iconannual2017

iconvienna

iconannual 2017 - The European Business and Investment Magazine
"Brand together"

Issue 2017

Official Magazine of iconvienna _ The European Business and Investment Forum

presented by 2017

BRAND TOGETHER


VALUE TO

BRANDS

Foto: fotolia.com

Europe’s independent brand & IP institute

www.europeanbrandinstitute.com


iconvienna

Editorial

BRAND

TOGETHER!

KR DI Dr. Gerhard Hrebicek

President iconvienna

Editor

ıconvıenna

ınvestments for europe

Foto: Katharina Schiffl

Gemäß dem diesjährigen Konferenzschwerpunkt

„Brand together“, stehen heuer „Marke und Intellectual

Property“ im Mittelpunkt. Am Vortag

der iconvienna, dem “World Intellectual Property

Day”, findet das Initial Meeting des „Brand Global

Council for Value and Sustainability“ statt. Daher

wird das diesjährige Forum zum Brand Forum, mit der

Möglichkeit Erfahrungen zum Thema Marke auszutauschen

und interessante Diskussionen zu führen.

Das renommierte internationale Forum hat in den

letzten Jahren seine Horizonte und Ost-West Beziehungen

von Nord- und Lateinamerika über West-, Zentralund

Osteuropa bis nach China erweitert. In diesem

Sinne freuen wir uns, wieder zahlreiche Vertreter von

Ost bis West beim diesjährigen Forum willkommen zu

heißen.

Mein besonderer Dank geht auch dieses Jahr wieder

an die Stadt Wien und den Bürgermeister Dr. Michael

Häupl für seinen Ehrenschutz. Ich möchte mich auch

bei unseren weiteren Partnern Wirtschaftskammer

Wien und Österreich, Ministerien und Botschaften,

Vertretern von Regionen, Städten, Unternehmen, Medienpartnern

sowie bei allen unseren Beiratsmitgliedern

und dem European Brand Institute für die gute

Zusammenarbeit im Rahmen der iconvienna sowie der

vierten Publikation des iconannual bedanken.

Für die Zukunft wünsche ich Ihnen gute Beziehungen.

Nutzen Sie dieses Magazin ganz nach unserem

Motto “MAKE CONTACTS TO CONTRACTS“!

Viel Spaß beim Lesen!

According to the main topic of the conference

„Brand together“, the focus is on “Brand and Intellectual

Property” this year. The initial meeting

of the “Brand Global Council for Value and

Sustainability” will take place on the day before the

iconvienna – the “World Intellectual Property Day” and

so we made this year’s forum a brand forum to give the

opportunity to share experiences about brands and to

hold interesting discussions.

This prestigious international forum has expanded

its horizons and East-West relations from North and Latin

America to Western, Central and Eastern Europe and

to China in recent years. In this spirit, we are pleased to

welcome numerous representatives from East to West at

this year’s Forum.

I would particularly like to thank the city of Vienna

and the Mayor Dr. Michael Häupl for his patronage. I

would also like to thank our partners Austrian Federal

Economic Chamber, Vienna Chamber of Commerce and

Industry, ministries and embassies, region and city representatives,

companies, media partners as well as our

council members and the European Brand Institute for

the good cooperation in terms of iconvienna and the

fourth publication of the iconannual.

For the future I wish you successful relationships!

Use this magazine according to our motto: “MAKE

CONTACTS TO CONTRACTS“!

Enjoy reading!

The European Business and Investment Magazine iconannual 3


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MORE CUSTOMERS. MORE BENEFIT.


BRAND TOGETHER

Forewords 7

Greetings 18

Embassies of the Dominican Republic, Argentinia, Cuba, Venezuela,

Colombia, Guatemala, Costa Rica, Paraguay, Uruguay, Slovakia,

Romania and Bulgaria

International Partners 44

Brand Global Council

UNIDO

European Commission

Central European Initiative

European Fund for Strategic Investments

Global Impact Investing Foundation

Leitbetriebe

Patentamt

Select USA

Innovation 64

Novomatic

Lyoness

Elk

Institute of Science and Technology Austria

Future Cities 64

Österreichischer Stadtebund

Austrian Institute of Technology

MA 23 – Wirtschaft Arbeit und Statistik

International Finance & Projects 78

Kommunalkredit Austria

SummerLight Capital Partners

Lansky, Ganzger + partner

Branding 86

Coverfoto: istockphoto.com

China Council for Brand Development (CCBD)

Technical Committee 066

Bobby J. Calder

European Brand Institute

iconvienna

Women Leadership Forum

Sports for Life

Brand Life Award

Imprint: Publisher/Proprietor: maX iconvienna GmbH | 1010 Wien | Börsegasse 9 | A-1010 Vienna | Tel +43 1 532 1000 23 | Fax +43 1 532 1000 30 | Email office@icon-vienna.net | www.icon-vienna.net;

Design & Layout: „Der Herr Bertl“ OG | 1220 Wien | Maria-Tusch-Straße 8/1/14 | office@derherrbertl.at; Print: Print-Sport Handels GmbH & CoKG | Ared Straße 20 | 2544 Leobersdorf | office@print-sport.at;

Responsible for the content: maX iconvienna GmbH; Disclaimer: The publisher assumes no liability for the accuracy of the contents and the copyright to the photos. Typesetting and printing

errors reserved. iconannual is the official medium of iconvienna and supports the networking concept of this platform.

The European Business and Investment Magazine iconannual 5


WO

RLD

CLASS

PART

NERS

www.advantageaustria.org

ADVANTAGE AUSTRIA is the official Austrian trade promotion

organisation of the Republic of Austria. With its more than 110

offices in over 70 countries, provides a broad range of intelligence

and business development services for both Austrian companies

and their international business partners. Our 800 employees

and 35 consultants around the world can assist you in locating

Austrian suppliers and business partners. We organize more

than 1,200 events every year to bring business contacts together.

Other services provided by ADVANTAGE AUSTRIA offices range

from introductions to Austrian companies looking for importers,

distributors or agents to providing in-depth information on Austria

as a business location and assistance in entering the Austrian

market.


iconvienna

Foreword

Make contacts

to contracts!

KR Dr. René Alfons Haiden

Chairman iconvienna

ıconvıenna

ınvestments for europe

Die iconvienna findet heuer zum

13. Mal statt und ist längst ein

geschätztes Umfeld für hochkarätigen

Erfahrungsaustausch.

Wie in jedem Jahr, werden auch heuer

wieder Experten und Entscheidungsträger

aufeinander treffen und über

aktuelle Themen und Trends diskutieren.

Neben dem essentiellen Networking,

fördert die Plattform auch

die Zusammenarbeit zwischen Unternehmen

und Vertretern aus über 50

verschiedenen Ländern.

Dieses Jahr freue ich mich zudem

über die vierte Herausgabe des iconannual

– The European Business

and Investment Magazine. Auch diese

Ausgabe bietet wieder interessante

Einblicke in spezielle Themenbereiche.

Neben diversen Fachbeiträgen,

handelt das Magazin unter anderem

von internationalem Business, immateriellen

Vermögenswerten, Städten

als Knotenpunkte für Wachstum und

vielem mehr.

Ich wünsche allen Partnern und

Teilnehmern der iconvienna viel Erfolg

und gute Unterhaltung!

Iconvienna is taking place for the

13 th time this year and it already is

a highly-rated platform for Top-Level

Business Networking. Top experts

and decision makers meet this

year again and discuss current topics

and trends. Beside the important

exchange of know-how provided by

iconvienna, it also fosters cooperation

between companies and representatives

from more than 50 countries.

I am very happy to hear about

the fourth publication of iconannual

– The European Business and Investment

Magazine. This year’s issue

offers interesting insights in international

business, intangible assets,

cities as hubs for growth and many

more.

I wish all partners and participants

a successful forum!

Foto: Haiden

The European Business and Investment Magazine iconannual 7


8 iconannual The European Business and Investment Magazine

Foto: istockphoto.com


City of Vienna

Foreword

Willkommen in Wien!

Welcome to Vienna!

Dr. Michael Häupl

Bürgermeister und Landeshauptmann von Wien

Mayor and Governor of Vienna

Foto: Stadt Wien/PID, Fotograf Ian Ehm

Mit der iconvienna liegt Wien

auch heuer im Fokus von

Fragen und Problemstellungen

in den Bereichen

Wirtschaft und Information. Diese

Veranstaltung, die bereits zum

dreizehnten Mal stattfindet hat

sich zu einem der bedeutendsten

Foren unter dem Motto „Brand Together“!

entwickelt. Unternehmern

und Projektplanern aus dem zentraleuropäischen

Raum und Russland

haben in Wien, in der Mitte

der Region, die Möglichkeit die

Kontaktmöglichkeiten zu fördern

und zu entwickeln.

Die Konferenz leistet ihren Beitrag

zur wirtschaftlichen Zusammenarbeit

in Europa und ist in

Zeiten von momentanen globalen

Machtverhältnissen von Bedeutung,

ja von sehr großer Bedeutung.

Wien ist dafür geeigneter

Veranstaltungsort, da schon immer

Dreh- und Angelpunkt zwischen

Ost und West. Wir sind eine Stadt

des Dialoges.

Als Bürgermeister und Gastgeber

für die Stadt Wien freue

ich mich sehr über die abermalige

Wahl unserer Stadt als Veranstaltungsort

dieses hochkarätigen

Forums. Ich wünsche allen Teilnehmerinnen

und Teilnehmern

interessante aber auch informative

Tage in Wien – und bitte genießen

sie auch unsere schöne Stadt.

The European Business and Investment Magazine iconannual 9


10 iconannual The European Business and Investment Magazine

Foto: Landeshauptstadt St. Pölten/Werner Jaeger


Lower Austria

Foreword

iconvienna − eine der

bedeutendsten

Businessplattformen

Foto: BMI/Alexander TUMA

Mag. Johanna Mikl-Leitner

Landeshauptfrau von Niederösterreich

Governor of Lower Austria

Eine der bedeutendsten Wirtschafts-

und Businessplattformen

im Herzen von Europa

– dabei kann es sich nur

um die iconvienna handeln. Seit

Jahren wird das Business Forum

erfolgreich von Meinungsbildnern,

Führungskräften und Unternehmern

aus Österreich, Europa und

auf der ganzen Welt besucht, um

Ideen, Unternehmen und Regionen

zu verknüpfen. Dabei kann jeder

Teilnehmer/jede Teilnehmerin

sein/ihr persönliches Netzwerk an

Kontakten ausbauen und neue interessante

Personen aus der Branche

kennenlernen. Aber auch wir, das

Land Niederösterreich profitiert

von den Inhalten und Themen der

Expertinnen und Experten. Damit

geben sie uns wertvolle Inputs, wie

wir uns weiterentwickeln können,

welche Trends bevorstehen und

wie wir uns für zukünftige Vorhaben

wappnen können.

Daher wünsche ich allen Teilnehmerinnen

und Teilnehmer des

Forums einen spannenden und informativen

Tag in Wien. Ich freue

mich, wenn der ein oder andere

anschließend nach Niederösterreich

kommt und sich auch hier

von unserer einzigartigen Landschaft

und exzellenten Unternehmerschaft

überzeugen kann.

The European Business and Investment Magazine iconannual 11


12 iconannual The European Business and Investment Magazine

Foto: Dragan TATIC Foto: Creative Commons/Mahmoud


Ministry for Europe, Integration and Foreign Affairs

Foreword

Challenges and

opportunities

Sebastian Kurz

Federal Minister for Europe,

Integration and Foreign Affairs

Foto: Felicitas Matern/feelimage.at

We are living in times of

profound changes in

technology, society and

business. This means

challenges in some regards, but

also great opportunities. We must

not forget, that all great inventions

initially were ideas on how to push

borders. That is why we need to

support innovation as a means for

enhanced competitiveness, stronger

economic growth and increased

wellbeing of our people. I am deeply

convinced that we need more of

a culture of innovation, a readiness

to take risks as well as a strong conviction

that entrepreneurship and

new ideas can change the world.

iconvienna 2017 is an integral

part of such future-oriented thinking.

By connecting executives, project

partners and entrepreneurs

from different regions, the forum

makes us all better prepared to face

future challenges and recognise

upcoming opportunities. I therefore

warmly thank and congratulate

the organisers of the 13 th International

Business and Investment

Forum for their active engagement

and wish them and the participants

all the best for the event.

The European Business and Investment Magazine iconannual 13


14 iconannual The European Business and Investment Magazine

Foto: WKO


Austrian Federal Economic Chamber

Foreword

iconvienna −

The perfect

networking event

in Vienna

Dr. Christoph Leitl

President Austrian Federal

Economic Chamber

Foto: Doris Kucera

Iconvienna is taking place in Vienna for the

13 th time as a platform for transnational

meetings between leading decision-makers

in the fields of business, politics and science

at the premises of the Austrian Federal

Economic Chamber. Therefore, 1 am proud

that this prestigious and internationally established

conference underlines Austria's importance

as a meeting place specifically for

companies and institutions from the Central,

East and Southeastern European and Central

Asian region, thus demonstrating our country's

outstanding ability to f acilitate international

business and social contacts.

In many countries of these regions Austria

has become one of the major business partners

over the last couple of years, either as

destination for our goods and services or as a

location for production facilities and subsidiaries.

Our companies engage in a vast variety

of business activities, ranging from retailing

or oil industry to financial and transportation

services, along with professional services

such as legal or tax consulting. Austrian

production lines are found throughout all industries.

The main issues stressed within the scope

of iconvienna are internationalization, innovation,

international branding and the role of

future cities as hubs for growth.

iconvienna's secret to success lies in the

qualitative and up-to-date knowledge transfer,

but also in its attractive supporting program.

The platform strongly encourages the

globalization with the exchange of ideas and

experience between its international participants.

Therefore, the slogan of the event

“Grow together” should motivate everyone

to build and grow professional networks and

subsequently realize tangible business co-operations.

The European Business and Investment Magazine iconannual 15


W24.at

facebook.com/W24TV

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DAS KANN SICH SEHEN LASSEN.

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Vienna Chamber of Commerce and Industry

Foreword

Die tagliche

Innovation

DI Walter Ruck

Präsident der Wirtschaftskammer Wien

President Vienna Chamber of

Commerce and Industry

Foto: G. Weinkirn

Wir entwickeln uns weiter

und zwar jeden Tag.

Die Herausforderungen

sind durch die digitalisierte

Welt immer vielseitiger und

schneller, damit steigt der Anspruch

an uns und unser Umfeld.

Doch wer sich verschließt wird

nicht mit dieser Zeit gehen können.

Egal in welchem Feld man tätig ist,

Trends gehen uns alle an.

Damit wir gemeinsam Antworten

finden, ist es essentiell, dass

die internationale Gemeinschaft

in die Umsetzung geht, daran

führt kein Weg vorbei. In Österreich

denke ich dabei vor allem

an die Transsibirische Eisenbahn

und die dritte Piste am Flughafen

Wien. Doch wissen wir alle, dass

wir das Tor nach Afrika aufstoßen

müssen, um miteinander zu wachsen.

Jede Konferenz die dies fördert

ist ein Baustein auf dem Weg

in eine innovative Zukunft. Das

Motto „Brand Together“ zielt genau

in diese Richtung ab und muss

damit Leitbild nicht nur für alle

Teilnehmer sondern uns alle sein –

denn nur die Wirtschaft schafft

Arbeitsplätze. In der Politik können

nur die Rahmen richtig gesetzt

werden, dass sich die Wirtschaft

auch entfalten kann – egal ob auf

nationaler oder internationaler

Ebene. Nutzen Sie Wien als Kongress-

und Diplomatiehauptstadt

um in die Umsetzung zu kommen!

The European Business and Investment Magazine iconannual 17


18 iconannual The European Business and Investment Magazine

Fotos: Embassy of the Dominian Republic


Dominican Republic

Greetings

Dominican Republic,

a country of unique

opportunities

H. E. Ramón Quiñones

Ambassador of the Dominican Republic to Austria, and Bulgaria.

Dean of the Diplomatic Corps for Latin America and Caribbean

As the Ambassador of the Dominican Republic

to Austria and the Dean of the Diplomatic

Corps from Latin America and the Caribbean,

I would like to thank the European Business

and Investment Forum iconvienna 2017 presided by

Dr. Gerhard Hrebicek and his team for their kind invitation

to participate once again in this important

event, which allows us to exchange economic and

commercial strategies and experiences, as well as

unique opportunities for investment.

Thanks to his privileged geographic location, the

Dominican Republic has become an important commercial

gateway between America, Europe and the

rest of the world. Its position in the heart of the Caribbean

provides international trade fast and efficient

means of transportation through 8 international airports,

12 sea ports, 5 cruise ports and more than 270

international flights daily, thus making the country

the ideal “Caribbean Hub” for exports and an attractive

tourist destination which received about 6 million

visitors in 2016.

The Dominican Republic is currently one of the

most privileged countries in Latin America and the

Caribbean in terms of business environment owing to

its vast natural resources, a stable political environment,

as well as a conducive legal framework for foreign

investments, economic stability and a bilingual

and trained labor force. These factors have allowed

sustained economic growth averaging more than 5 %

over last 10 years, achieving 7 % in 2015 and 6.6 % in

2016. The main areas of investment are: free economic

zones, textile and footwear industry, renewable

energy, customer contact centers & business process

outsourcing, film industry, software development,

medical devices, infrastructure, tourism, telecommunications,

mining and agroindustry.

Export products comprise almost 4,000 high quality

product lines at very competitive prices ranging

from agroindustry, health and beauty, construction,

manufacture and industry, technology and cultural

goods present in more than 170 international markets

with preferential access to more than 900 million

consumers through 5 trade agreements including

with the European Union and the U.S.A. In the agriculture

and livestock areas, we are renowned for being

one of the main exporters of (bio)tropical organic

products, such as cacao, bananas, mango, as well as

other worldwide highly regarded products like rum,

cigars, different sorts of peppers and avocados.

I wish iconvienna the best of success in 2017.

Foto: Embassy of the Dominian Republic

The European Business and Investment Magazine iconannual 19


20 iconannual The European Business and Investment Magazine

Fotos: Embassy of Argentinia


Argentinia

Greetings

Congratulations

to iconvienna 2017

H.E. Rafael Mariano Grossi

Ambassador of Argentinia to Austria

It is an honour to welcome the 13 th iconvienna, Central

Europe’s prominent investment forum, and refer

to my country’s economy and investment opportunities.

The Argentine Republic has strong fundamentals,

which underpin its potential to become a regional

economic engine. It is the third largest Latin

American economy, after Brazil and Mexico; the

fourth most populous country in the region, with 43

million inhabitants; and the world’s eighth largest

country in terms of territory, encompassing diverse

climates and terrains.

Argentina boasts a wealth of varied and available

natural resources: 53 % of agricultural land; abundant

reserves of oil, gas, minerals and water; and optimal

conditions for the development of wind, solar,

biomass and hydro power. The country is also rich

in human capital, ranking first in Latin America’s

Human Development Index and exhibiting an educational

attainment comparable to emerging economies

in East Asia and Central and Eastern Europe.

The Macri Administration has undertaken a

comprehensive program to reform the economy and

realize its potential. Key initiatives include: removing

capital controls and repatriation restrictions;

resolving defaulted debt; regaining access to global

financial markets; removing export taxes and import

restrictions; implementing a government e-platform

for tenders; setting up a Public-Private Partnership

(PPP) regulatory framework; relaunching the National

Statistics Bureau (INDEC); and establishing a

4-year plan to eliminate primary fiscal deficit.

Argentine GDP growth, currently over 2.7 %, is

expected to be strong in the next years. There are investment

opportunities in all regions of the country

and in all sectors of the economy, with renewable

energies being one of the most promising. Marking

a relevant milestone, Act 27.191 was passed in 2015,

setting forth that 20 % of energy must be produced

from renewable sources by 2025. Subsequently, the

RenovAR Program was launched in 2016, calling

for a Public Tender Process for contracts with the

wholesale electricity market (MEM) aimed at generating

electrical power from renewable sources. RenovAR

Rounds 1 and 1.5 have been very successful,

with Round 2 expected to launch in Q2 2017. I invite

you to join in the country’s development in a context

of rapid growth and concrete opportunity.

Foto: Embassy of Argentinia

The European Business and Investment Magazine iconannual 21


22 iconannual The European Business and Investment Magazine

Foto: Cuban Embassy


Cuba

Greetings

Cuba: A place

to invest

H. E. Juan Antonio Fernández Palacios

Ambassador of the Republic of Cuba in Austria and Permanent

Representative to the United Nations Office at Vienna and the

International Organizations based in Austria.

Cuba develops an updating process of

its economic model and it´s gradually

advancing in the implementation of

the strategic vision for the development

of the economy, with a mid and longterm

vision.

A favorable business climate has been

set up in Cuba with the passing of Law No.

118 “Foreign Investment Act” and its complementary

norms. Other advantages are

added to tax incentives like high qualified

workforce; political and social stability; geographical

location in the centre of an expanding

market and basic infrastructure

throughout the country.

The energy sector is one of the 12 areas

prioritized for foreign investment. Cuba generates

95% of its electricity using fossil fuels

and we are working to change the country´s

energy matrix by taking advantage of renewable

energy sources.

The potential for solar radiation recorded

in the country is approximately 5KWh per

square meter per day and it has been identified

areas with the best prospects for the construction

of photovoltaic parks, prioritizing

for foreign investment those which could be

built as part of the isolated electrical systems

serving tourist resorts on remote keys.

The tourism is also an important and prioritized

sector. Foreign investment participation

in this sector is directed to promote

hotels through new building or rebuilding of

accommodations facilities as well as of the

complementary infrastructures. Another aim

is to diversify the management and commercialization

of tourist facilities by renowned

foreign chains. Cuban tourism is the force

driving other sectors of the economy.

The country’s Portfolio of Business Opportunities

for foreign investment includes

395 projects valued at more than $9.500 billion

USD.

The Special Economic Development

Zone of Mariel (ZEDM by its Spanish acronym)

is a visionary project located in the

center of the Caribbean Sea, very attractive

for investments.

Foto: Cuban Embassy

The European Business and Investment Magazine iconannual 23


Fotos: Embassy of Venezuela

Los Roques is a Venezuelan archipelago that

consists of about 50 islands, located in the Caribbean

Sea, 168 km to the north of La Guaira, the port of

Caracas. Due to its beauty and ecological importance,

it was declared national park in 1972.

What makes Los Roques a majestic place is the enormous

expanse of calm sea, the presence of lagoons,

cays, beaches of white sands of coral origin and crystalline

waters of extraordinary colours.

Los Roques is a dream place for lovers of diving, windsurfing

and fishing.

24 iconannual The European Business and Investment Magazine

Foto: istockphoto.com


Venezuela

Greetings

Los Roques a Paradise

of crystalline waters

and white sand

H. E. Jesse Chacón

Ambassador of the Bolivarian Republic of Venezuela

to Austria, Croatia and Slovakia

I

would like to express my sincere

congratulation to the European

Business and Investments Forum –

iconvienna – for its 13th Anniversary.

