Address to The American Chamber of Commerce in Serbia by Ambassador Cameron Munter

September 18, 2007

Thank you all very much. It really is a pleasure to be here today, and an honor to have the opportunity to address you. This is my first speech in Belgrade, and I can think of no better setting: at the American Chamber of Commerce. I'd like to thank the Board of Governors and the Executive Team of the Amcham, and each of you as well, for being here.

I've only been here a short time. But I've spoken with many people here in Serbia. I'm impressed by their openness. They've told me what they want, and they've told me that they hope America can help them get it. They tell me they want opportunity for themselves and for their children. They want to believe in a prosperous future, one commensurate with the talents of Serbia's people and with its traditions of success. I've told them that we share this goal -- and that in my opinion, this will be capped by a renewed European identity marked by Serbia's membership in the great institutions of the west.

The engine to achieve this common goal is business.

I'm bullish on the commercial and economic prospects in Serbia. Serbia has enormous potential, and it will be my priority as U.S, Ambassador is to focus on the future orientation of this country. I look to you, the business community, to work with me in this task. Despite present difficulties, despite the many reforms that remain in order for business to achieve the success it needs in order to ensure prosperity throughout this country and its integration into the global economy, I think we'll get there.

Let me introduce a simple message, which I will be repeating throughout my time here: After more than 125 years of diplomatic relations, the United States has been, is, and will to continue to be, a strong partner with Serbia. Business is a strategic bridge for this partnership. We are eager to expand and strengthen our bilateral relationship, especially economic and commercial cooperation. In examining how to broaden our bilateral relationship, we – by “we” I mean the embassy and the Serbian government – will depend on companies such as yours to serve as a bridge in order to facilitate two-way commercial activity. Here's how we see our task:

The U.S. Embassy has been very active in helping promote Serbian economic reform and development and this will continue to be a priority. The USAID Mission currently has several programs designed to enhance business development. In more than 20 municipalities throughout Serbia we are assisting to bring local government and business together in a partnership of economic development. As part of this effort we helped establish the first public-private alliance – The National Alliance for Local Economic Development - in which some of you are members. Starting this year we will begin working intensively in promising areas of agrobusiness, manufacturing and services to expand markets, grow business, and increase revenues and employment. In addition, I know that our Foreign Commercial Service has been instrumental in working with many of you on investment and commercial issues pertaining to your business in Serbia. For its part, the Government of Serbia has made truly impressive strides in a short amount of time in adopting certain necessary reforms in laws and policies.

Specifically, I would highlight the financial sector, an area where both AmCham and USAID are particularly active. New laws opening up the market, together with effective regulation, privatization and foreign investment, have led to record growth in bank assets and a return of consumer confidence. Future growth will come as citizens embrace new opportunities to put their savings to work in investment funds, private pension funds, and expanded insurance products. Private investors are following with interest the Government of Serbia’s significant efforts to complete privatization, not just in the finance sector, but, across the board. In fact, the coming year will be critical for privatization as large state-owned firms still remain to be moved to private ownership. The Government of Serbia has deserves acknowledgment for its privatization efforts.

It's a difficult task. Economic reform programs are painful and controversial. After all, they involve systemic restructuring of economies. Building competitiveness often means streamlining an expansive public sector and reforming costly social benefits. Though reform hurts in the first stages, especially affecting those who can least bear the brunt of change, governments (like businesses) need to constantly look to the future. To alleviate the risk of economic stagnation, Serbia must remain committed to creating an attractive investment climate. Serbia’s continued commitment to reforms and Euro-Atlantic integration will not only attract investors, but also create jobs in Serbia for Serbians. In order to create a favorable investment climate, in addition to the need for new laws and regulations, Serbia must focus on proper implementation and enforcement. Specifically, institutions must have the capacity, and the necessary support, to implement reform measures in a fair, transparent, and equitable manner without political interference. Commercial courts must have the authority to make unbiased decisions in resolving disputes. Law enforcement officers must then be able to enforce decisions of the courts. Foreign companies operating in Serbia and prospective foreign investors must have confidence that the sanctity of their contracts will be upheld and that court decisions will be enforced. All these make up the foundation of a Rule of Law society. Without adequate Rule of Law, prospective foreign investors will look elsewhere.

