Swiss Tradeswisscham.ch/e/documents/SwissTrade_2009_lores.pdf · export promotion initiative...

Manage your export risksIn some sectors up to 90 % of Swiss pro-ducts are exported. Jan Atteslander, Head

of International Economic Relations at economie-suisse, discusses future challenges and reminds us of the crucial role of exports and multinational companies for Switzerland’s welfare and jobs.

Innovation is the keyThe sale is not made until you get paid. Swiss exporters have multiple solutions to

insure the risks associated with doing business abroad. A precious support in crisis time which requires to first asses precisely the needs of the exporting company.

The association of Swiss foreign trade cham-bers plays a major role in the success of es-

tablishing reliable business relations all around the world. A fair share of the public export promotion funds would increase rendered services of cham-bers directly to Swiss exporters.

75 years of SwissCham

3 1715

Ready for export? Switzerland’s brand image Communicating across cultures International recruitment

– Your guide to exporting successfully

Swiss Trade

021_300_Benefit_230x300_Weltw 1 12.10.09 17:13

3Swiss Trade October 2009

Historically lacking in natural resources, Switzerland has built up its wealth through an aggressive export industry and a successful di-versification of the industrial and service sectors. It is also thanks to the many members of Swiss-Cham, the association of Swiss foreign trade chambers, that the Swiss export industry plays a major role in successfully establishing relia-ble business relations with partners around the world.

Swiss companies pool their resources in indi-vidual foreign trade chambers, and work in co-operation with embassies and other foreign trade organizations to provide support to exporters entering new markets. The chambers provide firsthand information on the political, finan-cial and economic developments of the countries they represent. The success and competitiveness of Swiss companies in exports show that the net-working platform which the chambers provide is a welcome tool for exchanging ideas and experi-ence, and making contacts with the right partners.

Founded in 1935, SwissCham’s role is to make a private sector contribution to promote and support Swiss foreign economic relations in general and Swiss exports of products or ser-vices in particular. It represents the common

interests of its members in administration, par-liament and other public institutions. It is a non-profit organization which receives no financial support besides that of its members.

The association has 56 member chambers which represent the Swiss exports industry in 105 countries.

SwissCham and its members seek a good and reliable partnership with the state export promo-tion agency, which is obliged to work on a non-competitive basis towards the private initiative. As this principal of subsidiarity is difficult to measure or control, it is SwissCham’s aim that in future a share of the state export promotion budget go to private organizations promoting Swiss exports.

At SwissCham we are convinced that our members, with their professional staff, local con-tacts, and network of business professionals, can provide valuable and necessary support to Swiss exporters. A fair share of the public export pro-motion funds would increase services rendered directly to Swiss exporters. In the article on page 5, the Government states that “Switzerland earns more than 44 % of its income abroad”. There-fore, SwissCham considers it vitally important that the state effectively enforces both state and private initiative export promotion.

Welcome to the World of SwissCham

At SwissCham, we look forward to continu-ing contributing to Switzerland’s export success. Our chamber members welcome you to join this word wide networking platform as we celebrate 75 years of SwissCham in 2010.

Peter Silberschmidt,President SwissCham

Project manager Kaija Kurki-Suonio Reporters Markus R. Bodmer, Ivonne Büttner, Cyril Demaria, Samuel Dixneuf, Martina Gyger, Alexander Sabeb Graphic Design Andreas Lathe, Stellan Stål Editor Sandra Ahlqvist Sales NextMedia Printing Zieglerdruck AG Distribution Published in Die Welwoche on 29th of October 2009 and distributed through the chamber network

is produced by NextMedia in cooperation with SwissCham

For more information about the content, please contact Barbara Möckli-Schneider, Managing Director SwissCham Phone: +41 41 620 66 83E-mail: [email protected]

For more information about publications in daily press and client magazines, please contact NextMedia Phone: +41 41 726 90 50 E-mail: [email protected]

– Your guide to exporting successfully

Swiss Trade

Arab Countries www.casci.chArgentina www.suiza.org.arASEAN Countries www.sacc.chAustralia www.sacci.com.auAustria www.hk-schweiz.atBaltic States www.sbcc-chamber.com www.swissbalticchamber.com www.baltics.chBelarus www.jointchambers.chBrazil www.swisscam.com.brBulgaria www.bsccbg.com www.swisscham-bulgaria.comCentral Europe www.sec-chamber.chChile www.swisschile.clChina www.sccc.chColombia www.colsuizacam.comCuba www.swisscuban.orgCzech Republic www.hst.czEngland www.bscc.co.uk

Finland www.sveitsi.fiFrance www.ccsf.comGermany www.handelskammer-d-ch.ch www.sdwc-ffm.de www.vsud.chHungary www.hsu-zuerich.ch www.swisscham.huIndia www.sicc.chIsrael www.swissisrael.chItaly www.ccis.ch www.ccsi.itJapan www.sccij.jp www.sjcc.chKazakhstan www.jointchambers.chKorea www.sacc.ch www.skbckorea.orgKyrgistan www.jointchambers.chLatin America www.latcam.chLichtenstein www.hk-schweiz.at

Malta www.maltacham.chMexico www.aems.com.mxMorocco www.ccsm.maPakistan www.sacc.chPeru www.swisschamperu.orgPolen www.swisschamber.plPortugal www.camsuica.comRepublic of Moldova www.chmd.chRomania www.ccer.roRussia www.jointchambers.chSlovakia www.hssr.skSouth Africa www.scsa.chSpain www.aehs.infoSweden www.swiss-biz.seTurkey www.tr-ch.orgUkraine www.jointchambers.chUruguay www.swisschamuruguay.org.uyUSA www.amcham.ch

SwissCham MembersSwissCham, the Association of Swiss Foreign Trade Chambers, has been operating since 1935. This pri-vate sector organization promotes Swiss exports and a Swiss economic presence abroad through its global network of member chambers of commerce.

Get Your Benefits & Services from the Members of SwissCham

www.swisscham.ch

MCH Group Global Live Marketing MCH ExhibitionsMCH Infrastructure MCH Event Services

MCH Group is a leading international group of companies specialised in live marketing. It is able to provide all the relevant services on the national and international exhibition and event market.

www.mch-group.comwww.messe.ch

MCH Exhibitions

About 30 national and international leading trade fairs and exhibitions, including BASELWORLD, the world watch and jewellery show, and the leading international art shows of Art Basel and Art Basel Miami Beach.

MCH Infrastructure

Exhibition area of 190’000m2 in Basel and Zurich; Congress Center Basel and European partner of Miami Beach Convention Center; Musical Theater Basel and Theater 11 in Zurich.

MCH Event Services

Top-quality services in the fields of event management, stand construction and technical systems provided by Rufener Events Ltd., Expomobilia AG and Winkler Veranstaltungstechnik AG.

There is a safe way to do business

Even in stormy times

Euler Hermes credit insurance guarantees protection for your trade receivables worldwide.

For your individual solution: www.eulerhermes.ch Worldwide leader in credit insurance


State and private initiatives: Export promotion needs bothSwitzerland earns more than 44 % of its income abroad. State Secretary Jean-Daniel Gerber outlines how the Swiss government intends to strengthen the export industry framework in times marked by the global economic crisis.

The aim of Switzerland’s foreign trade policy is to ensure a business environment that provides Swiss companies with unobstructed, stable and non-discriminatory access to relevant economic partners. Jean-Daniel Gerber, Direc-tor of the State Secretariat for Economic Affairs (SECO), explains: “Switzerland currently has a network of 20 Free Trade Agreements (FTA) with 29 partners outside the EU. The bilateral Free Trade and Economic Partnership Agree-ment with Japan that came into force on Sep-tember 1st is economically the most important trade agreement for Switzerland since its FTA with the European Union in 1972.” Switzerland and China are in the process of evaluating the feasibility of a bilateral FTA, and it remains in dialogue with potential partners, for example Malaysia and Vietnam, in order to facilitate possible free trade nego-tiations in the future. “But market access in Europe continues to be of prime importance”, he says.

In the light of the crisis, the government has taken several supplementary measures. Gerber summarizes: “An additional 10 million Swiss Francs have been allocated via Osec, the umbrella organization for promoting Swiss exports, imports and investments. With regard to export risk guar-antees, additional products, such as the working capital insurance, have been launched. Parliament has also approved the support of export platforms specifically de-signed to help small companies in several different markets to ex-port their products under a com-mon brand”.