This is the third-time Venezuela is

participating, and we are aware of its

excellence as a network to establish

new cooperation and interchange of

business ideas.

Allow me to present my country as

a destination full of opportunities in

opening new markets. In recent years,

the Venezuelan Government has implemented

policies to give new impetus

to areas such as agriculture, industry,

mining, technology and tourism.

Venezuela is a country opened to

the world that combines the charisma

of our people, the richness of our nature

and wildlife, and the spectacular

landscapes with the variety of exotic

places.

Destinations that comprise the

mountains, beginning with the Andes,

which consists mainly of paramo

vegetation and low temperature. The

llanos, the plain area, dominated by

plateaus, lakes and pastures. Flora

and fauna make it part of our attractive

places. The jungles and savannah,

one of the most exotic and mystic destinations

where the highest waterfall

in the world – Ángel Fall or Kerepakupai

Meru in indigenous language

and the tepuis remain. Without forgetting

the coast, Venezuela counts with

a paradise of crystalline waters and

white sand beaches.

We believe that iconvienna is an

excellent opportunity to expose our

grandiose country and to enhance our

strategic partnership with European

countries, especially with Austria, establishing

relations based on cooperation

and solidarity.

Foto: Embassy of Venezuela

The European Business and Investment Magazine iconannual 25


26 iconannual The European Business and Investment Magazine

Foto: Embassy of Colombia


Colombia

Greetings

Peace as the

foundation of a stronger

Colombian economy

H. E. Jaime Alberto Cabal Sanclemente

Ambassador of the Republic of Colombia to Austria, and

non-resident Ambassador to Croatia, the Czech Republic,

Hungary, Montenegro, Serbia, Slovenia and Slovakia.

Former Minister of Economic Development of Colombia.

Foto: Embassy of Colombia

The Peace Agreement signed between the government

of Colombia and the rebel group FARC-EP

implies a substantial improvement for the existing

economy opening doors to new opportunities

and the consolidation of different sectors both

in cities and rural areas, historically affected by the

armed conflict.

Currently, Colombia has a GDP of US$ 292 billion

and a GDP per capita of US$ 6.056 but according to official

agencies, Colombia’s annual GDP growth could

turn out higher than expected as a result of the Peace

Agreement.

The government will invest around US$ 13,7 billion

in 2017 in different economic and social sectors, resulting

in 765.433 new jobs and an expected GDP growth

of 2.6 %.

Furthermore, US$ 8,5 billion will be invested in

housing and education sectors, which will result in a

rise of housing solutions by 33 %. The investment of US$

3,13 billion in the development of thirty Fourth Generation

(4G) road projects will lead to the creation of 313.784

employments and a GDP growth of 0.35 % in 2017.

In addition, there will be an investment of US$ 2.8

billion in improvements of 51 airports as well as of US$

1,2 billion in port concessions and US$ 1.8 billion for

the improvement of the navigability of the Magdalena

river.

The agriculture sector plays a key role in the

post-agreement period through substitution policies

of illegal cultivation, demining and the reconstruction

of small infrastructure projects. Therefore the government

will be investing US$ 5,3 billion in order to promote

the creation of infrastructure projects by private

businesses or organizations in the rural areas which

are most affected by the armed conflict.

The tourism sector has become a major driver for

growth. Over the last years, the number of incoming

tourists increased from 4.4 million in 2015 to 5.3 million

in 2016 and for 2017 a number of 7 million incoming

tourists is expected.

Colombia is becoming a country of increasing business

opportunities in a consolidated and stabilized

economy positioning itself as a strategic partner both

on a regional and international level.

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28 iconannual The European Business and Investment Magazine

Foto: Embassy of Guatemala


Guatemala

Greetings

Guatemala −

the largest economy

in Central America

Foto: Embassy of Guatemala

H. E. Antonio Roberto Castellanos López

Ambassador of the Republic of Guatemala to Austria,

Czech Republic, Slovakia, Slovenia and Hungary

It is a great honour to greet you distinguished readers

of iconannual in this edition of the European Business

and Investment Forum and celebrate another

year of success in promoting business and trade in

Austria and neighboring countries.

Guatemala is the most populated country and largest

economy in Central America and given its economic

stability, steady growth and foreign investment promotion

policies, there are significant opportunities for

European Union and international businesses, including

sectors such as clean energy, security, infrastructure

and construction, education and the retail market.

The country economy has grown by 3.7 percent on

average in the 2012-2015 period.

Guatemala also offers a strategic geographical location

from which to access member countries of the

“Meso-America Iniciative”: A market including over

fifty urban centers, a population of 68 million and a

regional economy worth some US$319 billion. On

its part, Guatemala has also signed free-trade agreements

with neighbors including Mexico, Panama, the

Dominican Republic-CAFTA; Colombia, Chile and the

Association Agreement with the European Union and

Central America.

Lacking a major refinery, most of Guatemala's heavy

crude oil, is exported to the United States and Canada.

Contracts for oil and gas exploitation are commonly

signed for a 20-25 years period, with an option for renewal.

Energy: Guatemala is the strongest potential biofuel

producer in Central America, given the country's high

yields of sugarcane and palm oil and its efficient local

industries.

Agriculture and foodstuffs:. The sector generates

direct employment for more than 75 000 people and

353 000 indirect jobs. Guatemala has approximately

11 million hectares of fertile soil of which only 12 per

cent is cultivated.

Coffee: Guatemala ranks second in the world after

Colombia, in the amount of high-grade coffee production,

and has the highest percentage of its crop classified

as "high quality" by international buyers. In terms

of exports, coffee is Guatemala's flagship product: In

2011 and 2012, exports of more than US$2.13 billion

were recorded.

Infrastructure: Guatemala is the logistics and services

center of the region, thanks to a large road network

and efficient ports on the Pacific and Atlantic oceans

(Caribbean Sea), along with airports in Guatemala City

and Flores, Petén.

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30 iconannual The European Business and Investment Magazine

Fotos: Embassy of El Salvador


El Salvador

Greetings

Introducing

El Salvador

H.E. Lucía Rosella Badía

Ambassador of El Salvador to Austria and

Permanent Representative to UNO Vienna

The Embassy of El Salvador is

pleased to participate in the 2017

edition of Inconvienna. This important

platform in Austria allows us

to interact with business people interested

in networking with decision makers in

different areas, finding new partners and

provide them with up to date information

about business climate and opportunities.

El Salvador is a business bridge between

North and South America, and is

also part of the bi oceanic corridor linking

Europe to Asia. Our current trade agreements

provide preferential access to major

markets in America, Europe and Asia,

with flexible rules of origin and significant

reductions on import tariffs.

El Salvador is fully committed to the

United Nations 2030 Agenda. On the economic

side, public and private sector are

working towards an inclusive industrial

development with sustainable growth

associated with productive employment,

innovation, development of technology,

participation of small and medium sized

enterprises, labor rights and respect for

the environment.

Central America and the European Union

have consolidated their economic relations

through an Association Agreement.

For business opportunities, this agreement

promotes trade expansion through the reduction

of tariff barriers and the provision

of trading standards and technical regulations

and promotion of regional economic

integration. This agreement entails the

commitment to establish a free trade zone

with the EU.

Regarding investment, El Salvador

stands out for its qualified labor force, infrastructure

connectivity and monetary

stability. Our legal framework offers attractive

tax incentives to companies and guarantees

the protection of their investments.

Over the years companies established in

El Salvador have relied on our International

Service Law, Industrial Free Trade Zone

and Commercialization Law, Tourism Investment

Law and Renewable Energy Incentives

Law. Among some sectors to are

the following: Aeronautics; Logistics and

infrastructure; Offshore Business Services.

Agro-industry; Tourism; Energy; Light

manufacturing.

Foto: Embassy of El Salvador

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32 iconannual The European Business and Investment Magazine

Fotos: Embassy of Costa Rica


Costa Rica

Greetings

Costa Rica:

much more than its

famously natural beauty

Foto: Embassy of Costa Rica

H.E. Pilar Saborio de Rocafort

Ambassador of Costa Rica to Austria

The Costa Rica’s growth is the result of having a diversified

portfolio of trading partners with 14 FTA

in force, 4 FTA in process, 15 BIA. We are also an

active member of the WTO, and we have a Roadmap

for Accession to the OECD.

Costa Rica is unmatched as the top choice for investing

in the region and organise their export portfolio in 7

main productive sectors:

1. Exotic and Fresh Products: Tropical Fruits, Vegetables

and Greens, and Roots and Tubers.

2. Plants, Flowers and Foliage: more than 11 thousand

species of plants have been on our inventory.

3. Food Specialties: a consolidated industry offers the

most exquisite culinary expressions to delight even

the most demanding palate.

4. Furniture: we have 7 categories of furniture to offer.

5. Personal Care: Natural & Organics, Specialized and

Retail Health, and Spa Products.

6. Biotechnology: Costa Rica ranks No. 1 in availability

of engineers and scientists and No.2 as medical

devices exporter in Latin America since 2010 (World

Economic Forum 2014-2015 Report).

7. Aerospace Industry: Costa Rica Aerospace Cluster

comprises a group of local businesses that work

together in R&D within the aerospace, and thrive

thanks to the pool of highly skilled local talent that

has allowed inserting itself in the high-tech Global

Value Chain.

According to Site Selection Magazine 2016 we are in

the top 5 “Best to Invest” countries in the world and has

become the preferred location in LATAM for industry

leaders that seek growth opportunities in the most reliable

and safe environment:

1. Services: Costa Rica is the No.1 Exporter of high value

added services in Latin America.

2. Advanced manufacturing: Costa Rica is also leader

in production process sophistication in Latin America

and yes, we do rocket science.

3. Life Science: we are the second largest exporter of

Medical Devices in Latin America in Class I to Class

III medical devices.

4. Light Manufacturing: since 2013, almost 40% of total

exports of goods were linked to global value chains.

Our talent is very much familiarized with working

under the ISO9001, ISO14001, ISO22000, and BASC

among many others.

5. Food Industry: Costa Rica offers +350 different agricultural

and food-processed goods to export and

more than 130 destinations. We are also home of food

companies in the world ranked by Food Processing's

Top 100.

Today, European Union is our third largest trading

partner after the US and China. Costa Rica is a Member of

the EU-Central America Association Agreement, a threepart

agreement covering free trade, political dialogue

and co-operation. The country represents the 63.5% of

Central American exports to the EU and the spot as “best

export performance in Latin America” In 2016.

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34 iconannual The European Business and Investment Magazine

Foto: istockphoto.com


Paraguay

Greetings

Business opportunities

in Paraguay

H.E. Horacio Nogués Zubizarreta

Ambassador of the Republic of Paraguay to Austria

Representative to United Nations in Vienna

and other international organizations

The Embassy of Paraguay in Vienna has the honor

to congratulate the 13 th the European Business

and Investment Forum that provides a very important

platform to promote business, exchange

experiences and contact network.

Paraguay is a World Class food producer; open and

connected to the world; with high rates of development,

rule of law and public safety; environmentally sustainable;

with women inclusion and young entrepreneurship

as trademark; and a Government that promotes solidarity

and transparency.

The Business Opportunities Paraguay offers include:

Labor Intensive companies taking advantage of the Free

Trade Zone for installing industrial platforms, The implementation

of the High – Tech Assembly Act providing

advantages for Labor Intensive Companies, Preferential

access to MERCOSUR through a List of Exemption

for goods, as a driver to increase the competitive of the

industry, Focus on Productive Chain Integration with

Brazilian companies to take advantage of existing markets

and Industrial Parks promoting the installation of

Food Service, Financing and Logistics companies. The

most competitive Paraguayan products are: clothing,

food, plastic articles, insecticides and pesticides, leathers,

balanced and animal feed, footwear.

In recent years, the tourism sector has undergone a

significant expansion thanks to the warn climate and

the known hospitality of Paraguayans.

Paraguay has gone from being the best kept secret of

Latin America to stand out as an attractive investment

destination because of our favorable business climate.

PARAGUAY IN THE WORLD… we are:

1° Producer of Renewable Energy

2° Producer of Stevia

3° Producer and exporter of yerba mate

3° Owner of barge fleet

4° Soybean exporter

4° Largest exporter of soybeans

4° World exporter of cassava starch

6° Largest producer of soybeans

6° Largest exporter of maize

6° Largest exporter of beef

6° Largest exporter of wheat

Our sincere gratitude to iconvienna for the opportunity

to participate in this edition of this important business

forum.

We invite you to visit Paraguay and to know the opportunities

we have to offer to the world.

Foto: Embassy of Paraguay

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36 iconannual The European Business and Investment Magazine

Fotos: Embassy of Uruguay


Uruguay

Greetings

Work and invest

in Uruguay

H.E. Bruno Javier Faraone Machado

Ambassador of Uruguay to Austria,

Czech Republic, Hungary and Slovakia

The Oriental Republic of Uruguay, hereafter referred

to as Uruguay, is a small country both in

size and population. Its culture, health and living

standards are among the highest in Latin America.

Long known as the "Switzerland of South America",

the country covers an area of just 186,000 sq km (72,000

sq miles) and more than half its 3.5 million people live

in greater Montevideo, the rest spread among attractive

coastal towns and the interior of the country, dedicated

to cattle, sheep, rice, and fruit production.

From 2003 onwards, the flow of foreign direct investments

has dramatically increased in different sectors of

our economy, especially in Forest & Cellulose – with two

state-of-the-art plant mills with large scale of production

–, Transport and Logistics, Telecommunications,

Information Technology, Retail & Consumer, Energy and

Agribusiness.

Changes in the energy matrix were introduced, focusing

on renewable sources (wind mills, solar farms,

biomass), and Oil & Gas prospecting has started in the

maritime platform.

An infrastructure investment plan has been recently

announced by President Tabaré Vázquez – for an

amount of USD 12bn during his term of duty –, focusing

on energy, roads, social and housing investments,

communications and water, among other, with the participation

of the public and private sector.

Uruguay offers significant advantages to those who

are currently evaluating doing business and making

investments in South America.

It is a country with a strong respect for the rule of

law and the essential grounds of the economic activity.

This is why it ranks among the top countries in Latin

America according to the main rankings which gather

information on aspects of political stability and democratic

soundness. In Uruguay there are no differences

in the treatment of national and foreign capital and

incentives to investment promotion are available for

both. There are no limits for foreign capital endowment

in companies either.

For years the country has shown a strong political

and social stability, supported by a consolidated democracy

and strong legal certainty. This consolidated

institutional framework, the deep respect for democracy

and the low corruption of the country have placed

Uruguay in the first position in the Democracy Index

compiled by The Economist Intelligence Unit (2015)

and the Perception Corruption Index of Transparency

International (2015) with respect to other Latin American

countries.

Welcome to Uruguay, a country to invest, work and

live in.

Foto: Embassy of Uruguay

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38 iconannual The European Business and Investment Magazine

Fotos: Slovakian Embassy


Slovakia

Greetings

Dear readers!

H. E. Juraj Macháč

Ambassador of the Republic of Slovakia to Austria

I

t’s a great pleasure for me to address you in iconannual

also this year. Since I’m the Ambassador

of Slovak republic in Vienna, I could have

never missed the opportunity to take part in

such a valuable event as the iconvienna undoubtfully

is. The motto “Make contacts to contracts”

tells everything by itself. Networking effect plays

not only a huge role in the cross-border businesses

but in developing regions as well.

Also many regions in Slovakia have gained

much through these investments. Particularly

automotive industry has recognised comparative

advantages. In 2016, Slovakia has again surpassed

the production of one million cars, which means

that our country produces the most cars per capita

in the world.

The first strong investment in this field was

Volkswagen in Bratislava. Since its opening, the

factory has produced over 3 million of vehicles,

6 millions of gearboxes and 200 millions of components.

Also due to very successful story of automotive

giant factory in our capital, Bratislava

once again is considered one of the wealthiest

regions in Europe. According to the newest research

of European Commission is Bratislava the

region with the 3rd highest production per capita.

Peugeot-Citroën in Trnava is another example

of how successful investments in Slovakian

regions can be. The production increased every

year and reached its peak in 2015 with more than

300 000 cars produced.

The third big automotive company producing

in the northern part of Slovakia is KIA. The factory

situated near Žilina has contributed in the

huge amount to the development of the region.

The production of this factory also started in

2006. Nowadays it’s able to produce more than

350 000 cars annually.

The whole new adventure for Slovakia brings

the investment of British Jaguar- Landrover, who

decided to move part of its production to the continental

Europe. The 4th great automotive brand

in Slovakia starts the production of Land Rover

Discovery in 2018.

But automotive industry is just a part of a story.

I believe that Slovakia has much more to offer.

Our task is to use our advantages even more. iconvienna

and other useful forums play a crucial role

in the process of achieving that goal. I wish the

European Business and Investment Forum to be

this year even more successful than ever before.

Foto: Slovakian Embassy

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40 iconannual The European Business and Investment Magazine

Foto: istockphoto.com


Romania

Greetings

Dear readers!

H. E. Bogdan Mazuru

Ambassador of Romania to Austria

Innovative entrepreneurship and brand stimulation

are needed nowadays to fasten economic growth all

around the world. iconvienna initiative to focus this

year forum on brand and innovation aspects must

be applauded. Debates, know-how and best practice

exchange are important for understanding where we

stand and how to improve our status. I congratulate

iconvienna for being a platform for discussions and

cooperation for more than a decade.

Romania is committed to strengthen its economic

growth through innovation and research. The National

Strategy for Research and Innovation, adopted in

2014, established to empower research and innovation

activities and to offer substantial funds in these

directions. Subsidies and different fiscal facilities are

granted to the companies for research and innovation

activities. For example, starting with 2017 companies

and employees are exempted from income taxes for

research activities.

Romania is a stable economy with an economic

growth which exceeded EU-28 average in last years.

After a GDP growth of 3.8 % in 2015, a 5 % growth followed

in 2016, which makes Romania the best performing

country within EU. Industry sector followed by

ICT were the main contributors to the GDP’s growth.

Companies are stimulated through tax exemption to

reinvest their profits in technological development

and to develop their innovative capabilities. More and

more Romanian products need to become well known

brands around the world like RAV or BitDefender antivirus

systems.

Romania has a good technical high education system,

which in conjunction with government measures

to stimulate innovation and research will improve

our country results in near future. Investors from

Austria and wide world should put Romania on their

future investment map for R&D plans.

Romania offers business opportunities in other

areas, too. After industrial sector, agriculture and tourism

have great potential of growth. We have a fertile

soil for agriculture and wonderful places for tourists.

Cooperation in these areas will be beneficial for both

sides.

Culture is another important issue for Romanian

people. We love traditional and modern arts and we

are open to exchange ideas and emotions through art

with other cultures. In recognition of that, a second

Romanian city, Timisoara, will become the European

Capital of Culture in 2021, after Sibiu, which played

this role in 2007. We invite you to visit us and to start

businesses in Romania!

Foto: Romanian Embassy

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42 iconannual The European Business and Investment Magazine

Foto: istockphoto.com


Bulgaria

Greetings

Sofia − die Planung

eines Mittelpunkts von

nationaler und regional

europaischer Bedeutung

H.E. Ivan Sirakov

Ambassador of the Republic of Bulgaria to Austria

Foto: Romanian Embassy

Sofia hat ein bemerkenswertes Motto im

Stadtwappen: „Wächst, aber altert nicht“.

Der Stadtplan von Sofia vermittelt bereits

beim ersten Blick den Eindruck einer

ge-ordneten Metropole. Die Stadt besitzt

ein übersichtliches Straßensystem und einen

funktionsfähigen öffentlichen Transport, einschließlich

der U-Bahn, dessen drittes Diameter

in der Realisierungsphase steht. Das System von

öffentlichen Grünräumen und die Bemühungen

um ein zusammenhängendes Netz von Radfahrwegen,

sowie eine Reihe von weichen Standortfaktoren,

die in das Stadtsystem integriert sind,

vervoll-ständigen das Image einer modernen

und zukunftsorientierten Metropole.

Die Lage von Sofia an der Kreuzung zweier

wichtiger europäischer Korridore und die günstigen

natürlichen Bedingungen haben bereits in

der Antike den Römischen Kaiser Konstantin

dazu bewogen, diesen Standort als Residenzstadt

auszubauen. Seit der Gründerzeit erfährt

die Stadt eine für europäische Verhältnisse beispielloses

Wachstum – die Einwohnerzahl ist

seit 1878 von 12.000 auf 1,5 Millionen gestiegen.

Neben den bereits erwähnten günstigen Standortfaktoren

wurde von Beginn an die Bedeutung

der Stadtplanung für die Bewältigung des rasanten

Wachstums und für die Etablierung der Stadt

als Mittelpunkt der nationalen Entwicklung

erkannt. Bereits die ersten Pläne, ausgearbeitet

von Experten aus der Donaumonarchie, bringen

den Optimismus der Zeit und die Zuversicht

in die Zukunft der Hauptstadt zum Ausdruck.

Diese Pläne folgen dem Leitbild des rationalen

Großstadtmodells und haben eine bewundernswerte

Entwicklungsfähigkeit erwiesen.

Die aktive Planungstätigkeit begleitet seitdem

die Entwicklung der Stadt und wird heute

im öffentlichen Bewusstsein als Notwendigkeit

und als Vorauszahlung für deren Erhalt

als nationalen Mittelpunkt verstanden. Diese

Einstellung erweist sich als entscheidende Voraussetzung,

um ihrer Rolle als Standort von europäischer

Regionalbedeutung gerecht zu sein.

The European Business and Investment Magazine iconannual 43


Brand Global Council

Brands are one of the

but least understood

companies

The "Brand Global Council for Value and

Sustainable Growth" was founded to

change that.

It is a global council of countries, organizations

and professionals working to improve and

communicate to all stakeholders the value

of brands and their contribution to overall

economic and societal wellbeing and inclusive,

sustainable development.

Background

Over the years intangible assets have grown more

and more in importance and brands have grown in

their value too! The world has come online and there

are many new markets and a growing middle class

in countries like India, China, Brazil, Russia, South

Africa, Nigeria, Indonesia and many more places. Not

only will the value of brands continue to grow but

brands can play an important role in the growth of

these areas.

This proximity breeds innovation. Cities are hubs

of productivity, innovation, goods and service providers

for their regions. Consumers buy brands, not

products. The best brands today are meaningful in

the lives of consumers. They are much more than

products, names, advertising, etc. Brand performance

management is a challenge that requires a sophisticated

strategy and professional partners.

From an organization’s viewpoint, a strong brand is a

valuable asset. It is, however, an intangible asset. Its

value to the company ultimately depends on the value

of the brand to consumers, reflected by the extent to

which they rely on the brand to make decisions. For

this reason it has historically been difficult for organizations

to evaluate brands and give them a financial

valuation.

Goals

The Brand Global Council (BGC) will work to help set,

maintain and implement high standards for brand

evaluation and valuation and will cooperate and liaison

with other international organizations to achieve

this purpose. The goal is to help organizations realize

and increase the value of their brands. Branding

will become a larger and larger part in the growth of

company value and BGC will play an important role

in this.

The second goal of BGC is to demonstrate that brands

can play an important role in economic development.

