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

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Issue 2017<br />

Official Magazine of iconvienna _ The European Business and Investment Forum<br />

presented by 2017<br />

BRAND TOGETHER


VALUE TO<br />

BRANDS<br />

Foto: fotolia.com<br />

Europe’s independent brand & IP institute<br />

www.europeanbrandinstitute.com


iconvienna<br />

Editorial<br />

BRAND<br />

TOGETHER!<br />

KR DI Dr. Gerhard Hrebicek<br />

President iconvienna<br />

Editor<br />

ıconvıenna<br />

ınvestments for europe<br />

Foto: Katharina Schiffl<br />

Gemäß dem diesjährigen Konferenzschwerpunkt<br />

„Brand together“, stehen heuer „Marke und Intellectual<br />

Property“ im Mittelpunkt. Am Vortag<br />

der iconvienna, dem “World Intellectual Property<br />

Day”, findet das Initial Meeting des „Brand Global<br />

Council for Value and Sustainability“ statt. Daher<br />

wird das diesjährige Forum zum Brand Forum, mit der<br />

Möglichkeit Erfahrungen zum Thema Marke auszutauschen<br />

und interessante Diskussionen zu führen.<br />

Das renommierte internationale Forum hat in den<br />

letzten Jahren seine Horizonte und Ost-West Beziehungen<br />

von Nord- und Lateinamerika über West-, Zentralund<br />

Osteuropa bis nach China erweitert. In diesem<br />

Sinne freuen wir uns, wieder zahlreiche Vertreter von<br />

Ost bis West beim diesjährigen Forum willkommen zu<br />

heißen.<br />

Mein besonderer Dank geht auch dieses Jahr wieder<br />

an die Stadt Wien und den Bürgermeister Dr. Michael<br />

Häupl für seinen Ehrenschutz. Ich möchte mich auch<br />

bei unseren weiteren Partnern Wirtschaftskammer<br />

Wien und Österreich, Ministerien und Botschaften,<br />

Vertretern von Regionen, Städten, Unternehmen, Medienpartnern<br />

sowie bei allen unseren Beiratsmitgliedern<br />

und dem European Brand Institute für die gute<br />

Zusammenarbeit im Rahmen der iconvienna sowie der<br />

vierten Publikation des iconannual bedanken.<br />

Für die Zukunft wünsche ich Ihnen gute Beziehungen.<br />

Nutzen Sie dieses Magazin ganz nach unserem<br />

Motto “MAKE CONTACTS TO CONTRACTS“!<br />

Viel Spaß beim Lesen!<br />

According to the main topic of the conference<br />

„Brand together“, the focus is on “Brand and Intellectual<br />

Property” this year. The initial meeting<br />

of the “Brand Global Council for Value and<br />

Sustainability” will take place on the day before the<br />

iconvienna – the “World Intellectual Property Day” and<br />

so we made this year’s forum a brand forum to give the<br />

opportunity to share experiences about brands and to<br />

hold interesting discussions.<br />

This prestigious international forum has expanded<br />

its horizons and East-West relations from North and Latin<br />

America to Western, Central and Eastern Europe and<br />

to China in recent years. In this spirit, we are pleased to<br />

welcome numerous representatives from East to West at<br />

this year’s Forum.<br />

I would particularly like to thank the city of Vienna<br />

and the Mayor Dr. Michael Häupl for his patronage. I<br />

would also like to thank our partners Austrian Federal<br />

Economic Chamber, Vienna Chamber of Commerce and<br />

Industry, ministries and embassies, region and city representatives,<br />

companies, media partners as well as our<br />

council members and the European Brand Institute for<br />

the good cooperation in terms of iconvienna and the<br />

fourth publication of the iconannual.<br />

For the future I wish you successful relationships!<br />

Use this magazine according to our motto: “MAKE<br />

CONTACTS TO CONTRACTS“!<br />

Enjoy reading!<br />

The European Business and Investment Magazine iconannual 3


THE NEW RECIPE FOR SUCCESS FOR SMES -<br />

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the opportunity to reach out to and look after both loyal and new<br />

customers in a cost and time efficient manner. Additionally they<br />

can benefit from thousands of new Members that have signed up to<br />

Lyoness in the course of numerous sport cooperations (such as with<br />

MotoGP, SK Rapid and Österreichische Sporthilfe) and turn them<br />

into their loyal customers with the help of the Cashback Solutions.<br />

Further information is available at<br />

cashback-solutions.com<br />

MORE CUSTOMERS. MORE BENEFIT.


BRAND TOGETHER<br />

Forewords 7<br />

Greetings 18<br />

Embassies of the Dominican Republic, Argentinia, Cuba, Venezuela,<br />

Colombia, Guatemala, Costa Rica, Paraguay, Uruguay, Slovakia,<br />

Romania and Bulgaria<br />

International Partners 44<br />

Brand Global Council<br />

UNIDO<br />

European Commission<br />

Central European Initiative<br />

European Fund for Strategic Investments<br />

Global Impact Investing Foundation<br />

Leitbetriebe<br />

Patentamt<br />

Select USA<br />

Innovation 64<br />

Novomatic<br />

Lyoness<br />

Elk<br />

Institute of Science and Technology Austria<br />

Future Cities 64<br />

Österreichischer Stadtebund<br />

Austrian Institute of Technology<br />

MA 23 – Wirtschaft Arbeit und Statistik<br />

International Finance & Projects 78<br />

Kommunalkredit Austria<br />

SummerLight Capital Partners<br />

Lansky, Ganzger + partner<br />

Branding 86<br />

Coverfoto: istockphoto.com<br />

China Council for Brand Development (CCBD)<br />

Technical Committee 066<br />

Bobby J. Calder<br />

European Brand Institute<br />

iconvienna<br />

Women Leadership Forum<br />

Sports for Life<br />

Brand Life Award<br />

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;<br />

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;<br />

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<br />

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

The European Business and Investment Magazine iconannual 5


WO<br />

RLD<br />

CLASS<br />

PART<br />

NERS<br />

www.advantageaustria.org<br />

ADVANTAGE AUSTRIA is the official Austrian trade promotion<br />

organisation of the Republic of Austria. With its more than 110<br />

offices in over 70 countries, provides a broad range of intelligence<br />

and business development services for both Austrian companies<br />

and their international business partners. Our 800 employees<br />

and 35 consultants around the world can assist you in locating<br />

Austrian suppliers and business partners. We organize more<br />

than 1,200 events every year to bring business contacts together.<br />

Other services provided by ADVANTAGE AUSTRIA offices range<br />

from introductions to Austrian companies looking for importers,<br />

distributors or agents to providing in-depth information on Austria<br />

as a business location and assistance in entering the Austrian<br />

market.


