Business Partner USA 2021 - Valuable Relationship

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INTERVIEW USA 2021

USA 2021

INTERVIEW

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USA 2021

CONTENTS

FROM 06 TRANSITION TRUMP TO BIDEN

BY RICHARD WIKE, JACKOB POUSHTER, LAURA SILVER, JANELL FETTEROLF AND MARA MORDECAL

LEADERS PREDICT THE U.S. IS JUST AS 21 ONLY THE FUTURE 28 IMPORTANT TO US AS THE EU ALEKSANDAR PAVLOVIĆ, IT SOLUTIONS DIRECTOR, AIGO

VLADIMIR MARINKOVIĆ, DIRECTOR OF THE SERBIANAMERICAN FRIENDSHIP CONGRESS

MORE THAN THREE 32 DECADES INVESTING IN SERBIA VESELIN JANIĆIJEVIĆ, DIRECTOR OF MCDONALD’S SERBIA

WITH THE EXCEPTION 10 OF KOSOVO, OUR VALUES ALIGN

NIKOLA SELAKOVIĆ, MINISTER OF FOREIGN AFFAIRS OF THE REPUBLIC OF SERBIA

CITIZENS 22 SERBIAN RECOGNIZE SPIN

DARKO SOKOVIĆ, MANAGING PARTNER, PROPULSION

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BUSINESS PREMISES DON’T LOSE VALUE

MIA ZEČEVIĆ, CEO, NOVASTON

THERE’S NOTHING 14 MORE CONTAGIOUS THAN SUCCESS

BARON LOBSTEIN, ECONOMIC SECTION CHIEF, U.S. EMBASSY TO SERBIA

150 YEARS SINCE THE 34 BIRTH OF THEODORE DREISER

THE OUTSTANDING AMERICAN PRACTITIONER OF NATURALISM

GREAT PARTNERSHIPS 24 STAND BEHIND OUR SUCCESS SHANLEY PINCHOTTI, USAID ACTING MISSION DIRECTOR FOR SERBIA

COMMITTED TO WE CAN CHANGE 32 PATIENTS’ HEALTH IN 38 BOTH OURSELVES & SERBIA THE WORLD NEBOJŠA ŠKULJEC, DIRECTOR, MERCK SHARP & DOHME

FOCUS

THE 40 REALIZING AMERICAN DREAM

NIKOLA JOKIĆ, BASKETBALL ACE

18 TIME FOR OPTIMISM

IVAN MILETIĆ, FIRST VICE PRESIDENT OF AMCHAM SERBIA

TO REACT 27 READY PROACTIVELY

JELENA KNEŽEVIĆ, PARTNER, LEITNERLEITNER

SITKA - A DASH 44 OF FASCINATING HISTORY TOURISM

STATUE OF 48 THE LIBERTY 4

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IMPRESSUM EDITOR IN CHIEF Neda Lukić n.lukic@aim.rs ART DIRECTOR Branislav Ninković b.ninkovic@aim.rs PHOTOS Zoran Petrović COPY EDITOR Mark Pullen mrpeditorial@mail.com

PROJECT MANAGERS Biljana Dević b.devic@aim.rs Vesna Vukajlović v.vukajlovic@aim.rs Mihailo Čučković m.cuckovic@aim.rs OFFICE MANAGER Svetlana Petrović s.petrovic@aim.rs FINANCE Dragana Skrobonja finance@aim.rs

GENERAL MANAGER Maja Vidaković m.vidakovic@aim.rs PUBLISHER Ivan Novčić i.novcic@aim.rs DIRECTOR Ana Novčić a.novcic@aim.rs a.novcic@cordmagazine.com

PRINTING Rotografika d.o.o.

Segedinski put 72, Subotica USA 2021 Published by: alliance international media Prote Mateje 52, 11111 Belgrade 17, PAK 126909, Serbia Phone: +(381 11) 2450 508 Fascimile: +(381 11) 2450 122 E-mail: office@aim.rs; office@cordmagazine.com

www.aim.rs; www.cordmagazine.com No 30 ISSN: 2560-4465 All rights reserved alliance international media 2021 The views expressed in this publication are those of the presenter; they do not necessary reflect the view of publications published by alliance international media

THIS PUBLICATION IS FREE OF CHARGE

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USA 2021

COMMENT

By Richard Wike, Jackob Poushter, Laura Silver, Janell Fetterolf and Mara Mordecal

TRANSITION FROM TRUMP TO BIDEN The election of Joe Biden as U.S. president has led to a dramatic shift in America’s international image.

Throughout the Donald Trump presidency, publics around the world held the United States in low regard, with most opposed to his foreign policies. This was especially true among key American allies and partners. Now, however, a new Pew Research Center survey of 16 publics finds a significant uptick in ratings for the U.S., with strong support for Biden and several of his major policy initiatives.

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n each of the 16 publics surveyed, more than six-in-ten say they have confidence that Biden will do the right thing in world affairs. Looking at 12 nations that were surveyed both this year and in 2020, a median of 75% of respondents express confidence in Biden, compared with 17% for Trump last year.

Presidential transitions over the course of the past two decades have had a major impact on overall attitudes toward the U.S. When Barack Obama took office in 2009, ratings improved in many nations compared to where they’d stood during George W. Bush’s administration, and when Trump entered the White House, in 2017, ratings fell

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In most countries polled, people make a stark distinction between Biden and Trump as world leaders. Nearly eight-in-ten Germans (78%) have confidence that Biden will do the right thing in world affairs; just 10% said the same about Trump a year ago sharply. U.S. favorability is up again this year: Whereas an average of just 34% across 12 nations had a favorable overall opinion of the U.S. last year, this year that median is at 62%.

In France, for example, just 31% expressed a positive opinion of the U.S. last year, matching the poor ratings from March 2003, at the height of U.S.-French tensions over the Iraq War. This year, 65% see the U.S. positively, approaching the high ratings that characterized the Obama era. Improvements of 25 percentage points or more are also found in Germany, Japan, Italy, the Netherlands and Canada…

Respondents in most of the surveyed countries make a stark distinction between Biden and Trump as world leaders.

Nearly eight-in-ten Germans (78%) have confidence that Biden will do the right thing in world affairs; just 10% said the same of Trump a year ago. Similar differences are found in Sweden, Belgium and the Netherlands, and there is a difference of at least 40 percentage points in all nations where a trend from 2020 is available for comparison.

This is also the case with views of the United States as a whole, with confidence in U.S. presidents having shifted dramatically over the past two decades, especially in Western Europe. In Germany, the UK, Spain and France – four nations surveyed consistently by the Pew Research Center – ratings for Bush and Trump were similarly low during their presidencies, while this year’s confidence in Biden is fairly similar to the ratings received by Obama while he was in office.

Biden’s high ratings are partly linked to positive assessments of his personal characteristics, and here again the con-

trast with Trump is stark. Looking at 12 countries polled during the first year of both their presidencies, a median of 77% describe Biden as well-qualified to be president, compared with 16% who felt the same was true of Trump. Few think of Biden as arrogant or dangerous, while large majorities applied those terms to Trump. Assessments of the two leaders are more similar when it comes to being a strong leader, although Biden even receives much more positive reviews than his predecessor on this measure.

High levels of confidence in Biden are also tied to favorable views of his policies, several of which have emphasized multilateralism and reversed Trump administration decisions. The current survey examines attitudes toward four of the Biden administration’s key policies and finds widespread support for all four.

A median of 89% across the 16 publics surveyed approve of the U.S. rejoining the World Health Organization (WHO), which the U.S. withdrew from during Trump’s presidency. A median of 85% also support the U.S. rejoining the Paris Agreement on climate. Trump’s withdrawal from the Paris Agreement was met with widespread criticism, and was overwhelmingly unpopular in the surveys conducted by the Center during his presidency. For example, just 8% of respondents in France

Although Biden’s more multilateral approach to foreign policy is welcomed, there is still a widespread perception that the U.S. mainly looks after its own interests in world affairs approved of Trump’s plans to withdraw support for international climate change agreements in 2019, compared with the 91% who now back Biden’s reentry into the agreement.

Support for the Biden administration’s proposal to organize a summit of democracies from around the world is also widespread, with a median approval rating of 85%. There is only slightly less support (a median of 76%) for Biden’s plan to allow more refugees into the U.S. (Biden campaigned on allowing more refugees into the country, briefly reversed his initial goal to raise the cap on refugees from levels set by the Trump administration, and then walked back the reversal amid criticism.)

Biden has also made clear that he plans to strengthen America’s commitment to the NATO alliance. And, as the current poll shows, NATO is viewed positively by the member states included in the survey.

Although Biden’s more multilateral approach to foreign policy is welcomed, there is still a widespread perception that the U.S. mainly looks after its own interests in world affairs. More than half of respondents in most of the surveyed publics say that the U.S. does not take their interests into account when making foreign policy decisions, although fewer feel this way in Japan, Greece and Germany.

Doubts about the U.S. considering the interests of other countries predate the Trump administration, and this has been the prevailing view – even among close U.S. allies – since the Center began asking the question in 2002.

Despite widely reported bilateral and multilateral tensions between the U.S. and many of its major allies and partners over the last four years, relatively few people describe the U.S. as an “unreliable partner.” But neither do they express great confidence in the U.S. as an ally.

Across the 16 publics polled, a median of 56% say the U.S. is somewhat reliable, while just 11% describe America as very reliable.

In addition to the concerns that some have about the way America engages with other nations, there are also concerns about domestic politics in the U.S. The 16 publics surveyed are divided in their 7

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COMMENT views about how well the U.S. political system is functioning, with a median of only 50% saying that it is working well.

And few believe that American democracy, at least in its current state, serves as a good model for other nations.

A median of just 17% say democracy in the U.S. is a good example for others to follow, while 57% say it used to be a good example but has lost that status in recent years. Another 23% do not believe it has ever been a good example.

One of the reasons for the low ratings received by the U.S. in 2020 was the widespread perception that it was handling the global pandemic poorly.

In the current poll, the U.S. receives significantly more positive marks for the way it is handling COVID-19, but most still say that the U.S. has done a bad job of dealing with the outbreak (for more see “Global views of how the U.S. has handled the pandemic have improved, but few say it’s done a good job”).

In his first overseas trip as president, Biden is preparing to attend the G7 summit in the UK and the NATO summit in Brussels. Once there, he will meet with two other leaders who are widely trusted for their handling of world affairs (…) (…) Across the 16 publics surveyed, majorities or pluralities say the U.S. is a somewhat reliable partner. But in no public surveyed do more than two-in-ten say that the U.S. is a very reliable partner.

At the same time, fewer than fourin ten say the U.S. is a not too reliable partner, and in no public do more than 8

In 2020, only 10% of Germans had confidence that Trump would do the right thing in world affairs (matching a previous all-time low earlier in Trump’s presidency).

Once Biden took office, confidence in the U.S. president increased by 68 percentage points in Germany, but it is still lower there than the all-time high of 93% in 2009, Obama’s first year in office one-in-seven say that the U.S. is a not a reliable partner at all.

The sentiment that the U.S. is a very or somewhat reliable partner is highest in the Netherlands (80%), Australia (75%) and Japan (75%), while 44% in Taiwan and 43% in Greece say that the U.S. is not too reliable or completely unreliable.

When asked whether relations with the U.S. will improve, worsen or remain the same over the next few years, a median of 57% across the 16 publics say that they will stay the same. While a continuation of current relations with the U.S. is the most common response, a median of 39% say relations will improve and only 5% say they will worsen.

The only country where a majority thinks that relations with the U.S. will improve is Germany (60%), where attitudes about the transatlantic alliance

have become increasingly pessimistic in recent years. Half of Canadians also say that relations with their southern neighbor will get better over the next few years. (…) In the first year of his presidency, Biden enjoys positive ratings from majorities in each of the publics surveyed.

Overall, a median of 74% have confidence that the U.S. president will do the right thing in world affairs.

Confidence is particularly high in the Netherlands, Sweden, Belgium, Germany and Canada, where around eight-in-ten or more trust Biden when it comes to international affairs. He receives his lowest ratings in Greece, South Korea and Taiwan, though his handling of world affairs is trusted by more than six-in-ten in each of these countries.

Widespread confidence in Biden contrasts starkly with views of his predecessor. Trust in the U.S. president was historically low in most countries surveyed during Trump’s presidency. In many cases, however, the share of those who have confidence in Biden is not as high as the share who had confidence in Obama, at the start or the end of his presidency.

Germany is a good example of this pattern. In 2020, only 10% of Germans had confidence in Trump to do the right thing in world affairs (matching a previous all-time low earlier in Trump’s presidency). Once Biden took office, confidence in the U.S. president increased by 68 percentage points in Germany, but it is still lower there than the all-time high of 93% in 2009, Obama’s first year in office.

A similar trend can be seen in Sweden, the Netherlands, France, Italy, Canada, Australia, South Korea and Japan.

