Business Park Airport CityBelgrade opened its first

exhibition of photographswith which this city

within the city actuallyopened up itself to the

public and the audience.

U poslovnom centruAirport City, 9. juna

otvorena je prva izlo`bafotografija ~ime je

zapravo ovaj grad ugradu otvoren za javnost

i publiku.

The exhibition of photographs from the

Thessaloníki Front in the First World War, shot by

French soldier Pierre Jaminet and presented to the

public for the first time back in 2008 within the

Week of Serbian Culture in France, before being

exhibited in front of the New Belgrade Municipal

building on the occasion of the Days of this munic-

ipality, opened by Mayor of New Belgrade, Nenad

Milenkovic, and CEO of Airport City, Adir El Al.

Izlo`bu fotografija sa Solunskog fronta iz Prvog

svetskog rata, koje je snimio francuski vojnik Pjer

@amine i koja je prvi put javno prezentovna 2008.

godine u okviru nedelje srpske kulture u

Francuskoj, a potom bila izlo`ena ispred zgrade

op{tine Novi Beograd povodom obele`avanja Dana

ove op{tine, otvorili su predsednik op{tine Novi

Beograd, Nenad Milenkovi} i direktor Airoport

City-a, Adir El Al.

ONLY THESKY IS

THE LIMITPhoto session from the air, May 2009

by Miodrag Trajkovic

Snimci ACB-a iz helikoptera, maj 2009.Foto: Miodrag Trajkovi}

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Editor’s wordDear reader,

As our contribution to the summer holidays, we wantedto share a few nice images with you.

I hope you will enjoy these photos of Airport City fromthe air, as well as the carnival atmosphere on "red nosesAvenue"- something so different from the business envi-ronment you see every day.

Instead of sharing views and thoughts on the crisis andhow to deal with tough times, it struck me from conver-sations with our tenants that two key themes emerged:the optimism that that we need on daily basis; andresponsibility. This second word, in the broadest sense,covers our business environment and our wider sur-roundings. I believe that we are all thinking, despite thechallenging and tough times, of how to act with themost corporate and personal responsibility and caretowards the environment, those in need or those whodeserve the most encouragement…

Marina Deleon Communication Advisor

mail: marinaªairportcitybelgrade.com

Re~ urednikaDragi ~itao~e,

Pred letnju pauzu `eleli smo da podelimo nekoliko fotoreporta`a umesto vesti.

Verujem da }e vas obradovati fotografije iz vazduha kojesmo izlo`ili u na{oj Aveniji, kao i vesela Ulica crvenihnoseva - malo druga~ija slika na{eg svakodnevnogposlovnog okru`enja.

Umesto ozbiljnih promi{ljanja na temu krize i kako jeprevazi}i u razgovoru s mnogima od vas pojavljuju sedve klju~ne teme/re~i: optimizam koji nam treba iodgovornost. Ova druga, {iroko posmatrano, pokriva iposlovni aspekt okrenut na{em {irem okru`enju.Verujem da svi promi{ljamo kako uprkos I unato~ svimpreprekama i nepovoljnom momentu da u~inimo svojepostupke na korporativnom i li~nom planu odgovornijimprema okru`enju, onima kojima treba ili onima kojevredi ponajvi{e obradovati….

Marina Deleon

01. juli

Proud to join the breast cancer causeAirport City is proud to have participated in the humanitarian action to purchase mam-mography machines for breast cancer screening.According to B92 News, during the action to raise funds for the first mobile digital mam-mography machine in Serbia, participants included 114 donors - both public and privatecompanies, as well as local authorities and the Republican administration. Between May and November 2008, around 50 million dinars was collected, making thisthe largest humanitarian action and philanthropic project in Serbia in the last 12 months.As B92 notes, this provides strong testimony about the importance of partnershipsbetween the private and public sector in order to solve the most important social issues,such as - among others - the fight against breast cancer.This mobile digital mammography machine, the first of its kind in Serbia, is a premiummobile diagnostic station intended for post reviews and breast cancer screening. Theequipped Hologic Selenia Full Field Digital Mammography System technology with directrecording, the only one of its kind in the world, is installed in a mobile container 13.5metres long that also includes a receiving room, dressing rooms for patients, operatingrooms and facilities for staff. The device was manufactured between February and May2009 in Germany by company Freitag under a special commission of the B92 Fund andthe Serbian Institute of Oncology and Radiology.Among the donor companies was Airport City Belgrade, while ACB resident Telenor pro-vided the biggest individual donation.

01. juli

Veoma smo ponosni sto smo u~estvovali u akcijikupovine mamografa vest preneta sa sajta B92:"....Tokom akcije prikupljanja sredstava za prvi pokretni digitalni mamograf u Srbiji, u~e{}eje uzelo 114 donatora, kompanija, javnih i privatnih preduze}a kao i organa lokalne irepubli~ke uprave. Izme|u maja i novembra 2008. godine, prikupljeno je oko 50 milionadinara. Ova akcija je najve}i humanitarni i filantropski projekat u Srbiji u prethodnih 12meseci koji sna`no govori o va`nosti partnerstva privatnog i javnog sektora na re{avanjunajva`nijih dru{tvenih pitanja kao {to je izme|u ostalog i borba protiv raka dojke.

Pokretni digitalni mamograf, prvi ove vrste u Srbiji, predstavlja vrhunsku pokretnu dijag-nosti~ku stanicu namenjenu specijalisti~kim pregledima i snimanjima dojke. Opremljen jedigitalnim mamografom Hologic Selenia sa tehnologijom direktnog snimanja, jedinimtakve vrste na svetu, koji je instaliran u mobilni kontejner duzine 13,5 metara u kome senalaze prijemne prostorije, svla~ionice za pacijente, radna soba i prostorija za osoblje.Ure|aj je proizveden izme|u februara i maja 2009. godine u Nema~koj po specijalnojnarud`bini Fonda B92 i Instituta za onkologiju i radiologiju Srbije od strane kompanijeFreytag..."