iconvienna<br />

Foreword<br />

Make contacts<br />

to contracts!<br />

KR Dr. René Alfons Haiden<br />

Chairman iconvienna<br />

ıconvıenna<br />

ınvestments for europe<br />

Die iconvienna findet heuer zum<br />

13. Mal statt und ist längst ein<br />

geschätztes Umfeld für hochkarätigen<br />

Erfahrungsaustausch.<br />

Wie in jedem Jahr, werden auch heuer<br />

wieder Experten und Entscheidungsträger<br />

aufeinander treffen und über<br />

aktuelle Themen und Trends diskutieren.<br />

Neben dem essentiellen Networking,<br />

fördert die Plattform auch<br />

die Zusammenarbeit zwischen Unternehmen<br />

und Vertretern aus über 50<br />

verschiedenen Ländern.<br />

Dieses Jahr freue ich mich zudem<br />

über die vierte Herausgabe des iconannual<br />

– The European Business<br />

and Investment Magazine. Auch diese<br />

Ausgabe bietet wieder interessante<br />

Einblicke in spezielle Themenbereiche.<br />

Neben diversen Fachbeiträgen,<br />

handelt das Magazin unter anderem<br />

von internationalem Business, immateriellen<br />

Vermögenswerten, Städten<br />

als Knotenpunkte für Wachstum und<br />

vielem mehr.<br />

Ich wünsche allen Partnern und<br />

Teilnehmern der iconvienna viel Erfolg<br />

und gute Unterhaltung!<br />

Iconvienna is taking place for the<br />

13 th time this year and it already is<br />

a highly-rated platform for Top-Level<br />

Business Networking. Top experts<br />

and decision makers meet this<br />

year again and discuss current topics<br />

and trends. Beside the important<br />

exchange of know-how provided by<br />

iconvienna, it also fosters cooperation<br />

between companies and representatives<br />

from more than 50 countries.<br />

I am very happy to hear about<br />

the fourth publication of iconannual<br />

– The European Business and Investment<br />

Magazine. This year’s issue<br />

offers interesting insights in international<br />

business, intangible assets,<br />

cities as hubs for growth and many<br />

more.<br />

I wish all partners and participants<br />

a successful forum!<br />

Foto: Haiden<br />

The European Business and Investment Magazine iconannual 7


8 iconannual The European Business and Investment Magazine<br />

Foto: istockphoto.com


City of Vienna<br />

Foreword<br />

Willkommen in Wien!<br />

Welcome to Vienna!<br />

Dr. Michael Häupl<br />

Bürgermeister und Landeshauptmann von Wien<br />

Mayor and Governor of Vienna<br />

Foto: Stadt Wien/PID, Fotograf Ian Ehm<br />

Mit der iconvienna liegt Wien<br />

auch heuer im Fokus von<br />

Fragen und Problemstellungen<br />

in den Bereichen<br />

Wirtschaft und Information. Diese<br />

Veranstaltung, die bereits zum<br />

dreizehnten Mal stattfindet hat<br />

sich zu einem der bedeutendsten<br />

Foren unter dem Motto „Brand Together“!<br />

entwickelt. Unternehmern<br />

und Projektplanern aus dem zentraleuropäischen<br />

Raum und Russland<br />

haben in Wien, in der Mitte<br />

der Region, die Möglichkeit die<br />

Kontaktmöglichkeiten zu fördern<br />

und zu entwickeln.<br />

Die Konferenz leistet ihren Beitrag<br />

zur wirtschaftlichen Zusammenarbeit<br />

in Europa und ist in<br />

Zeiten von momentanen globalen<br />

Machtverhältnissen von Bedeutung,<br />

ja von sehr großer Bedeutung.<br />

Wien ist dafür geeigneter<br />

Veranstaltungsort, da schon immer<br />

Dreh- und Angelpunkt zwischen<br />

Ost und West. Wir sind eine Stadt<br />

des Dialoges.<br />

Als Bürgermeister und Gastgeber<br />

für die Stadt Wien freue<br />

ich mich sehr über die abermalige<br />

Wahl unserer Stadt als Veranstaltungsort<br />

dieses hochkarätigen<br />

Forums. Ich wünsche allen Teilnehmerinnen<br />

und Teilnehmern<br />

interessante aber auch informative<br />

Tage in Wien – und bitte genießen<br />

sie auch unsere schöne Stadt.<br />

The European Business and Investment Magazine iconannual 9


10 iconannual The European Business and Investment Magazine<br />

Foto: Landeshauptstadt St. Pölten/Werner Jaeger


Lower Austria<br />

Foreword<br />

iconvienna − eine der<br />

bedeutendsten<br />

Businessplattformen<br />

Foto: BMI/Alexander TUMA<br />

Mag. Johanna Mikl-Leitner<br />

Landeshauptfrau von Niederösterreich<br />

Governor of Lower Austria<br />

Eine der bedeutendsten Wirtschafts-<br />

und Businessplattformen<br />

im Herzen von Europa<br />

– dabei kann es sich nur<br />

um die iconvienna handeln. Seit<br />

Jahren wird das Business Forum<br />

erfolgreich von Meinungsbildnern,<br />

Führungskräften und Unternehmern<br />

aus Österreich, Europa und<br />

auf der ganzen Welt besucht, um<br />

Ideen, Unternehmen und Regionen<br />

zu verknüpfen. Dabei kann jeder<br />

Teilnehmer/jede Teilnehmerin<br />

sein/ihr persönliches Netzwerk an<br />

Kontakten ausbauen und neue interessante<br />

Personen aus der Branche<br />

kennenlernen. Aber auch wir, das<br />

Land Niederösterreich profitiert<br />

von den Inhalten und Themen der<br />

Expertinnen und Experten. Damit<br />

geben sie uns wertvolle Inputs, wie<br />

wir uns weiterentwickeln können,<br />

welche Trends bevorstehen und<br />

wie wir uns für zukünftige Vorhaben<br />

wappnen können.<br />

Daher wünsche ich allen Teilnehmerinnen<br />

und Teilnehmer des<br />

Forums einen spannenden und informativen<br />

Tag in Wien. Ich freue<br />

mich, wenn der ein oder andere<br />

anschließend nach Niederösterreich<br />

kommt und sich auch hier<br />

von unserer einzigartigen Landschaft<br />

und exzellenten Unternehmerschaft<br />

überzeugen kann.<br />

The European Business and Investment Magazine iconannual 11


12 iconannual The European Business and Investment Magazine<br />

Foto: Dragan TATIC Foto: Creative Commons/Mahmoud


Ministry for Europe, Integration and Foreign Affairs<br />

Foreword<br />

Challenges and<br />

opportunities<br />

Sebastian Kurz<br />

Federal Minister for Europe,<br />

Integration and Foreign Affairs<br />

Foto: Felicitas Matern/feelimage.at<br />

We are living in times of<br />

profound changes in<br />

technology, society and<br />

business. This means<br />

challenges in some regards, but<br />

also great opportunities. We must<br />

not forget, that all great inventions<br />

initially were ideas on how to push<br />

borders. That is why we need to<br />

support innovation as a means for<br />

enhanced competitiveness, stronger<br />

economic growth and increased<br />

wellbeing of our people. I am deeply<br />

convinced that we need more of<br />

a culture of innovation, a readiness<br />

to take risks as well as a strong conviction<br />

that entrepreneurship and<br />

new ideas can change the world.<br />

iconvienna 2017 is an integral<br />

part of such future-oriented thinking.<br />

By connecting executives, project<br />

partners and entrepreneurs<br />

from different regions, the forum<br />

makes us all better prepared to face<br />

future challenges and recognise<br />

upcoming opportunities. I therefore<br />

warmly thank and congratulate<br />

the organisers of the 13 th International<br />

Business and Investment<br />

Forum for their active engagement<br />

and wish them and the participants<br />

all the best for the event.<br />

The European Business and Investment Magazine iconannual 13


14 iconannual The European Business and Investment Magazine<br />

Foto: WKO


Austrian Federal Economic Chamber<br />

Foreword<br />

iconvienna −<br />

The perfect<br />

networking event<br />

in Vienna<br />

Dr. Christoph Leitl<br />

President Austrian Federal<br />

Economic Chamber<br />

Foto: Doris Kucera<br />

Iconvienna is taking place in Vienna for the<br />

13 th time as a platform for transnational<br />

meetings between leading decision-makers<br />

in the fields of business, politics and science<br />

at the premises of the Austrian Federal<br />

Economic Chamber. Therefore, 1 am proud<br />

that this prestigious and internationally established<br />

conference underlines Austria's importance<br />

as a meeting place specifically for<br />

companies and institutions from the Central,<br />

East and Southeastern European and Central<br />

Asian region, thus demonstrating our country's<br />

outstanding ability to f acilitate international<br />

business and social contacts.<br />

In many countries of these regions Austria<br />

has become one of the major business partners<br />

over the last couple of years, either as<br />

destination for our goods and services or as a<br />

location for production facilities and subsidiaries.<br />

Our companies engage in a vast variety<br />

of business activities, ranging from retailing<br />

or oil industry to financial and transportation<br />

services, along with professional services<br />

such as legal or tax consulting. Austrian<br />

production lines are found throughout all industries.<br />

The main issues stressed within the scope<br />

of iconvienna are internationalization, innovation,<br />

international branding and the role of<br />

future cities as hubs for growth.<br />

iconvienna's secret to success lies in the<br />

qualitative and up-to-date knowledge transfer,<br />

but also in its attractive supporting program.<br />

The platform strongly encourages the<br />

globalization with the exchange of ideas and<br />

experience between its international participants.<br />

Therefore, the slogan of the event<br />

“Grow together” should motivate everyone<br />

to build and grow professional networks and<br />

subsequently realize tangible business co-operations.<br />

The European Business and Investment Magazine iconannual 15


W24.at<br />

facebook.com/W24TV<br />

1,2 MILLIONEN MAL SCHAUEN UNS DIE<br />

WIENERINNEN UND WIENER SCHON MONATLICH.<br />

DAS KANN SICH SEHEN LASSEN.<br />

W24 EMPFANGEN SIE AUF UPC, A1 TV,<br />

KABELPLUS, SIMPLITV UND VIA R9-SATELLIT.<br />

TÄGLICH<br />

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auf


Vienna Chamber of Commerce and Industry<br />

Foreword<br />

Die tagliche<br />

Innovation<br />

DI Walter Ruck<br />

Präsident der Wirtschaftskammer Wien<br />

President Vienna Chamber of<br />

Commerce and Industry<br />

Foto: G. Weinkirn<br />

Wir entwickeln uns weiter<br />

und zwar jeden Tag.<br />

Die Herausforderungen<br />

sind durch die digitalisierte<br />

Welt immer vielseitiger und<br />

schneller, damit steigt der Anspruch<br />

an uns und unser Umfeld.<br />

Doch wer sich verschließt wird<br />

nicht mit dieser Zeit gehen können.<br />

Egal in welchem Feld man tätig ist,<br />

Trends gehen uns alle an.<br />

Damit wir gemeinsam Antworten<br />

finden, ist es essentiell, dass<br />

die internationale Gemeinschaft<br />

in die Umsetzung geht, daran<br />

führt kein Weg vorbei. In Österreich<br />

denke ich dabei vor allem<br />

an die Transsibirische Eisenbahn<br />

und die dritte Piste am Flughafen<br />

Wien. Doch wissen wir alle, dass<br />

wir das Tor nach Afrika aufstoßen<br />

müssen, um miteinander zu wachsen.<br />

Jede Konferenz die dies fördert<br />

ist ein Baustein auf dem Weg<br />

in eine innovative Zukunft. Das<br />

Motto „Brand Together“ zielt genau<br />

in diese Richtung ab und muss<br />

damit Leitbild nicht nur für alle<br />

Teilnehmer sondern uns alle sein –<br />

denn nur die Wirtschaft schafft<br />

Arbeitsplätze. In der Politik können<br />

nur die Rahmen richtig gesetzt<br />

werden, dass sich die Wirtschaft<br />

auch entfalten kann – egal ob auf<br />

nationaler oder internationaler<br />

Ebene. Nutzen Sie Wien als Kongress-<br />

und Diplomatiehauptstadt<br />

um in die Umsetzung zu kommen!<br />

The European Business and Investment Magazine iconannual 17


18 iconannual The European Business and Investment Magazine<br />

Fotos: Embassy of the Dominian Republic


Dominican Republic<br />

Greetings<br />

Dominican Republic,<br />

a country of unique<br />

opportunities<br />

H. E. Ramón Quiñones<br />

Ambassador of the Dominican Republic to Austria, and Bulgaria.<br />

Dean of the Diplomatic Corps for Latin America and Caribbean<br />

As the Ambassador of the Dominican Republic<br />

to Austria and the Dean of the Diplomatic<br />

Corps from Latin America and the Caribbean,<br />

I would like to thank the European Business<br />

and Investment Forum iconvienna 2017 presided by<br />

Dr. Gerhard Hrebicek and his team for their kind invitation<br />

to participate once again in this important<br />

event, which allows us to exchange economic and<br />

commercial strategies and experiences, as well as<br />

unique opportunities for investment.<br />

Thanks to his privileged geographic location, the<br />

Dominican Republic has become an important commercial<br />

gateway between America, Europe and the<br />

rest of the world. Its position in the heart of the Caribbean<br />

provides international trade fast and efficient<br />

means of transportation through 8 international airports,<br />

12 sea ports, 5 cruise ports and more than 270<br />

international flights daily, thus making the country<br />

the ideal “Caribbean Hub” for exports and an attractive<br />

tourist destination which received about 6 million<br />

visitors in 2016.<br />

The Dominican Republic is currently one of the<br />

most privileged countries in Latin America and the<br />

Caribbean in terms of business environment owing to<br />

its vast natural resources, a stable political environment,<br />

as well as a conducive legal framework for foreign<br />

investments, economic stability and a bilingual<br />

and trained labor force. These factors have allowed<br />

sustained economic growth averaging more than 5 %<br />

over last 10 years, achieving 7 % in 2015 and 6.6 % in<br />

2016. The main areas of investment are: free economic<br />

zones, textile and footwear industry, renewable<br />

energy, customer contact centers & business process<br />

outsourcing, film industry, software development,<br />

medical devices, infrastructure, tourism, telecommunications,<br />

mining and agroindustry.<br />

Export products comprise almost 4,000 high quality<br />

product lines at very competitive prices ranging<br />

from agroindustry, health and beauty, construction,<br />

manufacture and industry, technology and cultural<br />

goods present in more than 170 international markets<br />

with preferential access to more than 900 million<br />

consumers through 5 trade agreements including<br />

with the European Union and the U.S.A. In the agriculture<br />

and livestock areas, we are renowned for being<br />

one of the main exporters of (bio)tropical organic<br />

products, such as cacao, bananas, mango, as well as<br />

other worldwide highly regarded products like rum,<br />

cigars, different sorts of peppers and avocados.<br />

I wish iconvienna the best of success in 2017.<br />

Foto: Embassy of the Dominian Republic<br />

The European Business and Investment Magazine iconannual 19


20 iconannual The European Business and Investment Magazine<br />

Fotos: Embassy of Argentinia


Argentinia<br />

Greetings<br />

Congratulations<br />

to iconvienna 2017<br />

H.E. Rafael Mariano Grossi<br />

Ambassador of Argentinia to Austria<br />

It is an honour to welcome the 13 th iconvienna, Central<br />

Europe’s prominent investment forum, and refer<br />

to my country’s economy and investment opportunities.<br />

The Argentine Republic has strong fundamentals,<br />

which underpin its potential to become a regional<br />

economic engine. It is the third largest Latin<br />

American economy, after Brazil and Mexico; the<br />

fourth most populous country in the region, with 43<br />

million inhabitants; and the world’s eighth largest<br />

country in terms of territory, encompassing diverse<br />

climates and terrains.<br />

Argentina boasts a wealth of varied and available<br />

natural resources: 53 % of agricultural land; abundant<br />

reserves of oil, gas, minerals and water; and optimal<br />

conditions for the development of wind, solar,<br />

biomass and hydro power. The country is also rich<br />

in human capital, ranking first in Latin America’s<br />

Human Development Index and exhibiting an educational<br />

attainment comparable to emerging economies<br />

in East Asia and Central and Eastern Europe.<br />

The Macri Administration has undertaken a<br />

comprehensive program to reform the economy and<br />

realize its potential. Key initiatives include: removing<br />

capital controls and repatriation restrictions;<br />

resolving defaulted debt; regaining access to global<br />

financial markets; removing export taxes and import<br />

restrictions; implementing a government e-platform<br />

for tenders; setting up a Public-Private Partnership<br />

(PPP) regulatory framework; relaunching the National<br />

Statistics Bureau (INDEC); and establishing a<br />

4-year plan to eliminate primary fiscal deficit.<br />

Argentine GDP growth, currently over 2.7 %, is<br />

expected to be strong in the next years. There are investment<br />

opportunities in all regions of the country<br />

and in all sectors of the economy, with renewable<br />

energies being one of the most promising. Marking<br />

a relevant milestone, Act 27.191 was passed in 2015,<br />

setting forth that 20 % of energy must be produced<br />

from renewable sources by 2025. Subsequently, the<br />

RenovAR Program was launched in 2016, calling<br />

for a Public Tender Process for contracts with the<br />

wholesale electricity market (MEM) aimed at generating<br />

electrical power from renewable sources. RenovAR<br />

Rounds 1 and 1.5 have been very successful,<br />

with Round 2 expected to launch in Q2 2017. I invite<br />

you to join in the country’s development in a context<br />

of rapid growth and concrete opportunity.<br />

Foto: Embassy of Argentinia<br />

The European Business and Investment Magazine iconannual 21


22 iconannual The European Business and Investment Magazine<br />

Foto: Cuban Embassy


Cuba<br />

Greetings<br />

Cuba: A place<br />

to invest<br />

H. E. Juan Antonio Fernández Palacios<br />

Ambassador of the Republic of Cuba in Austria and Permanent<br />

Representative to the United Nations Office at Vienna and the<br />

International Organizations based in Austria.<br />

Cuba develops an updating process of<br />

its economic model and it´s gradually<br />

advancing in the implementation of<br />

the strategic vision for the development<br />

of the economy, with a mid and longterm<br />

vision.<br />

A favorable business climate has been<br />

set up in Cuba with the passing of Law No.<br />

118 “Foreign Investment Act” and its complementary<br />

norms. Other advantages are<br />

added to tax incentives like high qualified<br />

workforce; political and social stability; geographical<br />

location in the centre of an expanding<br />

market and basic infrastructure<br />

throughout the country.<br />

The energy sector is one of the 12 areas<br />

prioritized for foreign investment. Cuba generates<br />

95% of its electricity using fossil fuels<br />

and we are working to change the country´s<br />

energy matrix by taking advantage of renewable<br />

energy sources.<br />

The potential for solar radiation recorded<br />

in the country is approximately 5KWh per<br />

square meter per day and it has been identified<br />

areas with the best prospects for the construction<br />

of photovoltaic parks, prioritizing<br />

for foreign investment those which could be<br />

built as part of the isolated electrical systems<br />

serving tourist resorts on remote keys.<br />

The tourism is also an important and prioritized<br />

sector. Foreign investment participation<br />

in this sector is directed to promote<br />

hotels through new building or rebuilding of<br />

accommodations facilities as well as of the<br />

complementary infrastructures. Another aim<br />

is to diversify the management and commercialization<br />

of tourist facilities by renowned<br />

foreign chains. Cuban tourism is the force<br />

driving other sectors of the economy.<br />

The country’s Portfolio of Business Opportunities<br />

for foreign investment includes<br />

395 projects valued at more than $9.500 billion<br />

USD.<br />

The Special Economic Development<br />

Zone of Mariel (ZEDM by its Spanish acronym)<br />

is a visionary project located in the<br />

center of the Caribbean Sea, very attractive<br />

for investments.<br />

Foto: Cuban Embassy<br />

The European Business and Investment Magazine iconannual 23


Fotos: Embassy of Venezuela<br />

Los Roques is a Venezuelan archipelago that<br />

consists of about 50 islands, located in the Caribbean<br />

Sea, 168 km to the north of La Guaira, the port of<br />

Caracas. Due to its beauty and ecological importance,<br />

it was declared national park in 1972.<br />

What makes Los Roques a majestic place is the enormous<br />

expanse of calm sea, the presence of lagoons,<br />

cays, beaches of white sands of coral origin and crystalline<br />

waters of extraordinary colours.<br />

Los Roques is a dream place for lovers of diving, windsurfing<br />

and fishing.<br />

24 iconannual The European Business and Investment Magazine<br />

Foto: istockphoto.com


Venezuela<br />

Greetings<br />

Los Roques a Paradise<br />

of crystalline waters<br />

and white sand<br />

H. E. Jesse Chacón<br />

Ambassador of the Bolivarian Republic of Venezuela<br />

to Austria, Croatia and Slovakia<br />

I<br />

would like to express my sincere<br />

congratulation to the European<br />

Business and Investments Forum –<br />

iconvienna – for its 13th Anniversary.<br />

This is the third-time Venezuela is<br />

participating, and we are aware of its<br />

excellence as a network to establish<br />

new cooperation and interchange of<br />

business ideas.<br />

Allow me to present my country as<br />

a destination full of opportunities in<br />

opening new markets. In recent years,<br />

the Venezuelan Government has implemented<br />

policies to give new impetus<br />

to areas such as agriculture, industry,<br />

mining, technology and tourism.<br />

Venezuela is a country opened to<br />

the world that combines the charisma<br />

of our people, the richness of our nature<br />

and wildlife, and the spectacular<br />

landscapes with the variety of exotic<br />

places.<br />

Destinations that comprise the<br />

mountains, beginning with the Andes,<br />

which consists mainly of paramo<br />

vegetation and low temperature. The<br />

llanos, the plain area, dominated by<br />

plateaus, lakes and pastures. Flora<br />

and fauna make it part of our attractive<br />

places. The jungles and savannah,<br />

one of the most exotic and mystic destinations<br />

where the highest waterfall<br />

in the world – Ángel Fall or Kerepakupai<br />

Meru in indigenous language<br />

and the tepuis remain. Without forgetting<br />

the coast, Venezuela counts with<br />

a paradise of crystalline waters and<br />

white sand beaches.<br />

We believe that iconvienna is an<br />

excellent opportunity to expose our<br />

grandiose country and to enhance our<br />

strategic partnership with European<br />

countries, especially with Austria, establishing<br />

relations based on cooperation<br />

and solidarity.<br />

Foto: Embassy of Venezuela<br />

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26 iconannual The European Business and Investment Magazine<br />

Foto: Embassy of Colombia


Colombia<br />

Greetings<br />

Peace as the<br />

foundation of a stronger<br />

Colombian economy<br />

H. E. Jaime Alberto Cabal Sanclemente<br />

Ambassador of the Republic of Colombia to Austria, and<br />

non-resident Ambassador to Croatia, the Czech Republic,<br />

Hungary, Montenegro, Serbia, Slovenia and Slovakia.<br />

Former Minister of Economic Development of Colombia.<br />

Foto: Embassy of Colombia<br />

The Peace Agreement signed between the government<br />

of Colombia and the rebel group FARC-EP<br />

implies a substantial improvement for the existing<br />

economy opening doors to new opportunities<br />

and the consolidation of different sectors both<br />

in cities and rural areas, historically affected by the<br />

armed conflict.<br />

Currently, Colombia has a GDP of US$ 292 billion<br />

and a GDP per capita of US$ 6.056 but according to official<br />

agencies, Colombia’s annual GDP growth could<br />

turn out higher than expected as a result of the Peace<br />

Agreement.<br />

The government will invest around US$ 13,7 billion<br />

in 2017 in different economic and social sectors, resulting<br />

in 765.433 new jobs and an expected GDP growth<br />

of 2.6 %.<br />

Furthermore, US$ 8,5 billion will be invested in<br />

housing and education sectors, which will result in a<br />

rise of housing solutions by 33 %. The investment of US$<br />

3,13 billion in the development of thirty Fourth Generation<br />

(4G) road projects will lead to the creation of 313.784<br />

employments and a GDP growth of 0.35 % in 2017.<br />

In addition, there will be an investment of US$ 2.8<br />

billion in improvements of 51 airports as well as of US$<br />

1,2 billion in port concessions and US$ 1.8 billion for<br />

the improvement of the navigability of the Magdalena<br />

river.<br />

The agriculture sector plays a key role in the<br />

post-agreement period through substitution policies<br />

of illegal cultivation, demining and the reconstruction<br />

of small infrastructure projects. Therefore the government<br />

will be investing US$ 5,3 billion in order to promote<br />

the creation of infrastructure projects by private<br />

businesses or organizations in the rural areas which<br />

are most affected by the armed conflict.<br />

The tourism sector has become a major driver for<br />

growth. Over the last years, the number of incoming<br />

tourists increased from 4.4 million in 2015 to 5.3 million<br />

in 2016 and for 2017 a number of 7 million incoming<br />

tourists is expected.<br />

Colombia is becoming a country of increasing business<br />

opportunities in a consolidated and stabilized<br />

economy positioning itself as a strategic partner both<br />

on a regional and international level.<br />

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28 iconannual The European Business and Investment Magazine<br />

Foto: Embassy of Guatemala


Guatemala<br />

Greetings<br />

Guatemala −<br />

the largest economy<br />

in Central America<br />

Foto: Embassy of Guatemala<br />

H. E. Antonio Roberto Castellanos López<br />

Ambassador of the Republic of Guatemala to Austria,<br />

Czech Republic, Slovakia, Slovenia and Hungary<br />

It is a great honour to greet you distinguished readers<br />

of iconannual in this edition of the European Business<br />

and Investment Forum and celebrate another<br />

year of success in promoting business and trade in<br />

Austria and neighboring countries.<br />

Guatemala is the most populated country and largest<br />

economy in Central America and given its economic<br />

stability, steady growth and foreign investment promotion<br />

policies, there are significant opportunities for<br />

European Union and international businesses, including<br />

sectors such as clean energy, security, infrastructure<br />

and construction, education and the retail market.<br />

The country economy has grown by 3.7 percent on<br />

average in the 2012-2015 period.<br />

Guatemala also offers a strategic geographical location<br />

from which to access member countries of the<br />

“Meso-America Iniciative”: A market including over<br />

fifty urban centers, a population of 68 million and a<br />

regional economy worth some US$319 billion. On<br />

its part, Guatemala has also signed free-trade agreements<br />

with neighbors including Mexico, Panama, the<br />

Dominican Republic-CAFTA; Colombia, Chile and the<br />

Association Agreement with the European Union and<br />

Central America.<br />

Lacking a major refinery, most of Guatemala's heavy<br />

crude oil, is exported to the United States and Canada.<br />

Contracts for oil and gas exploitation are commonly<br />

signed for a 20-25 years period, with an option for renewal.<br />

Energy: Guatemala is the strongest potential biofuel<br />

producer in Central America, given the country's high<br />

yields of sugarcane and palm oil and its efficient local<br />

industries.<br />

Agriculture and foodstuffs:. The sector generates<br />

direct employment for more than 75 000 people and<br />

353 000 indirect jobs. Guatemala has approximately<br />

11 million hectares of fertile soil of which only 12 per<br />

cent is cultivated.<br />

Coffee: Guatemala ranks second in the world after<br />

Colombia, in the amount of high-grade coffee production,<br />

and has the highest percentage of its crop classified<br />

as "high quality" by international buyers. In terms<br />

of exports, coffee is Guatemala's flagship product: In<br />

2011 and 2012, exports of more than US$2.13 billion<br />

were recorded.<br />

Infrastructure: Guatemala is the logistics and services<br />

center of the region, thanks to a large road network<br />

and efficient ports on the Pacific and Atlantic oceans<br />

(Caribbean Sea), along with airports in Guatemala City<br />

and Flores, Petén.<br />

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30 iconannual The European Business and Investment Magazine<br />

Fotos: Embassy of El Salvador


El Salvador<br />

Greetings<br />

Introducing<br />

El Salvador<br />

H.E. Lucía Rosella Badía<br />

Ambassador of El Salvador to Austria and<br />

Permanent Representative to UNO Vienna<br />

The Embassy of El Salvador is<br />

pleased to participate in the 2017<br />

edition of Inconvienna. This important<br />

platform in Austria allows us<br />

to interact with business people interested<br />

in networking with decision makers in<br />

different areas, finding new partners and<br />

provide them with up to date information<br />

about business climate and opportunities.<br />

El Salvador is a business bridge between<br />

North and South America, and is<br />

also part of the bi oceanic corridor linking<br />

Europe to Asia. Our current trade agreements<br />

provide preferential access to major<br />

markets in America, Europe and Asia,<br />

with flexible rules of origin and significant<br />

reductions on import tariffs.<br />

El Salvador is fully committed to the<br />

United Nations 2030 Agenda. On the economic<br />

side, public and private sector are<br />

working towards an inclusive industrial<br />

development with sustainable growth<br />

associated with productive employment,<br />

innovation, development of technology,<br />

participation of small and medium sized<br />

enterprises, labor rights and respect for<br />

the environment.<br />

Central America and the European Union<br />

have consolidated their economic relations<br />

through an Association Agreement.<br />

For business opportunities, this agreement<br />

promotes trade expansion through the reduction<br />

of tariff barriers and the provision<br />

of trading standards and technical regulations<br />

and promotion of regional economic<br />

integration. This agreement entails the<br />

commitment to establish a free trade zone<br />

with the EU.<br />

Regarding investment, El Salvador<br />

stands out for its qualified labor force, infrastructure<br />

connectivity and monetary<br />

stability. Our legal framework offers attractive<br />

tax incentives to companies and guarantees<br />

the protection of their investments.<br />

Over the years companies established in<br />

El Salvador have relied on our International<br />

Service Law, Industrial Free Trade Zone<br />

and Commercialization Law, Tourism Investment<br />

Law and Renewable Energy Incentives<br />

Law. Among some sectors to are<br />

the following: Aeronautics; Logistics and<br />

infrastructure; Offshore Business Services.<br />

Agro-industry; Tourism; Energy; Light<br />

manufacturing.<br />

Foto: Embassy of El Salvador<br />

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32 iconannual The European Business and Investment Magazine<br />

Fotos: Embassy of Costa Rica


Costa Rica<br />

Greetings<br />

Costa Rica:<br />

much more than its<br />

famously natural beauty<br />

Foto: Embassy of Costa Rica<br />

H.E. Pilar Saborio de Rocafort<br />

Ambassador of Costa Rica to Austria<br />

The Costa Rica’s growth is the result of having a diversified<br />

portfolio of trading partners with 14 FTA<br />

in force, 4 FTA in process, 15 BIA. We are also an<br />

active member of the WTO, and we have a Roadmap<br />

for Accession to the OECD.<br />

Costa Rica is unmatched as the top choice for investing<br />

in the region and organise their export portfolio in 7<br />

main productive sectors:<br />

1. Exotic and Fresh Products: Tropical Fruits, Vegetables<br />

and Greens, and Roots and Tubers.<br />

2. Plants, Flowers and Foliage: more than 11 thousand<br />

species of plants have been on our inventory.<br />

3. Food Specialties: a consolidated industry offers the<br />

most exquisite culinary expressions to delight even<br />

the most demanding palate.<br />

4. Furniture: we have 7 categories of furniture to offer.<br />

5. Personal Care: Natural & Organics, Specialized and<br />

Retail Health, and Spa Products.<br />

6. Biotechnology: Costa Rica ranks No. 1 in availability<br />

of engineers and scientists and No.2 as medical<br />

devices exporter in Latin America since 2010 (World<br />

Economic Forum 2014-2015 Report).<br />

7. Aerospace Industry: Costa Rica Aerospace Cluster<br />

comprises a group of local businesses that work<br />

together in R&D within the aerospace, and thrive<br />

thanks to the pool of highly skilled local talent that<br />

has allowed inserting itself in the high-tech Global<br />

Value Chain.<br />

According to Site Selection Magazine 2016 we are in<br />

the top 5 “Best to Invest” countries in the world and has<br />

become the preferred location in LATAM for industry<br />

leaders that seek growth opportunities in the most reliable<br />

and safe environment:<br />

1. Services: Costa Rica is the No.1 Exporter of high value<br />

added services in Latin America.<br />

2. Advanced manufacturing: Costa Rica is also leader<br />

in production process sophistication in Latin America<br />

and yes, we do rocket science.<br />

3. Life Science: we are the second largest exporter of<br />

Medical Devices in Latin America in Class I to Class<br />

III medical devices.<br />

4. Light Manufacturing: since 2013, almost 40% of total<br />

exports of goods were linked to global value chains.<br />

Our talent is very much familiarized with working<br />

under the ISO9001, ISO14001, ISO22000, and BASC<br />

among many others.<br />

5. Food Industry: Costa Rica offers +350 different agricultural<br />

and food-processed goods to export and<br />

more than 130 destinations. We are also home of food<br />

companies in the world ranked by Food Processing's<br />

Top 100.<br />

Today, European Union is our third largest trading<br />

partner after the US and China. Costa Rica is a Member of<br />

the EU-Central America Association Agreement, a threepart<br />

agreement covering free trade, political dialogue<br />

and co-operation. The country represents the 63.5% of<br />

Central American exports to the EU and the spot as “best<br />

export performance in Latin America” In 2016.<br />

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34 iconannual The European Business and Investment Magazine<br />

Foto: istockphoto.com


Paraguay<br />

Greetings<br />

Business opportunities<br />

in Paraguay<br />

H.E. Horacio Nogués Zubizarreta<br />

Ambassador of the Republic of Paraguay to Austria<br />

Representative to United Nations in Vienna<br />

and other international organizations<br />

The Embassy of Paraguay in Vienna has the honor<br />

to congratulate the 13 th the European Business<br />

and Investment Forum that provides a very important<br />

platform to promote business, exchange<br />

experiences and contact network.<br />

Paraguay is a World Class food producer; open and<br />

connected to the world; with high rates of development,<br />

rule of law and public safety; environmentally sustainable;<br />

with women inclusion and young entrepreneurship<br />

as trademark; and a Government that promotes solidarity<br />

and transparency.<br />

The Business Opportunities Paraguay offers include:<br />

Labor Intensive companies taking advantage of the Free<br />

Trade Zone for installing industrial platforms, The implementation<br />

of the High – Tech Assembly Act providing<br />

advantages for Labor Intensive Companies, Preferential<br />

access to MERCOSUR through a List of Exemption<br />

for goods, as a driver to increase the competitive of the<br />

industry, Focus on Productive Chain Integration with<br />

Brazilian companies to take advantage of existing markets<br />

and Industrial Parks promoting the installation of<br />

Food Service, Financing and Logistics companies. The<br />

most competitive Paraguayan products are: clothing,<br />

food, plastic articles, insecticides and pesticides, leathers,<br />

balanced and animal feed, footwear.<br />

In recent years, the tourism sector has undergone a<br />

significant expansion thanks to the warn climate and<br />

the known hospitality of Paraguayans.<br />

Paraguay has gone from being the best kept secret of<br />

Latin America to stand out as an attractive investment<br />

destination because of our favorable business climate.<br />

PARAGUAY IN THE WORLD… we are:<br />

1° Producer of Renewable Energy<br />

2° Producer of Stevia<br />

3° Producer and exporter of yerba mate<br />

3° Owner of barge fleet<br />

4° Soybean exporter<br />

4° Largest exporter of soybeans<br />

4° World exporter of cassava starch<br />

6° Largest producer of soybeans<br />

6° Largest exporter of maize<br />

6° Largest exporter of beef<br />

6° Largest exporter of wheat<br />

Our sincere gratitude to iconvienna for the opportunity<br />

to participate in this edition of this important business<br />

forum.<br />

We invite you to visit Paraguay and to know the opportunities<br />

we have to offer to the world.<br />

Foto: Embassy of Paraguay<br />

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36 iconannual The European Business and Investment Magazine<br />