However, in Greece, confidence in the U.S. president is the highest it has been since Pew Research Center first asked this question in the country. A much higher share of Greeks have confidence in Biden compared with Obama in 2016 and earlier. Notably, Biden has shared a positive relationship with Greek Prime Minister Kyriakos Mitsotakis, and Greeks are now more than twice as likely to say that the U.S. takes their country’s interests into account when making policy decisions (53%) than they were when Obama was president (20% in 2013).

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NIKOLA SELAKOVIĆ, Minister of Foreign Affairs of the Republic of Serbia

WITH THE EXCEPTION OF KOSOVO, OUR VALUES ALIGN This generation of politicians is obliged, first and foremost in the interests of Serbia, to attempt to once again find a common language and common interest with the United States, and that won’t be as tough as it may seem at first glance, provided good will exists on both sides.

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erbian Foreign Affairs Minister Nikola Selaković attracted great media and public attention when he highlighted the building of new partnership relations with the U.S. as one of Serbia’s priorities. In a year

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when we are commemorating the 140th anniversary of the establishing of bilateral relations, as well as 20 years since both the start of USAID’s work in Serbia and the establishment of AmCham in the country, our interlocutor provides his views

on cooperation to date and proposals for different approaches in the future. “We can only miss out on the opportunity to elevate our relations to a much higher level in the coming period if we are extremely unreasonable,” says Selaković.

“Serbia and the United States have had harmonious political and diplomatic relations throughout their entire history.

We had the misfortune as a state, due to numerous circumstances, of finding ourselves in conflict with the United States at what was a critical historical juncture for the entire world, but this was undoubtedly an uncharacteristic situation if we look at the tradition of bilateral relations between Serbia and America,” says Selaković. “This generation of politicians is obliged, first and foremost in the interests of Serbia, to attempt to once again find a common language and common interest with the United States, and that won’t be as tough as it may seem at first glance, provided good will exists on both sides. Our countries have foundations based on the same libertarian traditions and democratic values, and, with the exception of the Kosovo issue, we don’t have outstanding issues with the United States that could represent an insurmountable obstacle in the creating of a new partnership.”

Speaking in your then capacity as Secretary General of the Office of the President of Serbia, you expressed satisfaction that an agreement on economic normalization

INITIATIVE

REGION

INVESTMENTS

Today’s economic relations between Serbia and the U.S. are far below our possibilities, and it is necessary to invest new strength and energy, and to initiate some more efficient mechanisms to strengthen those relations.

The “Mini Schengen” initiative that was launched by President Vučić, as well as our solidarity during this time of the COVID-19 pandemic, testify to the direction in which Serbia wants our region to develop.

The type of relationship and cooperation between our countries that is reflected in investment activity represents a key segment of the political and diplomatic warming of relations.

between Priština and Belgrade had been reached thanks to the mediation of then U.S. President Donald Trump. However, it now seems that the Serbian administration has high expectations when it comes to new U.S. President Joseph Biden.

The political postulate that forms the basis of the Washington agreement is that relations between Belgrade and Priština can be eased gradually through the strengthening of business ties and the creation of common economic interests.

This is a recipe that’s based on common sense, but also on tried and tested American political experiences. Despite many doubts among the local public and around the world regarding the attitude of President Biden’s administration towards the fruits of the work of the preceding administration, the State Department has clearly said that there won’t be a change of attitude when it comes to the Washington Agreement. When it comes to Serbia’s European integration, Washington has provided continuous support on our path to the EU. Given that the Biden administration intends to restore the United States’ active role as a beacon of democracy at the global level, the U.S. administration’s expectations regarding reform processes in Serbia coincide with our own interests and aspirations when it comes to the further consolidation of democracy in Serbia.

predictably. We have been saying for many years that we were ready—through some kind of compromise solution to outstanding issues between Belgrade and Priština—to create a more stimulating environment for the economic recovery and advancement of the region. And this isn’t only about taking an economically pragmatic approach, but also about our genuine desire to permanently shift the Western Balkans out of a post-conflict atmosphere and to bring an end to all interethnic friction in our region, in a sustainable way. In that sense, Serbia couldn’t be more constructive and sincere, while the only reservation we have relates to Serbia’s state and national interests, which must be satisfied as part of every enduring and sustainable solution in the Balkans. I am deeply convinced that such solutions are possible and only require a

the future strengthening of friendship and cooperation with the U.S.?

There are countless historical events that could be singled out as highlights or peaks in Serbian-American relations, starting with the presence of American doctors in these lands during the Balkan wars, through Pupin’s relations with President Wilson, to Operation Halyard, which resulted in the rescuing of the largest number of American pilots in occupied Europe during World War II. Today, Serbia’s informal ambassadors to the United States are our great athletes, who help to shape an image that differs greatly from the stereotypes about Serbia and Serbs that emerged during the 1990s.

We recently had the opportunity to hear German Foreign Minister Heiko Maas express his belief that, with the support of the new U.S. government, an opportunity is being offered to find a solution to the Kosovo issue, and to reach a comprehensive agreement that will also bring economic prosperity. What are your expectations when it comes to this economic side?

There is no doubt whatsoever that frozen conflicts don’t represent a favorable environment for dynamic economic growth and doing business securely and

When it comes to European integration, Serbia, the U.S. and the EU undoubtedly have overlapping interests. The only things we expect are equal measures and fair relations when it comes to evaluating and appraising the successes achieved in reform processes, and to date that hasn’t always been the case little foresight and constructiveness from our Western partners, among which the U.S. certainly stands out in terms of size, influence and might.

Even though we’re talking about a new partnership, it is important to mention that this year also marks the 140th anniversary of diplomatic relations between our two countries.

Which historical occasions would you cite as being the most important to

Unlike some bygone times, it is Beijing in particular that is becoming an important player in foreign policy, but also in economic development, in today’s highly globalized world. And that is something we’re also witnessing in Serbia. When it comes to small countries, to what extent are relations between the major powers formed by the leading of diplomatic policies?

Serbia leads an open and transparent multivalent foreign policy based on the principles of our country’s military neutrality and political independence. We have no hidden agendas and no desire, as a small country, to interfere in the geopolitical disagreements of world and regional powers. We consider it possible to persevere with such a policy provided we continue successfully proving our credibility by working consistently on the creation of a stable region and the removal of economic obstacles, which has the end goal of facilitating political relations in the Western Balkans. It is tough for small countries and nations in turbulent times—and we are living in just such a geopolitical era—to find the space to develop and advance without joining blocs, but Serbia continues to seek its own place under the sun by pursuing 11

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ate for me to discuss the details of these plans or the dynamics of their implementation. The very fact that DFC formalized its presence in Belgrade with the opening a regional office is a very important step, and it is my sincere hope that we are on the threshold of a period of the continuous development of Serbian-American relations, including economic relations. It is evident that huge untapped potential exists in economic cooperation between Serbia and the U.S., and it is estimated that areas like energy, infrastructure and new technologies are particularly favorable for the development of cooperation.

a regional policy that’s responsible and well-intentioned in every sense, but also by jealously protecting its state-building traditions and its hard-won freedom and independence.

Since the democratic changes of 2000 to this day, USAID has encouraged numerous processes during the 20 years of its activity in Serbia, from strengthening the rule of law, to providing incentives to strengthen the market and promote innovation.

How important has this support been to the modern Serbia?

After a number of years spent under an atmosphere of sanctions and isolation, Serbia found itself entering a transition period completely unprepared. I don’t think Serbia was a successful example of transition during the first decade of this millennium, but there are numerous reasons for that, and now is not the time for me to get into them. However, in many areas—such as judicial reform or the establishing of a market economy— foreign knowhow was invaluable and irreplaceable, even though that period of our history, if I must provide a general retrospective rating, was a missed opportunity to a large extent. Regardless of how good the intentions of American and other foreign experts, agencies and NGOs were, the fact remains that today’s economic relations between Serbia and the U.S. are far below our possibilities, and it is necessary to invest new strength and energy, and to initiate some mecha12

We believe it would be very important to reach agreement with the U.S. on the avoidance of double taxation as soon as possible, and for Serbia’s preferential trade status with the U.S. to be extended nisms to strengthen those relations that are perhaps more efficient. I will only remind your readers that the value of the trade exchange with the U.S. amounted to 811.5 million dollars in 2020, while in the first four months of this year it totaled 285.4 million, which I’m sure you’ll agree is only symbolic when considering the possibilities on offer.

In accordance with the Washington Agreement, another U.S. agency, the Development Finance Corporation (DFC), should contribute to opening the door to U.S. investment in the Western Balkan region. Is it true, as media have speculated, that the arrival of the Biden administration has led to that plan being shelved; and, if so, what would be the repercussions when it comes to expected American investments, primarily in infrastructure?

The United States has a permanent interest in Serbia and the Western Balkans.

We certainly have high expectations when it comes to economic cooperation with the United States, but it wouldn’t be appropri-

This year also marks the 20th anniversary of the forming of AmCham in Serbia, as an association of American investors that operate very successfully in the country and have created a great many jobs over the years. How important are these business links when it comes to consolidating good diplomatic relations?

Apart from creating a significant number of jobs in Serbia, it seems to me that American investors also deserve the credit for one much more important change. Specifically, they brought to Serbia a new type of work ethic and well-organized systems that encourage competitiveness in the workplace. This mostly relates to companies that employ young, highly-qualified people. And some of those people opted to remain in Serbia and forge their professional future here thanks precisely to them gaining the opportunity to work for American companies, where they have predictable career development pathways. This type of relationship and cooperation between countries, which is reflected in investment activity, represents a key segment of the political and diplomatic warming of relations, because that changes the way Americans perceive Serbia and Serbs, but also the way a critically important group of the Serbian population perceives the U.S., which is extremely important following years of crisis in our relations.

That’s why we owe a debt of gratitude to business associations like AmCham, but also why we are obliged to continue improving the business environment, to ensure that economic relations between Serbia and America continue to flourish.

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BARON LOBSTEIN, Economic Section Chief, U.S. Embassy to Serbia

THERE’S NOTHING MORE CONTAGIOUS THAN SUCCESS When more technology companies understand that Serbia possesses a rich pool of intelligent and creative technology talent, and that the government is sincerely interested in boosting the growth of the sector in Serbia, then success will feed on success, and the number of new investments and new startup ventures will grow at an increasing rate.

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ew York-based video game company Take-Two Interactive recently acquired privatelyheld Serbian mobile games developer Nordeus, marking the latest of several Serbian startups or innovative companies to have been acquired by U.S. giants. We took the opportunity to explore the new venues of growth of the Serbian innovative industries, and to discuss the U.S. support to them, with Baron Lobstein, Economic Section Chief, U.S. Embassy to Serbia.

Are examples like Nordeus rare, or could we talk about a pronounced interest in exploring the Serbian startup market among U.S. investors?

Take-Two’s acquisition of Nordeus is simply the latest example in a growing wave of interest in the Serbian market.

We have other examples in the past, like 3Lateral and Frame. And we should certainly expect more in the future. Since I arrived in Serbia nearly two years ago, I have been inspired by Serbia’s progress in creating a nurturing environment for the digital economy. It is especially encouraging that the private sector has taken on the responsibility of pressing for improvements in laws and regulations to facilitate new investment in technology firms. I recently discussed this issue with the CEO of Nordeus, Branko Milutinović.

He explained the critical role of the Digital

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SUPPORT

Serbia has successfully addressed urgent problems from the past and is now focused on the challenge of positioning its economy for long-term sustainable growth.

I have been impressed at how the Serbian government has continued to evolve in a positive direction in improving the legal and regulatory environment for business.

The newest U.S. government agency, the Development Finance Corporation, is dedicated to facilitating investment in the digital economy and other strategic sectors .

Serbia Initiative – which he co-founded – in gathering the voices of private companies to work in partnership with government to make these regulatory changes. By the way, this is similar to the role that industry associations play in the United States, and it is consistent with the approach that we have encouraged through our economic development assistance.

people living in those countries. Serbia must advance in these fields if it wishes to be the kind of place where Serbians want to stay and raise their families.

likely potential foreign investors when it comes to these technologically innovative parts of the Serbian economy? How can small countries like Serbia dream about attracting Silicon Valley players?

The next investors in a growing economy like Serbia’s are likely to be those whose leaders have noticed the success of other companies in the market, and who want to share in that success. When companies notice their primary competitors enjoying success in Serbia, they will also want to come. However, this question reminds me of another important point that Nordeus CEO Branko Milutinović made in our recent discussion – which echoes a fact that has driven the development of the knowledge-based economy in our own country: a rich source of new innovative companies in Serbia may be companies like Nordeus, which already exist in Serbia and are developing new talent among their own workers. Just as Mr. Milutinović gained important experience by working at Microsoft, other bright young workers may now be working at Nordeus, gaining the skills and inspiration to start their own companies. When that happens, it is important that Serbia supports them with financing – through banks and angel investment – as well as through a constantly evolving and improving legal and regulatory environment.

