Germany 2022

Germany - 2022 -

GERMANY & SERBIA

STRONG PARTNERSHIP AND CONSTRUCTIVE COLLABORATION MILAN GRUJIĆ

MARKO ČADEŽ

GERT RABBOW

President of the GermanSerbian Chamber of Commerce in Serbia (AHK Serbia)

President of the Chamber of Commerce and Industry of Serbia (CCIS)

Executive Director of the GermanSerbian Chamber of Commerce (Interim)

Germany 2022 TANJA BANKOVIĆ Editor in Chief

tanja.bankovic@color.rs

ILIJA PETROVIĆ INDIGOCHILD Art director

indigochild.ilija@gmail.com

NIKOLA PAVLOVIĆ Journalist

nikola@ diplomacyandcommerce.rs

NATAŠA NEŠIĆ

Advertising director natasa.nesic@color.rs

JOVANA MARKOVIĆ Advertising manager

jovana.markovic@color.rs

JELENA RANDJELOVIĆ Advertising manager

jelena.randjelovic@color.rs

DRAGANA RADOVIĆ Advertising manager

dragana.radovic@color.rs

RUŽA VELJOVIĆ Magazine director

ruza.ristanovic@color.rs

ROBERT ČOBAN Director

robert.coban@color.rs

Photos

COLLABORATION Milan Grujić

Slobodan Janković

Deputy CEO at Inmold

Chairman of the GermanSerbian Chamber of Commerce’s Board of Directors, and Managing Director of ZF Serbia d.o.o.

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Tatjana Jakovljević

BARRIER-FREE REGIONAL MARKET

Marko Čadež

President of the Chamber of Commerce and Industry of Serbia

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CONTINUITY IN MODERNISATION AND EXPANSION Gordana Brašić

President and Head of HR of Henkel Serbia

ONE OF THE MOST 18 IMPORTANT ECONOMIC PARTNERS Gert Rabbow

Executive Director of the German-Serbian Chamber of Commerce (Interim)

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TRUST IS THE FOUNDATION OF EVERY SUCCESSFUL BUSINESS

DEVELOPMENT OF BROSE’S EMPLOYEES AND INTERNS

Human Resources Director at Brose Group

SNEŽANA BJELOTOMIĆ

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Serbia and Romania

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NEW TECHNOLOGY AND TRADITIONAL VALUES

Print

ZLATNA KNJIGA Jagodina, Bagrdanski put bb

FUTURE

DB E.C.O. Group

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Cooperation

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BERLIN IS A MAJOR TECH POWERHOUSE Economy

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Energy

Managing Director of Dr. Oetker Serbia

RELIABLE PARTNERS FOR THE GREEN AGENDA Rüdiger Hartmann

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UNDERSTANDING 36 AND COMMITMENT TO

Dragana Simović

Nikolina Josipović

CLIENTS

MSC.E.E, General Manager of Paradox Consulting DOO

GROWING SHARE OF GREEN ENERGY

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GERMANY IS A DRIVER OF INNOVATION Circular economy

AHK SERBIA – 60 THE LARGEST BILATERAL CHAMBER IN SERBIA

AHK activities

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THE OTHER KIND OF GERMANY

Tourism

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Filip Boršik

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

STRONGER RAIL 40 SYSTEMS FOR ENVIRONMENTAL

Sanjin Laganin

Director of KfW Office in Belgrade

M&M SERBIA - CONNECTING WORLDS

Perić Trans

RESULTS AS UNCOMPROMISING VALIDATION DEDICATION TO OF THE GERMANQUALITY SERBIAN ECONOMIC Zoran Djurić PARTNERSHIP General Manager of Miele

CEO of IB Interbilanz Translation

ACHIEVEMENT OF SUCCESSFUL BUSINESS

GERMANY 2022

GORAN ZLATKOVIĆ GETTY IMAGES SUHTTERSTOCK

STRONG QUALITY AS THE 30TH 08 26 PARTNERSHIP KEY TO SUCCESS 39 ANNIVERSARY AND CONSTRUCTIVE – CROWNING

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NO SPEED LIMIT

More than half of the total length of the German autobahn network has no speed limit, about one third has a permanent limit, and the remaining parts have a temporary or conditional limit. Some cars with very powerful engines can reach speeds of well over 300 km/h

06 BEER IS A FOOD

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The Bavarians consider beer their national beverage, but at the same time they do not view it as a drink, rather as liquid bread - a food.

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MORE THAN 400 ZOOS

Berlin’s Zoologischer Garten is the largest zoo in the world.

Germany also boasts more than 400 registered zoos. Including zoological gardens, wildlife parks, aquariums, bird parks, animal reserves, or safari parkstotal, Germany has nearly 700 facilities.

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CULTURAL ACTIVITIES AND PLACES

It’s a cultured place, with 6,200 museums, 820 theatres, 130 professional orchestras and 8,800 libraries. There are more museums, exhibition halls and art galleries than any other country, with more people going to exhibitions than to soccer matches.

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THE WORLD’S BIGGEST FOLK FESTIVAL Despite its name, Oktoberfest festival actually starts in the last week of September and officially dates back to 1810, when Crown Prince Ludwig threw a party to celebrate his wedding to Princess Terese on October 12.

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GREEN ELECTRICITY

Germany is a leader in climate and energy policies – it made a decision in 2011 to decommission all nuclear power stations (then producing around 18 percent of electricity consumed) by 2022 and to replace them with renewable energies and new storage for green electricity.

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MIGRATION

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07 TAXI IS USUALLY MERCEDES

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Mercedes taxis are common in these countries, despite being luxurious. In Germany Mercedes is used as a taxi because drivers get to pay less taxes than when they purchase lowcost cars. If a taxi driver goes for a Ford Fiesta, he or she may end up paying more taxes than a driver who goes for a Mercedes E-Class.

Germany is the second most popular destination for expats in the world.

In 2019, 1,558,612 people moved to Germany and around 400,00 of these people were students. At CBS, around 20% of our students are international students from across the world.

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FOREWORD

JUBILEE YEAR With about three billion euros worth of investments made in Serbia in the past two decades, Germany is the leading investment and external trade partner of Serbia and should be credited the most for the modernization of the Serbian economy

hen you see a tram in Munich or Bremen made by Siemens, rest assured that it was made in Serbia. There are many more such examples of successful cooperation between Serbia and Germany, a country that is one of the driving forces behind the development of the global economy. Germany is the first export market for Serbia, and the overall investment activity, economic and political cooperation between the two countries are at a high level.

In addition to creating new jobs, German companies have a tremendous impact on entrepreneurial spirit and work habits, as well as the development of dual education in our country.

In the last 20 years, the German government, together with its institutions KfW and GIZ, has implemented projects worth two billion euros in Serbia, and Germany's focus in Serbia will continue to be on projects related to a sustainable economy, dual education, renewable energy and environmental protection, as well as the rule of law. Germany is currently investing 240 million euros in these areas in Serbia.

Our ties with the German-Serbian Chamber of Commerce, as well as the Chamber of Commerce and Industry of Serbia with which we have been cooperating since day one, as well as the ties between Serbia and Germany as a whole, are strong and unbreakable, but also necessary.

In order to convey to you the most important aspects of not only economic and bilateral cooperation but also cultural, artistic, tourist and other forms of cooperation between the two countries, this year’s edition of InFocus Germany will feature the interviews with the newly appointed Chairman of the

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Board of Directors of AHK Serbia, Mr Milan Grujić, the President of the Chamber of Commerce and Industry of Serbia, Marko Čadež, and Gert Rabbow, Executive Director of the German-Serbian Chamber of Commerce.

We also talked with companies that are AHK members who told us about the importance of setting clear goals and plans, and how the combination of the German recipe for success and teams made of Serbian workers who are educated in Serbia and gained their experience here can lead only to success.

Experiences, opinions and thoughts shared with us are from Gordana Brašić- President and HR Director of Henkel, Filip Boršik- CEO of IB Interbilanz, Dragana Simović- Marketing&Sales Manager from M&M Militzer & Münch Serbia, Tatjana JakovljevićHuman Resources Director at Brose Group, Slobodan Janković- Business Development Manager of Inmold Plast, Zoran Djurić- General Manager of Miele Serbia, Sanjin Laganin- Managing Director of Dr. Oetker Serbia, Rüdiger Hartmann- Director of KfW Office in Belgrade, and Nikolina Josipović- General Manager of Paradox Consulting.

Dear readers, we wish you many wonderful moments while reading our magazine, but, above all good health and a good year ahead.

All the best!

RUŽA VELJOVIĆ Director of Diplomacy&Commerce magazine

GERMANY 2022

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INTERVIEW

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STRONG PARTNERSHIP AND CONSTRUCTIVE COLLABORATION MILAN GRUJIĆ

Chairman of the German-Serbian Chamber of Commerce’s Board of Directors and Managing Director of ZF Serbia d.o.o.

Beside the volume and frequency of investments, we can confidently state that Serbia attracts high-quality German investments that entail innovation potential, transfer of technology and know-how and other benefits that bring added value

or this year special edition dedicated to overall relations between Germany and Serbia, InFocus: Germany, we spoke with the newly appointed Chairman of the German-Serbian Chamber of Commerce’s Board of Directors, Milan Grujić, who is also Managing Director of ZF Serbia.

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You were appointed Chairman of the German-Serbian Chamber of Commerce’s Board of Directors in January this year, and before that, you were the AHK’s Vice Chairman and a member of the Board of Directors.

How would you rate the relations between Germany and Serbia in the context of economic cooperation?

Yes, on January 1st this year, I was elected the Chairman of the German-Serbian Chamber of Commerce’s Board of Directors. My term in the office will last for two years and will be a continuation of my previous engagement and a contribution that I find especially compelling and satisfyin.

We have jumpstarted the new business year already by working on priority initiatives and programs within our work groups and I am now looking forward to selecting of all Members of the Board and Vice Presidents and I feel very excited to upgrade our strategy and continue the growth and active influence within our community.

As for our two countries, I can only say that there has always been a good working relationship, strong partnership and constructive collaboration.

Continuity and credibility are trademarks of German economy so fostering stability in the West Balkan region is the logical context once we bear in mind that that whole region, Serbia especially, has become an important supplier market for Germany and the area for production footprint extensions in diversified industries. Germany was and still remains an avid supporter and facilitator of economic reforms that can lead Serbia further on its European path.

Trade between Serbia and Ger many is growing year on year and the pandemic has not slowed it down. In which areas do you see room for further trade growth?

THE EXISTING COMMUNITY GERMAN COMPANIES’ THAT OUR CHAMBER GATHERS CAN SHARE POSITIVE EXPERIENCES AND ARE EXTREMELY SATISFIED WITH THEIR INVESTMENTS What I also expect are the new investments within existing industrial clusters, aiming to bring cooperants closer by developing localized supply chains.

Considering the industry you come from and the fact that you are the director of ZF Serbia, how would you rate Serbia’s progress in technology and digitalization?

The total number of new jobs created by German companies in Serbia exceeds 70,000. Does Serbia have a sufficient workforce in terms of skill and education to meet the requirements of German investors?

It is a special challenge to find sufficient workforce for all existing investors, developers and considerable diversity of specialized required job profiles, but also that our experience indicates that Serbia can meet this potential with all the efforts that are put in educational system and special initiatives and programs, implemented by government, educational and economic institutions and companies themselves. Those synchronized activities are creating a new engineering talent pool based on the fact that Serbian people possess special energy and competencies and are naturally inclined to science and truly interested in technology.

Also, the focus is on education and especially dual education that we see as priority topic in business and we seriously and jointly address it as institution and business community, we believe will provide young people with clear guidelines for career choices, security and speed of finding a good job in accordance with their abilities and interests and provide them a continual education and means to progress in their perspective carriers, with possibilities to stay in Serbia and for some the reason to come back.

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Within our industry and ZF’s strategic vision of next generation mobility we understand that acceleration in digitalization and rapid development and implementation of state of the art new technologies are crucial factors of success and they are prerequisites for becoming and staying the leader in automotive industry, what is the ZF’s clear goal. As ZF Serbia is the major ZF E-mobility hub we are more than satis-

fied that Serbia is practically dedicated to digitalization and determined to carry out fourth industrial revolution that will fundamentally alter the way we live and work and relate one to another.

Those processes are ongoing and prioritized in the Serbian government's agenda as are improvements in education, public administration and setting of infrastructure, all with the goal of facilitating important transition for society and economy.

Considering the current circumstances and future plans I can confidently say that Serbia is an emerging tech hub in Europe, which will prove beneficial to all existing business operations and potential new investments.

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The German-Serbian Chamber is the biggest bilateral Chamber of commerce in Serbia and last year we celebrated a special jubilee - 20th anniversary of our association's operations. We now have more than 370 members. In the last 20 years German companies have invested more than 3.5 billion euros in Serbia, created more than 70.000 jobs and the interest for FDI of German companies is not slowing down.

These are very impressive numbers and what is additionally important is to understand that beside the volume and frequency of investments, we can confidently state that Serbia attracts high-quality German investments that entail innovation potential, transfer of technology and know-how and other benefits that bring added value.

We can see this investment interest grow and become a trend since potential investors recognize various

possibilities and advantages in Serbia - from strategic geopolitical position, proximity to the EU, positive and advancing business climate, valuable existing trade agreements and organizations, skilled workforce, fast developing infrastructure and improvements in administration procedures to constructive and cooperative country’s and local regional governments and institutions, which make Serbia a competitive location for potential investors.

Also, the existing community German companies’ that our Chamber gathers can share positive experiences, are extremely satisfied with their investments in Serbia and would consider investing further and again.

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If you were to compare the way German companies operate in Germany and here in Serbia, what are the similarities and differences?

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Well, there are more similarities than differences, and of course, they both exist. I would point out that, from my position and our company’s experience, most of them are not people related, but are coming from the difference in maturity of organization and the size of the team and in our case, the fact that, as we in ZF Serbia have rapidly growing young organization in technology advanced unique project that is forming into efficient business operation, so we need to learn and grow together, while building the system and shaping our organizational culture.

As we analyse the people and mentality, and I am talking about business environment not personal groups, the key difference is the way how relationships are built and how the teams are formed. People in Serbia are maybe more relaxed and opened so they relate one to another first on personal level and joint interest, while German people come together more in practical and functional way. However, there is no rule, what I have learned through my 20-year-long and exciting carrier as the most important thing, is

that the base for joint success is identification with the company, project, brand or product, dedication to the team, trust in leaders and belief in visions and shared values.

Good combination of those characteristics assures operational excellence, in German or Serbian company,

THE FOCUS ON EDUCATION AND ESPECIALLY DUAL EDUCATION WILL PROVIDE YOUNG PEOPLE WITH CLEAR GUIDELINES FOR CAREER CHOICES in Germany or in Serbia likewise. I am sure that all my fellow German-Serbian Chamber members understand clearly what I’m saying.

Climate change and environmental issues are topics that are drawing attention in Serbia as well. Is it possible to implement the standards of German parent companies in our country too and what changes and improvements are required for that?

With economic progress and growth, big steps that Serbia has made over the past decade to improve the business environment and standard of living, so comes the awareness of globally important issues like climate changes, environment preservation and all other modern living aspects that has to be considered and worked on in order to achieve sustainability. Working with German companies is one more step that enables Serbia to clearly understand what is expected and what and how it needs to be done. It is government’s intention, as already attractive investment location with many available important requirements, to boost its competitiveness and provide to all investors the required and indispensable projects, resources and infrastructure that can undoubtedly support their mid-term strategies that relay on sustainability and that include creating conditions for zero emissions, water and waste management and diversity and inclusion. By committing to those initiatives and making next steps towards it Serbia opens more space for even higher quality investments and innovation industries.

We seem to be at the end of the pandemic. What is the state of the Ger-

man and Serbian economies today and what challenges will we face this year?

It seems we are about getting a grasp of the pandemic, and we are starting to learn to live with it. It is clear that Covid-19 has left a significant mark on today’s world and reached every individual, family, group, company, country and civilization as a whole.

What that means for German and Serbian economies is not that specific or radically different than for other European countries. The reality is that we are all working through ongoing transformations, developing new models of strategic thinking and flexible planning, focused on our future

THERE ARE MORE SIMILARITIES THAN DIFFERENCES, AND OF COURSE, THEY BOTH EXIST goals in the industries that have a longterm investment cycle. As strategies and propositions confirm, the crucial thing for innovation clusters is to get there first and faster.

As for general politics, I do not expect major changes. I see Germany will stay on the path of preserving European integration, rely on countries

of the WB and Serbia as potential new members, and therefore contribute, in any possible way and resources, to necessary reforms that could enable this merger.