The BGC will assist smaller and medium-sized organizations,

cities and destinations, and economically

underdeveloped regions in using the value of brands

as a sustainable source of economic growth.

Brands create prosperity for economies.

44 iconannual The European Business and Investment Magazine


International Partners

most significant

assets for

and economies.

Strong brands create wealth, jobs and growth

and should be viewed as an economic asset.

Brands create prosperity for economies

45.000

GDP per Capital (PPP)

40.000

35.000

30.000

25.000

20.000

15.000

10.000

Norway

The Netherlands

Austria

Germany Belgium

France

U.K.

Europa

Average Europe

Italy Spain

Slovenia

Czech Republic

Portugal

Slovakia

Poland Hungary

Croatia

Russia

Romania

Bulgaria

Sweden

Denmark

Switzerland

Finland

5.000

0

0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0%

Top 10 brands / GDP (PPP)

brandglobal.org

© 2017 BRAND GLOBAL Council

The European Business and Investment Magazine iconannual 45


Brand Global Council

America

Europe

Africa

North America

EU & CEE

South Africa

Latin America

& Caribbean

Russia

Initial Areas of Focus

• GLOBAL STANDARDS. Standards provide an

opportunity for everyone to share their knowledge

and for organizations to follow common and

consistent business practices. Thus BGC’s work to

promote brand standards and brand certifications

will guide brand owners/managers and brand evaluators

in implementing sophisticated brand evaluations

and valuations. They will be more able to

quantify the true value of their brand. This will

bring more information to stakeholders and lead to

better reporting, governance and management.

• ALTERNATIVE FINANCING/INVESTMENT.

Brands even now may average 40 percent of an organization’s

worth. Thus BGC will work to make

brand value to be more important in financing and

investment decisions. But investors need better information

and reporting about the value of brands.

This could also lead to the development of new financial

instruments and sources of investment.

• FORUMS / EVENTS NETWORKING and exchange

of information, about best practices of reporting,

governance and management of brands are essential

for brand owners/managers and brand evaluators

in order to continuously create long term and

brand-led growth. BGC will create Annual Brand

Global Forums and support the development of national

Brand Forums for more awareness and dialogue

about brands and their value.

• EXECUTIVE EDUCATION TRAINING is crucial

to the realizing the business and societal value of

brands. BGC courses will improve understanding

of brands and their value for all stakeholders,

46 iconannual The European Business and Investment Magazine


International Partners

Asia

China

India, Korea,

Japan, etc.

• European Initiative

• Russian Initiative

• Asian Initiative

• Chinese Initiative

• African Initiative

• North American Initiative

• Latin America & Caribbean Initiative

© 2017 BRAND GLOBAL Council

and therefore contribute to the implementation of

brand activities in various organizations.

• DEVELOPMENTAL INITIATIVES. Increased concern

for and understanding of brand value can be a

tool for the economic development of smaller and

medium-sized organizations, cities and destinations

and economically underdeveloped regions.

In order to create awareness and assist organizations

around the world, BGF will develop regional

brand initiatives. These initiatives will communicate

and demonstrate both the business and societal

value of brands.

Through these actions, the BGC will become both a

top-down and a bottom-up organization representing

nearly all of the world.

The BRAND GLOBAL

COUNCIL, with headquarter

in Vienna, serves as NGO and

global think-tank for coordination,

know-how exchange, idea generation

and development of collaborative

initiatives and projects. All

activities are directed to enabling

organizations to report and benefit

from the value of their brands

and to making brand value a

means of economic development.

brandglobal.org

The European Business and Investment Magazine iconannual 47


UNIDO

Introducing

UNIDO’s long-term strategy of inclusive

and sustainable industrial development (ISID)

was adopted by UNIDO Member States at the General

Conference in December 2013. Through this

strategy, UNIDO aim to harness the full potential

of industry’s contribution to the achievement of

sustainable development in the post-2015 era.ISID

Industry is the most dynamic driver of prosperity

and collective wellbeing. Too often in the past the

transformative structural changes have also been

accompanied by environmental degradation and

increased social inequalities. In order to ensure equitable

distribution of the economic benefits of industrialization,

ISID aims to address the multidimensional

causes of poverty, through creating shared prosperity,

advancing economic competitiveness and safeguarding

the environment.

ISID ensures:

• Every country achieves a higher level of industrialization

in their economies, and benefits from the

globalization of markets for industrial goods and

services.

• No-one is left behind in benefiting from industrial

growth, and prosperity is shared between women

and men, urban and rural communities and enterprises

in all countries.

• Economic and social growth is supported within an

environmentally sustainable framework, so industrial

expansion does not jeopardize the well-being of

future generations.

• The unique knowledge and resources of all relevant

development actors are combined, including the

private sector and international financing instituions,

to maximize ISID’s development impact.

The regional context:

The Latin America and Caribbean (LAC) Region encompasses

33 countries, all of which are UNIDO Member

States. Total population for the region was roughly

600 million people in 2014, most of whom were already

benefitting from improved living conditions. For

example, more than 94% of the total population had

access to improved drinking water sources; 82% had

sanitation services coverage; and 79% lived in urban

areas. But there is room for future improvement, as

seen in the smaller percentages of the population that

had access to potable water (82%) and sanitation in rural

areas (63%) in 2014.

The region comprises a total surface area of more

than 20 million km2 with vast natural resources, including

ample water resources and a flourishing biodiversity.

Around 47% of the land surface is covered

by forest. The Central and South American sub-regions

provide the most abundant fresh water resources per

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International Partners

Fotos: UNIDO

capita worldwide. The region accounts

for substantial reserves of

oil, silver, copper, coal, bauxite, lithium

and nickel.

LAC’s Member States range from

large, rapidly growing High- and

Middle-Income Countries (MICs)

like Brazil, Mexico and Argentina

to small, fragile and vulnerable states

like Haiti.

The GDP of the LAC Region grew

by 1.1% in 2014, its slowest annual

expansion rate since 2009, mostly

attributable to the region’s high

dependence on commodities export

prices. Current GDP structure

by economic activity is comprised

mainly of public administration,

social and personal services (24%);

financial intermediation, including

real state, rentals and business activities

(17%); wholesale and retail

trade (15%); manufacturing (15%);

transport, communications and

construction (15%); and mining, agriculture

and electricity (14%).

One significant consequence

of low economic growth has been

weak job creation; however, the

urban open unemployment rate edged

down only from 6.2% to 6.0%.

The slower job creation has affected

women more than men, bringing

an end to previous trends in which

some gender labour gaps were narrowing.

The poverty rate in Latin America

stood at 28.1% in 2013, 11.7%

of whom were living under conditions

of extreme poverty. In human

terms, these percentages represent

165 million poor people, including

69 million living in extreme poverty

(e.g. on the equivalent of less

than one dollar a day) (ECLAC- Preliminary

Overview of Economies of

LAC, 2014). For the LAC Region, the

incidence is higher among younger

segments of the population. Poverty

rates also vary by gender, the rate

among women under labour age

being 1.2 times that of men.

The LAC Region has the highest

inequality rate in the world. The

Gini coefficient, which measures

income inequality, remained at

a mean value of 0.52 (i.e. it ranges

between 0, total equality, and 1, one

person with all the wealth.

In terms of industrial development,

the region needs to develop

comprehensive industrial policies

that promote more equitable growth

based on productive development

and reduce the weight of financial

sector; to strengthen Public Private

Partnerships (PPPs) and policy

instruments for promoting new

business and fostering Small and

Medium-sized Enterprises (SMEs),

as well as to increase investment in

research, development and innovation

to generate greater value added

and increase competitiveness.

UNIDO works closely with the

Community of Latin American and

Caribbean States (CELAC), the largest

regional bloc representing 33

sovereign countries in the Americas,

all of which are also UNIDO

Member States.

Future outlook:

The 33 countries that comprise

UNIDO’s Latin America and the

Caribbean (LAC) Region, as diverse

as they may be, all share one thing

in common: they all need vital

strategic advice on industrial development

strategies, policies and

instruments, followed by concrete

support for implementation and

monitoring. Some of these countries

are newly emerging Middle Income

Countries (MICs) that require more

than a classic Technical Assistance

(TA) project approach, although

a transition phase of several years

when both approaches co-exist is to

be expected. UNIDO is engaged in

promoting practical, pragmatic implementation

of the guiding principles

of inclusive and sustainable industrial

development in the region.

ISID’s new Vision, as introduced at

the outset of this brochure, is being

incorporated into all UNIDO activities

carried out in the region.

The European Business and Investment Magazine iconannual 49


European Commission

Intercity

cooperation

as a driver for European innovation

and new growth

The world economy is changing quickly. Europe

is the largest market of the world, and it holds

strong industrial and scientific foundations for

securing future growth. However, to maintain

strong growth and innovation potential, we have to

adapt. Therefore we have to make all our regions and

cities attractive places to live, work and invest in. We

can count on the diversity of our regions in Europe to

find together the solutions for our common challenges

in the provision of jobs, energy, mobility or health care

to our citizens, and turn these challenges into opportunities

for economic development, growth and competitiveness.

European Union's Cohesion Policy is boosting the

dynamics of European growth, by focussing efforts

on priorities like innovation and research, energy efficiency,

low carbon and digital economy, sustainable

transport, SME competitiveness, education and social

inclusion. This aims at supporting growth and jobs

in all regions of the EU and fostering territorial, economic

and social cohesion. To make this work, we call

upon regions and cities to focus on their strengths and

unique opportunities for future growth and competitive

advantages. This "smart specialisation" requires

also "smart cooperation". Cooperation on innovation in

the EU Strategy for the Danube Region is a good example

for this.

Europe is one of the most urbanised

continents in the world.

Today, more than two thirds of

the European population live in

urban areas.

Between 2000 and 2013, GDP growth in cities was

50 % higher than in the rest of the EU and employment

in cities grew by 7 %, while it declined slightly in the

remainder of the EU. 1 This higher performance is due

to the economic advantages of cities, because they concentrate

industries and services, education and training,

and logistic infrastructure that connects them to

local and global markets, and – most important – they

host people with a variety of skills. This proximity

breeds innovation. Cities are hubs of productivity, innovation,

goods and service providers for their regions.

1 The State of European Cities 2016: Cities leading the way to a better future (www.ec.europa.eu/regional_policy/en/policy/themes/urban-development/cities-report)

2 OECD (2015), The Metropolitan Century: Understanding Urbanisation and its Consequences (www.oecd-ilibrary.org/urban-rural-and-regional-development/the-metropolitan-century_9789264228733-en)

50 iconannual The European Business and Investment Magazine


International Partners

Foto: European Commission

Corina Cretu

European Commissioner

for Regional Policy

They have positive spill-over effects on the economic

performance of surrounding regions that is measurable

up to a distance of 200-300 kilometres. 2 Due to the

dense and well-connected network of cities in Europe,

cities in close proximity to other cities can become

more productive than their size alone would predict.

For instance, the joint smart specialisation strategy between

Berlin and the surrounding region of Brandenburg

thrives notably thanks to this.

While innovation can happen anywhere, it occurs

especially in highly urbanised areas, because of close

interaction between companies themselves but also

between companies and research and education institutes

in culturally vibrant environments. Some of

these cluster effects are stronger in large cities, but medium-sized

cities can also offer such advantages. And

networks of cities can provide the critical mass needed.

Europe's dense city network is well connected to all

regions and is thus a strong comparative advantage in

the global context. Therefore Europe has to promote

its cities as demonstrators of new innovative solutions

for improving daily living conditions of their citizens,

which will also inspire others. The Finnish "Six City

Strategy" is such an inspiring example of the leverage

effect of cooperation among cities on future oriented

growth (see box).

Our cities play a major role in building up the competitiveness

of their regions and countries. Networks of

cities have been a unique historical strength of Europe

for trading goods and exchanging ideas that inspired

new solutions for common challenges. Nowadays, we

need networks of cities to be facilitators of strong specialised

clusters and to connect companies and innovation

communities to co-create new futures for their regions

and Europe. The European Commission is ready

to fully support them in this endeavour. In this respect

the adoption in 2016 of the Urban Agenda for the European

Union and its follow-up work through specific

'partnerships' will provide the right framework to further

spur innovation and growth but also inclusion and

overall, sustainable urban development.

EXAMPLE II: SIX CITIES IN FINLAND JOIN FORCES TO BECOME BETTER AND SMARTER 3

The Six City Strategy (www.6aika.fi/in-english) enables six cities in Finland to experiment in a larger context than just one

city with cooperative projects. The current project portfolio ranges from smart mobility, clean technologies and agile piloting,

to creating development environments for product testing and boosting open data for

business. The innovation communities/platforms are test-beds for companies, academia

and other actors to run their research, product development and innovation in real-life

settings. The total budget for 2014–2020 grows up to approx. 100 million euros.

The Six City Strategy has three focus areas: open innovation platforms, open data and interfaces,

and open participation and customership. Opening up public data has the potential to

offer fuel for companies to make money with new apps and services. The six cities are harmonizing

the ways their data is opened and released and are also working towards shared

ways of offering customer service. For companies, this would mean a potential to scale up

to a larger market. In the long run, the cities work towards reforming their public service

structure, as well as a new mind-set when offering customer service to city residents.

Foto: Metropolia UAS SOHJOA-projekt

The European Business and Investment Magazine iconannual 51

3 www.6aika.fi/in-english


Central European Initiative

CEI

Foto: CEI

Immediately after the fall of the Berlin wall in 1989,

Italy, Austria, Hungary and the former Yugoslavia

established – as it is known today – the Central

European Initiative (CEI). Since its inception, the

CEI has taken root, grown and finally blossomed into

the largest and oldest regional intergovernmental forum,

committed to supporting European integration

through cooperation among its Member States and the

European Union (EU). Currently counting eighteen

Member States 1 , the CEI has become a recognised promoter

of EU/non-EU-country partnership and regional

cooperation.

The CEI strategic objectives, outlined in the CEI

Plan of Action, are focusing on supporting its Member

States on their path towards European integration;

promoting the alignment of the CEI Member States to

EU standards; implementing small and medium-sized

projects and converting constructive ideas into innovative

results. In order to offer a solid contribution to

European integration the CEI combines political dialogue

(multilateral diplomacy) and project management,

both as donor and recipient, while also bridging

European macro-regions. Through its project-oriented

working method, the CEI is also a flexible basis for

regional cooperation of its Western Balkan countries

and the three Eastern Partners (Belarus, Moldova

and Ukraine). The CEI is paying special attention to

its non-EU Member States’ need for capacity building

through know-how transfer and exchange of experience

with its EU countries, thus also providing sound

evidence of the permanent validity of its mission in

these difficult times of political turbulence and economic

crisis.

Central European

Its unique geographical position makes the CEI the

only regional international organisation connecting

the Baltic, the Danube, the Adriatic-Ionian, the Black

Sea and the Alpine regions. It is the only organisation

providing a peer-to-peer environment for bridging experience

and synergising the new added values of the

macro-regional approach to the complexity of transnational

governance and programming.

Funds, Instruments & Figures: strategic

approach to regional cooperation

The CEI is a well-functioning intergovernmental machinery,

our strong operational character and project-oriented

approach, our manifold activities in

various areas and initiatives to create a good business

environment as well as our investment in a knowledge-based

economy have served and are going to

continue serving to increase the economic, social and

territorial cohesion within our regional scope.

In order to meet the strategic objectives for the benefit

of its Member States, the CEI makes use of a variety

of Funds and Instruments covering ten main areas

of cooperation 2 :

Our 25 year old partnership with the European

Bank for Reconstruction and Development (EBRD) is a

real success-story in this regard, significantly contributing

to strengthening CEI’s project-oriented dimension.

The CEI Fund at the EBRD, towards which the

1 CEI Member States and accession date: Albania (1996), Austria (1989), Belarus (1996), Bosnia and Herzegovina (1992), Bulgaria (1996), Croatia (1992), Czech Republic (1993), Hungary (1989), Italy (1989),

Macedonia (1993), Moldova (1996), Montenegro (2006), Poland (1991), Romania (1996), Serbia (2000), Slovakia (1993), Slovenia (1992), Ukraine (1996)

2 Transport and Logistics, Energy Efficiency and Renewable Energy, Climate and Rural Development, SMEs and Business Development, Research and Innovation, Life-long Education and Training, Information

Society, Intercultural Cooperation, Media, Civil Society

52 iconannual The European Business and Investment Magazine


International Partners

Botschafterin Dr. Margot Klestil-Löffler

Alternate Secretary General

Central European Initiative

Initiative: 28 years

Foto: Vojtech Vlk

Italian Government has solely made a total contribution

of € 40.5 million, mainly provides grant-type assistance

for specific components of Technical Cooperation

(TC) projects. Since its inception, the Fund has

provided more than € 25 million for funding more than

130 TC assignments, mobilising € 4.8 billion of international

investments in the countries of operations. For

one euro spent on CEI Technical Cooperation, € 215

had been invested by the EBRD and other IFIs.

The CEI-EBRD partnership also aims at strengthening

links within the business communities in

CEI Member States in order to foster opportunities

for commercial partnerships and co-investments as

wellas compete for project-related contracts. Indeed,

just one year ago the CEI has organized together

with EBRD an International Conference under the

title “Supporting Local Enterprises and SMEs along

China’s Belt and Road Initiative in South Eastern Europe”.

The event took place in Trieste and aimed at

strengthening links within the business communities

in CEI Member States in order to foster opportunities

for commercial partnerships and co-investments as

well as compete for project-related contracts with the

Chinese business partners.

Since 2004, the CEI Fund at the EBRD has also

contributed a total of more than € 2.1 million to the

Know-How Exchange Programme (KEP) supporting

75 projects.

As of 2007, the KEP has been also financed by Austria

through an agreement with the Austrian Development

Agency (ADA): it has so far committed around

€ 730.000 for 26 projects. Poland had also contributed

with € 50.000 to co-financed projects.

To achieve the objectives outlined in its multi-annual

Plan of Action, the CEI is also promoting result-oriented

projects by participating in EU-funded

programmes. We are proud of our records: 29 EU-funded

projects, where the CEI operates both as Lead Partner

and as a reliable, effective partner in key sectors of

transnational cooperation, e.g. transport, science and

innovation, renewable energy, cultural heritage, capacity

building. This operational participation in the

implementation of the EU policies is also the mainstream

of our concrete ties with the European Commission

as mandated by our Foreign Ministers.

This CEI expertise in the implementation of transnational

projects is very important in view of pursuing

the goals of the EU macro-regional strategies and

of the Eastern Partnership, where most of our countries

are included. All macro-regional strategies have

a role to play for the benefit of the CEI non-EU Member

States. Bringing them closer to the European Union

in a very consistent way to reach the strategic goal

driving our activity. We are active in the EU Strategy

for the Danube Region (EUSDR), we are contributing

to the EU Strategy for the Adriatic - Ionian Macro-Region

(EUSAIR) and to the Strategy for the Alpine Region

(EUSALP). In the same time, we have also revitalised

our collaboration with the Council of Baltic

Sea States.

The European Business and Investment Magazine iconannual 53


European Fund for Strategic Investments

Europe is facing

huge domestic

and foreign policy challenges

For many, the European project that began with

the signing of the Treaty of Rome 60 years ago is

no longer a successful model for bringing former

enemy states together, tearing down borders and

promoting a prosperous economic area.

A major reason for the dwindling support is that

the European economy has yet to gain real momentum,

years after the crisis. Growth is lukewarm and

unemployment is high – particularly among young

people – and Europe still has a huge investment gap

of several hundred billion euros every year.

The reason for this investment shortfall is a market

failure. Persistent risk aversion and uncertain regulatory

and economic environment prevents companies

and investors from spending money on projects in the

real economy.

This is why, two years ago, the

European Investment Bank (EIB)

and the European Commission decided

to launch an investment offensive

based on three pillars:

Firstly, the “European Fund for

Strategic Investments”, or EFSI for

short: under this guarantee facility,

the EIB Group – comprising the

EU bank and the European Investment

Fund (EIF) – has committed

to expanding its usual activities to

strengthen the competitiveness of

the European economy by supporting

investments worth EUR 315bn

by 2018. A substantial portion of

these funds will support innovation

and the digital agenda in Europe.

Fotos: Katharina Schiffl

54 iconannual The European Business and Investment Magazine


International Partners

Mag. Wilhelm Molterer

Managing Director of the “European Fund for

Strategic Investments”, Vice-President and

Member of the Management Committee of

the European Investment Bank

The EIB Group is on track so far making use of the

EFSI guarantee mechanism, which consists of commitments

of EUR 21bn (EUR 16bn from the EU budget

and EUR 5bn from the EU bank's reserves). EFSI enables

the EIB and EIF to provide more risk capital to

projects, reaching out to encourage private investors

to participate. By the end of last year, around 420

transactions were made possible with EFSI support,

supporting total investments of over EUR 160bn.

At the same time, all the investments must be economically,

technically and environmentally viable.

This is particularly applicable to infrastructure investment,

which the public sector is currently unable

to shoulder alone due to the need for fiscal consolidation.

The EU bank will work together with the public

sector and state-owned promotional banks to finance

the implementation of infrastructure projects via public-private

partnerships where this makes sense.

The second pillar of the Investment Plan for Europe

– a comprehensive advisory service dubbed the

“European Investment Advisory Hub” – was launched

at the same time as EFSI.

In the past, promising ideas from project promoters

and municipalities have often failed due to insufficient

preparation of both financing and technical

planning. This is countered by the new advisory

iconvienna 2016: The audience is listening to keynote speaker Wilhelm

Molterer and his topic "Purpose and context of the European Fund for

Strategic Investments".

service ensuring that investments are made possible

where they are needed, whether it be in Calais, Naples

or Duisburg.

The third pillar of the Investment Plan is to make

the regulatory environment more investment-friendly.

The European Commission has put forward far-reaching

proposals to boost the single market, especially in

the digital, energy and capital market domains.

The Investment Plan for Europe is currently a work

in progress. The Commission has suggested increasing

the current guarantee facility from EUR 21bn to

EUR 33.5bn. This would put the EIB Group in a position

to catalyse investments of over EUR 500bn within

the EU by 2020.

With this investment offensive, the EU has

launched an initiative to strengthen the economy

and deliver added value. After all, only a competitive,

prosperous Europe with plentiful jobs will convince

European citizens – but also our global partners – to

turn back towards the European model for success.

The European Business and Investment Magazine iconannual 55


Global Impact Investing Foundation

Impact

Investing

Mobilising

capital to

finance

solutions for

today’s

challenges

Impact investing is a relatively

new sector within the financial

services industry. 2014 was a

breakthrough year for this segment,

as several high-level publications

have noted. The Rockefeller

Foundation’s “The Power of Impact

Investing” and “Impact Investment:

The Invisible Heart of Markets”,

a report by the Social Impact

Investment Taskforce, are just two

of them. Since then, the number of

participants and amount of money

in the sector has been growing rapidly.

