General

Working with Serbian teams

Posted by Marina Pavlik on January 26, 2018

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Serbia – A country with diverse opportunities

Serbia, shaped by a rich history, stunning natural beauty, and vibrant nightlife, is a country that offers numerous facets.

However, not only in tourism but also in economic terms, Serbia is experiencing remarkable development. Thanks to ongoing liberalisation in the financial and energy sectors, it is becoming an attractive destination for investors and exporters.

In addition to a variety of industries in the industrial and service sectors, the IT industry has gained increasing importance. Nearshoring, in particular, is popular in Serbia, with companies mainly located in the metropolitan regions around the capital, Belgrade, as well as the cities of Novi Sad and Niš.

Although Serbia is geographically close to Germany, Austria, and Switzerland, it is important to consider cultural differences, especially regarding business etiquette. Questions about punctuality, traditional greeting rituals, and how to handle dinner invitations are are of significant importance here.

To better understand the Serbian mentality, it is also helpful to know which languages are spoken, which cultural nuances should be considered, and how the education system works in this Eastern European country.

In the following sections, we provide answers not only to questions about the country but also important information on working conditions and corporate culture to promote successful collaboration with your Serbian team.

General Information about Serbia

Serbien auf der Europakarte

Serbia, both geographically and culturally, finds itself amidst a fascinating diversity. It is a melting pot of different cultures and boasts a strategically advantageous location for trade and business.

Size

Situated in the heart of Southeastern Europe, Serbia covers an area of 77,474 square kilometers (which is approximately twice the size of the picturesque Switzerland). The country shares its borders with eight neighbouring countries, including Hungary, Romania, Bulgaria, North Macedonia, Albania, Montenegro, Croatia, Bosnia and Herzegovina, as well as Montenegro. The total population of Serbia amounts to 6,664,449 inhabitants, with 1.68 million people residing in the capital, Belgrade.

Languages

The official language in Serbia is Serbian, although in some regions like the autonomous province of Vojvodina, Kosovo, or parts of Southern Serbia, other languages such as Hungarian, Slovak, and Albanian are also spoken. Alongside Serbian, English is one of the key business languages, but it’s interesting to note that German is learned and frequently spoken in schools. This can be particularly helpful in building business relationships.

Ethnic groups

The ethnic composition of Serbia’s population is diverse. The majority of the population is Serbian, accounting for 83.30%. Additionally, there are Hungarian (3.50%), Roma, Albanian, and Bosniak communities (each around 2%), as well as a Croatian minority making up 0.81%.

Education

The Serbian education system, like many other countries in Central and Southeastern Europe, offers free compulsory education for children aged 6 to 15. The educational journey begins in primary school and continues in secondary schools until students are 19 years old.

After completing compulsory education, students have the option to attend a college or university or choose a vocational school. The University of Belgrade is one of the oldest and most respected in the Balkan region. As part of the Bologna Process, many universities in Serbia have been modernised, and faculties like the Faculty of Electrical Engineering and the Faculty of Mathematical Science are leading and internationally recognised.

Additionally, there are several international schools and colleges in Serbia that offer instruction in English and other languages. Many of these institutions are located in the capital, Belgrade, including the International School of Belgrade and the British International School, to name just a few.

Tips for Successful Business

Work Infrastructure

A pleasant working atmosphere and productive collaboration are also dependent on office facilities. In Serbia, you can expect up-to-date technical equipment and conference rooms for meetings.

Holidays

It is advisable not to schedule business appointments during the months of July and August, as well as around holidays in Serbia. It’s also important to note that when a public holiday falls on a Saturday or Sunday, the next working day is a day off.

Work Culture

In Serbia, as in many other countries, businesses prefer to deal with individuals they know well. Business relationships built on friendships are highly valued. Therefore, it’s advisable to maintain a local presence and be on-site regularly. Employing locals also signals long-term commitment to the market and is positively regarded. 

Corporate Culture

In recent years, corporate culture in Serbia has undergone significant changes. The increased presence of international agencies and foreign investors, as well as the positive effects of technological developments, have had a lasting impact on Serbia, leading to new management structures and improved English and IT skills.

Business Meetings

Business meetings in Serbia typically have a formal setting. However, it’s not uncommon to discuss business matters during a coffee break or over lunch. An invitation to dinner should never be declined, as it often signifies a serious intention to do business.

Communication

Serbians are often quite direct in their communication style. It’s customary for people to hug or pat each other on the shoulder while conversing. Direct eye contact is preferred in most situations, regardless of age, gender, or social status.

Invitations

When invited to visit the home of your Serbian colleague, it’s a nice gesture to bring a gift for the host, such as a selected bottle of wine or a box of chocolates. In Slavic culture, family takes precedence, and women are always treated with great respect. You can earn bonus points by greeting the woman first, assisting with her jacket, or holding the door open for her.

Usually, the table will be set generously, and portions will be substantial. It’s considered impolite to decline an offer of food or drink. Even if you’re not hungry, you can at least try a small portion of the meal to please the host. If you don’t drink alcohol, you can politely ask for an alternative like juice or tea.

Greetings

In Serbia, it’s customary to greet with a handshake and direct eye contact at the beginning and end of a meeting. Care should be taken to shake hands with everyone present, with women being greeted first. If a personal relationship has already developed, the greeting may involve a triple cheek kiss, alternating between left and right (starting with the left side). This applies to both men and women.

Dress Code

The dress code in Serbia corresponds to Western European standards. In business meetings, it is expected that both men and women wear formal or business casual attire.

Additional Valuable Tips

Finally, it’s essential to note that when dealing with Serbians, you should never come across as arrogant. Such behavior can immediately harm potential business relationships.

Serbia has a culture where political discussions have a fixed place in daily life. People openly discuss politics, and it’s not unusual to hear such conversations. However, Serbians are aware that this is not always the case in other European cultures. Therefore, there is no obligation to delve into political discussions, especially if it makes you uncomfortable or doesn’t align with your interests. Respect cultural diversity and sensitivities in your communication and experience Serbia in your own way.

If you take into consideration the information from this post,  your collaboration with a Serbian team will go much more smoothly. Show an interest in the country and culture, and establish a trustworthy foundation. Perhaps you can remember the popular phrase “Bolje te našao” (“Nice to have met you”) and use it when your Serbian colleagues welcome you. This can pleasantly surprise your Serbian colleagues and earn you a few extra points.

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