As far as efforts on economic recovery go, Germany and Serbia focused on repairing the major industries supply chains and working on developing new ones that are more localized, sustainable and standardized in quality and less transport dependant. Also, focusing on persistent changes in labour market as one of the major challenges for our economy’s, i.e. availability, cost of labour and establishing the real base and legislative for remote work and finally working on balancing out the rising inflationary pressures. 

MIX OF GERMAN AND SERBIAN ELEMENTS You have been working and cooperating with Germany for 20 years, but you live and work in Serbia. What can we learn from the Germans and vice versa?

- Yes, my life and my carrier are certainly a very interesting mix of German and Serbian elements. Sublimed in what I have learned from both sides, and what I believe

everyone should learn and apply, so Serbia can benefit, is how to confront and understand one’s own mistakes, learn from them, grow through it and remember not to repeat them.

Moreover, that would be the universal formula for our common success.

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INTERVIEW

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BARRIER-FREE REGIONAL MARKET MARKO ČADEŽ

President of the Chamber of Commerce and Industry of Serbia

I am confident that the acceleration of economic integration through the implementation of the Open Balkans initiative will also contribute to a faster resolution of open issues in the Western Balkans

fter his visit to Germany in February this year, Marko Čadež, President of the Chamber of Commerce and Industry of Serbia (CCIS), said that the Western Balkans remains one of the priorities of the new German government. In this interview, the CCIS president speaks about the importance of Germany’s stance, the Open Balkans initiative and the results of cooperation with Germany.

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Economic, trade and investment ties with Germany, as Serbia’s main economic partner, continued to grow stronger even during the pandemic. What is the current state of cooperation between the two countries?

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GERMANY IS ONE OF THE LARGEST INVESTORS HERE WITH ABOUT 3 BILLION EUROS WORTH OF INVESTMENTS

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During the pandemic, Germany remained Serbia's number one external trade partner and the first export market for Serbian products. The growth in trading between the two countries continued, which, taking both goods and services into account, increased by almost a quarter last year compared to

In order to accelerate regional integration in the Western Balkans and the re-

LAST YEAR, MORE THAN 11,500 COMPANIES FROM SERBIA DID BUSINESS WITH GERMAN PARTNERS - EXPORTING FROM SERBIA AND IMPORTING FROM GERMANY For Western Balkan companies to start to enjoy concrete benefits as soon as possible, it is important that the principles and agreements on building a common regional market, concluded under the auspices of the Berlin Process, in which a lot of time and energy was invested, are implemented in practice through the Open Balkans initiative. It also means a lot to us to remove obstacles in doing business with the European Union, to enable the Western Balkan companies and products to fully open the single market, to have full access to the European Economic Area, and receive the same treatment as EU companies in those segments in which we have met European standards and rules.

Why is the Open Balkans initiative

important and how much will it contribute to bringing the whole region closer, both individually and together, to the EU's common economic market?

The beginning of the implementation of the Open Balkans initiative is proof of the determination and readiness of Serbia, Albania and North Macedonia to expedite the economic integration of the region from within, but also with the EU. We have to encourage the formation of a regional market in practice, through the cooperation of institutions from three, at the moment, and soon I believe all six Western Balkan economies. Such a common, regional market without barriers will function on the same fundamental principles as the European Economic Area as a zone of free movement of people, goods, services and capital, and will be our best preparation for entering the single European market.

The initiative will expand the business space for companies operating here, both domestic and foreign, significantly reduce costs and make business within the region more efficient, productive and competitive, as well as make the region even more attractive to the international business community. It will enable goods, accompanied by just one mutually harmonized document, to travel through the region, for trucks not to wait for hours at border crossings, to exchange workers and experts without bureaucratic procedures and to harmonize regulations and practices in all areas important for business with EU standards.

I am confident that the acceleration of economic integration through the implementation of the Open Balkans initiative will also contribute to a faster resolution of open issues in the Western Balkans, especially those between Belgrade and Priština, which will, in turn, bring greater political stability to the region, as a key prerequisite for further economic growth.

What else can contribute to the recovery and growth of the Western Balkan economies and a greater influx of foreign investments in Serbia?

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You went to Germany in February, and upon return, you said that the Western Balkans remained a priority for the new German government.

How important is that for Serbia and the region?

gion’s integration into the single European market, we need to have the support of a large partner such as Germany, which is the strongest European economy. The confirmation that our region remains in the focus of the new German government, but also of German companies, i.e. potential investors, is all the more encouraging.

I spoke with the of state institutions - the Bundestag, the ministries of foreign affairs and economy, the Office of the Chancellor, business associations and companies, about ways and solutions to give these processes new momentum, the importance of the Open Balkans initiative and how to expand the initiative to include all six regional economies, but also how to bring the region's economy closer to the single European market.

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2020, and approached the amount of 8 billion euros. For the first time in 2021, the value of trade exceeded 6.5 billion euros, and the export of Serbian products to the German market increased by 25 percent - to about 2.750 billion euros. If we continue at this pace, and if there are no major upheavals on the global economic scene, in a year or two at the most, the Serbian-German trade in goods and services could reach as much as 10 billion euros.

Last year, more than 11,500 companies from Serbia did business with German partners - exporting from Serbia and importing from Germany. Among them are German companies that operate and produce in Serbia and that give the greatest contribution not only to the growth of Serbian exports to Germany and the world but also to the diversification of the export offer to include industrial products of higher processing degree and hightech products.

About a thousand companies and small businesses, founded with German capital, are registered in Serbia, and more than 800 companies are majority German-owned. In addition to being our number one trading partner, Germany is one of the largest investors here with about 3 billion euros worth of investments, according to the Bundesbank, and the first among investors in terms of the number of implemented investment projects in Serbia. New German investors have come to Serbia and joined the group of German companies that already invested in the past period and have been expanding their business in the past two years. It is important for Serbia that high-tech German companies have been investing in our country in the past few years, which, in addition to factories, are also opening their own research and development centres here.

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There is nothing that can improve the business climate, facilitate business for local and foreign companies operating here, contribute to the growth and development of Western Balkan economies and increase the inflow of foreign investment in Serbia and the region like the regional economic integration.

In parallel with creating a common market and removing barriers to do-

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IN THE SPRING, IN COOPERATION WITH PARTNER CHAMBERS FROM GERMANY, WE WILL PRESENT VERY CONCRETE INVESTMENT AND BUSINESS OPPORTUNITIES TO GERMAN COMPANIES

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ing business among us and with the world, it is very important to connect our companies in value chains, consolidate supply, encourage the establishment of regional stakeholders that will be competitive in the international market and support the economy to boost its capacity to digitally transform, to automate production and to move to green sustainable business models. In the past few months, more than 2,000 companies from all six regional chambers of commerce and all production and service sectors have become part of the joint supply platform, and their profiles and offers are already available to interested suppliers from the Western Balkans.

What is even more important is to provide the local economy and investors from around the world with an adequate young and educated workforce

in line with their needs, for dual education to come to life in the entire region, to harmonize our education systems, to establish a common labour market, and for someone who is investing in Serbia to be able to hire workers and experts from across the region without bureaucratic procedures.

You have extensive experience in relations with Germany, and as the CCIS president, you have launched many initiatives. What do the good results in the cooperation between Serbia and the German economy, which has been growing year on year, mean to you?

There is no better reference for one economy, its companies and a country that is emerging as an investment and business destination than hav-

ing Germany as the number one foreign trading partner, as well as exporting mostly to the German market, attracting mostly German investors, being included in German supply chains, rely on German technology and knowhow, support the implementation of dual education, digital transformation of the economy and transition to doing business based on green economy principles. Serbia considers these kinds of references and that partnership a privilege and does everything in its power to nurture and strengthen it. In the spring, in cooperation with partner chambers from Germany, we will present very concrete investment and business opportunities to German companies, first in Stuttgart and then at a large-scale investment conference in Berlin in the context of the changing global market. 

SERBIA IN FIVE YEARS In five years, I see Serbia, first and foremost, as part of the common market of all six Western Balkan economies and part of the European Economic Area. I also see Serbia as a country with a competitive and modern economy and companies, well-positioned in the international market, one of the largest technological hubs in Europe and one of the most desirable European business destinations.

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CONTINUITY IN MODERNISATION AND EXPANSION

We have invested more than 350 million euros in Serbia in the past 20 years GORDANA BRAŠIĆ President and Head of HR of Henkel Serbia

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ordana Brašić, President and Head of HR of Henkel Serbia, spoke with Diplomacy&Commerce about the past eight years of being at the helm of Henkel Serbia, the company’s results during the coronavirus pandemic and the company’s future growth and development.

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In 2002, Merima Kruševac was acquired by the Henkel CEE Group. Today, you operate in three locations - in Kruševac, Indjija and Belgrade. What business strategy has enabled the company to grow steadily for years?

— This year we celebrate a jubilee – 20 years of business in Serbia. Since the privatization of Merima Kruševac, we have been continuously investing in the modernization and expansion of production capacities, especially in Kruševac, where we have five factories and a regional logistics center. We have invested more than 350 million euros in Serbia in the past 20 years. Our key to success is sustainable business as our priority, together with innovations, modernization and digitalization.

The coronavirus pandemic afected many businesses. Are you satisfied with the company's last year results?

— The coronavirus pandemic was a great challenge not only for business but also for all societies around the world. The biggest challenge for us was to quickly and safely reorganize our operations, having as a first priority the safety of our

employees. We achieved that with excellent cooperation between our employees and our crisis team. Given that we have a wide portfolio of products, we were able to support numerous organization in need such as Red Cross Serbia and hospitals in Serbia, and to continuously supply our markets. Last year we finished on the sixth place on the list of biggest exporters in Serbia, achieving an increase in exports of more than 50 percent compared to the previous year. Henkel Serbia contributes to the Serbian GDP with 0,35% in 2021 and we will continue our new investment cycle also in the future.

Our key to success is sustainable business as our priority, together with innovations, modernization and digitalization You have been the head of Henkel Serbia since 2014. Which period or event was very challenging for the company?

— The past two years have been challenging for the entire planet, including us. We worked according to different models and respecting the recommended measures we managed to maintain production and enable the continuous supply market with our products. The mentioned situation threw us out of the business "comfort zone" and forced us to create new flexibility, to adapt to the new reality. I am proud that we have all shown a high level of professionalism and managed to achieve great results. I am also very proud of our "Make an Impact on Tomorrow" (MIT) initiatives, through

which we support Henkel employees in volunteering on socially responsible projects that are personally important to them. Employees apply for projects of importance to the local community and volunteer in their implementation.

Confirmation that our company is going in the right direction is shown by numerous awards we recieved in the field of social responsibility, and I would especially like to single out last year's Award for Corporate Social Responsibility "Đorđe Vajfert" awarded by the Serbian Chamber of Commerce for our environmental project "I love river, do you?".

What are your plans for perpetuating the company's growth and development?

— At the moment, there are again numerous challenges that are influencing business predictability and making markets very volatile, having in mind what is going on on the energy markets and how fast the prices are rising, but also the disruption that has happend in the supply chain and logistics operations around the world. We will continue to monitor and adopt in the best way to all situations ahead of us, having our customers and partners always in focus. Locally, we will continue with investments and improvements in Henkel's plant in Kruševac, which directly supplies more than 40 global markets. We will also implement Henkel’s new 2030+ Sustainability Ambition Framework with three most important dimensions: regenerative planet, thriving communities and trusted partner. This year we will present innovative products, and of course, continue to provide help and support to the community in which we operate through various socially responsible projects. 

INTERVIEW

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ONE OF THE MOST IMPORTANT ECONOMIC PARTNERS GERT RABBOW

Executive Director of the German-Serbian Chamber of Commerce (Interim)

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EU is currently the biggest donor to Serbia and Germany is its largest bilateral donor.

As of last year, EU member states constituted 60.3% of total trade

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hen we talk about investments, the most attractive industrial sector is certainly automotive with its ever-growing numbers of investors. During the past decade German investment in Serbia increased considerably. The Lion’s share goes to the automotive industry followed by the machinery and equipment manufacturing sector, electronics as well as chemical and pharmaceutical industry.

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For years, Germany has been one of the largest investment partners in Serbia. Also, in 2021, the German-Serbian Chamber of Commerce (AHK) marked its 20th anniversary.

How would you rate the economic cooperation between the two countries in the past two decades?

The economic cooperation between our two countries has significantly improved over the past two decades.

Since 2000, when Serbia changed its

political culture and the country became more open towards EU, the bilateral relations between Serbia and Germany have developed favourable, especially in terms of active dialogue, providing support and strengthening the economic cooperation. Serbia's single largest foreign trade partner was Germany, to which goods worth EUR 2.74 bn were exported and EUR 3.77 bn imported.

In tandem with this, the German-Serbian Chamber of Commerce

(AHK) continuously enlarged its membership base and today counts more than 370 Serbian and German companies among its members. Due to the prospering economic ties between Serbia and Germany we successfully developed our portfolio of services to cater for the demand of German companies in search for Serbian business partners.

In the upcoming years we see much potential for German and Serbian companies to cooperate in the energy sector. EU Green Deal and Sustainability will shape the production process in the future to become more energy efficient. Our Chamber is proud to be among the eight German bilateral Chambers of Commerce and Industry Abroad in the neighbouring countries to participate in the Young Energy Europe Initiative. This program aims at training the employees to take actions for energy and resource efficiency as well as cost reduction in the company.

The first batch of our member companies have already participated in our program. It clearly will be beneficial for more companies in the future.

Since 2000, German companies have invested more than 3.5 billion euros in Serbia. Which sectors have received the biggest investments?

builds on the experience, best practise and lessons learned of AHK member companies which are actively taking part in dual vocational education.

Furthermore, the Chamber advises its members on funding designed to facilitate the implementation and development of dual vocational training in Serbia.

This year the AHK Serbia together with the stakeholders will kick off several events to foster closer cooperation between selected vocational training schools, dual studies at universities and member companies in various locations.

SERBIA'S SINGLE LARGEST FOREIGN TRADE PARTNER WAS GERMANY, TO WHICH GOODS WORTH EUR 2.74 BN WERE EXPORTED AND EUR 3.77 BN IMPORTED

Until 2023 the main focus of German-Serbian Chamber of Commerce will be on the following strategic directions: dual education / lifelong learning, green economy as well as digitalization / industry 4.0. In all these areas we have formed working groups, which are not only composed of our members, but also of relevant stakeholders. This enables a balanced approach to the individual issues and challenges. In addition, there is great potential for cross-border cooperation improvement, especially in implementing the green agenda. Last year, Germany decided to support Serbia on this path, by signing a declaration in the field of climate action. The focus will be on renewable energy sources, decarbonization and CO2 emissions.

AHK Serbia has played a decisive role in introducing a dual education system in Serbia. What activities are planned to support the implementation of dual education in Serbia?

2022 is dubbed as a year of recovery.

What is the current situation in the German market like?

Economic experts in Germany have general positive expectations when it comes to recovery forecasts for the year 2022. In the first quarter of this year the economic output is expected to reach the pre-crisis levels. Nevertheless, there are still certain issues that cast a shadow over optimistic expectations.

The automotive industry in Germany has been forced to scale back production due to the disruption in supply chains, rising costs of input

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The Working Group „Dual Education’' founded last year addresses the dual vocational education, qualification, and dual academic education in Serbia. The Working Group focusses on dual education of skilled labour, on skilled labour assurance and qualification of employees. It relates to the changing demands of current and future work force’s skills for the industry sector.

Hereby, AHK Serbia seeks to create synergies among its member companies, inform about the latest development of dual education curricular in cooperation with its partners e.g. the Serbian Chamber of Commerce (PKS) and the Deutsche Gesellschaft für Internationale Zusammenarbeit GmbH (GIZ) in Serbia. Last but not least, it

How can we further improve our economic relations and in which areas?

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In the last few years Serbia has become one of the most attractive and upcoming investment destinations in this part of Europe. In tandem, Germany has grown to be Serbia’s most important trading partner: trade volume between Serbia and Germany increased 2.5 times in the last 8 years. Foreign trade amounted to just above € 5.3 bn in 2020 with the most important export / import goods between Germany and Serbia being machines, chemical products, and electrical equipment.

Due to the major impact Covid-19 has on the supply chain industry all over the world, companies are inclined to nearshore their production to be more resilient to exogenous shocks in the future. Hence, they are looking for alternative production sites in Europe.

With these new nearshoring opportunities, Serbia has become one of the most attractive investment locations.

In the past ten years FDI from Germany to Serbia increased from 102,3 to 336,8 Million € net in 2020 bringing the total amount of German FDI to Serbia to approx. 2 bn € since 2003.

Here are the investments that marked last year: foundation stone ceremony of MTU, opening ceremony of Boysen Exhaust Gas System, fischer automotive and SMP automotive. ZF Serbia, Brose and Continental expanded their production facilities as well. Two other considerable investments of German companies Hansgrohe and Bizerba are progressing and are in the final stage. All these investments will prove Serbia to be an important and reliable partner for cooperation.

