decisions to reduce costs and improve the overall quality of care, while digitized data collection can help healthcare systems detect risk factors in advance and respond quickly to prevent disease. As a member of Digital Serbia Initiative we are participating in strategic programs in the areas of public dialogue on digital transformation and innovative e-Health solutions. 

INNOVATIVE HEALTHCARE From our part, as innovative healthcare company, Novartis is determined to revolutionize the development and manufacturing of innovative, high-quality medicines that help to improve and extend people’s lives. Novartis scientists working in Oncology seek to learn how to wipe out cancers rather than stop their spread. With over 10,000 associates in more than 85 countries, with an unparalleled portfolio of therapies with 22 drugs on the market and a broad pipeline.

SWITZERLAND 2021

Focus

INTERVIEW

EVERY YEAR WE ARE MAKING PROGRESS IN THE DEVELOPMENT OF DUAL EDUCATION GABRIJELA GRUJIĆ

Dual education advisor to the Minister of Education, Science and Technological Development

The main task was to ensure that students, who attend dual educational classes, have the opportunity to continue quality education in the current situation, which we accomplished through the involvement of a large number of schools and companies

READ THIS ON WEB

e talked with Gabriela Grujić, dual education advisor to the Minister of Education, Science and Technological Development, about ways in which teaching is conducted during the pandemic in the context of dual education, what companies and in which way were involved in the organization of classes, how did the Dual Education Week look like and

Focus

SWITZERLAND 2021

THE INVOLVEMENT OF COMPANIES IN RECORDING VIDEO MATERIAL FOR DISTANCE TEACHING IS THE RESULT OF A SUCCESSFUL

the cooperation with the Swiss government on the implementation of the dual education project in Serbia. How did the Ministry of Education, Science and Technological Development (MESTD) respond to the pandemic and conduct teaching in terms of dual education? Once the state of emergency was de-

clared in the Republic of Serbia due to the epidemiological situation, the Ministry of Education, Science and Technological Development has begun implementing distance learning process. In reaction to the new situation, the Commission for the Development and Implementation of Dual Education made a decision on the formation of the Crisis Group for Dual Education at an extraordinary session. The Group’s main task was to provide students who attend dual educational classes with the adequate opportunity to continue quality education in the current situation, which was accomplished by including a large number of schools and companies in the process of recording theoretical classes and topics for learning through work. With the beginning of the new school year, a new cycle of recording classes began. Did the companies get involved in the whole process of holding classes? A significant number of companies that normally cooperate with schools in the realization of learning through work also responded to the invitation of schools. The involvement of companies in recording video material for distance teaching is the result of a successful, long-term cooperation between schools and companies in the implementation of vocational education. Classes for dual educational profiles were recorded in equipped classrooms-workshops and companies. The MESTD has appointed schools/ coordinators and their principals to synchronize the recording of teaching units in those areas of work relating to dual education profiles. Besides a coordinator for certain educational profiles and areas of work, a national coordinator, who is also a member of the Commission for Development and Implementation of Dual Education, has been appointed to monitor the entire recording process. In collaboration with companies, schools/coordinators have been recording classes for dual education on a weekly basis and submitting reports that are reviewed in detail by

the Sector for Dual Education to ensure quality. Even during the pandemic, you have managed to hold the already traditional Dual Education Week. What did it look like in the current conditions? Under the auspices of the Dual Education Week, on October 29, 2020, we held an online conference called "Dual Education - Challenges and Opportunities During and After COVID-19". This online conference was organized as part of the project implemented by the Swiss Agency for Development and Cooperation, called "Support in the Development and Establishment of the National Model of

WE OPENED THE EVENT TOGETHER WITH THE DEPUTY DIRECTOR OF THE COOPERATION OFFICE OF THE SWISS EMBASSY Dual Education" in cooperation with the Ministry of Education, Science and Technological Development and the Swiss-Serbian Chamber of Commerce. We opened the event together with the Deputy Director of the Cooperation Office of the Swiss Embassy, Derek George, and the President of the Swiss-Serbian Chamber of Commerce, Majo Mićović. On the occasion, Dr Ursula Renold, professor at the Swiss Federal Institute of Technology in Zurich, spoke about the impact of COVID-19 on dual education in Switzerland, and especially praised the efforts and devised procedure for recording online classes for dual educational profiles in Serbia. As a participant in the Dual Education Week, Dr Renold outlined the following: "Dual education is a demanding type of education, and you have already put it on its feet. Our studies show that you have been progressing every year. We have not reached

the end of the road, so to speak, as we have identified some things we need to work on, but we have gained an overview of the bigger picture. I would like to congratulate Serbia for being on the right track.” Dr Renold also pointed out that she has very positive impressions and that she will continue to work and develop the dual education system in Serbia. Over 100 participants - representatives of institutions, international development partners, experts in vocational education, bilateral chambers of commerce, schools, companies, and students – attended the event. How important is the Swiss Government’s contribution to the development of dual education in Serbia? The Swiss Agency for Development and Cooperation (SADC) has been implementing the project "Support in the Development and Establishment of the National Model of Dual Education” since 2018, and through it provides transparent support to the Commission for Development and Implementation of Dual Education of the Government of Serbia based on the Dual Education Law. The ultimate goal is to support the development and realization of the National Model of Dual Education, which contributes to students acquiring competencies that are relevant and needed by business, all with the view of boosting their chances of finding work after completing dual education. The SDAC’s support means a lot, and I would especially like to highlight the documents that were written under the auspices of the said project three bylaws regulation dual education (rulebooks), framework for monitoring and evaluation of the National Model of Dual Education, Communication Strategy and a Master Plan for the Implementation of the Law on Dual Education, as well as important research assessing the driving forces and barriers to implementing the Dual Education Law which are being implemented in cooperation with the Education Systems Chair of the Swiss Federal Institute of Technology in Zurich. 