Fotos: Embassy of Uruguay


Uruguay<br />

Greetings<br />

Work and invest<br />

in Uruguay<br />

H.E. Bruno Javier Faraone Machado<br />

Ambassador of Uruguay to Austria,<br />

Czech Republic, Hungary and Slovakia<br />

The Oriental Republic of Uruguay, hereafter referred<br />

to as Uruguay, is a small country both in<br />

size and population. Its culture, health and living<br />

standards are among the highest in Latin America.<br />

Long known as the "Switzerland of South America",<br />

the country covers an area of just 186,000 sq km (72,000<br />

sq miles) and more than half its 3.5 million people live<br />

in greater Montevideo, the rest spread among attractive<br />

coastal towns and the interior of the country, dedicated<br />

to cattle, sheep, rice, and fruit production.<br />

From 2003 onwards, the flow of foreign direct investments<br />

has dramatically increased in different sectors of<br />

our economy, especially in Forest & Cellulose – with two<br />

state-of-the-art plant mills with large scale of production<br />

–, Transport and Logistics, Telecommunications,<br />

Information Technology, Retail & Consumer, Energy and<br />

Agribusiness.<br />

Changes in the energy matrix were introduced, focusing<br />

on renewable sources (wind mills, solar farms,<br />

biomass), and Oil & Gas prospecting has started in the<br />

maritime platform.<br />

An infrastructure investment plan has been recently<br />

announced by President Tabaré Vázquez – for an<br />

amount of USD 12bn during his term of duty –, focusing<br />

on energy, roads, social and housing investments,<br />

communications and water, among other, with the participation<br />

of the public and private sector.<br />

Uruguay offers significant advantages to those who<br />

are currently evaluating doing business and making<br />

investments in South America.<br />

It is a country with a strong respect for the rule of<br />

law and the essential grounds of the economic activity.<br />

This is why it ranks among the top countries in Latin<br />

America according to the main rankings which gather<br />

information on aspects of political stability and democratic<br />

soundness. In Uruguay there are no differences<br />

in the treatment of national and foreign capital and<br />

incentives to investment promotion are available for<br />

both. There are no limits for foreign capital endowment<br />

in companies either.<br />

For years the country has shown a strong political<br />

and social stability, supported by a consolidated democracy<br />

and strong legal certainty. This consolidated<br />

institutional framework, the deep respect for democracy<br />

and the low corruption of the country have placed<br />

Uruguay in the first position in the Democracy Index<br />

compiled by The Economist Intelligence Unit (2015)<br />

and the Perception Corruption Index of Transparency<br />

International (2015) with respect to other Latin American<br />

countries.<br />

Welcome to Uruguay, a country to invest, work and<br />

live in.<br />

Foto: Embassy of Uruguay<br />

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38 iconannual The European Business and Investment Magazine<br />

Fotos: Slovakian Embassy


Slovakia<br />

Greetings<br />

Dear readers!<br />

H. E. Juraj Macháč<br />

Ambassador of the Republic of Slovakia to Austria<br />

I<br />

t’s a great pleasure for me to address you in iconannual<br />

also this year. Since I’m the Ambassador<br />

of Slovak republic in Vienna, I could have<br />

never missed the opportunity to take part in<br />

such a valuable event as the iconvienna undoubtfully<br />

is. The motto “Make contacts to contracts”<br />

tells everything by itself. Networking effect plays<br />

not only a huge role in the cross-border businesses<br />

but in developing regions as well.<br />

Also many regions in Slovakia have gained<br />

much through these investments. Particularly<br />

automotive industry has recognised comparative<br />

advantages. In 2016, Slovakia has again surpassed<br />

the production of one million cars, which means<br />

that our country produces the most cars per capita<br />

in the world.<br />

The first strong investment in this field was<br />

Volkswagen in Bratislava. Since its opening, the<br />

factory has produced over 3 million of vehicles,<br />

6 millions of gearboxes and 200 millions of components.<br />

Also due to very successful story of automotive<br />

giant factory in our capital, Bratislava<br />

once again is considered one of the wealthiest<br />

regions in Europe. According to the newest research<br />

of European Commission is Bratislava the<br />

region with the 3rd highest production per capita.<br />

Peugeot-Citroën in Trnava is another example<br />

of how successful investments in Slovakian<br />

regions can be. The production increased every<br />

year and reached its peak in 2015 with more than<br />

300 000 cars produced.<br />

The third big automotive company producing<br />

in the northern part of Slovakia is KIA. The factory<br />

situated near Žilina has contributed in the<br />

huge amount to the development of the region.<br />

The production of this factory also started in<br />

2006. Nowadays it’s able to produce more than<br />

350 000 cars annually.<br />

The whole new adventure for Slovakia brings<br />

the investment of British Jaguar- Landrover, who<br />

decided to move part of its production to the continental<br />

Europe. The 4th great automotive brand<br />

in Slovakia starts the production of Land Rover<br />

Discovery in 2018.<br />

But automotive industry is just a part of a story.<br />

I believe that Slovakia has much more to offer.<br />

Our task is to use our advantages even more. iconvienna<br />

and other useful forums play a crucial role<br />

in the process of achieving that goal. I wish the<br />

European Business and Investment Forum to be<br />

this year even more successful than ever before.<br />

Foto: Slovakian Embassy<br />

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40 iconannual The European Business and Investment Magazine<br />

Foto: istockphoto.com


Romania<br />

Greetings<br />

Dear readers!<br />

H. E. Bogdan Mazuru<br />

Ambassador of Romania to Austria<br />

Innovative entrepreneurship and brand stimulation<br />

are needed nowadays to fasten economic growth all<br />

around the world. iconvienna initiative to focus this<br />

year forum on brand and innovation aspects must<br />

be applauded. Debates, know-how and best practice<br />

exchange are important for understanding where we<br />

stand and how to improve our status. I congratulate<br />

iconvienna for being a platform for discussions and<br />

cooperation for more than a decade.<br />

Romania is committed to strengthen its economic<br />

growth through innovation and research. The National<br />

Strategy for Research and Innovation, adopted in<br />

2014, established to empower research and innovation<br />

activities and to offer substantial funds in these<br />

directions. Subsidies and different fiscal facilities are<br />

granted to the companies for research and innovation<br />

activities. For example, starting with 2017 companies<br />

and employees are exempted from income taxes for<br />

research activities.<br />

Romania is a stable economy with an economic<br />

growth which exceeded EU-28 average in last years.<br />

After a GDP growth of 3.8 % in 2015, a 5 % growth followed<br />

in 2016, which makes Romania the best performing<br />

country within EU. Industry sector followed by<br />

ICT were the main contributors to the GDP’s growth.<br />

Companies are stimulated through tax exemption to<br />

reinvest their profits in technological development<br />

and to develop their innovative capabilities. More and<br />

more Romanian products need to become well known<br />

brands around the world like RAV or BitDefender antivirus<br />

systems.<br />

Romania has a good technical high education system,<br />

which in conjunction with government measures<br />

to stimulate innovation and research will improve<br />

our country results in near future. Investors from<br />

Austria and wide world should put Romania on their<br />

future investment map for R&D plans.<br />

Romania offers business opportunities in other<br />

areas, too. After industrial sector, agriculture and tourism<br />

have great potential of growth. We have a fertile<br />

soil for agriculture and wonderful places for tourists.<br />

Cooperation in these areas will be beneficial for both<br />

sides.<br />

Culture is another important issue for Romanian<br />

people. We love traditional and modern arts and we<br />

are open to exchange ideas and emotions through art<br />

with other cultures. In recognition of that, a second<br />

Romanian city, Timisoara, will become the European<br />

Capital of Culture in 2021, after Sibiu, which played<br />

this role in 2007. We invite you to visit us and to start<br />

businesses in Romania!<br />

Foto: Romanian Embassy<br />

The European Business and Investment Magazine iconannual 41


42 iconannual The European Business and Investment Magazine<br />

Foto: istockphoto.com


Bulgaria<br />

Greetings<br />

Sofia − die Planung<br />

eines Mittelpunkts von<br />

nationaler und regional<br />

europaischer Bedeutung<br />

H.E. Ivan Sirakov<br />

Ambassador of the Republic of Bulgaria to Austria<br />

Foto: Romanian Embassy<br />

Sofia hat ein bemerkenswertes Motto im<br />

Stadtwappen: „Wächst, aber altert nicht“.<br />

Der Stadtplan von Sofia vermittelt bereits<br />

beim ersten Blick den Eindruck einer<br />

ge-ordneten Metropole. Die Stadt besitzt<br />

ein übersichtliches Straßensystem und einen<br />

funktionsfähigen öffentlichen Transport, einschließlich<br />

der U-Bahn, dessen drittes Diameter<br />

in der Realisierungsphase steht. Das System von<br />

öffentlichen Grünräumen und die Bemühungen<br />

um ein zusammenhängendes Netz von Radfahrwegen,<br />

sowie eine Reihe von weichen Standortfaktoren,<br />

die in das Stadtsystem integriert sind,<br />

vervoll-ständigen das Image einer modernen<br />

und zukunftsorientierten Metropole.<br />

Die Lage von Sofia an der Kreuzung zweier<br />

wichtiger europäischer Korridore und die günstigen<br />

natürlichen Bedingungen haben bereits in<br />

der Antike den Römischen Kaiser Konstantin<br />

dazu bewogen, diesen Standort als Residenzstadt<br />

auszubauen. Seit der Gründerzeit erfährt<br />

die Stadt eine für europäische Verhältnisse beispielloses<br />

Wachstum – die Einwohnerzahl ist<br />

seit 1878 von 12.000 auf 1,5 Millionen gestiegen.<br />

Neben den bereits erwähnten günstigen Standortfaktoren<br />

wurde von Beginn an die Bedeutung<br />

der Stadtplanung für die Bewältigung des rasanten<br />

Wachstums und für die Etablierung der Stadt<br />

als Mittelpunkt der nationalen Entwicklung<br />

erkannt. Bereits die ersten Pläne, ausgearbeitet<br />

von Experten aus der Donaumonarchie, bringen<br />

den Optimismus der Zeit und die Zuversicht<br />

in die Zukunft der Hauptstadt zum Ausdruck.<br />

Diese Pläne folgen dem Leitbild des rationalen<br />

Großstadtmodells und haben eine bewundernswerte<br />

Entwicklungsfähigkeit erwiesen.<br />

Die aktive Planungstätigkeit begleitet seitdem<br />

die Entwicklung der Stadt und wird heute<br />

im öffentlichen Bewusstsein als Notwendigkeit<br />

und als Vorauszahlung für deren Erhalt<br />

als nationalen Mittelpunkt verstanden. Diese<br />

Einstellung erweist sich als entscheidende Voraussetzung,<br />

um ihrer Rolle als Standort von europäischer<br />

Regionalbedeutung gerecht zu sein.<br />

The European Business and Investment Magazine iconannual 43


Brand Global Council<br />

Brands are one of the<br />

but least understood<br />

companies<br />

The "Brand Global Council for Value and<br />

Sustainable Growth" was founded to<br />

change that.<br />

It is a global council of countries, organizations<br />

and professionals working to improve and<br />

communicate to all stakeholders the value<br />

of brands and their contribution to overall<br />

economic and societal wellbeing and inclusive,<br />

sustainable development.<br />

Background<br />

Over the years intangible assets have grown more<br />

and more in importance and brands have grown in<br />

their value too! The world has come online and there<br />

are many new markets and a growing middle class<br />

in countries like India, China, Brazil, Russia, South<br />

Africa, Nigeria, Indonesia and many more places. Not<br />

only will the value of brands continue to grow but<br />

brands can play an important role in the growth of<br />

these areas.<br />

This proximity breeds innovation. Cities are hubs<br />

of productivity, innovation, goods and service providers<br />

for their regions. Consumers buy brands, not<br />

products. The best brands today are meaningful in<br />

the lives of consumers. They are much more than<br />

products, names, advertising, etc. Brand performance<br />

management is a challenge that requires a sophisticated<br />

strategy and professional partners.<br />

From an organization’s viewpoint, a strong brand is a<br />

valuable asset. It is, however, an intangible asset. Its<br />

value to the company ultimately depends on the value<br />

of the brand to consumers, reflected by the extent to<br />

which they rely on the brand to make decisions. For<br />

this reason it has historically been difficult for organizations<br />

to evaluate brands and give them a financial<br />

valuation.<br />

Goals<br />

The Brand Global Council (BGC) will work to help set,<br />

maintain and implement high standards for brand<br />

evaluation and valuation and will cooperate and liaison<br />

with other international organizations to achieve<br />

this purpose. The goal is to help organizations realize<br />

and increase the value of their brands. Branding<br />

will become a larger and larger part in the growth of<br />

company value and BGC will play an important role<br />

in this.<br />

The second goal of BGC is to demonstrate that brands<br />

can play an important role in economic development.<br />

The BGC will assist smaller and medium-sized organizations,<br />

cities and destinations, and economically<br />

underdeveloped regions in using the value of brands<br />

as a sustainable source of economic growth.<br />

Brands create prosperity for economies.<br />

44 iconannual The European Business and Investment Magazine


International Partners<br />

most significant<br />

assets for<br />

and economies.<br />

Strong brands create wealth, jobs and growth<br />

and should be viewed as an economic asset.<br />

Brands create prosperity for economies<br />

45.000<br />

GDP per Capital (PPP)<br />

40.000<br />

35.000<br />

30.000<br />

25.000<br />

20.000<br />

15.000<br />

10.000<br />

Norway<br />

The Netherlands<br />

Austria<br />

Germany Belgium<br />

France<br />

U.K.<br />

Europa<br />

Average Europe<br />

Italy Spain<br />

Slovenia<br />

Czech Republic<br />

Portugal<br />

Slovakia<br />

Poland Hungary<br />

Croatia<br />

Russia<br />

Romania<br />

Bulgaria<br />

Sweden<br />

Denmark<br />

Switzerland<br />

Finland<br />

5.000<br />

0<br />

0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0%<br />

Top 10 brands / GDP (PPP)<br />

brandglobal.org<br />

© 2017 BRAND GLOBAL Council<br />

The European Business and Investment Magazine iconannual 45


Brand Global Council<br />

America<br />

Europe<br />

Africa<br />

North America<br />

EU & CEE<br />

South Africa<br />

Latin America<br />

& Caribbean<br />

Russia<br />

Initial Areas of Focus<br />

• GLOBAL STANDARDS. Standards provide an<br />

opportunity for everyone to share their knowledge<br />

and for organizations to follow common and<br />

consistent business practices. Thus BGC’s work to<br />

promote brand standards and brand certifications<br />

will guide brand owners/managers and brand evaluators<br />

in implementing sophisticated brand evaluations<br />

and valuations. They will be more able to<br />

quantify the true value of their brand. This will<br />

bring more information to stakeholders and lead to<br />

better reporting, governance and management.<br />

• ALTERNATIVE FINANCING/INVESTMENT.<br />

Brands even now may average 40 percent of an organization’s<br />

worth. Thus BGC will work to make<br />

brand value to be more important in financing and<br />

investment decisions. But investors need better information<br />

and reporting about the value of brands.<br />

This could also lead to the development of new financial<br />

instruments and sources of investment.<br />

• FORUMS / EVENTS NETWORKING and exchange<br />

of information, about best practices of reporting,<br />

governance and management of brands are essential<br />

for brand owners/managers and brand evaluators<br />

in order to continuously create long term and<br />

brand-led growth. BGC will create Annual Brand<br />

Global Forums and support the development of national<br />

Brand Forums for more awareness and dialogue<br />

about brands and their value.<br />

• EXECUTIVE EDUCATION TRAINING is crucial<br />

to the realizing the business and societal value of<br />

brands. BGC courses will improve understanding<br />

of brands and their value for all stakeholders,<br />

46 iconannual The European Business and Investment Magazine


International Partners<br />

Asia<br />

China<br />

India, Korea,<br />

Japan, etc.<br />

• European Initiative<br />

• Russian Initiative<br />

• Asian Initiative<br />

• Chinese Initiative<br />

• African Initiative<br />

• North American Initiative<br />

• Latin America & Caribbean Initiative<br />

© 2017 BRAND GLOBAL Council<br />

and therefore contribute to the implementation of<br />

brand activities in various organizations.<br />

• DEVELOPMENTAL INITIATIVES. Increased concern<br />

for and understanding of brand value can be a<br />

tool for the economic development of smaller and<br />

medium-sized organizations, cities and destinations<br />

and economically underdeveloped regions.<br />

In order to create awareness and assist organizations<br />

around the world, BGF will develop regional<br />

brand initiatives. These initiatives will communicate<br />

and demonstrate both the business and societal<br />

value of brands.<br />

Through these actions, the BGC will become both a<br />

top-down and a bottom-up organization representing<br />

nearly all of the world.<br />

The BRAND GLOBAL<br />

COUNCIL, with headquarter<br />

in Vienna, serves as NGO and<br />

global think-tank for coordination,<br />

know-how exchange, idea generation<br />

and development of collaborative<br />

initiatives and projects. All<br />

activities are directed to enabling<br />

organizations to report and benefit<br />

from the value of their brands<br />

and to making brand value a<br />

means of economic development.<br />

brandglobal.org<br />

The European Business and Investment Magazine iconannual 47


UNIDO<br />

Introducing<br />

UNIDO’s long-term strategy of inclusive<br />

and sustainable industrial development (ISID)<br />

was adopted by UNIDO Member States at the General<br />

Conference in December 2013. Through this<br />

strategy, UNIDO aim to harness the full potential<br />

of industry’s contribution to the achievement of<br />

sustainable development in the post-2015 era.ISID<br />

Industry is the most dynamic driver of prosperity<br />

and collective wellbeing. Too often in the past the<br />

transformative structural changes have also been<br />

accompanied by environmental degradation and<br />

increased social inequalities. In order to ensure equitable<br />

distribution of the economic benefits of industrialization,<br />

ISID aims to address the multidimensional<br />

causes of poverty, through creating shared prosperity,<br />

advancing economic competitiveness and safeguarding<br />

the environment.<br />

ISID ensures:<br />

• Every country achieves a higher level of industrialization<br />

in their economies, and benefits from the<br />

globalization of markets for industrial goods and<br />

services.<br />

• No-one is left behind in benefiting from industrial<br />

growth, and prosperity is shared between women<br />

and men, urban and rural communities and enterprises<br />

in all countries.<br />

• Economic and social growth is supported within an<br />

environmentally sustainable framework, so industrial<br />

expansion does not jeopardize the well-being of<br />

future generations.<br />

• The unique knowledge and resources of all relevant<br />

development actors are combined, including the<br />

private sector and international financing instituions,<br />

to maximize ISID’s development impact.<br />

The regional context:<br />

The Latin America and Caribbean (LAC) Region encompasses<br />

33 countries, all of which are UNIDO Member<br />

States. Total population for the region was roughly<br />

600 million people in 2014, most of whom were already<br />

benefitting from improved living conditions. For<br />

example, more than 94% of the total population had<br />

access to improved drinking water sources; 82% had<br />

sanitation services coverage; and 79% lived in urban<br />

areas. But there is room for future improvement, as<br />

seen in the smaller percentages of the population that<br />

had access to potable water (82%) and sanitation in rural<br />

areas (63%) in 2014.<br />

The region comprises a total surface area of more<br />

than 20 million km2 with vast natural resources, including<br />

ample water resources and a flourishing biodiversity.<br />

Around 47% of the land surface is covered<br />

by forest. The Central and South American sub-regions<br />

provide the most abundant fresh water resources per<br />

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International Partners<br />