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materials and lack of workers. Other problems apart from supply chains bottlenecks are high energy costs, as well as soaring consumer prices. Having this in mind, we should be cautious about the inflation rate predictions since these costs named above can be seen as the major culprit. However, given an improved outlook for exports and domestic investment, the expected increase in the minimum wages and the shift to European suppliers and its production chains, we can count on slight improvements in the German market.

What will be the biggest challenges for German companies in Serbia in 2022?

According to our survey on the economic environment in Serbia among the member companies we conducted last year, the results show optimism and positive expectations when it comes to doing business in Serbia.

Despite this optimistic forecast, insecurity in legal and economic framework, demand and labour deficit were listed as potential threats. One of the major problems for our member companies is also the increase of electricity prices which in return will strongly influence the pricing of products and services to their end customers. This will certainly be one of the challenges not only for German companies in Serbia, but also for us as a Chamber to support our members to find ways and means to gradually turn to alternative energy sources.

What projects and plans await AHK Serbia in the coming period?

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We will continue to support our members in their business, providing them

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help through our working groups on relevant topics, a platform for networking with potential clients and relevant expertise in the implementation of vocational training and dual education in Serbia.

One of our main goals is to accelerate the cooperation between German buyers and their potential Serbian suppliers. Together with our colleagues from 10 AHKs we launched a joint initiative to create the largest supplier community in Europe. Our first milestone was creating AHK Industrial Suppliers Forum – a digital platform we will use for business matchmaking. We also offer our members and clients an opportunity to participate at the Purchasing Initiative for the Western Balkan region every year.

Another important project is certainly Young Energy Europe aimed to raise public awareness of the en-

vironment, energy efficiency and the optimization of the resources for production. This project enables young professionals from Serbia, Bulgaria, Greece, Croatia, Poland, Slovakia, the Czech Republic and Hungary to gain education in the fields of energy and resource efficiency.

We are currently implementing a European project under the auspices of the Horizon 2020 Fund of the European Commission - Scaleup4Europe AgTech Lab. We would like to address companies from the agri-food sector from Germany who would like to participate in the Scaleup-Corporate Collaboration Program "Anuga Food Tech 2022" from March 10 to April 26.

The ultimate goal is to establish deeper business connections between German companies and European startups / scaleups and to stimulate the potential partnership. 

DUAL EDUCATION In the upcoming years our chamber will focus on directly engaging the stakeholders (State, Regional and Local) involved in the Dual Vocational Training System to offer Dual Vocational Training to the young generation who is about to enter the labour market. We have set up a working group for our members to identify and formulate the skills and expertise of the work force required to support the local economy and in the future. Our members are clearly dedicated to contributing to the ongoing qualification of the young generation.

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TRUST IS THE FOUNDATION OF EVERY SUCCESSFUL BUSINESS In sector of tax and financial consulting and accounting, the main novelty is that certified accountants again have to be licensed, which is definitely a step forward appearing and leaving Serbia, is what make the country really appealing to investors.

FILIP BORŠIK CEO of IB Interbilanz

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B Interbilanz Consulting & Audit d.o.o. was founded in Austria and has been providing consulting and auditing services since 1991. The Group currently operates in eight countries - Serbia, Slovenia, Croatia, Hungary, Slovakia, Ukraine and the Czech Republic - at a total of twelve locations. In his interview for InFocus Germany, Filip Boršik, CEO of IB Interbilanz, talks about the company’s 18 years of business in Serbia, Serbian laws, environmental protection and education.

I would like to appeal to the legislators in Serbia to encourage sustainable development, whether through tax incentives or some other measures, in order to raise awareness about these very important topics In our sector, that is tax and financial consulting and accounting, the main novelty is that certified accountants again have to be licensed, which is definitely a step forward in providing professional and quality customer services.

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Late last year, the Serbian Parliament passed a number of amendments to the Law on Personal Income Tax, the Law on Mandatory Health and Social Insurance, the Law on Corporate In-

How important it is for foreign companies in Serbia to be socially responsible and to get involved in solving everyday problems in communities in which they operate, as well as to work on improving the situation in areas of general interest (such as environmental protection, education, etc.). Do you give advice in that direction too?

— As a director of an Austrian consultancy and an associate member of the Renewable Energy Association, it is very important to me that both foreign and domestic investors are aware of sustainable development and the green economy, because without that awareness, I honestly do not know what the future holds. I would like to appeal to everyone to turn to education and environmental protection to save this plant for future generations. On the other hand, I would also like to appeal to the legislators in Serbia to encourage sustainable development, whether through tax incentives or some other measures, in order to raise awareness about these very important topics. 

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IB Interbilanz Consulting & Audit d.o.o.

Belgrade has been operating on the Serbian market for 18 years, in the segment of taxes, accounting and finance. Is there any advice or warning you can give potential clients who intend to do business in Serbia?

— I believe that Serbia is a good destination for investors, especially foreign ones, since the government incentives here are significant and can help attract foreign investments. However, Serbia’s geographical position and its quality workforce, which unfortunately is dis-

Serbia is generally considered to have good laws, but they are often not implemented or poorly implemented.

What is the current situation in the segment that your company operates in?

— I agree with you that Serbia has relatively good laws and regulations that are quite close to the EU ones. Of course, things can always be better and implementation is always problematic in our country. Somehow, we have always been more inclined towards being creative in implementing laws rather than strictly adhering to them.

come Tax, the Law on Property Tax, etc. What impact will this have on foreign companies in Serbia and employee status in those companies?

— All these changes were made in order to further improve the business sector and harmonize it with the standards of developed market economies. I am very pleased with the amendments to the Law on Personal Income Tax, because it encourages young successful people under the age of 40, who have the strongest potential in this country, to stay in the country and work even more productively and responsibly, which, of course, facilitates development and prosperity of our beautiful country.

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M&M SERBIA - CONNECTING WORLDS The key factors of our company growth and positioning are the professional experience of our top managers and very good knowledge of all market aspects.

experience of our top managers and very good knowledge of all market aspects. Our company has been growing due to our enthusiasm, effective work and energy that we invest every day in improving the internal organization. Of course, I have to mention our experi-

The key factors of our company growth and positioning are the professional experience of our top managers and very good knowledge of all market aspects DRAGANA SIMOVIĆ

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

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n her interview for this year's edition InFocus Germany, Dragana Simović, Sales&Marketing Manager, M&M Militzer & Münch Serbia, talks about the company which has managed to occupy an excellent position on the Serbian market in a very short time. Ms Simović also told us about her studies abroad, as well as the reasons why she decided to return to Serbia and Belgrade to continue working in the company found-

ed by her father.

We spoke with Ms Simović in the company's modern distribution centre in Dobanovci about the company's plans, goals and projects in 2022, and the excellent results it has accomplished since its inception.

M&M Militzer & Münch Serbia has had the fastest growth in this part of the world. What do you think has contributed to the company occupying an excellent market position in such a short time?

— The key factors of our company growth and positioning are the professional

enced colleagues who are working hard and are also teaching and supporting their younger colleagues whose number keeps growing. Also, I would like to point out that our company supports dual education, in which we have been involved since its launch, and that we provide practical education to high school students.

What does your company specialize in and what are its advantages?

— Flexibility in cooperation, rapid adaptation to market changes and following the latest trends are our main comparative advantages. In addition to road

transport, our core activity, we are now providing Air & Sea services thanks to the company setting up new departments which means that now we can offer a wider range of services to our clients and convince them even more that we are their right transport partner.

I must not forget to add that M&M Express, i.e. our courier service, has now officially started operating. We have also been selected as an official courier of the new ANANAS web platform for delivering B2C orders. We believe that, as always, we will demonstrate that we are a reliable partner thanks to our professionalism and dedication.

You have opened logistics centres in the region as well. Bearing in mind initiatives such as Open Balkans (formerly Mini-Schengen), which will contribute to the regionalization of the Western Balkans market, how much will all this affect your industry?

— The Open Balkans Cooperation Initiative includes Serbia, Albania and North Macedonia, and envisions free movement for capital, goods, services and people between the three countries. The initiative will have an extremely positive impact on the transport industry, first and foremost, by reducing the difficulties we encounter primarily in road transport (such as long waiting at the borders, etc.), and thus shorten the time of the transport of goods between Serbia and the other two countries. As we plan to open branches in North Macedonia and Albania, in line with the Open Balkan initiative and following the opening of M&M Militzer & Münch branches in Bosnia and Herzegovina and Montenegro, we will further improve the services we provide to our clients.

2022 has been dubbed as the year of recovery. What is the current state

of the transport and logistics sector in Serbia, in relation to Europe and the world?

— Most economic sectors have suffered great damage and today bear the consequences of the pandemic. The healthcare sector is a sector of heroes and I am personally very grateful to them as an individual. However, looking back, and this probably might sound arrogant to you, I can say that the logistics and transport sector was definitely the sector of silent heroes since it had to deliver all the basic things for normal life and had to deliver them on time.

Bearing in mind that the pandemic is not over yet, I would not rush with predictions about 2022 being the year of

We are continuing to develop and invest in better services and expand our operations in our existing markets recovery, although I hope that it really will be. I think that Serbia is lagging too much behind the world in this segment because transport is something that must be adjusted to the conditions and rules of business in all parts of the world, so that goods can be transported to and from them.

What results did you achieve in 2021 and what are M&M Militzer & Münch Serbia's plans for this year?

— M&M Militzer & Münch Serbia has been growing exponentially since its inception in Serbia and this year is going well for us. We are continuing to develop and invest in better services and expand our operations in our existing

markets. Following our multi-million investment in the construction and automation of the distribution centre near Belgrade, we plan to further develop in this field and, as I mentioned, expand to North Macedonia and Albania, which will round off our regional presence.

You are at the helm of a company that operates in an industry that is considered male-dominated. What is it like to be a woman in a fast-growing logistics company?

— Numerous scientific studies have shown that gender diversity not only fosters cooperation by increasing understanding and tolerance but also boosts competitiveness, productivity and corporate social responsibility. I am 'formatted' in such a way that I only experience success as satisfaction. I also perceive success as a solution to serious challenges. I consider my position challenging precisely because of how your question was formulated. Being a woman in the logistics and transport sector is a challenge, and challenges propel me forward.

You had studied abroad and then returned to Serbia. What do you like the most in Belgrade and what is motivating you to live in Serbia, at a time when many young people are leaving the country?

— Belgrade is an impressive city. You can see traces of so many cultures in its architecture. History shows that Belgrade was razed to the ground over 20 times, but the city's lifeline has never been destroyed and it continues to pulsate in frequencies that are unique to this part of the world. My career path would have probably been much easier if I stayed abroad, but easy was never my option.

My return to Belgrade stems from my love for challenges. 

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M&M Militzer & Münch Serbia provides road transport services (full loads, reloading, groupage and cold transport chain), customs clearance, warehousing and logistics services on the most favourable terms and conditions. The company is known for its fast, reliable and efficient solutions and optimal price-to-quality ratio with precise transport control. The company's HQ is in Dobanovci and it is proud of its 180 employees who work in 7 locations, as well as its 3000-square-metre office space and 11,000-square-metre warehouse with customs clearance and commercial segments.

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ABOUT THE COMPANY

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SOLAR ENERGY GERMANY GERMANY2022 2022

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SOLAR MODULE INSTALLATIONS UP 10% IN GERMANY 2021 Germany saw the installation of 240,000 new solar power systems with a total output of 5.3 gigawatts (GW) in 2021, preliminary information by the German Solar Association (BSW) shows

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mate neutral by 2040, pv magazine reports. Several other German states are expected to follow suit with similar legislation in the coming months.

The national government has proposed in its coalition agreement to make rooftop solar mandatory for new commercial buildings and establish them “as a rule” on new private buildings. Germany currently derives around 9 percent of consumed electricity from solar panels. 

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solar-PV obligation for certain construction projects. In NRW, commercial car parks with more than 35 spaces must be covered with a PV system. In addition, Baden-Württemberg also obliges owners of newly built non-residential buildings to cover them with a solar roof and as of 1 May 2022, this will also apply to newly built homes. In January 2023, solar PV will become mandatory for roof renovations of existing buildings in the state that wants to be cli-

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his was around ten percent more than in 2020, said the association. Solar PV covers around ten percent of domestic electricity consumption. The new German government is aiming to increase total solar capacity to 200 GW by 2030 – up from currently around 59 GW. As of 1 January 2022, North Rhine-Westphalia (NRW) and Baden-Württemberg are the first two German states to implement a

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QUALITY AS THE KEY TO SUCCESS Our latest development project - Ultra-lightweight Packaging - has been recognized by the European Union as a project that can significantly protect the environment, hence, we were granted funds to further develop this technology

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Slobodan Janković Deputy CEO at Inmold and Goran Janković Director at Inmold

SLOBODAN JANKOVIĆ Deputy CEO at Inmold

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ounded in 2006, Inmold Plast is proud of its quality products, services and customer relations.

Slobodan Janković, Deputy CEO at Inmold Plast d.o.o. Požega, talks about what sets the company apart from the competition, the markets that the company is focusing on and future business.

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Inmold Plast stands shoulder-to-shoulder with the biggest European companies in your industry and pushes the boundaries in conquering markets. What is the key to your company’s success and what sets your company from the competition?

— In order for a company to be competitive in the market, it must compete with quality or affordable prices. We have decided to provide the highest quality products from the start and thus build our position as one of the best suppli-

ers of equipment for the plastics injection industry.

In our industry, to a large extent, quality entails the application of innovative product solutions. For a long time now, Inmold has been forming a team of people who are engaged in the development and research of new technologies, which we later incorporate into

When a company can compete with the world's elite in its industry, each segment of the company has to strive for perfection and constant progress our products. Our latest development project - Ultra-lightweight Packaging has been recognized by the European Union as a project that can significantly protect the environment, hence, we were granted funds to further develop this technology.

You operate in what is probably the most demanding market in the world - sophisticated technologies - and clients from the EU and worldwide see you as a reliable partner. What are your guiding ideas and which markets are you focusing on?

— Every manufacturing company has the vision to be a leader in its respective field. When a company can compete with the world's elite in its industry, each segment of the company has to strive for perfection and constant progress. Our guiding idea is that our customers must come first. In our company, this is not just a cliché, but we work on it every day and our success is reflected in our client list.

You are constantly working on improving your production process and products, with innovation and quality always being priorities. What standards do you adhere to and what are your plans for expanding production?

— Inmold is a development and production company, which mainly sells its products abroad. To achieve the re-

quired product quality, our production has to follow global trends and the latest technological developments.

We invested most of our money on new equipment and we are trying to upgrade our equipment regularly, rather than sporadically. This approach allows us enough time to implement each new technology promptly, but also for our employees to feel that they are working for a company that is advancing every day.

In addition to the equipment, we have been investing substantial amounts of money in the digitalization of production itself. We have been using various types of software for a couple of years now, which helps us to more successfully monitor and plan production. The benefits of digitalization are felt not only by customers but also by our employees.

You have recognized the potential of the region and are interested in launching production in Banja Luka. Could you tell us more about this project?

— As the owners of a company that is constantly expanding and developing, we must think well in advance to ensure the unhindered development of the company. Considering that our production plant in Priboj is located on the very border with the Republic of Srpska, following the opening of our factory, we gained insight into the advantages of doing business in that country for

Which projects are the backbone of your business this year and how do you see the company in the near future?

— This year began with large investments in new equipment and infrastructure, to further improve and solidify our position on the global market. We hope that the pandemic-induced crisis is behind us, and if the saying that “the morning shows the day”, then this year will be a record one in every sense. 

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The Serbian government is once again implementing development projects to encourage entrepreneurship. What do you think of this initiative and how important is it for your company to encourage investments in the expansion of production and boosting competitiveness, as well as creating new jobs?

— When you look at countries like Poland, Slovakia, the Czech Republic and Hungary, you can clearly see how much the support and incentives of state institutions mean to businesses. I must commend the Serbian government and its activities in this field because there has been a significant shift in recent years. We are trying to use all the incentives that are offered and we are succeeding in that for now. Such incentives accelerate the development of the Serbian economy, and thus society as a whole.

Inmold Plast was awarded the Gold Medal for outstanding merit and achieved results in the field of entrepreneurship. What does this prestigious award mean to you?

— We are proud of the fact that we have always done our job ethically and for the benefit not only of Inmold but also the entire local community. Inmold is a 100% domestic company, founded and developed in Serbia. For this reason, this recognition is even more important to us. The very fact that the state authorities noticed our commitment and contribution to the Serbian economy makes us extremely proud.

We received a lot of praise from our employees and our fellow citizens too, which in itself is another recognition for us. We have always believed that the success of Inmold must be reflected in the local community because the company can only develop in a successful and satisfied environment.

