Maitane was appointed Secretary-General of SBS in January 2020 where she is responsible of the daily management of the organisation. She previously worked for the European Committee for Standardisation (CEN) as Programme Manager in the Standards Department and in different European associations in the areas of distance selling and e-commerce (EMOTA) and the machine tool and manufacturing technologies sector (CECIMO).
Can you tell us about your professional journey and how it led you to your current role as Secretary General of SBS?
To be honest, I never planned to work in standardisation. During my studies standards were never even mentioned, despite being fundamental to enabling smooth economic, innovation and interoperability of products and services.
My interest in the field began when I had the opportunity to work at CEN (the European Committee for Standardization). I quickly became passionate about standards and the crucial but often overlooked role they play in our society and economy. I spent 11 years at CEN, and after a brief period in a European industry association working on technical issues including standardisation, I had the opportunity to become Secretary General of Small Business Standards (SBS).
This role has allowed me to combine my passion for standardisation with a long-standing personal interest in supporting small businesses—something I have been close to from an early age. Promoting SME participation in standardisation, representing their interests, and raising awareness about the opportunities it brings is something I truly care about- and this aligns precisely with the mission of SBS. I strongly believe that SMEs have much to gain from both contributing to and using standards.
What are the core priorities for SBS in the next few years, and how do they align with the evolving needs of SMEs across Europe?
A key priority is helping SMEs keep up with the major transformations currently reshaping the economy — particularly the digital and green transitions. These shifts affect how SMEs operate and stay competitive. Standards are essential here, whether it is improving energy efficiency, ensuring cybersecurity, or supporting the use of new technologies such as AI in their operations — SMEs need clear and practical tools. Standards help translate legislation and policy goals in this area into concrete technical requirements that SMEs can actually work with. They also open the door to innovation and make it easier for SMEs to prove the quality, safety, and sustainability of their products and services — something that’s increasingly important to win consumer trust and enter new markets.
But to really benefit from standards, SMEs need to be able to take part in shaping them. This is why building capacity and implement support measures that help lower the barriers to SME participation in standardisation at the national, European and international level remains an important priority for SBS. We do this by funding the participation of SME experts in European and international standardisation committees, providing training, organising events and developing practical guides. We also work closely with standards bodies to ensure that standards reflect SME needs and remain accessible to them.
We are also at a critical point in this respect. The European Commission is expected to review the main law setting the rules for the European standardisation system, Regulation 1025/2012, in 2026. This review will be a key moment for SBS. It is essential that this process reinforces SME representation and keeps the system inclusive and responsive to their needs.
Another strategic focus is increasing the influence and participation of European SMEs in standardisation at the international level. While tariffs recently dominate the headlines, international standards play a key role in shaping access to global markets and enabling participation in international supply chains. That is why SBS is working to ensure European SMEs have a stronger voice not only in Europe but also in international standardisation bodies like ISO and IEC.
Can you share specific examples of how participating in standardization has helped SMEs become more competitive or innovative?
One recent example in the digital sector is the development of a new ETSI draft standard on Reconfigurable Radio Systems supported by SBS. The standard aims to ensure that software SMEs can develop solutions interoperable with existing hardware — without being blocked by proprietary systems or closed platforms. Thanks to their participation, SME experts are helping shape a standard that supports a more open and competitive market, enabling fair access for smaller players.
Two other examples from international standardisation work at ISO are related to additive manufacturing and innovation management where SBS experts are also participating. In the field of additive manufacturing, a SBS expert is leading the development of a new Binder Jetting Design Guide. This work helps make advanced additive manufacturing technology more accessible to SMEs by translating complex technical knowledge into practical guidance. By lowering entry barriers to innovative technologies, the guide supports SMEs in becoming more competitive, efficient, and capable of offering high-value, customised products.
Similarly, through our involvement in the ISO Technical Committee on Innovation Management, SBS contributed to ensuring that international standards like ISO 56008 are applicable to SMEs. This includes providing concrete SME case studies in accompanying guidance documents, showing how small firms can better manage and measure their innovation processes. By using these standards, SMEs are better equipped to turn ideas into marketable solutions and to improve their internal innovation capabilities.