SECO welcomes private export promotion initiative “Government support in export promotion is meant to comple-ment private initiatives, which we encourage. For example, Osec has set aside over 1 million

Swiss Francs to support private sector promo-tion projects. SwissCham and its members pro-vide very valuable support to Swiss export firms. Foreign trade chambers are key play-ers in fostering economic relations between countries and play a crucial role in providing first-hand informa-tion and contacts”, Gerber says.

Federal Councillor Doris Leu-thard shares his appreciation of the chambers’ contribution to promot-ing exports. At a SwissCham general meeting, she pointed out that the as-sociated chambers of commerce are an important link between Swiss companies and the different regions of the world. (*)

The global economic outlook for the second half of 2009 is brightening. The national econo-mies of Germany, France and the USA are see-ing a return to positive economic growth rates; domestic demand in Switzerland has remained steady. It remains to be seen, however, whether

this growth will continue when the effects of the government’s financial stimulus begin to dimin-ish next year. With regard to the development

of Swiss foreign trade, in Gerber’s view, “it is of utmost importance that countries withstand the pres-sure to introduce protectionist practices as a means to overcome the crisis”. And he adds: “Switzer-land entered the current recession without overheating in the hous-ing market, with public budgets in surplus and with an inflation rate within the target range of 2 %. This

is why I am convinced that Switzerland will be able to benefit from the next economic upturn – probably more so than other countries.”

(*) The complete speech can be found at: www.swisscham.ch/e/archive/documents/BundesraetinDorisLeuthard.pdf

Government

Written by Martina Gyger

Switzer-land will

be able to benefit from the next economic upturn.

State Secretary and Director of SECO, Jean-Daniel Gerber. Federal Councillor Doris Leuthard, Federal Dept. of Economic Affairs.

6 Swiss Trade October 2009

Success in exports is achieved through three phases:

Phase 1: Evaluate and assessThe first step is to evaluate the export potential of your products and services in overseas mar-kets. The most common approach is to examine the success of your products domestically. If your company succeeds at selling in Swit-zerland, there is a good chance that it will also be successful abroad, at least where similar needs and con-ditions exist. Market and feasibility studies may also be of use here.

Another means to assess your po-tential is by examining the unique or important features of your prod-uct. A unique product may have little competition and demand for it could be quite high. The ‘Swiss made’ label may be of great value here.

Your product may have export potential even if sales are declining in your home market. Size-able export markets may still exist, especially if the product once did well in its home market

but is now losing market share to more techni-cally advanced products. Other countries may not need state-of-the-art technology or may be unable to afford it.

You will also need to assess your company’s readiness to export: What does the company want to gain from exporting? Is it consistent with the company’s other goals? What demands will be placed on the company’s resources,, fi-nances, production capacity and management and personnel, and how will these demands be met? The next step is to examine the impact of exporting on your company more closely, with

regard not only to the financial side of the business, but also in terms of people and image.

Phase 2: Develop an

Export Plan and get readyOnce you have decided to export, it is time to develop a plan. A cru-cial first step is to develop a broad consensus among key management on the company’s goals, objectives, capabilities, and constraints. All

aspects of an export plan should be agreed upon by the personnel involved in the process.

The purposes of the export plan are (a) to ex-amine the facts, i.e. constraints and goals, and (b) to create an action plan that takes all of these

into account. This plan should include specific objectives, time schedules for implementation, and milestones so that the degree of success can be measured to help motivate personnel.

Important questions should ultimately be ad-dressed, such as:

Which products are being selected for export development? Do they need modifications? What is the basic customer profile? What marketing and distribution channels should be used? etc.

The export plan should be kept simple. It need only be a few pages long, since important market data and planning elements may not yet be available. From the start, it should be viewed as a management tool, and written as such.

Phase 3: Get help and implement It may not always be easy to find the right data, or to base decisions upon reliable sources. There are several options open to companies in this situation, such as direct or indirect exports, li-censees or the establishment of a branch. This is where players like the trade chambers come into the picture. We provide market data and general information, and also help on legal issues, cul-tural topics, and how to enter business circles abroad and in Switzerland.

Managed in this way, exports can contribute enormous value to a company, securing its de-velopment and prosperity for years to come.

Ready to export?What it takes to enter a new market successfullyTrade has been a key element in Switzerland’s prosperity for many years. Today, Switzer-land is dependent upon export markets to generate income, and dependent upon imports for raw materials and to expand the range of goods and services available in the country.

Getting ready

Written by Ralf J. Bopp

A unique product

may have little competition and demand for it could be quite high.

Ralf J. Bopp, Director of the Chamber of Commerce Germany-Switzerland in Zurich.

1

Business Roam Like Home.Make calls abroad at the samemobile rates as in Switzerland.

Now you can take that business trip with a clear conscience. Because with Business Sunrise roaming costs are a thing of the past. With the Business Roam Like Home option you can now make calls in the neighboring countries of Germany, Austria, Liechtenstein, Italy and France at the same price as calls in or from Switzerland, at the flatrate of just CHF 69.–/month. At the same time, incoming calls and calls to your voice mail are free in the countries listed. So your business travel will never again become an expensive luxury. And as a small or medium-sized business, you always have your costs under control. For more information visit www.business-sunrise.ch

The Business Roam Like Home option is available exclusively in connection with the Business Mobile Flatrate. The existing Business Global option can still be combined. Minimum subscription period: 3 months. Business Sunrise retains the right to block SIM cards with excessive or disproportionate use of roaming or to take further limiting measures. For more information on the Fair Use Policy go to www.business-sunrise.ch. Calls made outside the neighboring countries included in the Business Roam Like Home option will be charged at the usual Business Global option rates.

RLH-SwissTrade-230x300-final.indd 1 02.10.09 14:31


It is very important for SMEs to conduct a proper analysis of the tar-get market in economic terms and to know quite clearly what their busi-ness objective is. As soon as that is clearly stated, it is much easier to ad-vise them of the proper legal ways and forms to adapt and succeed in that market.

“The evaluation of legal questions follows the economic analysis”, says Umbricht, who has years of experi-

Same game – different rules How does an SME deal with different juridical systems?When an SME plans to enter a foreign market, it is highly recommended that it have very clear business ideas before evaluating the juridical system, says LL.M. Georg C. Umbricht, President of Swiss-Cham Southern Africa.

Juridical

Written by Alexander Saheb

ence as a lawyer at an internationally active law firm based in Zurich, Bern and South Africa, and is President of SwissCham Southern Africa. Fur-thermore, “it is very important not to underesti-mate the legal differences between countries, and also the differences in legal culture”, he says.

Though many countries have copied the civil codes of others in past centuries, juridical evolu-tion has led to substantial variations in the mean-time. One example can be seen in Turkey, which once adopted Swiss civil law but then pursued an independent evolution. “Today Turkish leg-islation has its own character”, says Umbricht.

Still, there are many different ways to do business abroad. Often the dif-ficulties are hidden in details. A whole business model can tumble if the tax consequences for a certain company structure are higher than expected. In some countries it might be better not to have an individual company struc-ture, because certain risks, e.g. prod-uct liability, are too high.

The best legal shape to achieve the economic goals of a company has to

be evaluated for each country individually. In-stead of creating a company structure, a fran-chise system or a cooperation agreement with a business partner may be preferable. “In the end it is important to have chosen the right partners and to have taken the time and the costs to care-fully evaluate all the different possibilities of en-tering new markets”, says Umbricht.

Whenever a company considers doing business abroad, he points out that it should seek advice from experienced professionals. These can be found within the bilateral chambers of commerce, which have profound market experience and entertain widespread networks of experts. “They not only know the market conditions, but may also suggest who might be the best partner to advise you in a certain branch and in a specific situation.”

President Georg C. Um-bricht, SwissCham Southern Africa.

Often, the devil

is in the detail.

SWISSWORLDCARGO.COM

TIME TO SWISS YOUR CARGO–People say a lot of things about the Swiss: that we have a penchant for perfection. That we are obsessed with quality. That our reliability borders on stubbornness. And what do we say in reply? We say it’s all true. Which is why, with us, your cargo is in the best possible hands – from storage and transportation up until the moment it arrives, right on time. Because no matter which of our 150 destinations your delivery is headed for – our Swiss values will be on board too. We care for your cargo.

SWC_Foldingbox_230x98.indd 2 15.10.2009 18:34:53 Uhr

Seit 1921 vertritt die Handelskammer Schweiz – Österreich – Liechtenstein die Interessen von Schweizer und Liechtensteiner Unternehmen, die nach Österreich exportieren und von hier aus Zentral- und Osteuropa er-schließen wollen.