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Your company specializes in injection moulding tools of thin-wall packaging and tools for injection moulding of technical parts, in addition to making high-quality tools for plastic injection moulding. You also make IML robots.

Tell us a little more about this and the markets you cover?

— The current global trend is to automate production processes in order to compensate for the lack of manpower.

We have recognized this and started to develop automation for the plastic packaging industry, the so-called IML robots.

It is important to note that the entire development and production is done in our company in Serbia, which is then subsequently exported to three continents. Our 2021 business results show that this segment is the fastest-growing sector in our company.

In addition to the IML robots, we also offer our clients complete IML systems, which automate the production of plastic packaging from the moment raw materials enter production to a packaged product ready for storage.

As the owners of a company that is constantly expanding and developing, we must think well in advance to ensure the unhindered development of the company

the first time. Our plan to open a factory in the Republic of Srpska is in an initial stage, but we would be extremely glad to expand to that market as well.

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DEVELOPMENT OF BROSE COMPANY EMPLOYEES AND INTERNS of the automotive industry in Serbia and a profitable exporting opportunity, but also an opportunity for many engineers and operators to find a job in a company which offers excellent working conditions and progress.

We offer modern professional development, supported from training in locations in Germany and the Czech, for the best employees and quite soon, and very soon the participation in individual development programs for employees in specialist positions and management positions as well. During the last two years, we organized professional training for our employees mostly in Germa-

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The factory has already employed about 400 people, preparing the ground for serious work on modern systems for the automotive industry

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We offer modern professional development and training in Germany and the Czech Republic to the best employees and quite soon, the participation in individual development programmes for employees in specialist positions as well

TATJANA JAKOVLJEVIĆ Human Resources Director at Brose

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he family-owned company Brose has been shaping the future of the automotive industry for over 100 years. Brose is the fourth-largest family-owned automotive supplier.

In her interview for Diplomacy&Commerce, Tatjana Jakovljević, HR Director at Brose d.o.o. Pančevo, says the company will create with attractive career prospects 1,000 high-skilled jobs in Serbia in the coming years. We talked about how the company works on the modern professional development of employees, the organization of internship programs, cooperation with technical faculties of the universities Belgrade and Novi Sad, as well as achieved milestones and implemented activities.

“The production in Pančevo will be one of the pillars for the development

ny in cooperation with our colleagues from Brose factories who shared their substantial experiences from working in a technologically advanced company. Also, through cooperation with Klett EDU, we organized professional training in mechatronics for production and maintenance employees. Our employees now have the knowledge of mechatronics and several of them will continue their training through an advanced programme for industrial mechatronics specialists.

The factory has already employed about 400 people, preparing the ground for serious work on modern systems for the automotive industry. Many production technicians and operators, production leaders, shift leaders, warehouse workers, as well as industrial and process engineers, and other profiles will find their place in Brose.

What the excellent Brose engineer cre-

ate in our Development Center will be produced in the new factory, and those interested in working in this industry will have great opportunities to find a place in interesting positions in Electronics, Development, Testing, etc. Brose engineers are developing new products for electric and conventional vehicles to offer clients customized solutions for more safety, comfort, and efficiency.”

Our interviewee referred to the successful cooperation with technical high schools, faculties, as well as the company's investment in the education and development of future engineers.

The innovation team from a Brose location in Germany collaborated with the students of the Faculty of Mechanical Engineering on an "E mobility" programme Brose started its first internship programme last year, which was a great opportunity for young engineers from technical faculties to get their first working experience in the Pančevo plant and some of them in locations in Germany.

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“In order to improve and contribute to a better future for students, Brose started the first season of its internship program in September 2021. We enabled motivated students of technical faculties to acquire additional knowledge and skills, development through practical work in a technologically modern international environment. The first program of Brose practice, lasting 6 months,

is still taking place in Brose factories in Germany and Pancevo. We are one of the few companies in our market that give young students the opportunity to acquire technological and scientific knowledge through an internship with mentorship during the program and introduction to German culture and language at the same time. Of course, as the greatest value of this program, we offer the possibility of early employment to talented individuals with the best results during the internship.”

Brose also takes on CSR activities in the community. Some of such activities are related to expanding the capacity of Covid-19 testing for the population in Pančevo, the action "Plant a tree" in cooperation with the AHK and City of Belgrade, support for expanding the capacity of the Mechanical School in Pančevo, support to the Cultural Center Pančevo, etc. Wanting to get closer to the local community, Brose will regularly open the doors of its factory to interested pupils and students, as well as citizens, so they can gain insight into their modern production and get to know the Brose working world. 

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Our family company has excellent cooperation with local schools and the University of Belgrade, as well as the University of Novi Sad, in order to discover and promote talents at an early stage and encourage the development of joint research projects through donations of diverse laboratory equipment and cooperation with numerous students groups. Thus, in the laboratory for digital converters and drives at the Faculty of Electrical Engineering, students are enabled to easily obtain quality results when testing prototypes and their maximum improvement. Also, the members of the student group at the same faculty were provided with an increased capacity of test positions, which increased efficiency and better preparation of students for practical tasks.

In cooperation with the Faculty of Mechanical Engineering in Belgrade, Brose experts in the field of aerodynamics and acoustics organized lectures in the field of their expertise and enabled students to enrich their theoretical knowledge with information from modern practice.

The innovation team from a Brose location in Germany collaborated with the students of the Faculty of Mechanical Engineering on an "E mobility" programme. The result of their work gave new innovative solutions and was presented at the "IAA Mobility" international exhibition last year in Munich.

We are creating new opportunities for cooperation to contribute to the development of young talents and the educational institutions in the region.”

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UNCOMPROMISING DEDICATION TO QUALITY

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Today, consumers in Serbia see Miele as a synonym for quality, durability, innovation and use value

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ZORAN DJURIĆ General Manager of Miele Serbia and Romania

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or a whole decade, Zoran Djurić, General Manager of Miele Serbia and Romania, has been successfully running the company.

Miele's slogans is "Immer Besser" and the company is one of the market leaders in innovation.

What sets the Miele brand apart from other brands in the industry?

— In all the countries in which it operates, Miele cultivates a unique business customer-centred concept, which is seen in our uncompromising commitment to quality and continuous work on innovating our products. We have applied this recipe in Serbia as well, and we can proudly say that consumers in

our country today see Miele as a synonym for quality, durability, innovation and use value.

This is primarily because Miele has always upheld its mission of producing devices with a guaranteed long lifespan, even during the heyday of the throwaway culture. The fact is that the consumer electronics market today is flooded with devices that are unreliable and break down very quickly, which makes

The situation is completely different with our brand every device that comes out of our production lines undergo specialized tests that simulate 20 years of continuous use

consumers timid and sceptical when shopping. The situation is completely different with our brand - every device that comes out of our production lines undergo specialized tests that simulate 20 years of continuous use.

The aforementioned commitment to fundamental values and long lifespan is an important but not the only reason why an increasing number of customers in Serbia trust us. Miele is one of the market leaders in innovation. Guided by the priorities and needs of our customers, we focus on improving, innovating and integrating new technologies into our devices in order to make everyday tasks simpler and more efficient, but with the top results of the use.

How would you rate the business year behind us?

— The year behind us was indisputably marked by the coronavirus pandemic, but thanks to having a strong brand, top-notch product range and following trends in communication with the target audience, we have managed to achieve great results in Serbia and surpass the 2020 turnover while recording a significant growth of 37%. Thus, we have continued the positive trend of double-digit growth, which year on year, puts us on an equal footing with economically stronger markets.

The fact that, in times of uncertainty, consumers prefer brands that offer them security, and that they are ready to spend more money than originally planned on a premium device that guarantees longevity certainly contributed to our good business results.

How different are Serbian and Romanian markets and how difficult or easy is it to apply German standards in Romania, but also in Serbia, since the country is not an EU member?

— We can say that the Serbian and Romanian markets are very similar character-wise, but that size makes a significant difference here. Furthermore, Romania is currently one of the fastest-growing economies in the European Union, which is reflected in the market too. Business conditions are different, but the EU is a global market, which entails much simpler international business processes, especially in the segment of imports and customs clearance.

We also plan to expand the range of services offered by our Experience Centres in the future and present them as an ideal place for organizing team building events Another unique feature is that, unlike the Serbian market, the market in Romania requires a decentralized approach where each of the larger cities can be viewed as a micro-market for itself. In terms of standards, it is not difficult to implement German standards in Serbia or Romania, but each country has its own cultural idiosyncrasies that are reflected in corporate culture. Having a good organizational structure and dedicated managers are indispensable parts of this process.

What is your view of the past decade during which you have been successfully managing Miele Serbia?

— Looking back over the past ten years, I am very proud of everything we have achieved and without being too modest, I can say that we have achieved a lot. We have managed to position ourselves on the market map, and we have been improving our team on a daily basis which ensures a bright future for the company in Serbia. Also, we are recognized as a good and reliable partner and employer.

For me personally, this period brought a huge experience and a chance to improve my knowledge in all segments.

However, the realization that every day is an opportunity to learn something new and that only in this way can we be "forever better" than ourselves, which the company's motto that I also believe to be true, is the greatest benefit. 

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What does Miele, as an employer, offer to its employees?

— Miele was founded as a family company, and we are trying to maintain that relationship even today when we have almost 21,000 employees worldwide. As a company, in addition to the competitive working conditions that are implied, we strive to offer our employees the opportunity to experience all the benefits of working in an international company, to improve and progress, as a result of their work. On the other hand, we expect from our colleagues an honest relationship and continuous two-way communication, which we encourage with initiatives such as Pioneering 4/8.

Pioneering 4/8 is a very dynamic online event in which over 250 of our colleagues from 7 SEE countries took part.

They were split into 25 working groups who worked simultaneously. As a result, we collected over 400 ideas on how to improve our business. We are very proud of events like this, which we hold to fulfil two main goals - to better inform all colleagues, regardless of their position, about the company's strategy for the next period, but also to actively involve them in the process of creating this strategy by hearing their opinions, needs, suggestions and initiatives. As an employer, we need to hear each of our colleagues because we are aware that each of them is creating the future of our brand and company.

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What novelties can we expect to see from Miele this year?

— The positive trend that we have been recording year on year motivates us to be even better in the future, so every year, we invest in further growth and development of our brand in Serbia. In the coming period, we plan to expand the network of our showrooms and our team outside Belgrade, which will give consumers across our country the opportunity to have a unique shopping experience by which Miele Experience Centres have already become recognizable in the capital.

We also plan to expand the range of

services provided by our Experience Centres in the future and present them as an ideal place for organizing team building events. Experience from previous culinary evenings has shown us that people have a lot of fun when they participate in activities such as cooking, so we believe that this will be a complete success for colleagues from other companies who want to relax and boost their team spirit with this creative activity.

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NEW TECHNOLOGY AND TRADITIONAL VALUES Our tradition obliges us to continue to deliver quality, first and foremost, in every segment of our business, both to our consumers and employees, which means that we, as a company, must adapt to the time and environment in which we operate

SANJIN LAGANIN Managing Director of Dr. Oetker Serbia

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n his interview for Diplomacy&Commerce, Managing Director of Dr. Oetker Serbia, Sanjin Laganin, talks about the secret behind the quality of Dr. Oetker’s products, environmental protection, changes in the company and future plans.

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Dr. Oetker is synonymous with quality in its business segment. Housewives (and househusbands) usually opt for Dr. Oetker’s products, especially when making a good cake or a nice dish is very important to them. What is the secret behind Dr.Oetker’s products?

— Speaking from my personal experience, I would say that the secret primarily lies in the fact that Dr. Oetker is strongly resolved to do everything that can be done in the process of creating a product to meet the needs of each consumer. The company's founder, Au-

gust Oetker, developed the company’s first product - baking powder - in 1891.

His intention was to put in a sachet the measured amount of baking powder which, when mixed with 500 grams of flour and other ingredients, would make a cake. This means that Dr. Oetker puts consumers at the heart of its business.

Dr. Oetker Serbia has been operating successfully for many years in Serbia and the region, and our results confirm this Dr. Oetker's participation in the Everyone Strives for Balance (Teži ravnoteži) campaign, which was dedicated to disease prevention with the help of a balanced diet and physical activity, was quite noticed. Also, Dr. Oetker Company has provided assistance for children and young people without

parental care. How important is it for Dr. Oetker to take part in activities and campaigns in the environment in which it operates, which focus on social, sports, health and other topics of interest to society?

— Our global strategy focuses on caring for the environment in which we operate, our employees and the sustainability of our business. In that sense, the cooperation with SOS Children's Village has lasted for decades, and a few years ago, in addition to financial support, we started socializing with the orphaned children from the Village once a year because we wanted to dedicate time to them and raise awareness of our values through activities related to sports and environmental protection. This year, we went a step further and launched the If the Morning Shows the Day (Po Jutru se Dan Poznaje) in the business community during which we have been allocating funds for the education of the members of the Youth Community, the largest group in the Village that consists of teenagers. The main idea is to em-

power them and give them a chance to better position themselves in the labour market on time, as well as to show them that there are alternative ways of life to the choices they have ahead of them.

To make our consumers satisfied with our products, we use new technology in our production and have been continuously investing in the modernization of our production capacities. On the other hand, in order to remain an attractive employer to new generations of workers, we are consciously improving our corporate culture, digitizing processes and increasingly making decisions based on data we collect from the market. We want to be a dynamic organization, flexible and creative in which entropy is reduced to a minimum.

You have been recently appointed General Manager of Dr. Oetker Serbia. What was the situation like in the company when you took over this po-

What are Dr.Oetker Serbia's plans?

— Continuation of successful business operations through the expansion of the range, the introduction of new categories and optimization of the existing product range are our plans related to the product portfolio.

Improving organizational culture is one of the primary goals in the next two years. Organizational culture represents a competitive advantage in the current business environment, especially in circumstances where talent is lacking and where all companies are struggling to attract them. The key to transforming business culture is to put the right people in the right places and that is fundamental to building a long-term successful organization.

Digitization is the next goal in our plans. This entails using the existing infrastructure and improving all processes in order to make our decisions as much as possible based on the data we collect and the reports we create. We are also planning additional investments in our ERPi system.

Business transparency and environmental sustainability are our medium-term plans. 

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We assume that Dr. Oetker's production is based on tradition when it comes

Improving organizational culture is one of the primary goals in the next two years.

Organizational culture represents a competitive advantage in the current business environment, especially in circumstances where talent is lacking and where all companies are struggling to attract them

sition and do you plan to implement significant changes in the company?

— Dr. Oetker Serbia has been operating successfully for many years in Serbia and the region, and our results confirm this. I have been a part of the organization since 2011 when we acquired the C brand (the so-called confectionary product portfolio) and have participated in the development of the organization. So, the situation in the company is not unknown to me. On the contrary, I am very familiar with the overall state of the organization. We are a stable and well-organized company and have all the necessary resources for further growth. I am satisfied with all the above.

In terms of significant changes in our business, as I said earlier, we are an organization that constantly analyzes its processes that directly affect the business, then adopt and implement new strategies and evaluate changes. In that sense, we will certainly make changes in the business with the view of improving it.

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Environmental protection is always a burning topic. How environmentally friendly is Dr.Oetker's production?

— As a socially responsible and environmentally conscious company, Dr. Oetker manages all its processes in a way that improves environmental protection.

We are aware of the special responsibility we have towards people and nature. Our production plant in Šimanovci uses a packaging waste management system and every year we significantly contribute to reducing CO2 emissions and the greenhouse effects, as well as mitigating climate change.

Dr. Oetker Serbia uses only cocoa products that are certified in accordance with the requirements of the Rainforest Alliance, which is the most extensive programme in the world for the sustainable development of coffee, cocoa, tea and hazelnuts. Through this programme, we contribute to environmental protection and the survival of rare and very depleted natural resources, but we also directly contribute to solving one of the important problems in the world, and that is child labour and preventing children from attending school. Also, Dr. Oetker uses only RSPO SG certified raw materials that contain palm oil.

In 2020, we launched the Sustainability Charter, which comprises a total of 27 projects. Our interdisciplinary, local and international teams are working on these projects. The goals are grouped into three segments - Food, World and Company. We have set ambitious sustainability goals, while being mindful of our customers' needs. Dr. Oetker wants to achieve climate neutrality, use fully recyclable packaging by the end of 2025, utilize renewable energy sources, invest heavily in improving nutritional profiles of products by reducing salt, sugar and fat by up to 20% and reduce the quantity of destroyed food in the supply chain, production and distribution by 25% by the end of 2025.

to proven recipes, human and social values. On the other hand, to what extent does the company have to keep up with the trends, invest in the modernization of production, organization and management systems and similar things?

