UNIVERSITY OF NOVI SAD - FACULTY OF TECHNICAL SCIENCES and UNITED BUSINESS INSTITUTES – UBI, BRUSSELS, BELGIUM IIM/EURO International Postgraduate School of Engineering and Management MBA Major: Corporate Intelligence and Project Management Course: Business Intelligence Concepts CASE STUDY Topic: BUSINESS CASE SERBIA Mentor: Professor Joseph Rodenberg Team of candidates: Branko Kurilic (team leader), Masa Cvjeticanin, Milos Boskovic, Kristina Lazarevic, Dragan Milinkovic, Ivan Milic and Boban Joksic Novi Sad, June 2009
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UNIVERSITY OF NOVI SAD - FACULTY OF TECHNICAL SCIENCES and UNITED BUSINESS INSTITUTES – UBI, BRUSSELS, BELGIUM
IIM/EURO International Postgraduate School of Engineering and Management
MBA Major: Corporate Intelligence and Project Management
Course: Business Intelligence Concepts
CASE STUDY
Topic: BUSINESS CASE SERBIA
Mentor: Professor Joseph Rodenberg
Team of candidates: Branko Kurilic (team leader), Masa Cvjeticanin, Milos Boskovic, Kristina Lazarevic, Dragan Milinkovic, Ivan Milic and Boban Joksic
Novi Sad, June 2009
IIM/EURO International Postgraduate School objectives:
Developing the approach for UNDERSTANDING the process of
Serbia – number 1 business reformer in the world (World Bank 2006 report); http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/ECAEXT/0,,contentMDK:20657324~menuPK:258614~pagePK:2865106~piPK:2865128~theSitePK:258599,00.html
GDP per capita, from $2,200 in 2002 to $6,782 in 2009; http://www.globalpropertyguide.com/Europe/Serbia/gdp-per-capita
6.57 % GDP per capita growth rate in last 5 years (2004-2009); http://www.globalpropertyguide.com/Europe/Serbia/gdp-per-capita-growth-5-years
Poverty decrease: 10.6% in 2002, 10.5% in 2003, 8.8% in 2006, 6.6% in 2007; (no data available for 2008); http://www.prsp.sr.gov.yu/engleski/index.jsp
Reduced inflation – From 111.9% in 2000; ―Inflation was down to 6.8% in 2007, the first singe-digit figure for two decades. But inflation was back at 15.9% in June 2008, with full-year inflation expected to reach 11.5%.‖; http://www.globalpropertyguide.com/Europe/Serbia/Price-History
€500 mil. National Investment Plan funds from state budget surplus in 2008; http://www.mnip.gov.rs/
$9 bn foreign currency reserves, May 2009; http://www.nbs.rs
Exports € 5.98 bn in 2007; € 7.79 bn in 2008 (30.2 % growth) most to Italy, CEFTA, Germany, and Russia; http://webrzs.statserb.sr.gov.yu/axd/spoljna/indexsp21.php?ind1=0
State grants from €2,000 to €10,000 per new job created for greenfield/brownfield projects
10 % corporate profit tax rate – among the lowest in Europe
8 to 18 % VAT rate – among the lowest in CEE
10-year corporate profit tax holiday for large investments
Tax credits up to 80 % of the amount invested in fixed assets
5-year corporate profit tax holiday for concessions
Duty-free import of raw materials, semi-products, components, and equipment
$13.5 bn total inward FDI inflow since 2001, 90 % average annual Foreign Direct Investment (FDI) growth rate
Serbia – The place of largest greenfield investments in SEE 2004-2006 (OECD)
Belgrade – The City of the Future and top FDI location in South Europe 2006/07 (Financial Times)
Major investors: Telenor, Philip Morris, Mobilkom, Banca Intesa, Coca-Cola, Microsoft, Stada, InBev, Lukoil, U.S. Steel and many others
Labor force (age 15-64) exceeds 5 mn, 52 % with secondary or higher education (2008)
Vast labor pool – unemployment rate from 21.6 % in 2007 decreased to 13.5 % in 2008
Competitive labor costs – €484 average gross per month (2008)
11. 7 % average annual growth of industrial productivity in 5 years (2003-2008)
700,000 university or college graduates, 1/3 from technical faculties (2008)
42 % of the population speaks English (Gallup International, 2008)
Maintaining macroeconomic stability
Promoting dynamic economic growth, through accelerated implementation of economic reforms
Increased employment and living standards
More balanced regional development
And above all:STRONG AND CONTINUOUS NATIONAL AND INTERNATIONAL ―BUSINESS CASE SERBIA‖ MEDIA CAMPAIGN
“Serbia is well positioned to continue its strong economic performance and make progress toward the goal of full European integration.”