• Marktanalysen und Studien

• Adresssuche

• Vertriebspartnersuche

• Messen und Workshops

• Mehrwertsteuer- Rückforderung

• Hochklassiges Netzwerk aus Firmen, Verbänden und Organisationen

Leistungen der Handelskammer:

Schwindgasse 20 A-1040 Wien | Tel. +43 1 512 59 59 | [email protected] | www.hk-schweiz.at


“The economic recovery will not support a ‘business as usual’ approach”, claimed strate-gic planning specialist Denise Harrison at the be-ginning of a crucial year for the world economy.

It appears that a ‘survival of the fittest’ theory would better suit the spirit of the moment. So,

how fit is your com-pany, and on what grounds should your evaluation be based?

Seán Meehan, Pro-fessor of Marketing and Change Man-agement at IMD, Lausanne, warns managers against any drastic changes to their strategy: “The number one challenge is to maintain a stra-tegic focus.” Indeed,

one should not confuse adaptation with loss of focus. Firms should adapt their tactics, but not lose sight of their strategy. They ought to concen-

trate on their relative competitive position, even if they suffer in terms of volume in the short term.

“This is what Toyota, for exam-ple, has achieved by sticking to a programme they had the chance to de-velop before their competitors. They are now a relatively more attractive company than before the crisis”, ar-gues Professor Meehan.

Even if some companies will have to resize in terms of staff management to avoid jeopardizing the whole struc-ture, or if globally dominant partners will have to take over distressed as-sets, one should not forget that the old rules of the old economy have not gone away. Hence, “providing good products at a reasonable price, and protecting the brand image with-out over-pressurising suppliers seem to be the key to keeping a business healthy”, maintains Sean Meehan.

Has Switzerland adopted this economically pragmatic approach?

Swissness: still an efficient concept? In an article entitled “Swissmade, a universal seal of approval” Dr. Stephan Feige claims that Swiss-ness is on the up and up. By Swissness, he means

the communicative power of Switzerland, as re-liant on its good image as a country and, on the

other hand, an outstandingly positive assessment of Swiss goods and services.

Switzerland has not been spared by the economic crisis, with its image in danger of being tarnished by recent developments in the banking system. Nevertheless, Dr. Feige, Managing Director of htp St. Gal-len, a marketing consultancy founded as a spin-off of the University of St. Gallen, re-mains confident: “Brand perception, once established, will only change very slowly, for good or bad.” Moreover, Dr. Feige be-lieves that there is no damage done to the export industry since the core problems lie in the financial sphere.

Figures tend to prove that Switzerland is still very highly regarded worldwide, even if Europeans tend to have a less ide-alistic vision of it than say, Latin Ameri-ca. Dr. Feige concludes that to retain this

advantage, Switzerland should “restrict the condi-tions for the use of the provenance ‘Switzerland’ and emphasise its innovative potential”.

It is important to remember that the image of Switzerland which we have finds its source not in good communication, but in the excellent work of former entrepreneurs.

Premium Partners:

Swiss Chamber of Commerce and Industry in PortugalEstrada Nacional 249 - 4Edifício Komax | Trajouce2785-034 S. Domingos de RanaPortugalTel. (+351) 213 143 181Fax (+351) 213 171 [email protected]

Member of SWISSCAM and Official Representative of OSEC in Portugal.

Your partner for doing business in Portugal.

Clarifying your business position in turbulent timesIn facing instability in times of crisis, firms should fall back on the fundamentals. What are they? Has Swissness been able to resist adverse circumstances to remain a potent tool in promoting exports? Professor Seán Meehan and Dr. Stephan Feige give us their insights.

Swissness

Written by Samuel Dixneuf

The image of

Switzerland has its beginning not in good commu-nication, but in the excellent work of former entrepreneurs.

Professor Seán Meehan.

Dr. Stephan Feige.


...Barbara Möckli-SchneiderSecretary General of the Swiss-Asian Chamber of Commerce and Secretary General of SwissCham

What are the challenges of doing business in Asia?The scope for growth in the ASEAN, Korean and Pakistani markets is endless; the cultural differences among its business

A word from...

function, especially in the labyrinth of bureauc-racy”, Taus advises. “Readiness to discuss a business repeatedly and at length, paired with sensitivity to local traditions, are the prerequi-sites for success.”

In a country like Russia, which is currently in a state of total fl ux, business attitudes vary wide-ly depending on whether one is dealing with a new-style entrepreneur or an old-school Soviet bureaucrat.

Further east in China, things get even more in-tricate. For the multinational companies the big-gest risk at the moment is not to be in China at all. The SMEs have to fi rst ask themselves, however, if they can afford to be there; Chinese engage-ments are extremely tough. According to Susan Horváth, Executive Director of the Swiss-Chinese

Chamber of Commerce, underesti-mating cultural factors can have fatal consequences. Over 90 % of the fail-ures of Joint Ventures in China are caused by cultural differences.

”It won’t do to send the second best person there. If an SME does not have a tried-and-tested person will-

ing and able to stay in this ‘darwinistically’ com-petitive market for the next few years, it should

Communicating across differencesThe entry costs and risks of entering a new market are high. SMEs need to do their homework and to develop their own understanding of the target country before embarking on any adventure. Many forget one of the most important aspects of accli-matising to a new marketplace: culture.

Culture

Written by Markus R. Bodmer

people extreme. But when these differences are handled correctly, this is also what makes doing business in Asia a wonderful adventure.

How can cultural differences be bridged?Cross-cultural communication skills are as important as ever in today’s business world. It is likely that you will interact with global suppliers, clients and colleagues, and that you will have employees from a wide range of cultures. The increasing infl ux of a culturally diverse workforce means that we face new challenges in developing workplace relationships and communicating across differences. This could include dealing with exchanges of information that have a negative connotation or are perceived as negative, working through criticisms and disagreements, or interpreting changing workplace dynamics. While globalization brings new opportunities to

your business, it also brings the potential for new misunderstandings. To alleviate these misunderstandings and to keep your competitive edge, you need cross-cultural education, based on cross-cultural psychology, organizational behaviour and intercultural communication.

How can the chambers contribute?It takes more than just goodwill to communicate effectively across the cultural divide; you need the kind of detail that only an in-depth study of the culture can provide. No matter which market you enter, SwissCham members around the world are your ideal partners, providing relevant knowledge of the cultural circles you trade in, and giving you solid cross-cultural communication skills. Once you understand the differences and similarities between cultures, you can tailor your message to avoid misunderstandings.

Die School for International BusinessIhr Partner im Export und ImportBeratung, Fachseminare wie auch Ausbildungslehrgänge für eine erfolgreiche Exportkarriere!

mehr Informationen unter www.eiab.ch

Sonneggstrasse 30 8033 Zürich Telefon: +41 43 243 75 30

“Expect your business to take twice as long and to cost twice as much. Mutual respect, availability and patience are the key factors“, summarises Gabriel Taus, Director of the Joint Chambers of Commerce, unifying several CIS chambers. One is often better off following established recommenda-tions and codices, especially when dealing with people in the east. “To avoid setbacks it is essential to work with a lo-cal partner who knows how local organisations

To avoid setbacks

it is essential to work with a local partner.

not even try to enter it.” Ms Horváth warns that “if an SME is not capable of facing these chal-lenges, it is gambling with its existence.”

As a general rule, one should look for nich-es, focus geographically and forget business in China if one’s product or service is not state-of-the-art. SMEs should be prepared to deal with values and norms which are not their own. On the darker side of business Susan Horváth’s ver-dict is clear: “Don’t pay bribes. Once you start you never get out.”

Gabriel Taus, Director of the Joint Chambers of Commerce.

Susan Horváth, Executive Director of the Swiss-Chinese Chamber of Commerce, Member of the Executive Board.

If you want to discover the world, Asia should be top of your list. If you want to discover Asia, we are top of the list.

When we first set out from Switzerland to do business in Asia we had more ideas than experience. Today, over 140 years later, that pioneering venture has grown into an internationally successful company. What has not changed is our bold and passionate way of doing business.We are the global leader in Market Expansion Services, employing 22,000 specialists in 460 business locations all over the world. We

help companies to grow their businesses in and with Asia, providing all the knowledge, advice, relationships, and on-the-ground logistics they need.To find out more about us and the services of our specialized Busi- ness Units: Consumer Goods, Healthcare, Performance Materials, and Technology, visit us at www.dksh.com

Think Asia. Think DKSH.