In 2015, the OECD’s “Social

Impact Investment – Building the

Evidence Base” report added a fra-

mework for assessing the social impact

investment market and highlighted

the importance of further

„There has been a steady increase in the number

of social sector organisations that raise revenue

through government contracts or by charging

for services or products they supply. Equally

remarkable is the number of entrepreneurial startups

emerging that have social mission at the heart

of their organisation and the variety of business

models they use.” Social Impact Investing Taskforce, 2014.

56 iconannual The European Business and Investment Magazine


International Partners

„ The world is on the brink of a

revolution in how we solve society’s

toughest problems. The force capable

of driving this revolution is (social)

impact investing, which harnesses

entrepreneurship, innovation and

capital to power social improvement.”

Social Impact Investing Taskforce, 2014.

international collaboration in developing global standards

on definitions, data collection, impact measurement

and evaluation of policies. In the same year,

all 193 members of the United Nations agreed upon

the Sustainable Development Goals (SDGs). These 17

goals and 169 associated targets are the core of the

UN’s “2030 Agenda”, a new plan of action for people,

planet and prosperity. Impact investing has the power

to mobilise private capital for the achievement of the

SDGs by financing entrepreneurs that offer solutions

to the targets and thus creating real (social) impact.

In light of these developments, Christian Kern,

Chancellor of the Republic of Austria and Li Yong,

Director General of UNIDO, signed a Joint Declaration

last November to support the development of the

Foto: Oskar Steimel

impact investing sector within Austria. This is being

achieved through the Global Impact Investing Foundation

(GIIF), whose mission is to foster the development

of impact investing and establish Vienna as its

global hub. Furthermore, its activities will support

the achievement of the SDGs. Members will include

both individual countries from all over the world and

international organisations supporting the mission.

One of the numerous activities of GIIF is the Global

Impact Investing Vienna Exchange (GIIVX), an online

platform connecting impact investors with sustainable

entrepreneurs meeting their investment requirements.

Given the pressing challenges the world currently

faces, such as hunger, the effects of climate change

and unemployment, impact investing allows investors

to ensure positive impact on people and the environment

while also generating returns on investment.

The evolution of impact measurement leading to a

lean, objective and worldwide standard is needed to

push this nascent industry to the next level. We are

therefore cooperating with an international team of

scientists and several industry experts on a new standard

that will be presented at a global Impact Investing

Conference in late 2017. For further details, please

visit our websites www.giif.org and www.giivx.

com, which are constantly updated, or get in touch

directly with us.

The European Business and Investment Magazine iconannual 57


Leitbetriebe

Industrie spielt

Schlusselrolle fur

die Energiewende

• Großes Einsparungspotenzial durch Optimierung

der Produktionsprozesse

• Produktionsmaschinen werden zum Stromspeicher –

Verschiebung der Verbrauchsspitzen in Phasen

schwächerer Stromnachfrage

• Steuerliche Investitionsanreize sind überfällig

Fotos: Sabine Klimpt

Die ausgezeichneten Leitbetriebe des Abends.

Die Industrie spielt in Österreich eine Schlüsselrolle

für die Erreichung der 2015 bei der

Klimakonferenz in Paris festgelegten Klimaziele

des Klimaschutzabkommens 2030. Nur

wenn die Optimierungspotenziale in der industriellen

Produktion bestmöglich und rasch genutzt

werden, bestehe noch die Chance, die ambitionierten

Einsparungsziele zu erreichen, waren sich die

Experten bei der Fachveranstaltung „Energiewende

in der Industrie“ von Leitbetriebe Austria einig.

„Neben Verkehr und Wohnen kann die Industrie das

dritte starke Standbein der Energiewende bilden.

Das umfasst die Optimierung des Produktionsstandorts

und der Maschinen sowie die Herstellung energieeffizienter

Produkte“, betonte Leitbetriebe-Austria-Geschäftsführerin

Monica Rintersbacher. „Die

Klimaziele sind nicht irgendein statistischer Wert,

sie sind eine Schlüsselfrage für uns alle. Die österreichischen

Leitbetriebe sind sich Ihrer Verantwortung

bewusst und in dieser Hinsicht Vorreiter. Weil

es aber wichtig ist, dass diesen Vorbildern auch andere

Unternehmen folgen, haben wir ökologische Verantwortung,

Energieeinsparung und CO 2

-Reduktion

zu einem unserer Leitthemen für 2017 gemacht.“

Wie groß das Optimierungspotenzial im Hinblick

auf Energieeffizienz ist, zeigt exemplarisch der

Leitbetriebe-Austria-Netzwerkpartner Salvagnini

Maschinenbau GmbH, an dessen Produktionsstandort

Ennsdorf die Veranstaltung stattfand. Der weltweit

tätige Spezialist für Blechbearbeitungsmaschinen

wurde 2016 für seine Energiesparmaßnahmen

mit dem klima-aktiv-Preis ausgezeichnet und gilt im

Hinblick auf Klimaschutzanstrengungen als absoluter

Vorzeigebetrieb. „Allein durch Standortmaßnahmen

wie LED-Beleuchtungen, Heizung mit Wärmerückgewinnung

oder Schnell lauf-Hallentore konnten wir

230.000 kWh einsparen, aber das Potenzial im eigentlichen

Produktionsprozess ist noch um ein Vielfaches

größer“, erklärt Wolfgang Kunze, Salvagnini-Technikchef

und Leiter des Standorts Ennsdorf.

So konnte Salvagnini beispielsweise in seiner

wichtigsten Produktionslinie binnen 17 Jahren den

Energieverbrauch um 80 Prozent verringern und den

Gesamtenergieverbrauch am Standort Ennsdorf in

den vergangenen fünf Jahren trotz einer Steigerung

der Produktionsmenge um rund 50 Prozent gleichzeitig

um etwa neun Prozent reduzieren. Besonders stolz

ist Salvagnini aber auf eine Innovation, die eigent-

58 iconannual The European Business and Investment Magazine


International Partners

Pressekontakt Leitbetriebe Austria:

M&B PR, Marketing, Publikationen

Thomas Brey

T: +43 (0)1 233 01 23-15

M: +43 (0)676 542 39 09

E: brey@mb-pr.at

v.l.n.r: Martin Wagner – GF Verbund Solutions, Monica

Rintersbacher – GF Leitbetriebe Austria, Wolfgang Kunze –

Technikchef Salvagnini Maschinenbau & Christian Fuchs –

Präsident ECL-OÖ EXPORT CLUB OBERÖSTERREICH

lich primär zur Erhöhung der Betriebssicherheit

entwickelt wurde:

„Wir exportieren in zahlreiche

Länder mit instabiler Stromversorgung.

Für diese haben wir

Maschinen entwickelt, die auch

ohne Stromversorgung aus dem

Netz weiterarbeiten können. Die

Maschine selbst wird damit zum

Stromspeicher und wir arbeiten

daran, diese autonome Betriebszeit

von derzeit einer Minute deutlich

zu verlängern und damit auch die

Möglichkeit zu schaffen, die Stromabnahme

in Phasen geringer

ÜBER LEITBETRIEBE

AUSTRIA

Leitbetriebe Austria ist die

Exzellenz-Plattform von durch

das Leitbetriebe Institut ausgezeichneten

Vorzeigebetrieben

der österreichischen Wirtschaft.

Mit der Mission „Gemeinsam sind

wir Marke“ repräsentieren die

Leitbetriebe öffentlichkeitswirksam

wertorientierte Ziele wie Innovation,

Wachstum, Marktstellung

und Mitarbeiterentwicklung. Das

Netzwerk ist ein aktives Forum

von Entscheidungsträgern zum

Austausch auf „Augenhöhe“.

www.leitbetriebe.at

ÜBER VERBUND

Verbund ist Österreichs führendes

Stromunternehmen und einer

der größten Stromerzeuger aus

Wasserkraft in Europa. Verbund

deckt rund 40 % des österreichischen

Strombedarfs – mehr als 90

% dieser Leistung stammen aus

erneuerbarer Wasserkraft. Exakt

auf das Bedürfnis und auf das Segment

abgestimmt bietet Verbund

verschiedene Stromprodukte für

Haushalte, Gewerbe, KMUs und die

Industrie an.

www.verbund.at

Netzbelastung zu verschieben.“

Dieser technischen

Entwicklung misst

auch Martin Wagner,

Geschäftsführer der Verbund-Tochter

Verbund

Solutions, besonders hohe Bedeutung

zu: „Das Thema Stromspeicher

wird sowohl für Privatkunden,

als auch für Industrieunternehmen

immer wichtiger.“ Verbund bietet

Stromspeicher zur Steigerung des

Eigennutzungsgrades für private

Photovoltaik-Anlagen bis hin zu

Gewerbe- und Industrielösungen.

Darüber hinaus treibt Verbund

die Entwicklung neuer Produkte

mit erneuerbaren Energien sowie

neue Vermarktungsmöglichkeiten

von Flexibilitäten ständig voran.

„Dabei arbeiten wir gemeinsam

mit Partnern aus der Industrie an

innovativen und lukrativen Lösungen,

die gleichzeitig die Stabilität

des Stromnetzes stützen und

damit die Versorgungssicherheit

garantieren“.

Einig sind sich Salvagnini-Chef

Kunze und Verbund-Solutions-Geschäftsführer

Wagner,

dass die rasche Umsetzung der Energiewende

in der Industrie dringend

wirksame staatliche Investitionsanreize

erfordert. In Frage

kommen für Kunze insbesondere

ein Investitionsfreibetrag für Investitionen

in die Energieeffizienz

oder eine „Abwrackprämie“ für

energietechnisch veraltete Maschinen

und Produktionsanlagen.

ÜBER SALVAGNINI

MASCHINENBAU GMBH

Seit mehr als 50 Jahren entwirft,

konstruiert und verkauft das italienische

Unternehmen Salvagnini

Maschinen und flexible Systeme für

die Blechbearbeitung. Mit einem

dichten Servicenetz mit 20 Filialen,

die sich ausschließlich dem Verkauf

und technischen Kundenservice

widmen, und weiteren zehn

Servicecentern mit spezialisiertem

Fachpersonal ist Salvagnini weltweit

tätig. Die Niederlassung in Ennsdorf

mit ca. 350 Mitarbeitern ist das

weltweit größte Kompetenzzentrum

für das automatische Biegen und

dazu die größte Produktionsstätte

von Biegenzentren auf der Welt,

mit fast 200 gefertigten Maschinen

alleine im Jahr 2015.

www.salvagnini.at

The European Business and Investment Magazine iconannual 59


Patentamt

Foto: Österreichisches Patentamt

PRIO

Die provisorische Patentanmeldung

Start-ups müssen bei der Gründung tausend

Dinge auf einmal tun. Viele Gespräche mit

vielen Partnern sind notwendig. Bevor die Innovationen

öffentlich präsentiert und Werbung

gemacht wird, ist es wichtig, an den Schutz geistigen

Eigentums zu denken. Eine Patentanmeldung

sichert das Geburtsdatum von Erfindungen. Patentanmeldungen

müssen jedoch gut vorbereitet sein. Das

braucht Zeit und Aufmerksamkeit. Denn alle Details

müssen genau beschrieben und formelle Vorschriften

beachtet werden. Schließlich muss ein Patent „Hand

und Fuß" haben, um bestehen zu können. Das ist

möglicherweise ein Dilemma. Erfinder/innen wissen

zwar, was sie erfunden haben und besitzen auch eine

60 iconannual The European Business and Investment Magazine


International Partners

„Start-ups stecken in einem echten

Dilemma. Sie müssen viel über ihre

Innovationen reden. Wie können sie

sonst Investoren überzeugen? Dabei

riskieren sie aber, dass ihre Idee

geklaut wird. An den Schutz ihres

geistigen Eigentums denken sie oft zu

spät. Unsere neuen Angebote helfen,

dieses Dilemma aufzulösen.“

Mag. Mariana Karepova

Patentamtspräsidentin

Foto: ÖPA/Johannes Zinner

vollständige Dokumentation der technischen Details

Ihrer Erfindung. Aber die Unterlagen entsprechen

vielleicht noch nicht den formellen Anforderungen

an eine reguläre Patentanmeldung. Vielleicht ist auch

noch nicht entschieden, welche der beschriebenen Eigenschaften

der neuen Entwicklung genau geschützt

werden sollen, das heißt, die genaue Formulierung

der Patentansprüche ist noch offen. Damit Erfinder/

innen trotzdem über die Innovation reden, pitchen

und Investoren suchen können, bietet das Österreichische

Patentamt jetzt eine zusätzliche Möglichkeit

an: PRIO, die provisorische Patentanmeldung.

Die Möglichkeiten mit PRIO:

Auch wenn die – inhaltlich komplette – Beschreibung

der Erfindung noch nicht formvollendet ist

und beispielsweise die endgültige Formulierung der

Ansprüche noch fehlt, können Sie trotzdem schon

anmelden. PRIO sichert, wie bei einer regulären Patentanmeldung,

das „Geburtsdatum" der Innovation

– weltweit für 1 Jahr. Die eingereichten Unterlagen

müssen so ausführlich sein, dass eine Durchschnittsfachfrau/

ein Durchschnittsfachmann die Erfindung

nachvollziehen kann. Am besten ist es, wenn die

PRIO-Anmeldung auch all das enthält, was Sie später

über die Erfindung auf Ihrer Website, in Werbeprospekten

oder bei sonstigen Präsentationen herzeigen

werden. Nach Ihrer PRIO-Anmeldung haben Sie bis

zu einem Jahr Zeit, um zu überlegen, ob Sie daraus

eine reguläre Patentanmeldung machen wollen. Sie

entscheiden, wie Sie PRIO nützen wollen – je nachdem,

ob die Marktchancen gut sind, und ob Ihre Investorensuche

erfolgreich war. PRIO kann jederzeit zu

einer regulären Anmeldung upgegradet werden, oder

es wird die Entscheidung getroffen, den Patentschutz

für diese Lösung nicht weiter zu verfolgen. Damit Sie

keine Fristen versäumen oder Zeit ungenützt verstreicht,

begleiten Sie unsere Expert/innen während dieser

zwölf Monaten mit Beratung, Hinweisen auf die

Fristen und weiteren Informationen.

Die Vorteile im Überblick:

• Die Innovation liegt im "Safe". Der Prioritätstag –

das international gültige "Geburtsdatum" – ist

gesichert.

• Amtlicher Nachweis gegenüber der Konkurrenz,

dass die Innovation zu einem bestimmten Zeitpunkt

gemacht wurde.

• Zeitgewinn, da "patentkonforme" Formulierungen

erst später notwendig sind.

• Im Unterschied zur regulären Anmeldung, die zumindest

€ 342 kostet, werden bei PRIO nur € 50

verrechnet. Erst mit einem allfälligen Upgrade ist

die restliche Recherchen- und Prüfungsgebühr*

zu bezahlen.

• Das, was Sie in Ihrer PRIO-Anmeldung beschrieben

haben, können Sie bei Pitches, in der Werbung

und bei Präsentationen zeigen – durch die Anmeldung

haben Sie den amtlichen Beleg für Ihre Erfindung.

Wie PRIO genau funktioniert, wer anmelden darf und

was noch zu beachten ist finden Sie auf unserer Website

www.patentamt.at

The European Business and Investment Magazine iconannual 61


Select USA

Select USA −

the world’s largest market.

The United States offers the largest consumer market on earth

with a GDP of $18 trillion and 325 million people. Household

spending is the highest in the world, accounting for over a quarter

of global household consumption. At the same time, free trade

agreements with 20 other countries provide enhanced access to

hundreds of millions of additional consumers – and the United

States continues to work with foreign partners to increase

opportunities for U.S. exporters.

The U.S. consumer market

is the most robust on the

planet. In 2014, families

purchased $11.5 trillion in

goods and services, or more than a

fourth of the entire world’s household

consumption!

The United States is also a

leader in consumer goods market

research, product innovation,

manufacturing, and branding and

marketing, and offers a highly

skilled workforce. This lucrative

open market is a powerful growth

engine for companies of all sizes.

Financial markets in the United

States are the largest and most liquid

in the world. In 2015, finance

and insurance represented 7.2 percent

(or $1.293 trillion) of U.S. gross

domestic product. Leadership in

this large, high-growth sector translates

into substantial economic activity

and direct and indirect job

creation in the United States.

Investment in the U.S. financial

services industry offers significant

advantage for financial firms. In

2015, at least 128 of Fortune's Global

500 companies have chosen to

locate their headquarters in the

United States to take advantage of

its creative, competitive, and comprehensive

financial services sector.

The industry offers great array

of financial instruments and products

to allow consumer to manage

risk, create wealth, and meet financial

needs.

The United States is renowned

for innovative goods and services,

high standards of quality, customer

service, and sound business practices

– giving U.S. exports a unique

competitive edge. U.S.-based businesses

are connected with 20 additional

countries through free trade

agreements, providing enhanced

access to over 760 million consumers.

And the United States does not

put up barriers: according to the

World Bank, no other country has

more rapid export procedures.

Many foreign investors recognize

the value offered by the

United States as an export platform.

The U.S. affiliates of foreign

companies export US$425 billion

62 iconannual The European Business and Investment Magazine


International Partners

Foto: istockphoto.com

worth of goods -- more than one-quarter of all U.S.

goods exports.

The United States is consistently ranked among

the best internationally for its overall competitiveness

and ease of doing business. Backed by a regulatory

environment that is particularly conducive to

starting and operating a business, U.S. business culture

encourages free enterprise and competition. The

United States welcomes free enterprise and encourages

economic growth – a new business is born about

every minute. From location to business structure, it

is entirely up to each investor how they would like

to form a business in the United States. Additionally,

while the procedures for incorporating and registering

a business varies by state/territory, the process is

typically straightforward, fast, and inexpensive.

The European Business and Investment Magazine iconannual 63


Novomatic

NOVOMATIC

continues its

international

growth strategy

The NOVOMATIC Group continues

to expand and for the first time

ever achieves combined revenues

of more than 4 billion EUR.

As Europe’s leading gaming technology group,

NOVOMATIC once again wowed visitors this

year with the largest stand at the International

Casino Exhibition ICE Totally Gaming, the most

important international gaming exhibition, held February

7-9, 2017 in London. On a surface area of approximately

4,700 m², a total of 25 group companies presented

the NOVOMATIC Group’s comprehensive product portfolio.

The offer at the NOVOMATIC exhibition ranged

from casino equipment, systems and cash management

solutions to arcade and pub products and sports betting,

lotteries and online, mobile and social gaming.

“With this trade show appearance, NOVOMATIC

once again proves that as a full-service provider we are

among the world’s leading gaming technology groups,”

added Mr. Neumann, CEO of NOVOMATIC AG, at a

press conference at the ICE event in London.

ICE – now in its 23 rd edition – prided itself on combining

land-based and interactive under one roof and

NOVOMATIC’s expansive stand enables the Group to

demonstrate its leading Omni-channel solutions in

every segment of the international gaming space. Split

into distinct sections, visitors will be taken on a 360°

journey through the world of NOVOMATIC, culminating

in the traditional hospitality area with a selection

of Austrian foods and drinks.

Harald Neumann said: “As we are heading into

another exciting year for NOVOMATIC and for the

international gaming industry, stakeholders, decision

makers and gaming experts all gather at ICE Totally

Gaming in London where the NOVOMATIC

Group again took pride of place with a 360-degree gaming

experience that covered all aspects of modern gaming.”

Growing success

According to Mr. Neumann, preliminary calculations

indicate that in fiscal year 2016, Gumpoldskirchen-based

NOVOMATIC AG was able to outpace the

previous year’s record results by another 10 percent to

reach a total of approximately 2.3 billion EUR. The combined

Group revenues, including the two Swiss sister

holding companies Gryphon Invest AG and ACE Casino

Holding AG, is expected to increase to 4.4 billion EUR.

This revenue growth was mainly achieved in the core

markets of Great Britain, Germany, Spain and Italy. The

NOVOMATIC Group, furthermore, had 28,974 employees

worldwide at the end of 2016 – an increase of approximately

15 percent over the previous year.

Ongoing expansion

In 2017, the technology group will focus on expanding

its market position, particularly in South America,

the US, Australia and Asia. The acquisition of a majority

stake in the Australian company Ainsworth Game

Technology offers an important lever for the development

of these markets. NOVOMATIC and Ainsworth

have been working together to complete this merger

64 iconannual The European Business and Investment Magazine


Innovation

NOVOMATIC presents the 360° gaming experience at the

ICE Totally Gaming, the industry’s leading gaming exhibition

Foto: www.sebastianphilipp.com

since receiving approval of the minority shareholders

in June 2016. NOVOMATIC CEO Harald Neumann is

looking forward to the future collaboration: “In this

short time, we have already made significant progress

and begun the strategic planning process for our joint

future after NOVOMATIC becomes Ainsworth’s majority

shareholder.” In February, Ainsworth appointed

Mr. Neumann as “Non-Executive Member of the

Board”. Both companies are currently in the process

of obtaining the approval of various gaming authorities

required for the completion of the acquisition.

NOVOMATIC is also very pleased with its development

as a technology supplier. The company recently

entered into a five-year contract with the Greek lottery

company OPAP (as of February 2017, the Sazka Group,

a Czech consortium that also holds a share in Casinos

Austria AG, is OPAP’s majority shareholder with

a stake of 33 percent). With revenues of more than 1.4

billion EUR in 2015, OPAP is the leading gaming company

in Greece and Europe's fifth largest lottery operator.

Starting in 2018, NOVOMATIC will be providing

its innovative and secure Omni-channel platform for

all OPAP lottery games.

Further, the British competition authority CMA

(Competition Markets Authority) recently gave the

green light for the acquisition of the English company

Talarius. With this acquisition, NOVOMATIC is now

the largest operator in the segment of adult gaming

centers in the UK.

ABOUT NOVOMATIC

The NOVOMATIC Group is one of the biggest international

producers and operators of gaming technologies and

employs around 29,000 staff worldwide. Founded by

entrepreneur Professor Johann F. Graf in 1980, the Group

has locations in more than 50 countries and exports hightech

electronic gaming equipment and solutions to 80

countries. The Group operates more than 260,000 gaming

terminals in its some 1,800 plus gaming operations as well

as via rental concepts.

Through its numerous international subsidiaries the

NOVOMATIC Group is fully active in all segments of the

gaming industry and thus offers a diversified Omni-channel

product portfolio to its partners and clients around the

world. This product range includes land-based gaming

products and services, management systems and cash

management, online/mobile and social gaming solutions as

well as lottery and sports betting solutions together with a

range of sophisticated ancillary products and services.

Foto: Novomatic

The European Business and Investment Magazine iconannual 65


Monitoring systems

for user-friendly short and long-term measurements

HBM offers a complete solution for your measurement task.

For choosing and installing the individual measurement technology components or for planning and starting

up the measurement setup, including suitable training – HBM is your partner.

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Measurement signal conditioning with QuantumX

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■ Offers high measurement quality by compensating for line

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■ Threshold monitoring

Further information: www.hbm.com/civil-engineering

HBM Test and Measurement ■ Tel. + 43 1 865 8441-0 ■ info@at.hbm.com ■ www.hbm.at ■ www.argos-systems.eu


Lyoness

Innovation

Smart shopping in

world of

the

Lyoness

The globally active Shopping

Community Lyoness has reassembled

it self over the last two years. With the relaunch

of the Cashback App, the company

is breaking new ground in the digital world.

