Numerous Opportunities for Joint Presence in Third Markets
The Slovenian-Serbian Business Forum, held on July 16th in Ljubljana, confirmed the mutual strategic interest in strengthening economic cooperation and the joint presence of companies from both countries on third markets.
The event brought together more than 100 representatives from businesses, institutions, and support organizations.
A memorandum of cooperation was also signed between SPIRIT Slovenia and the Serbian Chamber of Commerce and Industry within its framework. The purpose of the memorandum is to strengthen institutional support and encourage closer ties between companies from both countries.
The participants assessed the forum as an important platform for establishing business contacts, developing partnerships and jointly engaging in international projects.
The event was attended by representatives of state institutions, internationalization experts, and Slovenian and Serbian businesspeople.
The discussions focused on the current internationalization strategies of both countries, the specific needs of the economies, the challenges of companies entering new markets, examples of successful cooperation and partnerships, and key sectors with the greatest potential for joint projects in foreign markets.
The participants were addressed by the Director of SPIRIT Slovenia, Tamara Zajec Balažič, who emphasized:
” Slovenia and Serbia are close in many ways – not only because of historical, linguistic and cultural connections, but also because of a similar economic structure, export orientation and entrepreneurial attitude. These common starting points provide a strong foundation for forming successful partnerships and joint projects that enter third markets, which can significantly enhance our international competitiveness and recognition. I am pleased that we have also upgraded this alliance today by signing a memorandum with the Serbian Chamber of Commerce and Industry. ” She added that the networking of companies from both countries will continue in August at the Agra fair in Gornja Radgona, where SPIRIT Slovenia, together with the Serbian Chamber of Commerce and Industry, is preparing a business event.
Mihailo Vesović, Deputy President of the Serbian Chamber of Commerce and Industry, emphasized in his address that strategic cooperation between Serbia and Slovenia is of key importance for a joint presence in third markets, as it enables greater international competitiveness and resilience of economies. He emphasized the importance of connecting companies into clusters or consortia and jointly developing products with regional potential, taking into account good practices from Benelux and Scandinavia. He added: “Our task today is not to make final decisions, but to establish a dialogue – to identify sectors in which we complement each other and to explore models of cooperation.”
Andrej Berginc from the Sector for Bilateral Economic Cooperation at the Ministry of Foreign and European Affairs then presented Slovenia’s efforts to strengthen economic cooperation with the Western Balkan countries and presented the support that this Ministry offers to Slovenian companies in entering third markets. He highlighted four key reasons for Slovenian and Serbian companies to act together on foreign markets: complementary advantages, a wider range of competencies, easier access to financing, and greater institutional support. Together, companies can more quickly form effective consortia that cover the entire cycle – from development to implementation – and more easily obtain EU funds. “Together, our countries have the potential to create something more – a synergy that goes beyond the sum of the individual parts,” Berginc concluded.
“Support for Joint Entrance – Internationalization Strategy ”
The first panel entitled “Support for Joint Penetration – Internationalization Strategy ” was attended by Ana Stojanović from the Centre for Africa and the Middle East at the Chamber of Commerce and Industry of Serbia, Jernej Salecl, General Director of the Directorate for Industry, Economy and Internationalization at the Ministry of Economy, Tourism and Sports, Dejan Prešiček, Director of the Centre for International Cooperation and Development (CMSR), and Gašper Jež, a specialist in the field of direct financing from SID Bank. The discussion highlighted key aspects of institutional support for companies in entering third-country markets, with an emphasis on concrete mechanisms, financial instruments, and the role of diplomatic missions. Special emphasis was placed on the potential for joint presence in African markets and in fast-growing regions such as Latin America and Southeast Asia. The interlocutors agreed that targeted consulting and better accessibility of existing support tools are key to the success of small and medium-sized enterprises.
“Experiences from the field – companies conquering third markets”
During the second panel entitled “Experiences from the field – companies conquering third markets”, company representatives shared concrete experiences with entering third-country markets and highlighted key success factors in internationalisation. Jože Torkar (Kolektor Sisteh) pointed out that a good understanding of the local environment is key to long-term success in foreign markets, including both historical connections and socio-cultural differences. In complex infrastructure projects, cooperation with local partners with similar competencies has proven to be particularly valuable. Success also requires a great deal of perseverance: “We must not give up at the first fall.” Štefan Pavlinjek (Roto Group) stressed the importance of domestic support before entering a new market. Slovenian companies should exploit the potential of economic diplomacy and contact companies that are already present in the chosen market in advance. He assessed that Slovenian companies, despite the small size of the country, are very successful abroad, precisely because of their well-considered approaches and quality products. Diana Gligorijević (TeleGroup) cited credibility, knowledge, professionalism, and genuine motivation as key factors for success: “We build long-term stories – with competence and heart.” She emphasized that both Slovenian and Serbian companies are rich in knowledge and human capital, which represents a key competitive advantage when expanding into foreign markets.
Robert Jenovai (Nelt) also shared his views on what entrepreneurs expect from a supportive environment in the final part of the panel.
A memorandum of cooperation between SPIRIT Slovenia and the Serbian Chamber of Commerce and Industry was also signed at the business forum, which is intended to strengthen institutional support and encourage closer ties between companies from both countries. ” The purpose of the memorandum is to establish a permanent framework for the exchange of information, coordination of joint activities and joint implementation of projects for successful entry into third markets. This agreement represents an important step towards deepening economic cooperation and creating synergies between the Slovenian and Serbian economies, ” added Tamara Zajec Balažič upon signing.
The official part was followed by networking and informal meetings between representatives of companies from both countries. The participating companies recognized the event as an important platform for strengthening business contacts, developing partnerships, and as an incentive for further networking within the framework of joint projects in international markets.
The business forum was jointly organized by the SPIRIT Slovenia Public Agency and the Serbian Chamber of Commerce.
Photos: O28 and SPIRIT Slovenia