SWITZERLAND 2021

Focus

CORPORATE CLICK ON ICON

DIVERSITY OF THE TASKS AND RESPONSIBILITIES At Novartis International AG, Myrtha Hurtado Rivas holds a role as Head of Legal Brand Protection, which she has occupied since 2016, Myrtha is in charge of the global brand protection strategy for all divisions of Novartis (Novartis Pharma, Sandoz, Alcon and Novartis Oncology), including anticounterfeiting support, parallel trade and litigation. She has been with Novartis for the last 14 years

MYRTHA HURTADO RIVAS

Head of Legal Brand Protection at Novartis International AG, Switzerland

M 20

yrtha Hurtado Rivas is a prominent figure in the international Intellectual Property law scene. Although she received a masterâ&#x20AC;&#x2122;s degree in Advanced International Studies from the Diplomatic Academy of Vienna and started her career as legal counsel in the Peruvian Consulate General in Zurich, Myrtha soon switched to Trademarks. She started working at the Swiss Intellectual Property Office, which not only provided excellent training but also development opportunities. After beginning as a Trademark examiner, she moved to a managerial position in the Office.

Focus

SWITZERLAND 2021

READ THIS ON WEB

In her current role as Head of Legal Brand Protection at Novartis International AG, which she has occupied since 2016, Myrtha is in charge of the global brand protection strategy for all divisions of Novartis (Novartis Pharma, Sandoz, Alcon

SUPPORT

Her profession, but also her wandering spirit, have taken Myrtha to many places across the globe, but Serbia has a special place in her heart, and she has visited Belgrade many times for meetings with IP attorneys at MSA IP - Milojevic, Sekulic and Associates

and Novartis Oncology), including anti-counterfeiting support, parallel trade and litigation. She has been with Novartis for the last 14 years, where for the first six years she worked at Sandoz as Global Head of Trademarks and Domain Names, and then moved to the same position at Novartis Pharma. One of the things that she enjoys most in her work is the diversity of the tasks and responsibilities. She also very much appreciates the chance to work with colleagues and associates across the globe, and thus to consider issues from different national perspectives and learn about various cultures and legal systems. That fits well with her background of being born in Switzerland to Peruvian parents and having lived in different countries. Myrtha is a firm believer that nowadays you need an entrepreneurial mindset to succeed in the legal profession. â&#x20AC;&#x17E;Most lawyers have solid knowledge, but what

really sets apart a truly excellent one is a proactive approach and strategic thinking“, she says. „I’m very happy to be able to say that I’ve come across many such Intellectual Property lawyers across the world, and that there is a healthy competition between law firms, with more and more trying to be up-to-date with the latest legal developments and technological solutions“. Her profession, but also her wandering spirit, have taken Myrtha to many places across the globe, but Serbia has a special place in her heart. She has visited Belgrade many times to meet external counsel at MSA IP – Milojevic, Sekulic and Associates, an Intellectual Property law firm that represents Novartis in Serbia, but also in many other countries in the region. Long brainstorming sessions with colleagues from Belgrade, sometimes over ćevapčići, her favorite local

GROWING

Outside of her work at Novartis, Myrtha serves as Executive Producer at LEADERCHING, the project that she started recently with the idea of leveraging the learnings of others dish, have made a strong impression on Myrtha. „I have had a chance to appreciate the high level of commitment, diverse set of capabilities – be it language-wise or subject matter expertise – and most importantly, the high flexibility all associates demonstrate“, says Myrtha. „As a person living in Switzerland, in the past

I often overlooked the fact that talent can be found just a 1,5 hour flight away in Serbia“. Intensive work cooperation has turned into friendship and many memorable moments shared with local colleagues, be it exploring nature and famous sites of Serbia or enjoying Belgrade’s exciting nightlife. Outside of her work at Novartis, Myrtha serves as Executive Producer at LEADERCHING, the project that she started recently with the idea of leveraging the learnings of others and providing a different perspective than the one one may get or experience in his/her own working environment. LEADERCHING is based on the principles of active listening, openess, and diversity and inclusion, and translates to weekly podcasts in English and Spanish during which various topics are discussed with guests coming from different backgrounds. 

MEETINGS IN BELGRADE WITH MSA IP – MILOJEVIC, SEKULIC AND ASSOCIATES She has visited Belgrade many times to meet external counsel at MSA IP – Milojevic, Sekulic and Associates, an Intellectual Property law firm that represents Novartis in Serbia, but also in many

other countries in the region. Long brainstorming sessions with colleagues from Belgrade, sometimes over ćevapčići, her favorite local dish, have made a strong impression on Myrtha.

