Serbian Business Club “Privrednik” had the honor of welcoming David Reibstein, a professor at the Wharton School of Business, one of the world’s three leading business schools, on 6 March.
As the creator of the methodology behind the global Best Countries Report, Professor Reibstein has spent nearly a decade shaping how countries are assessed and analyzed in terms of their international perception as economic, investment, and brand entities.
The central message of his presentation was clear: a country’s and its cities’ reputation is a measurable and strategic asset, with a direct impact on investment flows, economic competitiveness, and long-term geopolitical positioning.
Against this backdrop, the findings of the Best City Report were presented in the club, conducted by the Faculty of Economics at the University of Niš as part of the Horizon Europe UR-WISE project, using Professor Reibstein’s methodology. The research provides an analytical assessment of perceptions of quality of life and work across 28 cities in Serbia, while opening up opportunities for the strategic management of urban reputation as a driver of national development.
The event was organized in cooperation with the Faculty of Economics of the University of Niš and featured an engaging discussion among Club members on the practical implications of the findings for investment policy, urban development, and Serbia’s international reputation.
Privrednik Club continues to serve as a platform for strategic dialogue between academia and business leaders, with the aim of strengthening Serbia’s competitiveness on the global stage.
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