“The Government has demonstrated a degree of commitment to undertake difficult but necessary “second generation” reforms that should help to ensure a sustainable growth path for the economy led by a dynamic private sector.”
CONCLUSION SOURCE: World Bank Report No. 41310 – YF; International Bank for Reconstruction and development, International Finance Corporation, and Multilateral Investment Guarantee Agency; Country Partnership Strategy for the Republic of Serbia for the Period FYO8-FYll; November 13,2007
―The European Union will not go away and will not close its doors, but it would be a shame if Serbia was to lose several more years and it would also be a loss for the European Union.‖
―Serbia is crucial for the establishment of peace and prosperity in this part of the continent.‖
CONCLUSION SOURCE: Professor Danuta Hübner, EU Commissioner for Regional Policy; "Serbia's contribution to a prosperous Europe―; University of Kragujevac, 23 April 2008
―The Council of the European Union encourages the European Commission to present as soon as possible a legislative proposal amending Regulation 539/2001, as it applies to the Member States, in order to achieve a visa free regime ideally by the end of 2009 with those countries that will have met all the benchmarks.‖; 2951st EXTERAL RELATIOS Council meeting Luxembourg, June 15, 2009; http://www.consilium.europa.eu/uedocs/cms_data/docs/pressdata/en/gena/108515.pdf
―Contrary to 25 EU member states, the Netherlands, together with Belgium showing neighboring solidarity, for more than a year has been conditioning defrosting SAA (Stabilization and Association Agreement) with Serbia with the full cooperation with the Hague and arrest of Ratko Mladic.‖; Serbian daily newspaper Politika, June 16, 2009, http://www.politika.rs/rubrike/Svet/Podrshka-EU-ukidanju-viza.sr.html
BUSINESS CASE SERBIAThe Netherlands is blocking both
EU and Serbia
The Netherlands is blocking EU visa free regime for Serbia and defrosting the implementation of EU SAA (Stabilization and Association Agreement) with Serbia because of its own trauma and trauma of Dutch UN battalion based in Srebrenica 14 years ago
DutchNews.nl - June 16, 2009: Dutch European affairs minister Frans Timmermans told the paper he saw absolutely no reason to change the Netherlands' position. ―Serbia holds the key to solving this,‖ he told the paper. ―It is not a question of taking hostages, but a country which is not keeping to agreements,‖ he said.; http://www.dutchnews.nl/news/archives/2009/01/holland_under_pressure_over_se.php
Trauma of Dutch UN battalion based in Srebrenica 14 years agoFormer Dutch peacekeeper Rob Zomer on June 17, 2009: "In the Netherlands, the media was constantly reproaching us for letting Serbs massacre Muslims.―; http://www.expatica.com/nl/life-in-netherlands/news_focus/_Haunted_-ex_peacekeeper-moves-to-Srebrenica_14195.html
Trauma of the NetherlandsIn 2002, the Dutch government resigned over an official report that stated its peacekeepers had been sent on an "impossible" mission.In 2008, a Dutch court dismissed a bid by survivors to hold the Netherlands responsible for its troops' failure to protect their families, saying the "actions must be attributed exclusively to the UN".
Trauma of International communityThe United Nations admitted it failed to protect Srebrenica Muslims from mass murder, but none of its officials were held responsible.
John R. Schindler, author of the book ―Unholy terror ‖
John R. Schlinder is professor of strategy at the Naval War College and a former National Security Agency analyst who served for nearly a decade with NSA — work which took him to many countries in support of U.S. and allied forces operating in the Balkans— and was NSA’ s top Balkans expert. He is uniquely qualified to demonstrate:
How the Bosnian conflict has been misrepresented by the mainstream media, covering up the large role played by radical Islam and al-Qa’ ida.
Detailed examination of Srebrenica rapidly uncovers facts that are incompatible with the standard version of events, resulting in a portrayal that is disturbing and deeply critical of all parties involved. The real story of Srebrenica is a tale of cynicism.
Schindler points out that the Izetbegovic government had been impudently using this safe zone to stage attacks on Serbs in the neighboring villages for three years, despite Serbian protests; in all, over 3,000 Serbs, including 1,300 civilians were massacred by Muslims in Srebrenica municipality, in many cases butchered, tortured, mutilated, burned alive, or decapitated.