Fotos: UNIDO<br />

capita worldwide. The region accounts<br />

for substantial reserves of<br />

oil, silver, copper, coal, bauxite, lithium<br />

and nickel.<br />

LAC’s Member States range from<br />

large, rapidly growing High- and<br />

Middle-Income Countries (MICs)<br />

like Brazil, Mexico and Argentina<br />

to small, fragile and vulnerable states<br />

like Haiti.<br />

The GDP of the LAC Region grew<br />

by 1.1% in 2014, its slowest annual<br />

expansion rate since 2009, mostly<br />

attributable to the region’s high<br />

dependence on commodities export<br />

prices. Current GDP structure<br />

by economic activity is comprised<br />

mainly of public administration,<br />

social and personal services (24%);<br />

financial intermediation, including<br />

real state, rentals and business activities<br />

(17%); wholesale and retail<br />

trade (15%); manufacturing (15%);<br />

transport, communications and<br />

construction (15%); and mining, agriculture<br />

and electricity (14%).<br />

One significant consequence<br />

of low economic growth has been<br />

weak job creation; however, the<br />

urban open unemployment rate edged<br />

down only from 6.2% to 6.0%.<br />

The slower job creation has affected<br />

women more than men, bringing<br />

an end to previous trends in which<br />

some gender labour gaps were narrowing.<br />

The poverty rate in Latin America<br />

stood at 28.1% in 2013, 11.7%<br />

of whom were living under conditions<br />

of extreme poverty. In human<br />

terms, these percentages represent<br />

165 million poor people, including<br />

69 million living in extreme poverty<br />

(e.g. on the equivalent of less<br />

than one dollar a day) (ECLAC- Preliminary<br />

Overview of Economies of<br />

LAC, 2014). For the LAC Region, the<br />

incidence is higher among younger<br />

segments of the population. Poverty<br />

rates also vary by gender, the rate<br />

among women under labour age<br />

being 1.2 times that of men.<br />

The LAC Region has the highest<br />

inequality rate in the world. The<br />

Gini coefficient, which measures<br />

income inequality, remained at<br />

a mean value of 0.52 (i.e. it ranges<br />

between 0, total equality, and 1, one<br />

person with all the wealth.<br />

In terms of industrial development,<br />

the region needs to develop<br />

comprehensive industrial policies<br />

that promote more equitable growth<br />

based on productive development<br />

and reduce the weight of financial<br />

sector; to strengthen Public Private<br />

Partnerships (PPPs) and policy<br />

instruments for promoting new<br />

business and fostering Small and<br />

Medium-sized Enterprises (SMEs),<br />

as well as to increase investment in<br />

research, development and innovation<br />

to generate greater value added<br />

and increase competitiveness.<br />

UNIDO works closely with the<br />

Community of Latin American and<br />

Caribbean States (CELAC), the largest<br />

regional bloc representing 33<br />

sovereign countries in the Americas,<br />

all of which are also UNIDO<br />

Member States.<br />

Future outlook:<br />

The 33 countries that comprise<br />

UNIDO’s Latin America and the<br />

Caribbean (LAC) Region, as diverse<br />

as they may be, all share one thing<br />

in common: they all need vital<br />

strategic advice on industrial development<br />

strategies, policies and<br />

instruments, followed by concrete<br />

support for implementation and<br />

monitoring. Some of these countries<br />

are newly emerging Middle Income<br />

Countries (MICs) that require more<br />

than a classic Technical Assistance<br />

(TA) project approach, although<br />

a transition phase of several years<br />

when both approaches co-exist is to<br />

be expected. UNIDO is engaged in<br />

promoting practical, pragmatic implementation<br />

of the guiding principles<br />

of inclusive and sustainable industrial<br />

development in the region.<br />

ISID’s new Vision, as introduced at<br />

the outset of this brochure, is being<br />

incorporated into all UNIDO activities<br />

carried out in the region.<br />

The European Business and Investment Magazine iconannual 49


European Commission<br />

Intercity<br />

cooperation<br />

as a driver for European innovation<br />

and new growth<br />

The world economy is changing quickly. Europe<br />

is the largest market of the world, and it holds<br />

strong industrial and scientific foundations for<br />

securing future growth. However, to maintain<br />

strong growth and innovation potential, we have to<br />

adapt. Therefore we have to make all our regions and<br />

cities attractive places to live, work and invest in. We<br />

can count on the diversity of our regions in Europe to<br />

find together the solutions for our common challenges<br />

in the provision of jobs, energy, mobility or health care<br />

to our citizens, and turn these challenges into opportunities<br />

for economic development, growth and competitiveness.<br />

European Union's Cohesion Policy is boosting the<br />

dynamics of European growth, by focussing efforts<br />

on priorities like innovation and research, energy efficiency,<br />

low carbon and digital economy, sustainable<br />

transport, SME competitiveness, education and social<br />

inclusion. This aims at supporting growth and jobs<br />

in all regions of the EU and fostering territorial, economic<br />

and social cohesion. To make this work, we call<br />

upon regions and cities to focus on their strengths and<br />

unique opportunities for future growth and competitive<br />

advantages. This "smart specialisation" requires<br />

also "smart cooperation". Cooperation on innovation in<br />

the EU Strategy for the Danube Region is a good example<br />

for this.<br />

Europe is one of the most urbanised<br />

continents in the world.<br />

Today, more than two thirds of<br />

the European population live in<br />

urban areas.<br />

Between 2000 and 2013, GDP growth in cities was<br />

50 % higher than in the rest of the EU and employment<br />

in cities grew by 7 %, while it declined slightly in the<br />

remainder of the EU. 1 This higher performance is due<br />

to the economic advantages of cities, because they concentrate<br />

industries and services, education and training,<br />

and logistic infrastructure that connects them to<br />

local and global markets, and – most important – they<br />

host people with a variety of skills. This proximity<br />

breeds innovation. Cities are hubs of productivity, innovation,<br />

goods and service providers for their regions.<br />

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)<br />

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)<br />

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International Partners<br />

Foto: European Commission<br />

Corina Cretu<br />

European Commissioner<br />

for Regional Policy<br />

They have positive spill-over effects on the economic<br />

performance of surrounding regions that is measurable<br />

up to a distance of 200-300 kilometres. 2 Due to the<br />

dense and well-connected network of cities in Europe,<br />

cities in close proximity to other cities can become<br />

more productive than their size alone would predict.<br />

For instance, the joint smart specialisation strategy between<br />

Berlin and the surrounding region of Brandenburg<br />

thrives notably thanks to this.<br />

While innovation can happen anywhere, it occurs<br />

especially in highly urbanised areas, because of close<br />

interaction between companies themselves but also<br />

between companies and research and education institutes<br />

in culturally vibrant environments. Some of<br />

these cluster effects are stronger in large cities, but medium-sized<br />

cities can also offer such advantages. And<br />

networks of cities can provide the critical mass needed.<br />

Europe's dense city network is well connected to all<br />

regions and is thus a strong comparative advantage in<br />

the global context. Therefore Europe has to promote<br />

its cities as demonstrators of new innovative solutions<br />

for improving daily living conditions of their citizens,<br />

which will also inspire others. The Finnish "Six City<br />

Strategy" is such an inspiring example of the leverage<br />

effect of cooperation among cities on future oriented<br />

growth (see box).<br />

Our cities play a major role in building up the competitiveness<br />

of their regions and countries. Networks of<br />

cities have been a unique historical strength of Europe<br />

for trading goods and exchanging ideas that inspired<br />

new solutions for common challenges. Nowadays, we<br />

need networks of cities to be facilitators of strong specialised<br />

clusters and to connect companies and innovation<br />

communities to co-create new futures for their regions<br />

and Europe. The European Commission is ready<br />

to fully support them in this endeavour. In this respect<br />

the adoption in 2016 of the Urban Agenda for the European<br />

Union and its follow-up work through specific<br />

'partnerships' will provide the right framework to further<br />

spur innovation and growth but also inclusion and<br />

overall, sustainable urban development.<br />

EXAMPLE II: SIX CITIES IN FINLAND JOIN FORCES TO BECOME BETTER AND SMARTER 3<br />

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

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

to creating development environments for product testing and boosting open data for<br />

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

and other actors to run their research, product development and innovation in real-life<br />

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

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

and open participation and customership. Opening up public data has the potential to<br />

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

the ways their data is opened and released and are also working towards shared<br />