21 SWITZERLAND 2021

Focus

EDUCATION

THE APPRENTICESHIP PULSE IN SWITZERLAND DURING COVID-19 By Thomas Bolli, Katherine M. Caves, Filippo Pusterla, Ladina Rageth, Ursula Renold, Aranya Sritharan, Sandra Trachsel Díaz-Tejeiro

READ THIS ON WEB Ursula Renold

n Switzerland, VET has a high relevance for young people and companies alike. After compulsory education, two-thirds of a cohort start a VET program, mostly in a dual VET program. These programs combine school learning with workplace training, so apprentices spend 1-2 days per week in school and 3-4 days at their training company, depending on the occupation. By imparting the skills and knowledge needed to work in a given occupation, dual VET programs prepare the workforce of tomorrow. However, COVID-19 has affected companies in Switzerland substantially. The Chair of Education Systems at the ETH Zurich together with the apprenticeship platform Yousty.ch started the project “Apprenticeship Pulse” in April 2020. This project investigates the impact of COVID-19 on dual voca-

Focus

SWITZERLAND 2021

On a monthly basis since April 2020, the Apprenticeship Pulse surveys the impact of the COVID-19 pandemic on dual vocational education and training (dual VET) in Switzerland. As workplace training is an integral part of dual VET programs, the impact of COVID-19 on Swiss companies directly affects apprentices’ education and training. By providing timely evidence on the situation of dual VET in Switzerland, the Apprenticeship Pulse helps the government, employer associations, training companies and vocational schools initiating targeted measures

tional education and training (VET). The Apprenticeship Pulse surveys training companies in Switzerland on a monthly basis to measure the shortand medium-term impact of COVID-19 on training firms and apprentices. Each month, the survey covers around 2,500 training companies, which represent about 2.5 percent of all training companies and train over 20,000 apprentices. The analysis distinguishes three groups of young people: 1) future apprentices, 2) current apprentices in the midst of a dual VET program and 3) final-year apprentices that completed their apprenticeship in 2020.

FUTURE APPRENTICES In Switzerland, companies advertise apprenticeship places similar to normal job offerings. Thereafter, interested young people apply and after the recruitment process of com-

panies completes, apprentices and companies sign a contract. For the training year starting in 2020, the apprenticeship market – bringing together the demand of young people for an apprenticeship and to training companies’ apprenticeship offer – worked well despite COVID-19. Until August, the surveyed training companies were able to fill 89% of the offered apprenticeship positions on average, which is similar as in recent years. Although the training year usually starts in the first week of August, companies were allowed to recruit new apprentices for 2020 until the end of October. Although the training year usually starts in the first week of August, companies were allowed to recruit new apprentices for 2020 until the end of October. In October, companies that did not recruit anymore had already filled 94.4% of

their apprenticeship positions. Companies that still recruited had 5.7% open positions compared to 27.9% in September, thus the extension of the deadline for apprenticeship contract signing made it possible to increase the share of successfully matched apprenticeship positions. A look at the different occupational fields reveals that companies in “Planning/ Construction” and “Business/Administration/Tourism” report comparably high shares of successful matches, while those in “Building” and “Vehicles” had more difficulties to occupy their apprenticeships positions. In August, many companies already start their recruitment process for the year 2021. 18% of the companies offer less apprenticeship places for 2021 compared to this year. This change is mainly because they have no need for additional employees with such skills, either today or in future. This share has increased since August. As job fairs, school visits of companies and onsite company visits are cancelled due to COVID-19, the recruitment process of new apprentices for 2021 poses a challenge to trainings companies. However, this challenge also opens the opportunity for innovations such as online job fairs, companies’ livestreams via social media and digital days.

CURRENT APPRENTICES The effect of the COVID-19 crisis on the training of apprentices training varies strongly by industry and kind of company. Some companies had temporary closures as ordered during the shutdown (such as hairdressers, restaurants and most stores). Some companies were operating relatively normal while others shifted substantial part of the work into home office. In April, 9% of the apprentices did not have any workplace training. 23% of apprentices received homework, 37% did home office, 25% had limited onsite work and 64% were working

normally. The share of apprentices doing normal work increased since the end of the shutdown, whereas limited onsite work, home office, homework and no workplace training lost relevance. However, since the start of the second wave in September, a slight increase is visible especially for apprentices in home office and those with limited on-site work. The apprenticeship pulse will follow up this development in the coming months to investigate how the second wave will affect apprentices’ education and training. Nevertheless, companies should be better prepared

IN AUGUST, MANY COMPANIES ALREADY START THEIR RECRUITMENT PROCESS FOR THE YEAR 2021 this time than during the shutdown, so that it can hopefully be avoided that some apprentices have no workplace training at all. As some of the measures strongly affect apprentices’ school learning and workplace, the companies think that apprentices cannot completely make up for the missed content during the rest of their training period. Moreover, they are somewhat more pessimistic with regard to school content compared to company training. To help apprentices catch up on missed content, around one third of the companies reported in August that they introduced additional measures such as providing more intensive supervision by trainers and giving apprentices additional time for learning at the workplace.

APPRENTICES FINISHING THEIR APPRENTICESHIP IN 2020

COVID-19 posed two challenges for apprentices who were in their final year of training during the shutdown. First, their qualification procedures were adapted. The result suggest that about the same number of apprentices graduated this year compared to last year and that the impact on the final grades is moderate. Hence, the qualification procedures appear a relatively minor issue. Second, these young professionals face a difficult transition to the labor market. The following figure shows for October that 54% of the apprentices are in training companies reporting that the labor market entry is more difficult this year, whereas only 29% are in companies that find the situation comparable to last year. This situation has worsened since August when companies were more optimistic regarding the labor market situation. This development mirrors that the Swiss economy is on the decline again – not yet having overcome the first waves’ negative consequences and already feeling the second wave. Usually, the training companies hire some of the apprentices after graduation. Despite COVID-19, the October survey of the Apprenticeship Pulse shows that 92% of apprentices were working in companies that had not changed their practice of retaining trainees after graduation. However, there is again a large variation between occupational fields with the practice of continuing employment being most stable in the fields of education and social services and having worsened the most in the building field. Moreover, some of these young professionals have only temporary contracts, which means that they can now gain further working experience but do not yet have a secure job. Companies, career counselors and vocational schools are therefore offering additional counseling services to support the transition process. 