— We are aware of the value of Dr. Oetker brand tradition that we have been building for more than 130 years. This tradition obliges every one of our employees to do their job in line with traditional values for them and our consumers. Our tradition also obliges us to continue to deliver quality, first and foremost, in every segment of our business, both to our consumers and employees, which means that we, as a company, must adapt to the time and environment in which we operate.

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RELIABLE PARTNERS FOR THE GREEN AGENDA One of the world’s leading promotional banks, KfW, has provided funds totalling EUR 107 billion in 2021 worldwide, and a third of this amount was used for climate and environmental protection. In the near future, this means more clean energy for Serbia, as well as sustainable urban development

RÜDIGER HARTMANN Director of KfW Office in Belgrade

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he leading German promotional bank, KfW, is represented at around 69 locations worldwide, as well as in Belgrade. As it is focused on the future and improving life, the bank supports people, countries, and institutions who think ahead. Rüdiger Hartmann, Director of Belgrade Office, shares with us some plans for the future.

KfW is one of the leading promotional banks in the world. What is your mission?

— KfW was founded in 1948, to support the economic reconstruction of West Germany. In the 1960s, we went international by implementing German Financial Cooperation with Developing Countries on behalf of the German government.

As a bank committed to responsibility, KfW´s mission is to support sustainable economic, social, and environmental development in Germany and worldwide. We are not profit-oriented and we always act on a mandate by the German Government and KfW´s General Assem-

bly, which is composed of representatives of all relevant stakeholder groups, ranging from the German government, the parliament, and the federal states to the churches, trade unions, and the private sector. This is what sets KfW apart from commercial banks.

KfW supports Serbia in achieving the targets and commitments related to the EU accession process with a special focus on climate and energy as well as sustainable urban infrastructure development

How large is KfW, in comparison with commercial banks?

— As of today, our balance sheet is around 550 bln EUR and our annual commitments worldwide exceed 100 bln EUR, thereof roughly 10 bln EUR in Development Cooperation. In total, we have 7,600 employees. Our overarching goals are improving people’s economic and social living conditions, alleviating poverty, and protecting the climate and environment. As an institution that is governed by public law, the German

Federal Government owns 80% of our capital, with the remaining 20% owned by the German federal states.

What are your focus areas in Serbia?

— Based on the political priorities and development policy guidelines of the German government, the German Ministry for Economic Cooperation and Development (BMZ) specifies sectoral, regional, and country strategies. In bilateral government-to-government negotiations, held every two years, both governments discuss the overarching cooperation goals and strategies, define the specific focus areas and the projects to be financed. Of course, we consult and support both governments in the definition of these focal areas and the selection of projects. Serbia is of particular importance for German development cooperation with the Western Balkans.

We are firmly committed to supporting Serbia´s economic development and its path to EU accession. KfW supports Serbia in achieving the targets and commitments related to the EU accession process with a special focus on climate and energy as well as sustainable urban infrastructure development.

Last year, the bank successfully launched the first call for vocational training and education consortia of interested companies and educational institutes tees schemes for start-ups and beginners in the business. We have recently started to promote dual education in Serbia and the Western Balkan region through a programme called the Regional Challenge Fund, in cooperation with the WB Chamber Investment Forum. Last year, we successfully launched the first call for vocational training and education consortia of interested companies and educational institutes. More than 40 applications in Serbia alone have been submitted and further calls for applications are planned this year.

What are your future priorities?

— The German Development Cooperation will certainly continue to support Serbia in the same focal areas: clean energy, sustainable urban development, and promoting economic development through supporting SMEs and vocational training. The German government has offered to Serbia a special climate partnership and signed a corresponding declaration. To implement it, a team of climate experts from GIZ and KfW will be formed in Serbia.

So, besides investment projects, we are willing to explicitly support the Serbian government in its climate policy agenda and the EU accession negotiations with a special focus on energy and the environment. At present, and in close cooperation with the World Bank and AFD, we are also preparing a policy-based programme to support the government´s reform agenda in these areas. All three development partners bring in their expertise, provide technical and financial support. I would expect that this type of joint support of the government´s reform agenda related to EU accession would become increasingly important for our cooperation, without reducing or neglecting project-based support of urgently needed investments. 

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Tell us about KfW´s instruments and main services.

— As a development bank, you may expect that we mainly offer loans – and that is true. The majority of our projects here in Serbia, worth more than 2 bln EUR, so far have been financed from low-interest soft loans. Besides soft loans, we also offer grants for project preparation, technical assistance, and specific projects aiming at poverty alleviation or innovation. Given the

overarching relevance of EU accession for our engagement in Serbia, we intensively cooperate with the EU and implement grant funding by the Western Balkan Investment Facility (WBIF), as well as national IPA. At present, we have 18 co-financing projects worth a total of 42 million EUR from EU funding. However, I wish to underline that our offer is not limited to financial support. We do have co-responsibility for the sustainable impact of all projects we are supporting. Our KfW project managers, technical and local experts closely monitor project progress and support our partners in day-to-day project management. They know the details of the projects and constantly visit them to follow up and discuss bottlenecks with the partners. I would say that it is this combination of favourable financial instruments, technical assistance, and personal commitment to support our partners at any time, which makes KfW an outstanding development bank.

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Can you name some concrete examples?

— In the energy sector, we have financed the rehabilitation of the Mali Zvornik hydropower plant in cooperation with EPS. We support a programme that introduces renewable biomass energy in local district heating systems, together with the Ministry of Mining and Energy. The first two-biomass plants in Priboj and Mali Zvornik became operational last year. When it comes to energy efficiency, we are cooperating with the Public Investment Management Office (PIMO) in the energetic refurbishment of public buildings like schools and hospitals. In Belgrade, we are supporting the energetic refurbishment of the VMA hospital. We also promote national and regional electricity connectivity with the Trans Balkan Corridor in cooperation with EMS. In regard to sustainable urban development, we have invested more than 120 million EUR so far in countrywide projects to improve urban water supply systems and wastewater management. In cooperation with

Ministry of Construction Transport and Infrastructure, in Kruševac and Vranje, two state-of-the-art wastewater treatment plants were opened last year. In these two regions, we are also financing regional waste management systems. Moreover, under the auspices of our cooperation in Serbia, we support sustainable economic development, secure jobs, and technical and vocational education. We provide small and medium-sized enterprises with favourable loans and technical assistance through commercial local banks. In cooperation with the Chamber of Commerce and Industry of Serbia (PKS), we established last year the Serbian Entrepreneurship Foundation which offers loan guaran-

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UNDERSTANDING AND COMMITMENT TO CLIENTS We are a multilingual customer service provider, and we also provide customer support services.

We communicate with clients through various communication channels, e.g. phone calls (inbound/ outbound), e-mails, chat and social networks

NIKOLINA JOSIPOVIĆ MSC.E.E, General Manager of Paradox Consulting DOO

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aradox Consulting has its headquarters in Novi Sad and a branch in Banja Luka and operates in several countries. Our company is also a leading outsourcing provider in Serbia. We connect over 30,000 people every day, adapt and respond to their needs, and are one of the companies in Serbia that had the best creditworthiness score in 2018 and 2019.

In addition to its extraordinary management that has abundant international experience, Paradox Consulting has over 200 employees, most of them a young workforce, proud to be working in a multicultural working environment. In her interview, Nikolina Josipović, Gener-

al Manager of Paradox Consulting DOO, talks about these and other topics.

Paradox Consulting was founded in 2014 and is currently the leading outsourcing provider in Serbia. Could you tell us the secret of your success?

— Our development story is very interesting and I would like to use this opportunity to tell you about how it all began.

When the company I worked for went bankrupt in 2014, I decided that I and 28 of my colleagues would continue hav-

Novi Sad is a unique environment, with so many different cultures and languages and an excellent source of quality workforce for us

ing a job. Eight of us decided to continue working and together, we founded Paradox Consulting in November 2014.

That desire for success, teamwork, believing in ourselves that we can overcome all obstacles and demonstrate that we are capable and that we can do it, led us to today, when we are one the most successful call centres in Serbia. I can confidently say that this is the secret to our success.

You connect over 30,000 people every day in several countries worldwide. How do you adapt to different customer needs?

— We do business with different clients, although our focus is German-speaking areas. Big and small clients are equally important to us and our commitment does not depend on their size. The most important thing is that we understand the needs of our clients well, and thus adapt to them. We give them tips on how to improve their customer support.

Your company's focus is on a unique service. What kind of services do you provide?

— We are a multilingual customer service provider, and we also provide customer support services. We communicate with clients through various communication channels, e.g. phone calls (inbound/outbound), e-mails, chat and social networks. In addition to German, where we currently have over 150 employees engaged on projects, we also provide services in English, Czech, Slovak, Hungarian, Romanian, French, Italian and other languages.

Your company has been constantly expanding into various markets and doing new projects which pose special challenges for you and your team.

Could you describe your team?

— Each project is a special challenge for all of us. Our team is very diverse and it has members from 18 to 65 years of age. We are a young and motivated workforce (50% of employees are under the age of 35 and 65% of them have a university degree).

What are your company's plans for the next period?

In order for a company to be successful, it has to have a healthy work environment and create all the necessary working conditions for its employees

— Our plans are long-term. We are always looking for new projects and new markets. Novi Sad is a unique environment, with so many different cultures and languages and an excellent source of quality workforce for us. I must not forget our plan to expand to neighbouring countries, and by that, I mean Banja Luka. We have already set goals that we are striving for. Furthermore, we plan to build an office building, where our employees will be able to enjoy many amenities like a kindergarten for their children, a restaurant, a gym and other facilities.

Our goal is to provide our employees with the best working conditions and all the accompanying facilities in one place. You can see what that looks like on our website www.paradox-consulting.rs , as well as watch a short film about us - https://www.youtube.com/ watch?v=xcdj5rFX4Ew .

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In order for a company to be successful, a number of factors have to coincide. What was crucial for your company’s success?

— In order for a company to be successful, it has to have a healthy work environment and create all the necessary working conditions for its employees and only then it can expect the employees to give their maximum. If you don’t provide all the above, nothing matters. These are your people, your satisfied employees. You can be the best manager in the world, but if you fail to convey your vision to your employees and earn their respect and trust, leading by your personal example, you have done nothing for yourself or others. 

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30th ANNIVERSARY – CROWNING ACHIEVEMENT OF SUCCESSFUL BUSINESS Perić Trans, a family business and a leader in providing international transport services, this year marks three decades of successful operations

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vehicle and the condition of the transported goods. They also have satellite tracking of vehicle position (GSP) and temperature tracking of goods in real-time. Our trucks have an archive of temperature lists for the past 10 years so that the owners of the transported goods can monitor the location of their goods at any time and plan their arrival at the desired destination.

All of our trucks used for international transport services are of the Euro 6 category.

Perić Trans is constantly working to maintain the quality of services they provide, including integrated logistics services in the cold chain

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They can be used for single and groupage shipments from Serbia and the countries of the region to the EU and inside the EU and urgent deliveries with a double vessel system suitable for perishable goods. We also offer the transport of goods in quantities less than the full capacity of the vehicle (LTL shipment) from the Benelux market, Germany,

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ince its inception, the company has been gradually developing, and today has over 160 employees and has expanded into three segments - international transport, sales and rental of construction machinery and equipment (for civil engineering).

A successful organization, top quality services, experience and professionalism characterize all three of the company’s operational segments. The company’s core activity is international transport services. It disposes of a modern fleet of trucks and it operates in line with the highest global standards.

Perić Trans specializes in the transport of goods in controlled conditions, the transport of liquid food according to GDP and IFS standards, and the transport of medication in line with the relevant pharmaceutical standards.

The company’s vehicle fleet consists of over 100 state-of-the-art trucks and trucks with semi-trailers suitable for the transport of all types of cargo in temperature-controlled conditions. All trucks and trailers are the latest generations, produced between 2020 and 2021, and can store good at temperatures ranging from -30°C to +25°C. All our vehicles are equipped with the latest communication devices and devices for monitoring the operating parameters of the

Austria and Italy to Serbia. Trailers with double cooling devices can transport all types of goods in two different temperature regimes. They also have partition walls, suitable for the simultaneous transport of two or more different types of goods, as well as double floor trailers for transporting 33-66 pallets in temperature mode.

The company pays special attention to adhering to the logistics standards in the so-called cold chain. By constantly improving and monitoring the requirements of clients and the market, Perić Trans is constantly working to maintain the quality of services they provide, including integrated logistics services in the cold chain. The company is also mindful of food safety when using a tank or refrigerator truck while respecting all HACCP rules. In order to provide a superior transport service, the company is ISO, IFS and GDP certified.

The importance of driver training and Good Distribution Practice (GDP), implemented by our managers, are extremely important, especially when it comes to transporting medicines that require constant supervision, starting with loading goods, securing cargo, closing the refrigerator door, transporting and unloading goods. At all times, our drivers and GDP managers are available to provide relevant information during transport. We pay special attention to employee training, starting from the process of cleaning and disinfecting the loading area to a strictly controlled temperature regime during transport. All trailers possess ATP certificates and sensor calibration certificates, which are renewed annually. 

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STRONGER RAIL SYSTEMS FOR ENVIRONMENTAL FUTURE Innovative and sustainable solutions that shape the future of mobility and transport around the globe

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s a full-service mobility provider and a force that is driving stronger rail systems around the globe, the DB E.C.O. Group offers engineering, consulting and operations solutions that equip clients for the future and help protect the environment. The DB E.C.O. Group is part of Deutsche Bahn, one of the world’s leading mobility and logistics companies. It pools Deutsche Bahn's expertise in rail engineering, consulting and operations, and delivers that expertise worldwide. The companies in the DB E.C.O. Group stand for expertise in engineering, rail operations and digital systems. For clients, that translates to technically sophisticated, tailored infrastructure, mobility and transport solutions for every phase in the rail system life cycle – from feasibility studies to operations. From light rail to high-speed rail, from private sidings for factory and port railways to complex logistics concepts – the DB E.C.O. Group advises clients around the globe and develops and implements solutions that bring people and markets together. What's more, the DB E.C.O. Group champions zero-emission mobility solutions and technologies by promoting public transport and helping international partners solve the global threat of climate change. This facilitates the achievement of overall carbon reduction targets. Some 6,000 experts from 85 different countries are part of the DB E.C.O. Group. They are dedicated to leveraging their expertise

Photo: Max Lautenschläger

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and intercultural experience to make each project a success. The DB E.C.O. Group’s clients include national, local and private transport and infrastructure companies, industrial companies, private investors, and national and international financial institutions.

THE BELGRADE BRANCH OF DB ENGINEERING & CONSULTING IS PART OF THE DB E.C.O. GROUP: Our Belgrade branch is the center of our activities in southeastern Europe.

The local team works closely with DB E.C.O. experts worldwide to deliver reliable, cost-effective solutions for complex projects. Our team in Belgrade consists of experienced, international professionals and committed, enthusiastic engineers who are ready to respond to any challenge and dedicated to implement-

Our team in Belgrade consists of experienced, international professionals and committed, enthusiastic engineers who are ready to respond to any challenge

ing the best and most efficient solutions no matter the complexity of the project.

As a company that has delivered largescale projects in more than 100 countries worldwide, we have the necessary knowledge and experience in the field of design and construction supervision in particular, and we apply that knowledge and experience to projects in Serbia and the region. One such project involves construction supervision service on the high-speed rail line between Belgrade and Budapest. In Section 1, which runs from Belgrade to Stara Pazova, we are facilitating the construction of a modern rail line designed for speeds of 200km/h, which will greatly empower further development of Serbian freight and passenger transport. We are proud to be involved in a project of this magnitude and importance, and we would be honored to continue using our expertise to support current and future largescale infrastructure projects in Belgrade, Serbia and the Balkan region.

We are part of the DB E.C.O. Group: DB Engineering & Consulting | ESE Engineering und Software-Entwicklung | infraView | Deutsche Bahn International Operations.  E-mail: eco-group@deutschebahn.com Visit: www.db-eco.com

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RESULTS AS VALIDATION OF THE GERMAN-SERBIAN ECONOMIC PARTNERSHIP A

ny in 2021 amounted to 6.5 billion euros. Serbia’s export to Germany amounted to 2.7 billion euros, while the import totalled 3.8 billion euros. The export-to-import ratio stood at 72.8%.

The Federal Republic of Germany is the leading external trade partner of the Republic of Serbia in 2021, both in terms of the total exports (a 12.5% share) and the total imports (a 13.2% share).

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ccording to the data collated by the State Statistical Office, the total trade between the Republic of Serbia and the Federal Republic of Germa-

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Based on the data collated by the Ministry of Finance of the Republic of Serbia Customs Administration, in 2021, a total of 11,539 companies in Serbia did business with the Federal Republic of Germany

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The total trade in services between the Republic of Serbia and the Federal Republic of Germany in 2020 amounted to 1.07 billion euros, of which the Republic of Serbia earned 677 million euros, and had expenditures in the amount of 397 million euros. From January to November 2021, the total trade in services between the Republic of Serbia and the Federal Republic of Germany amounted to one million 1.17 billion euros, of which the revenues of the Republic of Serbia amount-

ed to 746 million euros and expenditures 429 million euros. The Federal Republic of Germany is the second biggest partner of the Republic of Serbia in terms of trading in services.