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

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

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

Foto: Metropolia UAS SOHJOA-projekt<br />

The European Business and Investment Magazine iconannual 51<br />

3 www.6aika.fi/in-english


Central European Initiative<br />

CEI<br />

Foto: CEI<br />

Immediately after the fall of the Berlin wall in 1989,<br />

Italy, Austria, Hungary and the former Yugoslavia<br />

established – as it is known today – the Central<br />

European Initiative (CEI). Since its inception, the<br />

CEI has taken root, grown and finally blossomed into<br />

the largest and oldest regional intergovernmental forum,<br />

committed to supporting European integration<br />

through cooperation among its Member States and the<br />

European Union (EU). Currently counting eighteen<br />

Member States 1 , the CEI has become a recognised promoter<br />

of EU/non-EU-country partnership and regional<br />

cooperation.<br />

The CEI strategic objectives, outlined in the CEI<br />

Plan of Action, are focusing on supporting its Member<br />

States on their path towards European integration;<br />

promoting the alignment of the CEI Member States to<br />

EU standards; implementing small and medium-sized<br />

projects and converting constructive ideas into innovative<br />

results. In order to offer a solid contribution to<br />

European integration the CEI combines political dialogue<br />

(multilateral diplomacy) and project management,<br />

both as donor and recipient, while also bridging<br />

European macro-regions. Through its project-oriented<br />

working method, the CEI is also a flexible basis for<br />

regional cooperation of its Western Balkan countries<br />

and the three Eastern Partners (Belarus, Moldova<br />

and Ukraine). The CEI is paying special attention to<br />

its non-EU Member States’ need for capacity building<br />

through know-how transfer and exchange of experience<br />

with its EU countries, thus also providing sound<br />

evidence of the permanent validity of its mission in<br />

these difficult times of political turbulence and economic<br />

crisis.<br />

Central European<br />

Its unique geographical position makes the CEI the<br />

only regional international organisation connecting<br />

the Baltic, the Danube, the Adriatic-Ionian, the Black<br />

Sea and the Alpine regions. It is the only organisation<br />

providing a peer-to-peer environment for bridging experience<br />

and synergising the new added values of the<br />

macro-regional approach to the complexity of transnational<br />

governance and programming.<br />

Funds, Instruments & Figures: strategic<br />

approach to regional cooperation<br />

The CEI is a well-functioning intergovernmental machinery,<br />

our strong operational character and project-oriented<br />

approach, our manifold activities in<br />

various areas and initiatives to create a good business<br />

environment as well as our investment in a knowledge-based<br />

economy have served and are going to<br />

continue serving to increase the economic, social and<br />

territorial cohesion within our regional scope.<br />

In order to meet the strategic objectives for the benefit<br />

of its Member States, the CEI makes use of a variety<br />

of Funds and Instruments covering ten main areas<br />

of cooperation 2 :<br />

Our 25 year old partnership with the European<br />

Bank for Reconstruction and Development (EBRD) is a<br />

real success-story in this regard, significantly contributing<br />

to strengthening CEI’s project-oriented dimension.<br />

The CEI Fund at the EBRD, towards which the<br />

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),<br />

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

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<br />

Society, Intercultural Cooperation, Media, Civil Society<br />

52 iconannual The European Business and Investment Magazine


International Partners<br />

Botschafterin Dr. Margot Klestil-Löffler<br />

Alternate Secretary General<br />

Central European Initiative<br />

Initiative: 28 years<br />

Foto: Vojtech Vlk<br />

Italian Government has solely made a total contribution<br />

of € 40.5 million, mainly provides grant-type assistance<br />

for specific components of Technical Cooperation<br />

(TC) projects. Since its inception, the Fund has<br />

provided more than € 25 million for funding more than<br />

130 TC assignments, mobilising € 4.8 billion of international<br />

investments in the countries of operations. For<br />

one euro spent on CEI Technical Cooperation, € 215<br />

had been invested by the EBRD and other IFIs.<br />

The CEI-EBRD partnership also aims at strengthening<br />

links within the business communities in<br />

CEI Member States in order to foster opportunities<br />

for commercial partnerships and co-investments as<br />

wellas compete for project-related contracts. Indeed,<br />

just one year ago the CEI has organized together<br />

with EBRD an International Conference under the<br />

title “Supporting Local Enterprises and SMEs along<br />

China’s Belt and Road Initiative in South Eastern Europe”.<br />

The event took place in Trieste and aimed at<br />

strengthening links within the business communities<br />

in CEI Member States in order to foster opportunities<br />

for commercial partnerships and co-investments as<br />

well as compete for project-related contracts with the<br />

Chinese business partners.<br />

Since 2004, the CEI Fund at the EBRD has also<br />

contributed a total of more than € 2.1 million to the<br />

Know-How Exchange Programme (KEP) supporting<br />

75 projects.<br />

As of 2007, the KEP has been also financed by Austria<br />

through an agreement with the Austrian Development<br />

Agency (ADA): it has so far committed around<br />

€ 730.000 for 26 projects. Poland had also contributed<br />

with € 50.000 to co-financed projects.<br />

To achieve the objectives outlined in its multi-annual<br />

Plan of Action, the CEI is also promoting result-oriented<br />

projects by participating in EU-funded<br />

programmes. We are proud of our records: 29 EU-funded<br />

projects, where the CEI operates both as Lead Partner<br />

and as a reliable, effective partner in key sectors of<br />

transnational cooperation, e.g. transport, science and<br />

innovation, renewable energy, cultural heritage, capacity<br />

building. This operational participation in the<br />

implementation of the EU policies is also the mainstream<br />

of our concrete ties with the European Commission<br />

as mandated by our Foreign Ministers.<br />

This CEI expertise in the implementation of transnational<br />

projects is very important in view of pursuing<br />

the goals of the EU macro-regional strategies and<br />

of the Eastern Partnership, where most of our countries<br />

are included. All macro-regional strategies have<br />

a role to play for the benefit of the CEI non-EU Member<br />

States. Bringing them closer to the European Union<br />

in a very consistent way to reach the strategic goal<br />

driving our activity. We are active in the EU Strategy<br />

for the Danube Region (EUSDR), we are contributing<br />

to the EU Strategy for the Adriatic - Ionian Macro-Region<br />

(EUSAIR) and to the Strategy for the Alpine Region<br />

(EUSALP). In the same time, we have also revitalised<br />

our collaboration with the Council of Baltic<br />

Sea States.<br />

The European Business and Investment Magazine iconannual 53


European Fund for Strategic Investments<br />

Europe is facing<br />

huge domestic<br />

and foreign policy challenges<br />

For many, the European project that began with<br />

the signing of the Treaty of Rome 60 years ago is<br />

no longer a successful model for bringing former<br />

enemy states together, tearing down borders and<br />

promoting a prosperous economic area.<br />

A major reason for the dwindling support is that<br />

the European economy has yet to gain real momentum,<br />

years after the crisis. Growth is lukewarm and<br />

unemployment is high – particularly among young<br />

people – and Europe still has a huge investment gap<br />

of several hundred billion euros every year.<br />

The reason for this investment shortfall is a market<br />

failure. Persistent risk aversion and uncertain regulatory<br />

and economic environment prevents companies<br />

and investors from spending money on projects in the<br />

real economy.<br />

This is why, two years ago, the<br />

European Investment Bank (EIB)<br />

and the European Commission decided<br />

to launch an investment offensive<br />

based on three pillars:<br />

Firstly, the “European Fund for<br />

Strategic Investments”, or EFSI for<br />

short: under this guarantee facility,<br />

the EIB Group – comprising the<br />

EU bank and the European Investment<br />

Fund (EIF) – has committed<br />

to expanding its usual activities to<br />

strengthen the competitiveness of<br />

the European economy by supporting<br />

investments worth EUR 315bn<br />

by 2018. A substantial portion of<br />

these funds will support innovation<br />

and the digital agenda in Europe.<br />

Fotos: Katharina Schiffl<br />

54 iconannual The European Business and Investment Magazine


International Partners<br />

Mag. Wilhelm Molterer<br />

Managing Director of the “European Fund for<br />

Strategic Investments”, Vice-President and<br />

Member of the Management Committee of<br />

the European Investment Bank<br />

The EIB Group is on track so far making use of the<br />

EFSI guarantee mechanism, which consists of commitments<br />

of EUR 21bn (EUR 16bn from the EU budget<br />

and EUR 5bn from the EU bank's reserves). EFSI enables<br />

the EIB and EIF to provide more risk capital to<br />

projects, reaching out to encourage private investors<br />

to participate. By the end of last year, around 420<br />

transactions were made possible with EFSI support,<br />

supporting total investments of over EUR 160bn.<br />

At the same time, all the investments must be economically,<br />

technically and environmentally viable.<br />

This is particularly applicable to infrastructure investment,<br />

which the public sector is currently unable<br />

to shoulder alone due to the need for fiscal consolidation.<br />

The EU bank will work together with the public<br />

sector and state-owned promotional banks to finance<br />

the implementation of infrastructure projects via public-private<br />

partnerships where this makes sense.<br />

The second pillar of the Investment Plan for Europe<br />

– a comprehensive advisory service dubbed the<br />

“European Investment Advisory Hub” – was launched<br />

at the same time as EFSI.<br />

In the past, promising ideas from project promoters<br />

and municipalities have often failed due to insufficient<br />

preparation of both financing and technical<br />

planning. This is countered by the new advisory<br />

iconvienna 2016: The audience is listening to keynote speaker Wilhelm<br />

Molterer and his topic "Purpose and context of the European Fund for<br />

Strategic Investments".<br />

service ensuring that investments are made possible<br />

where they are needed, whether it be in Calais, Naples<br />

or Duisburg.<br />

The third pillar of the Investment Plan is to make<br />

the regulatory environment more investment-friendly.<br />

The European Commission has put forward far-reaching<br />

proposals to boost the single market, especially in<br />

the digital, energy and capital market domains.<br />

The Investment Plan for Europe is currently a work<br />

in progress. The Commission has suggested increasing<br />

the current guarantee facility from EUR 21bn to<br />

EUR 33.5bn. This would put the EIB Group in a position<br />

to catalyse investments of over EUR 500bn within<br />

the EU by 2020.<br />

With this investment offensive, the EU has<br />

launched an initiative to strengthen the economy<br />

and deliver added value. After all, only a competitive,<br />

prosperous Europe with plentiful jobs will convince<br />

European citizens – but also our global partners – to<br />

turn back towards the European model for success.<br />

The European Business and Investment Magazine iconannual 55


Global Impact Investing Foundation<br />

Impact<br />

Investing<br />

Mobilising<br />

capital to<br />

finance<br />

solutions for<br />

today’s<br />

challenges<br />

Impact investing is a relatively<br />

new sector within the financial<br />

services industry. 2014 was a<br />

breakthrough year for this segment,<br />

as several high-level publications<br />

have noted. The Rockefeller<br />

Foundation’s “The Power of Impact<br />

Investing” and “Impact Investment:<br />

The Invisible Heart of Markets”,<br />

a report by the Social Impact<br />

Investment Taskforce, are just two<br />

of them. Since then, the number of<br />

participants and amount of money<br />

in the sector has been growing rapidly.<br />

In 2015, the OECD’s “Social<br />

Impact Investment – Building the<br />

Evidence Base” report added a fra-<br />

mework for assessing the social impact<br />

investment market and highlighted<br />

the importance of further<br />

„There has been a steady increase in the number<br />

of social sector organisations that raise revenue<br />

through government contracts or by charging<br />

for services or products they supply. Equally<br />

remarkable is the number of entrepreneurial startups<br />

emerging that have social mission at the heart<br />

of their organisation and the variety of business<br />

models they use.” Social Impact Investing Taskforce, 2014.<br />

56 iconannual The European Business and Investment Magazine


International Partners<br />

„ The world is on the brink of a<br />

revolution in how we solve society’s<br />

toughest problems. The force capable<br />

of driving this revolution is (social)<br />

impact investing, which harnesses<br />

entrepreneurship, innovation and<br />

capital to power social improvement.”<br />

Social Impact Investing Taskforce, 2014.<br />

international collaboration in developing global standards<br />

on definitions, data collection, impact measurement<br />

and evaluation of policies. In the same year,<br />

all 193 members of the United Nations agreed upon<br />

the Sustainable Development Goals (SDGs). These 17<br />

goals and 169 associated targets are the core of the<br />

UN’s “2030 Agenda”, a new plan of action for people,<br />

planet and prosperity. Impact investing has the power<br />

to mobilise private capital for the achievement of the<br />

SDGs by financing entrepreneurs that offer solutions<br />

to the targets and thus creating real (social) impact.<br />

In light of these developments, Christian Kern,<br />

Chancellor of the Republic of Austria and Li Yong,<br />

Director General of UNIDO, signed a Joint Declaration<br />

last November to support the development of the<br />

Foto: Oskar Steimel<br />

impact investing sector within Austria. This is being<br />

achieved through the Global Impact Investing Foundation<br />

(GIIF), whose mission is to foster the development<br />

of impact investing and establish Vienna as its<br />

global hub. Furthermore, its activities will support<br />

the achievement of the SDGs. Members will include<br />

both individual countries from all over the world and<br />

international organisations supporting the mission.<br />

One of the numerous activities of GIIF is the Global<br />

Impact Investing Vienna Exchange (GIIVX), an online<br />

platform connecting impact investors with sustainable<br />

entrepreneurs meeting their investment requirements.<br />

Given the pressing challenges the world currently<br />

faces, such as hunger, the effects of climate change<br />

and unemployment, impact investing allows investors<br />

to ensure positive impact on people and the environment<br />

while also generating returns on investment.<br />

The evolution of impact measurement leading to a<br />

lean, objective and worldwide standard is needed to<br />

push this nascent industry to the next level. We are<br />

therefore cooperating with an international team of<br />

scientists and several industry experts on a new standard<br />

that will be presented at a global Impact Investing<br />

Conference in late 2017. For further details, please<br />

visit our websites www.giif.org and www.giivx.<br />

com, which are constantly updated, or get in touch<br />

directly with us.<br />

The European Business and Investment Magazine iconannual 57


Leitbetriebe<br />

Industrie spielt<br />

Schlusselrolle fur<br />

die Energiewende<br />

• Großes Einsparungspotenzial durch Optimierung<br />

der Produktionsprozesse<br />

• Produktionsmaschinen werden zum Stromspeicher –<br />

Verschiebung der Verbrauchsspitzen in Phasen<br />

schwächerer Stromnachfrage<br />

• Steuerliche Investitionsanreize sind überfällig<br />

Fotos: Sabine Klimpt<br />

Die ausgezeichneten Leitbetriebe des Abends.<br />

Die Industrie spielt in Österreich eine Schlüsselrolle<br />

für die Erreichung der 2015 bei der<br />

Klimakonferenz in Paris festgelegten Klimaziele<br />

des Klimaschutzabkommens 2030. Nur<br />

wenn die Optimierungspotenziale in der industriellen<br />

Produktion bestmöglich und rasch genutzt<br />

werden, bestehe noch die Chance, die ambitionierten<br />

Einsparungsziele zu erreichen, waren sich die<br />

Experten bei der Fachveranstaltung „Energiewende<br />

in der Industrie“ von Leitbetriebe Austria einig.<br />

„Neben Verkehr und Wohnen kann die Industrie das<br />

dritte starke Standbein der Energiewende bilden.<br />

Das umfasst die Optimierung des Produktionsstandorts<br />

und der Maschinen sowie die Herstellung energieeffizienter<br />

Produkte“, betonte Leitbetriebe-Austria-Geschäftsführerin<br />

Monica Rintersbacher. „Die<br />

Klimaziele sind nicht irgendein statistischer Wert,<br />

sie sind eine Schlüsselfrage für uns alle. Die österreichischen<br />

Leitbetriebe sind sich Ihrer Verantwortung<br />

bewusst und in dieser Hinsicht Vorreiter. Weil<br />

es aber wichtig ist, dass diesen Vorbildern auch andere<br />

Unternehmen folgen, haben wir ökologische Verantwortung,<br />

Energieeinsparung und CO 2<br />

-Reduktion<br />

zu einem unserer Leitthemen für 2017 gemacht.“<br />

Wie groß das Optimierungspotenzial im Hinblick<br />

auf Energieeffizienz ist, zeigt exemplarisch der<br />

Leitbetriebe-Austria-Netzwerkpartner Salvagnini<br />

Maschinenbau GmbH, an dessen Produktionsstandort<br />

Ennsdorf die Veranstaltung stattfand. Der weltweit<br />

tätige Spezialist für Blechbearbeitungsmaschinen<br />

wurde 2016 für seine Energiesparmaßnahmen<br />

mit dem klima-aktiv-Preis ausgezeichnet und gilt im<br />

Hinblick auf Klimaschutzanstrengungen als absoluter<br />

Vorzeigebetrieb. „Allein durch Standortmaßnahmen<br />

wie LED-Beleuchtungen, Heizung mit Wärmerückgewinnung<br />

oder Schnell lauf-Hallentore konnten wir<br />

230.000 kWh einsparen, aber das Potenzial im eigentlichen<br />

Produktionsprozess ist noch um ein Vielfaches<br />

größer“, erklärt Wolfgang Kunze, Salvagnini-Technikchef<br />

und Leiter des Standorts Ennsdorf.<br />

So konnte Salvagnini beispielsweise in seiner<br />

wichtigsten Produktionslinie binnen 17 Jahren den<br />

Energieverbrauch um 80 Prozent verringern und den<br />

Gesamtenergieverbrauch am Standort Ennsdorf in<br />

den vergangenen fünf Jahren trotz einer Steigerung<br />

der Produktionsmenge um rund 50 Prozent gleichzeitig<br />

um etwa neun Prozent reduzieren. Besonders stolz<br />

ist Salvagnini aber auf eine Innovation, die eigent-<br />

58 iconannual The European Business and Investment Magazine


International Partners<br />

Pressekontakt Leitbetriebe Austria:<br />

M&B PR, Marketing, Publikationen<br />

Thomas Brey<br />

T: +43 (0)1 233 01 23-15<br />

M: +43 (0)676 542 39 09<br />

E: brey@mb-pr.at<br />

v.l.n.r: Martin Wagner – GF Verbund Solutions, Monica<br />

Rintersbacher – GF Leitbetriebe Austria, Wolfgang Kunze –<br />

Technikchef Salvagnini Maschinenbau & Christian Fuchs –<br />

Präsident ECL-OÖ EXPORT CLUB OBERÖSTERREICH<br />

lich primär zur Erhöhung der Betriebssicherheit<br />

entwickelt wurde:<br />

„Wir exportieren in zahlreiche<br />

Länder mit instabiler Stromversorgung.<br />

Für diese haben wir<br />

Maschinen entwickelt, die auch<br />

ohne Stromversorgung aus dem<br />

Netz weiterarbeiten können. Die<br />

Maschine selbst wird damit zum<br />

Stromspeicher und wir arbeiten<br />

daran, diese autonome Betriebszeit<br />

von derzeit einer Minute deutlich<br />

zu verlängern und damit auch die<br />

Möglichkeit zu schaffen, die Stromabnahme<br />

in Phasen geringer<br />

ÜBER LEITBETRIEBE<br />

AUSTRIA<br />

Leitbetriebe Austria ist die<br />

Exzellenz-Plattform von durch<br />

das Leitbetriebe Institut ausgezeichneten<br />

Vorzeigebetrieben<br />

der österreichischen Wirtschaft.<br />

Mit der Mission „Gemeinsam sind<br />

wir Marke“ repräsentieren die<br />

Leitbetriebe öffentlichkeitswirksam<br />

wertorientierte Ziele wie Innovation,<br />

Wachstum, Marktstellung<br />

und Mitarbeiterentwicklung. Das<br />

Netzwerk ist ein aktives Forum<br />

von Entscheidungsträgern zum<br />

Austausch auf „Augenhöhe“.<br />

www.leitbetriebe.at<br />

ÜBER VERBUND<br />

Verbund ist Österreichs führendes<br />

Stromunternehmen und einer<br />

der größten Stromerzeuger aus<br />

Wasserkraft in Europa. Verbund<br />

deckt rund 40 % des österreichischen<br />

Strombedarfs – mehr als 90<br />

% dieser Leistung stammen aus<br />

erneuerbarer Wasserkraft. Exakt<br />

