Navigating Geopolitical Challenges and Leveraging Digital Technologies in the Global Landscape: the case of Serbia

In today's interconnected world, businesses play a critical role in navigating the complexities of global trade. This thesis explores the challenges and opportunities that managers face while operating abroad, focusing on the globalization’s trends, on the shifting geopolitical landscapes, and on the rapid technological advancements. As globalization intensifies, companies have to face an increasingly competitive and volatile marketplace, where geopolitical tensions can lead to the disruption of supply chains, and where new waves of protectionism and trade wars can make it hard for firms to operate in certain countries. Moreover, technological innovations are transforming the way companies conduct international business, presenting both opportunities for efficiency gains and challenges in adapting. This research analyses how global businesses strategize to mitigate geopolitical risks, leverage technological tools for market expansion, and foster resilience in their operations, and by analysing the case of Serbia, it provides some insights on how countries that went through geopolitical turmoil can resurge by adopting new technologies and act in order to attract foreign investments and grow their economy.