Mobile digital breast cancer screening unit made available to end-users

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"We prepared the exhibition in co-operation with theFrench Belfer Centre that New Belgrade is twinned with.The photos in question were found by the family of theFrench Thessaloníki fighter after his death and madeavailable to the public," said Milenkovic.

He pointed out that in this way, both formally and sym-bolically, Airport City becomes an integral part of theNew Belgrade street walking scene and starts to dealwith culturally educational activities and programmes. Headded that the most developed part of New Belgradewas, thus, opening up to the public and that this exhibi-tion marks only the first step on the road.

Airport City's CEO said that this mini business city, whichis a daily workplace for several thousand people, wantsto be closer not only to its clients, but also to neighbours,the community and the local environment, as well con-tributing to the culture of the host country.

Adir also announced similar events and happenings atAirport City, which - as he explained - will continue tospread through the two new phases of constructing thisbusiness city.

Izlo`bu smo pripremili u saradnji sa francuskom depart-manom Belfer sa kojim se Novi Beograd pobratimio, a upitanju su fotografije koje je porodica ovog francuskogSolunca prona{la posle njegove smrti i ustupila javnostina uvid, kazao je Milenkovi}.

On je istakao da na ovaj na~in i formalno i simboli~noACB postaje integralni deo novobeogradskih ulica i

{etali{ta i po~inje da se bavi kulturno edukativnimaktivnostima i sadr`ajima. I dodao da je najure|eniji deoNovog Beograda na ovaj na~in otvoren za javnost i da jeovo samo prvi korak na tom putu.

Direktor Airport City-a kazao je da ovaj mali poslovnigrad u kome svakodnevno radi nekoliko hiljada ljudi `elida se pribli`i ne samo klijentima nego i susedima i

dru{tvenoj zajednici i okru`enju, kao i da pru`i doprinoskulturi zemlje u kojoj se nalazi.

Adir El Al je najavio i druge sli~ne doga|aje i de{avanja uACB-u koji }e, kako je istakao, nastaviti da se {iri krozdve slede}e faze u izgradnji ovog poslovnog grada.

Thessaloniki Front

The First World War's Thessaloníki Front wasopened in an attempt by the Western Allies tohelp Serbia in the autumn of 1915 against thejoint assualt of forces from Germany, Austro-Hungary and Bulgaria. The expedition of Alliedtroops came too late and in insufficient num-bers to prevent the fall of Serbia, while the sit-uation was made yet more difficult by an inter-nal political crisis in Greece (national schism).

Despite the situation, a stable front was creat-ed stretching from the Albanian coast of theAdriatic Sea to the River Strum, where partici-pating international allied forces and Serbiansoldiers fought off the central powers led byGermany. The Thessaloníki Front remainedfairly stable, despite local actions, right up untilthe great Allied offensive of September 1918.The resulting breakthrough of the ThessaloníkiFront led to the fall of Bulgaria and the libera-tion of Serbia. The fallen soldiers of the frontare buried in the Zejtinlik Serbian MilitaryCemetery in Thessaloníki.

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Solunski front

Solunski front u Prvom svetskom ratu otvorenje u poku{aju Saveznika da pomognu Srbiji ujesen 1915. godine protiv zdru`enog napadaNema~ke, Austro-Ugarske i Bugarske.Ekspedicija savezni~kih vojnika do{la jeprekasno i u nedovoljnom broju da spre~i padSrbije, a dodatno je bila ote`ana i unutra{njompoliti~kom krizom u Gr~koj( Nacionalna{izma).

Uprkos tome stvoren je stabilan front koji seprostirao od albanske obale Jadranskog morado reke Strume na kome su se me|unarodnesavezni~ke snage u kojima su u~estvovali i srp-ski vojnici borile sa Centralnim silama na ~elusa Nema~kom. Solunski front je ostao prili~nostabilan uprkos lokalnim akcijama, sve dovelike savezni~ke ofanzive u septembru 1918.godine.Rezultat proboja Solunskog fronta bioje pad Bugarske i oslobo|enje Srbije. Poginulivojnici na frontu sahranjeni su u sklopuSrpskog vojni~kog groblja Zejtinlik u Solunu.

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04

ACB is moving beyond its everyday role as thecountry's top location for doing business by launch-ing a programme of festive carnival evenings toentertain friends and clients of Airport Citythroughout the urban summer.By Mark R. Pullen

With a fork full of delicious Carpaccio and a glass offine wine, I eased back into my chair to admire thetranquil dominance of the Airport City towers. Iwatched, both relaxed and inspired, as fascinatedyoungsters admired the juggler's skilful hands, thesun set beyond our blue-glass haven and a gang of

runaway balloons broke free of their vendor, head-ing for the heavens.

Central pedestrian walking avenues are renownedfor their street entertainers the world over. Fromthe cobblestones of York to the blocks of L.A., loud-ly dressed and similarly voiced street performersoffer respite from the routine of daily life andsomething magical to entertain youngsters. Now Airport City Avenue has joined the list of suchstreets of magic, thanks to the decision to organiseopen-air evening events of a festive nature andbring traditional street entertainment to New

Belgrade for the first time.

The inaugural ACB carnival social event, which tookplace on the balmy Thursday evening of 7th June,saw Airport City's wide pedestrian avenue becomea block of fun for the family, utterly transformingboth the look and feel of the business park to suitthe evening's entertainment.