Phony and deceitfully comparisons of the plight of Jews in the Second World War with that of Bosnian Muslims today have been institutionalized to the extent that anyone who does not agree, or who calls for a more objective and fact-oriented investigation, is denounced immediately as a ―Holocaust denier‖. As Schindler mentions, the simple utterance of the word ―Srebrenica‖ is a ―conversation stopper amongst polite society today.
Serbia shall help both the Netherlands Government and Dutch people by continuously visiting the Netherlands and helping Dutch public opinion to understand the difference between Serbia 14 years ago and today
Serbia shall continue demonstrating its efforts in prosecuting war crimes, and present it to the Netherlands
Serbia shall continuously host Dutch media aiming to achieve positive impression of Serbia amongst Dutch Government and the people
Serbia shall support conflict mitigation experts’ panels in the Netherlands, with Dutch media, where internationally recognized experts will discuss their relevant findings e.g.
John R. Schindler, author of the book ―Unholy terror ‖; http://www.amazon.com/Unholy-Terror-Bosnia-Al-Qaida-Global/dp/0760330034/ref=sr_1_1?ie=UTF8&s=books&qid=1243790253&sr=1-1Edward S. Herman, writer of Global Research; http://www.globalresearch.ca/index.php?context=va&aid=13130
Conclusion:Business Case Serbia is heavily affected by a deadlock position taken by both the Netherlands and Serbia
Recommendation:There is a need for strong Business Case Serbia International conflict mitigation process and awareness campaign
Action:Business Case Serbia Press Release will be distributed to Dutch media; conflict mitigation experts’ panels organized in the Netherlands, hopefully mitigated by professor Jan Oberg; http://www.transnational.org/About/j_oberg.html
Conclusion:Business Case Serbia is heavily affected by a very bad image of Serbia, primarily due to extremely passive performance by Serbia itself
Recommendation:Creating positive image of Serbia = National priority
Action: emphasizing that Serbia is:Safe and peaceful crossroad between East and WestCooperative and reliable partnerMulticultural-multiethnic-multiconfession society
―It’s not the strongest of the species that survive, nor the most
intelligent, but the one most responsive to change‖.
(Charles Darwin)
Peripheral Vision Scoring Tool considers 8 factors of influence
Need for Peripheral Vision:
I Nature of strategy
II Complexity of the business environment
III Volatility of the business environment
Capability for Peripheral Vision:
IV Leadership orientation
V Knowledge management
VI Strategy making
VII Organizational configuration
VIII Culture
Appendices:
BUSINESS CASE SERBIA - Peripheral Vision Scoring
Legend:
EU states
Out of EU region
Candidate states
The rest of Europe
Appendices:
BUSINESS CASE SERBIA - Peripheral Vision Scoring
I Nature of Government StrategyA) Focus on strategy 5
Low sensitivity to price changes, currencies, business cycles, tariffs, etc. 1 2 3 4 5 6 7 High sensitivity
I ) Dependence on financial markets 5
Low 1 2 3 4 5 6 7 High
J ) Costumer and channel power 3
Low 1 2 3 4 5 6 7 High
K) Sensitivity to social changes 3Low: mostly gradual changes from the past 1 2 3 4 5 6 7 High: good chance of major disruptions and
changes in business models
L ) Potential for major disruptions in the next five years 6
Low; few surprises expected mostly things we can handle 1 2 3 4 5 6 7 High: several significant business
shocks are expected, without knowing which in particular
Total = 51
Appendices:
BUSINESS CASE SERBIA - Peripheral Vision Scoring
IV Leadership OrientationA) Importance of the periphery in the leader’s agenda 3
Low priority 1 2 3 4 5 6 7 High priorityB) Time horizon overall 2
Emphasis on short term (two years or less) 1 2 3 4 5 6 7 Emphasis on long term (more than five years)C) Organization’s attitude toward periphery 3
Limited and myopic: few people care 1 2 3 4 5 6 7 Active and curious: systematic monitoring of peripheryD) Willingness to test and challenge basic assumption’s 2
Mostly defensive 1 2 3 4 5 6 7 Very willing to test critical premises or widely held views
Total = 10
V Knowledge Management SystemsA) Quality of data about events and trends at the periphery 2
Poor: limited coverage and often out-of-date 1 2 3 4 5 6 7 Excellent: broad coverage and timelyB ) Access to data across organizational boundaries 2