OUTLOOK AND CONCLUSIONS So far, COVID-19 has affected dual VET in Switzerland less than expected. However, we need to be cautious about potential long-term effects that arise. Furthermore, we need to continue observing the effects of the second wave. We

especially need to pay close attention to the labor market situation of this year’s graduates, the onboarding process of first-year apprentices and the consequences of quarantine measures. SWITZERLAND 2021

Focus

READ THIS ON WEB

COMMENT

THE NEW WAYS OF WORKING ANA GRUJOVIĆ

Director of the Swiss-Serbian Chamber of Commerce

Digital solutions empower SSCC in navigating COVID-hit Swiss-Serbian markets he traditional, Swiss Raclette evening, hosted by then Swiss Ambassador, H.E. Guex, was the SSCC’s opening event of the year 2020. This was followed by the annual General Assembly, held in the Nestlé premises, and Members’ Reunion; which took place in the premises of our member-company ‘’Mokra Gora School of Management’’ in

Focus

SWITZERLAND 2021

SSCC FOCUSED ON PROVIDING RAPID, REGULAR AND UP-TODATE INFORMATION ON COVID-19

March 2020. Since March and the beginning of pandemics, the new ways of working have challenged our traditional organization structures and practices. Our first response to the newly-established economic situation was the joint initiative with 11 other bilateral chambers of commerce in Serbia: the official letter was immediately sent to the Ministry of Finance of the

Republic of Serbia to implement additional measures of support to small and medium enterprises that are facing a drop in activities or a total cessation of activities due to coronavirus. As many other business organizations, SSCC has had to switch overnight to remote working arrangements, regularly providing COVID-19-related information and introducing digital tools and solutions. In the first months of lockdown, SSCC focused on providing rapid, regular and up-to-date information on COVID-19 related developments and government support programmes. Most of the enquiries received from our members included travel-related issues, economic measures of support to the economy and getting the right contacts. In the following months, SSCC focused on strengthening the cooperation with institutional partners, both in Serbia and Switzerland. Working together with the Customs Administration of the Republic of Serbia, we enabled our members to find out more about the novelties introduced by the new Customs Law. Then, an online conference entitled ‘’Dual education: opportunities and challenges during and after COVID-19’’ took place in cooperation with the Serbian Ministry of Education, Science and Technological Development, with special guest-experts: Dr. Ursula Renold and Dr. Gabrijela Grujić. The event

was organized as part of the project of the Swiss Agency for Development and Cooperation “Support in Development and Establishment of the National Model of Dual Education”. At the same time, SSCC has recognized the potential of the ICT market for the Swiss-Serbian economic cooperation and looked for new ways to attract more Swiss companies to the Serbian market. The idea was supported by our Swiss partner, Switzerland Global Enterprise. On No-

SSCC DECIDED TO ENFORCE ITS ONLINE PRESENCE AND CREATE LINKEDIN MEMBERS ONLY GROUPS vember 19, 2020, Switzerland Global Enterprise S-GE held the webinar entitled '' ICT Landscape in Romania, Bulgaria and Serbia'' in cooperation with the Bulgarian-Swiss Chamber of Commerce, Swiss-Romanian CC and the Swiss-Serbian Chamber of Commerce. The event attracted approx. 50 registered participants, including IT companies from Zurich and Lugano. On this occasion, Mrs. Katalin Dreher-Hajnal, S-GE Senior Consultant

Central Eastern Europe, stated the following: ‘’ The ICT markets in Bulgaria, Serbia and Romania with their highly skilled and motivated employees are offering great potential of collaboration for the Swiss ICT companies. The talent pool of educated students and the comparably low wages as well as the geographical and cultural proximity are the key success factors. I hope, our event could enhance the dialog of the ICT community and foster future collaboration’’ Furthermore, S-GE allowed the SSCC business community to discover the impact of COVID-19 on the Swiss economy during the webinar held in September 2020, when we welcomed representatives of the biggest Swiss business associations: Economiesuisse and Swissmem. Also, our seminars became online events, and they focused on different topics such as cyber-security, e-commerce, HR in the pandemics era, digital marketing, etc. Many of them were implemented in cooperation with SSCC members, such as Adecco, Confida Consulting, Sky Express, law office Atanasković Božović, Smart Point, TSG Law office, etc. During the summer, when the movement became easier, SSCC representatives visited the new Swiss investor in Svilajnac, the Basel-based company ‘’Regent Lighting’’. This world-known producer of lighting equipment and provider of provide smart connected lighting solutions, plans to invest EUR 4 mllion in the first four years and employ 120 workers. I am happy to say that this company is now part of the SSCC community. In order to enable our members to network more, with no time and travel-restrictions, SSCC decided to enforce its online presence and create LinkedIn members-only groups. This gave SSCC members an additional opportunity to grow valued connections, promote their products and services, and help do better and more with their businesses. For the end of the year, we organized the online conference ''Digital Transformation of Healthcare Ecosystem'' in cooperation with Roche d.o.o. 