Our embassy's assistance program will work with and complement business programs sponsored by our colleagues, from the EU to the OSCE to the individual efforts of other friendly nations in Europe, many of whom work together with America as members of NATO and other institutions dedicated to our common progress and defense of civilized values.

The adage that one satisfied customer might tell one other person about their experience while one dissatisfied customer will tell 10 people about their experience holds true in international investment. Even though many of you in the audience today represent foreign investment success stories, your post-investment experiences, which you may relay to other prospective investors, should be a critical concern to the Serbian Government.

While Serbia works diligently to privatize its remaining state and socially-owned enterprises, revenue generated from privatization will not last much past the end of 2008. While the Serbian Government may understand the need to promote Greenfield investment, its will need to implement the internal policies that will truly encourage such investment.

The key to successfully attracting greenfield investment is to mold a commercial legal system that is fair, transparent, efficient, and which has the enforcement measures I mentioned previously. Other Central European countries, such as the Czech Republic and Poland where I recently served, have attracted massive greenfield investment that has increased employment. Ask the people of Wroclaw, whose dynamic mayor enforced good business practices and has made that town into a center for foreign investment. Rather than have a minister question the covenants of a signed and finalized contract on the front page of the newspaper, officials -- at the national and local level -- should flesh out issues with prospective investors and then, once a deal is signed, support and nurture the partnership. Only then will satisfied customers spread positive word of mouth.

I am hopeful that as these issues are addressed, more companies will realize, as you have, that Serbia is in fact serious about attracting foreign investors. We are committed to working with our Serbian partners to reach this goal. Let me be clear: this is not a gift from you or from the United States. Rather, commercial and economic development is good for both parties.

But beyond that -- beyond the new jobs and the new opportunities derived by Serbia by the initiative of foreign direct investment -- there is an important role that you, the business leaders here in the Amcham, have played, a role for which I applaud you. Investment and trade are more than financial transactions. They involve real-life adherence to cultural values: the value of keeping your word, the value of respecting the local work force, the value of serving the community in which you live. Because the majority of U.S. companies, as well as many multi-national companies, are imbued with concepts such as Rule of Law and Corporate Social Responsibility, our role in a transaction goes deeper than just the monetary aspect. You -- representatives of American business -- import with you good American business practices.

I believe it is vital for U.S. and other AmCham member companies to lead the way in setting positive examples in terms of business ethics, community contributions, and active participation in humanitarian initiatives. I am delighted to see the exhibition out front with pictures of AmCham members hard at work in good CSR activities. It illustrates the "diplomacy of deeds" -- evidence of decent and generous behavior, which can counter negative allegations by some who fear a difficult future. I encourage the AmCham Board to create a framework for sharing best business practices and encourage all AmCham member companies to pro-actively contribute to advancing corporate social responsibility activities as an integral part of every company’s growth and development. I promise you this: you will find a willing and energetic partner in the U.S. embassy in this endeavor.

Again, I am very pleased to see that U.S. commercial interest in Serbia is steadily increasing. The AmCham’s very existence and the composition of your membership is a testimony that there is a strong interest in expanding our commercial relationship. Thank you for your time; thank you for your cooperation and friendship; and thank you for the key role you're playing in the future of a democratic and prosperous Serbia, which in turn serves the American interest of seeing Europe whole, free, and at peace. I look forward to getting to know each of you and working with you in the future.

Thank you for providing me the opportunity to share some of my ideas with you today: my ideas on the priorities of the long term relationship between America and Serbia, my ideas on the reforms needed to make that relationship stronger, and my ideas on the common commitment we have, as diplomats and business leaders, to citizenship and responsibility to our communities. If, indeed, "the business of Serbia is business," it will be realized because of your efforts and your vision. I salute you, and look forward to years of achievement with you.

OBRAĆANJE AMBASADORA MANTERA AMERIČKOJ PRIVREDNOJ KOMORI U SRBIJI

18. septembar 2007.