RZ_ins_230x300.indd 1 14.10.09 09:28


On the other hand, hiring a local professional has the advantage that he or she is familiar with the country’s culture and customs, speaks the language

and furthermore, may know the industry, products and some of the clients.

“The trend is to hire local” says Mar-tin Schneider, Board Member of the Swiss-Asian Chamber of Commerce, CEO and Chairman of Brainforce AG. To make sure the local candidate is able to adapt to the company’s policies and modi operandi it may be a good policy to hire an interim manager. “These experts

can build up and coach a local professional until he or she is able to take the position permanently.”

There are a lot of possibilities, but no univer-sally accepted solution. The decision of what is best for the company in such a particular situation has to be made individually.

But Bruno W. Lehmann is con-vinced that for companies which get that process right, the rewards can be great. “An outstanding international appointment can accelerate the success of the company in critical markets, fa-

cilitate the best practice sharing worldwide and help construct the kind of genuinely international companies that globalization demands.”

If a company is looking to hire management personnel the most usual ways are to either fill the position in-house, place announcements in newspa-pers and on online job sites, or to engage external recruitment specialists. The most promising candidates are invited to interviews, and the one that seems best suited for the company gets hired.

The challenge expands when an in-ternational company needs someone for a for-eign subsidiary because occupational aptitude becomes merely one of many points to be taken into consideration.

Expatriation or local hiring For Bruno W. Lehmann, Vice-President of the Swiss Chamber of Commerce in Portugal and Senior Partner of Egon Zehnder Interna-tional, the first decision that has to be made is whether an expatriate or a local should be hired to fill the post. “Send-ing an expatriate means not only sending some-

Globalization demands new recruitment solutions

Finding the best possible employees for one’s firm is a challenging task, and becomes even more demanding if decisions have to be made across borders.

one the company knows, but also someone who knows the company – its products, regulations, culture, and client history.”

This solution, however, is not unprob-lematic, because the candidate has to give

up his home, settle in a foreign country and cope with a new culture. “Thorough preparation helps facilitate a smooth tran-sition”, says Christoph Lang, CEO of the School for Interna-tional Business in Zurich. “As-pirants for jobs abroad have to learn the language first and foremost, but they also have to develop an understand-

ing of the culture and the cultural differences they will encounter. Preparatory trips and in-

tercultural seminars before the relocation are essential.”

Global NetworkingThe importance of connec-tions should not be underes-timated. “Networking is the key” says Mr. Lang. “The local Swiss chamber of com-merce can serve as a bridge between

the countries and offer the possibility of ex-changing experiences with other members.”

Recruitment

Written by Ivonne Büttner

Prepara-tory trips

and intercultural seminars before the relocation are essential.

Christoph Lang.

Martin Schneider.

Bruno W. Lehmann.


...Daniel KüngCEO of Osec

What is the role of Osec?As sponsors of Swiss foreign trade, we support enterprises in the establishment and development of their foreign business ventures. On behalf of the alliance, we aim to provide support in exporting, importing, investment and location promotion. We brief, counsel and accompany Swiss SMEs on their trips

abroad, as well as facilitating links between businesses and local experts. We take care to involve private and public organizations worldwide in this process.

2008 was a good year for us, as we achieved more than 1 700 counseling interviews and 630 mandates. This year, we are seeing demand growing, primarily because of the difficult economic situation.

How have you been supporting Swiss companies during the economic crisis?We offer a variety of measures designed to support exports within the scope of the alliance’s stabilization program. We show the SMEs new possibilities and niches. For example, we have expanded our business into nearby markets, and aim to provide information about opportunities resulting from new free trade agreements between Switzerland and other states.

We are also involved in developing export platforms, specifically in the areas of Clean-tech-, design or health. This is because our SME scene is fragmented, and we see better marketing as an essential part of drumming up business abroad.

Our flagship project is the ecological town of Masdar city near Abu Dhabi, which is currently under construction. A Swiss village is being built there, and an exports market worth potentially several hundred million Swiss francs has been created in the wake of a finalized frame agreement.

Does Osec cooperate with certain partners?Yes, of course. We run the global “Business Network Switzerland“, which includes 16 Swiss Business Hubs among others. These are usually involved in Swiss economic relations abroad. Internationally, we are currently working with a “pool of experts”, but we retain our links with the bilateral chambers of commerce. In Switzerland we offer additional value for export-oriented SMEs, because we co-operate with cantonal Chambers of Industry and Commerce as well as with inter-trade organizations.

How does cooperation between Osec and SwissCham work?I think that the fact that we complement each other is of prime importance in our relationship. In countries in which we are not directly represented − for example in the Czech Republic, Chile and Portugal − the chambers of commerce often take over the role of our local partners. However, even when we have our own location, as in Brazil, China and India, we work with the chambers, because the requirements of SMEs remain paramount for us.

A word from...

S T U D Y I N S W I T Z E R L A N D

Bachelor and Master programs in BusinessAdministration, International Relations and Mediaand Communication

• A Program with a Global Perspective

• Multicultural Faculty and Student Body

• Exchange and Study Abroad Programs

• Career Counseling

INTERNATIONAL UNIVERSITY IN GENEVA

ICC, Rte de Pré-Bois 20 - 1215 GENEVA 15, SwitzerlandTel.: +41(0)22 710 7110/12 - Fax:+41(0)22 710 71 11Email: [email protected] - www.iun.ch

Accredited by IACBE, USA

MASTER ININTERNATIONAL BUSINESSNEW

ann_ IU_103x129,5_A_Q_IU 25.09.09 17:15 Page1

SWISSCAM - Your business platform in BrazilEstablished in Brazil since 1945, we provide reliable information, excellent contacts and our knowledge of the Brazilian market to Swiss companies.

Market studies ■

Expert know-how ■

Marketing activities ■

Trade fair participation ■

Business partner search ■

Market entry ■

Tel +41 (44) 586 3741Tel +55 (11) 5683 [email protected]


When it comes to credit, both supply and demand are dependent on continued economic development, which in a crisis naturally leads to a downturn in credit volume. According to the latest findings, there is no indication of there be-ing a trend towards a credit shortage – on the contrary, more than 40 % of corporate credits in

Switzerland are not being used. “Rather than a credit short-age, there is an order shortage”, says Jacqueline Keefer, Board Member of the Chamber of Commerce Switzerland-Central Europe and Head of Export Fi-nance at the UBS.

The banks play a vital role in this growth, particularly in terms of loans to small and me-dium sized enterprises (SME), the cornerstone of the Swiss

economy. Due to the limited size of the domestic market, SMEs are more dependent than others on global commerce and trade finance services. With their international expertise, Swiss banks are particularly suitable for providing these

Swiss Banks – Partners of the Export IndustrySwiss banks give the export industry the support it needs to keep its competitive edge. Strong competition and the low interest margin help to guarantee a well-functioning credit market.

services. Their experience and know-how allows economies of scale to develop, and makes it ea-sier to hedge risks.

“Trade finance is an anti-cyclical business. Given the present challenges, our trade fi-nance products are becoming increasingly ap-

pealing”, says Christian Gut, Board Member of the Swiss-Asian Chamber of Commerce and Managing Director of Corporate & Institutional Cli-ents at Credit Suisse. “There is a strong demand for their ex-pansion plans from Swiss com-panies turning their attention to growth markets in Asia. To help support them, compre-hensive packages can be set up

by a network of organizations such as Swiss-Cham.”

Today, as banks and corporate bodies look to offload certain risks, backing from SERV or the private insurance business is coming increas-ingly into demand. However, seeking coverage from SERV requires applicants to produce es-sentially Swiss goods. Jacqueline Keefer sup-ports a Scandinavian model, i.e. moving from a strict Swiss content to a Swiss interest clause. A product would still qualify with a mere 15 % of Swiss components. However, this discussion

has barely begun in terms of the policy making process.

The success of the export and trade indus-try rests upon the ability of the Swiss economy and exporters to weather economic hardship. In spite of the much-publicised problems afflicting the banking sector, the Swiss economy seems to have survived the worst. Thomas Sutter, Mem-ber of the Directorate of the Swiss Banking As-sociation, sees no long term negative impact on the image of the Swiss banking sector: “Exist-

ing clients are remaining loyal to their banks, while new busi-ness is developing at roughly the same rate as in other years. Domestic and foreign clients appreciate the high degree of privacy and, apart from illegal cases, enjoy the benefits of the traditional confidentiality of Swiss banking.”