SWITZERLAND 2021

Focus

COOPERATION

THE SERBO-SWISS EXCHANGE

Information on bilateral cooperation between Serbia and Switzerland conomic relations between Serbia and Switzerland can be assessed as traditionally good and diverse because they include all aspects of economic cooperation, however, the level of trade could be much higher. Switzerland is on the list of the largest investors in the Serbian economy and is on the 6th place of foreign investors in Serbia. In 2019, the total exchange amounted to 433.2 million euros, which is an increase of 23.8% compared to 2018. Serbia's exports amounted to 142.4 million euros, with an increase of 8.7%, and imports to 290.8 million euros - an increase of 32.9%. We recorded a deficit of 148.4 million euros, ie the coverage of imports by exports was at the level of 49.4%. In the first 9 months of 2020, trade amounted to 335.2 million euros (an increase of 8.6% compared to the same period in 2019). We exported goods worth 116.5 million euros (an increase of 13.8%), and imported goods worth 218.7 million euros (an increase of 6.1%). We recorded a deficit of 102.2 million euros, ie the coverage of imports by exports is 53.3%. This year, 87.1% of our exports are industrial products, and 12.9% are agrifood, while as much as 97.8% of our imports are industrial products, and only 2.2% are agricultural. In addition, in trade in services, Switzerland is Serbia's 4th partner in terms of total exchange and in terms of our exports of services. In this exchange, we record a positive balance and we export services almost twice as much as we import them. In the period of January-August 2020, we recorded a reve-

Focus

SWITZERLAND 2021

READ THIS ON WEB

nue of 264.3 million euros and expenditure of 144.4 million euros, with a surplus of 119.9 million euros. When it comes to tourist traffic in the first 9 months of 2020, 5730 tourists from Switzerland and Liechtenstein

SWITZERLAND IS SERBIA'S 4TH PARTNER IN TERMS OF TOTAL EXCHANGE AND IN TERMS OF OUR EXPORTS OF SERVICES

visited Serbia (a decrease of 87.3% compared to the same period last year), who realized 14,208 overnight stays (a decrease of 74.3%) ). In 2019, 32,592 tourists from Switzerland and Liechtenstein visited Serbia (an increase of 17.5% compared to 2018) and realized 72,199 overnight stays (+ 16%). Promising areas of cooperation (especially for strategic partnership, production cooperation and investment in the Serbian economy) are: mechanical, pharmaceutical, wood and furniture industry (which Switzerland promotes through its SIPPO program to help export partner countries), food industry, tourism and the IT sector. ď&#x201A;Ł

ECONOMY

EMPLOYMENT DROWNED BY COVID-19 63% of Swiss employees have seen a negative impact

READ THIS ON WEB

tability, maturity, and security. These key words defined the Swiss economy and position in Europe for the past decades. Even during world wars, the country was a neutral zone as they avoided conflict at all costs, predicting this would bring down their economical status which they greatly took care of. Just like the rest of the world, Switzerland is facing an unprecedented economic downturn during the Corona virus pandemic. The Swiss government, shut down much of the pub-

Focus

SWITZERLAND 2021

IT IS ALREADY CLEAR THAT THE COVID-19 CRISIS HAS HIT THE SWISS ECONOMY EXTREMELY HARD, WITH A BIG IMPACT ON BOTH EMPLOYERS AND EMPLOYEES

lic life in the country, which as a result, created considerable impact on the domestic economy. Additionally, as other countries and governments responded in similar manners to the pandemic, there has been a significant decline in global trade and in the demand for Swiss exports, such as, chocolate, cheese, chemical-pharmaceutical products, watches, and textiles. The Swiss State Secretariat for Economic Affairs assumes that output will fall by around 25% compared to 2019, GDP by 10% and unemployment will rise to 4.5%. Although the scale of

the economic downturn cannot yet accurately be quantified and the estimates involve considerable uncertainty, it is already clear that the COVID-19 crisis has hit the Swiss economy extremely hard, with a big impact on both employers and employees. 77% of all self-employed individuals have had a negative impact, 18% of which have had to close their business, and 21% have seen business drop to zero whilst keeping it on artificial breathing. However, looking on the bright side, 10% report an increase in business, enabling them to benefit from the crisis, an example of which would be mask production, or management and manufacture in the pharmaceutical and health sectors. Having had years and decades of great economical stability, Switzerland has managed to help its citizens survive the pandemic in the best ways possible. More than 100,000 small and medium sized enterprises had successfully applied for the loan program launched by the Swiss parliament, in cooperation with banks, the sum reaching over 16 billion CHF. This tsunami of applications demonstrates how serious the situation for businesses is in the country, and fortunately, how much the nation itself is willing to help. In comparison with other countries in the neighborhood, Swit-

zerland has intervened fairly rapidly to support businesses and has kept bureaucracy to a minimum, helping to prevent a wave of insolvencies â&#x20AC;&#x201C; at least for the time being. Employees have been massively affected by the COVID-19 crisis. The Deloitte survey shows that almost twothirds of the Swiss employees, 63%, have seen a negative impact. 54% of which have had to reduce their hours,