Is it only from the Serbian perspective that talk about the Serbian economy increasingly leads to discussion of artificial intelligence, biotechnology, MedTech and other potential avenues for Serbia to leapfrog competitors in the knowledgebased economy? How do you perceive the changes currently taking place?

I have certainly noticed this trend. But, of course, Serbia isn’t the only country pursuing these avenues for growth. It is competing with many other middleincome European countries to attract new investment from international firms.

Investors are seeking not only countries with competitive costs of doing business and attractive investment incentives, but also those with advanced manufacturing facilities and infrastructure, where their senior executives would like to live and work. Artificial intelligence is critical to the future of many industries, including the automotive sector and industrial automation. Biotechnology is critical to the future of agriculture – that is, increasing crop yields and reducing spoilage – as well as to the future of vaccines and other innovative drugs. Thus, Serbia must incorporate artificial intelligence into the traditional industries that have driven its economy if it wishes to remain competitive in these fields. And, as other countries increasingly adopt medical technology – including remote medicine, digital medical records, and e-medicine services – these services will improve the delivery of medical services around the world and improve quality of life for

What is the role of the U.S. Embassy in supporting and inspiring such initiatives?

The United States has worked in Serbia for many years, through its assistance programs, to encourage an environment that welcomes and nurtures business – especially smaller businesses and technology firms. To take only a couple of examples, USAID has two new programs with ICT Hub and the Digital Serbia Initiative that

We provide resources and encouragement, but the Serbian government and people are taking a leadership role in deciding how best to use these resources are helping new startups grow in digital industries, and also helping to build an entrepreneurial mindset in younger generations. In fact, USAID helped to establish NALED, which has provided an enormous contribution to improvements in the legal and regulatory framework for small and medium-sized businesses.

The newest U.S. government agency, the Development Finance Corporation, is dedicated to facilitating investment in the digital economy and other strategic sectors around the world, including through its Balkan regional office at our Embassy in Belgrade. In all these cases, we can provide resources and encouragement, but the Serbian government and people are taking a leadership role in deciding how best to use these resources.

In the context of innovation, which companies do you see as the most

Considering your knowledge of the Serbian economy, what would you single out as the major changes that have occurred since 2019, when you began your mandate in Belgrade?

In the past two years, I have been impressed at how the Serbian government has continued to evolve in a positive direction in improving the legal and regulatory environment for business. It has not been so much a case of major changes, but rather of a continuing trend, consistent with a clear strategy on the part of Serbia’s leadership to encourage 15

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development of the knowledge-based economy. It is well known that the central goal of the U.S. Embassy in Serbia is to support Serbia’s own goal of European integration; and Serbia’s government ministries have worked consistently over the past two years to continue harmonizing the country’s laws and regulations with those of the European Union.

I have been especially impressed at the rapid work that certain ministries have done to update laws and regulations since the most recent general elections.

When a government has limited time

to show results, it is important to make quick process. But, of course, it is still critical to do so deliberately, so that the business community and the public can participate in the process. And ultimately, enforcement of these laws and regulations is critical.

How, if at all, has the position of the U.S. evolved when it comes to identifying possible avenues of cooperation with Serbia?

This year we are celebrating 20 years of USAID assistance to Serbia. Over that time, our approach to cooperation has certainly evolved. But one important change has stood out in the past few years: Serbia is no longer struggling to stabilize its economy, to deal with runaway inflation, or to reduce massive 16

unemployment throughout the country.

Serbia has successfully addressed these urgent problems and is now focused on the challenge of positioning its economy for long-term sustainable growth. Thus, our relationship is changing from a focus on stabilization to a focus on supporting future economic growth. A good example of this is the establishment of the Development Finance Corporation office in Belgrade, which aims to facilitate new strategic investment to help integrate the Western Balkan countries.

We also have new consultations with

We strongly support the initiatives of the Regional Cooperation Council, the Mini-Schengen initiative, and the new Common Regional Market as a way to facilitate trade, transportation, and labor mobility within the Balkans the Ministry of Mining and Energy on improving the legal and regulatory framework to support new investment in renewable energy, as well as to ensure environmentally sound and sustainable mining practices. These are the types of cooperation that Serbia has identified

as being most important at this stage in the country’s development.

Given that the U.S. strongly supports the EU accession process of Serbia and the countries of the region, how do you view the current stalemate, especially from the perspective of the region’s economic opportunities?

We certainly recognize that the slow pace of the EU accession process is frustrating. However, we are encouraged that Serbia is looking for new ways of advancing economic integration in spite of this situation. The initiatives of the Regional Cooperation Council, the Mini-Schengen initiative, and the new Common Regional Market have given us reason to hope that the countries of the region can work together to facilitate trade, transportation, and labor mobility within the Balkans.

We strongly support these initiatives.

They are important not only for improving economic growth and living standards throughout the region, but, if successful, they will demonstrate to Brussels that the EU candidates of the Western Balkans can work together to support their mutual goals of economic advancement despite political differences. This cooperation will be crucial to eventual EU accession.

How has the COVID-19 pandemic impacted on the objectives of your department, if at all; and what do you see as the most important milestones for your work in 2021?

While the pandemic has been a painful struggle for us all, it has not affected our goals or our overall work. If anything, Serbia’s response to the pandemic has demonstrated how much progress the country has made in stabilizing its economy and preparing for such emergencies.

Serbia’s pandemic response also included implementation of the CEFTA-EU Green Lanes initiative, which helped ensure continued delivery of critical medical supplies and equipment throughout the pandemic. These important successes have simply confirmed our view that the Embassy’s economic engagement with Serbia should remain focused on the policy steps I have outlined above, which will position Serbia for long-term sustainable economic growth.

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USA 2021

INTERVIEW

IVAN MILETIĆ, FIRST VICE PRESIDENT OF AMCHAM SERBIA

TIME FOR OPTIMISM Almost two-thirds of AmCham members have realized or even exceeded plans for the first quarter of the current year, and as many as 65% of them believe that they will achieve growth in their operations, compared to both 2019 and 2020. In addition to this, 27% of members plan to hire new colleagues. The activities of our members show that the economy is really recovering faster than we expected

but also thanks to fiscal and monetary incentives, expressing myself in the spirit of the current European Football Championship, on home soil,” says our interlocutor.

I

’m an optimist despite the pandemic, and my optimism is shared

by AmCham members - says AmCham Serbia First Vice President Ivan Miletić. This optimism is based on the results of a survey conducted by AmCham among its member companies during April. The optimism of AmCham members for this year is reflected, first and foremost, in the fact that almost two-thirds of them realized or even exceeded their plans for the first quarter of the current year.

The situation is the same when it comes to employment. Optimism is not waning, because 37% of members plan

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to hire new colleagues, while 57% plan to maintain last year’s level of employment. Additionally, this good news is complemented by the fact that as many as 65% of AmCham member companies believe that they will achieve growth in their operations, compared to both 2019 and 2020.

“Judging by the economic results for the first quarter of 2021, we are awaited by a more successful year, with more favorable growth projections. The economy is recovering faster than we expected. As we know, there are both external and internal reasons for that from the recovery of the world economy,

What is different from the previous period in the so-called “new normal”, and what has remained the same?

Apart from ensuring conditions to maintain health, safety and security, with which I mean personal, family and team safety and security, the absolute winner of the “new normal” is flexibility.

All of us who recognized that immediately and adjusted quickly, and continue to do so, will maintain our business advantage over the long run.

Of course, nothing can replace the time that we spend together with colleagues, and it could be said that, in this “new normal”, we must take even more care to ensure that team spirit and company culture do not become collateral damage. I hope that the high number of vaccinated people, as well as adherence to basic measures like social distancing and the disinfecting of work areas and surfaces, will enable us all

SUPPORT

INNOVATION

With its timely and extensive package of measures, first in 2020 and then in 2021, the State impacted positively on economic results being significantly better than could have been the case

At Philip Morris, with the help of science and technology, we succeeded in simultaneously meeting the needs of our consumers, providing a significant contribution to public health and improving our operations

to return to our offices at full capacity as soon as possible. Of course, a lot has changed in the last two years, but those changes also created new space for development, especially in the field of the digitalization of communication and many business processes. At the same time, these changes have various consequences, which is why they need to be analyzed, corrected, improved ... abolished.

At the end of the day, what’s good for me and my company isn’t necessarily the right solution for you and yours. And that again brings us back to “flexibility”, which is definitely the key.

It is also a commendable fact that Serbia’s fiscal stability is sustainable, while it is also positive that high growth of public investments is planned for this year, that awareness of the need to accelerate the digitalization of public administration exists, etc. However, there is still a lot of work that needs to be done, regardless of the pandemic!

In order for us to successfully implement our optimistic expectations by the end of the year, an absolute precondition is to continue working on improving the rule of law and the efficiency of the judiciary, while reducing corruption and

How would you rate the work of the Government of Serbia in this extraordinary period – in terms of administration during the pandemic - and in the regular implementing of reforms? When it comes to ushering in the future, what are the most important issues for your members today?

The successful implementation of mass vaccination is crucial for all economies, including ours, because it creates the conditions to do business unhindered, to open borders and enable the movement of people, goods and services. It is highly commendable that our country is working effectively on the mass immunization of the population, in which we are at the top of Europe. That is a very good starting point.

Moreover, with its timely and extensive package of measures, first in 2020 and then in 2021, the State impacted positively on economic results being significantly better than could have been the case. AmCham members consider that assistance should always be directed towards the hardest hit sectors of the economy, and during this period those were tourism, HORECA and export sectors that experienced a major fall in demand, as well as micro, small and medium-sized enterprises.

If we continue working seriously to improve the work of institutions, from the efficiency of the state administration to the judiciary, I believe that we will make our economy even more attractive for larger domestic and foreign investments, including American ones. And it is precisely these areas that are in AmCham’s focus increasing the transparency of the legislative process, and especially monitoring the implementation of regulations and measuring their effect. Those are also the priorities that our members see in the field of reform policies, along with the improving of the efficiency of public administration through the enabling of electronic communication with all bodies, in the optimizing of procedures and their digitalization, but also in the improving of tax, customs and Forex and health procedures. Combating illicit online trade, improving environmental laws and the labor law are also high on

PRIORITIES

Combating illicit online trade, improving environmental laws and the labor law are high on the list of priority reforms to create a better economic environment

the list of priority reforms to create a better economic environment.

And last but by no means least, there is the synergy between public and private health aimed at achieving better effects in protecting the health of citizens.

How much has Serbia changed, and how much has it remained the same, compared to the time when AmCham Serbia was founded 20 years ago?

We’ve really come a long way in 20 years. We started modestly, with 21 founding members. And today the American Chamber of Commerce in Serbia brings together over 200 American, international and domestic companies that employ approximately 97,000 Serbian citizens and have invested a combined total of 14 billion euros in the country.

The American Chamber of Commerce is the leading independent business association in Serbia today, which bases its activities on improving the business environment, the professional training, education and promotion of its members, as well as on enabling business contacts among members.

But there’s no stopping on the road of development and reform. This year marks the culmination of our second decade of successful operations. As in the previous 20 years, our goal is to continue launching initiatives in cooperation with the Government of Serbia and to contribute to the creation of strategies and policies that improve the regulatory framework for doing business, encourage the growth of the Serbian economy and increase the number of jobs. In the period ahead, AmCham will strive, continuously and with dedication, to identify needs for improvement in all business aspects.

In which areas have AmCham members, as investors and advocates of reform policies, left the most visible mark?

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USA 2021

INTERVIEW

Among the most significant American investments in Serbia are those of companies like - and I will mention only a few - Philip Morris, Coca-Cola, Ball Packaging, Microsoft, Oracle, IBM, NCR, Sitel etc. And, in recent years, companies from the automotive industry, such as Johnson Controls and Cooper Tires. I believe that, despite the existing presence of these important names, there is still room for a stronger inflow of U.S. investments in Serbia. If we continue working seriously to improve the work of institutions, from the efficiency of the

own place on the map of business ideas and increasingly attractive business environments.

Philip Morris, as the company I come from, actually recognized this potential through StarTech, a project to support small, innovative businesses that will undoubtedly lead to accelerated economic development based on science, creativity and new technologies.

state administration to the judiciary, I believe that we will make our economy even more attractive for larger domestic and foreign investments, including American ones. And it is precisely these areas that are in AmCham’s focus.

As in the previous 20 years, our goal is to continue launching initiatives in cooperation with the Government of Serbia and to contribute to the creation of strategies and policies that improve the regulatory framework for doing business, encourage the growth of the Serbian economy and increase the number of jobs

Serbia’s Nordeus was sold to American company Take-Two Interactive Software, Inc. Do you consider that an exception, or do you see the possibility of American companies starting to pay more attention to monitoring innovative companies in Serbia?

We are aware that Serbia is a small market that is not easy to place on the map of large investor countries like America. At the same time, we are undoubtedly characterized by creativity, breadth of education and business thinking, expertise and the kind of positive attitude that’s essential for success.