Trade finance is in most cas-es a tailor-made affair. Depend-ing on the risks of both supply

and demand in each individual case, it requires careful preparation. In order to achieve the best results, one is well advised to adopt Jacqueline Keefer’s credo: “It’s never too early.” The best chance to succeed is by contacting the bank from the very first moment.

Export finance

Written by Markus R. Bodmer

Board Member Jacqueline Keefer, Chamber of Com-merce Switzerland-Central Europe.

Board Member Christian Gut, Swiss Asian Cham-ber of Commerce.

Thomas Sutter, Member of the Directorate of the Swiss Banking As-sociation.

Swiss-Asian Chamber of Commerce – your partner in doing business in the ASEAN region, Korea and Pakistan!

Please contact [email protected] or www.sacc.ch


Machinery, chemicals and electricity ac-count for the biggest share of exports from Swit-zerland, estimated to be worth CHF 295 billion for the year 2008 alone. Private credit insurance covers about 10 % of Swiss export transactions, while the Swiss Export Risk Insurance policy (SERV) covers less than 1.5 % of total exports.

The current crisis has had a major impact on Swiss ex-porters in two ways: firstly, in the reduction in volume of orders, and secondly in the decline in client solvency. “For that reason our busi-ness has not significantly de-clined: if our clients export less, their need to cover risks has increased”, says Herbert

Wight, the new director at SERV as of Decem-ber 1st 2009.

Crisis, insurance and risksThe consequences of the crisis have been bleak: Euler Hermes, the world’s leading credit insur-er, declares a 100 % increase in the number of inquiries concerning coverage against default of payment (of which usually 80 % are covered). “The risk of non-payment itself has dramatical-ly increased, with an increase in the number of company failures of 28 % in 2008 and 35 % in 2009. This is an all-time high”, says Jules Kap-

peler, Member of the Board of Euler Hermes Switzer-land.

For exporters requiring coverage which is not nor-mally provided by the pri-vate sector, SERV operates as a last resort, according to its public service mission, and only for goods with at least 30% of Swiss “content”.

The trading industry, therefore, is in a delicate situation, as it becomes more difficult to prove this minimum share of “Swissness” to get access to the insurance.

The second factor working against exporters is the banks’ abandonment of financing cross-border business. “Our role in this difficult time is to help exporters to come to terms with the problem of missing credit lines from banks”, de-clares Mr Wight.

Euler Hermes has launched a debt collection

service for small and medium sized businesses, as the cost of collecting debts has increased cor-relatively with delays of payment. SERV has launched two new products specifically designed for SMEs with large orders from abroad. They will secure, at least partially, the exporter’s bank when it provides guarantee or credit lines for the execution of these export orders.

Partnership with the chambers of commerceChambers of commerce play an im-portant role in the relationship between insur-ance providers and potential clients. Not only do they serve as a forum for exporters and in-

surers to meet, they also act as an aggregator of client feedback. In many respects, chambers of commerce and trade credit insurers share con-verging interests: to analyse the needs of export-

ers and to act as an intermediaries with the market.

By supporting the promotion of Swiss exporters, chambers of com-merce are also promoting best prac-tice, and generally reducing the risk of exporting for each company. Ei-ther insurance companies are gain-ing in awareness through feedback

from the chambers of commerce, or exporters themselves gain insights through the forum that chambers of commerce represent.

The sale is not made until you get paidWhether through public or private institutions, Swiss exporters have multiple options for insuring the risks associated with doing business abroad. Insurance is a precious support in times of crisis, and requires a careful assessment of the needs of the individual client.

Insurance

Written by Cyril Demaria

Jules Kappeler, Euler Hermes Switzerland.

Herbert Wight, director at SERV.

The risk of non-

payment itself has dramatically increased.

Strong economic structure and policy framework (industrialised economy or similar). Negligible risk of external liquidity crisis. Generally sound business environment. Negligible risk of political instability. Strong capacity to respond to economic crisis.

Economic structure and policy framework generally adequate. Very low risk of external liquidity crisis. Generally sound business environment. Negligi-ble risk of political instability. Good capacity to respond to economic crisis.

Some signs of structural and policy weaknesses. External liquidity adequate, some weaknesses in business environment and/or significant, though moderate, risk of political instability and adequate capacity to respond to economic crisis.

A range of structural and policy weaknesses and/or vulnerable external liquidity position, some weak-nesses in business environment and/or serious weaknesses in political framework with higher risk of political instability and limited capacity to respond to economic crisis.

Deep structural weaknesses and/or strong policy measures required and/or external liquidity risk is high, serious weaknesses in business environment and/or serious weaknesses in political framework with higher risk of political instability and little ca-pacity to respond to economic crisis.

Structurally very weak and policy ineffective and/or current/imminent external liquidity crisis, seri-ous weakness in business environment and/or actual or very high risk of political instability. No capacity to respond to economic crisis.

World Risk Map 2009 Source: Euler Hermes Switzerland


The Swiss machine, electrical engineer-ing and metal (MEM) industries represent one of the most important sectors of the Swiss economy. According to Mr. Schneider-Amman, the industry re-mains in good health.

“Over the last ten years we have driven innovation, simplified process-es, increased productivity etc. Our in-dustry’s performance in global markets is impressive”, he says. However, being heavily export-oriented, it has been hit hard by the economic downturn. The main chal-

The Swiss engineering industry is based on solid groundSwissmem President Johann N. Schneider-Ammann tells us what it takes for indus-trial enterprises to pull through in times of global economic crisis.

lenge is for individual companies to ensure good liquidity and a steady influx of orders. ”Only the financially strongest partners are good enough.”

Swissmem, an association that unites the MEM industries, supports a number of new measures to ensure sustainability: firstly, in the context of the Government’s sec-ond economic stabilization package, the Innovation Promotion Agency’s (CTI’s) decision to increase its funding for industry-related research projects; secondly, the adjustment of the Swiss Export Risk Insurance (SERV) policy

to international standards; and thirdly, the exten-sion of working short time from 18 to 24 months, which allows companies to retain employees, and their ex-pertise, for longer.

“Innovation will be the crucial factor in determining a company’s ability to survive in the global mar-

ketplace.” As Schneider-Amman puts it, “To have

the best idea first” will make the difference, along with the ability to introduce it to the market. For these reasons, the Swiss exporting industry needs access to the free market as much as possible.

Schneider-Ammann hopes that politicians and the public will become more conscious of the sig-

nificance of the second sector. “Switzer-land is an exporting country. It will not be possible to lead our society into the future on a high level of social welfare by focusing on the financial and service sectors alone. It is worthwhile trying to encourage young people to learn a tech-nical profession and thus help maintain our country’s efficiency, wealth and so-cial stability.”

Schneider-Ammann does not, how-ever, favour state intervention. “We

will hold our ground on the principle of the free market economy!” he argues. Although the business outlook for the future is uncertain, Sch-neider-Ammann is positive about the long-term prospects: “It is certain that Swiss industry will continue to play a decisive role.”

Engineering


President Johann N. Schneider-Am-mann, Swissmem.

It is worth-while to

encourage young people to learn a technical profes-sion.

Fully accredited in USA and Europe.Customized programs for senior managers andtop-level executives.

American professors with extensive first-handinternational businessexperience.

Student Profile:30-45 years old, averageprofessional experience of 10 years, more than 90 nationalities.

Intakes: January, April, October

w w w . i s m . e d u

INTERNATIONAL SCHOOL OF MANAGEMENT

e-LEARNING : OPTION FOR ALL PROGRAMS

General Admissions, ISM Paris: 148, rue de Grenelle - 75007 Paris - Tel: + 33 (0) 1 45 51 09 09 - [email protected] Admissions, ISM New York: 110 E 59th Street, New York, NY 10022 - Tel: (212) 371-4144 - [email protected]

Programs managed by ISM New York - Partner Institutions: St. John’s University, New York - School of Management, Fudan University, Shanghai - Temple University,Tokyo

P a r i s • N e w Y o r k • S h a n g h a i • T o k y o

IeMBA

DBA

PhD

Master of Business Administration Full-time in one year

International Executive MBA Part-time or full-time flexible schedules

Doctor of Business Administration Accelerated completion options

One-on-one instructionAssociate Professorships

MBA

36311-ISM-Economist-180x115 9/06/06 16:19 Page 1 (Noir/Process Black film)


What are the biggest opportunities and chal-lenges for Swiss companies and the Swiss economy?