MORE THAN 100,000 SMALL AND MEDIUM SIZED ENTERPRISES HAD SUCCESSFULLY APPLIED FOR THE LOAN PROGRAM LAUNCHED BY THE SWISS PARLIAMENT 27% have had an overtime cut, 24% have lost their annual leave, and 2% unfortunately their jobs. The extent to which individual employees are affected depends on a number of factors. Firstly, it has to be analyzed whether a particular occupation relies on close physical contact with other individuals, as the more the sector depends on close physical contact, the more it is likely

to be affected, leading to worse unemployment figures in the particular category. Another indicator is the percentage of online workers from home. As we all know jobs are different and so are the responsibilities which come with it. Employers in the consulting sectors, or other similar occupations, which indeed are fortunate enough to work online without a problem, have witnessed much less turbulence in their working life. Only small numbers of employees have had their hours reduced to zero and have been moved on to short-time work compensation payments or have actually lost their job. In other words, the better suited a sector is to home-working, the smaller the impact on the workforce. In such cases, working from home is cushioning the impact of government restrictions. Unfortunately, for the near future of not just Switzerland, but the rest of the world, the crisis is far from over. As the Swiss have created a loan system, their economic reserves are melting faster than expected, leading the nation to re-evaluate how they plan on curing the wounds. The Deloitte survey indicates that 24% of self-employed businesses expect to become insolvent and 19% of those in employment expect to lose their job in the near future. ď&#x201A;Ł

SWITZERLAND 2021

Focus

READ THIS ON WEB

TRADITION

3,2,1, CHEESE!

Cheese is in the Swiss DNA, making it more than just a Tradition here is no doubt the first thought that comes to our mind when we think about Swiss cuisine is cheese and chocolate. Today, we will focus on the salty delicacy which has been present in the countryâ&#x20AC;&#x2122;s menu since the Middle Ages, and like many European countries, Switzerland has always taken its culinary reputation

Focus

SWITZERLAND 2021

NOTHING BETTER THAN FINISHING YOUR SKIING DAY IN A RESTAURANT, EATING MELTED RACLETTE ON STEAMED POTATOES

very seriously. Firstly, lets have a little history lesson. Cheese in Switzerland in the past century, was held by a heavily government-subsidized organization called the Swiss Cheese Union, which had complete control over the production as well as the export of the delicacy throughout the industrialized 20th century.

The organization dictated exactly how, when, and where the product could be created. The three leading sellers in the nation were Gruyère, producing nutty chesses, Sbrinzproducing parmesan-like cheeses, and Emmentaler- better known as the cheese with the holes.” Such controlled production made the industry very specific, but not for too long. In 1999 the Swiss Cheese Union was guilty of corruption allegations, as there was less control, the Swiss cheese-makers were free to experiment with new techniques and recipes, creating a wider variety. Dairy farming is obviously central to cheese production and plays a huge role in every step of the cheese making process. Swiss milk used for making cheese derives from farms with small herds, 10 to 40 cows, and unlike other places, cows are treated according to the ‘Raus-program,’ which means that the animals have to be outside in the summer for 26 days per month and at least 13 days per month in winter. The higher up they are, and the more hilly the location of a farm, the more traditional the grass is. Now let’s see Switzerland’s most famous cheeses, try not to get too hungry! One of the most popular Alpine cheeses is Raclette. It is somewhere between semi-soft and semifirm in texture, developing a pungent exterior. It's salty, full-flavored, and it's got these salami, bacony notes with cream and hazelnut. Nothing better than finishing your skiing day in a restaurant, eating melted Raclette on steamed potatoes. Another Alpine star is the Challer-

hocker. A relatively new cheese made by a single producer Walter Rass, who learned from his father, creating this very tasty and unique recipe. Translating to ''sitting in the cellar'', Challerhocker is washed in wine and spices and then aged for a minimum of 10 months, providing a remarkable depth of flavor. Firm yet creamy, it is

CHEESE IN SWITZERLAND IN THE PAST CENTURY, WAS HELD BY A HEAVILY GOVERNMENT-SUBSIDIZED ORGANIZATION CALLED THE SWISS CHEESE UNION, WHICH HAD COMPLETE CONTROL OVER THE PRODUCTION wonderful melted, and is great for an extra exciting grilled cheese or as a way to liven up your fondue. Etivaz, another mouth melting Swiss cheese, entirely hand-made in the mountain peaks during the summer, is a must-try. It is a hard cheese made using unpasteurized milk, having a distinctive, tangy, fruity

flavor with a slightly nutty note. The cheese is sold in rolls following a natural maturation period of at least 30 months. It is only produced in small quantities from 400 to 430 tons, or 17,000 to 19,000 wheels, during the summer months. The cheese making happens in a cauldron over an open fire and after it’s smoked with the natural smoke. It's truly like tasting cheese making 200 years ago. Now that you are ready to try the best cheeses in the world, lets finish off with some interesting facts about this delicacy. According to industry figures, in 2016 some 186,756 tons of cheese was eaten in the nation, that is just over 22kg per person. While the Swiss are undoubtedly big cheese fans, they don’t eat as much as some other countries, including Germany, Cyprus, Iceland, Denmark and Finland who all surpass Switzerland for per capita cheese consumption. Unsurprisingly, the French are world cheese-eating champions, munching through 26.8kg per person every year. Believe it or not there are more than 450 varieties of Swiss cheese, and nearly half of the milk produced in Switzerland is turned into cheese, around a third of it being exported. Emmentaler is the most exported Swiss cheese, with Le Gruyère a close second. Cheese is very close to the heart of Swiss people and closer to its tradition of being produced in villages. Each wheel of Swiss cheese is made in small village diaries, by hand using the recipes passed through generations. Cheese is in the Swiss blood, and now it’s on you to try one of the world’s most popular snacks. 