Along with classical street performers, includingstilt walkers, jugglers and clowns, ACB went onestep beyond the usual by offering us the excellentperformance of a professional belly dancer, who

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Beyond BusinessAirport City Belgrade, Serbia's only bespoke, modern business park, is offering itself as more than just a top-class business venue

05

mesmerised guests with her traditional interpreta-tion of the classical dance.

The evening's visitors to ACB - families and friendsof the Park - were fully entertained by the perform-ers, who also added to the family feel of theevening by interacting with the kids and makingguests feel as though they were 'part of the act'.

While jugglers juggled and dancers danced, wewere able to sit back and soak up the festive,relaxed atmosphere of summer at one of NewBelgrade's most important emerging landmarks.

Moreover, unlike most street entertainment, whichrequires that the public stand and encircle the per-former, here stress-free parents are able to sit atone of ACB's café-restaurants, enjoy the fine fareon offer and watch their kids entertain and beentertained on a raised stage set in the centre ofthe wide avenue.

This event has served to prove that ACB, which isnormally reserved for professional day-time activi-ties, lends itself perfectly to the role of an alterna-tive open-air evening venue.

Both spacious and reassuringly confined, ACB iswell placed to act as an alternative outdoor locationfor fun and entertainment during the bakingBelgrade summer.

Entertaining evenings at ACB are set to continueand even grow, particularly as Airport City contin-ues to develop beyond its principal role as a nine-to-five business centre, with the addition of restau-rants, retail outlets, beauty & fitness centres andthe like.

Airport City Beograd, jedini po meri sagra|en moderan biznis park,sada nudi i ne{to vi{e odposlovnog prostora vrhunske klase.

ACB izlazi preko granica svoje svakodnevne uloge,vrhunske biznis lokacije u zemlji, lansiraju}i programsve~anih karnevalskih ve~eri kako bi zabavio prijateljei klijente Airport City-ja tokom leta u gradu.

Sa vilju{kom punom ukusnog karpa~a i ~a{omdobrog vina, skliznuo sam natrag u stolicu kako bihse divio mirnoj nadmo}i kula Airport City-ja.Posmatrao sam, istovremeno opu{ten i nadahnut,kako se odu{evljeni klinci dive ve{tim rukama`onglera, dok je sunce zalazilo za na{ raj od plavogstakla, a odbegla banda balona oslobo|enih odprodavca kretala ka nebesima.

U celom svetu, glavne pe{a~ke avenije su ~uvenepo svojim uli~nim zabavlja~ima. Od kaldrme Jorkado blokova Los An|elesa, `ivopisno obu~eni uli~nizabavlja~i nude predah od rutine dnevnog `ivota ine{to magi~no da zabave mla|ariju.

Sada se avenija Airport City-ja pridru`ila spiskuovakvih magi~nih ulica, zahvaljuju}i odluci da se

organizuju ve~ernja doga|anja na otvorenom uformi gradskih sve~anosti i da se tako prvi put naNovi Beograd dovede tradicionalna uli~na zabava.

Tokom uvodnog ACB karnevala koji se odigraojednog prijatnog ~etvrtka uve~e, 7. juna, {irokape{a~ka avenija Airport City-ja postala je ulicaporodi~ne zabave, potpuno prilagodiv{i izgled iatmosferu biznis parka ve~ernjoj zabavi.

Od klasi~nih uli~nih zabavlja~a, klovnova, `onglerai hoda~a na {tulama, ACB je oti{ao jo{ korak daljeod uobi~ajenog, nude}i sjajan nastup profesionalnetrbu{ne plesa~ice koja je svojom tradicionalnominterpretacijom klasi~nog plesa potpuno op~inilagoste.

Izvo|a~i su animirali ve~ernje posetioce ACB-a -porodice i prijatelje Parka - a dodatno, komunicira-ju}i sa decom i ~ine}i da se gosti ose}aju kao da su"deo ta~ke", doprineli porodi~noj atmosferi oveve~eri.

Dok su `ongleri `onglirali a plesa~i plesali, moglismo da predahnemo i upijamo sve~anu, opu{tenu

atmosferu leta na jednom od najzna~ajnijihnovobeogradskih prostora.

I jo{ ne{to - za razliku od ve}ine uli~nih zabavlja~aoko kojih publika stoji, ovde su roditelji mogliopu{teno da sede u nekom od kafe-restorana ACB-a, da u`ivaju u finoj hrani i posmatraju svoju decukoja se zabavljaju na izdignutoj sceni u centru pros-trane avenije.

Ovaj doga|aj dokazuje da se ACB, koji je normal-no rezervisan za poslovne dnevne aktivnosti,savr{eno uklapa u alternativnu ulogu otvorenogve~ernjeg prostora.

U isto vreme prostran i spokojno za{ti}en, ACB jena odli~nom mestu da slu`i kao alternativna lokaci-ja za zabavu i slobodno vreme tokom vrelogbeogradskog leta.

Zabavne ve~eri u ACB-u }e se nastaviti i {iriti jer seAirport City i dalje razvija izvan svoje osnovneuloge biznis centra od 9 do 5, otvaranjemrestorana, prodavnica, salona lepote, fitnes centra isli~nih sadr`aja.

06

This is a nice surprise; you speak Serbian?I have been living here for about eight years now andSlovakian, my mother tongue, is also a Slavic lan-guage…If one is interested, you can learn a language ineight years. Beiersdorf is certainly one of the major play-ers on our market and has a very long tradition in Serbia.However, our main interest was to see how Mr Koy{ seeshis business and everyday surroundings in Belgrade, con-sidering that this is almost his second home.