auf das Bedürfnis und auf das Segment<br />

abgestimmt bietet Verbund<br />

verschiedene Stromprodukte für<br />

Haushalte, Gewerbe, KMUs und die<br />

Industrie an.<br />

www.verbund.at<br />

Netzbelastung zu verschieben.“<br />

Dieser technischen<br />

Entwicklung misst<br />

auch Martin Wagner,<br />

Geschäftsführer der Verbund-Tochter<br />

Verbund<br />

Solutions, besonders hohe Bedeutung<br />

zu: „Das Thema Stromspeicher<br />

wird sowohl für Privatkunden,<br />

als auch für Industrieunternehmen<br />

immer wichtiger.“ Verbund bietet<br />

Stromspeicher zur Steigerung des<br />

Eigennutzungsgrades für private<br />

Photovoltaik-Anlagen bis hin zu<br />

Gewerbe- und Industrielösungen.<br />

Darüber hinaus treibt Verbund<br />

die Entwicklung neuer Produkte<br />

mit erneuerbaren Energien sowie<br />

neue Vermarktungsmöglichkeiten<br />

von Flexibilitäten ständig voran.<br />

„Dabei arbeiten wir gemeinsam<br />

mit Partnern aus der Industrie an<br />

innovativen und lukrativen Lösungen,<br />

die gleichzeitig die Stabilität<br />

des Stromnetzes stützen und<br />

damit die Versorgungssicherheit<br />

garantieren“.<br />

Einig sind sich Salvagnini-Chef<br />

Kunze und Verbund-Solutions-Geschäftsführer<br />

Wagner,<br />

dass die rasche Umsetzung der Energiewende<br />

in der Industrie dringend<br />

wirksame staatliche Investitionsanreize<br />

erfordert. In Frage<br />

kommen für Kunze insbesondere<br />

ein Investitionsfreibetrag für Investitionen<br />

in die Energieeffizienz<br />

oder eine „Abwrackprämie“ für<br />

energietechnisch veraltete Maschinen<br />

und Produktionsanlagen.<br />

ÜBER SALVAGNINI<br />

MASCHINENBAU GMBH<br />

Seit mehr als 50 Jahren entwirft,<br />

konstruiert und verkauft das italienische<br />

Unternehmen Salvagnini<br />

Maschinen und flexible Systeme für<br />

die Blechbearbeitung. Mit einem<br />

dichten Servicenetz mit 20 Filialen,<br />

die sich ausschließlich dem Verkauf<br />

und technischen Kundenservice<br />

widmen, und weiteren zehn<br />

Servicecentern mit spezialisiertem<br />

Fachpersonal ist Salvagnini weltweit<br />

tätig. Die Niederlassung in Ennsdorf<br />

mit ca. 350 Mitarbeitern ist das<br />

weltweit größte Kompetenzzentrum<br />

für das automatische Biegen und<br />

dazu die größte Produktionsstätte<br />

von Biegenzentren auf der Welt,<br />

mit fast 200 gefertigten Maschinen<br />

alleine im Jahr 2015.<br />

www.salvagnini.at<br />

The European Business and Investment Magazine iconannual 59


Patentamt<br />

Foto: Österreichisches Patentamt<br />

PRIO<br />

Die provisorische Patentanmeldung<br />

Start-ups müssen bei der Gründung tausend<br />

Dinge auf einmal tun. Viele Gespräche mit<br />

vielen Partnern sind notwendig. Bevor die Innovationen<br />

öffentlich präsentiert und Werbung<br />

gemacht wird, ist es wichtig, an den Schutz geistigen<br />

Eigentums zu denken. Eine Patentanmeldung<br />

sichert das Geburtsdatum von Erfindungen. Patentanmeldungen<br />

müssen jedoch gut vorbereitet sein. Das<br />

braucht Zeit und Aufmerksamkeit. Denn alle Details<br />

müssen genau beschrieben und formelle Vorschriften<br />

beachtet werden. Schließlich muss ein Patent „Hand<br />

und Fuß" haben, um bestehen zu können. Das ist<br />

möglicherweise ein Dilemma. Erfinder/innen wissen<br />

zwar, was sie erfunden haben und besitzen auch eine<br />

60 iconannual The European Business and Investment Magazine


International Partners<br />

„Start-ups stecken in einem echten<br />

Dilemma. Sie müssen viel über ihre<br />

Innovationen reden. Wie können sie<br />

sonst Investoren überzeugen? Dabei<br />

riskieren sie aber, dass ihre Idee<br />

geklaut wird. An den Schutz ihres<br />

geistigen Eigentums denken sie oft zu<br />

spät. Unsere neuen Angebote helfen,<br />

dieses Dilemma aufzulösen.“<br />

Mag. Mariana Karepova<br />

Patentamtspräsidentin<br />

Foto: ÖPA/Johannes Zinner<br />

vollständige Dokumentation der technischen Details<br />

Ihrer Erfindung. Aber die Unterlagen entsprechen<br />

vielleicht noch nicht den formellen Anforderungen<br />

an eine reguläre Patentanmeldung. Vielleicht ist auch<br />

noch nicht entschieden, welche der beschriebenen Eigenschaften<br />

der neuen Entwicklung genau geschützt<br />

werden sollen, das heißt, die genaue Formulierung<br />

der Patentansprüche ist noch offen. Damit Erfinder/<br />

innen trotzdem über die Innovation reden, pitchen<br />

und Investoren suchen können, bietet das Österreichische<br />

Patentamt jetzt eine zusätzliche Möglichkeit<br />

an: PRIO, die provisorische Patentanmeldung.<br />

Die Möglichkeiten mit PRIO:<br />

Auch wenn die – inhaltlich komplette – Beschreibung<br />

der Erfindung noch nicht formvollendet ist<br />

und beispielsweise die endgültige Formulierung der<br />

Ansprüche noch fehlt, können Sie trotzdem schon<br />

anmelden. PRIO sichert, wie bei einer regulären Patentanmeldung,<br />

das „Geburtsdatum" der Innovation<br />

– weltweit für 1 Jahr. Die eingereichten Unterlagen<br />

müssen so ausführlich sein, dass eine Durchschnittsfachfrau/<br />

ein Durchschnittsfachmann die Erfindung<br />

nachvollziehen kann. Am besten ist es, wenn die<br />

PRIO-Anmeldung auch all das enthält, was Sie später<br />

über die Erfindung auf Ihrer Website, in Werbeprospekten<br />

oder bei sonstigen Präsentationen herzeigen<br />

werden. Nach Ihrer PRIO-Anmeldung haben Sie bis<br />

zu einem Jahr Zeit, um zu überlegen, ob Sie daraus<br />

eine reguläre Patentanmeldung machen wollen. Sie<br />

entscheiden, wie Sie PRIO nützen wollen – je nachdem,<br />

ob die Marktchancen gut sind, und ob Ihre Investorensuche<br />

erfolgreich war. PRIO kann jederzeit zu<br />

einer regulären Anmeldung upgegradet werden, oder<br />

es wird die Entscheidung getroffen, den Patentschutz<br />

für diese Lösung nicht weiter zu verfolgen. Damit Sie<br />

keine Fristen versäumen oder Zeit ungenützt verstreicht,<br />

begleiten Sie unsere Expert/innen während dieser<br />

zwölf Monaten mit Beratung, Hinweisen auf die<br />

Fristen und weiteren Informationen.<br />

Die Vorteile im Überblick:<br />

• Die Innovation liegt im "Safe". Der Prioritätstag –<br />

das international gültige "Geburtsdatum" – ist<br />

gesichert.<br />

• Amtlicher Nachweis gegenüber der Konkurrenz,<br />

dass die Innovation zu einem bestimmten Zeitpunkt<br />

gemacht wurde.<br />

• Zeitgewinn, da "patentkonforme" Formulierungen<br />

erst später notwendig sind.<br />

• Im Unterschied zur regulären Anmeldung, die zumindest<br />

€ 342 kostet, werden bei PRIO nur € 50<br />

verrechnet. Erst mit einem allfälligen Upgrade ist<br />

die restliche Recherchen- und Prüfungsgebühr*<br />

zu bezahlen.<br />

• Das, was Sie in Ihrer PRIO-Anmeldung beschrieben<br />

haben, können Sie bei Pitches, in der Werbung<br />

und bei Präsentationen zeigen – durch die Anmeldung<br />

haben Sie den amtlichen Beleg für Ihre Erfindung.<br />

Wie PRIO genau funktioniert, wer anmelden darf und<br />

was noch zu beachten ist finden Sie auf unserer Website<br />

www.patentamt.at<br />

The European Business and Investment Magazine iconannual 61


Select USA<br />

Select USA −<br />

the world’s largest market.<br />

The United States offers the largest consumer market on earth<br />

with a GDP of $18 trillion and 325 million people. Household<br />

spending is the highest in the world, accounting for over a quarter<br />

of global household consumption. At the same time, free trade<br />

agreements with 20 other countries provide enhanced access to<br />

hundreds of millions of additional consumers – and the United<br />

States continues to work with foreign partners to increase<br />

opportunities for U.S. exporters.<br />

The U.S. consumer market<br />

is the most robust on the<br />

planet. In 2014, families<br />

purchased $11.5 trillion in<br />

goods and services, or more than a<br />

fourth of the entire world’s household<br />

consumption!<br />

The United States is also a<br />

leader in consumer goods market<br />

research, product innovation,<br />

manufacturing, and branding and<br />

marketing, and offers a highly<br />

skilled workforce. This lucrative<br />

open market is a powerful growth<br />

engine for companies of all sizes.<br />

Financial markets in the United<br />

States are the largest and most liquid<br />

in the world. In 2015, finance<br />

and insurance represented 7.2 percent<br />

(or $1.293 trillion) of U.S. gross<br />

domestic product. Leadership in<br />

this large, high-growth sector translates<br />

into substantial economic activity<br />

and direct and indirect job<br />

creation in the United States.<br />

Investment in the U.S. financial<br />

services industry offers significant<br />

advantage for financial firms. In<br />

2015, at least 128 of Fortune's Global<br />

500 companies have chosen to<br />

locate their headquarters in the<br />

United States to take advantage of<br />

its creative, competitive, and comprehensive<br />

financial services sector.<br />

The industry offers great array<br />

of financial instruments and products<br />

to allow consumer to manage<br />

risk, create wealth, and meet financial<br />

needs.<br />

The United States is renowned<br />

for innovative goods and services,<br />

high standards of quality, customer<br />

service, and sound business practices<br />

– giving U.S. exports a unique<br />

competitive edge. U.S.-based businesses<br />

are connected with 20 additional<br />

countries through free trade<br />

agreements, providing enhanced<br />

access to over 760 million consumers.<br />

And the United States does not<br />

put up barriers: according to the<br />

World Bank, no other country has<br />

more rapid export procedures.<br />

Many foreign investors recognize<br />

the value offered by the<br />

United States as an export platform.<br />

The U.S. affiliates of foreign<br />

companies export US$425 billion<br />

62 iconannual The European Business and Investment Magazine


International Partners<br />

Foto: istockphoto.com<br />

worth of goods -- more than one-quarter of all U.S.<br />

goods exports.<br />

The United States is consistently ranked among<br />

the best internationally for its overall competitiveness<br />

and ease of doing business. Backed by a regulatory<br />

environment that is particularly conducive to<br />

starting and operating a business, U.S. business culture<br />

encourages free enterprise and competition. The<br />

United States welcomes free enterprise and encourages<br />

economic growth – a new business is born about<br />

every minute. From location to business structure, it<br />

is entirely up to each investor how they would like<br />

to form a business in the United States. Additionally,<br />

while the procedures for incorporating and registering<br />

a business varies by state/territory, the process is<br />

typically straightforward, fast, and inexpensive.<br />

The European Business and Investment Magazine iconannual 63


Novomatic<br />

NOVOMATIC<br />

continues its<br />

international<br />

growth strategy<br />

The NOVOMATIC Group continues<br />

to expand and for the first time<br />

ever achieves combined revenues<br />

of more than 4 billion EUR.<br />

As Europe’s leading gaming technology group,<br />

NOVOMATIC once again wowed visitors this<br />

year with the largest stand at the International<br />

Casino Exhibition ICE Totally Gaming, the most<br />

important international gaming exhibition, held February<br />

7-9, 2017 in London. On a surface area of approximately<br />

4,700 m², a total of 25 group companies presented<br />

the NOVOMATIC Group’s comprehensive product portfolio.<br />

The offer at the NOVOMATIC exhibition ranged<br />

from casino equipment, systems and cash management<br />

solutions to arcade and pub products and sports betting,<br />

lotteries and online, mobile and social gaming.<br />

“With this trade show appearance, NOVOMATIC<br />

once again proves that as a full-service provider we are<br />

among the world’s leading gaming technology groups,”<br />

added Mr. Neumann, CEO of NOVOMATIC AG, at a<br />

press conference at the ICE event in London.<br />

ICE – now in its 23 rd edition – prided itself on combining<br />

land-based and interactive under one roof and<br />

NOVOMATIC’s expansive stand enables the Group to<br />

demonstrate its leading Omni-channel solutions in<br />

every segment of the international gaming space. Split<br />

into distinct sections, visitors will be taken on a 360°<br />

journey through the world of NOVOMATIC, culminating<br />

in the traditional hospitality area with a selection<br />

of Austrian foods and drinks.<br />

Harald Neumann said: “As we are heading into<br />

another exciting year for NOVOMATIC and for the<br />

international gaming industry, stakeholders, decision<br />

makers and gaming experts all gather at ICE Totally<br />

Gaming in London where the NOVOMATIC<br />

Group again took pride of place with a 360-degree gaming<br />

experience that covered all aspects of modern gaming.”<br />

Growing success<br />

According to Mr. Neumann, preliminary calculations<br />

indicate that in fiscal year 2016, Gumpoldskirchen-based<br />

NOVOMATIC AG was able to outpace the<br />

previous year’s record results by another 10 percent to<br />

reach a total of approximately 2.3 billion EUR. The combined<br />

Group revenues, including the two Swiss sister<br />

holding companies Gryphon Invest AG and ACE Casino<br />

Holding AG, is expected to increase to 4.4 billion EUR.<br />

This revenue growth was mainly achieved in the core<br />

markets of Great Britain, Germany, Spain and Italy. The<br />

NOVOMATIC Group, furthermore, had 28,974 employees<br />

worldwide at the end of 2016 – an increase of approximately<br />

15 percent over the previous year.<br />

Ongoing expansion<br />

In 2017, the technology group will focus on expanding<br />

its market position, particularly in South America,<br />

the US, Australia and Asia. The acquisition of a majority<br />

stake in the Australian company Ainsworth Game<br />

Technology offers an important lever for the development<br />

of these markets. NOVOMATIC and Ainsworth<br />

have been working together to complete this merger<br />

64 iconannual The European Business and Investment Magazine


Innovation<br />

NOVOMATIC presents the 360° gaming experience at the<br />

ICE Totally Gaming, the industry’s leading gaming exhibition<br />

Foto: www.sebastianphilipp.com<br />

since receiving approval of the minority shareholders<br />

in June 2016. NOVOMATIC CEO Harald Neumann is<br />

looking forward to the future collaboration: “In this<br />

short time, we have already made significant progress<br />

and begun the strategic planning process for our joint<br />

future after NOVOMATIC becomes Ainsworth’s majority<br />

shareholder.” In February, Ainsworth appointed<br />

Mr. Neumann as “Non-Executive Member of the<br />

Board”. Both companies are currently in the process<br />

of obtaining the approval of various gaming authorities<br />

required for the completion of the acquisition.<br />

NOVOMATIC is also very pleased with its development<br />

as a technology supplier. The company recently<br />

entered into a five-year contract with the Greek lottery<br />

company OPAP (as of February 2017, the Sazka Group,<br />

a Czech consortium that also holds a share in Casinos<br />

Austria AG, is OPAP’s majority shareholder with<br />

a stake of 33 percent). With revenues of more than 1.4<br />

billion EUR in 2015, OPAP is the leading gaming company<br />

in Greece and Europe's fifth largest lottery operator.<br />

Starting in 2018, NOVOMATIC will be providing<br />

its innovative and secure Omni-channel platform for<br />

all OPAP lottery games.<br />

Further, the British competition authority CMA<br />

(Competition Markets Authority) recently gave the<br />

green light for the acquisition of the English company<br />

Talarius. With this acquisition, NOVOMATIC is now<br />

the largest operator in the segment of adult gaming<br />

centers in the UK.<br />

ABOUT NOVOMATIC<br />

The NOVOMATIC Group is one of the biggest international<br />

producers and operators of gaming technologies and<br />

employs around 29,000 staff worldwide. Founded by<br />

entrepreneur Professor Johann F. Graf in 1980, the Group<br />

has locations in more than 50 countries and exports hightech<br />

electronic gaming equipment and solutions to 80<br />

countries. The Group operates more than 260,000 gaming<br />

terminals in its some 1,800 plus gaming operations as well<br />

as via rental concepts.<br />

Through its numerous international subsidiaries the<br />

NOVOMATIC Group is fully active in all segments of the<br />

gaming industry and thus offers a diversified Omni-channel<br />

product portfolio to its partners and clients around the<br />

world. This product range includes land-based gaming<br />

products and services, management systems and cash<br />

management, online/mobile and social gaming solutions as<br />

well as lottery and sports betting solutions together with a<br />

range of sophisticated ancillary products and services.<br />

Foto: Novomatic<br />

The European Business and Investment Magazine iconannual 65


Monitoring systems<br />

for user-friendly short and long-term measurements<br />

HBM offers a complete solution for your measurement task.<br />

For choosing and installing the individual measurement technology components or for planning and starting<br />

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Further information: www.hbm.com/civil-engineering<br />

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


Lyoness<br />

Innovation<br />

Smart shopping in<br />

world of<br />

the<br />

Lyoness<br />

The globally active Shopping<br />

Community Lyoness has reassembled<br />

it self over the last two years. With the relaunch<br />

of the Cashback App, the company<br />

is breaking new ground in the digital world.<br />

Foto: istockphoto.com<br />

Since its foundation in 2003,<br />

Lyoness has gone on to become<br />

one of the world's largest<br />

international shopping<br />

communities. During the development<br />

of an extensive and versatile<br />

Merchant network for its Members,<br />

Lyoness attaches great value to a solid<br />

mix of chain stores, online shops<br />

and especially SMEs. It is important<br />

to Lyoness that the economy in<br />

the regions is strengthened.<br />

The Shopping Community is<br />

now active in 47 countries. The<br />

seven million Members can shop<br />

at 70,000 Loyalty Merchants and<br />

make use of attractive benefits: For<br />

they will receive up to 5% Cashback<br />

and can also collect Shopping<br />

Points for every purchase made at a<br />

Lyoness Loyalty Merchant. Lyoness<br />

provides added value not only to its<br />

Members, but to the companies as<br />

well. With the Cashback Solutions,<br />

Lyoness has created a professional<br />

customer loyalty program specifically<br />

for the SME sector. Thus,<br />

small and medium-sized enterprises<br />

can attract new and loyal customers<br />

in an efficient manner and simultaneously<br />

save on<br />

advertising and marketing<br />

costs. The B2B<br />

options are extremely<br />

attractive for SMEs:<br />

It is now possible for<br />

them to gain Lyoness<br />

Loyalty Merchants<br />

as customers and<br />

to receive Cashback<br />

when making<br />

purchases for their<br />

company at those Loyalty<br />

Merchants.<br />

Digitally linked with the<br />

Cashback App<br />

In order to make the shopping experience<br />

even more attractive for its<br />

Members, Lyoness has launched an<br />

improved version of its innovative<br />

Cashback App, which is available<br />

worldwide as both Android and<br />

iOS versions. The app offers a location-based<br />

Loyalty Merchant search<br />

including a distance indicator and<br />

a current overview of the amount<br />

of personal Cashback as well as<br />

the number of collected Shopping<br />

Points. In addition, Shopping Point<br />

Deals can be redeemed via the App<br />

and shaking the smartphone brings<br />

about the barcode of the personalised<br />

Cashback Card, thereby allowing<br />

the card to be with you wherever<br />

you go.<br />

Registering to Lyoness is completely<br />

free of charge as well as non-binding.<br />

Further information can be<br />

found at Lyoness.com<br />

The European Business and Investment Magazine iconannual 67


Elk<br />

erfolgreich bei<br />

ELKMotels und Hotels<br />

Ein großes Produktportfolio, eine starke Fokussierung auf die<br />

Kunden, laufende Innovationen bei Häusern und Haustechnik<br />

sowie höchste Qualität haben ELK zu einer bekannten Größe<br />

im Fertighausbau gemacht. Neben Einzelkunden setzen auch<br />

immer mehr Business-Partner auf die Kompetenz des Waldviertler<br />

Familienunternehmens. So gibt es mittlerweile schon<br />

mehr als 20 Nächtigungsbetriebe, die ELK realisiert hat.<br />

Foto:s ELK Fertighaus Gmbh<br />

Das prägnante Logo mit dem<br />

Elch ist untrennbar mit dem<br />

Fertighausbau verbunden.<br />

Das überrascht nicht, denn<br />

das innovative Familienunternehmen<br />

ELK hat schon für tausende Familien<br />

ein Haus fürs Leben gebaut.<br />

Das Hausangebot ist vielfältig<br />

und das garantiert, dass es für jeden<br />

Wohnwunsch und jede Familie<br />

ein passendes Haus gibt. Ob<br />

ebenerdiger Bungalow, ein günstiges<br />

Haus für Jungfamilien oder ein<br />

individuell nach Kundenwunsch<br />

realisiertes Domizil – ELK ist der<br />

richtige Partner für den Hausbau.