According to the methodology used by the National Bank of Serbia, the total net investments of residents of the Federal Republic of Germany in the Republic of Serbia in the period from 2010 to September 2021. amounted to 2.134 billion euros.

The two countries mostly exported

these products - ignition wiring kits, as well as other kits for vehicles worth 419.9 million euros (a 15% share), as well as automotive train cars worth 50 million euros (a 2% share).

The two countries mostly imported these products from each other unclassified goods in the customs tariff (goods in storage) worth 332.2 million euros (a 9% share), while in tenth place are specialized machines and devices worth 30.6 million euros (a share of 1%).

FOREIGN TRADE TRADE BETWEEN THE REPUBLIC OF SERBIA AND THE FEDERAL REPUBLIC OF GERMANY IN THE 2013 - 2021 PERIOD (IN MILLIONS OF EUROS)

Export

EXPORT AND IMPORT PRODUCTS

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The two countries mostly exported these products - ignition wiring kits, as well as other kits for vehicles worth 419.9 million euros (a 15% share), as well as automotive train cars worth 50 million euros (a 2% share).

The two countries mostly imported these products from each other unclassified goods in the customs tariff (goods in storage) worth 332.2 million euros (a 9% share), while in tenth place are specialized machines and devices worth 30.6 million euros (a share of 1%).

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COMPANIES Based on the data collated by the Ministry of Finance of the Republic of Serbia - Customs Administration, in 2021, a total of 11,539 companies in Serbia did business with the Federal Republic of Germany.

• Number companies that only export to the Federal Republic of Germany – 1,199

Import

Balance

• Number companies that only import from the Federal Republic of Germany - 8,725 • Number companies that both export and import – 1,615 COMPANIES WITH MAJORITY GERMAN CAPITAL IN THE REPUBLIC OF SERBIA

According to the data of the Business Registers Agency of the Republic of Serbia, there are 807 active companies in the Republic of Serbia, which are majority-owned by the citizens of the Federal Republic of Germany, i.e. companies registered in the Federal Republic of Germany (data from January 28, 2022).

POTENTIAL FOR BETTER COOPERATION The Federal Republic of Germany is one of the most important external trade partners of the Republic of Serbia. However, in trading with Germany, the Republic of Serbia usually

Source: Serbian Bureau of Statistics

generates a deficit. The largest deficit generator is the SITC sector 7 - Manufactured products - where the largest deficit is generated by passenger and freight vehicles and parts industry. The same applies to the SITC sector 5 – Chemical products – with the main deficit generators being medication and blood fractions.

The two countries could cooperate more in the following industrial sectors: the agri-food sector (fresh, frozen and canned fruits and vegetables, organic food, fine food and specialties, wine, canned meat, spices, soups, dried vegetables, mushrooms), metal processing industry (auto parts), wood industry (solid wood and rustic furniture, furniture parts, prefabricated houses). textile industry (clothing, leather and footwear), construction (building material industry, through detachment contracts with Bavarian partners for the execution of construction works) and the IT industry (software & hardware).

SHARE IN TOTAL EXPORTS / IMPORTS (%)

Export

PROMISING COOPERATION SECTORS In the Furniture group of products, the Republic of Serbia and Germany boost their cooperation in the subcategories such as ‘other furniture and furniture parts’, which Germany imported in 2019 in the amount of 1.87 billion and the subcategory ‘seats and their parts’ (excluding those from the customs tariff number 9402) which Germany imported in the amount of 199 million euros.

Import

In regard to the Plastics and Plastic Products group, the two countries could trade more in the following subcategories - flooring and wallpaper, plastic utensils and other plastic products for home of plastics. In 2019, the two countries imported these products in the value of 600.1 and 394.6 million euros, respectively.

When it comes to the Edible fruits and nuts group, Germany has been increasingly importing fresh and dried fruits and mixed nuts from Serbia.

Products that could boost the economic cooperation between Serbia and Germany include corn, sunflower oil and other vegetable fats. There is also potential for the export of canned vegetables, frozen vegetables and canned mushrooms. Furthermore, industrial plants, flour and seed also have a great export potential for Serbia, as do non-electric household appliances and various types of brandy of which Germany imported around 283 million euros worth in 2019.

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ECONOMY GERMANY 2022

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BERLIN IS A MAJOR TECH POWERHOUSE It is Germany’s largest industrial town and a major centre of trade and technological development; many companies maintain facilities in the city

erlin is one of Europe's leading centers of science and research with numerous innovative start-ups and investment projects in growth industries such as biotechnology and medical technology as well as in the new key technologies. As such, Berlin is one of Germany's top three venture capital hotspots. An average of 20 percent of German VC capital flows into high-tech companies in Berlin.

Venture capitalists in Berlin provide financing for every phase of new business undertakings. The city boasts a tightly linked network of venture capitalists, business angels and entrepreneurial teams. Berlin plays host to im-

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workers affects Berlin, too, but Berlin has the advantage of being at the centre of a region that's home to about six million people. Companies looking for well-qualified specialists find great potential in here. Berlin has the highest per capita density of researchers and university graduates in Germany. More than 30,000 new graduates enter the city's labour market every year.

An important competitive advantage is the city's international attractiveness. Berlin attracts professionals from all over the world. People from over 190 nations live and work here.

Nearly 2 million of the city's inhabitants speak at least two languages.

Companies planning to hire new staff can take advantage of various funding opportunities and programmes to train, recruit, and qualify specialists offered by the Federal Government and the State of Berlin.

Up until the Corona year 2020, Berlin was able to enjoy to rapid economic growth. Both the increase in gross

FINTECH DATA SPECIALISTS RANKS BERLIN AS THE SECOND BIGGEST FINTECH HUBS IN EUROPE, AND THE SIXTH BIGGEST GLOBALLY domestic product and the number of people in employment have been above the national average for years.

The positive development in employment subject to social security contributions was particularly satisfying.

While gross domestic product rose by 2.6 % in 2019, it fell to -3.3 % in 2020 due to Corona (Germany -4.9 %). The number of people in employment also fell when compared with the previous year by -0.4 % (Germany -1.1 %). An increase of 2.2% was recorded in 2019.

However, the forecasts for the Berlin economy are good. After a weak start to the year, it is expected that the economic level of 2019 will be reached again at the beginning of 2022. 

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Boasting one of the densest network of startups, deepest pools of experienced talent and some of the world’s most sophisticated investors, Berlin is a major tech powerhouse and one of the world’s largest fintech hubs in the world. The city is home to some 400 fintech companies, or over a third of all fintech companies in Germany. In 2018 and 2019, Berlin accounted for 70% of all fintech funding in Germany, with fintech companies raising approximately EUR 1.8 billion in investment. Fintech data specialist Findexable ranks Berlin as the second biggest fintech hubs in Europe, and the sixth biggest globally.

The general shortage in qualified

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portant financial conferences on private equity, such as the German Equity Forum (Eigenkapitalforum) and the German Equity Day. In Germany, FinTechs are becoming an increasingly powerful engine for the economy. German FinTechs raised 2.1 billion euros in capital in the first half of 2021 alone, two thirds of it in Berlin. Trend: still rising, as shown by the recent mega financing round at N26. Overall, a strong ecosystem for financial technologies has developed in the capital, which attracts a large number of investors, capital and founders from all over the world. As a result, Berlin is also taking on a leading role as a digital financial center in Europe.

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ECONOMY

THE ECONOMY GREW BY 2.7% IN 2021 Economists expect the German economy to rebound strongly later this year once coronavirus restrictions are lifted and supply bottlenecks ease

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he G erman economy shrank as much as 1 per cent in the final three months of last year, as the latest coronavirus restrictions and supply chain bottlenecks kept output below pre-pandemic levels. The Federal Statistical Office on Friday published initial estimates showing Europe’s largest economy managed growth of 2.7 per cent last year, despite fourth-quarter output falling between 0.5 and 1 per cent from the previous quarter.

The figures mark a rebound from 2020, when German gross domestic product shrank 4.6 per cent in a record postwar recession caused by the Covid-19 crisis. But the country is lagging behind other big economies, including the US, France and UK, which have rebounded above pre-pandemic levels of output.

Economists expect the German economy to rebound strongly later this year once coronavirus restrictions are lifted and supply bottlenecks ease. But they worry that if the problems persist, the country could slide into recession — defined as two consecutive quarters of falling GDP.

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DESPITE THE INCREASES OF 2021, ECONOMIC PERFORMANCE HAS NOT YET REACHED PRE-CRISIS LEVELS IN MOST ECONOMIC SECTORS

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The Bundesbank last month cut its German growth forecasts but said it still expected the economy to rebound above pre-pandemic levels of GDP in the coming months with growth of 4.2 per cent in 2022, boosted by a “boom in private consumption”, as well as higher exports and business investment.

The German economy grew by 2.7% in 2021 after another year of surging Covid-19 cases, pandemic-related restrictions and supply chain pressures.

The statistics office said that German growth was still 2% lower in 2021 than in 2019, showing that the economy has

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not yet returned to pre-Covid levels. In the second half of 2021, signs emerged that the German economy could be hit by supply chains issues. In October, the country’s leading research institutes slashed their forecasts for growth in 2021 to 2.4%. The German government also lowered its expectations for annual growth in 2021. Looking ahead, upcoming economic performance remains clouded by uncertainty.

Germany increased net new borrowing to a record 215 billion euros ($245.87 billion) last year following an unprecedented sum of 130 billion euros in 2020 to fund the fight against COVID. The public sector deficit of all state levels rose to 153.9 billion euros or 4.3% of economic output. The economy ministry said in its monthly report that ongoing supply bottlenecks for important primary products in manufacturing were likely to persist for a while.

The price-adjusted gross value added in manufacturing rose markedly by 4.4% year on year. Notable increases were recorded also for most of the service sector compared with 2020. The economic performance in the field of business services, which include research and development as well as legal, tax consultancy and engineering activities, was up by 5.4%. At 3.0%, economic growth was somewhat lower in the aggregated economic sector of trade, transport, accommodation and food services due to the continuing pandemic restrictions. Compared with 2020,

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the economic performance was down slightly only in construction (-0.4%), which had not been visibly affected by the Covid-19 pandemic in 2020.

Despite the increases of 2021, economic performance has not yet reached pre-crisis levels in most economic sectors. Economic performance in manu-

GERMANY INCREASED NET NEW BORROWING TO A RECORD 215 BILLION EUROS ($245.87 BILLION) LAST YEAR FOLLOWING AN UNPRECEDENTED SUM OF 130 BILLION EUROS IN 2020 TO FUND THE FIGHT AGAINST COVID facturing, for instance, was still 6.0% below the level of 2019 in 2021. Other services, which include creative activities in addition to sports, culture and entertainment, were hit particularly hard by the continuing Covid-19 pandemic. Here the price-adjusted value added was even 9.9% below the pre-crisis level in 2021. The decline in economic performance recorded in the crisis year of 2020 for public services, edu-

cation, health was almost compensated for in 2021. Construction as well as information and communication were able to sustain their positions during the pandemic and considerably increase their economic performance compared with 2019.

Gross fixed capital formation in construction grew by only 0.5% in 2021 due to labour and material shortages after having risen more strongly for five consecutive years. Gross fixed capital formation in machinery and equipment increased a price-adjusted 3.2% in 2021 but had in fact decreased sharply in the crisis year of 2020.

In 2021, foreign trade recovered from the strong decreases of the previous year. German exports of goods and services were up a price-adjusted 9.4% on 2020. Imports increased by a price-adjusted 8.6% in the same period. In 2021, Germany’s trade with foreign countries was thus only slightly below the level of 2019.

Employment gains were recorded for public services, education, health (+2.2%), information and communication (+2.4%) and construction (+1.2%). In contrast, employment losses were observed for trade, transport, accommodation and food services as in the year before (-1.8%). The number of marginally employed people and self-employed continued to fall, while more persons in employment were subject to social insurance contributions. 

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GROWING SHARE OF GREEN ENERGY Clean energy made up 46% of Germany’s net public power generation in 2021. That was down from 50% in 2020, according to Fraunhofer ISE, the largest solar energy research institute in Europe

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balanced supply.

Unlike other power mix data available, the Energy Charts specifically publish net public electricity generation, which Fraunhofer ISE says corresponds to the electricity mix that “comes out of the socket.” In contrast to gross electricity generation, it does not take into account industry facilities, which are largely fired with conventional power sources like gas and coal, and the power plants’ own consumption. The renewables share in gross power production in 2021 was 40.9%. 

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next year, as Germany shut down three of its last six nuclear power stations on December 31, and the country’s last three nuclear power plants will shut down by the end of 2022.

Gas-fired plants were often pushed out of the market, due to the sharp rise in natural gas prices and had a share of 10.4%. While solar PV and wind – Germany’s two main providers of renewable electricity – complement each other when seen on a monthly basis over one year, the Fraunhofer ISE noted that there will be more solar PV capacity necessary to provide a

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olar PV generation was up 0.7 terawatt-hours (TWh), but the reason clean energy’s share of power declined in 2021 was due to lower wind energy production, at minus 16.1 TWh compared to 2020. Wind, at 113.5 TWh, still contributed the largest share to the public power supply overall in 2021 Lignite-fired (i.e., brown coal) power plants picked up the slack when wind wasn’t strong enough, thus putting it in second place at 99.1 TWh. Nuclear came in at 65.4 TWh – 13.3% of the power supply – but this will drop

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CIRCULAR ECONOMY

GERMANY IS A DRIVER OF INNOVATION

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Germany is a driver of innovation and with its technical infrastructure is excellently positioned to drive this change

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n the circular economy, energy conservation is implicit in the closing of the material resource loop – and critical to a new economy that can help Germany hit net zero. A Germany initiative shows in detail how Germany can adopt a no-waste economy that saves material resources, cuts emissions, and decreases energy consumption.

Over the last few years, this concept of a Circular Economy has gained momentum internationally. The European Union and various member states have developed strategic plans for a transition towards a resource-efficient

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economic framework according to the principles of a Circular Economy. Also, countries outside Europe follow this guiding principle, such as China, Japan or Canada.

In Germany, however, there is still no overarching strategy how a Circular Economy can be achieved although Germany considerably shaped the debate at the international level. Germany is a driver of innovation and -with its technical infrastructure- is excellently positioned to drive this change.

On the political side there are already various strategies, platforms and initiatives that address elements of the Circular Economy narrative. Those

are, however, not yet aligned to one overall strategy. The Circular Economy Initiative Deutschland opens a science-based discourse about the potentials of a Circular Economy in Germany and develops a Circular Economy Roadmap for Germany.

The Circular Economy Initiative Deutschland (CEID) is a grouping of three German ministries, 24 businesses, and 22 research institutions, as well as civil society organizations: an illustration of the way that the private sector, the state, and research institutions can work together on the major climate issues of the day. The two-year project’s Circular Economy Roadmap

GERMANY IS IN POLE POSITION TO NOT JUST MAINTAIN BUT TO INCREASE ITS GLOBAL COMPETITIVENESS AS WELL AS HIT CLIMATE GOALS WITH THE CIRCULAR ECONOMY

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for Germany isn’t a theoretical justification or explanation of the circular economy but rather a systematic, nutsand-bolts strategy outlining the steps Germany must take to transition to a circular economy by 2030.

According to the report, Germany is in pole position to not just maintain but to increase its global competitiveness as well as hit climate goals with the circular economy. The authors find that circular economy levers that extend product longevity, reduce waste, and significantly increase recycling would sink the total quantity of primary raw materials used by 2050 by 68 percent. (Globally, the extraction and processing of natural resources is the cause of 50 percent of global greenhouse gas emissions.)

In terms of battery recycling alone, for example, results from a model calculation show that by 2030, a total of 8,100 tonnes of lithium, 27,800 tonnes

of cobalt and 25,700 tonnes of nickel can be recovered from vehicles on the road until 2030. This could meet 13 percent of lithium demand. By 2050, these processes could recover a total of 109,000 tonnes of lithium, 180,000 tonnes of cobalt and 576,000 tonnes of nickel.

At current raw material prices, this would correspond to a price tag of €1.2 billion by 2030 or €13.8 billion by 2050.

CO2 reductions could thus amount to approximately 36 million tonnes by 2030 – the equivalent of taking more than 7 million cars off the road. By 2050, battery refurbishment could generate savings of around €5.3 billion and 282 petajoules of energy demand. This corresponds to 31.4 million tonnes of CO2 equivalents, or the equivalent of taking more than six million cars off the road.