Do you find that the work environment here is com-parable to the places you have worked before? It's a difficult question. There are a lot of differences, yeta lot of aspects that can be compared and similaritiesfound. As I said before, we're both Slavic nations so froman ethnic point of view there are even more similaritiesthan differences - from the food that people like to eth-nic customs, expressions and shared emotional values asa big part of similar ethnic origins.In some other aspects it's different. The markets are notthe same, the sizes of the countries, etc.What I liked from the very beginning was the hospitality.Serbs are very hospitable and easily accept foreigners. Ithink that we share that, as both Serbs and Slovaks liketo show the best last thing to their visitor. It's the same;we have the same view of hospitality.

Did you manage to preserve your authentic values inSlovakia, in spite of the fact that you had to mergewith the EU family of nations?I don't think it's up to me to judge. This is a good ques-tion for foreigners working there.Life is tougher than it was before, in terms of competi-tion and the market-orientated approach adopted withEU standards. Still, I believe that the basic values haveremained the same.It's different in a small city than the capital but, forinstance, hospitality is the same. Bratislava and Belgradeare jungles and you have to fight for your place in the sun,ensuring that a certain slow paced attitude is not possible.

Have you been with the company for a long time?I am with the company for more than 10 years altogether.I was working for Beiersdorf in Slovakia and before Icame to Belgrade I worked in Austria on preparations forentry onto the Serbian market, so even there I wasalready working on a Belgrade company operation.

I am curious. Are we considered as a significant orregionally important market?I would dare to say 'extremely important'. You have toknow that we have been present here since 1931 - theyear of the company's first registration here. Nivea prod-ucts have been present here at all times and we main-tained continuity during the '90s. Therefore, we feelresponsible to maintain this level. We are investing in ourconsumers and we have an indisputable leading positionon the market in all aspects of market share. Lookingthrough product categories, we have made excellentachievements and it's important to maintain that. We areplaced first in all product categories except shampoos. Alltold, we have 26 per cent market share, while secondplaced holds just 11 per cent.

As a market leader, I would presume that you arelooking for working surroundings that are as ade-quate here as elsewhere. Did you find the workingenvironment the same as in other places you haveworked or does it differ?I can compare Slovakia, Poland, Austria, Hungary… Theoffice space we are using here is definitely of the highestquality. Every office project has a different objective and

shape and, in my opinion, this one is something unique. It'snot massive, but is somewhat more intimate as whole.Many buildings, but nicely spread so you feel more comfort-able. For me personally, it's a great advantage - more spacebetween you makes it feel like you're in a small city area…I like to take look through my window and see somethingelse other than many people entering a busy shoppingmall. You can concentrate on your work better.

How many people do you have working here at ACB?Around 20 in the office and altogether around 30, witha few out of the office. It's not a big team, as we havebeen co-operating with distributor Delta here since '97.It's a good, long-standing co-operation. They have manymore people engaged on our brands' distribution - Iwould say that there are more than 80 employees inDelta, which is the exclusive distributor for us in Serbiaand has a proven record of success.

What about the company's image as part of thebroader community here?I believe that the company is well integrated into thebroader community. We are planning numerous projectsbut - as we all know - it's a slightly difficult moment now.That said, being socially responsible is part of our compa-ny's basic values. In terms of CSR, we have mainly under-taken medical care projects. For instance, we are spon-sors of melanoma days, which is about building publicawareness of the threat of skin cancer.

What's in your CSR focus?We focus on three areas: education, health and culture.It's up to local management how they distribute or directfunds, but that's the main frame. Here it would be SOS Children for kids in need, whichcovers areas linked to family. You have to combine soci-etal issues and bring something normal or suitable for thebrand and be the first or the biggest.

So education is in focus?Education in terms of skin care, for instance. We concen-trate on raising awareness of the importance of skin pro-tection, as skin cancer is underestimated. We are tryingto contribute to educating kids and adults alike, as it'scommon knowledge that people in Europe tend not tobehave very responsibly regarding threats to their health.Nowadays it's better; there's more awareness thanbefore. However, we are living on a continent that's nowmore at jeopardy than before so we must try harder. Andever responsible skins products producer would be natu-rally orientated in that direction.

What would you say in that respect about the moderncustomer? Customers have certainly become moredemanding and more aware of health issues, protec-tion and what's good for them in the long term. Doyou feel that you meet the standards to satisfy thedemands of even the most demanding of customers?Yes, I would say we are meeting the needs beingdemanded. Journalists may like to speculate about thetypical Serbian consumer, but I would say that it's ademanding one!Women are our main target and they are well aware ofwhat they need. Accordingly, we are bringing all ourinnovations here. Everything you have in Germany youcan get here, albeit maybe with a very short time delayof perhaps a month after launching a new product.We are ready to offer state-of-the-art products and areextremely dedicated to satisfying the demands of localcustomers.

Are promotions done in the same style?Some are slightly different than here, but we are offeringthe same and I would dare to say even better. We are try-ing to do the same promotions in a few countries, shar-ing ideas and keeping local specific tastes.Beiersdorf doesn't implement a copy/paste model at locallevel. We always try to adopt the company's basic busi-ness standards to individual market needs and character-istics. I would call it the model best suited to each partic-ular market.We always need to be more creative in order to offersomething that's more appealing to local needs andexpectations. As I said, Serbian consumers are choosyand have good taste. It's amazing how taste differs from one country to another!It's the same for beauty products as it is for food, forinstance. People in two neighbouring countries might have

different values and perceptions and it is at this point thatyou connect with local consumers and investigate their likes& dislikes, identifying what's the most suitable for localneeds and trying to fit the ideal portfolio for a product.Understanding your consumers is a difficult but worthwhileprocess and I hope we are doing a good job here.