That’s why I firmly believe that, even though we are small on the geographical map, we are certainly finding our 20

Creativity and new technologies are usually linked to startups. How difficult was it for a large company

like Philip Morris to transform from a traditional industry and start applying that conemporary model of doing business?

It is difficult, but is actually the only logical step for a large company that has an ear for the needs of its consumers and plans its business over the long run.

We’ve invested huge funds in science,

which enabled us to come up with a product that’s less harmful than cigarettes and has already helped almost 20 million smokers around the world choose a better option than continuing to smoke. Thus, with the help of science and technology, we succeeded in simultaneously meeting the needs of our consumers, providing a significant contribution to public health and improving our operations. It is today especially noticeable how visionary this shift towards better options was, due to the pandemic that compelled consumers to think more, reconsider their earlier

choices and try to stop or at least reduce the harmfulness of all their bad habits.

What is the place of your cigarette factory in Niš when it comes to the global transformation of Philip Morris?

Under the ideal circumstances, the future without tobacco smoke would begin for us today, and our factory in Niš would switch completely to the production of alternative products. However, we are realistic when we say that people wouldn’t immediately stop smoking if we stopped supplying the market with high-quality cigarettes from our factory, rather they would merely switch to competing products, but also those that are procured on the black market. In order to overcome habits that they’ve had for many years, and in some cases for many decades, smokers need information, encouragement, and support. That’s why we’ve also redirected activities related to the commercialization of traditional products towards the future without tobacco smoke.

USA 2021

ALEKSANDAR PAVLOVIĆ, IT SOLUTIONS DIRECTOR, AIGO

AIGO is a company that has a “360 degree” perspective on the new demands that modern business places on the IT sector, because at this moment its services encompass everything from printing solutions to the development and systemic integration of new applications and software solutions The pandemic itself highlighted the weaknesses of old IT models and traditional “on site” solutions. For example, by observing the entire supply chain and network, we see that the unavailability of hardware, aggravated transportation possibilities and the availability of appropriate staff impacted significantly on operations, and it then became obvious that the advantage was with foreign companies that have spent many years carefully monitoring and adopting these technologies, such as “cloud” solutions, and I count AIGO among those companies.

T

he IT industry has always been dynamic and on the move, and that is especially so today. That’s why it was invaluable to hear what Aleksandar Pavlović, AIGO’s IT solutions director, thinks about the new changes on the IT market as a whole.

What is your opinion regarding the general situation facing the IT market?

As we all know, 2020 was anything but normal, and that analogy can also be applied to the IT industry. From numerous relevant sources, through conversations with the CFO, we have concluded that restrained optimism exists in several segments, especially when it comes to the countries of Central and Eastern Europe (CEE) and the region in which we operate. Specifically, almost half of them are optimistic regarding financial growth, 35 % expect an increase in operating margins, while about 44 % believe that their number of employees will remain unchanged.

Do you create software solutions that are in accordance with the needs of each client or solutions that adapt to various needs?

There is an ever-increasing trend for IT professionals not to be narrowly specialized exclusively on IT skills, but rather for them to be required to possess other knowhow and skills that are needed to properly understand demands and to place the final product with the user to the mutual satisfaction of company and client. That’s why companies that have invested in the so-called reskilling of their experts have sustained their operations or even secured growth during these turbulent times.

Does the survival and development of companies today also depend on their ability to change and to innovate a product or service?

It is up to leaders to predict a new future, otherwise that future will not exist for them, nor will they be part of it. Survival itself, but also development, are part of a corporate strategy that has always been challeng-

BUSINESS

ONLY LEADERS PREDICT THE FUTURE ing and must always be based on certain assumptions and technologies. Adapting companies to modern business conditions cannot be imagined today without the applying of IT technology and business applications. Companies that have recognized the possibilities of modern technologies, and which are ready to reengineer their business processes, successfully keep pace with the modern way of doing business, while companies that don’t recognize the importance and significance of this area in their operations end up becoming marginalized on the market.

Adapting companies to modern business conditions cannot be imagined today without the applying of IT technology and business applications The new transformations of the market have led to the emergence of a sector that develops new software solutions. What is expected of you?

The fact is that everything is available to everyone today - software, hardware, infrastructure – and all in accordance with similar technologies and models, but the essence is in the way they are used, while also achieving a comparative market advantage and recognizability, and this is universal principle that applies regardless of the time in which we operate.

We continuously listen to the market and the demands of business, investing in the education of employee and striving to be a leader in the creating of new IT services and other services that ensure continuous development for our clients.

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USA 2021

BUSINESS

DARKO SOKOVIĆ, MANAGING PARTNER, PROPULSION

SERBIAN CITIZENS RECOGNIZE SPIN Propulsion, a regional organization with more than 180 associates across Europe, collaborates with brands, developmental partners and governments on programs that each year invest millions of dollars in creating positive social change The company that I run celebrated its tenth anniversary this January. If someone had told me, at the time we founded it, that we would celebrate 10 years of doing business, I wouldn’t have believed them.

However, anyone who doesn’t believe in miracles isn’t for business.

As a full-service communication organization, we specialize in social impact campaigns and projects. We are the leading supplier of social impact communications in the Adria region and wider today, working with brands, de-

PHOTO: Propulsion/Danijel Rakić

It’s good that people know how to recognize fake news, but when you ask them where they get their information, they cite the same media outlets that post fake news

H

ere Propulsion’s Darko Soković speaks to CorD about innovative communications, a project being implemented together with USAID, social impact, “new literacy”, the development of technology and digitalization, new media, spin and other phenomena related to information and disinformation.

Propulsion is an organization that works in the areas of innovative communications and social impact, but what does that actually mean?

Who are your clients? With whom do you collaborate?

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velopmental actors, and governments on transformative campaigns that are worth more than a million dollars a year. We boost critical thinking, problem-solving, digital and media literacy, preventing radicalization, and other crucial communication skills and programs in an ever-shifting world.

Your “Media Initiatives and Partnerships Support” program, which you’re implementing in partnership with USAID, is recognized publicly under the name “New literacy”.

What is it all about and where did the new literacy come from? Is it linked to technology development and digitalization?

This program relies on a new, yet so logical reality that we are resolutely

introducing: We invest huge efforts and resources into understanding the people we address – their habits, needs, ideas, values, ways of getting informed, how they mourn, and how they celebrate. To that end, we constantly conduct a comprehensive research series that forms the basis of all our programming decisions.

The results are also regularly published at novapismenost.rs, because we believe that verified information that provides the basis to make the right decisions must be available to everyone.

In a four-year program cycle, we work closely with the Ministry of Culture and Information and other stakeholders, boosting critical thinking and media and information literacy skills among parents, teachers, public servants, influencers, and business leaders alike, by tailoring custom-made manuals, training modules, and campaigns. These will be systematically embedded in existing systems and curricula, while new approaches will also be created. In 2021, the program strongly supports teachers, students and the education system to strengthen their digital capacities, while also connecting students with some trailblazing companies and their leaders. It is important that our youth sees the future that is actually happening today in Serbia, both in school and in the community, so that they are ready for everything this century will bring.

What has been shown by new research, or rather what is shown by the “Media Literacy Index in Serbia”? Are we improving; are we seeing a change in our interests, the topics that attract our attention, sources of information, etc.?

Will the education system also be in charge of improving “media literacy”? Should children be taught the basics of media literacy while still in kindergarten?

The issue of media and digital literacy is really critical, first and foremost for the education system, but also for other segments of our society. We live in a time

Citizens and businesses have a high level of understanding of the media and digital environment, and are above the European average in many areas when the changes taking place around us can become obstacles if we lack the knowledge to understand and use them.

It seems to me that the responsible and wise use of new technologies is something that isn’t problematized enough.

Given the huge percentage of citizens who choose to get informed through social networks, could it be said that those same citizens are responsible for shaping public opinion, for intentionally and inadvertently disseminating real and fake news, information and disinformation?

Technological development and its complexity, as well as the subsequent technological gap, result in a lack of understanding of systemic and individual solutions as essential premises for the informed citizen. High-quality information is one of the axioms of democracy, and understanding media operations is a prerequisite to act on the merits of the

content they produce. In that process, media and information literacy becomes an instrument and precondition for understanding the media environment and quality information. However, the media’s loss of citizens’ trust is certainly an alarming indicator of the situation in this area. Admittedly, it’s a good thing that people know how to recognize fake news, but when you ask them where they get their information, they cite the same media outlets that post fake news.

This brings us to the question of whether we, as citizens, want to be adequately informed. We still have to work more on our skills, but we aren’t in such a bad position. We are doing well when it comes to in interpreting the information we receive, and are only slightly worse when it comes to creating new content, and we really have huge responsibility in that sense.

Despite all the advantages, coping without an ability to understand can lead to numerous challenges. If you are seeking consolation, rest assured that you’re not the only one for whom everything isn’t really that clear. That’s why we’re here, with our program and our partners, to together resolve all doubts and help clear the view ahead of us, in order for us to know where we’re going.

PHOTO: CMC/Radivoj Hadžić

Here’s a piece of exclusive information for your loyal readers: 67 percent of teenagers in Serbia, or youth aged from 12 to 17, have TikTok accounts.

What does this mean for someone who’s a parent, for example, or someone who’s a leader? Would you, for example, be among those parents who made a fuss when one Belgrade municipality brought a successful TikToker athlete to give a lecture to children at school? The children, clearly, went crazy with joy, while the parents were left shocked and offended.

Although you or I hadn’t even reliably heard of TikTok until around a year ago, two percent of all our citizens now say that it is the main platform they use to inform themselves about the world around them. That may seem trivial, but data from the research show that only one percent more than them (three percent) use Twitter for the same purpose.

Citizens place the greatest trust in internet portals (24 percent of respondents), while just two percent of people in Serbia trust the press. However, just for us to be informed, as many as four percent of all our people trust influencers the most!

As you perhaps already know, the Media Literacy Index represents the perception of citizens in terms of how they handle the media environment, the extent to which they check sources, and how careful, focused and aware of possible sources they are. When it comes to Serbia, the average media literacy grade is 3.91, on a scale of 0 to 6, which means that we are very good. Citizens and businesses have a high level of understanding of the media and digital environment, are competent in use of the digital channels available to them, are capable of recognizing spin and fake news, and are above the European average in many areas.

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USA 2021

INTERVIEW

SHANLEY PINCHOTTI, USAID ACTING MISSION DIRECTOR FOR SERBIA

GREAT PARTNERSHIPS STAND BEHIND OUR SUCCESS The Serbia of 2021 is a far different place than it was twenty years ago, when the economy was in shambles and democracy was in its infancy. We aren’t talking about basic building blocks and infrastructure today, but about innovative industries driving economic growth, complex policy development to modernize democratic and market institutions, and building digital skills. This is what “20 Years of Partnership” stands for.

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ver two decades of partnership, we’ve provided the resources and technical assistance, but it is really our Serbian partners who make the change happen - says USAID Acting Mission Director for Serbia Ms. Shanley Pinchotti, summarizing the essence of collaboration between USAID and its numerous partners from the ranks of government institutions, businesses and civil society, which is today being celebrated under the slogan “20 Years of Partnership”.

“We chose #20GodinaPartnerstva as our theme because partnerships have been crucial to everything we’ve achieved”, says our interlocutor.

What were the most important building blocks on which this relationship was built?

Since 2001, USAID has worked with a wide range of partners here to implement $857 million in development programs.

While we’ve always concentrated on working with our Serbian partners to drive economic development and strengthen democracy, we’ve also worked together to address humanitarian crises, like flooding and mitigating the impact of COVID-19.

I’m always happy when I hear from people about how many of our projects helped bring about long-term, positive change.

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I can’t stress enough how much more we are able to achieve when we have strong partnerships like the ones we’ve forged here over two decades. We work directly with government, private sector, and civil society actors who are committed to identifying solutions to the challenges facing Serbia and to working with us to implement those solutions.

We provide the resources and technical assistance, but it is really our Serbian partners who make the change happen.

How has your support to Serbia evolved, in terms of major areas of support and financial assistance?

I am very happy to say that the Serbia of 2021 is a far different place than it was twenty years ago. Back then, the economy was in shambles and democratic institutions were struggling to provide citizens with the services they needed.

We realized that we needed to help Serbia implement reforms, both from the top down and from the bottom up. We also needed to establish mutual trust.

Through one early program, we partnered with communities to implement approximately 5,000 different projects.

Citizens voted on priority projects, and we worked together to repair roads, renovate health centers etc., doing whatever it was that communities felt they needed.

Those activities helped restore peoples’ faith that their voices mattered, while making improvements at a local level.

We also wanted to encourage investors to look beyond Belgrade, so we started working with forward-leaning cities to improve their business enabling environments to attract investments and create jobs. Many local governments, which were initially skeptical, saw the success of other cities and asked to join our activity, or replicated what we’d done.