Many Swiss companies are integrated in world markets. Based on a strong market position in Eu-rope, Swiss entrepreneurs are increasingly finding new busi-ness partners in emerging and developing countries. Thus, it is no surprise that the Swiss economy is among the 13 big-gest investors globally. This integration in world markets poses a risk whenever govern-

ments fall back into protectionist policies. The rise of protectionism is the biggest challenge. It increases costs and risks for business.

How do you see the importance of Swiss export industries for Swiss welfare and jobs?

Export and foreign direct investments are cru-cial for Swiss welfare. About 50 percent of

Exports and multinationals − crucial for welfareIn some sectors up to 90 % of Swiss prod-ucts are exported. Jan Atteslander, Head of International Economic Relations at economiesuisse, the largest umbrella or-ganization representing the Swiss economy, reminds us of the crucial role of exports for Switzerland and discusses future chal-lenges.

Swiss GDP depends on exports; multination-al companies contribute about 30 percent to GDP. The export sector offers fascinating ca-reers. More than 4000 Swiss SMEs are multi-national companies with investments abroad. We should also stress the fact that the Swiss export sector does not only create thousands of jobs at local suppliers, but also technologi-cal spillovers.

How could we strengthen the international trade framework?

First of all, the WTO is functioning and the es-tablished rules are enforceable. A conclusion of the Doha-round would strengthen the interna-tional trade framework. However, we are not there yet. Difficult steps lie ahead of us in pro-gressing from ‘sunshine declarations’ to conclud-ed negotiations.

What are the respective responsibilities and roles of the private and public sectors?

Governments and the private sector should inten-sify the dialogue over policy in order to prevent protectionism. Independent monitoring of policy reveals too many measures that are not allowed by WTO rules, while many harmful protectionist policies do not break WTO rules at all.

What is the nature of your collabo-ration with SwissCham?

SwissCham is a very important part-ner for economiesuisse in the area of international economic relations. The chambers possess extensive background experience of and networks in any given country. We are exploring further coop-eration at present.

Welfare

Written by Samuel Dixneuf

How do you see the position of Swiss exports globally e.g. in five years?

These days, five years look like far away. The Swiss export sector will have to re-cover from the biggest decline since the Second World War. At the same time, new investments in innovative products and services are needed. I agree with experts who think that Asian and American markets will gain in relative importance for Swiss companies. The strong competitive-ness of the Swiss economy (Nr. 1 in 2009, source WEF) will attract even

more international business and further strength-en the global market position of the Swiss export sector.

Jan Atteslander, Head of International Economic Relations at economiesuisse.

General Insurance Life InsuranceRisk Management

Trade creditPolitical risk

Surety

Promoting trade flows and assuring financial stability

Zurich Insurance Company Ltd

29487_ins_swiss_trade_230x98.indd 1 15.10.09 17:52

New invest-

ments in innovative prod-ucts and services are needed.


...Alessio GiacomelWatch Expert, Tokyo, Japan

How do you sell a Swiss premium watch in Japan?In Japan, high-priced European-made goods are highly sought-after status symbols. The acquisition of a mechanical watch can take up to several years, and consumers dedicate a lot of time to collecting various information. Therefore, it is very important to proactively manage all brand touch points with one single signature, starting from pre-selling through to packaging, trade fairs, decorations, sponsorships and finally presentation at the point of purchase.

What are the challenges? Japanese consumers have very high expectations of additional benefits and services in addition to a faultless product. They are among the world’s most sophisticated and spoiled customers.

What makes the difference between success and failure in Japan? The evidence suggests that companies which understand Japan’s socio-cultural underpinnings are more successful at selling their products. These insights enhance the appeal luxury brands can have to potential consumers. Companies not yet known in Japan will need patience and a sound strategy to appeal to Japanese consumers.

A word from...

Alessio Giacomel works for a Swiss luxury sports watch brand in Tokyo. He holds a PhD in Business Administration, specialising in the marketing of luxury goods in Asia. He started his career in Japan with a scholarship from the Swiss-Japanese Chamber of Commerce.

Even if export figures fell significantly in 2009, Jean-Daniel Pasche, President of the Fed-eration of the Swiss Watch Industry (FHS), re-mains confident. “Exports will recover towards end of the year”, he says. His optimism is found-ed in the latest signals from many watch-making companies, which are reporting slightly recover-ing markets.

This view is backed by Sylvie Ritter, Show Director of Baselworld, the World Watch and Jewellery Show. Ritter is very satisfied with the interest in Baselworld 2010 from exhibitors and visitors. “In the current difficult economic cli-mate, Baselworld acts as a driving force for the entire sector and profits from this strength”, Rit-ter says.

Fight against counterfeits Not all kinds of Swiss watch are affected by the crisis in the same way. According to Jean-Dan-iel Pasche, it depends on the positioning of the brand and its geographic distribution. In partic-ular, the luxury sector, with wristwatches worth more than 20 000 Swiss Francs, remained near-ly unaffected. It may be due to the strict fight against counterfeiters that consumer confidence in the original products was maintained.

Pasche sees the internet trade of counterfeit watches as a persistent problem which makes it easy for consumers to buy counterfeit watches at home. “However, we are very active and destroy

What drives the watch-making industry?Thanks to new technologies and enforced marketing activities the Swiss watch industry is set to handle the global economic downturn successfully. Due to strict action against counterfeit watches, consumer confidence in the product quality has been maintained.

one million fake watches every year”, Pasche says. Additionally, auction platforms selling counterfeit watches are continuously identified and legally prosecuted.

Enforce marketing Within the next few years, watch-making companies will find the key to suc-cess lies in understanding the DNA of their brands, and they concentrate on their successful lines. Even if new technologies gain more and more im-portance within the luxu-ry goods industry, explains Ms Ritter, successful brands will have to redouble their marketing and communication efforts, as well as investing into product innovation and design ideas.

Watches

Written by Alexander Saheb

The watch and clock industry is Switzerland’s third largest exporter after the machine and chemical industries. The number of its 40 000 employees has remained stable, but the number of companies has de-creased from about 1 600 in 1970 to about 600 today.

The industry exports nearly 95 percent of its produc-tion, worth 17 billion Swiss francs in 2008. Swiss-made timepieces are to be found in countries across the globe, although Asia and Oceania have, at 47 percent, a far larger share of the export value.

The Swiss Watch Industry at a glance

Show Director Sylvie Ritter, Baselworld.

President Jean-Daniel Pasche, Federation of the Swiss Watch Indus-try FHS.

Successful brands will have to redou-

ble their marketing and communication efforts.


Vanessa Mae

What mountains. What space. What light!www.engadin.stmoritz.ch

mz4_230x98_ESTM_Winter_Mae_SwissTrade_e.indd 1 08.10.09 11:35

How important is tourism as an ex-port industry?More than 5 percent of Switzerland’s export in-come from goods and services can be attributed to tourism. In 2008, the tourism sector earned 15.6 billion Swiss francs, putting it fourth in terms of earnings, behind only the metal and machine industry (74 billion), the chemical in-

dustry (72 billion) and the watch industry (17 billion).

How is tour-ism related to other industries?Being a cross-section industry, tourism af-fects all other sectors. Tourists go shopping,

visit museums, open bank accounts and utilize all kinds of services. Only about one third of their expenses are realised in the core sector of tourism. The remaining two thirds are spent in the building, entertainment, and clothing indus-tries, for example. To bankers this connection is clearly visible, as tourist flows are also reflected in their balance sheets.

How much tourist activity do busi-ness contacts generate?Three fourths of the total number of overnights spent in cities result from business trips. Business travellers prefer to hold their meetings at at-tractive places; every sales psycholo-gist is aware of the influence a nice environment can have on business transactions, be it the hotel, restau-rant or a well-designed and function-al business centre.

What is the status of for-eign investment in Swiss tourism projects?Currently, foreign investment projects (amount-ing to 2 billion Swiss francs in total) are in dif-ferent stages of realization, the most well-known

one being the ambitious holiday resort in Ander-matt, by the Egyptian Samih Sawiris.

How do you collaborate with the chambers with respect to promoting tourism?We work closely with chambers of commerce abroad. In some coun-tries, for example Australia and Aus-tria, we maintain office communities.

What are your favourite tourist spots and why?I am a great fan of the Swiss Nature Parks, because they let me experi-ence nature untouched. Each one is

unique due to the combination of tourist offers available, along with the landscape and the tra-ditions practiced by their inhabitants.