Alone, the use of recycled raw materials could save German industry around €32 billion, to say nothing of the emissions savings of materials not used in manufacturing and construction. Unfortunately, the report does not contain an estimate of the number of jobs that will be created in waste management, collection, transport, and processing. But the current size of this industry in Germany – a not insignificant 310,000 workers – indicates how labor intensive the industry it is and the potential for expansion.

The way forward does not depend on new technology but rather, foremost, a legal framework that puts waste prevention – rather than recycling – front and center. Laws like the EU’s best practice eco-design and energy labelling directives extend product life (and cut energy use) by defining design requirements and standards. Eco-design sets legal minimum efficiency requirements so that the worst energy-guzzling appliances are banned from the European market; energy labels direct consumers to the best appliances. By 2020, energy labels and eco-design were estimated to bring energy savings in the EU worth 165 Mtoe (million tonnes of oil equivalent) every year. This equals roughly 9 percent of the EU’s total energy consumption and a reduction of 7 percent in carbon emissions. 

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FOCUS

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TRADITION OF FAMILY BUSINESS hey are of utmost importance for the German economy, standing for innovation, quality and long-term-vision: Germany´s family-enterprises. The Germans call it the “Mittelstand” – and the unique structure of Germany’s strong sector of family-owned companies has become a synonym for technological strength, innovation and entrepreneurial spirit all over the world. In fact, the Mittelstand not only accounts for the overwhelming majority of all businesses in Germany (over 3 million), it also provides some 60 percent of all jobs and over 80 percent of all apprenticeships.

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Depending on its specific definition, the family-owned companies range all the way from small craft workshops to hidden champions worth up to a bil-

THE HIGHEST GROSSING GERMAN FAMILY FIRMS, METRO AND BMW, ARE PUBLIC COMPANIES, ROBERT BOSCH AND THE SCHWARZ GROUP LIMITED LIABILITY COMPANIES

Small and medium-sized firms have deservedly been described as the backbone of the German economy lion euros. Their range expands from wellknown companies as Volkswagen or Bosch to players that are worth billions as Henkel, Merck or Dr. Oetker, and often includes Hidden Champions as Brose, Eberspächer or Harting.

Small and medium-sized firms have deservedly been described as the backbone of the German economy. They are a driving force behind growth and employment. The central feature of the German family business is the amalgamation of strategic and operative levels, of ownership and entrepreneurship. The family is the owner as well as the manager of the company. Thus specific conflicts which regularly arise in anonymous business partnerships

stipulates long-term goals. How these should be aimed for is up to externally appointed directors whose salary is partly made dependent on their achievement.

The separation between ownership and day-to-day business allows family businesses to put the management in the hands of specialists with much experience in project development, product and process innovation, personnel, marketing, but also finance, insurance and – with growing importance – the communication with the critical public eye. The employment of management does not exclude the possibility to allocate individual func-

THE CENTRAL FEATURE OF THE GERMAN FAMILY BUSINESS IS THE AMALGAMATION OF STRATEGIC AND OPERATIVE LEVELS, OF OWNERSHIP AND ENTREPRENEURSHIP

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tions to family members who then as chairman of the board, manager or consultant participate in the daily business. This, however, requires clear arrangements on leadership and assignment with the management external to the family.

Another solution often chosen by smaller family businesses is the appointment of advisory boards. Committees that comprise experts from outside shall give advice to the family. This is sought to provide impulses for innovation, ideas for future business areas, help in the recruitment of management and the embedding of networks. The problem with advisory boards lies in their non-binding nature. Because consultants are not directly liable, they cannot be equally made responsible for the quality of their advice as managers. The janus-headed nature shows that fami-

ly businesses can be both: A vital asset that an economy should always strive to make the most of, but also a burden, if mismanagement, inability or simply human shortcomings lead to the ruin of a previously thriving family enterprise and endanger thousands of jobs, as was the case with the company Karstadt. Family businesses become guarantors for economic stability, sustainable responsibility and future-oriented actions where the closeness within a family has a positive effect. It is thought in generations and acted with longevity, particularly where the professional qualification and social competencies of the family members correspond with the manifold management and leadership responsibilities and duties.

This cannot be taken for granted in a global and thereby growingly complex economy. Accordingly, the continued qualification of family members needs to be in a wide area of subjects.

Like in many other aspects of life the law of specialization equally applies to the management of a firm. A respected owner is not necessarily a successful entrepreneur, a good investor not necessarily a smart innovator. To own a firm does not necessarily amount to knowing how to manage and motivate people, to initiate new projects and make them succeed, to market products and gain customers. This is particularly valid where children inherit the business of their parents. A key issue is therefore the timely succession plan. It influences the course of a business long before the actual changeover and a lot sooner than is expected by most family businesses. This is very much the case for the thousands of retail trades, bakeries, grocery stores or corner shops. All of them ensure the daily encounter with the family business. Almost all restaurants and manufacturing businesses are family enterprises (which is why the advent of fastfood chains was a cultural drift not only in terms of cuisine but also of structure). But also global market leaders for machines, equipment, instruments and vehicles have been in the hands of a single family for generations. Banks and offices have been led by the same family for centuries. 

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between the supervisory board responsible for the strategic orientation (principals) and the directors (agents) who run the day-to-day business activities disappear. Not only do families provide capital for the company. They also provide manpower.

Therefore discrepancies between management and workforce are usually less significant. Company owners assume a duty of care for their personnel similar to the way parents do for their children. In family businesses responsibility and liability, direction and execution, and supervision and correction lie in the hands of few. This is an enormous advantage as it expands time horizons, reduces distances, increases flexibility and creates awareness for the big picture.

The danger that managers pursue their own interests rather than those of the firm does simply not exist. However, the damage is significantly bigger should individual family members lose sight of the company and primarily care for the needs of their own ego, begin to fight other members of the family or present themselves publicly for their own cause. In that case values otherwise inherent to the family business like indigenousness, authenticity and as a result trust may be jeopardised. The exceptional advantages of family businesses are also the biggest risks. Amalgamation of strategic and operative levels and the blending of owner and manager interests within a family may quickly turn into a business catastrophe. Exactly because of the dangers of an unsuitable division of responsibility within the family the best solution may be to keep these levels separate.

Many (larger) family businesses have become public or limited liability companies. The highest grossing German family firms, Metro and BMW, are public companies, Robert Bosch and the Schwarz Group limited liability companies. The company continues to belong to the family or a family trust and managers are employed for the day-to-day business. The family, often sole and usually dominant shareholder, focusses on setting the strategic direction. The family itself or the appointed supervisory board merely

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ECONOMY

MITTELSTAND ECONOMY AND PANDEMIC Mittelstand policy finds itself in a trade-off between safeguarding enterprises’ survival and being open to structural change he European Systemic Risk Board, a key financial watchdog, has issued a dire prediction. It warned of the danger of a “tsunami of insolvencies” across the eurozone when COVID-19 life-support schemes for business are terminated.

Since Germany, Europe’s economic superpower, took a severe hit in the first quarter of 2021, with output shrinking by 1.7%, attention is turning to the fate of that country’s small and midsize businesses, known as “mittelstands.” Widely regarded as the backbone of the German economy, they account for more than half the country’s gross domestic product and employ around 60% of workers. Mittelstands are often family businesses with strong local roots that are not listed on a stock exchange and therefore not subject to the same short-term pressures as quoted companies. Unlike their American counterparts, these companies have often been handed down through many generations. Many Germans believe they are superior to the American “boom or bust” corporate model.

During the pandemic, Mittelstand policy is above all a policy of acute crisis management for the Mittelstand economy. It should mitigate the acute effects on businesses and entrepreneurs in order to limit the extent of the economic and societal damage. However, it is difficult to estimate and quantify the extent to which the Mittelstand sector will be affected, especially since the scope of the threat to their existence changes over time. For example, in the early summer of 2020, the pandemic and the anti-pandemic measures already exerted downstream ef-

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DURING THE PANDEMIC, MITTELSTAND POLICY IS ABOVE ALL A POLICY OF ACUTE CRISIS MANAGEMENT FOR THE MITTELSTAND ECONOMY fects on other sectors of the economy that were not initially affected. Mittelstand policy during the pandemic is therefore also a policy of ongoing and short-term changes, including the termination as well as the demand-oriented introduction of new measures.

This also includes examining whether and to what extent Mittelstand policy

needs to take corrective action because other pandemic-related policies and measures threaten to disadvantage Mittelstand businesses or specific sectors. However, Mittelstand policy must not lose sight of the time “afterwards”, even if the acute problems of Mittelstand businesses predominate and an end to the pandemic is not in view. Already during the pandemic, future-oriented Mittelstand policy should look for tools to support Mittelstand businesses on their way out of the crisis and enable them to shape their longerterm business development.

The (global) economy does not stand still during the Covid-19 pandemic but may develop in completely new directions as a result of changes in consumer preferences and behaviour. Therefore, the market opportunities and competitiveness of compa-

age pension insurance will face considerable additional burdens as a result of the Covid-19 pandemic. Thus, without a prolonged social guarantee, an increase in contribution rates is to be expected.

• The tax regulations regarding degressive depreciation and the extension of the loss carry-back (see chapter 4.3) protect the liquidity of companies and provide incentives for investments, which are becoming more important on the way out of the crisis.

In a such way, investments that have been postponed can be resumed more quickly.

Important for the revival of the Mittelstand economy are the financial reserves and the equity base of the enterprises. At present, one cannot conclusively assess the extent to which the equity ratios of the Mittelstand – which were quite good at the begin-

THE FUTURE PACKAGE PLACES ONE FOCUS ON FORWARD-LOOKING TECHNOLOGIES SUCH AS CLIMATE TECHNOLOGIES AND ARTIFICIAL INTELLIGENCE

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ning of the crisis – have diminished during the pandemic. Survey results at least suggest that the current pandemic could end the upward trend in Mittelstand equity ratios. There are also isolated indications that the self-employed are drawing on their old-age provision. Should the meltdown of equity capital in the Mittelstand continue, additional – possibly temporary – equity capital assistance could provide a remedy and support the Mittelstand in building up equity capital again. Strengthening or reviving the innovation capacities of the Mittelstand economy also plays an important role on the way out of the crisis. Incentives to stimulate innovation activity are offered by the increase in the funding limit of the R&D tax allowance from two to four million eu-

ros, which was enacted retroactively from July 2020 to June 2026 in the Second Corona Tax Assistance Act. This primarily addresses those enterprises that already conduct R&D. These are mainly the 14 larger Mittelstand companies. Consequently, in its latest annual report, the Expert Commission on Research and Innovation criticises the lack of consideration given to SMEs. In addition, a large part of innovation activity in Mittelstand takes place outside of R&D. If innovation activity drops sharply for a longer time, the future development and competitiveness of Mittelstand companies are at great risk. Indeed, the uncertainties during the pandemic are likely to lead to a decline in long-term innovation spending in Mittelstand enterprises.

According to the Mannheim Innovation Panel, SMEs were already assuming significantly declining innovation expenditure in spring 2020 (2020: minus 9% and 2021: minus 5%), while large enterprises expected stable innovation budgets for 2020 and even a slight increase for 2021. Enterprises whose innovation activity is impaired cite above all financing constraints as a reason for this (79 % of manufacturing, 64 % ICT, cf. ZEW 2021a). On the other hand, the crisis also acts as a catalyst for innovations such as process or business model innovations. At present, it is not foreseeable whether these pandemic-driven innovations may serve only as temporary crisis emergency solutions or whether they form a sustainable basis for the companies’ future development. This leads to the question of which further measures might be adequate to stimulate innovation dynamics in the Mittelstand.

The Future Package places one focus on forward-looking technologies such as climate technologies and artificial intelligence, and in this context also offers support to Mittelstand companies for their use. However, it is equally important that Mittelstand enterprises can already participate in the development and marketing of future technologies. These can form the basis for new start-ups as well as for the necessary strategic reorientation of existing businesses in the aftermath of the pandemic. 

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nies will be based in part on different or newly prioritised factors after the pandemic. Thus, Mittelstand policy finds itself in a trade-off between safeguarding enterprises’ survival and being open to structural change. While crisis management policy is geared towards safeguarding the companies’ existence and mitigating the direct negative effects of the pandemic, future-oriented Mittelstand policy should enable Mittelstand enterprises of all sizes and from all sectors to once again bear the entrepreneurial risk themselves and to shape their own corporate development. It lays the foundation for the future strategic orientation and development of the Mittelstand.

On the way out of the crisis, the strengthening of competitiveness and innovation capacities, as well as the management of structural change, are of particular importance for the Mittelstand. The enterprises should be able to start or continue a sustainable corporate development based on renewal. Those economic sectors where the pandemic has accelerated structural change (e.g. trade) should be enabled to manage it (better). In this way, the Mittelstand economy can be strengthened even more to overcome potential future crises. The Economic Stimulus And Future Package launched in summer 2020 is already partly geared towards sustainable economic development based on 13 modernisation. A number of the measures fundamentally support the competitiveness and revitalisation of the Mittelstand and, indirectly, the structural change in affected sectors.

• The expanded depreciation options for digital economic goods and the possibilities for supporting Mittelstand companies in their digital transformation facilitate the continuation of the crisis-induced digitalisation drive in Mittelstand companies.

• The “Social Guarantee 2021” which prevents social security contributions to rise above 40% strengthens the international competitiveness of Mittelstand businesses. Here policymakers should consider extending this guarantee beyond 2021. This would be important because one can expect that both the public health insurance and the old-

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TRADITION

CLASSICAL MUSIC Beginning in the 16th century and kept alive to the present day erman classical music has enjoyed a reign of a several hundred years, beginning in the 16th century and kept alive to the present day. But it was the composers of old – in particular, the “three Bs – who arguably put the country on the musical map.

Considered one of the most important composers of all time, Johann Sebastian Bach is best known for his contributions to Baroque, a style of music that features ornate compositions formed around strong tonal chord progressions. Though his music was mostly written for organ, he also wrote pieces for the harpsichord and clavi-

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chord, along with sonatas and suites for orchestral and chamber groups, and even pieces that were meant to be performed by choral groups.

The Romantic era of Classical music also gave birth to handful of famous Germans, most notably Ludwig van Beethoven, whose nine symphonies are considered by many to be his greatest works. Another important Romantic composer of this time was Richard Wagner, who wrote operas.

Rounding out the trio of German Bs is pianist Johannes Brahms, a traditionalist and perfectionist who utilized counterpoint heavily in his compositions. 

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AHK ACTIVITIES

AHK SERBIA – THE LARGEST BILATERAL CHAMBER IN SERBIA With more than 370 member companies and twenty years of experience, GermanSerbian Chamber of Commerce is the first point of contact and a reliable partner for most German companies interested in doing their business in Serbia

HK Serbia is a part of a large business network counting more than 140 foreign Chambers of Commerce, delegations and representative offices of German business abroad - in 92 countries, coordinated by the Association of German Chambers of Commerce and Industry. The main focus of the Chamber is on representing the interests of its member companies, providing them with the necessary support for their business, relevant information on market opportunities as well as offering them a portfolio of services tailored to their needs. AHK Serbia advocates for the improvement of overall economic cooperation between two countries, especially in terms of trade and investment flows. With its support,

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many companies have gained potential partners for their business and established long-term relations with their clients. In the next two years, the main focus of the Chamber will be on the following strategic directions: dual education / lifelong learning, green economy as well as digitalization / industry 4.0.

CHANGES IN AHK SERBIA: NEW DIRECTOR AND NEW PRESIDENT Mr. Gert Rabbow currently acts as ad interim Director and Executive Member of the Board. Additionally, the German-Serbian Chamber of Commerce also appointed a new president, mr. Milan Grujić, a managing director of the company ZF Serbia, who took over the responsibility and activities

of mr. Udo Eichlinger, a former CEO of Siemens Serbia.

INITIATIVE FOR FINDING SUPPLIERS IN THE WB COUNTRIES

The regional B2B project ,,German Initative for Finding suppliers in the Western Balkans’’ has been implemented for the seventh consecutive year. During the covid-circumstances, this year’s initiative was held online from 28th September to 15th October.

Over 36 German companies (buyers) participated in this project, including 208 companies (suppliers) from the WB region. 62 Serbian companies presented their business to potential German partners and a total of 550 B2B meetings were held (147 with Serbi-

an companies). The goal of this event was the Revers-Sourcing concept (B2B matchmaking), where German buyers met with selected suppliers from the Western Balkans region: Serbia, Croatia, Bosnia and Herzegovina, Slovenia, Macedonia, Montenegro and Albania. The focus was on the metal industry - product groups of metal construction, castings and forgings as well as other direct material groups. The event was organized by the Association for Supply Chain Management, Procurement and Logistics (BME), regional German Chambers of Commerce and under the auspices of the Federal Ministry for Economic Affairs and Climate Action.