As Serbia’s capacity has evolved, so has our partnership. Technological advances have created many possibilities, while also challenging government institutions, businesses and civil society to keep up or risk becoming obsolete. Our programs are no longer about basic building blocks and infrastructure. We are now talking about innovative industries driving economic growth, complex policy development to modernize democratic and market institutions, and building digital skills.

This April, the U.S. committed $22 million in additional aid to Serbia’s reforms and introduced a new development strategy. What will you be doing differently?

We remain focused on helping Serbia strengthen its economy and democratic institutions, but the operating environment has changed. For example, COVID-19 has affected all aspects of our lives, so our new strategy will look to also build Serbia’s resilience to such stressors. We’re also looking at challenges in areas such as health, energy and the environment to see where our expertise and resources can make a difference. We are concerned about some of the developments in terms of democratic fundamentals, so we will be working with the government and citizens to ensure that those democratic freedoms remain.

One big area going forward for us will be

Since 2001, USAID has worked with a wide range of partners here to implement $857 million in development programs focused on economic development and the strengthening of democracy improving Serbia’s public procurement system and building greater transparency and accountability.

Media freedoms have been one of your major focuses over time.

How would you summarize the way you’ve approached this issue and what were the major achievements?

American newscaster Walter Cronkite once said, “Freedom of the press is not just important to democracy. It is democracy.” We agree, and that’s why USAID supports independent media in most of the places we work.

While we are supporting the OSCE and other relevant stakeholders to complete and implement the media strategy and subsequent legal reforms to improve the environment for free media, we know that financial independence is key to media freedom. To have a successful media outlet, you don’t just need good journalists, you also need good

businesspeople to bring in the revenue that enables outlets to maintain their independence. We’ve recently helped a number of outlets to diversify their income streams by making it easier for their audiences to support them. We’ve seen that media consumers are willing to financially support their favorite outlets. We’re also helping outlets to start thinking and working outside their “traditional media” boxes. Radio stations can no longer simply broadcast over FM radio waves if they want to reach younger audiences that want content when and where they want it. This requires changes in thinking, from both the content producers and the people who need to raise the money to keep the lights on and staff paid. We are also working with the wider community of digital entrepreneurs, like podcasters, to adopt new information channels and business models to navigate this new world.

Citizens of Serbia continue to perceive corruption as one of the top three problems in the country, alongside low wages and unemployment. How much has USAID and its partners changed the picture?

Corruption is a problem that can only be addressed by approaching it from both sides. You need to shine a light on the problem, so that citizens can see it, identify it and call for a stop to it. Meanwhile, systems need to be put in place that make corrupt practices more difficult to carry out, easier to catch and carry harsher punishments for perpetrators.

Over the years, we’ve worked on a number of activities to help tackle corruption challenges. Early on, we helped municipalities to open Citizen Assistance Centers (CAC) to make citizen interaction with their local governments more transparent and efficient.

The CACs have windows instead of mazes of hallways and closed doors.

Everything happens in the open, and I think that makes a difference.

To help government institutions and civil society, and to guide our work, USAID supports an annual corruption perception survey. Citizens repeatedly express the need for government insti25

USA 2021

INTERVIEW

tutions to protect whistleblowers and do more to investigate and adjudicate corruption. USAID has helped increase transparency and citizen participation in local governments. Our partners, with Sombor being a great example, have demonstrated dedication to improving transparency and have made admirable progress. We’re also helping youth to directly engage with their local governments, take part in budget planning, and receive funding from local governments for their projects.

Meanwhile, USAID’s support to enhance independent oversight of government has resulted in the State Audit Institution (SAI) adopting an annual planning policy and implementation of risk-based oversight of government performance focused on corruption-prone areas.

Where do you see the role of USAID in supporting the EU accession process, which is currently stalled?

The pandemic and other factors have undoubtedly slowed recent progress, but we remain focused on helping Serbia enact the kinds of reforms that move the country not just towards EU accession, but also towards being a better functioning democracy with a stronger and more equitable economy. The United States Government strongly supports Serbia’s EU accession process, and our job at USAID is to keep supporting the reforms that contribute to that process and create better living conditions.

One of the most interesting projects you have supported for a long time is food production. What can you tell us about Serbia’s potential in some of the most innovative areas, including the production of smart food?

Anyone who has had the opportunity to try Serbian food knows how absolutely delicious it is. You would think it would sell itself, but for Serbian farmers and agribusinesses to get maximum returns on their hard work, small adjustments have to be made all along the value chain to make products export ready. Meanwhile, consumers need to learn about the great quality of Serbian products.

We’ve had tremendous success working with agribusinesses. We know that

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formation of Serbia’s first Apple and Fruit Association. This led to substantial increases in exports and, hence, the value of their produce. Our work with retail chains has helped small, specialty food producers reach customers all over Serbia. We have helped producers develop fully traceable and healthy food products to meet increasing demand for smart foods. We worked to connect U.S. universities and Serbian faculties to support the process, and partnered with the government and local banks to increase financing opportunities.

We firmly believe that maximizing returns on agriculture, considering its role in the economy and the number of people engaged in it, is key to equitable economic growth.

The United States Government strongly supports Serbia’s EU accession process, and our job at USAID is to keep supporting the reforms that contribute to that process and create better living conditions high-value export markets represent their best opportunity for growth. To seize on this, modernization of production, improvements in the labor force, and the uptake of new technologies are necessary. We helped the sector to identify markets and buyers for improved products, and enter new markets for apples and blueberries through the

One of the most exciting areas of your work is related to women’s entrepreneurship, startups and innovation for growth. What does the future of our partnership hold when we look at these areas?

We have been looking at ways to support broader-based economic growth and have undertaken some new programming in a number of new areas, to see how we can help selected target segments of the population. In the past two years, we’ve been working with Impact Hub to support the WE Founders program to help women IT entrepreneurs start businesses and find investments to grow. We have seen a lot of interest in that program, with many unique business ideas coming from talented women, including one particularly profitable software that provides 3D virtual teleconferencing, which soared on the market this past year, during COVID. In terms of innovations and startups, we are launching two new programs in that area. One that is looking at eight new, emerging segments of Serbia’s economy to help startups in these industries grow. We will be initiating another brand-new program very soon, in order to build an entrepreneurial mindset within the younger generation in Serbia. Together, these programs will amplify Serbia’s innovative ecosystem and build its role into a regional and global hub for economic development.

USA 2021

JELENA KNEŽEVIĆ, PARTNER, LEITNERLEITNER

The key to gaining a competitive edge in business is competence, reliability and speed – principles that LeitnerLeitner has been putting into practice for more than 60 years. This company believes strongly that the outstanding technical skills of its team, and the high-quality services it provides, are key factors of its success in Serbia

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e apply an interdisciplinary and dynamic approach, so that we can explore all possibilities and find the best course of action for each client. Our staff’s expertise and integrity play a decisive role in the process - says LeitnerLeitner Partner Jelena Knežević.

LeitnerLeitner is a company that has existed for more than 60 years, while this year you’re celebrating your tenth birthday in Serbia. Are you satisfied with your achievements to date?

A decade of doing business is certainly a great success for us, and the positive outcome of the business is reflected in the fact that we are recognized by clients as a reliable partner. Our consistently highquality standards have also helped us achieve success and constantly increase our locations in CEE and SEE. The key source of our successful work are our employees. Our offices work together closely, while we also cultivate close professional relations with a number of renowned consultancies. We can thus eliminate country-specific risks and find the best possible solution. LeitnerLeitner Academy has its origins in Austria, and we sincerely hope that the coming period will allow easier travel, so that our employees can attend courses in Austria, which was the practice before the pandemic.

The pandemic showed us how small and vulnerable we are. How has it been traversed by your clients, our economy, Serbia as a whole…?

BUSINESS

READY TO REACT PROACTIVELY action during this difficult time, which makes me extremely proud.

This is the year in which the consequences of the pandemic will be shown.

Serbia is a country with an excellent

What we can see from a professional point of view is that 2021 will definitely follow the approach of previous years geostrategic position and excellent bilateral relations with numerous countries.

These benefits must be used in order to recover our economy in the coming period.

One of LeitnerLeitner’s main corporate strengths is caring for our employees, clients and the community. My team has shown its strength and flexibility of

Do you think this is a good time to invest in Serbia, whether that relates to foreign investors or domestic entrepreneurs? What should one invest in today?

In a word – yes. LeitnerLeitner has numerous multinational clients who’ve already made huge investments in Serbia, and there is also a significant number planning to launch new investments.

Also, in statistical terms, more than half of all FDI in the Western Balkans from 2010 to 2019 was invested in Serbia, which represents one of the highest amounts of FDI in the entire CEE region.

What we can see from a professional point of view is that 2021 will definitely follow the approach of previous years. We are aware that 2021 presents an enormous challenge, with numerous obstacles, and we must all be ready to overcome all difficulties. In order to enhance the potential in the post-pandemic world, we should be prepared to proactively react, and to work together to build a more competitive business – to maximize the stronger side of our economy and minimize the weaknesses. Each sector is valuable when the economy is considered as a whole, while all sectors need to be developed in order for all other industries to be more successful and competitive. We are all part of one system, and the problems of one affect others – that’s why the business sector has to be united and active in furthering legislative, fiscal and tax changes.

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USA 2021

INTERVIEW

VLADIMIR MARINKOVIĆ, DIRECTOR OF THE SERBIAN-AMERICAN FRIENDSHIP CONGRESS

THE U.S. IS JUST AS IMPORTANT TO US AS THE EU No one should doubt that the right address for resolving any geopolitical issue is in Washington, and that cooperation in that domain with the U.S. is crucial, ensuring the guaranteed long-term stability and prosperity of our citizens.

Trump and President Aleksandar Vučić, stating that this is obviously seen as a positive message in Serbia, given that research conducted just two weeks after the signing showed that the number of Serbian citizens who support rapprochement with the United States has increased by 250 percent. “From the new administration, we expect continuity and the realization of agreed projects, such as the operational work of the Development Finance Corporation in Serbia and, of course, an attitude towards Serbia and the region that will not imply the old autopilot policy,” concludes Marinković.

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ilateral relations between Serbia and the United States are at a very correct level and are recording a constant rise and dynamism in the field of investment and economic cooperation - assesses Vladimir Marinković, director of the SerbianAmerican Friendship Congress, speaking in this interview that we’ve devoted

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to topics like the 140th anniversary of the establishing of diplomatic relations between Serbia and the United States, and the future of those relations.

Our interlocutor notes that cooperation at the political level was bolstered drastically during the time of the Trump administration, following the signing of the Washington Agreement by President

We know that Serbia organized special flights for U.S. citizens, donated protective equipment and tests, and distributed vaccines in the region, which are all parts of the mechanism for improving mutual relations during the COVID-19 pandemic. What should be added to complete this picture?

Everything that Serbia has done during the crisis caused by the Covid-19 pandemic has been respected highly in America, especially the fact that Serbia, in addition to fighting at home, also managed to help countries in the region, and even some EU member states and the U.S. This fortified America’s conviction that Serbia and President Vučić are excellent at managing crises; that we

are unquestionably an economic leader and a factor of stability in the region.

Unlike some EU member states, the U.S. has never brought into question the fact that Serbia secured four different types of vaccines and that this is a good thing for both Serbia and the region, regardless of the sources of the vaccines. It is now necessary to exert even more effort to make trade cooperation even better, considering that Serbia has proven itself to be a stable and relevant country for cooperation in crisis situations.

Why was so long need to establish the Serbian-American Friendship Congress, and in which ways should it improve mutual relations?

The main goal of the Serbian-American Friendship Congress is to bring together all relevant stakeholders and states that have the capacity to improve cooperation between Serbia and America, and recognize the strategic importance of doing so. It is logical that Serbia, with its long tradition of good relations with the United States, should be an American ally and strategic partner in this part of Europe. The conflicts that emerged in the ‘90s can help us understand that nothing is taken for granted in geopolitics, but that alliances and friendships should be improved on a daily basis. That’s why it’s important for us to strengthen cooperation in all segments, which is why our Congress brings together politicians, people from the business community, universities, NGOs, each of whom can contribute, in their own way, individually and institutionally, to our relations reaching the highest possible level.

Last April saw the launch of the first Serbian-American Academy for Leaders, aimed towards providing practical and theoretical knowledge on the most important issues concerning the U.S. What do you expect from this project?

A year after the first cycle of our Academy, we have 130 alumni; young, highly educated people who, in the near future, should work on realizing this goal to the extent that they are able in the positions in which they find themselves in social life. It is important for our

Unlike some EU member states, the U.S. has never brought into question the fact that Serbia secured four different types of vaccines and that this is a good thing for both Serbia and the region, regardless of the sources of the vaccines young people to have the opportunity to get to know America, the way the states function, the economy, foreign policy, in order for us to create an environment for them to get acquainted with young people from America, with whom they will jointly build the future of these two countries that share very similar values.

The Serbian-American Friendship Congress and organization East West Bridge (EWB) signed a Declaration of Cooperation earlier this year that relates to joint work to support state bodies in establishing even better relations with the U.S., further developing the European perspective, market economics, transatlantic cooperation and integration. Is there a clear vision of the main areas of work and tangible steps?