What would you share about doing business in Serbiaand where we now stand in terms of Europe?In terms of being part of Europe, I would say that defi-nitely, yes, this country is part of Europe and that can't bechanged. As for advice, I have nothing spectacular but to share myview that people need to be responsible towards theircompany, family, country and workplace. Nowadays youcan work and improve things in your immediate sur-roundings no matter if you can or can't influence thingsat a broader level.It's important to criticise, but ordinary people should startfrom themselves and be responsible, which will bring thepeople and the country inevitably closer to modernEurope.The crisis is everywhere. These are not favourable timesfor anyone who is striving to get to a better level andimprove his position. On the other hand, though, there isno other option than to strive. The government and peo-ple have to be patient and optimistic, while Serbia has tofight for its place.I would say that keys are hard work, patience andresponsibility - from my personal point of view it's some-thing that applies at an individual level and goes up to beadopted as a societal value.

How do your friends see you working in Serbia?We had a high school reunion recently and I was surprisedhow the negative perception still exists. I spent some timeand efforts to describe the beautiful city I now live in to myfriends… So, even in my home country, which has stronglinks with Vojvodina Slovaks, not everything is known andpeople need to hear something different before they canabandon the negative story they heard before. Serbia def-initely needs more positive marketing towards Europe.And Europe should finally give help and more support. Thepeople working here are part of a good and well heardstory about doing business in Belgrade. M.D.

U beogradskoj kancelariji Beirsdorf-a pozdravio nas jePiter Koy{, izvr{ni direktor, i to na te~nom srpskom jeziku!Beiersdorf je jedan od glavnih igra~a na na{em tr`i{tu a uSrbiji ima veoma dugu tradiciju. Ipak, nas je uglavnomzanimalo kako gospodin Koy{ gleda na svoj posao isvakodnevno okru`enje u Beogradu.

Ovo je prijatno iznena|enje: Vi govorite srpski?@ivim ovde ve} skoro osam godina a slova~ki, moj mater-nji jezik, je tako|e slovenski jezik ... Ako ste zaintereso-vani, mo`ete nau~iti jezik za osam godina.

Da li Vam se ~ini da radno okru`enje ovde mo`e da seporedi sa mestima na kojima ste ranije radili?To je te{ko pitanje. Ima mnogo razlika ali i mnogo aspeka-ta u kojima se mogu praviti pore|enja i prona}i sli~nosti.Kao {to sam ve} ranije rekao, mi pripadamo slovenskojnaciji tako da, sa etni~ke ta~ke gledi{ta, ima ~ak vi{esli~nosti nego razlika - od hrane koja se ljudima dopadado narodnih obi~aja, izraza i zajedni~kih emocionalnihvrednosti kao va`nog dela sli~nog etni~kog porekla.U nekim aspektima ima razlika. Tr`i{ta nisu ista, veli~inazemalja,ekonomski trenutak, itd.Ono {to mi se od po~etka dopalo je gostoljubivost. Srbi su veoma gostoljubivi i lako prihvataju strance. Mislimda smo i u tome sli~ni jer i Srbi i Slovaci vole gostu da poka`unajbolje. Isto je - delimo isti pogled na gostoljubivost.

We were greeted in Beiersdorf's officein Belgrade by Mr Peter Koy{, CEO, influent Serbian!

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Da li ste uspeli da sa~uvate svoje autenti~ne vrednostiu Slova~koj iako ste se uklju~ili u porodicu naroda EU?Nije na meni da sudim. Ovo je dobro pitanje za strance kojitamo rade. @ivot je te`i nego {to je bio ranije u smislu o{trijekonkurencije i kompetitivnosti {to je do{lo sa EU standardi-ma. Ipak mislim da su osnovne vrednosti ostale iste.Nije isto u malim gradovima i u prestonici ali, na primer,gostoljubivost je ista. Bratislava i Beograd su d`ungle imorate se boriti za svoje mesto pod suncem i biti svesnida nema mesta za spori tradicionalni tempo `ivota.

Da li ste dugo u ovoj kompaniji?Tu sam vi{e od deset godina.Radio sam u Beiersdorf-u u Slova~koj i, pre nego {to samdo{ao u Beograd, u Austriji sam radio na pripremama zaulazak na srpsko tr`i{te, tako da sam ~ak i tamo radio naposlovanju beogradske kompanije.

Da li se na nas gleda kao na va`no regionalno tr`i{te? Usudi}u se da ka`em 'izuzetno va`no'. Imajte u vidu da smomi ovde prisutni od 1931. godine - kada se kompanija prviput ovde registrovala. Proizvodi Nivea su ovde bili stalnoprisutni i taj kontinuitet se zadr`ao I tokom devedesetih.Zbog toga se ose}amo odgovorni da zadr`imo taj nivo. Miula`emo u svoje potro{a~e i u svim aspektima neospornodr`imo vode}u poziciju na tr`i{tu. [to se ti~e kategorijaproizvoda, postigli smo velike uspehe i va`no je da toodr`imo. Dr`imo prvo mesto u svim kategorijama proizvo-da sa izuzetkom {ampona. Sve u svemu, dr`imo 26 postotr`i{ta, dok drugoplasirani ima samo 11 posto.

