The State and Development of E-Commerce in Serbia

The State and Development of E-Commerce in Serbia

Borislav Jošanov (Higher School of Professional Business Studies, Novi Sad, Serbia), Marijana Vidas-Bubanja (Belgrade Business School, Serbia), Emilija Vuksanovic (University of Kragujevac, Serbia), Ejub Kajan (High School of Applied Studies, Serbia) and Bob Travica (University of Manitoba, Canada)
Copyright: © 2009 |Pages: 37
DOI: 10.4018/978-1-60566-100-1.ch018
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The authors of this chapter constructed and published multidimensional model for the evaluation of e-commerce diffusion in any country. According to this model qualitative research of conditions for ecommerce penetration in Serbia was conducted. Serbia is located on an important geographical location in Southeast Europe. After Yugoslavia’s falling apart and a decade of stagnation, Serbia came to a road of economic changes and it became an economy in transition – it was pronounced the leading reformer in 2005 by The World Bank. Our main finding is that the process of diffusing e-commerce in Serbia is still on the waiting list, but different states are found for different layers of this multidimensional model. Some good experiences found in Serbia’s e-commerce practice are mainly from the B2C e-commerce, while a strategy of B2B e-commerce could be a catalyst for pulling together the facilitating conditions and engaging Serbia in global electronic economy.
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Main Facts About Serbia

Serbia is an old European country and a new member of world community, still waiting for the final definition of the borders and the integration into international community. Main characteristics of Serbia are given in Table 1. Separation processes left strong scarf on economy and social values in Serbia.

Table 1.
Characteristics of Serbia
Area88,361 square kilometers
Population9,800,000 (July 2007 est., 7,800,000 excl. Kosovo)
Larger citiesBelgrade (the capital, 1.6 million), Novi Sad (500,000), Niš (250,000), Kragujevac, (175,000) and Subotica (120,000)
GDP$44.83 billion; $4,400 per capita (excl. Kosovo)
GDP Composition57.9% services, 25.5% manufacturing, 16.6% agriculture
Inflation Rate18% (2005)
Unemployment Rate31.6% incl. Kosovo (Kosovo 50%)
Brain DrainMore than 200,000 with undergraduate and higher education
Telephones2,685,000 (2004) mobile 5,229,000 (2005, excl. Kosovo)

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