Difficult: limited awareness of what is available 1 2 3 4 5 6 7 Relatively easy: wide awareness of what is
availableC) Use of data base for existing business 3
Limited 1 2 3 4 5 6 7 ExtensiveD) Technologies for posting queries to databases 3
Old and difficult to use 1 2 3 4 5 6 7 State-of-the-art inquiry systems
Total = 10
Capability for peripheral vision
Appendices:
BUSINESS CASE SERBIA - Peripheral Vision Scoring
VII Organizational Configuration (Structure and Incentives)A) Accountability for sensing and acting on week signals 3
No one is responsible 1 2 3 4 5 6 7 Responsibility is clearly assigned to project team or dedicated group
B) Early warning systems and procedures 2
None 1 2 3 4 5 6 7 Extensive and effective
C) Incentives to encourage and reward wider vision 2
None 1 2 3 4 5 6 7 Recognition from senior management and direct rewards
Total = 7
VIII Culture (Values, Beliefs, and Behaviors)A) Readiness to listen to reports from scouts on the periphery 3
F) Integration of customer and competitor into future technology platforms and new product development plans 2
Poorly and sporadically Integrated 1 2 3 4 5 6 7 Systematically and fully integrated
Total = 15
Appendices:
BUSINESS CASE SERBIA - Peripheral Vision Scoring
I 14
II 37
III 51
Needs for peripheral vision
Total = 102
IV 10
V 10
VI 15
VII 7
VIII 9
Capability for peripheral vision
Total = 51
Appendices:
BUSINESS CASE SERBIA - Peripheral Vision Scoring
140
120
100
80
60
40
20
0
0 40 60 80 100 120
140
IT SHOULD BE MUCH BETTERNEEDS
VISION
vulnerable
vigilant
focused neurotic
Note: Final scoring represents the average scoring value done by Case Study Team.
Appendices:
BUSINESS CASE SERBIA - Peripheral Vision Scoring
Appendices: Key dates in Serbia's path towards the EU► 15 June 2009 - “The Council of the EU encourages the European Commission
to present as soon as possible a legislative proposal amending Regulation
539/2001, as it applies to the Member States, in order to achieve a visa free
regime ideally by the end of 2009 with those countries that will have met all the
benchmarks.”; 2951st EXTERAL RELATIOS Council meeting Luxembourg
► 4 June 2009 - International Criminal Tribunal for the former Yugoslavia (ICTY) Chief Prosecutor Serge Brammertz Address Before The UN Security Council :
“Serbia had made additional progress in its cooperation with the Office of the
Prosecutor, as the large majority of requests for assistance, including requests
for access to documents and archives, had been complied with.”
► 7 July 2008 - European integration set as a key priority by Serbian Government
► 7 May 2008 - Commission delivered the Road map on Visa liberalization
► 29 April 2008 - Serbia and the EU signed The Stabilization and Association Agreement (SAA) and Interim Agreement on Trade and Trade-related issues
► 18 February 2008 - Council adopts the revised European partnership for Serbia
► 1 January 2008 – Effective Visa Facilitation and Readmission Agreement
► 7 November 2007 - Initiated SAA with Serbia► October 2005, Launched negotiation on Stabilization and Association
Agreement► October 2004 - Council started process for Stabilization and Association
Agreement► June 2003 – at Thessalonica European Council, the Stabilization and
Association Process (SAP) is confirmed as the EU policy for the Western Balkans► 1999 - The EU proposes the new Stabilization and Association Process (SAP) for
five countries of South-Eastern Europe, including Serbia
World Bank – Serbia Country Brief 2009,http://www.worldbank.org.yu/WBSITE/EXTERNAL/COUNTRIES/ECAEXT/SERBIAEXTN/0,,contentMDK:20630647~menuPK:300911~pagePK:141137~piPK:141127~theSitePK:300904,00.htmlSEE Business - Doing Business in South East Europe Markets,http://www.see-business.biz/Serbia Business – Country Business Gateway, http://www.serbia-business.com/World Bank Report No. 41310 – YF; International Bank for Reconstruction and development, International Finance Corporation, and Multilateral Investment Guarantee Agency; Country Partnership Strategy for the Republic of Serbia for the Period FYO8-FYll; November 13,2007, http://siteresources.worldbank.org/INTSERBIA/Resources/CPSnov2007.pdfProfessor Danuta Hübner, EU Commissioner for Regional Policy; "Serbia's contribution to a prosperous Europe―; University of Kragujevac, 23 April 2008, http://ec.europa.eu/commission_barroso/hubner/speeches/pdf/2008/042008_serbia.pdf