PwC’s 28th Annual CEO Survey - Albania and Kosovo Findings

Reinvention on the edge of tomorrow

Reinvention on the edge of tomorrow
  • Publication
  • 30 minute read
  • April 09, 2025

PwC’s 28th Annual CEO Survey - Albania and Kosovo Findings

 

Some CEOs are moving rapidly to capture the growth and value-creation potential inherent in the defining forces of our era. They’re investing in generative AI, addressing the opportunities and threats posed by climate change, and reinventing their operations and business models to create value in new ways. Yet many others are moving slowly, constrained by leadership mindsets and processes that lead to inertia. 

Explore the key findings of the survey below:

  • Expectations for GenAI remain high. 23% of CEOs of Albania’s and Kosovo’s companies say GenAI has increased revenue and 26% report an increase in profitability over the past year, and almost half (44%) expect their investments in the technology to increase profits in the year ahead. Yet trust remains a hurdle to adoption. 
  • Investment in climate actions and sustainability is paying off. 32% of CEOs in Albania and Kosovo report that climate-friendly investments made over the last five years have resulted in increased revenue. In addition, 40% say these investments have had no significant cost impact.
  • Sector boundaries are blurring. 40% of CEOs in Albania and Kosovo say their companies started to compete in new sectors in the last five years. Consistent with last year’s survey, 63% of them believe their company will no longer be viable in ten years if it continues on its current path. 
  • The pace of reinvention is slow. On average, only 9% of revenue over the last five years of companies from Albania and Kosovo has come from distinct new businesses added by organisations in this period. Barriers to reinvention include weak decision-making processes, low levels of resource reallocation from year to year, and a mismatch between the short, expected tenure of many CEOs and powerful long-term forces, or megatrends, at work.
  • Underlining the tension across time horizons, CEOs of companies from Albania and Kosovo are optimistic about the near-term outlook even as they worry about their company’s long-term viability. 72% expected global economic growth to increase over the next 12 months, up from 38% in last year’s survey and only 24% two years ago. CEOs also expect to increase rather than decrease (53% vs. 7%) headcount in the year ahead.
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