We’ve already launched specific activities with our colleagues from EWB, and on a monthly basis we organize panel debates and conferences related to cooperation in the economic, military and cultural domains, where we include

people from Serbia and the U.S. who can help in the process of better positioning Serbia in the States and intensifying contacts in different areas.

Who can join this initiative and how?

All those who sincerely consider cooperation with the U.S. as being the highest interest of Serbia, and who see a future Serbia as a modern, economically and militarily strong country that’s dedicated to transatlantic integration and cooperation.

Your objective is for Serbia to reach the level of this kind of strategic cooperation in a political sense, which would return the two countries to the level of the alliance they had a century ago. What does that mean exactly?

This means precisely that, even though Serbia’s strategic foreign policy objective is full membership in the EU, a possible strategic partnership with Washington is no less important, given that it is the country with the world’s best education system, that 85% of all innovations worldwide come from this country and that the full capacity of economic and military development can’t even be imagined without strong cooperation with America. To conclude, no one should have any doubt that the right address for resolving any geopolitical issue is in Washington, and that cooperation with the U.S. in this area is crucial and ensures the guaranteed long-term stability and prosperity of our citizens.

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USA 2021

BUSINESS

MIA ZEČEVIĆ, CEO, NOVASTON

BUSINESS PREMISES DON’T LOSE VALUE Novaston Asset Management is an exclusive leasing and sales representative for business premises that adhere to the latest trends in construction and interior design while applying green building standards, but also COVID-19 preventive elements business facilities. One of them is the “Revolution” business space, with a gross surface area of c. 10,000m2, which is being built by Granit Invest. We are the exclusive leasing agent for this business space, and are also partnering companies Schneider Electric and Novkabel on the development of the latest business and logistics center in Novi Sad. The first project will be to reconstruct the industrial production hall of the former Novkabel factory into a high-tech facility covering a gross surface area of c. 17,000m2, which is expected to open in 2022.

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espite many companies still working from home, the need exists for attractive business premises that satisfy the conditions imposed by the pandemic, which is why investors are increasingly opting to construct buildings that are “safe for work”.

Did the pandemic and shift to working from home impact on the development of business facilities?

All large construction sites remained active throughout 2020, during which several significant projects were finalized, i.e., business facilities such as Ušće 2, Navigator 2 and the final building within the scope of the Green Heart complex. On the other hand, demand isn’t diminishing either, so ever more buildings are being constructed that imply options for distancing, flexible workspaces, inflows of fresh air in conference rooms, contactless door opening, digitalization etc. We are currently working with large companies on developing these kinds of

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To what extent has the pandemic impacted on the operations of retail parks and shopping malls, and the retail sector generally?

Following the outbreak of the pandemic, retail parks, which are better known in our country as outdoor shopping malls, continued operating for the majority of the time, so this concept proved itself to be very resilient and good for doing business under altered conditions. Following the easing of preventative measures, there was great interest in visiting shopping malls and retail parks. In June of last year, the new BEO Shopping Centre opened in Zvezdara [Belgrade], on an area of 130,000 square meters. Then, at the end of October, the region’s largest shopping mall, Galerija Beograd, opened on an area of 300,000 square meters.

Novaston Platform recently participated as the exclusive support agent in the process of selling two retail facilities: NEPI Rockcastle and BIG CEE, working as a specialized associate for the entire process, which is expected to be concluded in July. A real estate sales

contract, worth a total contracted value of 61 million euros, was signed in June for the retail facilities of Kragujevac Plaza Shopping Centre and Kruševac Retail Park.

What are your further plans?

Viewed strategically, our goal for the period ahead is to further expand our operations when it comes to the business space and logistics sectors. We

We’re also continuing our expansion in the region, primarily in Croatia, and our plans include significant projects in the tourism sector have successfully continued cooperating with almost all the top investors in the market, such as IMMOFINANZ, NEPI Rockcastle, GTC and Ikea Serbia, but we’ve also established cooperation with large companies like Schneider Electric, MK Group, Aleksandar Gradnja and Novkabel.

We’re also continuing our expansion in the region, primarily in Croatia, and our plans include significant projects in the tourism sector. We are part of the Petram Resort & Residences residentialtourism project, which is located in the northwestern section of the Istrian peninsula and offers more than 250 luxury properties for residential or vacation home purposes, encompassing a gross area of approximately 100,000m2. This is the largest project of its kind in Croatia.

Our plans also include several projects in Bosnia-Herzegovina, Montenegro, and on the territory of Kosovo.

USA 2021

Before sitting unoccupied for decades, this warehouse on San Francisco’s Pier 70 was used to construct and repair ships from the 19th century through World War II. It’s now the home of Gusto, a company that makes cloudbased HR software for small businesses

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USA 2021

INTERVIEW

NEBOJŠA ŠKULJEC, DIRECTOR, MERCK SHARP & DOHME

COMMITTED TO PATIENTS’ HEALTH IN SERBIA For 130 years, Merck Sharp & Dohme has been inventing for life, bringing medicines and vaccines for many of the world’s most challenging diseases in the pursuit of its company mission to save and improve lives

been confirmed by the now five-year survival data on some of the deadliest forms of cancer, such as malignant melanoma and lung cancer. We’re continuing to investigate and dem-

Merck Sharp & Dohme aspires locally to be the most-trusted partner to Serbian Government, healthcare institutions and health workers

e need to continue in the same direction, and once we close the gap on EU countries, we need to have continuous and sustainable investment behind innovation, in parallel with reducing inefficiencies in the healthcare system,” says Merck Sharp & Dohme Director Nebojša Škuljec

onstrate the benefits of Keytruda® in a range of malignant diseases, but we’ve also strengthened our commitment to fighting infectious diseases. In parallel with developing new powerful antibiotics that are needed to address growing antimicrobial resistance, MSD is investing a lot of effort into delivering quickly on the new potent anti-COVID drug. Our Molnupiravir molecule has been shown to be active in several models of SARS-CoV-2.

Has the pharmaceutical industry been working over the past year to develop new therapies for diseases that we neglected and disregarded as a result of the arrival of COVID-19?

Prior to COVID-19, most resources and efforts were focused on developing new drugs for oncology and non-communicable diseases. MSD made a breakthrough in oncology treatment several years ago, with the development of the first immunooncology drug, Keytruda®, which showed remarkable results that have

Patients in the U.S. can take advantage of the availability of the latest therapies. How can we reduce the availability gap compared to such developed countries?

Besides investing in the development of new medicines, it is also important that innovations are accessible and affordable to the patients who need them. Spending on medicines as a percentage of overall healthcare expenditure ranges from five to 10 percent in most developed countries, to as much as 60 percent in many emerging economies. All healthcare systems

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worldwide aim to secure mechanisms to control healthcare costs while serving the need for breakthrough treatments. Serbia has come a long way in the past several years, in terms of access to innovative medicines, followed by increased investment that has resulted in much better outcomes for patients.

The second important task for policymakers and the pharmaceutical industry is to expand public-private partnerships, like the latest one coming from our company, which relates to the aforementioned anti-COVID drug Molnupiravir. We believe that this kind of partnership, as well as advanced purchase agreements, are also possible in other countries, and we are actively engaged in numerous efforts to ensure Molnupiravir is also available in Serbia, immediately after global healthcare giants like the U.S. Are you preparing to celebrate the 25th anniversary of your operations in Serbia? What is behind you, and what lies ahead?

We’ve demonstrated the same commitment to patients and the health of the population in Serbia over the past 25 years by increasing access to healthcare through far-reaching policies, programs and partnerships.

Today, we continue to be at the forefront of research aimed at preventing and treating diseases that threaten people’s lives, just as we also aspire locally to be the most-trusted partner of the Serbian Government, healthcare institutions and health workers.

USA 2021

VESELIN JANIĆIJEVIĆ, DIRECTOR OF MCDONALD’S SERBIA

McDonald’s was the first international company to arrive in the then-Yugoslavia and Southeast Europe, back in 1988, and the first restaurant chain of this kind to introduce a new business culture and a new food serving method to the region.

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elgrade has to this day preserved the level of importance that it has always had among our colleagues at our headquarters in the U.S. We are still an important market within the McDonald’s

system, and we’ve been making constant investments in Serbia every year. We’ve invested almost 60 million euros in the opening of restaurants and now have 30 restaurants across the country, and throughout all these years we’ve been helping to reduce the country’s unemployment rate, while we contribute to improving the living conditions of our fellow citizens with our CSR activities.

All of the aforementioned illustrates and proves that we are a reliable partner to our economy sector.

Throughout all these years, McDonald’s has also been undergoing changes, in terms of modernization, keeping pace with technological developments and market changes and trends, but what has been a permanent feature since day one, and something that makes our company recognizable across the globe, is the supreme quality of our products, services and customer satisfaction. The changes that we are always willing to implement, and changes that we’ve been implementing constantly over the

BUSINESS

MORE THAN THREE DECADES INVESTING IN SERBIA last couple of years, such as contactless ordering and food payment, turned out to be of key importance during the last year. Thanks to our services, such as Drive Thru, Walk Thru and McDelivery, since June last year we’ve managed to preserve our business, fulfil our targets, open four new restaurants, and refurbish several existing restaurants.

I am especially proud of our staff, the responsibility they demonstrate and efforts they exert, as well as their dedication in the most difficult of circumstances.

Team spirit, support for colleagues, meeting business compliance requirements and work ethics are included in McDonald’s core competences and its formula for success. We share our success with the local community by offering support to different sporting, art and cultural events; we help associations and institutions, as well as individuals with intellectual disabilities, by offering them an opportunity to work in McDonald’s restaurants, thus providing our support to their inclusion in society.

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USA 2021

FEATURE

150 YEARS SINCE THE BIRTH OF THEODORE DREISER

THE OUTSTANDING AMERICAN PRACTITIONER OF NATURALISM Theodore Dreiser, (born 1871, Terre Haute, Ind., U.S.—died 1945, Hollywood, Calif.), novelist who was the outstanding American practitioner of naturalism. He was the leading figure in a national literary movement that replaced the observance of Victorian notions of propriety with the unflinching presentation of real-life subject matter. Among other themes, his novels explore the new social problems that had arisen in a rapidly industrializing America

LIFE

Dreiser was the ninth of 10 surviving children in a family whose perennial poverty forced frequent moves between small Indiana towns and Chicago in search of a lower cost of living. His father, a German immigrant, was a mostly unemployed millworker who subscribed to a stern and narrow Roman Catholicism. His mother’s

Dreiser’s first novel, Sister Carrie (1900), is a work of pivotal importance in American literature despite its inauspicious launching.

It became a beacon to subsequent American writers whose allegiance was to the realistic treatment of any and all subject matter gentle and compassionate outlook sprang from her Czech Mennonite background. In later life Dreiser would bitterly associate religion with his father’s ineffectuality and the family’s resulting material deprivation, but he always spoke and wrote of his mother with unswerving affection. Dreiser’s own harsh experience of poverty as 34

a youth and his early yearnings for wealth and success would become dominant themes in his novels, and the misadventures of his brothers and sisters in early adult life gave him additional material on which to base his characters.

Dreiser’s spotty education in parochial and public schools was capped by a year (1889–90) at Indiana University. He began a career as a newspaper reporter in Chicago in 1892 and worked his way to the East Coast. While writing for a Pittsburgh newspaper in 1894, he read works by the scientists T.H. Huxley and John Tyndall and adopted the speculations of the philosopher Herbert Spencer.

Through these readings and his own experience, Dreiser came to believe that human beings are helpless in the grip of instincts and social forces beyond their control, and he judged human society as an unequal contest between the strong and the weak. In 1894 Dreiser arrived in New York City, where he worked for several newspapers and contributed to magazines. He married Sara White in 1898, but his roving affections (and resulting infidelities) doomed their relationship. The couple separated permanently in 1912.

Dreiser began writing his first novel, Sister Carrie, in 1899 at the suggestion of a newspaper colleague.

Doubleday, Page and Company published it the following year, thanks in large measure to the enthusiasm of that firm’s reader, the novelist Frank Norris. But Doubleday’s qualms about the book, the story line of which involves a young kept woman whose “immorality” goes unpunished, led the publisher to limit the book’s advertising, and consequently it sold fewer than 500 copies. This disappointment and an accumulation of family and marital troubles sent Dreiser into a suicidal depression from which he was rescued in 1901 by his brother, Paul Dresser, a well-known songwriter, who arranged for Theodore’s treatment in a sanitarium. Dreiser recovered his

spirits, and in the next nine years he achieved notable financial success as an editor in chief of several women’s magazines. He was forced to resign in 1910, however, because of an office imbroglio involving his romantic fascination with an assistant’s daughter.