Foto: istockphoto.com

Since its foundation in 2003,

Lyoness has gone on to become

one of the world's largest

international shopping

communities. During the development

of an extensive and versatile

Merchant network for its Members,

Lyoness attaches great value to a solid

mix of chain stores, online shops

and especially SMEs. It is important

to Lyoness that the economy in

the regions is strengthened.

The Shopping Community is

now active in 47 countries. The

seven million Members can shop

at 70,000 Loyalty Merchants and

make use of attractive benefits: For

they will receive up to 5% Cashback

and can also collect Shopping

Points for every purchase made at a

Lyoness Loyalty Merchant. Lyoness

provides added value not only to its

Members, but to the companies as

well. With the Cashback Solutions,

Lyoness has created a professional

customer loyalty program specifically

for the SME sector. Thus,

small and medium-sized enterprises

can attract new and loyal customers

in an efficient manner and simultaneously

save on

advertising and marketing

costs. The B2B

options are extremely

attractive for SMEs:

It is now possible for

them to gain Lyoness

Loyalty Merchants

as customers and

to receive Cashback

when making

purchases for their

company at those Loyalty

Merchants.

Digitally linked with the

Cashback App

In order to make the shopping experience

even more attractive for its

Members, Lyoness has launched an

improved version of its innovative

Cashback App, which is available

worldwide as both Android and

iOS versions. The app offers a location-based

Loyalty Merchant search

including a distance indicator and

a current overview of the amount

of personal Cashback as well as

the number of collected Shopping

Points. In addition, Shopping Point

Deals can be redeemed via the App

and shaking the smartphone brings

about the barcode of the personalised

Cashback Card, thereby allowing

the card to be with you wherever

you go.

Registering to Lyoness is completely

free of charge as well as non-binding.

Further information can be

found at Lyoness.com

The European Business and Investment Magazine iconannual 67


Elk

erfolgreich bei

ELKMotels und Hotels

Ein großes Produktportfolio, eine starke Fokussierung auf die

Kunden, laufende Innovationen bei Häusern und Haustechnik

sowie höchste Qualität haben ELK zu einer bekannten Größe

im Fertighausbau gemacht. Neben Einzelkunden setzen auch

immer mehr Business-Partner auf die Kompetenz des Waldviertler

Familienunternehmens. So gibt es mittlerweile schon

mehr als 20 Nächtigungsbetriebe, die ELK realisiert hat.

Foto:s ELK Fertighaus Gmbh

Das prägnante Logo mit dem

Elch ist untrennbar mit dem

Fertighausbau verbunden.

Das überrascht nicht, denn

das innovative Familienunternehmen

ELK hat schon für tausende Familien

ein Haus fürs Leben gebaut.

Das Hausangebot ist vielfältig

und das garantiert, dass es für jeden

Wohnwunsch und jede Familie

ein passendes Haus gibt. Ob

ebenerdiger Bungalow, ein günstiges

Haus für Jungfamilien oder ein

individuell nach Kundenwunsch

realisiertes Domizil – ELK ist der

richtige Partner für den Hausbau.


Innovation

INNOVATIV und ENERGIESPAREND

Eine große Stärke von ELK sind ständige Innovationen,

sei es bei Architektur, Ausstattung oder Haustechnik.

Vor einigen Jahren ging das niederösterreichische

Unternehmen daran, die Energieeffizienz von

Häusern zu verbessern, mit starker Wärmedämmung

und zukunftsweisender Haustechnik.

ERFOLGREICH im HOTELBAU

Auch im Motel- und Hotelbau punktet ELK mit perfektionierter

Ausführung, Technik und Logistik, kurzer

Bauzeit sowie niedrigen Kosten. So gibt es mittlerweile

mehr als 20 von ELK geplante, produzierte

und errichtete Hotels bzw. Motels. Alle Standorte

und alle Infos zu Motels und Hotels von ELK findet

sich unter www.elkmotel.at

The European Business and Investment Magazine iconannual 69


Institute of Science and Technology Austria

The Institute of Science and Technology Austria

(IST Austria) is an international, PhD-granting,

interdisciplinary research institution dedicated

to cutting-edge basic research in the life sciences,

physics, math, and computer sciences and

training the next generation of scientists.

IST Austria

Training the next

generation of

scientists

An ecosystem for science and career development

One of IST Austria’s main objectives is to help outstanding

scientists to successfully climb the steps of a meaningful

career. Emphasis is put on supporting career

development on all stages of an international scientific

career ranging from internship programs and PhD

studies to Tenure Track professorships and promotion

to Full Professors after international external Tenure

evaluation. The multi-disciplinary US-style Graduate

School provides depth and breadth of a modern, interdisciplinary

PhD education.

Scientific quality and promise as hiring criteria

Effective recruiting ensuring scientific quality and

potential is the only key to sustainable success on all

career levels at IST Austria. Applications are accepted

from all scientific fields currently present: Biology,

Neuroscience, Mathematics, Physics, and Computer

science. Scientists are integrated in world-class multidisciplinary

research, with close interactions with

colleagues from different fields (through shared facilities,

joint projects, and events). IST Austria aims to

break down the traditional boundaries between disciplines

and fosters both theoretical and experimental

research, with an emphasis on close and meaningful

collaborations between the two camps.

ISTplus Postdoc Program – Horizon 2020 MSCA

COFUND

With the implementation of the ISTplus program IST

Austria also wants to break new grounds for the advancement

of scientific careers on the postdoctoral level.

No matter if postdocs stay in research (academia

or industry), or go into management (founding small

companies, running big companies), or into the public

sector (science administration, policy advice) – international

recruitment based on excellence and diversity

combined with the specific research and training

program will lead to successful alumni in all of these

fields. As a coherently integrated program with strong

monitoring, evaluation and follow-up, it offers two-year

fellowships for highly qualified, incoming postdocs

70 iconannual The European Business and Investment Magazine


Innovation

The ISTplus Program has received funding from the European

Union’s Horizon 2020 research and innovation programme under

the Marie Skłodowska-Curie grant agreement No 754411.

featuring an open, bottom-up

international recruiting

process, truly interdisciplinary

research

options, a Targeted Competence

Building program,

and a secondment scheme

with an intersectoral network

of partners.

Cross-boundary network

The ISTplus postdoc program is a first step in a longer-term

undertaking to establish close interaction

and cross-fertilization between stakeholders from

different sectors. As a consequence the program will

be carried out with a partner network, incl. SMEs, applied

research companies, organizations in the field of

tech transfer and science education, and commercial

enterprises. A secondment scheme will kick-start and

facilitate cross-boundary networking and translational

research. Fellows will be supported in the choice

Fotos: IST Austria/Nadine Poncioni

of the right partner, in setting up a research plan, and

may opt for an extension of the fellowship for up to

six months to enable intersectoral mobility. Various

events, workshops, trainings, and further activities in

the area of tech transfer will cultivate an open-minded

entrepreneurial spirit among program participants.

Fellows planning to pursue intersectoral co-operations

even after their fellowships will be given the option

to do so by applying to the internally funded one-year

TWIST-fellowship.

Translation to economy

The project to build a science and technology park for

research-intensive enterprises adjacent to the IST Austria

campus is one of the key actions to establish an

innovative ecosystem at and around its campus. The

completion of the first buildings is expected for 2018.

Already now, IST Austria rents out office space to future

residents of the tech park, that are interested in the

research fields present at IST Austria. Thus frequent

and direct interaction with stakeholders from different

sectors happens naturally and on a daily basis.

IST Austria was established by the federal government

of Austria and the state government of Lower Austria and

was inaugurated in 2009. Following the implementation of

the ambitious development plan, about 90 research groups

will be working in a highly modern environment by 2026,

modeled after international examples such as the Max

Planck institutes, ETH Zurich, and the Weizmann Institute of

Science. President of IST Austria is Thomas A. Henzinger, a

leading computer scientist and AAAS, ACM and IEEE Fellow.

www.ist.ac.at

The European Business and Investment Magazine iconannual 71


Osterreichischer Stadtebund

Smart Cities:

Transformation,

Transition,

Change.

These are very interesting

times for cities. During the

last decades, cities constantly

gained greater attention.

Urbanisation is no longer a

new trend – it is a fact.

Cities like Vienna grow double the amount of

people that have been predicted and to cope

with that, the city is in constant change. In the

US „change“ is associated with a quite positive

meaning: Change is good, change smells like future.

In Europe, it is not that easy when it comes to change.

Nonetheless we all are aware of the need to cope with

it. So for the last years, the cities political and administrative

representatives intensely engaged themselves in

opportunities and threads of the digitalization process

that arose around the „Smart Cities Initiative“.

During the ongoing research on e-mobility services

automotive driving brought another significant twist

into this discussion. And along came once again the

question: When it comes to accidents - shall machines

decide who will be saved and who not? This is the

most serious of all previous „smart-up your life“ discussions.

Local politicians are in the middle of this

process. It has never been an easy job but with a more

complex world, it has grown into a huge challenge. The

Austrian Association of Cities and Towns (AACT) has

been founded to represent the interests of Austria`s

municipalities. It is a platform, where city representatives

exchange their experiences and knowledge and

formulate united efforts. This year the AACT`s General

Assembly concentrates on the topic „To think the city

anew – To master digitalisation“ 1 .

Looking back, when it comes to mobility, things

seem quite clear today: Our cities suffer from congestion

and particulates and digitalisation is providing

the much-needed intelligent solution. In Vienna congestion

causes a damage of Euros 300.000,- per day,

but digitalisation clearly proofed to be a helpful tool to

shift people`s mobility behaviour.

Another relevant topic for European cities is online

trade: We`ve already undermined our historical city

structure by car-concentrated outskirt shopping malls.

Nowadays, e-commerce is most popular, 56% of the

consumers confirm to already buy online 2 .

Last but not least, a recent study says that during the

next 30 years, 43 percent of all EU-Jobs will be automatized.

3 In Austria, only 12 percent of working people

expect more jobs through digitalization, sceptics are

1 www.staedtetag.at

2 www.pressebox.de/inaktiv/kpmg-ag-wirtschaftspruefungsgesellschaft/KPMG-Umfrage-Digitalisierung-und-Vernetzung-verschaerfen-Wettbewerb/boxid/627648 ->

3 Presse am Sonntag, 20.11.2016, Seite 4, Ausland

72 iconannual The European Business and Investment Magazine


Future Cities

Smart Shuttles in Sitten,

Switzerland

Foto: Joel Kernasenko

Foto: PostAuto Schweiz

Digitalisation has reached the cities

sure that 20 percent of all jobs will be lost. 4

Experiences and polls are one way to ponder, another

is applied research. And there are some extreme

examples: In the US, actually a city for 35.000 people is

being built for research purpose only. But what results

will research without real-life-users bring?

Cities as well as citizens have always proofed to be

adaptable. The tramway once replaced carriages, and

where automotive driving will lead us. In Austria 60

percent of the people think that advantages prevail,

when it comes to technological innovation. 5 So, sceptic

or not: We all are more or less fascinated by new inventions

that seem to come straight out of a Science Fiction

movie. And cities want and have to be partners in this

innovation process. While economy and research can

only concentrate on the solution of a specific part or

problem in one`s life – the people behind „the City“

have the responsibility to ensure a sound structure of

public services and a good quality of life.

There are no easy decisions, when it comes to

change. Beate Hollbach-Grömig, expert for Trade at the

German Institute for Urbanism (difu) recently raised

red flags: Online trade is „ruinous for city centers“.

Reals costs and ecological stress are being neglected.

One solution for city centers might be digitalisation itself,

like online platforms for local shops and Apps for

online grocery shopping and delivery. But the expert

closes her speech with good reason as follows: „Cities

are attractive because of their (historical) structure and

atmosphere.“ That’s their unique selling proposition.

Throughout all necessary transition, transformation

and change we should not forget about that.

4 & 5 Marketagent.com (im Auftrag der DBT), www.it-press.at/presseaussendung/IKT_20160520_IKT0009/oesterreicher-erwarten-arbeitsplatzverluste-durch-digitalisierung-bild

The European Business and Investment Magazine iconannual 73


Austrian Institute of Technology

At AIT, models are being

developed on how urban

centers of tomorrow can be

simulated, planned and ultimately

realized.

Our services

Developing tools in order to:

• understand network interaction

and support city planning

• efficiently identify energy losses

in the cities

• visualize the effectiveness of

CO 2

reduction measures

• reduce energy consumption in

urban areas

• increase the safety of the population

and maintain water quality.

Foto: Johannes Zinner/AIT

Prof. Dr. Reinhard König,

Senior Scientist at the Center

for Energy, Sustainable

Buildings and Cities, Austrian

Institute of Technology

„ Thanks to Design Space

Exploration, we are

developing models that

provide an important

basis to arrive at fast

compromise solutions

for complex urban

planning issues.“

Our work

According to UN Habitat estimates,

about 3 million people around the

world are moving to urban centers

every week – the proportion of the

urban population will thus further

increase in the coming decades

and rise to about 70 percent by

2050. This, however, also leads to

increasing social and ecological

challenges as cities are already

one of the main causes of climate

change. They consume about twothirds

of the total energy and thus

also account for a large part of CO 2

emissions. Urban spaces are a very

complex system in regards to their

structure and networks, whose

physical, social, technological and

economic development depends on

the interactions between the public

sector, businesses, politicians

and citizens of the city, but also on

the interaction with the city surroundings

and with other cities.

Developing livable, resource-conserving

and low-emission cities therefore

requires special concepts,

procedures, processes and tools to

be deployed in a complex interplay

with stakeholders.

74 iconannual The European Business and Investment Magazine


Future Cities

Planning the cities

of tomorrow

A smart city comes to life:

the lakeside city of Aspern

is an interdisciplinary

research project with

AIT participation.

Foto: Lukas Lang

Simulation models startng

with the green meadow

AIT therefore designs simulation

models that open the door to

an analysis of the questions posed

and create solutions – always

doing so in a highly complex, interdisciplinary

context and with

the clear goal of conflict resolution.

Measuring and interpreting

behavior

The findings are relevant to the

developers and providers of future

metropolitan centers to be able to

provide effective solutions as well

as to urban decision-makers in order

to be able to invest in the most

promising measures for achieving

social and urban planning objectives.

City planners are forced to

create structures that are as resilient

as possible and will not be

completely obsolete 10 years down

the road. Therefore, AIT can generate

different variants at the push

of a button which significantly

support the relevant decision-making

processes.

Complexity science hub

The Complexity Science Hub in

Vienna is a showcase project for

the interplay between research

institutes and innovative companies

for smart cities in which concepts

for urban development are

being developed by the Technical

University of Vienna and AIT

on an interdisciplinary basis. For

only multi-modal, holistic and

cross-sectoral solutions will make

it possible for cities to remain viable

and “smart” in the future. In

order to accelerate a comprehensive

implementation of smart city

concepts, scientific methods are

being developed that allow the

handling of complex questions in

this interdisciplinary context.

The European Business and Investment Magazine iconannual 75


MA 23 _ Wirtschaft Arbeit und Statistik

What is a future city? A quick

web search seems to provide a

simple answer: cities of the future

are characterised by constant

growth, a booming tourism industry,

high quality of life, low prices,

a competitive economy, perfect

infrastructure, political stability

and a cosmopolitan attitude.

Mag. Elisabeth Unger

Dezernat Forschung, Technologie und Innovation

MA 23 - Wirtschaft, Arbeit und Statistik

Future cities

as hubs for growth

Their population is highly

educated, open-minded, mobile,

creative and diverse.

Of course, everything about

these cities is smart, innovative,

resource-efficient and socially responsible.

Most probably, to be honest, no

single city in the world has all of

these characteristics, but some cities

can clearly be associated with at

least part of them.

What about Vienna? In terms of

tourism and quality of life, the Austrian

capital certainly meets the criteria.

Vienna is among the world’s

most highly rated cities in areas

like cultural life, infrastructure

and innovation. It tops the Mercer

survey on quality of living in international

cities on a regular basis. To

keep this status in the future, the

Vienna City Administration has

committed to the Smart City Wien

concept for an intelligent, sustainable

and opportunity-oriented city

of the future. Its key focus is on ensuring

and further improving the

city’s ecological, economic and social

performance. At the same time,

demographic change, new patterns

of employment and consumption,

technological progress and the

greening economy have considerable

impact on cities like Vienna.

After all, Vienna is a fast-growing,

young and multicultural city.

With a population of 1.9 million,

projected to reach the two million

mark in a few years, it is currently

the sixth largest EU city. Its historical

background and central location

at the heart of Europe make it

an attractive business location and

a magnet for people from the German

speaking parts of Europe, the

surrounding regions and countries.

Immigration from the Middle East

is also on the increase.

With over 195,000 students –

more than in Berlin or Munich –

Vienna is now the biggest university

city in the German-speaking

countries. Around a quarter of the

city’s enrolled students come from

abroad. Knowledge, research and its

application in the form of new technologies

and innovative products

or processes form the basis for the

city’s successful future. Vienna is

among the top ICT cities in Europe,

with a strong service sector focusing

mainly on leading-edge technology.

76 iconannual The European Business and Investment Magazine


Future Cities

Foto: Peter Burgstaller

As a city of university education

and services, Vienna stimulates the

creation of new jobs in future-oriented

sectors like ICT, life sciences

and other R&D intensive fields. The

number of businesses conducting

research has tripled over the past

15 years. More than 40,000 people

are currently employed in research

and development, and the number

of jobs in this sector is projected to

increase sustainably. R&D spending

as a percentage of the gross regional

product is yet another indicator for

a location’s knowledge focus; with

currently 3.6%, Vienna is among

the top regions in Europe in this

regard. Furthermore, Vienna has

a very favourable efficiency score:

in terms of labour productivity, Vienna

is among the top 10 first-tier

metropolitan regions, and efficiency

has been rising faster over the

medium term than could be expected

against the backdrop of convergence

trends in the urban system.

Nevertheless, Vienna’s success story is not only

based on its economic strength. High quality of living

also means that everybody who lives in the city should

be able to participate in social life in accordance with

their own needs and preferences. This applies to all

spheres of life – the labour market, cultural offers, educational

facilities etc. Insecurities and uncertainties

caused by social change and, in particular, by fastpaced

technological change must be taken seriously

and require targeted measures to tackle these challenges

(e.g. information, further education and training,

support and assistance). Vienna’s claim that no one

should be left behind is also laid down in the city’s

economic policy guidelines.

In summary: can Vienna be called a future city? Its

excellent quality of living, high ecological standards,

economic success, social stability and forward-looking,

innovation-friendly policies certainly speak a clear language.

The Austrian capital has always been known for

its optimistic outlook on the future, its generally positive

attitude towards new developments, and its willingness

to take an active part in these changes. All in

all, the conclusion is clear: when talking about future

cities, there are many good reasons to count Vienna in.

Foto: Christian Jobst

Foto: Peter Burgstaller

The European Business and Investment Magazine iconannual 77


Kommunalkredit Austria

Paradigm shift in

infrastructure financing

The environment for infrastructure

financing in Europe has

changed drastically in recent

years. This has resulted in a

paradigm shift.

As governments have hit the

debt ceiling – currently, the

national debt of 17 out of 28

EU Member States exceeds

the Maastricht limit of 60% of GDP 1 –

the financing of infrastructure investments

has become increasingly

difficult. This has led, in turn, to a

shift from budget financing to project

financing. Moreover, new regulatory

provisions for banks are

making it more difficult for them

to hold long-term assets, and the

costs of long-term lending have increased

significantly. At the same

time, the historically low level of

capital market yields is compelling

investors to broaden their investment

universe.

In this environment, infrastructure

investments represent an attractive

asset class that is likely to

generate stable cash flows in the

long term, with institutional investors

benefiting from a more favourable

regulatory treatment of

equity than in the case of corporate

investments.

Demand for infrastructure investments

is high, especially in the

energy and transport sectors; according

to estimates by the European

Investment Bank (EIB), approx.

EUR 2,000 billion

2 in capital

expenditure will

be required within

the European

Union (EU)

during the period

up to 2020,

not counting

other important

sectors such

as waste, waste

water and social

infrastructure.

Special schemes,

such as the Juncker

Plan initiated

in 2015 (European

Fund for

Strategic Investments

/ EFSI),

Alois Steinbichler

Chairman of the Executive Board

of Kommunalkredit Austria

through which public and private

investments in the real economy in

a volume of at least EUR 500 billion 3

are to be mobilized over a period of

three years, are intended to help

meet this demand and stimulate

economic activity.

Kommunalkredit Austria has

positioned itself as an expert in public-sector-related

infrastructure

project business.

The bank acts as

a bridge between

project sponsors

requiring structuring

and financing

solutions,

on the one hand,

and institutional

investors

(insurance companies,

invest-

Foto: Petra Spiola

ment funds, etc.)

looking for investment

opportunities,

on the

other hand. The

bank’s direct focus

is on project

1 Public Debt, Austrian Economic Chamber: European Commission, OECD, November 2016.

2 Private Infrastructure Finance and Investment in Europe, EIB 2013.

3 Strengthening European Investments for Jobs and Growth: Towards a second Phase of the European Fund for strategic Investments and a new European external Investment Plan, European Commission,

September 2016.

78 iconannual The European Business and Investment Magazine


International Finance & Projects

structuring and the financing of the construction phase,

whereas long-term finance for the operational phase

is provided, above all, by institutional investors, who

tend to focus increasingly on asset classes with stable

cash flows. In this context, public-sector-related infrastructure

projects are an attractive target segment.

Serving a broad customer base in Austria and the

European core countries, Kommunalkredit concentrates,

above all, on projects in the sectors of

• social infrastructure (care homes, health care and

educational institutions,

administrative

buildings),

• transport (commuter

transport, road and rail

transport), and

• energy & environment

(sustainable sources of

energy).

Kommunalkredit covers

the entire value

chain, i.e. project consulting,

project structuring

and, in particular, financing

of the construction

phase. In an effort to meet the demand for project

finance more effectively, given the limited financial

latitude allowed to public budgets due to the need for

budget consolidation, the bank also offers alternative

forms of finance, e.g. models of availability-based

compensation.

The availability model is well suited for public-sector

projects, such as the construction and/or renovation

of public facilities, e.g. schools or kindergartens, as

it provides a framework not only for the construction

of the facility, but also for its continuous availability

over a certain contract term. The facility is planned,

financed, built and operated by a special purpose company

under private law on behalf of the public-sector

principal and in cooperation with a private partner.

Thus, availability models go beyond pure financing,

as they also constitute a method of procurement. The

expertise of private partners is used to limit the risk

for the public-sector principal. Thus, the private partner

assumes not only the construction risk, but also

the risk of limited availability, as the compensation

to be paid by the public sector-client depends on the

fulfilment of a previously agreed set of specifications.

Except for the availability compensation, models of

this type do not count for the European System of Accounts

(ESA) and the Maastricht criteria.