PLACES Swiss milk used for making cheese derives from farms with small herds, 10 to 40 cows, and unlike other places, cows are treated according to the ‘Raus-program SWITZERLAND 2021

Focus

READ THIS ON WEB

CULTURE

NOBEL PRIZE MACHINE

here’s no doubt that Swiss culture is based on being the best of the best. It’s in the nation’s blood to be a leading cultural, educational, and financially stable economy in Europe and across the world. The country has one of the highest Nobel-per capita ratios on the planet. Why is this so? Is education so strongly rooted into the Swiss culture, that generations strive for innovation and success which became part of their DNA? The Nobel Foundation is a private institution founded on 29th of June 1900 in Sweden, to manage finances and the administration of the Nobel Prizes. The organization is based on the last will of Alfred Nobel who was the inventor of dynamite. Apart from its numerous inventions and

Focus

SWITZERLAND 2021

The Swiss nation has one of the highest Nobel Prize winners per capita, as the award winners increase every decade

famous scientists and peace makers, Switzerland is famous for its creation of the Red Cross. The International Committee of the Red Cross was awarded the Nobel Peace Prize

25 OUT OF 30 CASES, THE NOBEL PRIZES IN SCIENTIFIC CATEGORIES WENT TO SWITZERLAND in 1917, 1944 and 1963 – on the third occasion jointly with the League of Red Cross Societies. This makes the Red Cross unique: no recipient has been awarded the Peace Prize as of-

ten as this organization. The very first time the Peace Prize was awarded, in 1901, the Norwegian Nobel Committee chose to pay tribute to the founder of the Red Cross, Henry Dunant from Switzerland. Jean Henry Dunant was awarded for his humanitarian efforts to help wounded soldiers and create international understanding, and Frédéric Passy who jointly received the award, for his lifelong work for international peace conferences, diplomacy and arbitration. Ever since then, Swiss scientists and peacemakers have been receiving the Nobel awards which became deeply rooted in their cultural success. In 1902, a year after the first Nobel Prize for peace was awarded to Dunant, Elie Ducommun who was a

global peace activist, tutor, language teacher, journalist and a translator for the Swiss Federal Chancellery received the award. The same year Charles Albert Gobat, a Swiss lawyer, educational administrator, and politician received the same prize. The most successful times for the Swiss Nobel Prize winning fell in the middle and the end of the last century. Between 1945 and 1957 the nation’s talented individuals were awarded no fewer than 9 Nobel Prizes. Some of the famous names include Wolfgang Pauli, awarded a prize in physics for his discovery of the exclusion principle. Hermann Hesse, a Swiss poet, novelist, and painter. His best-known works include Demian, Steppenwolf, Siddhartha, and The Glass Bead Game, each of which explores an individual's search for authenticity, self-knowledge and spirituality. Another one on the list was Daniel Bovet, a Swissborn Italian pharmacologist who won the 1957 Nobel Prize in physiology of medicine for his discovery of drugs that block the actions of specific neurotransmitters. Switzerland had a similarly successful phase between 1986 and 1996, when 5 Nobel Prizes - all in scientific categories - were awarded to Swiss citizens. Some of the famous names include Heinrich Rohrer for the design of the scanning tunneling microscope. Karl Alexander Müller for his work in superconductivity in ceramic materials. Richard Robert Ernst for his contributions towards the development of Fourier transform Nuclear Magnetic Resonance. Edmond H. Fischer, who celebrated his 100th

birthday this year, and was awarded the Nobel Prize for describing how reversible phosphorylation works as a switch to activate proteins and regulate various cellular processes, and finally, Rolf M. Zinkernagel, for the discovery of how the immune system recognizes virus-infected cells.

THE INTERNATIONAL COMMITTEE OF THE RED CROSS WAS AWARDED THE NOBEL PEACE PRIZE IN 1917, 1944 AND 1963 The latest Nobel Prize winner is Michel Mayor, a Swiss astrophysicist and professor emeritus at the University of Geneva's Department of Astronomy. Fundamental questions about

the universe’s structure and history have always fascinated human beings. In 1995, he announced the first discovery of a planet outside our solar system, an exoplanet, orbiting a solar-type star in our home galaxy, the Milky Way. Using custom-made instruments, he was able to see planet 51 Pegasi b, in the Pegasus constellation. Since then over 4,000 exoplanets have been found in the Milky Way. Eventually, thanks to Professor Mayor, we may find an answer to the eternal question of whether other life is out there! How cool! 25 out of 30 cases, from the Nobel Prizes in scientific categories went to Switzerland. Facts like these show how tremendously powerful the nation is when it comes to scientific research and innovation. In total more than 100 Nobel winners have a close connection to Switzerland. Is this just a coincidence? Or does the Swiss air activate innovatory brain cells? It is on you to decide! 