Tourism is good for businessJürg Schmid, Director of Switzerland Tourism, speaks of the importance of the Swiss tourist sector and how, by its very nature as a cross-section industry, it affects other areas of Swiss economic life.

The “Handelskammer Schweiz-Öster-reich-Liechtenstein” (HKSÖL), apart from fostering trade relations between the three countries, is mandated by the federal organi-zation Osec to be a partner in Swiss exports promotion. Urs Weber, Secretary General of HKSÖL and Market Manager for Austria/Hungary of Switzerland Tourism, based in Vi-enna, says: “People associate watches, banks, chocolate, cheese, quality and reliability with Switzerland. We use those stereotypes, sup-ported by images of tourist landmarks such as the Matterhorn, in marketing campaigns and thereby further strengthen the brand Switzer-land.“

Pointing out the chamber’s role as “Swiss Business Hub Austria” he adds: “Given Austria’s geo-graphical location as a gateway to Eastern Europe and the gen-eral risk averseness of Swiss small and mid-dle-sized companies against doing busi-ness in the East, we provide them with a jumping-off point to this region, as well as competent advice.”

Tourism


We work in close

co-operation with chambers of commerce abroad.

Bridging between Switzerland, Austria and Liechtenstein

Jürg Schmid, Director of Switzerland Tourism.

Urs Weber, Secretary General of HKSÖL.

20Advertorial

On top of the Alps – the Kempinski Grand Hotel des BainsThe way leads over the Swiss Alps. Suddenly the wide valley offers a great view and the En-gadine invites you. You can feel a warm welcome when your eyes catch the typical corner towers and the sky-blue shat-ters of the Kempinski Grand Hotel des Bains.

Step in and your senses get touched by elegance and lifestyle – but the oth-er way: sincere, unstrained and debo-naire. “The Kempinski Grand Hotel des Bains is a wonderful place for eve-rybody. The Relaxed and progressive, it appeals to a new generation of 5-star guests”, explained Rupert Simoner, General Manager.

What are your desires? Start with beautiful expectations – breathtak-ing mountains, glittering snow, bril-liant sunshine and an air so clear and refreshing that you couldn’t wish for more. Scale the mountains – you have direct access to the slopes of the Cor-

viglia or the wide cross country ski trails.

Or dive in the St. Moritz High Al-pine SPA. Simple, noble, natural and alpine – treat yourself to the special luxury of being cared for and regener-

The Kempinski Grand Hotel des Bains is located right at the source of St. Moritz and only a few walking minutes from the famous lake. In 184 rooms & suites a great service is offered e.g. 24-hour room & Concierge service, babysitter service & special kids menus and bath-rooms with heated floors. You will be spoiled in four awarded restaurants, in the High Alpine Spa with indoor pool & exten-sive sauna landscape, Sport Shop & ski school and daylight banquet rooms with full techni-cal equipment

Kempinski Grand Hotel des BainsVia Mezdi 277500 St. MoritzSwitzerlandT : +41 81 838 38 [email protected]

ation. Have a glass of water from the Mauritius spring – the origin of St. Mo-ritz – and feel its regenerating effect.

In the morning, for lunch or dinner – no matter which of the Kempinski Res-taurants has the pleasure to spoil you – expect the best kitchen only. Taste the perfect mix of Switzerland at its best, Italian lifestyle and international world class. You have the choice between the Gourmet Restaurant “Cà d’Oro”, the lifestyle “Enoteca”, the awarded “Les Saisons” and amidst the mountains, the traditional chalet “Chesa Chantarella”. That is travelling in style.

The Kempinski Grand Hotel des Bains – where tradition meets modern spirit

The Kempinski Lobby & Bar – a perfect place to feel welcome

You too can profit from our logistic services

Consumers, service-providers and producers of IT-systems and other hightech products

Delivered on time, installed on time and your system is ready for immediate use. We provide exchange services which avoid any work interruption and guarantee fast process flow.> Various rollout services> Loading of software and images> Delivery to the point of use with installation> Handling of used systems> Wiping of data> Reverse/swap logistics

Weber-Vonesch AGLogistics6303 Zug, [email protected]: +41 41 747 44 61

2009-10-22_inserat_SwissTrade.indd 1 22.10.2009 15:14:53

21

Export-oriented Swiss enterprises are suffering severely from the current difficult economic situation. On one hand, there is a shortage of new or-ders, while on the other hand, export-ers have difficulties getting guarantees and loans from financial institutions. Furthermore, the situation in the inter-bank market makes export financing more expensive. This has a negative impact on exporters’ liquidity: in ex-treme cases, their liquidity could be impaired to such an extent that they are unable to accept an otherwise at-tractive and unproblematic order.

Systematic supportSwiss Export Risk Insurance (SERV) insures the political and economic risks of export transactions. For ex-ample, SERV insurance ena-bles exporters to get credit or guarantees from their fi-nancial institutions without providing additional collat-eral. The working capital insurance and the counter guarantee in particular have this effect. These are two of the four new products that SERV has introduced within the framework of the Stabi-lisation Measures II of the Swiss Confederation in or-der to systematically sup-

port exporters during the financial crisis.

Ideal solutionsThe example of Schlatter Industries AG, headquartered in Schlieren, Swit-zerland, shows how enterprises can benefit from SERV insurances. Schlat-ter specialises in manufacturing weld-ing systems. To buy such a system, Schlatter’s foreign customers often need financing. Especially if Schlatter is selling to new customers or export-ing to a particular country for the first time, they are unable to bear the fi-nancing risk all by themselves: ”Now especially, we have to make sure that we really get our money,” says Eveline Grego, Head of Export Financing at Schlatter. She goes on: ”In such a case,

an insurance of SERV is often the only option if we want to accept the order”. For example, Schlatter may grant the foreign buyer supplier cred-it and insure this credit with SERV. The supplier credit insurance protects Schlatter from the risk of default of payment on the buyer’s part. Thanks to this additional security, Schlatter can cede the credit to a bank. ”In this way, we receive our money immedi-ately and can even comply with the customer’s request for a long credit term. Such solutions are ideal for both sides,” explains Eveline Grego.

Individual consultingSERV attaches particular importance to individual advice: ”Together with the customer, we strive to elaborate

the most suitable solution for his specific needs,” un-derlines Herbert Wight, Head of Business Under-writing at SERV. He advis-es especially enterprises that want to export to a new country or customer to con-tact SERV as early as pos-sible: ”We can support the enterprise with our experi-ence in assessing country, bank, and company risks and provide advice from the outset.”

SERV offers security for export transactionsThe current economic situation is affecting Swiss exporters severely. By insuring political and economic risks of export transactions, Swiss Export Risk Insurance (SERV) enables exporters to accept foreign orders.

Thanks to SERV insurance, Schlatter Industries AG is able to export welding systems like this stationary flash butt welding machine all over the world.

Swiss Export Risk Insurance (SERV) provides insurance cover to Swiss companies for exports to economically or po-litically unstable countries. As an institution of the Swiss Con-federation under public law, SERV operates on a subsidiary basis, i.e. in addition to the of-fers of private credit insurers. With its insurance products, SERV contributes to the com-petitiveness of Swiss exporters in the international arena and to the creation and preserva-tion of jobs in Switzerland.

Apart from the export of consumer and capital goods, SERV also insures the export of services such as construction, maintenance, and engineering projects or licence and know-how agreements. There are no minimum requirements for SERV insurance with regard to company size or order volume. However, the exporter submit-ting the application must be based in Switzerland, and the export transaction must in-clude a certain proportion of Swiss value added.

SERV Swiss Export Risk InsuranceKirchenweg 8P.O. BoxCH-8032 Zurich

T +41 44 384 47 33

[email protected]

www.serv-ch.comThe supplier credit insurance protects an exporter from default of payment of the foreign buyer and from the political risks in the importing country.

22Advertorial

Advertorial

Swiss Diamond Hotel opened its doors for the first time some 40 years ago. Beautifully situated by the Lugano Lake, the hotel is just a five minute shuttle ride away from the Lugano city centre. In 2002, the facilities underwent a complete restoration to become a 5-star Swiss Deluxe Hotel, and several

Medical aesthetical in beautiful LuganoWith a magnificent view of the mountains reflecting in the Luga-no Lake, tranquil Swiss Diamond Hotel is the natural choice for a relaxing and refreshing holiday.

prestigeous designers were invited to put their mark on the hotel interior.