Graph: Availability model for the construction and maintenance of a school

Kommunalkredit’s bridge function consists in its

ability to structure projects in cooperation with public-sector

principals and private partners, to design

a financing structure, to raise funds for the construction

phase and to cover long-term refinancing during

project operation together with institutional investors,

such as pension funds or insurance companies.

These are ideal prerequisites for an accelerated implementation

of infrastructure projects. On this basis,

Kommunalkredit has been involved in a number of

infrastructure projects, such as the construction of

a new building for a government ministry, a road rehabilitation

and lighting project, and a credit facility

for the renovation of a school building, all within the

framework of availability models, in several European

countries.

The European Business and Investment Magazine iconannual 79


SummerLight Capital Partners

Private Equity Partners

Während Ihr Unternehmen Finanzierung für Betriebsmittel und

Arbeitskapital erwerben kann, ziehen bis dato Markeninvestitionen

selten das Interesse der Finanzwirtschaft auf sich.

Die Zukunft Europas hängt

allerdings am geistigen Eigentum

und hier besonders

an den vielen starken und

wertvollen Marken, die noch viel

besser vermarktet werden müssen.

Aber wie lassen sich Markeninvestitionen

finanzieren? Durch

alternative Finanzierungsformen

wie etwa Private Equity, Venture

Capital oder spezialisierte Markenfonds,

wird hier ein großes Potential

geschaffen.

SummerLight Capital Partners

fokussiert sich auf Unternehmen in

Europa, die eine schnell wachsende

Marke im Einzelhandel, Dienstleistungssektor

und in der Konsumgüterindustrie

besitzen. Mit

dem European Consumer Brand

Fund schaffen wir Möglichkeiten,

die es bisher in Europa nicht gab.

Unsere gemeinsame Aufgabe ist es,

das Wachstumspotential Ihres Unternehmens

durch Branding auszuschöpfen.

Jede Investment Situation ist

unterschiedlich und ein individueller

Ansatz vonnöten. Das

Markenunternehmen wird vorab

genau analysiert und es werden

Strategien über die zukünftige

Ausrichtung des Unternehmens

und dessen Marken entwickelt. In

den meisten Fällen führt dies zu

einer Anteilspartnerschaft (Private

Equity), aber auch Markenfinanzierungsprogramme

können

in Verbindung mit Private Equity

oder Stand-Alone umgesetzt werden.

Die Entwicklung der operativen

Ergebnisse und KPIs und die

dazu notwendigen Instrumente,

sind eine Voraussetzung für eine

positive gemeinsame Markenentwicklung.

Durch die Wiederbelebung von

„Heritage Brands“ und mit nachhaltigen

Investitionen in bestehende

Marken, die in Europa vor allem

durch viele Klein- und Mittelbetriebe

vorhanden sind, haben wir

hier ein immenses Marken-Potential.

SummerLight Capital Partners

bieten Kapital und Know-how zur

Markenentwicklung und ermöglichen

damit die Wertsteigerung für

ihr Unternehmen.

Gehen wir gemeinsam den Weg zu

neuen Nummer 1 Marken.

80 iconannual The European Business and Investment Magazine


International Finance & Projects

Foto: Christina Haeusler

Foto: Schedl/APA/European Brand Institute

Klaus Müllner

Founder & Chief Investment Officer

Dr. Gerhard Hrebicek

Founder & Chief Brand Officer

While your company can obtain funding for

growth and working capital, brand building

investments do not attract interest from the

funding community that much.

Foto: istockphoto.com

Europe’s future depends on intellectual property

and in particular on the many strong and

valuable brands that should be marketed even

better. But how can brand investments be financed?

Great potential is created through alternative

financing such as private equity, venture capital or

specialized brand funds.

SummerLight Capital Partners focus on companies

in Europe with a fast-growing brand in the retail,

services and the consumer goods industry. With the

European Consumer Brand Fund, we are creating opportunities

that have not yet existed in Europe. Our

mission is to establish your business’ growth potential

through Branding.

Each investment situation is different and an individual

approach is required. A potential company

is precisely analyzed and discussions are conducted

about the company’s orientation. In most cases,

the results lead to a private equity partnership, but

brand financing programs can also be considered in

connection with private equity or stand-alone. The

development of the operating results and KPI’s and

the necessary tools are a prerequisite for a positive

brand development.

By reloading “Heritage Brands” through sustainable

investment in existing brands, which we find in

many small and medium-sized enterprises in Europe,

we can raise an immense brand potential.

SummerLight Capital Partners provide capital and

know-how for brand development and therefore enable

value creation for your company by brand-led growth.

Let’s start a journey together to build new number 1

brands!

The European Business and Investment Magazine iconannual 81


Lansky, Ganzger + partner

Directive

2014/95/

Foto: CanStockPhoto.com

In the case of individual countries, such as France and

Denmark, comprehensive disclosure requirements

for undertakings have already been applicable. Until

now, these have been exceptions in the EU. In the era

of globalisation, undertakings operate worldwide and,

due to interlinked supply chains, across country borders.

In the course of their global operations, human

rights violations and harmful environmental influences

can, however, also occur. For this reason, there is

mounting global pressure on companies to act in a responsible

and sustainable manner. On the international

level, a trend towards mandatory CSR reporting may be

observed, with politicians recognising the importance

of corporate responsibility for society and the environment.

In October 2014, the European Parliament and the

European Council placed an important emphasis on

“managing change towards a sustainable global economy”

with the amendments to Directive 2013/34/EU:

the amended Directive (2014/95/EU) provides for the

mandatory disclosure of “non-financial and diversity

information” in the financial reporting of “certain large

undertakings and groups”. With effect from January

2017, there is a CSR-reporting obligation. The focus is

on minimum standards for non-financial reporting,

applicable across Europe, in order to establish transparency

and comparability. The EU therefore obliges

large undertakings to disclose social and ecological

matters, as well as related risks, strategies, achieved results,

and non-financial performance indicators. This

“non-financial information” should provide information

about commitment to sustainability in business

activity and strengthen investor and consumer trust.

At the same time, the disclosure requirements promote

better comparability with regard to corporate responsibility.

The disclosure requirements only concern those

undertakings, which are public-interest entities (according

to § 189a (1) of the Austrian Commercial Code

[UGB] in Austria), whose balance sheet total exceeds

20 million euros, or whose turnover exceeds 40 million

euros, and whose annual average number of employees

exceeds 500. In this regard, undertakings of

public interest (“public interest entities”, “PIEs”) are

undertakings whose securities are admitted to trading

on the stock market of an EU Member State or that of a

signatory state of the EEA, corporate credit institutions

and insurance companies, or undertakings, which, irrespective

of their legal form, are described as “public

interest entities” in federal law with reference to their

purpose.

The information to be disclosed in the progress report

section of the management report includes details

that are necessary for understanding the undertaking’s

operations and its performance, the position of the

group, as well as the impact of its activities, and must

make reference, as a minimum, to environmental, social,

and employee matters, to respect for human rights,

82 iconannual The European Business and Investment Magazine


International Finance & Projects

EU commits undertakings

to sustainability

and measures to tackle corruption and bribery [Article

19a, paragraph 1, points a) to e), Directive 2014/95/

EU]. The report must also include policies and a description

of due diligence processes implemented with

regard to social and employee-related matters. The results

of such policies, main risks associated with the

matters outlined above, business relationships, as well

as the most significant non-financial performance indicators,

should also be indicated [Article 19a, paragraph

1, points a) to e), Directive 2014/95/EU]. The matters

and information to be reported should be identified on

the basis of their significance for the undertaking. An

omission of information should be explained following

the “comply or explain” principle. There are, therefore,

no mandatory specifications regarding the length. Guidelines

of the Global Reporting Initiative (GRI), as well

as other internationally-recognised standards, such

as, for example, the ISO 26000 guidelines, can provide

guidance for the content of the sustainability report.

In the area of risks for human rights, the CSR guide

of the “UN Guiding Principles Reporting Framework”

sets the standards.

The sustainability report must be disclosed either

as a statement in the progress report, or in the form

of a so-called “separate non-financial statement”. The

Directive requires that Member States ensure that the

statutory auditor or the audit firm checks whether the

non-financial statement or the separate report have

been provided (Article 19a, Paragraph 1.5 of Directive >>

Dipl. iur.

Tatiana

Urdaneta

Wittek is

an attorney-at-law

at Lansky,

Ganzger +

partner

(LGP) and

founding

member of

the Austrian Desk of the Italienische Handelskammer

für Deutschland (Italian Chamber of

Commerce for Germany, ITKAM). The lawyer,

who is qualified in the jurisdictions of several

countries, grew up in Italy, and predominantly

represents clients on matters of Italian law,

and on all issues pertaining to bilateral trade

relations between Austria, Germany, and Italy.

Further specialisations include human rights

and international law, areas which today play

a major role in the global economy. Since the

creation of the Austrian Desk, Tatiana Urdaneta

Wittek has been involved in strengthening

the positioning of the “Made in Italy” mark in

Austria. She is licensed to practice as a lawyer

in Germany and Austria, studied law in Cologne,

Lausanne and Vienna, and speaks fluent

German, English, French, Italian, and Spanish.

Foto: LGP

The European Business and Investment Magazine iconannual 83


Thinking outside the box

is not just a phrase,

but rather our approach

to legal advice.

“Grow your market share. Leave protecting your business to us.” That is what lawyers usually say.

At LANSKY, GANZGER + partners we do not limit ourselves to presenting legal issues.

Native language experts, lawyers and advisors from more than 20 nations bring the necessary

skills to the table to solve a wide range of problems in day-to-day business life. Our geographic

reach extends to Southern Europe, into the CIS area, and Asia. Our network includes local partner

firms in over 50 countries worldwide.

Successful legal advice means more than simply knowing and applying the law.

We Lansky, provide Ganzger advice + on:

partner, one of the leading law firms in Austria and the Slovak Republic,

• has Company longstanding formation and profound M&A

experience that enables it to deliver an all-encompassing,

• inter Setting disciplinary up sales structures

and cross-regional service of the highest level.

• Labour law issues

• Lansky, Market Ganzger launch of + products partner and closely services

col labo rates

and inter national banks, corporations and

• with Media, ex ternal IP and specialists IT

and a worldwide network

companies have, over the past years, relied on

• of Private consultants international and local law

advisers. This ensures

the firm’s extensive expertise. The all-inclusive

• that Public the decision-making firm able to offer processes

individual, strategic

approach of Lansky, Ganzger + partner clearly

• and European pragmatic law, all-in-one subsidies, solutions antitrust and to their competition national law

distinguishes itself from the general standard of

• and Outsourced international legal clients. services

Many renowned national

a conventional, solely legal consultancy.

LAnSky, GAnzGeR + partner

Attorneys at Law

Biberstrasse 5

a-1010 Vienna (austria)

W: www.lansky.at

T: +43 1 533 33 300

F: +43 1 532 84 83

e: office@lansky.at

Vienna – BraT isL a V a – Baku – asT ana


Lansky, Ganzger + partner

International Finance & Projects

2014/95/EU). Member States may additionally stipulate

that the content of the report is checked by an independent

provider of auditing services – an external content

audit is therefore not a requirement of the Directive.

In Austria, Directive 2014/95/EU was implemented

into national law with the introduction of the Improving

Sustainability and Diversity law (Nachhaltigkeitsund

Diversitätsverbesserungsgesetz, NaDiVeG). This

was published in the Federal Law Gazette on 19.01.2017.

The legislature has intervened both in the Austrian

Commercial Code (Unternehmensgesetzbuch, UGB),

as well as in

In Austria, Directive

2014/95/EU was implemented

into national law.

the Austrian

Stock Corporation

Act

(Aktiengesetz,

AktG), and in

the Austrian

Limited Liability Company Act (GmbH-Gesetz) – in

this manner, § 243b and § 267a, for instance, were newly

incorporated into the Austrian Commercial Code.

The latter contain the obligation for a “non-financial

statement”. The NaDiVeG stipulates mandatory disclosure

on diversity policy and its promotion through the

administrative, management and supervisory bodies of

the undertaking. In Austria, approximately 125 undertakings

are subject to the NaDiVeG reporting requirements

1 .

Altogether, approximately 6000 undertakings

across Europe must fulfil the Directive’s reporting requirements.

However, the number of undertakings required

to do this varies between the EU Member States.

In Slovakia, approximately 30 to 40 undertakings are

subject to the reporting requirements of the amended

version of the Accounting Act (i.e. Accounting Act/

Federal Constitutional Law 1992, in its version no.

431/2002), into which the EU Directive has been transposed.

2 By contrast, in Croatia, the number of undertakings

is estimated at approximately 200. 3

Small and medium-sized undertakings are (for the

time being) exempt from the reporting requirements

pursuant to Directive 2014/95/EU. Nevertheless, the

EU provision permits the inclusion of further undertakings

in the reporting requirements at a later date.

One thing is certain: already, the newly introduced reporting

requirements are radiating out to undertakings

(albeit indirectly), which are not yet subject to this obligation.

This is because undertakings subject to the CSR

reporting obligation, for their part, disclose information

about suppliers and networks. As a result, information

pertaining to CSR may also be requested along

supply chains from small and medium-sized enterprises,

with whom the undertaking has a contractual relationship.

Conflicting “Codes of Conduct” among individual

contractual partners can certainly lead to legal

uncertainties. An agreement on standardized information

requirements between all stakeholders,

in the form of a voluntary reporting standard,

can serve as a corrective in this matter.

An improvement in transparency of reporting

is an important step towards responsible

business practice. An undertaking can only

change its business practice with relation to

sustainability when it is aware of the substance and

impact of its economic activity. Through the disclosure

obligation, and the associated need to structure business

activity in the non-financial area, the undertaking

automatically assumes social responsibility.

A shift has taken place in our society: undertakings

are no longer merely judged by their economic

performance. On the contrary: commitment to social

and ecological issues (also documented in the annual

report) may even increase the undertaking’s value.

Correspondingly, CSR reports are used as a marketing

tool, because a proactive observance of human rights

increases the attractiveness of the undertaking for investors,

employees and customers. The EU Directive

2014/95/EU takes the growing importance of sustainability

issues in our society into account. An obligation

for reporting in matters of sustainability is not

only relevant for corporations, but also for medium-sized

suppliers.

As such, the

Directive encompasses

(at least indirectly)

a huge

segment of

market participants.

Foto: shutterstock.com

1 www.wko.at/Content.Node/Service/Umwelt-und-Energie/Nachhaltigkeit-und-Umweltmanagement/Nachhaltigkeit/Unternehmen/Informationspflicht-ueber-Nachhaltigkeitsaspekte.html

2 & 3 www.csreurope.org

The European Business and Investment Magazine iconannual 85


China Council for Brand Development (CCBD)

Fotos: CCBD

2016 China Brand Evaluation Press Conference

CCBD is mainly engaged in brand

theory study, formulation of international

and national standards,

publicity of brand evaluation, professional

and technical training,

international cooperation, etc.

China Council for Brand Development (CCBD)

is the only national brand-related organization

that has acquired permission from State Council

and approval from Ministry of Civil Affairs

of the PRC and is under the direct administration of

General Administration of Quality Supervision, Inspection

and Quarantine of the PRC (hereinafter referred

to as “AQSIQ”). Adopting the system of council,

CCBD is a non-profit social organization constituted

voluntarily by enterprises, public institutions, social

groups and individuals that are relevant to brand development.

Mr. LIU Pingjun, member of the national

committee of CPPCC and former deputy director of

AQSIQ, acts as the president of CCBD.

CCBD is mainly engaged in brand theory study,

formulation of international and national standards,

publicity of brand value evaluation, brand fostering

consultation, professional and technician training,

brand exhibition, international cooperation and exchange,

etc.

CCBD has been focusing on brand evaluation,

which is currently its important undertaking, in

86 iconannual The European Business and Investment Magazine


Branding

China Council for

Brand Development

To be scientific, impartial,

transparent and admitted

the principle of “To be scientific, impartial, transparent

and admitted”. It also publishes “China Brand

Evaluation Information” on Dec. 12th every year by

cooperating with entities like CCTV to conduct annual

summary and analysis on Chinese brands’ comprehensive

connotation and value. Brand evaluation

is an important action to generate positive energy for

Chinese brands, improve their international influence

and propel them to go global.

As required by the development of international

brand evaluation, International Organization for Standardization

(ISO) established a Technical Committee

(ISO/TC 289 Brand Evaluation) in January, 2014 through

the voting among ISO members and ISO/TMB

in response to the joint proposal from China (SAC)

and the U.S. (ANSI). The secretariat of ISO/TC 289 is

in CCBD, which also hold the national mirror committee

in China.

By now, ISO/TC 289 Brand Evaluation has held

three plenary meetings in Beijing, London and Cancun;

and four Working Group (ISO/TC 289/WG 1

Brand Evaluation Process) meetings in Shenzhen,

Vienna, Cancun and Moscow for the development

of new international standard. SAC (China) and ASI

(Austria) share the convenorship of ISO/TC 289/WG

1 to initiate the formulation of international standard

Brand Evaluation-Fundamentals and Principles.

CCBD is willing to cooperate with institutions of

brand research, evaluation and management all over

the world in multiple levels and aspects to promote

brand development and build a better life.

The European Business and Investment Magazine iconannual 87


Technical Committee 066

Experience

and business reputation

as a part of a brand

Nowadays, the activities of

any company are being

evaluated and criticized

either by the consumers or

by independent rating agencies. A

positive or negative score of a company

has a significant impact on

their business development. One

of the basic indicators that can be

evaluated in any brand or company

is their reputation.

Evaluation of experience and

business reputation of enterprises

is a relatively new concept for Russia,

but every day is gaining popularity.

The image and reputation are

both parts of a brand. However, the

two concepts intertwine semantic

elements, but the difference lies

in the fact that the image of an organization

can be created through

advertising and the media in a relatively

short time, while the reputation

is earned over the whole life

of the enterprise, and constantly

needs to be verified.

In some cases the image of a

brand can compensate the absence

of other distinctive features of

products or services. As a rule, it

serves to attract customers. Business

reputation determines the

level of confidence and motivation

in appealing to a particular brand.

Based on a positive business reputation,

the customer considers the

brand as a guarantee of quality and

prefers it in building long-term

relationships. A well-known and

popular brand adds value to the

service or product.

Business reputation as an intangible

asset of the company has

a significant impact on competitiveness

and business efficiency.

This intangible asset can be calculated.

Currently, there are a couple

of methods for assessing business

reputation. It does not exist separately

from the company and it is

impossible to dispose of as a separate

object. Positive business reputation

can be regarded as a supplement

to the price.

Evaluation of experience and

business reputation arose in re-

88 iconannual The European Business and Investment Magazine


Branding

Fotos: Anna Zobnina

sponse to a new trend in Russian

society — a need for trust in commercial

structures.

The construction industry is

one of the key industries, which

plays a huge role in formation of the

national economy. Stabilization of

the construction market following

the 2008 crisis became a prerequisite

for the emergence of many

small and medium-sized contracting

and subcontracting organizations.

Despite the fact that at that

time there were already self-regulatory

organizations (SRO), which

supervised and issued permits for

certain type of jobs, in the construction

industry the problem of

choosing and controlling scrupulous

providers has increased. Lack

of control resulted a decline in the

quality of services and disruption

of the execution of the obligations

by the enterprises.

A system, which would contribute to the improvement

of quality and settles a classification of suppliers

(on a number of grounds) measuring their reliability

at the same time, simply did not exist.

The first standard was published in 2014, which

gave the scope of evaluation of experience and business

reputation of construction companies in the Russian

market. Later on, the Technical Committee for

Standardization 066 "Evaluation of experience and

business reputation of enterprises" developed an improved

version of it and other standards in new areas

as well.

The evaluation system of experience and business

reputation is dynamically developing and has established

itself as an effective instrument to achieve a

result in fair selection of service provider, as well as

in increasing service quality.

Technical Committee 066 cooperates with the European

Brands Institute participating in meetings of

the International Organization for Standardization -

Technical Committee (ISO/TC 289. Brand Evaluation.)

and in preparing of the implementation of the brand

evaluation standard in Russia. TC 066 is kind of a

counterpart of the TC 289. Their activities are related,

as business reputation is an integral part of the brand.

The cooperation between the two committees would

continue and deepen. Several joint projects are scheduled

in the year 2017.

The 4 th Meeting of

ISO/TC 289/WG1

Moscow, Nov 2016

Thomas Mezossy

Head of Authority

Member of TC 066 and TC 289

The European Business and Investment Magazine iconannual 89


Bobby J. Calder

Brands as

Intangible Assets −

Changing the Future!

Everyone recognizes that brands are

important. But why are standards for

determining brand value important?

To start

with, we

must realize

that

since the 1990s

investment in

intangible assets

(such as-

R&D, software,

human resources

and brands)

has exceeded

that of tangible

assets. The

intangible asset

value component

of the S&P

stock index

grew from 32

percent in 1985

to 87 percent in

2015.

100 %

80 %

60 %

40 %

20 %

0 %

COMPONENTS OF S&P 500 MARKET VALUE

83 % 68 % 32 % 20 % 13 %

87 %

80 %

68 %

32 %

17 %

1975 1985 1995 2005 2015

Tangible Assets Intangible Assets

Source: Ocean Tomo, LLC

90 iconannual The European Business and Investment Magazine


Branding

Foto: Renate Altenhofer

Foto: Kellogg Graduate School of Management

Bobby J. Calder

is the Kellstadt Professor of Marketing at the

Kellogg Graduate School of Management,

Northwestern University, Evanston, IL USA.

Intangible assets are now the

key to economic growth and increasing

corporate value. Unfortunately,

as with intangible assets

generally, it has historically been

very difficult assign a value to

brands. Everyone recognizes that

brands are important. It is just

that in the past we have had great

difficulty in measuring the value

of a brand. There has been little

success in developing standards

for brand value.

The reason for this is that standards

for intangible assets are in

general difficult to develop and

they are particularly difficult for

brands because of the very nature

of a brand. On the face of it everyone

knows what a brand is and

would recognize the American

Marketing Associations definition

of a brand as a “Name, term, design,

symbol, or any other feature

that identifies one seller’s good or

service as distinct from those of

other sellers.”

This definition is good, so far

as it goes, but it does not go far

enough, for brands are really not

things. Brands exist in the minds

of customers. Names, symbols and

the like are just ways of referring

to brands, ideally in a way that

itself influences how consumers

think about the brand. The brand,

however, is the ultimate meaning,

or the idea, of the product in the

consumer’s head. It is how the

consumer thinks about the product,

what he or she believes to be

true about it.

These beliefs can be functional

in that they concern what the product

does or how well it does something.

Beliefs can also be emotional,

how the brand makes the

consumer feel. They can also be

beliefs about what kind of person

you are if you buy the brand. The

brand can become linked to the

consumer’s very concept of self.

A brand is thus subjective, not

objective. The key point to realize

is that it is the consumer who

owns the brand. The brand exists

in their subjective world.