Hvala svima. Zaista je veliko zadovoljstvo biti danas ovde i čast mi je što mogu da vam se obratim. Ovo je moje prvo javno obraćanje u Beogradu i mislim da nema boljeg mesta da održim svoj govor od Američke privredne komore. Želim da se zahvalim Odboru guvernera i Upravnom odboru Američke privredne komore i naravno svima vama.

Ovde sam tek odnedavno. Međutim, već sam razgovarao sa mnogim građanima Srbije. Impresioniran sam njihovom otvorenošću. Saopštili su mi svoje želje i rekli da se nadaju da Amerika može da im pomogne da te želje i ostvare. Rekli su mi da žele bolji život za sebe i svoju decu. Da žele da veruju u bolju budućnost, budućnost koja je u skladu sa talentima ovog naroda i sa tradicijom uspeha u Srbiji. Rekao sam im da imamo isti cilj - i da će taj cilj, po mom misljenju, biti ostvaren i u potpunosti dovršen, obnavljanjem evropskog identiteta, članstvom Srbije u velikim institucijama Zapada.

Motor kojim će se ovaj zajednički cilj ostvariti je poslovanje.

Polažem velike nade u komercijalne i privredne uspehe Srbije. Srbija poseduje ogroman potencijal i moj prioritet kao američkog ambasadora je da se usredsredim na budućnost ove zemlje. Verujem da ćete vi, predstavnici poslovne zajednice, sarađivati sa mnom na ovom zadatku. Uprkos trenutnim teškoćama, uprkos mnogim reformama koje su potrebne kako bi poslovanje ovde bilo uspešno i time omogućilo napredak čitave zemlje i njenu integraciju u globalnu ekonomiju, ipak mislim da je taj cilj moguće ostvariti.

Pogled u budućnost

Dozvolite mi da vam prenesem jednostavnu poruku koju ću ponavljati u toku mog boravka ovde: nakon više od 125. godina diplomatskih odnosa, Sjedinjene Američke Države su bile, jesu i nastaviće da budu snažan partner Srbiji. Poslovanje je strateški most tog partnerstva. Žarko želimo da proširimo i ojačamo naše bilateralne odnose, i to naročito našu privrednu i komercijalnu saradnju. U razmišljanju o tome kako da proširimo naše bilateralne odnose, mi - a kada kažem mi mislim na ambasadu i vladu Srbije - zavisimo od kompanija poput vaših koje će biti onaj potrebni most kako bi smo postigli dvosmernu komercijalnu aktivnost. Evo kako mi vidimo naš zajednički zadatak:

Sjedinjene Američke Države su bile veoma aktivne u promovisanju reformi srpske privrede i u njenom razvoju i to će i dalje biti naš prioritet. Misija Američke agencije za međunarodni razvoj (USAID), trenutno ima nekoliko programa koji su pripremljeni tako da potpomognu poslovni razvoj. U više od 20. opština po celoj Srbiji, pomažemo u uspostavljanju partnerstva između lokalne uprave i poslovne zajednice u cilju ekonomskog razvoja. Kao deo ovih napora pomogli smo i u uspostavljanje prvog društveno-privatnog saveza - Nacionalnog saveza za lokalni privredni razvoj - neki od vas su i članovi ovog saveza. U ovoj godini ćemo započeti i veoma intezivan rad u sektoru koji obećava – sektoru poljoprivrede, zatim u sektoru proizvodnje i pružanja usluga kako bi smo proširili tržišta, unapredili poslovanje i povećali doprinose i stepen zaposlenosti. Pored toga, znam da je naše komercijalno odeljenje bilo od velike pomoći u radu s mnogima od vas na investicijama i drugim komercijalnim pitanjima koja se tiču vašeg poslovanja u Srbiji. Sa svoje strane vlada Srbije je načinila zaista impresivne iskorake u veoma kratkom periodu usvajanjem nekih neophodnih promena u zakonima i politici.