“Around that same time we first in-troduced our wellness centre and we have continued to developed the con-cept over the years. We offer, among other things, a medical spa, various types of massages, laser therapy and anti-aging therapy. Furthermore, we are opening a new medical aesthetical centre in January of next year,” GM Francesco Cirillo explains.

Complete package of servicesThe medical aesthetical centre will be the first of its kind carried by a hotel, and will house about a dozen physicians and dieticians along with several new types of medical aestheti-cal techniques. Detoxing and botox procedures will be provided as well as complete check-ups by cardiologists.

“We pride ourselves on using the very latest techniques in this centre. We are also cooperating with private clinics and offer a complete package

of medical aesthetical services.”

Taking wellness to a new levelSwiss Diamond Hotel takes the con-cept of wellness to a new level – the in-house menues are tailored for healthy lifestyles and the guests can choose to have their diet plans super-vised by professionals.

“We always strive to improve our services, to be dynamic and up-to-date, regardless of if it concerns our medical aesthetical centre or our oth-er options; Swiss Diamond Hotel has excellent facilities for events such as conferences and weddings and this part of our business is just as impor-tant to us as our wellness enterprises. After all, the value of a hotel lies in good service,” Mr Cirillo concludes.

Swiss Diamond Hotel is one of the most prestigeous hotels in Switzerland and combines Swiss elegance with cleverly integrated contemporary art and technology, all to provide a memorable and enjoyable stay. The 5-star hotel houses 90 rooms and suites, 3 restaurants and a relaxation bar.

In addition to first-class lodg-ings, Swiss Diamond Hotel offers excellent and refined menues, well-equipped training and spa facilities and the Venus Wellness and Diamond Medical Esthetical centres at guest con-venience.

Swiss Diamond Hotel LuganoVia Riva Lago Olivella6921 Lugano-Vico Morcote

Tel. +41 91 735 00 [email protected]

www.swissdiamondhotel.com

Mastering nights for successful daysThe Swedish family company Hästens has been building beds for over 150 years. Made by hand with pure natural materials like horsehair, these beds help you into a deep sleep to inspire a creative and active working life.

If anything unites people, it is the need for a good sleep. It is only through this that we can be healthy, efficient, and happy. It is incredible how often people forget those eight hours which are so important for their wak-ing life. They choose cheap, hard mattresses, made of synthetic materials which fail to inspire a truly restful sleep in the body.

One’s ability to function properly during the day depends mostly on the quality of one’s sleep at night. In the long term, if we have too little or poor quality sleep, it has a strong impact on our creative abilities and concentration and can lead to depression and burn-out.

The solution, however, is at hand. Hästens is a Swedish company which began making beds in 1852. Since then, the materials that go into mak-

ing their beds – horsehair, wool, cot-ton and linen – have not changed. To assemble their products, Hästens’ master craftsmen use the most sophis-ticated machinery available – their own hands. Visiting Hästens’ head-quarters west of Stockholm, one can see that nothing has changed in the last 150 years.

The company’s innate craftsman-ship, the high quality of their mate-rials, and the profound passion with which they go about their work all

go into creating beds that the world dreams about.

The bed itself works like air conditioning: the horsehair stuffing absorbs sweat (about one litre per night!), channelling it out of the bed. The cotton and wool layers allow the air to circulate, so that the bed can breathe. A complex patented system of springs, made of high quality Swedish steel, support the body while at the same time allowing it freedom of mobility.

The private luxury of Hästens beds are enjoyed across Sweden

and in more than thirty countries around the world. Even the Swed-ish king and his family use these beds to recharge their batteries – and who wouldn’t want to sleep like a king?

Interested sleepers can visit the Hästens Store in Zürich for a test doze in their lunch break – wake up call inclusive.

Hästens has been building beds since 1852, and has been the official purveyor of beds to the Swedish court since 1952. The beds are only produced at the company’s headquarters in Köping, near Stockholm. This company has been run by one family for five generations; Jan Ryde has been its head since 1987. Since then, it has grown by over 40,000 percent.

Hästens beds are made of natural, high quality materials like horsehair, cotton and wool. The wooden frame is built of northern Swedish pine.

Several different bed models provide different mixtures of materials and different levels of firmness. The beds can be tested in the Hästens Store in Zürich, which just has moved to Talstraße 66.

Hästens Store ZürichTalstrasse 66CH-8001 Zürich

0041 – (0)43 – 333 00 [email protected]

www.hastens.com

23 Advertorial

Le Mirador Kempinski Lake Geneva, the Elevation of SensesLe Mirador Kempinski, member of the Small Leading Hotels of the World and Leading Spas, reopened its doors July 2009 to welcome its guests again with Switzerland’s most beautiful view. Located high above Vevey, in the middle of the blooming vineyards of Lavaux UNESCO region, it overlooks beautiful Lake Geneva and the Swiss Alps.

All the 62 suites, including the 45 spacious new Junior Suites, are de-signed to pamper the most discern-ing travellers around the world, used to a luxurious lifestyle. The new Jun-ior Suites, feature a spacious terrace of 20m2, for relaxation in total pri-vacy, Full HD, LCD TV screens with integrated Swisscom Hospitality En-tertainment and Information system, Logitech Dream FI, portable multi-functional phone and the new Nes-presso coffee machine CitiZ.

Switzerland’s unique Givenchy Spa, Member of the Leading Spas, is a place dedicated to pure wellbe-ing offering a selected list of the most exclusive cures. The renovated Well-ness Centre features 11 treatment rooms, Sauna, Hammam, Jacuzzi, Relaxation lounge, a Givenchy bou-tique and a hairdresser.

At your special disposal, we pro-pose the new Day Spa Suite of 90m2, where you can enjoy all spa facilities in total privacy.

The Fitness Centre offers 30 state-of-the art machines and a workout area where our Fitness team instructs you personally or in classes to the lat-est work-out techniques.

The separated wet lounges and the

indoor swimming pool with over-head glass dome and terrace offer enough space to relax.

For explorers, Le Mont-Pèlerin and the Lavaux region offer many more activities. Golf, tennis, Hiking paths or Nordic walking possibilities are only a step away.

Since many years Le Mont-Pèler-in is known for its nature and purity. Inspired by the surroundings, Le Mi-rador Medical Centre offers unique

Hotel Le Mirador Kempinski Lake Geneva CH-1801 Le Mont-Pèlerin (Montreux/Vevey) Switzerland

Tel: +41 21 925 1111Fax : +41 21 925 1112

Web : www.mirador.ch E-mail : reservations.lemirador @kempinski.com

Le MiradorKempinski

LAKE GENEVA

cures which allow you to experience and profit from this amazing synergy between nature and latest technolo-gies.

Recharge your energy at the Medi-cal Centre Le Mirador or discover the unique treatments at the Cosmetic Dentistry Centre.

Dine around and discover Le Mi-rador’s world of taste – enjoying “haute cuisine” in the awarded gour-met restaurant Le Trianon, a Sunday brunch on the beautiful terrace of Le Patio, Swiss specialities in Au Chalet and a lavish breakfast at Horizon; the four restaurants will fulfil palate of gourmets.

Le Piano Bar invites you to relax in the new lounge area, where indul-gence and relaxation is written in the sky, right in front of you.

Le Mirador features a variety of conference facilities. The board-rooms, as well as the different con-ference rooms are equipped with the latest technology and large panorama windows which allow, by beautiful sunlight, an amazing view over Lake Geneva and the Swiss Alps.

The innovative changes of Le Mi-rador Kempinksi, invites you to dive into a world, where your wellbeing is the priority.

www.ubs.com/sme-international ab

Expand your range. Whether you serve export markets as a manufacturer

or have branches abroad, UBS can help make your company’s international

activities a success. We offer individualized financing and risk hedging

solutions, targeted services for payments, foreign exchange and cash

management, as well as solid, up-to-the-minute information from a

global network of proven UBS analysts. Our branch office client advisors

work alongside experienced specialists from around the world to meet your

objectives and requirements. We’ll take the time to listen. Welcome to UBS.

© UBS 2009. All rights reserved.

Helping you succeed abroad.Take advantage of our global skills.

UB469Ins_TEF_AusHan_e_230x300_SwissTrade:UB953Ins_TefAccess_f_230x300 22.10.2009 15:40 Uhr Seite 1

Swiss Tradeswisscham.ch/e/documents/SwissTrade_2009_lores.pdf · export promotion initiative...

Documents

Transcript of Swiss Tradeswisscham.ch/e/documents/SwissTrade_2009_lores.pdf · export promotion initiative...