Kao lider na tr`i{tu, pretpostavljam da i kod nastra`ite primeren radni prostor. Da li nalazite da jeradni prostor ovde u ACB-u isti kao na drugom mes-tima ili se razlikuje?Mogu da poredim Slova~ku, Poljsku, Austriju, Ma|arsku ...Kancelarijiski prostor koji ovde koristimo je svakako najvi{egkvaliteta. Svaki office-projekat ima druga~iju svrhu i oblikitd ali, po mom mi{ljenju, ovaj ovde je ne{to jedinstveno.Nije preterano veliki, ali je u celini intimniji. Mnogo zgrada,ali lepo raspore|enih tako da se ose}ate udobnije. Za meneli~no to je velika prednost - vi{e slobodnog prostora ~ini dase ose}ate kao da ste u malom gradu ...Volim da pogledam kroz prozor i da vidim i ne{to drugoosim mno{tva ljudi koji ulaze u prometni tr`ni centar. Topoma`e da se bolje koncentri{ete na posao.

Koliko va{ih ljudi radi ovde u ACB-u?Oko 20 u kancelariji, a sve ukupno oko 30. To nije velikitim po{to radimo zajedno sa distributerom Delta jo{ od1997. To je dobra, dugoro~na saradnja. Oni imaju mnogovi{e ljudi anga`ovanih na distribuciji na{ih proizvoda -rekao bih da ima vi{e od 80 zaposlenih u Delti koja je na{dokazano uspe{an, ekskluzivni distributer za Srbiju.

[ta biste rekli o imid`u va{e kompanije kao delu {irezajednice ovde?Verujem da je kompanija dobro integrisana u {iru zajed-nicu. Planiramo brojne projekte, ali - kao {to svi znamo -sada je malo te`ak trenutak za to. Bez obzira na to, jednaod osnovnih vrednosti na{e kompanije je dru{tvenaodgovornost.[to se ti~e korporativne dru{tvene odgovornosti, ugla-vnom smo uklju~eni u projekte zdravstvene za{tite. Naprimer, mi smo sponzori Dana melanoma akcije usmerenena podizanje svesti javnosti na opasnosti od raka ko`e.

[ta je u fokusu va{e korporativne dru{tvene odgov-ornosti?Mi smo se usresredili na tri oblasti: obrazovanje, zdravljei kulturu. Od lokalne uprave zavisi kako }e rasporediti iusmeriti fondove, ali to je osnovni okvir.Ovde }e to biti SOS Deca za mlade u nevolji koji pokrivapodru~ja vezana za porodicu. Treba povezivati dru{tvenapitanja i baviti se ne~im normalnim, ne~im {to odgovarabrendu. Tako|e, zahtev je biti prvi ili vode}i u nekoj akciji.

Zna~i, obrazovanje je u fokusu?Obrazovanje u smislu npr. nege ko`e. Mi smo se usresredilina gra|enje svesti o va`nosti za{tite ko`e, jer je opasnostod raka ko`e potcenjena. Poku{avamo da doprinesemoedukaciji dece i odraslih, s obzirom da je poznato da se uEvropi ljudi ne pona{aju naro~ito odgovorno prema pretn-jama zdravlju. Sada je situacija malo bolja; svest je maloja~a nego pre. Ipak, `ivimo na kontinentu koji je sada uve}oj opasnosti nego {to je bio pre, tako da moramo daula`emo ve}e napore. Uvek odgovorni proizvo|a~ sredsta-va za negu ko`e prirodno }e se orijentisati u tom pravcu.

U tom pogledu, {ta biste rekli o modernom klijentu?Klijenti su svakako postali zahtevniji i svesniji zdravstvenihpitanja, za{tite i onog {to je za njih dobro na duge staze.Da li vam se ~ini da ispunjavate standarde koji zadovol-javaju zahteve najzahtevnijih klijenata?Da, rekao bih da odgovaramo potrebama ljudi. Novinarivole da postavljaju pitanja o tipi~nom srpskom potro{a~u- ja bih rekao da je on svakako veoma zahtevan!@ene su na{a glavna preokupacija a one su veoma svesneonog {to im je potrebno. Shodno tome, mi sve svoje ino-vacije donosimo ovamo. Sve {to imate u Nema~kojmo`ete dobiti i ovde, iako mo`da sa malim zaka{njenjemod, recimo, mesec dana po{to se lansira novi proizvod.Spremni smo da ponudimo savremene proizvode i potpunosmo posve}eni zadovoljavanju potreba doma}ih klijenata.

Da li se promocije rade u istom stilu?Neke se malo razlikuju od ovih ovde, ali mi nudimo istoi, usu|ujem se da ka`em, ~ak i bolje. Trudimo se da radi-mo iste promocije u nekoliko zemalja, sa zajedni~kim ide-jama ali istovremeno ~uvaju}i specifi~nosti lokalnih

ukusa. Beiersdorf ne koristi copy/paste model nalokalnom nivou. Uvek se trudimo da prilagodimoosnovne poslovne standarde kompanije potrebama iosobinama konkretnog tr`i{ta. Nazvao bih to modelomkoji se najbolje uklapa u svako pojedino tr`i{te.Stalno moramo da budemo sve kreativniji kako bismoponudili ne{to privla~no lokalnim potrebama i o~ekivan-jima. Kao {to sam rekao, potro{a~i u Srbiji su izbirljivi iimaju dobar ukus.Neverovatno je koliko se ukus razlikuje od zemlje dozemlje! Isto je sa proizvodima za lepotu kao i sa hranom,na primer. Ljudi u dve susedne zemlje mogu da gajerazli~ite vrednosti i poglede i to je momenat u kome sepovezujete sa lokalnim potro{a~ima i ispitujete ono {tovole/ne vole, prepoznajete {ta je najprikladnije za lokalnepotrebe i poku{avate da uklopite idealan portfolioproizvoda. Upoznavanje kupaca je te`ak ali proces vredantruda i ja se nadam da mi ovde u tome uspevamo.