Takođe bih želeo da naglasim značaj finansijskog sektora, u kojem su i Američka privredna komora i USAID naročito aktivni. Novi zakoni o još većem otvaranju tržišta, zajedno sa efikasnim odredbama, privatizacijom i stranim investicijama, doveli su do rekordnog rasta imovine banaka i povratile poverenje klijenata. Budući razvoj će se nastaviti ukoliko građani iskoriste nove mogućnosti da svoju štednju ulože u banke, privatne penzione fondove i različite proširene osiguravajuće programe. Privatni investitori sa zanimanjem prate značajne napore vlade Srbije da završi process privatizacije, ne samo u finansijskom sektoru već i u celokupnoj privatizaciji. Zapravo, naredna godina će biti odlučujuća za privatizaciju kao period u kojem velike društvene firme tek treba da se privatizuju. Vlada republike Srbije zaslužuje pohvale za njen proces privatizacije.

To je težak zadatak. Programi ekonomske reforme su bolni i kontroverzni jer podrazumevaju sistematsko restrukturiranje privrede. Povećanje konkurentnosti često znači reorganizaciju skupog javnog sektora kao i reformu skupih socijalnih privilegija. Mada je reforma bolna u prvoj fazi, zato što naročito pogađa one koji najmanje mogu podneti teret promena, vlade (kao i biznis) moraju neprestano biti okrenute ka budućnosti. Da bi izbegla rizik ekonomske stagnacije, Srbija mora ostati posvećena stvaranju pozitivne poslovne klime koja će privlačiti investicije. Stalna opredeljenost Srbije ka reformama i evroatlantskim integracijama neće samo privući investitore već će otvoriti i nova radna mesta u Srbiji za njene građane. Kako bi se stvorila povoljna klima za investicije, pored potrebe za novim zakonima i uredbama, Srbija mora da se usredsredi i na stvarnu primenu sprovođenje ovih zakona i uredbi. To se naročito odnosi na institucije koje moraju imati kapacitet i potrebnu podršku da sprovode mere reformi na pravedan, transparentan i objektivan način bez mešanja politike. Trgovinski sudovi moraju imati moć da donose nepristrastne odluke u rešavanju sporova. Oni koji sprovode zakon moraju biti u mogućnosti da sprovedu odluke suda. Strane kompanije koje posluju u Srbiji i budući strani investitori moraju imati poverenja da će nepovredivost njihovih ugovora biti zagarantovana i da će se odluke suda sprovoditi. Sve su ovo temelji vladavine prava u jednom društvu. Bez odgovarajuće vladavine prava budući strani investitori potražiće druge zemlje.

Programi pomoći naše ambasade sprovodiće se zajedno sa odgovarajućim poslovnim programima čiji su sponzori naše kolege i to počevši od Evropske unije preko OEBS-a, do pojedinačnih napora drugih prijateljskih naroda Evrope od kojih mnogi sarađuju sa Amerikom kao članovi NATO organizacije ili drugih institucija posvećenih našem zajedničkom napredovanju i odbrani civilizacijskih vrednosti.

Izreka po kojoj će jedna zadovoljna mušterija ispričati o svojim iskustvima jednoj osobi, a nezadovoljna mušterija svoje iskustvo podeliti sa deset osoba, je veoma tačna kada su u pitanju međunarodne investicije. Iako su mnogi od vas u publici danas predstavnici stranih firmi i imaju iza sebe uspešnu priču, vaša iskustva nastala posle ulaganja, iskustva koja možete izneti nekim potencijalnim investitorima, treba da su od ključnog interesa za vladu Srbije.

I dok Srbija naporno radi kako bi privatizovala preostale državne i društvene kompanije, prihodi koji se dobijaju privatizacijom neće trajati duže od kraja 2008. godine. I dok vlada Srbije može da razume potrebu da promoviše grinfild investicije, ona će u isto vreme morati da sprovodi unutrašnju politiku koja će zaista ohrabriti takve investicije.

Ključ uspeha u privlačenju stranih investicija je da se kreira takav privredni pravni sistem koji je pravedan, transparentan, uspešan i koji poseduje mere sprovođenja koje sam pomenuo maločas. Druge zemlje centralne Evrope, poput Češke i Poljske, u kojima sam donedavno službovao, privukle su velike grinfild investicije koje su povećale broj novih radnih mesta. Pitajte građane Vroclava, čiji je dinamični gradonačelnik uveo dobre navike u poslovanju i pretvorio taj grad u centar stranih investicija. Umesto ministara koji na naslovnim stanama dnevnih novina dovode u pitanje potpisane i zaključene ugovore– zapravo bi zvaničnici i na nacionalnom i na lokalnom nivou – trebali biti oni koji će razrešiti sva pitanja sa određenim investitorom i onda, kada je dogovor potpisan, podržati i dalje negovati takvo partnerstvo. Samo u takvoj situaciji će zadovoljna mušterija proširiti dobar glas.