Although brands are created

by tangible investments in advertising

and other marketing activities,

the resulting brand is the idea

or meaning that is created in the

consumer’s mind. It is an intangible

asset. Beyond this, and unlike

software or patents, a brand

only exists as a subjective state in

the consumer mind. From a company’s

point of view, the question

becomes, how do you assess

the value of a brand when brands

are so intangible as to be essentially

subjective. A standard must

necessarily set a monetary valuation

for something that exists in

the consumer’s head.

To do this we have to first

evaluate the strength of the brand.

A standard must specify the

different kinds of indicators of

brand strength that can be used to

evaluate the power of the brand >>

The European Business and Investment Magazine iconannual 91


Bobby J. Calder

idea or meaning in the consumer’s

mind. Many indicators have been

developed by marketers and used

to measure brand strength. A simple

one would be to ask consumers

which brand in a category they

would pick if they could have any

of them regardless of price.

A measure of brand strength is

not sufficient however. A strong

brand might make little difference

in the actual marketplace (being

outweighed by other factors); a

weak brand might still make a

difference (if there is nothing else

to influence choice). Hence a standard

must also incorporate a test

of brand performance. This test

has to reveal the effect or impact of

the brand’s strength on some critical

market behavior. An obvious

test for many brands is how likely

the consumer would be to buy the

brand at a higher price than at its

current price (i.e., at a price premium).

We would need to determine

the amount of any price premium

(willingness to pay extra) that is

due to brand strength. Consumers

might be willing to pay a price

premium for other reasons, say,

because of better distribution for

the product. The evaluation of the

brand should only take into account

the price premium attributable

to the brand’s level of brand

strength.

The final step in determining

the value of a

brand is to relate the

evaluation of the brand

to one or more metrics

of financial performance.

The performance on

financial cash flow determines

the valuation

of the brand.

The value of a brand for a company

can thus be measured even

though brands are inherently

intangible and subjective. For

such measurements to be accepted

and implemented, however, standards

must be developed so that

measurements are consistent and

comparable across organizations

and over time.

Standards are the key really

being able in the future to treat

brands as intangible

financial assets

so that they may be

fully taken into account

in corporate

governance and in

transactions among

companies as well

as in investment

decisions. And instead

of managing

marketing functions

based on efficiency

(such as the

number of consumers

reached by an

advertising expenditure)

brand value

standards offer the opportunity

to manage effectiveness- how effective

the organization is in creating

brand value as an intangible

asset.

92 iconannual The European Business and Investment Magazine


Branding

Fotos: Renate Altenhofer

DEFINITION OF A BRAND:

Name, term, design, symbol, or any

other feature that identifies one

seller’s good or service as distinct

from those of other sellers.

The European Business and Investment Magazine iconannual 93


European Brand Institute

KR DI Dr. Gerhard Hrebicek

Präsident European Brand Institute

MARKEN sind

Foto: Schedl/APA/European Brand Institute

Qualitatsmerkmale

und Wertfaktoren

Es ist kein Geheimnis, dass Marken von größerer

Bedeutung sind, als die Produkte oder Dienstleistungen

selbst. „People buy brands not

products“ – gilt insbesondere in der globalen

Kommunikationsgesellschaft. Marken werden

zwar teilweise schon als höchst wertvolle Güter

des Wirtschafts lebens anerkannt, ein großer

Weg bleibt uns aber noch zu gehen.

Im Rahmen einer guten Markenführung und im

Sinne einer guten Corporate Governance müssen

Marken und deren Beeinflussungsgrößen nicht

nur im Sinne der Kunden sondern auch für Investoren,

Aktionäre, das Management, die Gesellschaft,

die Partner und die Mitarbeiter verfolgt, verstanden

und gemanagt werden.

Der Trend in der Entwicklung der Werthaltigkeit

von Vermögensgegenständen in Unternehmen heute

geht weg von den materiellen und hin zu immateriellen

Vermögensgegenständen. Das wertorientierte

Management sollte daher vor allem auf immaterielle

Vermögensgegenstände – also auf die Marke –

ausgerichtet sein.

Man erwartet zunehmend nicht nur eine finanzorientierte

und auf „hard facts“ basierende

Informationsgestaltung, sondern vor allem eine

stärkere Integration der „soft facts“, um die Effizienz

und Abläufe der unternehmerischen Entscheidungsstruktur

besser nachvollziehen zu können

und den Wettbewerbsfaktor Marke transparent

darzustellen.

94 iconannual The European Business and Investment Magazine


Branding

Foto: istockphoto.com

Mit den neuen ISO Normen

leisten wir hier einen

wesentlichen Beitrag dazu.

Als immaterieller Vermögensgegenstand wird der

Wert der Marke auch eine der wichtigsten bilanzrelevanten

Kennziffern. Informationen darüber

werden für Investoren und Kapitalgeber immer von

zentraler Bedeutung sein.

Investoren erkennen bereits zunehmend die

Vorteile einer starken Marke: also erhöhte Rentabilität

und niedrigeres Risiko. Auch kenne Sie die

Tatsache, dass der Wert der Marke oftmals einen

Großteil des gesamten Unternehmenswertes, laut

unseren Studien im Durchschnitt um die 40 Prozent

aller Unternehmen, Tendenz Richtung 60 Prozent

steigend, darstellt. Deshalb ist es wichtig, Marken

und Patente in regelmäßigen Abständen von

unabhängigen Experten qualifizieren und bewerten

zu lassen. >>

The European Business and Investment Magazine iconannual 95


European Brand Institute

MISSION

Die Steigerung des Werts von Marken für alle Stakeholder

für eine inte grative und nachhaltige Entwicklung.

Unternehmensführung / Reporting

Öffentlichkeit / Gesellschaft

BRAND

Konsumenten / Mitarbeiter

Investoren / Finanzen

WARUM MARKEN BEWERTEN?

VERHANDLUNGS−

SITUATIONEN

MARKEN

MANAGEMENT

FINANZIERUNG

• Markengeschäfte

• Fusionen & Erwerb

• Markenrechtsverletzungen

• Benchmarking – Studien

• Strategische Planung

• Portfolio Management

• Marken Controlling

• Franchising

• Lizenzen

• Fundraising

Foto: istockphoto.com

EBI unterstützt die europäische Wirtschaft beim

Aufbau Marken- und IP-orientierter Unternehmensstrukturen

und begleitet auch kleine und mittlere

Unternehmen bei der Maximierung ihrer Marken-IP

Werte und der Schaffung von Nachhaltigkeit.

EBI unterstützt Unternehmen und Organisationen

mit innovativen Dienstleistungen, ihre wichtigsten

immateriellen Vermögenswerte – die Marke

& IP – in einer wertorientierten Weise zu managen

um Wettbewerbsvorteile zu realisieren.

96 iconannual The European Business and Investment Magazine


Branding

An new ISO Standard on Brand

Evaluation will be developed

In September 2014, a new ISO committee on

Brand Evaluation was constituted in Bejing.

Foto: CCBD

Within this committee a new global

standard on brand evaluation will

be developed, where the President

of European Brand Institute, Dr.

Gerhard Hrebicek holds the Chair.

Goals of this new ISO

Initiative are as follows:

This standard is aimed to standardize

the technical requirements and

evaluation methods in the implementation

of major components of

brand valuation, which will guide

the brand manager and brand evaluators

to conduct activities in the

field of brand evaluation.

Brand evaluation contains

three major steps:

1. identify the key elements which

influence brand value

2. measure the actual performance

of brand key elements (taking the

stake holders' awareness and evaluation

of all key elements into account)

3. draw the conclusions (including

monetary and non-monetary).

Although the key elements of brand

value and evaluation methods are

various, the major influencing factors

can be identified by study on

successful brand cases and analysis

of the relevant data.

The benefits of the development

of the new ISO Standard

on Brand Evaluation

The international standard of

brand evaluation will bring more

brand information to the consumers

and more information on the

evaluation and management of

the world's best brands research

results and practical experience

(particularly in developing countries,

small and medium-sized

enterprises) in order to conduct

brand management more effectively

to the brand owners.

The European Business and Investment Magazine iconannual 97


European Brand Institute

GLOBAL TOP 100

BRAND CORPORATIONS 2016

Global TOP 10 Brand Corporations Brand Value in Mio. €

91.850

75.572

73.426

59.486

55.413

54.200

53.334

52.390

50.242

148.531

©2016 European Brand Institute

World’s most valuable brand corporations 2016

World’s most valuable brand

corporations US-dominated:

1. Apple, 2. Google, 3. Microsoft,

Alibaba shows highest growth

(+77%) overall

The GLOBAL TOP 100 BRAND

CORPORATIONS RANKING by

European Brand Institute – Europe’s

independent brand & patent

valuation experts, examined more

than 3.000 brand corporations and

their brands in 16 industries, according

to the latest ISO valuation

standards.

Global

Apple remains world’s leading

brand corporation with a brand

value of EUR 148,531 bn (+8%), followed

by Google representing EUR

91,850 bn (+25%) and Microsoft

with a brand value of EUR 75,572

bn (+13%). Amazon increasing its

brand value by +54%, climbing to

global rank 7. Asian No.1 China

Mobile EUR 52,946 bn (+9%) holds

global rank No.9.

Europe

French No.1 LVMH remains Europe’s

most valuable brand corporation,

representing brand values of EUR

43,510 bn (+9% / global rank 14), followed

by Belgian AB Inbev showing

EUR 39,468 bn (+10% / global rank

17) and Swiss No.1 Nestlé representing

EUR 37,957 bn (+11% / global

rank 20). German No.1 Volkswagen

Group EUR 26,662 bn holds global

rank 28, Austrian’s Red Bull EUR 15,

111 bn holds global rank 70.

Growth

Average growth of TOP 100 shows

+13%, TOP10 USA rise by +17%,

TOP10 China grow by +22% and

Europe’s TOP 10 grow by +13% .

Alibaba shows the highest growth

(+77%), followed by Facebook gaining

+57% and ex-aequo Starbucks

and Amazon by +54%. Europe’s

growth leaders are Robert Bosch

and BT Group increasing their

brand values by +28%.

Segmentation

US brand corporations are leading

with 49 (+2) out of the TOP 100

brand corporations. Europe represents

35 (0) with Germans leading,

whilst Asia is represented with 16

(-2) brand corporations.

98 iconannual The European Business and Investment Magazine


Branding

Industry Leaders

Foto: istockphoto.com

Europe’s industry leaders are:

• Automotive –

Volkswagen Group (Germany)

• Business Services – SAP

(Germany)

• Consumer Goods – AB Inbev

(Belgium)

• Durables – Bosch (Germany)

• Financial Services – HSBC (U.K.)

• Industry – BASF (Germany)

• Luxury – LVMH (France)

• Media & Entertainment –

Bertelsmann (Germany)

• Pharma, Health & Biotech –

Novartis (Switzerland)

• Retail – Inditex (Spain)

• Telecommunications –

Vodafone (U.K.)

• Utilities – Shell (U.K.)

America’s industry leaders are:

• Automotive – General Motors

• Consumer Goods –

Coca Cola Company

• Durables – Nike

• Financial Services – Wells Fargo

• Industry – Boeing

• IT & Technology – Apple

• Logistics – UPS

• Media & Entertainment –

Walt Disney

• Pharma, Health & Biotech –

Pfizer

• Retail – Amazon

• Telecommunications – AT&T

• Utilities – General Electric

Asia’s industry leaders are:

• Automotive – Toyota (Japan)

• Financial Services –

China Construction Bank (China)

• Industry – Tata (India)

• IT & Technology – Samsung

(Korea)

• Retail – Alibaba Group (China)

• Telecommunications –

China Mobile (China)

Data based on Fiscal Year 2015

The European Business and Investment Magazine iconannual 99


About

iconvienna

iconvienna is an organization, which aims to

promote business contacts between Austrian and

international companies and regions. Annually in

April, the European Business and Investment Forum

iconvienna invites to an active dialogue and personal

networking. According to the motto:

"Make Contacts to Contracts"

We provide services for

participants and partners

through personal

contact and presentation

opportunities. We develop

the most recognized European

platform for business and economics.

iconvienna allows company

representatives and decision

makers to present projects in

exclusive circles and specifically

to establish contacts with export

markets.

iconvienna in brief

iconvienna – Make Contacts

to Contracts

The European Business & Investment

Forum iconvienna is an

exclusive Business & Networking

Event, promoting business

contacts between Austrian and

international companies and encouraging

project and investment

business between East and West.

Following the motto “Make Contacts

to Contracts”, top-level national

and international decision

makers from politics and economy,

international experts and

representatives of regions meet

at the forum. We deliver value to

participants and partners through

personal contacts with executives,

entrepreneurs, government officials,

project partners, as well as

concrete business opportunities at

the forum.

Conference Language

German and English with simultaneous

translations

Welcome reception in

Vienna City Hall

The Opening Night at the Vienna

City Hall is an excellent occasion

for easy initial contacts and thus

promote networking and know

how exchange, offering delegations

of regions the opportunity to

introduce themselves to potential

business partners, investors and

decision makers.

Expert Panels

During the day, national and international

experts present and

discuss contemporary key issues

that are vital to Europe’s integration

and sustainable development.

Project Exhibition

Enterprises and regions present

100 iconannual The European Business and Investment Magazine


iconvienna

(left to right) Gerhard Hrebicek, Xingle Gao, Wilhelm Molterer, Jürgen Roth, Ingrid Valentini-Wanka

Fotos: Katharina Schiffl

(left to right) Ambassadors: H.E. Antonio Roberto Castellanos Lopez (Guatemala), H.E. Paulina

Franceschi (Panama), H.E. Juan Antonio Fernandez Palacios (Cuba), H.E. Ramon Andres Quinones

Rodriguez (Dominican Republic), H.E. Wilson Marcelo Pastor Morris (Ecuador), H.E. Alvaro José Robelo

Gonzales (Nicaragua), H.E. Jesse Alonso Chacon Escamillo (Venezuela)

best practice projects and opportunities.

This is an excellent

chance to network, attract investors

and to acquire new business

partners.

High Ranking Participants

CEOs, entrepreneurs, top politicians,

representatives of regions,

international organizations and

science meet at the iconvienna forum.

Including side events, participants

from approximately 40 different

countries join each forum.

Vision

iconvienna – the appealing platform

in the center of Europe for

the effective promotion of economic

and social integration in

Europe. >>

(left to right) Alois Steinbichler, Monika Langthaler, Edgar Maras, Andrea Faast,

Andreas Matthä, Andrea Winkler, Gerhard Hrebicek, Julian Jäger

The European Business and Investment Magazine iconannual 101


Carla Natascha &

Band

Fotos: Katharina Schiffl

Mission

iconvienna offers an appealing,

promoting and effective environment

including the features of the

city of Vienna such as:

• Vienna as a secure hub for the

international Project-Businesses

for representatives from politics

and economy

• a mix of new and effective business

and social events for regions

and companies including

amongst others exhibitions, presentations,

lounges, contact areas,

panel discussions and keynote

speeches, dinners and receptions,

as well as

• cooperation with public institutions,

business incorporations,

media and business partners

from the East and West

iconvienna emblazes the background

for a successful integration

between East and West, especially

• the actual economic development

within the East and the

West

• regional "Priority"-Projects

• Best Practice experiences of regions

and companies, as well as

• environmental, resource and financial

questions

(left to right)

Hans Greiner – Cisco, Johann Pluy – ÖBB,

Dorothee Ritz – Microsoft, Ulrike Huemer –

City of Vienna, Eva Kühn – TU Vienna,

Bernd Richter – ASCR

iconvienna provides an effective

and efficient contact platform between

East and West, in which

• targeted contacts to experts and

decision makers can be established,

• the attractive side events offer an

ideal atmosphere to

• establish a cooperation network

including targeted contacts to

business partners,

• the international business network

can be of use year-round and

• equity financing, growth capital

and advancing across partners

can be provided.

102 iconannual The European Business and Investment Magazine


iconvienna

Values

Respect and Confidence

Our cooperation bases on reliability, veracity, transparency

and open communication. We respect the

cultural and social usage and differences of the countries

in and with which we are working.

Expertise

Professional competence, innovation, quick decisions

and flexibility affect our work and the work of our

partners.

Conference at the Austrian Federal Economic Chamber

Customer Focus

We and our partners concentrate on the individual

requirements of our customers and provide efficient

and effective support to strengthen your competitive

position and productivity.

Corporate Responsibility

Through responsible exposure to the resources of our

customers, as well as the adoption of our employees and

partners talents we create long-ranging cooperations.

FACTS AND FIGURES

Patronage:

Dr. Michael Häupl, Mayor and

Regional Governor of Vienna

Countries of origin since 2005:

Participants from 78 countries

Chairman of the Advisory Board:

KR Dr. René Alfons Haiden

President:

Foundation: 2004

First Forum: 2005

KR DI Dr. Gerhard Hrebicek, MBA

Target Groups: National and international Top

Decision-Makers from international

organizations, Politics, Economy,

Science and Media Representatives of

Regions from Russia, Central & Eastern

Europe, Latin America and the

Caribbean and USA

Motto:

Make Contacts to Contracts

Participants since 2006: around 8.900

Speakers since 2005: around 650

FOCUS 2017:

Grow Together

Previous Focus Areas:

• International Summit on Innovative Entrepreneurship (2016)

• East-West Summit on Regional Cooperation through Innovation

and Entrepreneurship (2015)

• East-West Summit on Innovation and Smart Cities (2014)

• East-West Summit on Innovation and Infrastructure (2013)

• East-West Summit on Innovations for Growth in the

Danube Region (2012)

• East-West Summit on Innovation and Sustainability (2011)

• East-West Summit on Energy and Sustainability (2010)

• East-West Summit: New opportunities through East-West

Cooperation (2009)

• Challenge Russia - Europe-Russia: New Opportunities (2008)

• Future Investments for Europe (2007)

• Sustainable Solutions for the Information Society (2006)

• Information and Consulting (2005)

The European Business and Investment Magazine iconannual 103


Anzeige

Destillerie Peter Affenzeller:

Die flussigen

Schatze des

Muhlviertels

Die Edel-Destillerie Peter Affenzeller

aus dem oberösterreichischen

Mühlviertel ist

tief in der Region verwurzelt.

Für die Produktion, der weit

über die Grenzen des Landes hinaus

bekannten Spirituosen, wird

ausschließlich eigenes Getreide,

bestes heimisches Quellwasser

sowie hochwertiges Holz für die

Fässer verwendet. So entstehen die

unverwechselbaren, hochprozentigen

„Schätze des Mühlviertels“

als durch und durch regionale Produkte,

mit dem hohen Anspruch

auch im internationalen Vergleich

zu bestehen.

Fine Austrian Whisky

Whisky ist ein mystisches Getränk.

Geprägt von jahrhundertelanger

Tradition. Gebrannt aus

Getreide, vermischt mit klarem

Wasser und sorgsam über Jahre im

Eichenfass gereift. Jeder Whisky

besitzt seinen eigenen, individuellen

und herkunftsspezifischen

Geschmack. Das gilt insbesondere

auch für die international

vielfach ausgezeichneten Whiskys

von Peter Affenzeller. Diese

wurden zuletzt bei der Destillata,

der bedeutendsten europäischen

Prämierung für Spirituosen, mit 7

Goldmedaillen ausgezeichnet und

in zwei Kategorien zum Whisky

des Jahres gekürt. 6 weitere Medaillen

auf der International Wine

and Spirit Competition (IWSC) in

London bestätigen ebenfalls den

hohen Qualitätsanspruch der edlen

Destillate aus Oberösterreich.

„ Meine Vision waren

immer regional geprägte

Top-Destillate, die aber

auch internationalen

Ansprüchen gerecht

werden und Experten

rund um den Globus zu

100 % überzeugen.“

Vodka und Gin im Zeichen des

Schwans

Ergänzend zum so erfolgreichen

Whisky-Sortiment, vermag Peter

Affenzeller auch mit seiner Vodka-

und Gin-Linie „White Swan“

zu beeindrucken. Die sprichwörtliche

Reinheit und Schönheit des

Schwans steht bei „White Swan“

sinnbildhaft für die Brillanz und

Perfektion dieser beiden Destillate.

Egal ob der Vodka mit seinem kühlen

Duft, den feinen Vanillenoten

sowie der glasklaren Frische am

Gaumen oder der Gin mit seinem

typischen Wacholderduft, umgeben

von einer saftig-frischen Zitrusnote,

abgerundet von würziger Cassiarinde:

Gemein ist beiden Produkten die

perfekte Harmonie aller geschmacklichen

Nuancen sowie eine einzigartige

Eleganz. Und hier schließt sich

auch der Kreis zum gemeinsamen

Markensymbol, dem eleganten, mythenumwobenen

„White Swan“.

Die vielfach ausgezeichnete

Destillerie aus Oberösterreich produziert

jährlich 20.000 Liter Whisky

und 5.000 Liter Vodka und Gin.

Oberweitersdorf 7, 4211 Alberndorf

+43 (0) 7235 70444

office@peter-affenzeller.at

www.peter-affenzeller.at


iconvienna Gallery

(left to right) Michael Pisecky, Kambis Kohansal Vajargah, Eva Czernohorszky,

Gertraud Leimüller, Martin Heimhilcher, Brigitte Bach, Gerhard Hrebicek

Vienna City Hall

Impressions

of iconvienna

2016

Foto: Katharina Schiffl

Foto: Alice Schnuer-Wala

Foto: Katharina Schiffl

Foto: Katharina Schiffl

Sonja Kato – unikato, Ulrike Huemer – City of Vienna, Dorothee Ritz –

Microsoft, Renate Altenhofer – Managing Partner iconvienna

Institute of Science and Technology

The European Business and Investment Magazine iconannual 105


GO WELL –

GOLF & WELLNESS

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als auch durch sein elegantes Ambiente. Eingebettet in

die herrliche Rottaler Hügellandschaft erweist sich das Hotel als

perfekter Rückzugsort für Golfer, Erholungssuchende und Feinschmecker.

In der hauseigenen Max-Therme erwartet Sie das

wohltuende Bad Griesbacher Thermalmineralwasser.

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Auf fünf 18-Loch-Meisterschaftsplätzen im Golf Resort Bad

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Bad Griesbach liegt nur 29 km vom Grenzübergang Suben

entfernt und ca. 2,5 Autostunden von Wien.

WEITERE INFOS UNTER WWW.QUELLNESS-GOLF.COM


iconvienna Gallery

Fotos: Katharina Schiffl

Austrian Federal Economic Chamber

Gerhard Hrebicek, President iconvienna

Maya Stoeva – Project Manager iconvienna, Sonja Kato – unikato, Gerhard

Hrebicek – President iconvienna, Tanja Wehsely – SPÖ, Renate Altenhofer –

Managing Partner iconvienna

Institute of Science and Technology

Viktor Pasquali, Eric Samuiloff, Katherina Pühringer, Michael Altrichter,

Lee Thomason, Markus Wanko

The European Business and Investment Magazine iconannual 107


iconvienna Gallery

Fotos: Katharina Schiffl

Cuba at the iconvienna reception

Hans Greiner – Cisco, Johann Pluy – ÖBB, Bernd Richter – ASCR, Dorothee

Ritz – Microsoft, Ulrike Huemer – City of Vienna, Eva Kühn – TU Vienna

Dominican Republic

Wilhelm Molterer – EFSI

The European Business and Investment Magazine iconannual 109


Women Leadership Forum

An Initiative of

Fotos: Katharina Schiffl

DIGITAL

The

POWER WOMAN

WOMEN LEADERSHIP FORUM was

initiated by European Brand Institute to

promote Women Leadership in the fields

of economy, science & research, public

institutions, society as well as to connect

successful women and powerful men with

the purpose of strengthening innovative

and economic power in Austria.