[ta biste nam otkrili u vezi sa poslovanjem u Srbiji igde smo mi sada u evropskim okvirima?Govore}i o Evropi, svakako bih rekao da, ova zemlja jedeo Evrope i to se ne mo`e promeniti. [to se ti~e saveta,nemam nikakakav spektakularan, osim da vam otkrijemsvoje gledi{te da ljudi treba da budu odgovorni premasvojoj kompaniji, porodici, zemlji i radnom prostoru.Danas svako mo`e da radi i da unapre|uje stvari u svomneposrednom okru`enju bez obzira da li mo`e ili ne dauti~e na stvari na vi{em nivou.Kritika je va`na, ali obi~ni ljudi treba da po~nu od sebe ida budu odgovorni, a to }e neminovno ljude i zemljuodvesti bli`e modernoj Evropi. Kriza je svuda. Ovo nisu povoljna vremena za nekog kose bori da se uzdigne na vi{i nivo i da oja~a svoju pozici-ju. S druge strane, opet, ne postoji drugi izbor osim bori-ti se. Vlasti i narod moraju da budu strpljivi i optimisti~nidok se Srbija bori za svoje pozicije.Rekao bih da je klju~ u napornom radu, strpljenju iodgovornosti - sa moje li~ne ta~ke gledi{ta, to je ne{to{to se primenjuje na li~nom planu, a odatle se uzdi`e namesto op{te dru{tvene vrednosti.

Kako va{i prijatelji gledaju na to {to radite u Srbiji?Nedavno smo imali proslavu mature i bio sam iznena|enu kojoj meri negativna percepcija jo{ uvek postoji.Potro{io sam neko vreme i trud da svojim prijateljimaopi{em ovaj divni grad u kome sada `ivim ... Tako da, ~aki u mojoj rodnoj zemlji koja ima ~vrste veze savojvo|anskim Slovacima, ima mnogo toga nepoznatog, aljudima je potrebno da ~uju ne{to drugo, kako bi moglida zaborave ru`ne pri~e koje su ~uli ranije. Srbiji je defin-itivno neophodan pozitivniji marketing prema Evropi. AEvropa bi kona~no morala da pru`i pomo} i ve}upodr{ku. Ljudi koji ovde rade su deo dobre i dobrosaslu{ane pri~e o poslovanju u Beogradu. M.D.

Airport City Belgrade - Business Partner 2009The traditional award of group Mass Media International is just the latest recognition for ACB

By Ljiljana Lukic

Company Airport City Belgrade is richer by onemore prestigious business award, the award"Business Partner 2009", presented by Mass MediaInternational in recognition of businesses that dis-play high professional standards and strong ethicalpractices, as well as contributing to the stabilisationof the economic climate in the country and thedevelopment of economic co-operation in theregion. The award was accepted by ACB CEO, AdirEl Al, at the formal award ceremony for "BusinessPartner 2007" on 17th June at Belgrade's HotelContinental in the presence of other award recipi-ents, business partners and representatives of thegovernment, diplomatic corps and media.

Giving thanks for the award, Mr El Al noted that itwas particularly important that Airport City, as themost successful regional investment, had receivedthis award from business partners. He added thatby contributing to the economic development ofBelgrade, Serbia and the region, ACB would try tojustify this award in the coming period.

This year's awards went to a total of 42 companiesin Serbia and Southeast Europe in nine differentcategories, among which was a new category setup this year - Best Factory in the Region (BusinessPartner 2009 special).

Ten awards for "Regional business partner 2009"went to enterprises from Slovenia, Hungary,

Romania, Croatia, Bosnia & Herzegovina, Monte-negro, Macedonia, Bulgaria, Greece, Cyprus andSerbia, where the winners included Krka, Dukat,Bauxite Mili}, EFG Bank and others.

Among recipients of the "Business Partner 2009"Award are 23 companies. Alongside Airport CityBelgrade, those are companies Tigar, Centro-proizvod, McDonald's, Delta Maxi Group, GraweInsurance, Prokupac, Travelhouse, Special HospitalMerkur, Altamed, Monterra, Wine Cellar Aleksa-ndrovic, Habit Pharm, Konsing Group, MGUMTechnology, hiCad, Nutriko, Logo, JKP Novosadskaheating plant, Daniel Print, Creative EducationalCentre and Art foundry Vo`dovac-BrothersJeremi}.

Selection criteria

• operational professionalism • good business collaborations • ethical and innovative in business • good business results • exceptionally high quality products and

services • market and marketing performance • high level of customer and consumer

satisfaction• Corporate social responsibility • support for the local community• ecological imperative

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Under the auspices of the special recognition awards,"Business Partner Plus 2009" went to company KnjazMilo{, "Business Partner Special" belonged to companyTetra Pak Production, the "Edu-Business Partner" Awardsaw the selection of the Faculty of InformationTechnology, while the title "Eco-Business Partner 2009"went to Perihard Engineering. The 2009 Laureate, bysecret ballot, was presented to company Knjaz Miloswith the unique recognition "Best Partner 2009".

Director of Mass Media International, MilivojeRadovanovic, said that the awarded companies hadshown, even in difficult times, a high degree of profes-sionalism. I am especially proud for this year's winners,because their business results have shown that the crisiscan be turned into an opportunity, said Radovanovic.According to him, during previous years this prestigiousaward has persevered in fostering the right values soughtfrom institutions to become deserved recipients fulfillingall ten criteria. Such a comprehensive method to select alaureate, with candidates choosing the best amongthemselves, encourages the creation of new partnerships

and the establishing of better business co-operation inthe region, said Radovanovic, announcing the extensionof competition to the territory of Central Europe.

