Although new technologies are essential for transformation, true success lies in people’s willingness to embrace these innovations, supported by adequate education, infrastructure, accessibility and inclusiveness for all citizens
The idea of smart cities – including smart technology, planning and community involvement – plays a key role in the Nordic understanding of sustainable and green communities. The Nordic Business Alliance, in close cooperation with the four Nordic embassies in Serbia (Denmark, Finland, Norway and Sweden), identified a strategic opportunity under the smart cities umbrella. “In line with our values of innovation, sustainability and inclusivity, and having in mind the fact that greener cities are also ‘smarter’, our Journey to Smarter Future: Building Smarter and More Sustainable Communities in Serbia came about as a natural continuation of projects and initiatives implemented over the last three years,” explains Nordic Business Alliance Executive Director Iva Petrović.
“Every journey requires a map. Our goal is to initiate the Smart Cities Roadmap for Serbia – leveraging the knowledge and experience of the Nordic countries, coupled with the good work already done in local cities and municipalities in Serbia. Aside from Nordic embassies and Nordic Edge, our other partners on this project are NALED and the Standing Conference of Towns and Municipalities,” explains our interlocutor.
“Although cities and local municipalities are key stakeholders in this project, we believe it is critical to engage and receive buy-in from key decisionmakers at the national level: the Ministry of Public Administration and Local Government; Ministry of Science, Technological Development and Innovation; and the Office for IT and e-Government,” says Petrovic.
“Sharing knowledge and ideas from Nordic countries, together with partners and stakeholders in Serbia, has been the hallmark of our association. Previous projects, such as Nordic Green and Circular Economy, are just some examples of that. The green agenda, sustainability, digitalisation, and now all that under the smart cities umbrella, continue to be engaging and relevant topics for wide audiences in Serbia.
Aside from partnerships, what would you identify as key factors for the successful implementation of this project?
— The project was launched in Kragujevac on 10th April and I’m proud to confirm that we had 200+ people in attendance, including four Nordic ambassadors, a minister, a mayor, guest speakers from both Nordic countries and Serbia, and attendees from across the country. The first success factor is always participants’ engagement – the dialogue was open, honest and constructive, topics were relevant and timely, and ideas were free-flowing. The second indicator was the positive spillover effect after the event: the extensive media coverage, broad interest in getting involved among a diverse set of constituents, and excitement to continue cooperation among partners. And, finally, validation from the Nordic Council of Ministers, who approved funding for the four Nordic embassies in Serbia to further develop initiatives and activities under the smart cities umbrella, with the Nordic Business Alliance as a partner. Two weeks from now, we will have our fist strategy and planning session to kick-off project activities for 2025.
It is important to point out that new technologies certainly help and are essential for the transformation towards smart cities, but they are not key drivers of change. The motivation still lies with people who are willing to accept these new technologies, because they see and understand the direct benefits. And, of course, that requires adequate education, infrastructure, accessibility and inclusiveness for all citizens – which we hope to accomplish through this project.
What do smart cities mean from a business perspective, either as a space for the development and marketing of products or as support for more efficient work?
— The transition to smart cities has a number of positive effects on business, the economy and sustainability. First of all, smart cities – and therefore the people who live in them – are more efficient. Public transportation works better, digital services provide a faster service for citizens and energy efficiency can reduce electricity bills etc. On the other hand, such cities create the possibility for economic growth, because there will be more work for companies that create smart solutions and for the banks that finance them, while the general increase in productivity creates the possibility for all businesses to make more, invest more and employ more.
The Nordic Business Alliance fosters connectivity between Nordic and Serbian companies, leveraging their unique strengths to build a culture of empathy and innovation that includes everyone
The positive effect this transformation has for attracting foreign investors is also important – through harmonisation with EU standards that strive towards carbon neutrality and zero waste business. Finally, but perhaps most importantly, this transformation enables a faster green transition, which implies sustainability through reduced environmental pollution and thus contributes to citizens having a healthier and cleaner living environment.
How is the Nordic business community integrated in achieving the goals of the NBA?
— We have aimed since our inception to be a productive and relevant platform that drives positive change in the business environment and society at large. Our initiatives change from year to year, based on shifting priorities and the external context, but our goal remains the same: promoting unique Nordic values and business practices, focusing on innovation, sustainability, transparency, environment and responsible business.
The Nordic business community and our members are at the heart of everything we do. As a relatively small organisation, we are flat, flexible and nimble. Each member contributes to strategy creation and their company priorities are translated into the initiatives we undertake. We had a number of happenings this year at which members co-hosted events with the Nordic Business Alliance, focusing on topics ranging from AI, mental health & art and HR, to smart recycling and breast cancer prevention, to name just a few. We firmly believe that business is the catalyst for broader social change and will continue to drive this agenda in 2025 and beyond.
How connected are Nordic companies to innovative companies in Serbia?
— Innovation is the cornerstone of our organisation. Across industries and sectors, we attract innovative Serbian companies to join our network, while we partner with other business associations who share the same values. A considerable number of Serbian companies in our association have extended their business interests to Nordic markets and built strategic partnerships with Nordic companies, both in Serbia and in the Nordics.
The cross-pollination of ideas, expertise and approaches to business, coupled with diverse cultural heritage, is a proven strategy to achieve more breakthroughs. The Nordic Business Alliance nurtures connectivity between Nordic and Serbian companies, recognising the unique strengths that each side brings to the table. This is about building a culture of empathy and innovation, where everyone feels part of something bigger.