Innovation<br />

INNOVATIV und ENERGIESPAREND<br />

Eine große Stärke von ELK sind ständige Innovationen,<br />

sei es bei Architektur, Ausstattung oder Haustechnik.<br />

Vor einigen Jahren ging das niederösterreichische<br />

Unternehmen daran, die Energieeffizienz von<br />

Häusern zu verbessern, mit starker Wärmedämmung<br />

und zukunftsweisender Haustechnik.<br />

ERFOLGREICH im HOTELBAU<br />

Auch im Motel- und Hotelbau punktet ELK mit perfektionierter<br />

Ausführung, Technik und Logistik, kurzer<br />

Bauzeit sowie niedrigen Kosten. So gibt es mittlerweile<br />

mehr als 20 von ELK geplante, produzierte<br />

und errichtete Hotels bzw. Motels. Alle Standorte<br />

und alle Infos zu Motels und Hotels von ELK findet<br />

sich unter www.elkmotel.at<br />

The European Business and Investment Magazine iconannual 69


Institute of Science and Technology Austria<br />

The Institute of Science and Technology Austria<br />

(IST Austria) is an international, PhD-granting,<br />

interdisciplinary research institution dedicated<br />

to cutting-edge basic research in the life sciences,<br />

physics, math, and computer sciences and<br />

training the next generation of scientists.<br />

IST Austria<br />

Training the next<br />

generation of<br />

scientists<br />

An ecosystem for science and career development<br />

One of IST Austria’s main objectives is to help outstanding<br />

scientists to successfully climb the steps of a meaningful<br />

career. Emphasis is put on supporting career<br />

development on all stages of an international scientific<br />

career ranging from internship programs and PhD<br />

studies to Tenure Track professorships and promotion<br />

to Full Professors after international external Tenure<br />

evaluation. The multi-disciplinary US-style Graduate<br />

School provides depth and breadth of a modern, interdisciplinary<br />

PhD education.<br />

Scientific quality and promise as hiring criteria<br />

Effective recruiting ensuring scientific quality and<br />

potential is the only key to sustainable success on all<br />

career levels at IST Austria. Applications are accepted<br />

from all scientific fields currently present: Biology,<br />

Neuroscience, Mathematics, Physics, and Computer<br />

science. Scientists are integrated in world-class multidisciplinary<br />

research, with close interactions with<br />

colleagues from different fields (through shared facilities,<br />

joint projects, and events). IST Austria aims to<br />

break down the traditional boundaries between disciplines<br />

and fosters both theoretical and experimental<br />

research, with an emphasis on close and meaningful<br />

collaborations between the two camps.<br />

ISTplus Postdoc Program – Horizon 2020 MSCA<br />

COFUND<br />

With the implementation of the ISTplus program IST<br />

Austria also wants to break new grounds for the advancement<br />

of scientific careers on the postdoctoral level.<br />

No matter if postdocs stay in research (academia<br />

or industry), or go into management (founding small<br />

companies, running big companies), or into the public<br />

sector (science administration, policy advice) – international<br />

recruitment based on excellence and diversity<br />

combined with the specific research and training<br />

program will lead to successful alumni in all of these<br />

fields. As a coherently integrated program with strong<br />

monitoring, evaluation and follow-up, it offers two-year<br />

fellowships for highly qualified, incoming postdocs<br />

70 iconannual The European Business and Investment Magazine


Innovation<br />

The ISTplus Program has received funding from the European<br />

Union’s Horizon 2020 research and innovation programme under<br />

the Marie Skłodowska-Curie grant agreement No 754411.<br />

featuring an open, bottom-up<br />

international recruiting<br />

process, truly interdisciplinary<br />

research<br />

options, a Targeted Competence<br />

Building program,<br />

and a secondment scheme<br />

with an intersectoral network<br />

of partners.<br />

Cross-boundary network<br />

The ISTplus postdoc program is a first step in a longer-term<br />

undertaking to establish close interaction<br />

and cross-fertilization between stakeholders from<br />

different sectors. As a consequence the program will<br />

be carried out with a partner network, incl. SMEs, applied<br />

research companies, organizations in the field of<br />

tech transfer and science education, and commercial<br />

enterprises. A secondment scheme will kick-start and<br />

facilitate cross-boundary networking and translational<br />

research. Fellows will be supported in the choice<br />

Fotos: IST Austria/Nadine Poncioni<br />

of the right partner, in setting up a research plan, and<br />

may opt for an extension of the fellowship for up to<br />

six months to enable intersectoral mobility. Various<br />

events, workshops, trainings, and further activities in<br />

the area of tech transfer will cultivate an open-minded<br />

entrepreneurial spirit among program participants.<br />

Fellows planning to pursue intersectoral co-operations<br />

even after their fellowships will be given the option<br />

to do so by applying to the internally funded one-year<br />

TWIST-fellowship.<br />

Translation to economy<br />

The project to build a science and technology park for<br />

research-intensive enterprises adjacent to the IST Austria<br />

campus is one of the key actions to establish an<br />

innovative ecosystem at and around its campus. The<br />

completion of the first buildings is expected for 2018.<br />

Already now, IST Austria rents out office space to future<br />

residents of the tech park, that are interested in the<br />

research fields present at IST Austria. Thus frequent<br />

and direct interaction with stakeholders from different<br />

sectors happens naturally and on a daily basis.<br />

IST Austria was established by the federal government<br />

of Austria and the state government of Lower Austria and<br />

was inaugurated in 2009. Following the implementation of<br />

the ambitious development plan, about 90 research groups<br />

will be working in a highly modern environment by 2026,<br />

modeled after international examples such as the Max<br />

Planck institutes, ETH Zurich, and the Weizmann Institute of<br />

Science. President of IST Austria is Thomas A. Henzinger, a<br />

leading computer scientist and AAAS, ACM and IEEE Fellow.<br />

www.ist.ac.at<br />

The European Business and Investment Magazine iconannual 71


Osterreichischer Stadtebund<br />

Smart Cities:<br />

Transformation,<br />

Transition,<br />

Change.<br />

These are very interesting<br />

times for cities. During the<br />

last decades, cities constantly<br />

gained greater attention.<br />

Urbanisation is no longer a<br />

new trend – it is a fact.<br />

Cities like Vienna grow double the amount of<br />

people that have been predicted and to cope<br />

with that, the city is in constant change. In the<br />

US „change“ is associated with a quite positive<br />

meaning: Change is good, change smells like future.<br />

In Europe, it is not that easy when it comes to change.<br />

Nonetheless we all are aware of the need to cope with<br />

it. So for the last years, the cities political and administrative<br />

representatives intensely engaged themselves in<br />

opportunities and threads of the digitalization process<br />

that arose around the „Smart Cities Initiative“.<br />

During the ongoing research on e-mobility services<br />

automotive driving brought another significant twist<br />

into this discussion. And along came once again the<br />

question: When it comes to accidents - shall machines<br />

decide who will be saved and who not? This is the<br />

most serious of all previous „smart-up your life“ discussions.<br />

Local politicians are in the middle of this<br />

process. It has never been an easy job but with a more<br />

complex world, it has grown into a huge challenge. The<br />

Austrian Association of Cities and Towns (AACT) has<br />

been founded to represent the interests of Austria`s<br />

municipalities. It is a platform, where city representatives<br />

exchange their experiences and knowledge and<br />

formulate united efforts. This year the AACT`s General<br />

Assembly concentrates on the topic „To think the city<br />

anew – To master digitalisation“ 1 .<br />

Looking back, when it comes to mobility, things<br />

seem quite clear today: Our cities suffer from congestion<br />

and particulates and digitalisation is providing<br />

the much-needed intelligent solution. In Vienna congestion<br />

causes a damage of Euros 300.000,- per day,<br />

but digitalisation clearly proofed to be a helpful tool to<br />

shift people`s mobility behaviour.<br />

Another relevant topic for European cities is online<br />

trade: We`ve already undermined our historical city<br />

structure by car-concentrated outskirt shopping malls.<br />

Nowadays, e-commerce is most popular, 56% of the<br />

consumers confirm to already buy online 2 .<br />

Last but not least, a recent study says that during the<br />

next 30 years, 43 percent of all EU-Jobs will be automatized.<br />

3 In Austria, only 12 percent of working people<br />

expect more jobs through digitalization, sceptics are<br />

1 www.staedtetag.at<br />

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

3 Presse am Sonntag, 20.11.2016, Seite 4, Ausland<br />

72 iconannual The European Business and Investment Magazine


Future Cities<br />

Smart Shuttles in Sitten,<br />

Switzerland<br />

Foto: Joel Kernasenko<br />

Foto: PostAuto Schweiz<br />

Digitalisation has reached the cities<br />

sure that 20 percent of all jobs will be lost. 4<br />

Experiences and polls are one way to ponder, another<br />

is applied research. And there are some extreme<br />

examples: In the US, actually a city for 35.000 people is<br />

being built for research purpose only. But what results<br />

will research without real-life-users bring?<br />

Cities as well as citizens have always proofed to be<br />

adaptable. The tramway once replaced carriages, and<br />

where automotive driving will lead us. In Austria 60<br />

percent of the people think that advantages prevail,<br />

when it comes to technological innovation. 5 So, sceptic<br />

or not: We all are more or less fascinated by new inventions<br />

that seem to come straight out of a Science Fiction<br />

movie. And cities want and have to be partners in this<br />

innovation process. While economy and research can<br />

only concentrate on the solution of a specific part or<br />

problem in one`s life – the people behind „the City“<br />

have the responsibility to ensure a sound structure of<br />

public services and a good quality of life.<br />

There are no easy decisions, when it comes to<br />

change. Beate Hollbach-Grömig, expert for Trade at the<br />

German Institute for Urbanism (difu) recently raised<br />

red flags: Online trade is „ruinous for city centers“.<br />

Reals costs and ecological stress are being neglected.<br />

One solution for city centers might be digitalisation itself,<br />

like online platforms for local shops and Apps for<br />

online grocery shopping and delivery. But the expert<br />

closes her speech with good reason as follows: „Cities<br />

are attractive because of their (historical) structure and<br />

atmosphere.“ That’s their unique selling proposition.<br />

Throughout all necessary transition, transformation<br />

and change we should not forget about that.<br />

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

The European Business and Investment Magazine iconannual 73


Austrian Institute of Technology<br />

At AIT, models are being<br />

developed on how urban<br />

centers of tomorrow can be<br />

simulated, planned and ultimately<br />

realized.<br />

Our services<br />

Developing tools in order to:<br />

• understand network interaction<br />

and support city planning<br />

• efficiently identify energy losses<br />

in the cities<br />

• visualize the effectiveness of<br />

CO 2<br />

reduction measures<br />

• reduce energy consumption in<br />

urban areas<br />

• increase the safety of the population<br />

and maintain water quality.<br />

Foto: Johannes Zinner/AIT<br />

Prof. Dr. Reinhard König,<br />

Senior Scientist at the Center<br />

for Energy, Sustainable<br />

Buildings and Cities, Austrian<br />

Institute of Technology<br />

„ Thanks to Design Space<br />

Exploration, we are<br />

developing models that<br />

provide an important<br />

basis to arrive at fast<br />

compromise solutions<br />

for complex urban<br />

planning issues.“<br />

Our work<br />

According to UN Habitat estimates,<br />

about 3 million people around the<br />

world are moving to urban centers<br />

every week – the proportion of the<br />

urban population will thus further<br />

increase in the coming decades<br />

and rise to about 70 percent by<br />

2050. This, however, also leads to<br />

increasing social and ecological<br />

challenges as cities are already<br />

one of the main causes of climate<br />

change. They consume about twothirds<br />

of the total energy and thus<br />

also account for a large part of CO 2<br />

emissions. Urban spaces are a very<br />

complex system in regards to their<br />

structure and networks, whose<br />

physical, social, technological and<br />

economic development depends on<br />

the interactions between the public<br />

sector, businesses, politicians<br />

and citizens of the city, but also on<br />

the interaction with the city surroundings<br />

and with other cities.<br />

Developing livable, resource-conserving<br />

and low-emission cities therefore<br />

requires special concepts,<br />

procedures, processes and tools to<br />

be deployed in a complex interplay<br />

with stakeholders.<br />

74 iconannual The European Business and Investment Magazine


Future Cities<br />

Planning the cities<br />

of tomorrow<br />

A smart city comes to life:<br />

the lakeside city of Aspern<br />

is an interdisciplinary<br />

research project with<br />

AIT participation.<br />

Foto: Lukas Lang<br />

Simulation models startng<br />

with the green meadow<br />

AIT therefore designs simulation<br />

models that open the door to<br />

an analysis of the questions posed<br />

and create solutions – always<br />

doing so in a highly complex, interdisciplinary<br />

context and with<br />

the clear goal of conflict resolution.<br />

Measuring and interpreting<br />

behavior<br />

The findings are relevant to the<br />

developers and providers of future<br />

metropolitan centers to be able to<br />

provide effective solutions as well<br />

as to urban decision-makers in order<br />

to be able to invest in the most<br />

promising measures for achieving<br />

social and urban planning objectives.<br />

City planners are forced to<br />

create structures that are as resilient<br />

as possible and will not be<br />

completely obsolete 10 years down<br />

the road. Therefore, AIT can generate<br />

different variants at the push<br />

of a button which significantly<br />

support the relevant decision-making<br />

processes.<br />

Complexity science hub<br />

The Complexity Science Hub in<br />

Vienna is a showcase project for<br />

the interplay between research<br />

institutes and innovative companies<br />

for smart cities in which concepts<br />

for urban development are<br />

being developed by the Technical<br />

University of Vienna and AIT<br />

on an interdisciplinary basis. For<br />

only multi-modal, holistic and<br />

cross-sectoral solutions will make<br />

it possible for cities to remain viable<br />

and “smart” in the future. In<br />

order to accelerate a comprehensive<br />

implementation of smart city<br />

concepts, scientific methods are<br />

being developed that allow the<br />

handling of complex questions in<br />

this interdisciplinary context.<br />

The European Business and Investment Magazine iconannual 75


MA 23 _ Wirtschaft Arbeit und Statistik<br />

What is a future city? A quick<br />

web search seems to provide a<br />

simple answer: cities of the future<br />

are characterised by constant<br />

growth, a booming tourism industry,<br />

high quality of life, low prices,<br />

a competitive economy, perfect<br />

infrastructure, political stability<br />

and a cosmopolitan attitude.<br />

Mag. Elisabeth Unger<br />

Dezernat Forschung, Technologie und Innovation<br />

MA 23 - Wirtschaft, Arbeit und Statistik<br />

Future cities<br />

as hubs for growth<br />

Their population is highly<br />

educated, open-minded, mobile,<br />

creative and diverse.<br />

Of course, everything about<br />

these cities is smart, innovative,<br />

resource-efficient and socially responsible.<br />

Most probably, to be honest, no<br />

single city in the world has all of<br />

these characteristics, but some cities<br />

can clearly be associated with at<br />

least part of them.<br />

What about Vienna? In terms of<br />

tourism and quality of life, the Austrian<br />

capital certainly meets the criteria.<br />

Vienna is among the world’s<br />

most highly rated cities in areas<br />

like cultural life, infrastructure<br />

and innovation. It tops the Mercer<br />

survey on quality of living in international<br />

cities on a regular basis. To<br />

keep this status in the future, the<br />

Vienna City Administration has<br />

committed to the Smart City Wien<br />

concept for an intelligent, sustainable<br />

and opportunity-oriented city<br />

of the future. Its key focus is on ensuring<br />

and further improving the<br />

city’s ecological, economic and social<br />

performance. At the same time,<br />

demographic change, new patterns<br />

of employment and consumption,<br />

technological progress and the<br />

greening economy have considerable<br />

impact on cities like Vienna.<br />

After all, Vienna is a fast-growing,<br />

young and multicultural city.<br />

With a population of 1.9 million,<br />

projected to reach the two million<br />

mark in a few years, it is currently<br />

the sixth largest EU city. Its historical<br />

background and central location<br />

at the heart of Europe make it<br />

an attractive business location and<br />

a magnet for people from the German<br />

speaking parts of Europe, the<br />

surrounding regions and countries.<br />

Immigration from the Middle East<br />

is also on the increase.<br />

With over 195,000 students –<br />

more than in Berlin or Munich –<br />

Vienna is now the biggest university<br />

city in the German-speaking<br />

countries. Around a quarter of the<br />

city’s enrolled students come from<br />

abroad. Knowledge, research and its<br />

application in the form of new technologies<br />

and innovative products<br />

or processes form the basis for the<br />

city’s successful future. Vienna is<br />

among the top ICT cities in Europe,<br />

with a strong service sector focusing<br />

mainly on leading-edge technology.<br />

76 iconannual The European Business and Investment Magazine


Future Cities<br />

Foto: Peter Burgstaller<br />

As a city of university education<br />

and services, Vienna stimulates the<br />

creation of new jobs in future-oriented<br />

sectors like ICT, life sciences<br />

and other R&D intensive fields. The<br />

number of businesses conducting<br />

research has tripled over the past<br />

15 years. More than 40,000 people<br />

are currently employed in research<br />

and development, and the number<br />

of jobs in this sector is projected to<br />

increase sustainably. R&D spending<br />

as a percentage of the gross regional<br />

product is yet another indicator for<br />

a location’s knowledge focus; with<br />

currently 3.6%, Vienna is among<br />

the top regions in Europe in this<br />

regard. Furthermore, Vienna has<br />

a very favourable efficiency score:<br />

in terms of labour productivity, Vienna<br />

is among the top 10 first-tier<br />

metropolitan regions, and efficiency<br />

has been rising faster over the<br />

medium term than could be expected<br />

against the backdrop of convergence<br />

trends in the urban system.<br />

Nevertheless, Vienna’s success story is not only<br />

based on its economic strength. High quality of living<br />

also means that everybody who lives in the city should<br />

be able to participate in social life in accordance with<br />

their own needs and preferences. This applies to all<br />

spheres of life – the labour market, cultural offers, educational<br />

facilities etc. Insecurities and uncertainties<br />

caused by social change and, in particular, by fastpaced<br />

technological change must be taken seriously<br />

and require targeted measures to tackle these challenges<br />

(e.g. information, further education and training,<br />

support and assistance). Vienna’s claim that no one<br />

should be left behind is also laid down in the city’s<br />

economic policy guidelines.<br />

In summary: can Vienna be called a future city? Its<br />

excellent quality of living, high ecological standards,<br />

economic success, social stability and forward-looking,<br />

innovation-friendly policies certainly speak a clear language.<br />

The Austrian capital has always been known for<br />

its optimistic outlook on the future, its generally positive<br />

attitude towards new developments, and its willingness<br />

to take an active part in these changes. All in<br />

all, the conclusion is clear: when talking about future<br />

cities, there are many good reasons to count Vienna in.<br />

Foto: Christian Jobst<br />

Foto: Peter Burgstaller<br />

The European Business and Investment Magazine iconannual 77


Kommunalkredit Austria<br />

Paradigm shift in<br />

infrastructure financing<br />

The environment for infrastructure<br />

financing in Europe has<br />

changed drastically in recent<br />

years. This has resulted in a<br />

paradigm shift.<br />

As governments have hit the<br />

debt ceiling – currently, the<br />

national debt of 17 out of 28<br />

EU Member States exceeds<br />

the Maastricht limit of 60% of GDP 1 –<br />

the financing of infrastructure investments<br />

has become increasingly<br />

difficult. This has led, in turn, to a<br />

shift from budget financing to project<br />

financing. Moreover, new regulatory<br />

provisions for banks are<br />

making it more difficult for them<br />

to hold long-term assets, and the<br />

costs of long-term lending have increased<br />

significantly. At the same<br />

time, the historically low level of<br />

capital market yields is compelling<br />

investors to broaden their investment<br />

universe.<br />

In this environment, infrastructure<br />

investments represent an attractive<br />

asset class that is likely to<br />

generate stable cash flows in the<br />

long term, with institutional investors<br />

benefiting from a more favourable<br />

regulatory treatment of<br />

equity than in the case of corporate<br />

investments.<br />

Demand for infrastructure investments<br />

is high, especially in the<br />

energy and transport sectors; according<br />

to estimates by the European<br />

Investment Bank (EIB), approx.<br />

EUR 2,000 billion<br />

2 in capital<br />

expenditure will<br />

be required within<br />

the European<br />

Union (EU)<br />

during the period<br />

up to 2020,<br />

not counting<br />

other important<br />

sectors such<br />

as waste, waste<br />

water and social<br />

infrastructure.<br />

Special schemes,<br />

such as the Juncker<br />

Plan initiated<br />

in 2015 (European<br />

Fund for<br />

Strategic Investments<br />

/ EFSI),<br />

Alois Steinbichler<br />

Chairman of the Executive Board<br />

of Kommunalkredit Austria<br />

through which public and private<br />

investments in the real economy in<br />

a volume of at least EUR 500 billion 3<br />

are to be mobilized over a period of<br />

three years, are intended to help<br />

meet this demand and stimulate<br />

economic activity.<br />

Kommunalkredit Austria has<br />

positioned itself as an expert in public-sector-related<br />

infrastructure<br />

project business.<br />

The bank acts as<br />

a bridge between<br />

project sponsors<br />

requiring structuring<br />

and financing<br />

solutions,<br />

on the one hand,<br />

and institutional<br />

investors<br />

(insurance companies,<br />

invest-<br />

Foto: Petra Spiola<br />

ment funds, etc.)<br />

looking for investment<br />

opportunities,<br />

on the<br />

other hand. The<br />

bank’s direct focus<br />

is on project<br />

1 Public Debt, Austrian Economic Chamber: European Commission, OECD, November 2016.<br />

2 Private Infrastructure Finance and Investment in Europe, EIB 2013.<br />

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,<br />

September 2016.<br />

78 iconannual The European Business and Investment Magazine


International Finance & Projects<br />

structuring and the financing of the construction phase,<br />

whereas long-term finance for the operational phase<br />

is provided, above all, by institutional investors, who<br />

tend to focus increasingly on asset classes with stable<br />

cash flows. In this context, public-sector-related infrastructure<br />

projects are an attractive target segment.<br />

Serving a broad customer base in Austria and the<br />

European core countries, Kommunalkredit concentrates,<br />

above all, on projects in the sectors of<br />

• social infrastructure (care homes, health care and<br />

educational institutions,<br />

administrative<br />

buildings),<br />

• transport (commuter<br />

transport, road and rail<br />

transport), and<br />

• energy & environment<br />

(sustainable sources of<br />

energy).<br />

Kommunalkredit covers<br />

the entire value<br />

chain, i.e. project consulting,<br />

project structuring<br />

and, in particular, financing<br />

of the construction<br />

phase. In an effort to meet the demand for project<br />

finance more effectively, given the limited financial<br />

latitude allowed to public budgets due to the need for<br />

budget consolidation, the bank also offers alternative<br />

forms of finance, e.g. models of availability-based<br />

compensation.<br />

The availability model is well suited for public-sector<br />

projects, such as the construction and/or renovation<br />

of public facilities, e.g. schools or kindergartens, as<br />

it provides a framework not only for the construction<br />

of the facility, but also for its continuous availability<br />

over a certain contract term. The facility is planned,<br />

financed, built and operated by a special purpose company<br />

under private law on behalf of the public-sector<br />

principal and in cooperation with a private partner.<br />

Thus, availability models go beyond pure financing,<br />

as they also constitute a method of procurement. The<br />

expertise of private partners is used to limit the risk<br />

for the public-sector principal. Thus, the private partner<br />

assumes not only the construction risk, but also<br />

the risk of limited availability, as the compensation<br />

to be paid by the public sector-client depends on the<br />

fulfilment of a previously agreed set of specifications.<br />

Except for the availability compensation, models of<br />

this type do not count for the European System of Accounts<br />

(ESA) and the Maastricht criteria.<br />

Graph: Availability model for the construction and maintenance of a school<br />

Kommunalkredit’s bridge function consists in its<br />

ability to structure projects in cooperation with public-sector<br />

principals and private partners, to design<br />

a financing structure, to raise funds for the construction<br />

phase and to cover long-term refinancing during<br />

project operation together with institutional investors,<br />

such as pension funds or insurance companies.<br />

These are ideal prerequisites for an accelerated implementation<br />

of infrastructure projects. On this basis,<br />

Kommunalkredit has been involved in a number of<br />

infrastructure projects, such as the construction of<br />

a new building for a government ministry, a road rehabilitation<br />

and lighting project, and a credit facility<br />

for the renovation of a school building, all within the<br />

framework of availability models, in several European<br />

countries.<br />

The European Business and Investment Magazine iconannual 79


SummerLight Capital Partners<br />

Private Equity Partners<br />

Während Ihr Unternehmen Finanzierung für Betriebsmittel und<br />

Arbeitskapital erwerben kann, ziehen bis dato Markeninvestitionen<br />

selten das Interesse der Finanzwirtschaft auf sich.<br />

Die Zukunft Europas hängt<br />

allerdings am geistigen Eigentum<br />

und hier besonders<br />

an den vielen starken und<br />

wertvollen Marken, die noch viel<br />

besser vermarktet werden müssen.<br />

Aber wie lassen sich Markeninvestitionen<br />

finanzieren? Durch<br />

alternative Finanzierungsformen<br />

wie etwa Private Equity, Venture<br />

Capital oder spezialisierte Markenfonds,<br />

wird hier ein großes Potential<br />

geschaffen.<br />

SummerLight Capital Partners<br />

fokussiert sich auf Unternehmen in<br />

Europa, die eine schnell wachsende<br />

Marke im Einzelhandel, Dienstleistungssektor<br />

und in der Konsumgüterindustrie<br />

besitzen. Mit<br />

dem European Consumer Brand<br />

Fund schaffen wir Möglichkeiten,<br />

die es bisher in Europa nicht gab.<br />

Unsere gemeinsame Aufgabe ist es,<br />

das Wachstumspotential Ihres Unternehmens<br />

durch Branding auszuschöpfen.<br />

Jede Investment Situation ist<br />

unterschiedlich und ein individueller<br />

Ansatz vonnöten. Das<br />

Markenunternehmen wird vorab<br />

genau analysiert und es werden<br />

Strategien über die zukünftige<br />

Ausrichtung des Unternehmens<br />

und dessen Marken entwickelt. In<br />

den meisten Fällen führt dies zu<br />

einer Anteilspartnerschaft (Private<br />

Equity), aber auch Markenfinanzierungsprogramme<br />

können<br />

in Verbindung mit Private Equity<br />

oder Stand-Alone umgesetzt werden.<br />

Die Entwicklung der operativen<br />

Ergebnisse und KPIs und die<br />

dazu notwendigen Instrumente,<br />

sind eine Voraussetzung für eine<br />

positive gemeinsame Markenentwicklung.<br />

Durch die Wiederbelebung von<br />

„Heritage Brands“ und mit nachhaltigen<br />

Investitionen in bestehende<br />

Marken, die in Europa vor allem<br />

durch viele Klein- und Mittelbetriebe<br />

vorhanden sind, haben wir<br />

hier ein immenses Marken-Potential.<br />

SummerLight Capital Partners<br />

bieten Kapital und Know-how zur<br />

Markenentwicklung und ermöglichen<br />

damit die Wertsteigerung für<br />

ihr Unternehmen.<br />

Gehen wir gemeinsam den Weg zu<br />

neuen Nummer 1 Marken.<br />

80 iconannual The European Business and Investment Magazine


International Finance & Projects<br />

Foto: Christina Haeusler<br />

Foto: Schedl/APA/European Brand Institute<br />

Klaus Müllner<br />

Founder & Chief Investment Officer<br />

Dr. Gerhard Hrebicek<br />

Founder & Chief Brand Officer<br />

While your company can obtain funding for<br />

growth and working capital, brand building<br />

investments do not attract interest from the<br />

funding community that much.<br />

Foto: istockphoto.com<br />

Europe’s future depends on intellectual property<br />

and in particular on the many strong and<br />

valuable brands that should be marketed even<br />

better. But how can brand investments be financed?<br />

Great potential is created through alternative<br />

financing such as private equity, venture capital or<br />

specialized brand funds.<br />

SummerLight Capital Partners focus on companies<br />

in Europe with a fast-growing brand in the retail,<br />

services and the consumer goods industry. With the<br />

European Consumer Brand Fund, we are creating opportunities<br />

that have not yet existed in Europe. Our<br />

mission is to establish your business’ growth potential<br />

through Branding.<br />

Each investment situation is different and an individual<br />

approach is required. A potential company<br />

is precisely analyzed and discussions are conducted<br />

about the company’s orientation. In most cases,<br />

the results lead to a private equity partnership, but<br />

brand financing programs can also be considered in<br />

connection with private equity or stand-alone. The<br />

development of the operating results and KPI’s and<br />

the necessary tools are a prerequisite for a positive<br />

brand development.<br />

By reloading “Heritage Brands” through sustainable<br />

investment in existing brands, which we find in<br />

many small and medium-sized enterprises in Europe,<br />

we can raise an immense brand potential.<br />

SummerLight Capital Partners provide capital and<br />

know-how for brand development and therefore enable<br />

value creation for your company by brand-led growth.<br />

Let’s start a journey together to build new number 1<br />

brands!<br />

The European Business and Investment Magazine iconannual 81


Lansky, Ganzger + partner<br />

Directive<br />

2014/95/<br />

Foto: CanStockPhoto.com<br />

In the case of individual countries, such as France and<br />

Denmark, comprehensive disclosure requirements<br />

for undertakings have already been applicable. Until<br />

now, these have been exceptions in the EU. In the era<br />

of globalisation, undertakings operate worldwide and,<br />

due to interlinked supply chains, across country borders.<br />

In the course of their global operations, human<br />

rights violations and harmful environmental influences<br />

can, however, also occur. For this reason, there is<br />

mounting global pressure on companies to act in a responsible<br />

and sustainable manner. On the international<br />

level, a trend towards mandatory CSR reporting may be<br />

observed, with politicians recognising the importance<br />

of corporate responsibility for society and the environment.<br />

In October 2014, the European Parliament and the<br />

European Council placed an important emphasis on<br />

“managing change towards a sustainable global economy”<br />

with the amendments to Directive 2013/34/EU:<br />

the amended Directive (2014/95/EU) provides for the<br />

mandatory disclosure of “non-financial and diversity<br />

information” in the financial reporting of “certain large<br />

undertakings and groups”. With effect from January<br />

2017, there is a CSR-reporting obligation. The focus is<br />

on minimum standards for non-financial reporting,<br />

applicable across Europe, in order to establish transparency<br />

and comparability. The EU therefore obliges<br />

large undertakings to disclose social and ecological<br />

matters, as well as related risks, strategies, achieved results,<br />

and non-financial performance indicators. This<br />

“non-financial information” should provide information<br />

about commitment to sustainability in business<br />

activity and strengthen investor and consumer trust.<br />

At the same time, the disclosure requirements promote<br />

better comparability with regard to corporate responsibility.<br />

The disclosure requirements only concern those<br />

undertakings, which are public-interest entities (according<br />

to § 189a (1) of the Austrian Commercial Code<br />

[UGB] in Austria), whose balance sheet total exceeds<br />

20 million euros, or whose turnover exceeds 40 million<br />

euros, and whose annual average number of employees<br />

exceeds 500. In this regard, undertakings of<br />

public interest (“public interest entities”, “PIEs”) are<br />

undertakings whose securities are admitted to trading<br />

on the stock market of an EU Member State or that of a<br />

signatory state of the EEA, corporate credit institutions<br />

and insurance companies, or undertakings, which, irrespective<br />

of their legal form, are described as “public<br />

interest entities” in federal law with reference to their<br />

purpose.<br />

The information to be disclosed in the progress report<br />

section of the management report includes details<br />

that are necessary for understanding the undertaking’s<br />

operations and its performance, the position of the<br />

group, as well as the impact of its activities, and must<br />

make reference, as a minimum, to environmental, social,<br />

and employee matters, to respect for human rights,<br />

82 iconannual The European Business and Investment Magazine


International Finance & Projects<br />

EU commits undertakings<br />

to sustainability<br />

and measures to tackle corruption and bribery [Article<br />

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

EU]. The report must also include policies and a description<br />

of due diligence processes implemented with<br />

regard to social and employee-related matters. The results<br />

of such policies, main risks associated with the<br />

matters outlined above, business relationships, as well<br />

as the most significant non-financial performance indicators,<br />

should also be indicated [Article 19a, paragraph<br />

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

and information to be reported should be identified on<br />

the basis of their significance for the undertaking. An<br />

omission of information should be explained following<br />

the “comply or explain” principle. There are, therefore,<br />

no mandatory specifications regarding the length. Guidelines<br />

of the Global Reporting Initiative (GRI), as well<br />

as other internationally-recognised standards, such<br />

as, for example, the ISO 26000 guidelines, can provide<br />

guidance for the content of the sustainability report.<br />

In the area of risks for human rights, the CSR guide<br />

of the “UN Guiding Principles Reporting Framework”<br />

sets the standards.<br />

The sustainability report must be disclosed either<br />

as a statement in the progress report, or in the form<br />

of a so-called “separate non-financial statement”. The<br />

Directive requires that Member States ensure that the<br />

statutory auditor or the audit firm checks whether the<br />

non-financial statement or the separate report have<br />

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

Dipl. iur.<br />

Tatiana<br />

Urdaneta<br />

Wittek is<br />

an attorney-at-law<br />

at Lansky,<br />

Ganzger +<br />

partner<br />

(LGP) and<br />

founding<br />

member of<br />

the Austrian Desk of the Italienische Handelskammer<br />

für Deutschland (Italian Chamber of<br />

Commerce for Germany, ITKAM). The lawyer,<br />

who is qualified in the jurisdictions of several<br />

countries, grew up in Italy, and predominantly<br />

represents clients on matters of Italian law,<br />

and on all issues pertaining to bilateral trade<br />

relations between Austria, Germany, and Italy.<br />

Further specialisations include human rights<br />

and international law, areas which today play<br />

a major role in the global economy. Since the<br />

creation of the Austrian Desk, Tatiana Urdaneta<br />

Wittek has been involved in strengthening<br />

the positioning of the “Made in Italy” mark in<br />

Austria. She is licensed to practice as a lawyer<br />

in Germany and Austria, studied law in Cologne,<br />

Lausanne and Vienna, and speaks fluent<br />

German, English, French, Italian, and Spanish.<br />

Foto: LGP<br />

The European Business and Investment Magazine iconannual 83


Thinking outside the box<br />

is not just a phrase,<br />

but rather our approach<br />

to legal advice.<br />

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

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

Native language experts, lawyers and advisors from more than 20 nations bring the necessary<br />