Somewhat encouraged by the earlier response to Sister Carrie in England and the novel’s republication in America, Dreiser returned to writing fiction. The reception accorded his

In 1925 Dreiser’s first novel in a decade, An American Tragedy, based on a celebrated murder case, was published. This book brought Dreiser a degree of critical and commercial success he had never before attained and would not thereafter equal second novel, Jennie Gerhardt (1911), the story of a woman who submits sexually to rich and powerful men to help her poverty-stricken family, lent him further encouragement. The first two volumes of a projected trilogy of novels based on the life of the American transportation magnate Charles T. Yerkes, The Financier (1912) and

The Titan (1914), followed. Dreiser recorded his experiences on a trip to Europe in A Traveler at Forty (1913).

In his next major novel, The ‘Genius’ (1915), he transformed his own life and numerous love affairs into a sprawling semiautobiographical chronicle that was censured by the New York Society for the Suppression of Vice.

There ensued 10 years of sustained literary activity during which Dreiser produced a short-story collection, Free and Other Stories (1918); a book of sketches, Twelve Men (1919); philosophical essays, Hey-Rub-a-Dub-Dub (1920); a rhapsodic description of New York, The Color of A Great City (1923); works of drama, including Plays of the Natural and Supernatural (1916) and The Hand of the Potter (1918); and the autobiographical works A Hoosier Holiday (1916) and A Book About Myself (1922).

In 1925 Dreiser’s first novel in a decade, An American Tragedy, based on a celebrated murder case, was published. This book brought Dreiser a degree of critical and commercial success he had never before attained and would not thereafter equal. The book’s highly critical view of the American legal system also made him the adopted champion of social reformers. He became involved in a variety of causes and slackened his literary production. A visit to the Soviet Union in 1927 produced a skeptical critique of that communist society entitled Dreiser Looks at Russia (1928). His only other significant publications in the late 1920s were collections of stories and sketches written earlier, Chains (1927) and A Gallery of Women (1929), and an unsuccessful collection of poetry, Moods, Cadenced and Declaimed (1926).

The Great Depression of the 1930s ended Dreiser’s prosperity and intensified his commitment to social causes. He came to reconsider his opposition to communism and wrote the anticapitalist Tragic America (1931). His only important literary achievement in this decade was the 35

USA 2021

WORKS OF THE THEODORE DREISER

FEATURE

Dreiser’s first novel, Sister Carrie (1900), is a work of pivotal importance in American literature despite its inauspicious launching. It became a beacon to subsequent American

The ‘Genius’ (1915) is artistically one of Dreiser’s least successful novels but is nonetheless indispensable to an understanding of his psychology.

This book chronicles its autobiographical hero’s career as an artist and his unpredictable pursuit of the perfect woman as a source of ultimate fulfillment

autobiography of his childhood and teens, Dawn (1931), one of the most candid self-revelations by any major writer. In the middle and late ’30s his growing social consciousness and his interest in science converged to produce a vaguely mystical philosophy.

In 1938 Dreiser moved from New York to Los Angeles with Helen Richardson, who had been his mistress since 1920. There he set about marketing the film rights to his earlier works. In 1942 he began belatedly to rewrite The Bulwark, a novel begun 36

in 1912. The task was completed in 1944, the same year he married Helen. (Sara White Dreiser had died in 1942.) One of his last acts was to join the American Communist Party.

Helen helped him complete most of The Stoic, the long-postponed third volume of his Yerkes trilogy, in the weeks before his death. Both The Bulwark and The Stoic were published posthumously (1946 and 1947, respectively). A collection of Dreiser’s philosophical speculations, Notes on Life, appeared in 1974.

writers whose allegiance was to the realistic treatment of any and all subject matter. Sister Carrie tells the story of a rudderless but pretty small-town girl who comes to the big city filled with vague ambitions. She is used by men and uses them in turn to become a successful Broadway actress while George Hurstwood, the married man who has run away with her, loses his grip on life and descends into beggary and suicide. Sister Carrie was the first masterpiece of the American naturalistic movement in its grittily factual presentation of the vagaries of urban life and in its ingenuous heroine, who goes unpunished for her transgressions against conventional sexual morality. The book’s strengths include a brooding but compassionate view of humanity, a memorable cast of characters, and a compelling narrative line. The emotional disintegration of Hurstwood is a much-praised triumph of psychological analysis.

Dreiser’s second novel, Jennie Gerhardt (1911), is a lesser achievement than Sister Carrie owing to its heroine’s comparative lack of credibility.

Based on Dreiser’s remembrance of his beloved mother, Jennie emerges as a plaster saint with whom most modern readers find it difficult to empathize.

The novel’s strengths include stinging characterizations of social snobs and narrow “religionists,” as well as a deep sympathy for the poor.

The Financier (1912) and The Titan (1914) are the first two novels of a trilogy dealing with the career of the late-19th century American financier and traction tycoon Charles T. Yerkes, who is cast in fictionalized form as Frank Cowperwood. As Cowperwood successfully plots monopolistic business coups first in Philadelphia and then in Chicago, the focus of the novels alternates between his amoral business dealings and his marital and other erotic relations. The Financier and The Titan are important examples of the business novel and represent probably the most meticulously researched and documented studies of high finance in first-rate fiction.

Cowperwood, like all of Dreiser’s major characters, remains unfulfilled despite achieving most of his apparent wishes.

The third novel in the trilogy, The Stoic (1947), is fatally weakened by Dreiser’s diminished interest in his protagonist.

The ‘Genius’ (1915) is artistically one of Dreiser’s least successful novels but is nonetheless indispensable to an understanding of his psychology.

This book chronicles its autobiographical hero’s career as an artist and his unpredictable pursuit of the perfect woman as a source of ultimate fulfillment.

Dreiser’s longest novel, An American Tragedy (1925), is a complex and compassionate account of the life and death of a young antihero named Clyde Griffiths. The novel begins with Clyde’s blighted background, recounts his path to success, and culminates in his apprehension, trial, and execution for murder. The book was called by one influential critic “the worst-written great novel in the world,” but its questionable grammar and style are transcended by its narrative power.

Dreiser’s labyrinthine speculations on the extent of Clyde’s guilt do not blunt his searing indictment of materialism

and the American dream of success.

Dreiser’s next-to-last novel, The Bulwark (1946), is the story of a Quaker father’s unavailing struggle to shield his children from the materialism of modern American life. More

Dreiser’s considerable stature, beyond his historic importance as a pioneer of unvarnished truth-telling in modern literature, is due almost entirely to his achievements as a novelist intellectually consistent than Dreiser’s earlier novels, this book also boasts some of his most polished prose.

LEGACY Dreiser’s considerable stature, beyond his historic importance as a pioneer of unvarnished truth-telling in modern literature, is due almost entirely to his achievements as a novelist. His sprawling imagination and cumbersome style kept him from performing well in the smaller literary forms, and his nonfiction writing, especially his essays, are marred by intellectual

inconsistency, a lack of objectivity, and even bitterness. But these latter traits are much less obtrusive in his novels, where his compassion and empathy for human striving make his best work moving and memorable. The

long novel gave Dreiser the prime form through which to explore in depth the possibilities of 20th-century American life, with its material profusion and spiritual doubt. Dreiser’s characters struggle for self-realization in the face of society’s narrow and repressive moral conventions, and they often obtain material success and erotic gratification while a more enduring spiritual satisfaction eludes them.

Despite Dreiser’s alleged deficiencies as a stylist, his novels succeed in their accumulation of realistic detail and in the power and integrity with which they delineate the tragic aspects of the American pursuit of worldly success. Sister Carrie and An American Tragedy are certainly enduring works of literature that display a deep understanding of the American experience around the turn of the century, with its expansive desires and pervasive disillusionments.

Lawrence E. Hussman 37

USA 2021

FOCUS

AMERICAN-SERBIAN VIEW OF INNOVATION

WE CAN CHANGE BOTH OURSELVES & THE WORLD Not long ago, it would have been far-fetched to tout Serbia as a location for research into virtual reality, eHealth or artificial intelligence. This summer, however, three new laboratories opened at the Innovation Center of the University of Belgrade’s School of Electrical Engineering, where young, talented Serbian researchers can push the boundaries of these most advanced scientific fields in their own country.

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e asked young people who are originally from Serbia and have forged notable careers in the U.S. what Serbia should do if it wants to take a major leap forward in terms of innovation. According to the answers that we received, the secret of success is “both there and here”. In other words, we should rely on the knowledge and talent that we have but don’t sufficiently use, while we should copy some of the recipes that have already proven extremely successful.

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NENAD GRMUSA, SVP, HEAD OF TAKEDA’S CENTER FOR EXTERNAL INNOVATION

NENAD TOMAŠEVIĆ, CEO DREN BIO INC. REDWOOD CITY, CALIFORNIA

SELF CONFIDENCE IS KEY

LET’S COPY OURSELVES AND OTHERS

For me, the experience of studying in the U.S. was decisive in me gaining self-confidence, and that forms the basis for a person to feel the strength and motivation to change the world for the better.

I believe that the right example for Serbia is to enable people with ideas to work in incubators that are sponsored by the state or industry, as it is done in San Francisco.

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erbia is a country that has a lot of potential when it comes to innovation, admittedly like any other country in the world.

We have a long history of innovation, from Tesla and Pupin onwards. Innovation is born in various forms: in sports, science, business, etc. Novak Đoković is an innovator - he revolutionized tennis with his speed of shifting movement from shot to shot.

He is today studied and copied by younger generations. Branko Babić, the founder of PhiBrows, is an innovator, and he’s here in Serbia. He can provide a lot of advice on this topic. Just like Mate Rimac in Croatia.

Firstly, I think the key is in the ambition to change the world, to leave our mark on humanity, to ensure our children have the self-confidence to feel that they can do it. Nothing motivates people more than the opportunity to make an “impact,” to change the world for the better; to offer something that’s differentiated, better than what exists, and that’s in high demand. For children to have a passion for what they choose to do, for them to have the ambition to be “worldly.” And to believe they can do so.

Novak and Branko are good examples of that.

Secondly, it would be good for our successful, wealthy people to invest as venture capitalists in new companies devised and pushed by kids. That would help those children become “worldly” with the provision of capital, advice, and their own connections.

Thirdly, the education system should also be transformed into one that instills a sense of self-confidence in people, and not the other way around, as it has been to date, filtering children from elementary school onwards. For instance, I only gained academic self-confidence in America. Growing up in Novi Sad, in our education system, I thought I was extremely limited. I’m sure that every person can be successful, and an innovator – they just have to sufficiently interested in something. People today spend their entire lives learning, and you never know when a window of genius will open up for someone. So, the education system must be adapted to shape people who have the agility to learn, and new quality will emerge from that. America has nothing special to offer when it comes to innovation models, other than the three things that I’ve just listed.

erbia has made great progress in the IT field, and this is now a leading branch of industry that is able to keep pace with the world. As far as I’m aware, due to good earnings and working conditions in this sphere, workers have even started returning to the country. My suggestion is for the same recipe to be used to strengthen other branches related to technology and natural sciences.

The pharmaceutical industry is currently experiencing a boom in America. This relates to huge investments that result in the appearance of treatments for diseases that were untreatable until recently. The huge success of COVID-19 vaccines has further boosted confidence in the biotech industry and new treatment methods.

There are around a dozen incubators in the San Francisco area that help young biotech companies initiate research. Several hundred companies that deal with medicines, devices or diagnostics are currently being “incubated” there. These incubators are often linked to universities, but also larger pharmaceutical companies that are very happy to sponsor the functioning of these institutions. I think this is also the right example for Serbia, i.e., to enable people who have ideas to work in incubators that are sponsored by the state or industry. It would be logical for these incubators to be closely connected to universities.

Nenad Tomašević Ph.D. received his Bachelor of Science degree in Chemistry and his Master of Science degree and Ph.D. in Biochemistry from the University of Belgrade. He completed his postdoctoral training at the National Institutes of Health (NIDDK, Genetics and Biochemistry Branch) in Bethesda, Maryland. During his training, he discovered two previously uncharacterized proteins. He went on to join Cytokinetics, leading a team that identified small molecule inhibitors of key players involved in actin dynamics i.e., cell motility, with that data published in prestigious scientific journals. He led a protein biochemistry group at Nuvelo that implemented numerous preclinical studies on protein and antibody therapeutics. He was director of protein biochemistry at KaloBios and his team has supported preclinical and clinical activities for three clinical-stage antibodies. During this time, he was also team leader for an antibody program in allergy.

He is today the Founder & Vice President of Research at Allakos.

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NIKOLA JOKIĆ, BASKETBALL ACE

REALIZING THE AMERICAN DREAM Nikola Jokić seems to have done everything in his playing career with ease and spontaneity, even realizing the American dream. He has even succeeded in being declared this year’s Most Valuable Player of the NBA, becoming only the fourth player not born in the U.S. to earn this title. He set out from his native Sombor, where he had doubts over whether basketball was really for him, and then everything progressed at lightning speed. From Belgrade’s Mega club, he travelled straight to Colorado to join the Denver Nuggets. Many pundits thought he wouldn’t be able to handle the NBA, but he’s now ranked as the best of the best

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ikola Jokić recalls his beginnings, when he was still a boy.

