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America first, Balkans last?

Trump’s return may sideline EU enlargement and embolden spoilers in Southeast Europe

November 25, 2024

8 min read

November 25, 2024

8 min read

It is presumptuous to state with absolute certainty what policy Donald Trump might pursue concerning the EU and the Balkan states, as he is known for his unpredictability and unconventional decision-making process.

Several things, however, can be stated with certainty. He will first weigh what he perceives to be the best interest of the United States, albeit this does not suggest that his final decision would necessarily serve America’s ultimate national interest.

His personal gratifications will also guide him, as he is naturally self-obsessed, a narcissist who believes that he is uniquely qualified to be the president of the United States and that only he can solve problems and conflicts that have eluded many of his predecessors.

As a real estate developer, Trump deals with political issues as if they were business transactions, guided by a zero-sum approach in which he must gain at the expense of his counterpart’s losses.

That said, he will still have to adhere to many norms and principles that have guided United States foreign policy. The United States Senate, where Republicans will be in control, will not necessarily follow all of his desired policy objectives, especially when deemed to be critical threats to the United States and its allies’ national security concerns and many international obligations.

The EU’s historical tendency to defer to United States policy in the region complicates this situation. Should Washington adopt a less interventionist approach, European leaders might be compelled to take a more proactive position in maintaining regional stability, which could translate into a more unified approach to the bloc’s security and economics.

The potential for intensified nationalism and economic instability due to protectionist policies and shifting dynamics would require European leaders to reassess their strategies. They must prepare for a changing geopolitical landscape that requires greater autonomy from the US and resilience in addressing the increasing internal movement to the right and external threats from Russia in particular.

Security

One of the foremost concerns is Trump’s unpredictable stance on NATO. During his previous term, Trump often mocked NATO allies for not meeting defence and spending commitments, which heightened concerns that he might withdraw US support from the alliance.

Such a move could encourage adversaries like Russia and destabilise some Eastern European countries, such as Poland, particularly in light of the ongoing war in Ukraine. Although Trump is unlikely to withdraw from the alliance, especially because Democrats and Republicans have passed legislation to prevent it and would oppose any underhanded attempts to do so, nevertheless NATO member states must not take that for granted.

In connection with the war in Ukraine, Trump is likely to shift policy by pushing for a negotiated settlement, which raises significant concerns about the implications for Ukraine’s sovereignty, security, and territorial integrity. Trump would likely pressure Ukraine to make some territorial concessions by substantially reducing US military support for Ukraine, which could set a troubling precedent or even precipitate future conflict.

These geopolitical conditions remain fluid as the incoming Trump administration and Ukraine prepare for potential changes in strategy and implementation leading up to Trump’s inauguration. In this context, the EU may be forced to reconsider its defense strategies, which would, to some extent, be independent from the United States.

Economic implications for the EU

Trump’s threat to impose tariffs on imports from China to the United States by 20 percent could instigate retaliatory measures and escalate into a trade war, especially with China, leading to economic instability.

Raising tariffs on imported goods from the EU by 10 percent will also seriously affect transatlantic economic relations and directly impact the European community, especially in the automotive and agricultural sectors.

In addition, Trump’s policy could also disrupt the EU’s dependence on Chinese components. If he insists on reducing EU imports from China, it could increase costs while reducing competitiveness and, at the same time, increase tension between the US and the EU.

Trump’s return to power would also evoke multi-layer challenges for both the United States and the Balkan states.

Economic Implications for the Balkans

The Balkans rely heavily on trade with the EU and the United States; thus, imposing any tariff will directly impact their economies.

Moreover, Trump’s deportation plans of undocumented immigrants, including many from the Balkan states, could result in a substantial reduction of money transfers earned by Balkan labourers in the US who would be forced to leave the country.

Nevertheless, given Trump’s emphasis on economic ties, there will also be a renewed focus on economic deals and partnerships rather than broader statements about democracy.

Nationalism and rational stability

It should be noted from the onset, however, that the fundamental US position regarding the Balkans will not change, regardless of who the president is.

Although Trump’s scepticism toward NATO could affect the US military presence in the Balkan states, there will be no dramatic withdrawals, even if he desires it, due to congressional opposition.

This has been consistent across Republican and Democratic administrations because maintaining stability in the Balkans remains a fundamental US strategic interest that transcends administrations. Trump, in particular, does not want a new conflagration to fall on his lap.

His return, however, could potentially nod to nationalist leaders within the Balkans, such as Serbia’s President Aleksandar Vučić, to take a harder stand against Kosovo. It should be noted though, that Trump is transactional and will push for a quid pro quo.

He may exert more pressure on Kosovo to agree, for example, to act on the Association of Serb Municipalities in return for Serbia stopping its campaign to persuade countries to withdraw their recognition of Kosovo and blocking Kosovo from joining international organisations.

Kosovo faces a heightened risk from Russia’s influence once Trump returns to power. Trump will likely take a tougher position on Kosovo’s Prime Minister Albin Kurti. The potential change could revive contentious discussions around a land swap between Serbia and Kosovo, which the latter refuses even to contemplate.

For this reason, it is critical for Kosovo to remain vigilant, work closely with the EU, and be prepared for any shift in US foreign policy.

And given Trump’s tendency to admire strong men, it would not be surprising if he sought closer alignment with Hungarian Prime Minister Viktor Orbán on regional issues. Additionally, Trump could potentially roll back sanctions on actors like Milorad Dodik in Bosnia’s Republika Srpska, which could potentially destabilize the region.

Finally, the combination of Serbian nationalism and Russian opportunism could rattle stability in the region. Trump’s warm relations with Putin might still promote Serbian interests to please Putin, which could undermine stability in Bosnia and Herzegovina.

Leaders such as Dodik have already expressed that a Trump presidency will facilitate their secessionist ambition, particularly regarding Republika Srpska’s independence from Bosnia. If given a position in the administration, Richard Grenell might play a significant role in shaping Balkan policy.

It should be emphasised that these potential policy changes are speculative and based on Trump’s policy toward the Balkan states during his first term and the statements made by his new foreign policy advisors. Trump’s actual policy could differ depending on various factors and regional developments.

Moreover, known for his desire to achieve quick results, Trump may disengage from the region if he does not consider it a strategic priority, and potentially, he would leave it to the EU. But given his mantra of America first, he should know that maintaining the US’ global leadership where it can exert considerable influence best serves America’s interest.

Bracing for impact

The EU has been preparing for a potential Trump return to power, and the Balkan states have also been doing the same. They are bracing for a potentially tumultuous period. The EU is focusing on economic resilience that would include retaliatory measures and strengthening trade agreements with other nations.

On the security side, they have decided to increase defence spending and assume a greater role in helping Ukraine to defend itself. The Balkans are also looking to foster greater unity within the European community by taking steps to enhance their integration with the EU and develop strong ties with its institutions.

The EU’s new strategy addresses many contingencies that may arise to ensure that even the slightest US disengagement will not render the European community vulnerable. Noting all the speculations about what Trump will or won’t do, no doomsday will dawn on the European Community under his watch, as greater self-reliance will help the EU to emerge even stronger and firmly united.

Alon Ben-Meir

Alon Ben-Meir

Dr Alon Ben-Meir is a retired professor of international relations at the Center for Global Affairs at NYU.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.