AHK INDUSTRIAL SUPPLIERS FORUM – BUILDING THE EUROPEAN SUPPLIERS COMMUNITY

Since new conditions on the market reshaped the business and disrupted supply chains, AHK Serbia joined the initative called AHK Industrial Supplier Forum in order to offer Serbian suppliers a unique online platform and thus the opportunity to present their

products to potential buyers and distributors from Germany. The goal of this initative is to create the largest supplier community in Europe and together with another 10 AHKs from Europe expand the network of suppliers. All industrial suppliers interested in participating at this initiative have the opportunity to register their companies on the forum until 14th April. Additionally, AHK Serbia formed a new Working Group in december last year called "Supply Chains in Serbia" with the aim of identifying the potentials and barriers for the inclusion of domestic companies in the supply chains of German and international companies.

DUAL EDUCATION – A NEW WORKING GROUP On the 17th June AHK Serbia founded a Working Group "Dual Education" together with its member companies. The Working Group focuses on the dual vocational education, qualification and dual academic education in Serbia. The kick-off meeting was attended by 33 representatives of the member companies and the main objective was to identify key

challenges in the field of dual vocational training, dual studies and qualifications for companies, as well as to exchange ideas and experience with the participants. Since then, the Chamber organized another two meetings and signed a cooperation agreement with Ernst Klett Präsenzlernen Osteuropa GmbH (Klett EDU), offering companies the opportunity to qualify their employees in the field of mechatronics and thus prepare for Industry 4.0.

The first member company that applied for the program "Maintenance of Mechatronic Systems" and sent the employees to the trainings offered by Klett EDU is ZF Serbia. AHK Serbia also signed an agreement on cooperation with Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) Serbia in the field of Sustainable Economic Development and Employment with the aim of collaboration in the field of securing skilled labor, dual training and the green economy.

SERBIAN VISIONS This year in february AHK Serbia organized the 7th Multi-Congress Serbian Visions, a unique multi-the-

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Members' dinner panel

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Speed business meeting

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Events with and for members – webinars, members’ dinners, speed business meetings, panels, dialogues

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matic event with the goal of gathering non-governmental, humanitarian and business associations in order to emphasize the role of civil society in Serbia. Within 30 online events in one week, participating organizations and companies had the opportunity to exchange their knowledge, information, present their vision and solutions as well as initiate discussion on various important topics with a broad audience. Serbian Visions covered a wide range of topics: innovation, sustainable development, green economy, digitalization, ecology, education, healthcare, culture, social responsibility, human rights and many more.

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SENIOR EXPERTEN SERVICE (SES) This leading volunteering German organization offers the expertise and knowledge of experts or executives who are either retired or taking some time off work in order to advise and help SMEs. They provide their consulting services without any financial compensation and are oriented on helping and facilitating the good business organization not only in SMEs, but also in public and educational institutions and associations. The German-Serbian Chamber of Commerce has been representing the SES program in Serbia since 2005. This non-profit organization primarily receives funding from the German Federal Ministry for Economic Cooperation and Development (BMZ) and the German Federal Ministry of Education and Research (BMBF) and is based in Bonn.

YOUNG ENERGY EUROPE (YEE) Young Energy Europe offers young professionals from 8 European countries (Serbia, Bulgaria, Croatia, the

Czech Republic, Greece, Hungary, Poland and Slovakia) the opportunity to extend their knowledge and educate themselves in the field of energy efficiency and optimization of ressources.

Future Energy Scouts can learn how to analyze and discover saving potentials in their companies by attending theoretical and practical trainings and in the end are given the opportunity to present their findings and cases of saving energy in their own companies in front of an expert-jury. YEE is supported within the framework of the European Climate Initiative (EUKI) of the German Federal Ministry for the Environment, Nature, Conservation and Nuclear Safety (BMU). The German-Serbian Chamber of Commerce has been conducting this project since april last year and has already qualified the first generation of energy scouts in Serbia (62 scouts form 22 companies) and is ready for new applicants!

INTERNATIONAL NETWORKING COCKTAIL in Belgrade / INTERNATIONAL COFFEE BREAK in Kopaonik

Every year, AHK Serbia organizes together with colleagues from other bilateral chambers an International Networking Cocktail, thus offering its members the opportunity to meet potential clients and expand their professional network. This Cocktail takes place in Belgrade, usually in summer or autumn. Additionally, AHK Serbia also organizes an International Coffee Break in Kopaonik, during the days of Kopaonik Business Forum, providing its members another platform to share their experience and discuss on business related topics in a casual and pleasant atmosphere.

AHK ROAD SHOW AHK Road Show is a new format of event organized in 4 different cities: Subotica, Novi Sad, Čačak and Niš. Together with the support of its partners – Embassy of the Federal Republic of Germany and Germany Trade & Invest (GTaI) as well as sponsors (member companies) and local insitutions (Serbian Chamber of Commerce), AHK Serbia was able to organize 4 events with the goal of presenting the Chamber activities, visiting the member companies from different regions and discussing the investment and collaboration potentials with its members in their own and local environment.

EVENTS WITH AND FOR MEMBERS – WEBINARS, MEMBERS’ DINNERS, SPEED BUSINESS MEETINGS, PANELS, DIALOGUES

In cooperation with its members, AHK Serbia organizes and offers numerous webinars, workshops and panel discussions on actual topics. In collaboration with other bilateral chambers, various speed business meetings are organized and the aim is to bring the members of different chambers closer, so they could get acquainted with potential partners and meet future clients. Additionally, dialogues with different Serbian government ministries and local government institutions are organized to provide the members with relevant information on topics that are important for them. Last year, the Chamber also held a Members’ dinner panel where representatives of non-profit German foundations in Belgrade discussed the election results in Germany and whether they would influence the policy towards the Western Balkans. 

CULTURE

The arts have been central to Germany’s idea of itself

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Western culture, and the arts have been central to Germany’s idea of itself.

Popular festivals continue to abound in the west, southwest, and south, the regions that have clung

most to the practices of a traditional, preindustrial age. What is remarkable is not merely that these traditions survive but that the homelier and less celebrated of them remain truly genuine in the observance. 

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he birthplace of the modern printing press and of influential schools of philosophy and artistic styles, Germany has long played an important role in

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THE HEART OF WESTERN CULTURE

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ART FESTIVALS

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The arts are celebrated with a proliferation of festivals in Germany on a scale scarcely equaled in any other country. Most major cities and scores of small towns and villages sponsor festivals that celebrate all genres of music, film, and the performing arts.

Among the most renowned of these is the Bayreuth Festival, which celebrates the works of Richard Wagner.

Founded by the composer himself in 1876, it is still under the direction of his descendants. The oldest German festival is the Passion play, first held in 1634 and now held every 10 years in Oberammergau in southern Bavaria to celebrate the town’s deliverance from the plague.

Berlin alone has five major festivals: the Berliner Festspiele, a celebration of music, the performing arts, visual arts, and literature; the Berliner Jazzfest in November; the Berlin International Film Festival in February; the Theatertreffen Berlin (“Berlin Theatre Meeting”), featuring productions from throughout the German-speak-

THE DONNING OF ELABORATE WOODEN MASKS DURING THE PRELENTEN CELEBRATIONS IN THE SOUTHWEST REMAINS UNCHANGED DESPITE BEING TELEVISED ing world; and the Karneval der Kulturen (“Carnival of Cultures”), a festival of world cultures.

Munich has an opera festival in July and August, with emphasis on Richard Strauss. Festivals in Würzburg and Augsburg are dedicated to Mozart.

Ansbach has a Bach festival, and Bonn has one celebrating Beethoven. Other noteworthy events include Documenta, an arts festival held every five years in Kassel that draws hundreds of thousands of visitors, the International May

Festival in Wiesbaden, and the Festival of Contemporary Music in Donaueschingen. Expo 2000, Germany’s first world’s fair, was held in Hanover.

MUSEUMS

Germany has some 2,000 museums of all descriptions, from those housing some of the world’s great collections of painting and sculpture or of archaeological and scientific displays to those with exhibitions of minutiae, such as the playing-card museum in Stuttgart. Museums and galleries of great note include the museums of the Prussian Cultural Property Foundation in Berlin—i.e., the Pergamon Museum with its vast collection of Classical and Middle Eastern antiquities, located on the “Museum Island” in the River Spree, together with the Old (Altes) Museum, the New (Neues) Museum, the National Gallery (Nationalgalerie), and the Bode Museum—the Zwinger Museum and Picture Gallery (built by Gottfried Semper) in Dresden, the Bavarian State Picture Galleries and the Deutsches Museum in

CUISINE

use of meat—pork is especially popular, both cured and fresh. Beef, poultry, game such as rabbit and venison, and both freshwater and ocean fish are also widely consumed. German dairies produce a variety of excellent cheeses, and fresh soft cheeses find their way into many dishes. Starches are supplied by bread (wheat and rye) and by potatoes, noodles, and dumplings. The necessity of preserving foods for the northern winter has led to a highly developed array of cured,

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Traditional G erman cuisine, though varying considerably from region to region, makes generous

THE OLDEST GERMAN FESTIVAL IS THE PASSION PLAY, FIRST HELD IN 1634 AND NOW HELD EVERY 10 YEARS IN OBERAMMERGAU IN SOUTHERN BAVARIA

smoked, and pickled meats, fish, and vegetables such as sauerkraut (fermented cabbage).

German hams and sausages (Wurst) are world famous and widely imitated, produced in an impressive variety. Mustard, caraway, dill, juniper berries, and marjoram are favoured spices and herbs. Tortes, kuchen, cookies, and other pastries produced in the Konditorei (pastry shop) or home kitchen are served as a conclusion to a meal or an accompaniment to coffee. Holidays bring an array of seasonal sweets such as stollen, gingerbread, and anise cookies. Few meals of the traditional sort, whether presented in the home or in a Gasthaus (inn) or restaurant, are unaccompanied by locally produced wine, beer, brandy, or schnapps.

By the early 21st century, German cuisine had become more cosmopolitan with the influence of immigrant cultures, and a meal out was as likely to involve Italian, Chinese, Vietnamese, or Turkish foods as traditional German dishes such as sauerbraten, schnitzel, or spaetzle. 

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Munich, the Germanic National Museum in Nürnberg, the Roman-Germanic Central Museum in Mainz, the Senckenberg Museum of natural science in Frankfurt am Main, and the State Gallery in Stuttgart.

Some museums are highly specialized, devoted to a single artist, school, or genre, but many combine natural science and fine arts. There are many ethnological museums, such as the Linden Museum in Stuttgart, the East German Gallery Museum in Regensburg, and the Ethnological Museum in Berlin-Dahlem. Important art treasures are scattered in the scores of smaller museums, libraries and archives, castles, cathedrals, churches, and monasteries throughout the country. The Berlin-Dahlem Botanical Garden and Botanical Museum, founded in the 17th century, is German’s oldest botanical garden.

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TOURISM

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THE OTHER KIND OF GERMANY From powder-soft sandy beaches to idyllic natural beaches for long walks: Destination Germany beckons for all kinds of bathing fun at the sea, lakes and rivers

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ser lagoon and the Szczecin Lagoon in the far north-east of the country and beckons with its powder-soft sand. Sun worshippers will find their paradise here, as will families, and fans of naturism. One particular feature is Usedom's traditional seaside resorts, which are lined up along the coast and were already appreciated as holiday resorts by nobility and celebrities in the 19th century.

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ked dash into the cold sea, to the secluded lakeside sandy spots, perfect for kayaking and SUP, here aresome of Germany's best beaches.

It is the longest and one of the most beautiful: the 42 kilometre long, approximately 70 metre wide sandy beach on Germany's second largest island, Usedom. This sunny island is picturesquely situated between the Baltic Sea, the Achterwas-

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ermany may not be one of the first destinations you think of when considering a beach holiday, but it has over 2250 kilometers of coastline on both the Baltic and North Seas, wonderful lakes with sandy coves, and artificial city beaches.

From the seaside resorts with hot saunas to warm you up before a na-

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Germany's only deep-sea island, Helgoland, is known for its red cliffs and also offers a delightful beach and bathing paradise on its neighbouring island "Düne". Regardless of the tide, Caribbean white, flat-sloping sandy beaches await here, which are never overcrowded even in the high season. However, summer visitors have to share the beach with seals and grey seals from time to time. They live here in large colonies and are quite trusting, as hunting them is prohibited.

Heiligendamm, the "white town on the sea", also on the Baltic Coast, is Germany’s oldest seaside resort, founded in 1793. It was fashionable throughout the 19th century as a playground of the nobility. You can’t miss the five gleaming white, heritage-listed buildings of the Grand Hotel Heiligen-

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damm perched nearly on the beach.

Sunshine is possible, warm weather is rare.

The western beach on the Darss peninsula on the Baltic Sea always

GERMANY'S ONLY DEEPSEA ISLAND, HELGOLAND, IS KNOWN FOR ITS RED CLIFFS AND ALSO OFFERS A DELIGHTFUL BEACH AND BATHING PARADISE ON ITS NEIGHBOURING ISLAND "DÜNE"

reaches one of the top places in ranking among the competing beaches. Its secret is its remoteness and raw, pristine beauty. The 14-kilometre-long sandy beach lies in the middle of the "Vorpommersche Boddenlandschaft" National Park and stretches from the seaside and artists' resort of Ahrenshoop to the northern tip of the peninsula, which is crowned by a lighthouse.

One special feature is the "wind-swept" trees that are bizarrely deformed by the constantly gusting wind and that protrude diagonally over the beach.

Crystal-clear water, secluded bathing spots and idyllic views of densely forested mountains - summer visitors will find all this at Schluchsee in the Black Forest. The glacier lake, 930 metres above sea level, beckons you to take a refreshing dip when sultry

heat makes it difficult to draw breath at lower altitudes, for example in nearby Freiburg or in the Rhine valley. The Seebrugg natural beach is popular with adults and the Aqua Fun adventure pool with the younger ones. In addition, water activities such as canoeing, stand-up paddling or a relaxing lake cruise along the shores are appealing. Those who enjoy the countryside enjoy nature on hikes, such as the Schluchsee Jägersteig with fantastic views of the lake, or varied mountain bike tours.

The 27 kilometre-long Edersee meanders through the Kellerwald-Edersee Nature Park in northern Hesse like a Norwegian fjord. The clear, bluegreen shimmering waters, framed by beech and gnarled oak forests, invite you to take a refreshing dip as soon

as the temperatures turn summery.

Around the reservoir, bathing beaches invite you to linger. The eastern edge of the Edersee is reserved for active sports enthusiasts. There is surfing, sailing, diving and fishing. You can enjoy a magnificent view of the "blue eye" of

THE 27 KILOMETRELONG EDERSEE MEANDERS THROUGH THE KELLERWALDEDERSEE NATURE PARK IN NORTHERN HESSE LIKE A NORWEGIAN FJORD

the nature park from Schloss Waldeck, an 11th century castle that towers 120 metres above Lake Eder.

Also, there is The Andernach Geyser - the world’s highest cold-water geyser! The region known as the eastern Eifel has been shaped by volcanism, creating a rare natural spectacle: The Andernach Geyser. Visitors to this exciting attraction can enjoy an exciting programme and thrilling experience for all ages.

You set off on this fascinating journey at the Geyser Centre with a trip below the earth’s surface, followed by a relaxed cruise on the river Rhine, taking you to the “Namedyer Werth” Nature Reserve. Upon arrival, you will experience the spectacular Andernach Geyser - the world’s highest cold-water geyser – first. 

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CORPORATE

FOR EVERYTHING TO LOOK LIKE BEFORE – AMS OSIGURANJE

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AMS Osiguranje also offers home insurance that protects your home from fire, water spills, bad weather, burglary and other risks, following the insurance terms and conditions.

The household insurance premium is determined depending on the size and age of the property you are insur-

ing, and if you choose to insure things in your apartment or house, in addition to your immovable property, you will get an additional 10% discount on the entire insurance premium. You can purchase AMS Osiguranje home insurance policy quickly, easily and simply on our site webshop.ams.co.rs .

Best of all, with this policy, if terms and conditions stipulate so, you will be covered in the case of an accident in your apartment or house causes damage to your neighbour's property.

We would also like to remind you that can insure your vehicle from various types of damages by purchasing a casco insurance policy from AMS Osi-

guranje. You can pay the premium in 12 monthly instalments, and we also grant an additional discount for payment in full.

Come to our offices at 16, Ruzveltova Street in Belgrade or to one of over 250 of our branch offices throughout Serbia, where you will be met by our friendly and professional staff who will advise you on the most suitable combination of coverage, in accordance with your needs and capabilities.

When it comes to protecting your property, AMS Osiguranje is your best ally.

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