“There were certain problems with coaches back then.

When I decided that I really wanted to play seriously, I went to the Sombor Basketball Club and coach Isidor Rudić.

I spent three years there. He played a very important role, because there was a period of around four months when I didn’t play or even train. That was initiated by my dad, because he saw that my euphoria around basketball had dissipated. Coach Rudić also said that I could do whatever I wanted, to enjoy myself. During that period, horses became very important in my life. We once went to the races and I really liked that. I played basketball together with the children of Vladimir Pribić, a man who works with horses, so we knew each other from earlier. I gradually entered that world, first cleaning the barn, then later sitting in the sulky cart to ride.

Vladimir Pribić still looks after and trains my horses, and I can’t wait to go to Sombor and hang out with them. I’m primarily interested in trotting horses [harness racing]; gallopers aren’t so interesting to me because I’m very big and heavy for them. In this way I can sit and ride.”

Fortunately, it was his love for horses that brought him back to the court.

“I returned to basketball because my teammates started training at the horse track, so I ran with them and gradually became interested again. We played two seasons and were champions of Vojvodina. We entered the Second Division of the Serbian League. In the last game in the provincial league, we played against Duga, a team whose shirt was worn by Dušan Bulut, today the world’s number one ranked 3x3 basketball player. We lost, but the coach of Vojvodina came to watch me. He spoke to my brother and they agreed that I would move to Novi Sad, enroll in school and play for Vojvodina. Again, I didn’t like that idea much, but they insisted. In the first two rounds, we played against Hemofarm and Partizan, and I had exceptional statistics. The people from the Mega club already contacted me then. In that half-season, we only lost to Red Star and Žitko Basket, so we finished in second

place. I transferred to Mega during the midseason break, and they immediately included me in the first team.”

Entering the world of professionals wasn’t easy. Due to his lack of physical preparedness, coach Dejan Milojević insisted that Jokić first worked to improve his strength, so he wouldn’t get injured.

“I couldn’t do any a single proper push-up. I worked with fitness trainer Marko Ćosić on strength exclusively.

That lasted almost two months. I played for Mega’s juniors, and sat at the end of the bench for first team games.

“It was all a game for me, and I wasn’t interested in what my body looked like.

I didn’t burden myself, nor was I afraid of injuries. I just enjoyed myself, carried away by the game. Then Dejan Milojević

Dejan Milojević was an elite power forward when he played basketball. He taught Nikola all the tricks of tall players, and Nikola would master them all at the first attempt. Jokić had entered the world of the big men.

“I was lucky that, at Mega, I played with basketball players like Marjanović, Veličković, Dangubić, Varda, Musli, Radović... They all play for big clubs today. However, I had the freedom to do whatever I wanted, and I thank Milojević for that. There were many times when he remained silent despite being annoyed by my moves. But I guess he saw that this would pass in the future, so he didn’t restrain me. The freedom I had with him, as well as his desire to help me, were huge.”

I was lucky that, at Mega, I played with basketball players like Marjanović, Veličković, Dangubić, Varda, Musli, Radović... They all play for big clubs today. However, I had the freedom to do whatever I wanted, and I thank Milojević for that

Nikola drew attention to himself.

He almost transferred from Mega to Barcelona, but the stars had different ideas once again. Legendary Lithuanian player Artūras Karnišovas was assistant general manager in Denver and he insisted that Jokić must come to the NBA immediately. The Nuggets chose him as the 41st draft pick.

“I don’t even know what negotiations between Miško and Karnišovas looked like, I was focused on my game. I didn’t even follow the draft. My brother Nemanja was living in New York and he celebrated my draft pick at a nightclub.

showed up and forced me to do sprints at training. I yelled that I couldn’t stand it, but he didn’t accept that. He always sought my maximum, and he was always right.”

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SPORT He called me on the phone and woke me up during the night, and all I said to him was, “Man, let me sleep. I’ll call you in the morning”! He celebrated for both of us. Prior to joining the NBA, I had the experience of playing in the NIKE Hoop Summit. That entire generation now plays in the NBA. Trey Lyles and Jamal Murray are with me and on the team. It was there that I saw that I could show something different. During those years I tended to shoot more three-pointers, and I was very precise.”

It was already clear in his first season that Nikola had the prospect of becoming the best player in Denver. The team consciously opened a space for him, because Jokić’s unique talent quickly won over fans in Colorado.

“In the NBA league I also play and have fun. I try to play with teamwork, for everyone to be happy with the way 42

It was already clear in his first season that Nikola had the prospect of becoming the best player in Denver. The team consciously opened a space for him, because Jokić’s unique talent quickly won over fans in Colorado we play. No individual can beat a good team. I think it’s nice for people to watch us, and we feel good on the floor. There is a lot of freedom in the way we play and that’s very important. Of course, the desire to win is always present, our goal will always be to reach the playoffs and do something in the finals.

“Having fun while playing basketball is a normal thing for me. We won’t die if

we lose the match. The only defeat that left a big impression on me was at the Olympic Games in Rio, but realistically we didn’t have a chance, the guys from team U.S.A. smashed us. Everything else, victory or a defeat, is a game, that’s why it’s called that. My goal is to have fun and, if I can, to involve as many people in that as possible. For us all to be happy and cheerful, not only when it comes to basketball, because moments when a person can laugh and rejoice aren’t so frequent in today’s world.”

Nikola has spent six seasons with the Denver Nuggets. And it wouldn’t be unusual for him to spend his entire playing career there.

“When I came to Denver, it was very tough for me to get used to the high altitude. The air is also very dry.

At the first training session, I felt a lack of oxygen after 10 minutes. I was

in shape, but I had to take a break.

However, you start feeling better when you spend a little longer here. That is also to our advantage, because having more air in our lungs means that we feel lighter when we travel somewhere else. That has often meant a lot to us when playing on the road, as we are faster and more aggressive than our opponents. All our opponents arrive in Denver a day early, in order to acclimatize. I think that one day is enough. I know that when I leave to go to Serbia and then come back, I need one strong training session to get reaccustomed to the conditions in Colorado.

“My brothers and I are in Denver together the whole time, as is my girlfriend, Natalija. Our parents come whenever they can. My brothers had a great influence on my career and it’s very important to me that they’re with

In the NBA league I also play and have fun. I try to play with teamwork, for everyone to be happy with the way we play. No individual can beat a good team me even now, so that I can discuss things with my own people. And they’ve been there for me in good and bad times. The support of the whole family means a lot in the upbringing of a young player. We have a real brotherly relationship, but we aren’t the only examples. New York Knicks star Kristaps Porziņģis also has two brothers supporting him. We have always had a relationship in which I’m against the two of them, no matter what we do. There was always a competitive spirit. They also played basketball very

well, so we often gauged our strengths one-on-one. There were practically no fouls. Like most older brothers, they did everything they could to beat me: stealing, cheating, fighting... Now that we’re adults, we also sometimes play. During the All-Star break, I often played one-on-one against my middle brother, Nemanja. I beat him eight or nine times in a row. He doesn’t accept that easily, because he was considered the most talented in the family, until I turned up.”

Nikola Jokić is a simple guy. He loves basketball, horses and his family. And Denver and the NBA very quickly fell in love with him, thanks to his unique playing style and the great results he’s achieved with Denver. Jokić is living his American dream, and it seems that he still has many great, historic seasons ahead of him in Colorado.

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SITKA, ALASKA

SITKA - A DASH OF FASCINATING HISTORY When we head to the U.S., we usually head to one of the megacities on the east or west coasts. This time we suggest that, if your trip leads you to North America, you visit one of the most beautiful corners of this great country – Sitka, a beautiful town in Southeast Alaska

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ou don’t often hear of this small town. That’s because it is a hidden gem – a place so special that it is widely accepted as the most beautiful town in Alaska. The natural beauty of Sitka is overwhelmingly.

The small town is situated between a mountain range (known as the Sisters) and the sea. The beauty is rugged and wild. For hikers, hunters, fishermen, and climbers, it is an escape from the bustle of the rest of the world. A remote

place full of raw beauty, untouched by the modern world.

With all of Alaska’s natural wonderment, it’s easy to forget about the

Sitka is perhaps the most beautiful Southeast Alaskan community, and that, combined with its dense history, means you should plan on at least a day to look around

blending of Russian and Native cultures that make it unique. Not so in Sitka.

From architecture to dance, the two prongs of this area’s history meld into one rich historic pot…and an interesting short visit.

Sitka is perhaps the most beautiful of Southeast Alaskan community, and that, combined with its dense history, means you should plan on at least a day to look around. Nestled on the west side of Baranof Island, midway between Ket-

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The only way to visit Sitka is either by sea or air. Arriving by air is the best way to appreciate Sitka’s stunning setting. From above, you can really see how this small town is situated between a mountain range (known as the Sisters) and the sea. When the sky is clear, you can see snow-capped peak of Mount Edgecumbe, a dormant volcano that rises almost 1,000 meters.

Even after the Russians sold Alaska to America in 1867— another event that happened here—the Russian influence lives on

chikan and Skagway, it’s flanked on the east by majestic snow-capped mountains and on the west by the Pacific Ocean.

The area was first home to rich, sophisticated Tlingits, who put up quite a fight after Russian Alexander Baranof established a headquarters here in 1799 to grow even wealthier in the trading of sea otter fur. Two of the bloodiest encounters of the era were fought near here, with the natives winning round one and the Russians trumping them with cannons to win round two.

Even after the Russians sold Alaska to America in 1867—another event that happened here—the Russian influence lives on. With much of the rest of Alaska still relatively young, Sitka is the place for a dash of fascinating history—along with its gorgeous scenery.

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THE STATUE OF LIBERTY 48

135 YEARS OF THE BEACON OF FREEDOM The Statue of Liberty, one of the most recognizable symbols of freedom and democracy across the world, was a gift of friendship to America from France

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naugurated in 1886, the statue is 305 feet tall and represents Libertas, the Roman liberty goddess, bearing a torch in her right hand and a tablet in her left hand with the date of the U.S. Declaration of Independence. Broken shackles lay underneath the statue’s drapery, to symbolize the end of all types of servitude and oppression.

For decades, her symbolic spirit has offered hope to those entering the United States as immigrants, but her famous inscription continues to evoke passionate feelings on what the Statue of Liberty symbolizes.

The statue’s original name was “The Statue of Liberty Enlightening the World,” and it was conceived as

The statue’s original name was “The Statue of Liberty Enlightening the World,” and it was conceived as a gift by French historian Édouard de Laboulaye in 1865, just months after the Civil War ended, to honor the United States’ new ideals of democracy and the emancipation of the country’s slaves a gift by French historian Édouard de Laboulaye in 1865, just months after the Civil War ended, to honor the United States’ new ideals of democracy and the emancipation of the country’s slaves.

In 1871, French sculptor FrédéricAuguste Bartholdi, who had enthusiastically supported the proposal and was picked as the artist, traveled to the United States to discuss the statue with American politicians, and to find a possible home for it.

He eyed Bedloe’s Island in New York Harbor, due to the fact that all incoming vessels arriving in the city passed it. Four years later, de Laboulaye made a formal request to then U.S. President Ulyssess S. Grant to use Bedloe’s Island as the statue’s official site.

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THE STATUE OF LIBERTY In order to build the monument, de Laboulaye and Bartholdi created the Franco-American Union, a partnership that would raise money for the project. The French agreed that they would fund the statue, while the Americans, in turn, would fund the pedestal.

Bartholdi began sculpting the statue in 1875, in an effort that would require almost a decade. The complex structure, made of an inner iron framework and external copper plates, was first devised by engineer Eugène-Emmanuel Viollet-le-Duc and -- after his death in 1879 -- by Alexandre-Gustave Eiffel, the French engineer who also built the famous tower that bears his name.

The completed statue, weighing 225 tons, was presented to American minister to France Levi P. Morton in 50

The statue would undergo many changes and improvements over the years. In 1907, the first elevator was installed inside it, and in 1916, it was illuminated for the first time after being converted to electric power.

It would go dark for two years during World War II, due to blackout regulations. The torch was replaced entirely in the 1980s Paris on July 4th, 1884. The following year it began its journey from Paris to New York aboard a steamer, disassembled and without the pedestal, which was completed later.

It was inaugurated on October 28, 1886, with a ceremony presided over

by President Grover Cleveland and accompanied by a water parade of about 300 vessels. Cleveland saluted Bartholdi, the sculptor, as “the greatest man in America today.”

The statue would undergo many changes and improvements over the years. In 1907, the first elevator was installed inside it, and in 1916, it was illuminated for the first time after being converted to electric power. It would go dark for two years during World War II, due to blackout regulations. The torch was replaced entirely in the 1980s.

The Statue of Liberty was designated a National Monument in 1924 and a UNESCO World Heritage Site in 1984. In 1956, Bedloe’s Island was renamed Liberty Island by a joint resolution in Congress.

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