President of the jury, Ilija Cosic, Dean of the Novi SadFaculty of Technical Sciences, told reporters that theaward had as many as 300 candidate companies fromSerbia and Central and Eastern Europe. According toCosic, two criteria were of particular importance duringthe selection of the winner: priority was given to compa-nies that have created new knowledge and companiesthat operate within a network.

Kompanija Airport City Belgrade bogatija je za jo{ jednopresti`no poslovno priznanje, nagradu "Biznis Partner2009", koju dodeljuje Mass Media International za poslo-vanje koje" uva`ava visoke profesionalne standarde i~vrste eti~ke norme i koje doprinosi stabilizaciji poslovneklime u zemlji i razvoju privredne saradnje u regionu".

Na sve~anom uru~enju regionalne nagrade "Biznis Partner2009", 17. juna u beogradskom hotelu Kontinental, u pris-ustvu ostalih laureata, poslovnih partnera, predstavnikaVlade, diplomatskog kora i medija, nagradu u ime AirportCity-a primio je direktor Adir El Al.

Zahvaljuju}i se na nagradi, El Al je naglasio da je poseb-no va`no {to je Airport City-u , kao najuspe{nijoj region-alnoj investiciji , ovu nagradu dodelilo biznis okru`enje,odnosno poslovni partneri. On je dodao da }e ACB, dopri-nose}i razvoju privrede Beograda, Srbije i regiona, nasto-jati da ovo priznanje opravda i u narednom periodu.

Ove godine nagra|eno je ukupno 42 kompanije iz Srbijei jugoisto~ne Evrope u devet kategorija me|u kojima je iove godine ustanovljena kategorija - najbolja fabrika uregionu (Biznis partner 2009 specijal). Deset nagrada "Regionalni biznis partner 2009" dobila supreduze}a iz Slovenije, Ma|arske, Rumunije, Hrvatske,Bosne i Hercegovine, Crne Gore, Makedonije, Bugarske,Gr~ke, Kipra i Srbije, me|u kojima su "Krka", "Dukat","Boksit Mili}", EFG Bank i druga.

Me|u dobitnicima nagrade su 23 kompanije, a poredAirport City Belgrade, to su i kompanije "Tigar","Centroproizvod", "Mc Donalds", "Delta Maxi Grupa","Grawe osiguranje", "Prokupac", "Travelhouse", Specijalnabolnica "Merkur", "Altamed", "Monterra", Podrum vina"Aleksandrovi}", "Habit Pharm", "Konsing Group","MGUM Technology", "hiCad", "Nutriko", "Logo", JKPNovosadska toplana, "Daniel Print", Kreativno edukativnicentar i Umetni~ka livnica Vo`dovac-Bra}a Jeremi}.

U okviru specijalnih nagrada priznanje "Biznis partnerplus 2009" pripala je kompaniji "Knjaz Milo{", "Biznispartner specijal" preduze}u "Tetra pak production", za"Edu-Biznis parnera" izabran je Fakultet informacionihtehnologija, dok je titula "Eko-Biznis partner 2009" pri-pala "Perihard in`enjering"-u. Laureati 2009, tajnimglasanjem na samoj proslavi, dodelili su kompaniji "KnjazMilo{" jedinstveno priznanje "Best partner 2009".

Direktor kompanije Mass Media International MilivojeRadovanovi}, istakao je da su nagra|ene kompanije i ute{kim vremenima pokazale visok stepen profesionaliz-ma. "Na ovogodi{nje pobednike sam posebno ponosanjer su poslovnim rezultatima pokazale da kriza mo`e dase pretvori u {ansu", rekao je Radovanovi}.

Po njegovim re~ima, tokom prethodnih godina ovopresti`no priznanje istrajalo je u negovanju pravih vred-nosti tra`e}i od institucija da postanu zaslu`eno dobitniciispunjavaju}i svih deset kriterijuma. Ovakav, sveobuh-vatan, metod izbora laureata, kada sami kandidati me|usobom biraju najbolje, podsti~e stvaranje novih partner-stava i uspostavlja bolju poslovnu saradnju u regionu,rekao je Radovanovi} i najavio pro{irenje takmi~enja i naprostor centralne Evrope.

Predsednik `irija Ilija ]osi}, dekan Fakulteta tehni~kihnauka u Novom Sadu, kazao je novinarima da je zanagrade bilo predlo`eno ~ak 300 kompanija iz Srbije icentralne i isto~ne Evrope. Po re~ima ]osi}a, pri odabirupobednika dva kriterijuma su bila od posebne va`nosti -prednost su imale kompanije koje su kreirale nova znan-ja i preduze}a koja posluju unutar mre`e.

Partner is also a priority in business

A ceremony held under the slogan "In busi-ness, as well as in life, the most important is apartner" was opened by Ljubi{a Dimitrijevic,State Secretary in the Ministry of Trade andservices, and special guest Radovan Jela{ic,National Bank of Serbia Governor. Guestsincluded the president of the SerbianChamber of Commerce, Milo{ Bugarin, whoreceived a special award for his specific con-tribution to stabilising the business climateand developing co-operation in the region.The gathering was also attended by theambassadors of Greece, Israel, Romania,Hungary, Poland, Cyprus and Croatia.

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Novinari saradnici/Journalist contribution:Ljiljana Luki} / Mark PullenPrevod/Translation: Boba [ibali} / MarkPullen Foto/Photo: Miodrag Trajkovi} / PredragTodorovi} Dizajn/Design: Avantguarde