In general I would say that participation in standardisation helps SMEs influence standards so they are not only innovation-friendly but also practical and proportionate. Without such input, standards risk being too abstract or resource-heavy for smaller players to apply. SME participation also helps them stay ahead of the game by anticipating new trends, innovations and requirements.
How does SBS engage with international standards bodies like ISO and IEC, and what role do SMEs play in that global context?
SBS actively engages with international standards bodies such as ISO and IEC, where we currently hold more than 40 liaisons with technical and sub-committees. This ensures that the we can send European SME experts to participate and contribute to the development of international standards.
As mentioned earlier, increasing the involvement and influence of SMEs at the international level remains one of our strategic priorities. Participation in global standardisation is essential to ensure that international standards reflect the realities and constraints faced by SMEs, not just those of large multinationals.
To further support this goal, SBS has recently put forward a proposal to ISO to establish a dedicated policy group on SMEs — potentially in cooperation with IEC. The idea is to create a structured platform that would promote awareness of SME needs in international standardisation, support capacity-building and engagement initiatives tailored to SMEs and encourage the use of international standards by SMEs through practical measures. We believe such a group would fill a current gap in ISO’s governance structure, offering a targeted space to exchange best practices and launch initiatives that can make a real difference for SMEs.
Serbia is not yet an EU member but aligns closely with EU standards. How does SBS involve or support SMEs from candidate countries like Serbia in its activities?
SBS provides a wide range of resources that are freely accessible to all SMEs, regardless of geography. These include practical SME guides on specific standards and standardisation areas, training materials, webinars, newsletters, and other awareness-raising tools—all available through our website. Serbian SMEs are welcome to use these resources and can also contact us directly with questions. We do our best to respond and provide guidance where needed.
Although our primary focus is on EU and EFTA countries, we are looking to strengthen engagement with EU candidate countries, including Serbia, in the coming years. This will include targeted awareness-raising actions and, where possible, cooperation with national SME organisations and standards bodies. In this context, we are open to exploring collaboration with the Institute for Standardization of Serbia (ISS), for example, through joint initiatives to promote SME participation in standardisation.
In the longer term, we are also reflecting on how to expand our expert support activities to include SMEs in EU candidate countries. While no decisions have been made, we remain open to exploring this direction as resources and priorities allow.
How can Serbian SME associations or chambers of commerce better engage with SBS or CEN/CENELEC processes?
An important starting point is that SBS membership is open not only to national SME organisations from EU and EFTA countries, but also from EU candidate countries. While we currently have no direct Serbian member, organisations like SASME are affiliated through members such as SMEunited, a founding member of SBS. This provides an indirect channel for accessing information and contributing to our activities.
However, direct membership can bring additional value. Many SME associations may not yet have dedicated staff with expertise in standardisation, despite its increasing importance for SMEs’ competitiveness and their access to the Single Market. A more direct involvement in SBS can help address this gap by providing access to practical resources and expert networks. For micro and small enterprises in particular, national SME associations play a crucial role in representing their interests and pooling resources to ensure their voices are heard at the European level.
We also encourage Serbian SME organisations to strengthen their cooperation with the Institute for Standardization of Serbia (ISS), which is a full member of both CEN and CENELEC. This provides a formal route for Serbian stakeholders to help shape European standards. SBS complements this national route by offering an additional channel of influence. Our experts participate not only in technical work but also in key policy groups within the European Standardisation Organisations and the European Commission—providing further opportunities for SME concerns to be reflected at the European level.
What advice would you give to SME leaders who want to become more involved in standardization but don’t know where to start?
Standardisation can seem complex at first, but SMEs have a lot to gain by getting involved—and there are ways to start small.
First, I would suggest getting in touch with your national standards body. They can explain how the standardisation system works in your country and the different ways in which you can contribute. Second, connect with national SME organisations and organisations like SBS. We provide information, training, and support to help small businesses and their associations make their voice heard. We have helped SMEs in different countries find their way into standardidsation.
Third, don’t underestimate the value of your experience. Even if you can’t take part in technical work right away, you can share your feedback on how standards affect your business, which helps make standards more SME-friendly.
And finally, remember that using standards is already a first step. Becoming familiar with standards in your sector helps you stay competitive—and it can be the starting point for deeper involvement.
Prepared by: Jovana Korićanac
