Jelena Pavlović, President Of The Amcham Board Of Governors, CEO Of Philip Morris Services:

Serbia Must Go Digital

One word – digitisation - resonated during this year’s Kopaonik Business Forum, both in panels and in informal discussions. We could hear that businesses, the media, governments etc. all should go, or are already going, digital

Although the meaning and content of digitisation vary among different stakeholders, it is certain that the majority of Kopaonik Business Forum participants will rethink their current practices, with a digital solution to the fore. Furthermore, they will all seek answers to fundamental questions, such as: what will be the impact of digitisation and new technologies on our everyday lives, our jobs and incomes; what are the professions that we should educate our children for; what is the future for Serbia in the new, technology- and science-driven world?

The panel discussion that inspired me the most was “Creative industry in Serbia: An idea as the strongest currency”, with Branko Milutinović, Lazar Džamić, Dragan Bjelogrlić and Lazar Sakan, which reinforced creativity as the most valuable asset in the contemporary world. Technology democratises opportunities, and if we leverage our creativity resources, as Nordeus did, we will be able to compete and win in the global business arena.

Education and professional development is one of our priorities and we will continue to pave the way for modernisation and improvement to happen in this area

Moreover, I find the notion of “reversibility of education” very new and inspirational. Metaphorically, we have so far been travelling along a one-way road, with educational institutions “driving the vehicle of knowledge and science” and “delivering goods” to the society.

The time has come to turn this road into a two-way street and accommodate for the most progressive entrepreneurs, businesses and individuals to share their knowledge, contribute and advance institutional capabilities to educate new generations.

The new software, IT solutions, blockchain, AI, driver-less cars…many groundbreaking innovations come from the business sector, as testimony to the enormous knowledge and reservoir of creativity that could be transferred and made available to scholars, universities and our youngsters. AmCham, as an independent voice of the most successful businesses in Serbia, is already recognised as a catalyst for change. Education and professional development is one of our priorities and we will continue to pave the way for modernisation and improvement to happen in this area.