WINNER The latest Nobel Prize winner is Michel Mayor, a Swiss astrophysicist and professor emeritus at the University of Geneva's Department of Astronomy SWITZERLAND 2021

Focus

READ THIS ON WEB

TOURISM

THE SKY IS THE LIMIT

Sweater weather and hot air balloon skies- Switzerland’s most beautiful winter festival here is no doubt that when one mentions Switzerland as a touristic hotspot, nobody can go without imagining the infinite crystal lakes, skiing down the Alps and drowning in never ending cheese and Lindt chocolate. Nonetheless, we have prepared an interesting piece about a

Focus

SWITZERLAND 2021

unique touristic attraction many haven’t heard about, and believe us when we say, there is no better feeling than flying up high and having the whole nation and its wonders appear below you. The International Hot-Air Balloon Festival in Château-d'Oex is one of its kind, as ever since 1979, it takes place

every year at the end of January. It is attended by nearly a hundred balloons from twenty different countries, as the visitors take advantage for the exceptional climate of the Alps in the winter. Usually, it takes place at a snowy valley in Switzerland’s famous ski village during the evening of the seventh day, also known as the

“Night Glow” show. Throughout that night, the sky is illuminated with fireworks, glowing balloons and light shows of blue, red, green and yellow showings. Visitors are also welcome to buy available packages for balloon rides, and even a bottle of champagne in exclusive VIP lounges. The colorful, adrenaline-rush week in

THROUGHOUT THAT NIGHT, THE SKY IS ILLUMINATED WITH FIREWORKS, GLOWING BALLOONS AND LIGHT SHOWS

Switzerland attracts crowds of people as every hot air balloon is customized in special shapes, air displays, and models. Wednesday afternoon is always dedicated to children as food, animations, and captive balloon flights surely light up the joy and excitement in the young faces!

35 SWITZERLAND 2021

Focus

Now, lets go back in time a bit, what brought the balloons to Europe’s nature capital? The link between Château-d’Oex and hot air balloons is a historical one. It was from here, on March 1st, 1999 that two hot air balloon pilots Bertrand Piccard of Switzerland and Brian Jones of Great Britain took off on an historic, non-stop, 20-day flight during which they circumvented the globe in just 15 days. By the time they landed on the 21st of March, they had set a total of seven new world records, including distance, duration and altitude across all balloon types and sizes. On completing the flight, Jones told the jubilant, Geneva-based mission control team: “The first thing I'll do is phone my wife, and then, like the good Englishman I am, I'll have a cup of tea.'' Today, the village honors them with the annual festival, celebrating the intelligence and courage of the two brave men. Switzerland is well-known for its ultimate European après ski lifestyle,

where once the evening comes, the nightclubs on the slopes, as well as ski bars and open air lounges don’t stop the party until sunrise. Now imagine a picture of high-end air balloon pilots, professional alpine skiers and snow-

SWISS NATURAL WONDERS SUCH AS LAKES AND RIVERS AS WELL AS THE SKI LIFTS FOR THE ADRENALINE SEEKERS boarders accompanied by all the other visitors, in a night of infinite dancing and cocktails, as the moonlight is guiding them to the next day of their luxury holiday. An iconic image isn’t it? Château-d’Oex is positioned at the base of the Vaud Alps, and as expected, it is surrounded by luxury hotels

and Michelin rated restaurants. The roughly 44 square miles of land that make up the exemplary place offer a variety of other sights, such as cattle grazing along the mountains, Swiss natural wonders such as lakes and rivers as well as the ski lifts for the adrenaline seekers. In the spring and summer visitors can witness the blooming wildflowers and young trees covering the snowless mountainsides. This festival remains as one of the most beautiful in the region as snow covered mountain peaks aliened in the morning sky, with over 80 colorful hot air balloons is all that can be seen in the horizon. Travelers stare up in awe, as the frosty breeze tints their faces a rosy shade of pink. What a surreal sight it is to see the balloons flying out in the distance and the flames firing up inside them. Nothing better than feeling a sense of weightlessness as the adrenaline junkies climb higher into the sky in their air homes. 

CHÂTEAU-D'OEX This festival remains as one of the most beautiful in the region as snow covered mountain peaks aliened in the morning sky 36

Focus

SWITZERLAND 2021

37 SWITZERLAND 2021

Focus

CORPORATE

AMS OSIGURANJE: SECURE YOUR HOME TODAY!

ave you considered securing your house or apartment? Protect yourself from financial losses in the event of numerous risks, even today. AMS Osiguranje offers you the opportunity to quickly and easily, with the help of professional staff, insure your home from fires, water spills from installations, broken glass, burglary, in accordance with the insurance conditions. In case of realization of any of the previously mentioned risks, the costs and consequences can be big and serious, and everything which you have invested a lot of effort and money in, over the years can disappear in an instant. With an AMS household insurance policy, you do not have to bear the costs of the damage yourself. Home-owners insurance covers damages to your apartment, as well

Focus

SWITZERLAND 2021

THE RIGHT WAY

By creating a household insurance policy with us, not only will you save your money, but also take care of the safety of your property in the right way as all items and valuables in your home. At the same time, you are covered by the costs that may arise in the events of an accident in your house or apartment which might cause damage to neighbors. The household insurance premium is determined depending on the size and age of the building you insure, and we offer

you the most favorable prices and conditions on our market. By creating a household insurance policy with us, not only will you save your money, but also take care of the safety of your property in the right way. We remind you that with AMS Osiguranje you can insure your car against numerous damages by concluding a Casco insurance policy. You can pay the premium in 12 monthly installments, and we also grant an additional discount for full payments. We are waiting for you at Rooseveltova 16 in Belgrade or at one of our 250 points of sale throughout Serbia. If you want to learn more about the services of AMS Osiguranje, call 0800-009-009 or get information on the website www.ams.co.rs. ď&#x201A;Ł

39 SWITZERLAND 2021

Focus