Zajednički rad/Crveni krst

Nadam se da će dok se ovakva pitanja budu rešavala, još više kompanija shvatiti kao što ste to i vi shvatili, da je Srbija u suštini ozbiljna u svojoj nameri da privuče strane investicije. Mi želimo da nastavimo da radimo sa našim partnerima u Srbiji da bi smo ostvarili ovaj cilj. Dozvolite mi da budem potpuno jasan: ne radi se ovde o nekom vašem poklonu ili o poklonu Sjedinjenih Država, već se radi o komercijalnom i privrednom razvoju koji donosi obostrano dobro.

No, i pored novih radnih mesta i novih prilika koje će se pojaviti u Srbiji zbog stranih investicija, postoji i dalje jedna važna uloga za vas, poslovne lidere u Američkoj privrednoj komori, uloga na kojoj vam čestitam. Naime, investicije i trgovina nisu samo finansijske transakcije. One uključuju i životni interes ka kulturnim vrednostima: vrednostima poput držanja date reči, poštovanja prema lokalnim radnicima, ili služenja zajednici u kojoj živimo. I upravo zato što su koncepti vladavine zakona i društvena odgovornost važan deo američkih kompanija kao i mnogih multinacionalnih kompanija, naša uloga u transakcijama je šira od samo uskog monetarnog aspekta. Vi — predstavnici američkog biznisa – donosite sa sobom i dobre američke poslovne navike.

Verujem da je od vitalnog značaja da američke i druge kompanije članice Američke privredne komore, budu važan pozitivan primer kada je u pitanju poslovna etika, doprinos zajednici i aktivno učestvovanje u humanitarnim akcijama. Oduševljen sam što ovde vidim izložbu članova Američke privredne komore koja prikazuje vaš naporan rad u važnim akcijama Crvenog krsta. To je primer “diplomatije dobrim delima” – primer pristojnog i velikodušnog ponašanja koje može da se suprotstavi negativnim komentarima onih koji predviđaju tešku budućnost. Ohrabrujem članove odbora Američke privredne komore da načine okvir putem kojeg će moći da podele sa drugima najbolja poslovna iskustva, i apelujem na sve članove Američke privredne komore da aktivno doprinesu daljem napredovanju aktivnosti vezanih za odgovorno društveno ponašanje koje je deo razvoja i rasta svake kompanije. Obećavam vam sledeće: u ambasadi Sjedinjenih Država imate spremnog i energičnog partnera za ovakav svoj poduhvat.

Takođe sam veoma zadovoljan kada vidim kako američki privredni interes u Srbiji sigurno raste. Samo postojanje Američke privredne komore kao i sastav vašeg članstva, svedoče o tome da postoji snažan interes u proširenju naših privrednih odnosa. Hvala vam na vašem vremenu; i hvala vam na tome što imate ključnu ulogu u budućnosti demokratske i uspešne Srbije koja zauzvrat služi američkim interesima da Evropa bude celovita, slobodna i u miru. Radujem se što ću imati priliku da vas bolje upoznam i da ubuduće sarađujem sa vama.

Hvala vam što ste mi omogućili da podelim sa vama neke od mojih ideja danas: ideja o prioritetima dugog odnosa koji postoji između Sjedinjenih Država i Srbije, ideja o potrebnim reformama kako bi smo taj naš odnos još više učvrstili i na kraju ideja o zajedničkoj obavezi i odgovornosti nas diplomata i vas poslovnih lidera prema građanima i lokalnoj zajednici. Ukoliko je zaista tačno da je “najvažniji posao Srbije posao” onda će se to i ostvariti upravo zahvaljujući vašim naporima i vašoj viziji. Čestitam vam i unapred se radujem uspešnoj saradnji u godinama koje su pred nama.

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