Philip Morris International details corporate transformation in Belgrade

At the TECHNOVATION SEE 2026 regional conference held in Belgrade, Tamara Milovanović, General Director of Philip Morris International (PMI) for Southeast Europe, outlined the company's significant strategic shift over the last fifteen years.

Milovanović highlighted the company's 2016 decision to transition from traditional tobacco products to smoke-free alternatives for adult smokers. She noted that the IQOS brand has already surpassed Marlboro in various market segments. A central pillar of this transformation is the increased role of science, with 1,600 scientists currently employed at the company's research and development center to develop smoke-free products and conduct research related to quality of life.

The conference also focused on corporate responsibility, specifically regarding health risk reduction and the protection of minors.