110 iconannual The European Business and Investment Magazine


Branding

"At ÖBB-Personenverkehr AG, we are

particularly proud to report a growing

share of women from top management

to apprentices. The

increase in the proportion

of women is supported

by ÖBB gender equality

management."

On September 14 th of 2016, the European Brand

Institute invited to the 4 th Women Leadership

Forum at the Novomatic Forum in cooperation

with the US Embassy, ÖBB, Novomatic,

Wien Holding and Wiener Hafen. Following the motto

“FRAU MACHT UNTERNEHMEN”, the event focused

on the topic “Digital Power Women”.

This year’s star guest was Jasmin Taylor, founder

of JT Touristik, who gave very personal insights of the

development of a “Digital Power Women” in her keynote

address.

The Ambassador of the United States of America to

Austria, H.E. Alexa Wesner opened the event for the

last time, before heading back to the US. Sonja Kato

led through the day and the high quality panel casts

were guided by NEWS-chief editor Eva Weissenberger,

Anett Hanck and Brigitte Bach, head of the Energy

Department Austrian Institute of Technology. >>

Foto: Medizinische Universität Wien

Foto: ÖBB/Katharina Stögmüller

Evelyn Palla

Member of the Board of

Directors ÖBB Personenverkehr

AG

"Austria's economy is becoming more and

more feminine, and around one in every

three companies is run by a woman, and

women are also in the

run-up to the start-ups,

but the basic conditions

for women in the

economy still need to be

significantly improved."

Doris Pulker-Rohrhofer

CTO Hafen Wien

"Unused talents, skills, visions and knowledge

of women are no longer an option – we have

to work on our future – women and men

together! Especially the digital age shows

that female entrepreneurship brings new

opportunities for personal

success and strengthens

the business location and

makes it more competitive

at the same time."

Renate Altenhofer

Initiator Women Leadership

Forum, Managing Partner

maX iconvienna

"Female entrepreneurs

can no longer rely on an

invisible glass ceiling if

something doesn‘t work.

Because it‘s the objective

performance that counts!"

Martina Flitsch

Member of the supervising

board Novomatic AG

"In all areas and at

all levels, the balance

between women and

men and equality is

needed. This does not

exclude entrepreneurship

and leadership."

Ronald Schranz

Partner Austria & CEE

Brunswick Group

Foto: European Brand Institute

Foto: Anna Stöcher

Foto: Petra Spiola

The European Business and Investment Magazine iconannual 111


Women Leadership Forum

(left to right)

Mag. Renate Altenhofer – iconvienna,

H.E. Alexa Wesner – former US Ambassador,

Jasmin Taylor – JT Touristik,

Dr. Kirstin Hanusch-Linser – ÖBB,

Anett Hanck – WLF

(left to right)

Mag. Barbara Sipos – Leadership for

Women, Eva Weissenberger –

News, Ronald Schranz – Brunswick

Group, Mag. Martina Flitsch –

Novomatic, Martina Denich-Kobula –

Frau in der Wirtschaft Wien

Fotos: Katharina Schiffl

"The guest list and the speakers prove

what women have already achieved

in Austria. A look

at the domestic

companies shows,

that we have still a

long way to go."

Foto: www.fotoschuster.at

Claudia Wiesner

Managing Director

Wiener Wiesn´

"Digital transformation also entails major

changes in the working world. In the future,

life-long learning means staying fit and upto-date

with all the rapid changes. A very

good educations, advanced

training and networking

are the essential factors for

women to be successful in

the future working world."

Foto: AIT/Zinner

Brigitte Bach

Head of Center

for Energy AIT

112 iconannual The European Business and Investment Magazine


Branding

Local decision makers and trendsetters like Sigrid

Oblak (Wien Holding), Kristin Hanusch-Linser (ÖBB),

Doris Pulker-Rohrhofer (Wiener Hafen), Evelyn Palla

(ÖBB), Irene Fialka (INiTS), Tatjana Oppits (IBM),

Martina Flitsch (Novomatic) and Women Leadership

initiator Renate Altenhofer pursued the topic, why

self-employment and entrepreneurship in the “Digital

Age” are a great chance for job-related success, especially

for women.

"When I decided to start a business

in 2002, there were basically

only three products that could be

successfully distributed over the

Internet: books, CDs, and travel.

As I have said 'Travel as much as

you can', I decided to have the right

idea at the right

time, so with the

digital revolution

I became the

'Digital Power

Woman'."

Foto: Jens Passoth

Jasmin Taylor

Founder JT Touristik

“Pioneers with potential” like Claudia Wiesner

(Wiener Wiesn), Viktoria Schütze-Pirker (Endlich

durchschlafen), Sophie Martinetz (Seinfield Professionals)

and Bettina Steinbrugger (Erdbeerwoche)

shared their personal experiences to the topic “The

female start-up-power” and gave valuable advices for

the way into autonomy.

Prestigious experts, such as L’Oreal director Corporate

Communications Alexandra Pifl, Stefanie

Klotz (C&A Foundation), Ulrike Wüstenhagen (ORF),

Leadership-Coach Barbara Sipos and Ronald Schranz

(Brunswick Group) showed on the basis of international

Corporate Initiatives how corporations strengthen

female executives and female entrepreneurship.

After the forum, designer Elke Freytag inspired

the about 200 participants with a highly exclusive

Fashion Show. At the following cocktail reception by

ABOTHEK, the invitees had time to deepen and discuss

all the ideas communicated during the event.

"Diversity, collaboration

and networking are the

most important raw

materials of the future."

Kristin Hanusch-Linser

Head of Open Innovation

Lab ÖBB Holding AG

Foto: ÖBB

"In order to survive in a men-dominated world of

executive boards, it pays off for women to beat

men on their own territory – assumed they have

enough female co-workers.

It’s important to be risky,

aggressive, result-oriented,

self-confident and hard, even

if tears flow."

Foto: Privat

Foto: OMV

Anett Hanck

Board Member

Women Leadership Forum

Upcoming

WOMEN

LEADERSHIP FORUM

September 19, 2017

NOVOMATIC FORUM

WIEN

www.womenleadership.at

The European Business and Investment Magazine iconannual 113


Women Leadership Forum

(left to right)

Stephanie Klotz – C&A, Dr. Alexandra Pifl –

L'Oreal, Anett Hanck – WLF, Dr. Ulrike Wüstenhagen

– ORF-Radio, Mag. Evelyn Palla – ÖBB

Personenverkehr, Mag. Doris Pulker-Rohrdorfer –

Hafen Wien

Fotos: Katharina Schiffl

(left to right) Mag. Tatjana Oppitz – IBM Austria,

Jasmin Taylor – JT Touristik, Mag. Dl Dr. Brigitte

Bach – AIT, Dl Sigrid Oblak – Wien Holding,

Dr. Irena Fialka – INiTS

(left to right) Mag. Viktoria Schütze-Pirker – Endlich Durchschlafen,

Claudia Wiesner – Wiener Wiesn, Dr. Kirstin Hanusch-Linser – ÖBB,

Mag. Bettina Steinbrugger – erdbeerwoche, Mag. Sophie Martinetz –

Seinfeld Professional

"'Education 4.0' is more important than

ever before. The proportion of women in

technical professions in Austria is only

around 15%! Digitalization

is omnipresent and

offers enormous possibilities

for change and new

leadership positions."

Foto: Pepo Schuster

Tatjana Oppitz

Country General

Manager IBM Austria

"It is our responsibility to use these new

opportunities to create an environment that

supports and encourages

women, because it is the

only way to consciously

shape the future of

women in leadership

positions."

Sigrid Oblak

Director Wien Holding

Foto: Eva Kelety

114 iconannual The European Business and Investment Magazine


maximize your business communication!

award conception I brand communication & consulting

event management I marketing outsourcing

public relations I ratings & studies

Our initiatives

www.icon-vienna.net

www.europeanbrandinstitute.com/forum/

www.womenleadership.at

maX iconvienna GmbH

Börsegasse 9/8, 1010 Wien

office@maxcc.at


Sports for Life

Eine Initiative von

Foto: David Zirngast

Foto: David Zirngast

Players like Andreas Dober and the camp coaches take a lot of time for the kids.

Autographs and certain morning rituals are a standard feature.

SPORTS FOR LIFE _

SPORTS FOR GOOD!

SPORTS FOR LIFE! is an initiative of former footballers and

sportsmen aiming to promote football to society, especially to

kids who are socially disadvantaged!

In today’s society it is very important

to lead our children from

indoor to outdoor activities in

order to get them in good trim.

Sports encourages the youth and

connects them – it doesn’t matter

which ethnic or social group they

belong to. Team sports are very important

because they teach children

self-confidence and help them

learn a lot about respect, teambuilding

and other important traits

that will help them in their future

social and working life.

The cooperation between the

SPORTS FOR LIFE!-Foundation

and several sponsors as well as

local associations throughout Austria

ensures a variety of benefits for

children.

Austria’s trade union for football

players (Vereinigung der Fußballer,

VdF) hosts the Bruno-Gala, an

event where footballers and trainers

are being honoured. In terms

of this exclusive event, donations

enable disadvantaged families free

access to the camps.

Foto: Michael Graf

116 iconannual The European Business and Investment Magazine


Branding

STARCAMPS

2016 – 32 Starcamps

with around 750 participating

children.

In cooperation with Merkur Insurance, some Starcamps

offer a special training and performance check which is

highly rated by the participants! Professionals like Louis

Schaub and David Alaba always conjure a smile on the

kids’ faces. For most of them it is the only time they can

experience professional players up close.

Fotos: David Zirngast

Thanks to its unique concept and the support of

many sponsors and communities, STARCAMPS

can offer attractive prices starting from 99€,

which enables access for everyone. This is the

most favorable price offered in Austria, mixed with the

know-how of well-educated and professional trainers.

The main goal of the initiative is to make sports

a part of children daily life on the one hand, and to

provide them with the benefits of teamwork and social

contacts on the other. This way the foundation

attracts many children (7-14 years) and gives them

the opportunity to join the beautiful game of football.

This year, over 750 children took part in 32 camps!

Various professional football players of the Austrian

Bundesliga come to take part in different exercises

in terms of the STARCAMPS’ trainings. The children

have the great chance to train with them and ask individual

questions – an interesting experience for everyone!

Beside the reasons listed above, creating fun and

future prospects for children is SPORTS FOR LIFE!’s

main ambition.

Since 1998 the VdF is highly engaged in the promotion

of young football players. Therefore they have

been successfully promoting the camps for years.

With lots of specific camps and finally with the STAR-

CAMPS (since 2006) the VdF managed to fill the gap

with high quality offers and fair prices. All this became

possible thanks to the support of many authorities

and professional footballers.

The European Business and Investment Magazine iconannual 117


Brand Life Award

A lifetime

for a brand

BRAND [ LIFE ] AWARD

On October 18 th 2016, the brand life award ceremony took

place for the 8th time, awarding Austrian personalities

for their life-time achievement in successfully establishing,

developing and managing brands and brand

corporations.

This year’s winner was the only independent bean-tobar

manufacturer, chocolatier Josef Zotter, who received the

award for his brand Zotter. Amid the applause of the crowd,

the president of the European Brand Institute Gerhard Hrebicek

and IAA vice-president Kristin Hanusch-Linser awarded

Josef Zotter the trophy; the laudation was held by “Wiener

Lustspielhaus” principal Adi Hirschal.

In his acceptance speech Josef Zotter revealed how to

be successful without advertisment. “We never taste the

products we take to the market beforehand.”

Fotos: Katharina Schiffl

(left to right) Werner Kuhn, MBA – SK Rapid Wien, Wolfgang Ebner – Novomatic Forum,

Josef Zotter – zotter Schokoladen Manufaktur, KR Dl Dr. Gerhard Hrebicek – European Brand Institute

118 iconannual The European Business and Investment Magazine


Branding

Zotter chocolate tasting

(left to right) Dr. Kristin Hanusch-Linser – ÖBB, Prof. Adi Hirschal, Dkfm. Helmut Hanusch –

VGN, Josef Zotter – zotter Schokoladen Manufaktur, Werner Kuhn, MBA – SK Rapid Wien,

KR Dl Dr. Gerhard Hrebicek – European Brand Institute, Iris Sageder

This year’s brand ambassadors were

long-time marketing director of SK Rapid

Wien Werner Kuhn, Vienna Opera

Ball Grand Dame Lotte Tobisch, Kapsch-

CEO Georg Kapsch and media legend

Hans-Jörgen Manstein.

The ceremony attended e.g. Wolfgang

Ebner, Novomatic Forum, Horizont chief

editor Marlene Auer, Markus Burscha,

Donauinselfest-chief Thomas Waldner,

Lyoness manager Silvia Kelemen and Heidemarie

Kipperer, lawyer Gerald Ganzger

and former minister Maria Rauch-Kallat.

The event was sweetened by a chocolate-tasting

provided by Zotter Schokolade.

(left to right) KR Dl Dr. Gerhard Hrebicek – European Brand Institute,

Marlene Auer – Horizont, Dr. Kristin Hanusch-Linser – ÖBB

(left to right)

SK Rapid Wien Team: Thomas Waldner, Barbara Bobek,

Werner Kuhn MBA, Petra Gregorits, KR Hannes Kassil

(left to right) Mag. Renate Altenhofer – Women Leadership Forum, Silvia Kelemen – Lyoness, BM a.D. Maria

Rauch-Kallat, Heidemarie Kipperer – Lyoness, Petra Gregorits – Rapid Wien, Dr. Kristin Hanusch-Linser – ÖBB

The European Business and Investment Magazine iconannual 119


Anzeige

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Anlagen Service System

Die A.S.S. Anlagen Service System GmbH wurde

im Jahr 1995 gegründet und hat seit Herbst

2015 ihren Firmensitz in 1210 Wien, Richard

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wir nun unser Lager, Firmenzentrale und Fuhrpark

an einem Ort konzentrieren können.

Im Jahr 2013 Eröffnung unseres Büros in Wiener

Neustadt, Am Hauptplatz 19, um unsere Kunden vor

Ort noch besser betreuen zu können.

Unsere Auszeichnungen

• 2014 Erlangung der ISO 9001 Zertifizierung

• 2016 Verleihung des Austria Gütezeichens

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wir streben im Rahmen unserer Tätigkeiten

nach sozialer Verantwortung. Wir bemühen uns um

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es gilt einen Garten zu revitalisieren – wir sind Ihr

Ansprechpartner!

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120 iconannual The European Business and Investment Magazine


Contacts

AIT Austrian Institute of Technology GmbH Donau-City-Straße 1, 1220 Vienna, Austria www.ait.ac.at

Anlagen Service System Richard-Neutra-Gasse 6, 1210 Vienna, Austria www.ass.co.at

Austrian Federal Economic Chamber Wiedner Hauptstraße 62, 1045 Vienna, Austria www.wko.at

Austrian Patent Office Dresdner Straße 87, 1200 Vienna, Austria www.patentamt.at

Brand Global Council Börsegasse 9/8, 1010 Vienna, Austria www.brandglobal.org

Brand Life Award Börsegasse 9/8, 1010 Vienna, Austria www.europeanbrandinstitute.com

Central European Initiative Via Genova 9, 34121 Trieste, Italy www.cei.int

China Council for Brand Development

No 18, Bei San Huang dong Lu, Chaoyang District

100013, Beijing, China www.brand-intl.cn

City of Vienna Rathaus, 1082 Vienna, Austria www.wien.gv.at

ELK Building Systems GmbH Wiedner Hauptstraße 120-124, 1050 Vienna, Austria www.elkbuildingsystems.com

Embassy of Romania in Austria Prinz-Eugen-Straße 60, 1040 Vienna, Austria vienna.mae.ro

Embassy of the Argentine Republic in Austria

Goldschmiedgasse 2/1, 1010 Vienna, Austria

Embassy of the Bolivarian Republic of Venezuela in Austria Prinz-Eugen-Str. 72/1.OG/St. 1/Top 1.1, 1040 Vienna www.austria.gob.ve

Embassy of the Dominican Repulic in Austria

Embassy of the Republic of Bulgaria in Austria

Embassy of the Republic of Colombia in Austria

Embassy of the Republic of Costa Rica in Austria

Prinz-Eugen-Straße 18, 1040 Vienna, Austria

Schwindgasse 8, 1040 Vienna, Austria

Stadiongasse 6-8/15, 1010 Vienna, Austria

Wagramer Straße 23/1/1/2-3, 1220 Vienna, Austria

Embassy of the Republic of Cuba in Austria Kaiserstrasse 84, 1070 Vienna, Austria www.cubadiplomatica.cu/austria

Embassy of the Republic of El Salvador in Austria Prinz-Eugen-Straße 72/2/1, 1040 Vienna, Austria www.rree.gob.sv

Embassy of the Republic of Guatemala in Austria

Embassy of the Republic of Paraguay in Austria

Embassy of the Republic of Uruguay in Austria

Prinz-Eugen-Straße 18/Top 7, 1040 Vienna, Austria

Prinz-Eugen-Straße 18/1/3a, 1040 Vienna, Austria

Wallnerstraße 4/3/17, 1010 Vienna, Austria

Embassy of the Slovak Republic in Austria Armbrustergasse 24, 1190 Vienna, Austria www.mzv.sk/vieden

Embassy of the United States of America in Austria Boltzmanngasse 16, 1090 Vienna, Austria www.usembassy.at

European Brand Institute Börsegasse 9/8, 1010 Vienna, Austria www.europeanbrandinstitute.com

European Commission BERL 09/399, 1049 Brussels, Belgium ec.europa.eu

European Fund for Strategic Investments - EFSI Boulevard Konrad Adenauer 98-100, 2950 Luxembourg www.eib.org/efsi

European Youth Award Leopoldskronstrasse 30, 5020 Salzburg, Austria eu-youthaward.org

Global Impact Investment Foundation Sachsenplatz 4-6/2, 1200 Vienna, Austria www.Giifoundation.com

Hartl Resort GmbH

Kurallee 1, Bad-Griesbach-Therme,

94086 Bad Griesbach, Germany www.quellnes-golf.de

HBM GmbH Lemböckgasse 63/2, 1230 Vienna, Austria www.hbm.com

Institute of Science and Technology Austria Am Campus 1, 3400 Klosterneuburg, Austria www.ist.ac.at

Kommunalkredit Austria AG Türkenstraße 9, 1092 Vienna, Austria www.kommunalkredit.at

Land of Lower Austria Landhausplatz 1, 3109 St. Pölten, Austria www.noe.gv.at

LANSKY, GANZGER & Partner Rechtsanwälte GmbH Biberstraße 5, 1010 Vienna, Austria www.lansky.at

Leitbetriebe Austria Mariahilfer Straße 124/15, 1070 Vienna, Austria www.leitbetriebe.at

Linsinger ZT GmbH Hauptstraße 31, 5600 St. Johann im Pongau, Austria www.linsinger.at

Lyoness Austria GmbH Grazbachgasse 87-93, 8010 Graz, Austria www.lyoness.com

MA 23 - Wirtschaft, Arbeit und Statistik Meiereistraße 7, Sektor B, 1020 Vienna, Austria www.wien.gv.at/kontakte/ma23

maX iconvienna GmbH Börsegasse 9/8, 1010 Vienna, Austria www.icon-vienna.net

Ministry for Europe, Integration and Foreign Affairs Minoritenplatz 8, 1010 Vienna, Austria www.bmeia.gv.at

Northwestern University 633 Clark Street, 60208 Evanston, IL, USA www.northwestern.edu

Novomatic AG Wiener Strasse 158, 2352 Gumpoldskirchen, Austria www.novomatic.com

Österreichischer Städtebund Rathaus, Stiege 5, 1082 Vienna, Austria www.staedtebund.gv.at

Peter Affenzeller Oberweitersdorf 7, 4211 Alberndorf, Austria www.peter-affenzeller.at

Sports For Life Börsegasse 9/8, 1010 Vienna, Austria www.sports-for-life.net

SummerLight Capital Partners Börsegasse 9/8, 1010 Wien, Austria www.summerlight.eu

TC 066 Kitaigorodskii proezd, dom 7, stroenie 1,

109074 Moscow, Russia www.eicea.ru

United Nations Industrial Development Organization - UNIDO Wagramerstraße 5, 1220 Vienna, Austria

www.unido.org

Vienna Chamber of Commerce and Industry Stubenring 8-10, 1010 Vienna, Austria www.wko.at/wien

W24 Missindorfstraße 21/7/3, 1140 Vienna, Austria www.w24.at

Woman Leadership Forum Börsegasse 9/8, 1010 Vienna, Austria www.womenleadership.at

The European Business and Investment Magazine iconannual 121


www.linsinger.at

■ Cultural heritage surveying

Building inventory, Close-range scanning, 3D laser Scanning,

Photogrammetry, Close-range Photogrammetry,

Digital image rectification, Orthophotos an aerial Photos,

Visualization, Reconstructions, 3D printing and CNC milling

■ Cadastral surveying

Basic Partitioning and Boundary surveying, Site plans and

contour maps, Digital terrain models, Building surveys,

Orthophotos an aerial photos, Lift surveys,

Surveying quarries, Monitoring surveys and preservation of

evidence, Geographical data management,

Advisory activities and assistance with official business

■ Structural analytics

4D measurement methods, preservation of evidence

3.000 Special surveying

Projects worldwide

from architecture till industry

Precise and innovative surveying methods for the documentation

of cultural heritage, land and industrial facilities have

made us a market leader in Europe.

An extract of our references

Hauptstraße 31 | 5600 St. Johann im Pongau, AUT

| T: +43 64 12 - 43 14 | F: +43 64 12 - 43 14 15 | E: office@linsinger.at


The independent

brand & patent valuation

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With 20 years of proven experience in brand & IP

valuation we are serving as certified legal experts.

We are the number 1 address for tailor made structures

in the areas of corporate finance, balance

sheet activation, implementation of brand measurement/reporting

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We are also guiding small and medium sized companies

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can improve your brand´s financial performance and

create value for your business.

We continuously enlarge our competencies through

independent research and contribution to national

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• Monetary valuation & expert reports

• Balance sheet activation & transfers

• Value optimized organizational

structures

• Reporting, analysis, measurement &

evaluation

• Implementation of reporting &

governance systems

• Global benchmarking database

in all industries

Foto: fotolia.com

For further information on our activities

and services please contact us or visit:

www.europeanbrandinstitute.com

European Brand Institute GmbH

Börsegasse 9/8 I A-1010 Wien

T.: +43 1 532 1000 52 | F.: +43 1 532 1000 30

E.: office@europeanbrandinstitute.com


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TECHNOLOGIEN

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