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

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

firms in over 50 countries worldwide.<br />

Successful legal advice means more than simply knowing and applying the law.<br />

We Lansky, provide Ganzger advice + on:<br />

partner, one of the leading law firms in Austria and the Slovak Republic,<br />

• has Company longstanding formation and profound M&A<br />

experience that enables it to deliver an all-encompassing,<br />

• inter Setting disciplinary up sales structures<br />

and cross-regional service of the highest level.<br />

• Labour law issues<br />

• Lansky, Market Ganzger launch of + products partner and closely services<br />

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and inter national banks, corporations and<br />

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W: www.lansky.at<br />

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e: office@lansky.at<br />

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


Lansky, Ganzger + partner<br />

International Finance & Projects<br />

2014/95/EU). Member States may additionally stipulate<br />

that the content of the report is checked by an independent<br />

provider of auditing services – an external content<br />

audit is therefore not a requirement of the Directive.<br />

In Austria, Directive 2014/95/EU was implemented<br />

into national law with the introduction of the Improving<br />

Sustainability and Diversity law (Nachhaltigkeitsund<br />

Diversitätsverbesserungsgesetz, NaDiVeG). This<br />

was published in the Federal Law Gazette on 19.01.2017.<br />

The legislature has intervened both in the Austrian<br />

Commercial Code (Unternehmensgesetzbuch, UGB),<br />

as well as in<br />

In Austria, Directive<br />

2014/95/EU was implemented<br />

into national law.<br />

the Austrian<br />

Stock Corporation<br />

Act<br />

(Aktiengesetz,<br />

AktG), and in<br />

the Austrian<br />

Limited Liability Company Act (GmbH-Gesetz) – in<br />

this manner, § 243b and § 267a, for instance, were newly<br />

incorporated into the Austrian Commercial Code.<br />

The latter contain the obligation for a “non-financial<br />

statement”. The NaDiVeG stipulates mandatory disclosure<br />

on diversity policy and its promotion through the<br />

administrative, management and supervisory bodies of<br />

the undertaking. In Austria, approximately 125 undertakings<br />

are subject to the NaDiVeG reporting requirements<br />

1 .<br />

Altogether, approximately 6000 undertakings<br />

across Europe must fulfil the Directive’s reporting requirements.<br />

However, the number of undertakings required<br />

to do this varies between the EU Member States.<br />

In Slovakia, approximately 30 to 40 undertakings are<br />

subject to the reporting requirements of the amended<br />

version of the Accounting Act (i.e. Accounting Act/<br />

Federal Constitutional Law 1992, in its version no.<br />

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

2 By contrast, in Croatia, the number of undertakings<br />

is estimated at approximately 200. 3<br />

Small and medium-sized undertakings are (for the<br />

time being) exempt from the reporting requirements<br />

pursuant to Directive 2014/95/EU. Nevertheless, the<br />

EU provision permits the inclusion of further undertakings<br />

in the reporting requirements at a later date.<br />

One thing is certain: already, the newly introduced reporting<br />

requirements are radiating out to undertakings<br />

(albeit indirectly), which are not yet subject to this obligation.<br />

This is because undertakings subject to the CSR<br />

reporting obligation, for their part, disclose information<br />

about suppliers and networks. As a result, information<br />

pertaining to CSR may also be requested along<br />

supply chains from small and medium-sized enterprises,<br />

with whom the undertaking has a contractual relationship.<br />

Conflicting “Codes of Conduct” among individual<br />

contractual partners can certainly lead to legal<br />

uncertainties. An agreement on standardized information<br />

requirements between all stakeholders,<br />

in the form of a voluntary reporting standard,<br />

can serve as a corrective in this matter.<br />

An improvement in transparency of reporting<br />

is an important step towards responsible<br />

business practice. An undertaking can only<br />

change its business practice with relation to<br />

sustainability when it is aware of the substance and<br />

impact of its economic activity. Through the disclosure<br />

obligation, and the associated need to structure business<br />

activity in the non-financial area, the undertaking<br />

automatically assumes social responsibility.<br />

A shift has taken place in our society: undertakings<br />

are no longer merely judged by their economic<br />

performance. On the contrary: commitment to social<br />

and ecological issues (also documented in the annual<br />

report) may even increase the undertaking’s value.<br />

Correspondingly, CSR reports are used as a marketing<br />

tool, because a proactive observance of human rights<br />

increases the attractiveness of the undertaking for investors,<br />

employees and customers. The EU Directive<br />

2014/95/EU takes the growing importance of sustainability<br />

issues in our society into account. An obligation<br />

for reporting in matters of sustainability is not<br />

only relevant for corporations, but also for medium-sized<br />

suppliers.<br />

As such, the<br />

Directive encompasses<br />

(at least indirectly)<br />

a huge<br />

segment of<br />

market participants.<br />

Foto: shutterstock.com<br />

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

2 & 3 www.csreurope.org<br />

The European Business and Investment Magazine iconannual 85


China Council for Brand Development (CCBD)<br />

Fotos: CCBD<br />

2016 China Brand Evaluation Press Conference<br />

CCBD is mainly engaged in brand<br />

theory study, formulation of international<br />

and national standards,<br />

publicity of brand evaluation, professional<br />

and technical training,<br />

international cooperation, etc.<br />

China Council for Brand Development (CCBD)<br />

is the only national brand-related organization<br />

that has acquired permission from State Council<br />

and approval from Ministry of Civil Affairs<br />

of the PRC and is under the direct administration of<br />

General Administration of Quality Supervision, Inspection<br />

and Quarantine of the PRC (hereinafter referred<br />

to as “AQSIQ”). Adopting the system of council,<br />

CCBD is a non-profit social organization constituted<br />

voluntarily by enterprises, public institutions, social<br />

groups and individuals that are relevant to brand development.<br />

Mr. LIU Pingjun, member of the national<br />

committee of CPPCC and former deputy director of<br />

AQSIQ, acts as the president of CCBD.<br />

CCBD is mainly engaged in brand theory study,<br />

formulation of international and national standards,<br />

publicity of brand value evaluation, brand fostering<br />

consultation, professional and technician training,<br />

brand exhibition, international cooperation and exchange,<br />

etc.<br />

CCBD has been focusing on brand evaluation,<br />

which is currently its important undertaking, in<br />

86 iconannual The European Business and Investment Magazine


Branding<br />

China Council for<br />

Brand Development<br />

To be scientific, impartial,<br />

transparent and admitted<br />

the principle of “To be scientific, impartial, transparent<br />

and admitted”. It also publishes “China Brand<br />

Evaluation Information” on Dec. 12th every year by<br />

cooperating with entities like CCTV to conduct annual<br />

summary and analysis on Chinese brands’ comprehensive<br />

connotation and value. Brand evaluation<br />

is an important action to generate positive energy for<br />

Chinese brands, improve their international influence<br />

and propel them to go global.<br />

As required by the development of international<br />

brand evaluation, International Organization for Standardization<br />

(ISO) established a Technical Committee<br />

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

the voting among ISO members and ISO/TMB<br />

in response to the joint proposal from China (SAC)<br />

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

in CCBD, which also hold the national mirror committee<br />

in China.<br />

By now, ISO/TC 289 Brand Evaluation has held<br />

three plenary meetings in Beijing, London and Cancun;<br />

and four Working Group (ISO/TC 289/WG 1<br />

Brand Evaluation Process) meetings in Shenzhen,<br />

Vienna, Cancun and Moscow for the development<br />

of new international standard. SAC (China) and ASI<br />

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

1 to initiate the formulation of international standard<br />

Brand Evaluation-Fundamentals and Principles.<br />

CCBD is willing to cooperate with institutions of<br />

brand research, evaluation and management all over<br />

the world in multiple levels and aspects to promote<br />

brand development and build a better life.<br />

The European Business and Investment Magazine iconannual 87


Technical Committee 066<br />

Experience<br />

and business reputation<br />

as a part of a brand<br />

Nowadays, the activities of<br />

any company are being<br />

evaluated and criticized<br />

either by the consumers or<br />

by independent rating agencies. A<br />

positive or negative score of a company<br />

has a significant impact on<br />

their business development. One<br />

of the basic indicators that can be<br />

evaluated in any brand or company<br />

is their reputation.<br />

Evaluation of experience and<br />

business reputation of enterprises<br />

is a relatively new concept for Russia,<br />

but every day is gaining popularity.<br />

The image and reputation are<br />

both parts of a brand. However, the<br />

two concepts intertwine semantic<br />

elements, but the difference lies<br />

in the fact that the image of an organization<br />

can be created through<br />

advertising and the media in a relatively<br />

short time, while the reputation<br />

is earned over the whole life<br />

of the enterprise, and constantly<br />

needs to be verified.<br />

In some cases the image of a<br />

brand can compensate the absence<br />

of other distinctive features of<br />

products or services. As a rule, it<br />

serves to attract customers. Business<br />

reputation determines the<br />

level of confidence and motivation<br />

in appealing to a particular brand.<br />

Based on a positive business reputation,<br />

the customer considers the<br />

brand as a guarantee of quality and<br />

prefers it in building long-term<br />

relationships. A well-known and<br />

popular brand adds value to the<br />

service or product.<br />

Business reputation as an intangible<br />

asset of the company has<br />

a significant impact on competitiveness<br />

and business efficiency.<br />

This intangible asset can be calculated.<br />

Currently, there are a couple<br />

of methods for assessing business<br />

reputation. It does not exist separately<br />

from the company and it is<br />

impossible to dispose of as a separate<br />

object. Positive business reputation<br />

can be regarded as a supplement<br />

to the price.<br />

Evaluation of experience and<br />

business reputation arose in re-<br />

88 iconannual The European Business and Investment Magazine


Branding<br />

Fotos: Anna Zobnina<br />

sponse to a new trend in Russian<br />

society — a need for trust in commercial<br />

structures.<br />

The construction industry is<br />

one of the key industries, which<br />

plays a huge role in formation of the<br />

national economy. Stabilization of<br />

the construction market following<br />

the 2008 crisis became a prerequisite<br />

for the emergence of many<br />

small and medium-sized contracting<br />

and subcontracting organizations.<br />

Despite the fact that at that<br />

time there were already self-regulatory<br />

organizations (SRO), which<br />

supervised and issued permits for<br />

certain type of jobs, in the construction<br />

industry the problem of<br />

choosing and controlling scrupulous<br />

providers has increased. Lack<br />

of control resulted a decline in the<br />

quality of services and disruption<br />

of the execution of the obligations<br />

by the enterprises.<br />

A system, which would contribute to the improvement<br />

of quality and settles a classification of suppliers<br />

(on a number of grounds) measuring their reliability<br />

at the same time, simply did not exist.<br />

The first standard was published in 2014, which<br />

gave the scope of evaluation of experience and business<br />

reputation of construction companies in the Russian<br />

market. Later on, the Technical Committee for<br />

Standardization 066 "Evaluation of experience and<br />

business reputation of enterprises" developed an improved<br />

version of it and other standards in new areas<br />

as well.<br />

The evaluation system of experience and business<br />

reputation is dynamically developing and has established<br />

itself as an effective instrument to achieve a<br />

result in fair selection of service provider, as well as<br />

in increasing service quality.<br />

Technical Committee 066 cooperates with the European<br />

Brands Institute participating in meetings of<br />

the International Organization for Standardization -<br />

Technical Committee (ISO/TC 289. Brand Evaluation.)<br />

and in preparing of the implementation of the brand<br />

evaluation standard in Russia. TC 066 is kind of a<br />

counterpart of the TC 289. Their activities are related,<br />

as business reputation is an integral part of the brand.<br />

The cooperation between the two committees would<br />

continue and deepen. Several joint projects are scheduled<br />

in the year 2017.<br />

The 4 th Meeting of<br />

ISO/TC 289/WG1<br />

Moscow, Nov 2016<br />

Thomas Mezossy<br />

Head of Authority<br />

Member of TC 066 and TC 289<br />

The European Business and Investment Magazine iconannual 89


Bobby J. Calder<br />

Brands as<br />

Intangible Assets −<br />

Changing the Future!<br />

Everyone recognizes that brands are<br />

important. But why are standards for<br />

determining brand value important?<br />

To start<br />

with, we<br />

must realize<br />

that<br />

since the 1990s<br />

investment in<br />

intangible assets<br />

(such as-<br />

R&D, software,<br />

human resources<br />

and brands)<br />

has exceeded<br />

that of tangible<br />

assets. The<br />

intangible asset<br />

value component<br />

of the S&P<br />

stock index<br />

grew from 32<br />

percent in 1985<br />

to 87 percent in<br />

2015.<br />

100 %<br />

80 %<br />

60 %<br />

40 %<br />

20 %<br />

0 %<br />

COMPONENTS OF S&P 500 MARKET VALUE<br />

83 % 68 % 32 % 20 % 13 %<br />

87 %<br />

80 %<br />

68 %<br />

32 %<br />

17 %<br />

1975 1985 1995 2005 2015<br />

Tangible Assets Intangible Assets<br />

Source: Ocean Tomo, LLC<br />

90 iconannual The European Business and Investment Magazine


Branding<br />

Foto: Renate Altenhofer<br />

Foto: Kellogg Graduate School of Management<br />

Bobby J. Calder<br />

is the Kellstadt Professor of Marketing at the<br />

Kellogg Graduate School of Management,<br />

Northwestern University, Evanston, IL USA.<br />

Intangible assets are now the<br />

key to economic growth and increasing<br />

corporate value. Unfortunately,<br />

as with intangible assets<br />

generally, it has historically been<br />

very difficult assign a value to<br />

brands. Everyone recognizes that<br />

brands are important. It is just<br />

that in the past we have had great<br />

difficulty in measuring the value<br />

of a brand. There has been little<br />

success in developing standards<br />

for brand value.<br />

The reason for this is that standards<br />

for intangible assets are in<br />

general difficult to develop and<br />

they are particularly difficult for<br />

brands because of the very nature<br />

of a brand. On the face of it everyone<br />

knows what a brand is and<br />

would recognize the American<br />

Marketing Associations definition<br />

of a brand as a “Name, term, design,<br />

symbol, or any other feature<br />

that identifies one seller’s good or<br />

service as distinct from those of<br />

other sellers.”<br />

This definition is good, so far<br />

as it goes, but it does not go far<br />

enough, for brands are really not<br />

things. Brands exist in the minds<br />

of customers. Names, symbols and<br />

the like are just ways of referring<br />

to brands, ideally in a way that<br />

itself influences how consumers<br />

think about the brand. The brand,<br />

however, is the ultimate meaning,<br />

or the idea, of the product in the<br />

consumer’s head. It is how the<br />

consumer thinks about the product,<br />

what he or she believes to be<br />

true about it.<br />

These beliefs can be functional<br />

in that they concern what the product<br />

does or how well it does something.<br />

Beliefs can also be emotional,<br />

how the brand makes the<br />

consumer feel. They can also be<br />

beliefs about what kind of person<br />

you are if you buy the brand. The<br />

brand can become linked to the<br />

consumer’s very concept of self.<br />

A brand is thus subjective, not<br />

objective. The key point to realize<br />

is that it is the consumer who<br />

owns the brand. The brand exists<br />

in their subjective world.<br />

Although brands are created<br />

by tangible investments in advertising<br />

and other marketing activities,<br />

the resulting brand is the idea<br />

or meaning that is created in the<br />

consumer’s mind. It is an intangible<br />

asset. Beyond this, and unlike<br />

software or patents, a brand<br />

only exists as a subjective state in<br />

the consumer mind. From a company’s<br />

point of view, the question<br />

becomes, how do you assess<br />

the value of a brand when brands<br />

are so intangible as to be essentially<br />

subjective. A standard must<br />

necessarily set a monetary valuation<br />

for something that exists in<br />

the consumer’s head.<br />

To do this we have to first<br />

evaluate the strength of the brand.<br />

A standard must specify the<br />

different kinds of indicators of<br />

brand strength that can be used to<br />

evaluate the power of the brand >><br />

The European Business and Investment Magazine iconannual 91


Bobby J. Calder<br />

idea or meaning in the consumer’s<br />

mind. Many indicators have been<br />

developed by marketers and used<br />

to measure brand strength. A simple<br />

one would be to ask consumers<br />

which brand in a category they<br />

would pick if they could have any<br />

of them regardless of price.<br />

A measure of brand strength is<br />

not sufficient however. A strong<br />

brand might make little difference<br />

in the actual marketplace (being<br />

outweighed by other factors); a<br />

weak brand might still make a<br />

difference (if there is nothing else<br />

to influence choice). Hence a standard<br />

must also incorporate a test<br />

of brand performance. This test<br />

has to reveal the effect or impact of<br />

the brand’s strength on some critical<br />

market behavior. An obvious<br />

test for many brands is how likely<br />

the consumer would be to buy the<br />

brand at a higher price than at its<br />

current price (i.e., at a price premium).<br />

We would need to determine<br />

the amount of any price premium<br />

(willingness to pay extra) that is<br />

due to brand strength. Consumers<br />

might be willing to pay a price<br />

premium for other reasons, say,<br />

because of better distribution for<br />

the product. The evaluation of the<br />

brand should only take into account<br />

the price premium attributable<br />

to the brand’s level of brand<br />

strength.<br />

The final step in determining<br />

the value of a<br />

brand is to relate the<br />

evaluation of the brand<br />

to one or more metrics<br />

of financial performance.<br />

The performance on<br />

financial cash flow determines<br />

the valuation<br />

of the brand.<br />

The value of a brand for a company<br />

can thus be measured even<br />

though brands are inherently<br />

intangible and subjective. For<br />

such measurements to be accepted<br />

and implemented, however, standards<br />

must be developed so that<br />

measurements are consistent and<br />

comparable across organizations<br />

and over time.<br />

Standards are the key really<br />

being able in the future to treat<br />

brands as intangible<br />

financial assets<br />

so that they may be<br />

fully taken into account<br />

in corporate<br />

governance and in<br />

transactions among<br />

companies as well<br />

as in investment<br />

decisions. And instead<br />

of managing<br />

marketing functions<br />

based on efficiency<br />

(such as the<br />

number of consumers<br />

reached by an<br />

advertising expenditure)<br />

brand value<br />

standards offer the opportunity<br />

to manage effectiveness- how effective<br />

the organization is in creating<br />

brand value as an intangible<br />

asset.<br />

92 iconannual The European Business and Investment Magazine


Branding<br />

Fotos: Renate Altenhofer<br />

DEFINITION OF A BRAND:<br />

Name, term, design, symbol, or any<br />

other feature that identifies one<br />

seller’s good or service as distinct<br />

from those of other sellers.<br />

The European Business and Investment Magazine iconannual 93


European Brand Institute<br />

KR DI Dr. Gerhard Hrebicek<br />

Präsident European Brand Institute<br />

MARKEN sind<br />

Foto: Schedl/APA/European Brand Institute<br />

Qualitatsmerkmale<br />

und Wertfaktoren<br />

Es ist kein Geheimnis, dass Marken von größerer<br />

Bedeutung sind, als die Produkte oder Dienstleistungen<br />

selbst. „People buy brands not<br />

products“ – gilt insbesondere in der globalen<br />

Kommunikationsgesellschaft. Marken werden<br />

zwar teilweise schon als höchst wertvolle Güter<br />

des Wirtschafts lebens anerkannt, ein großer<br />

Weg bleibt uns aber noch zu gehen.<br />

Im Rahmen einer guten Markenführung und im<br />

Sinne einer guten Corporate Governance müssen<br />

Marken und deren Beeinflussungsgrößen nicht<br />

nur im Sinne der Kunden sondern auch für Investoren,<br />

Aktionäre, das Management, die Gesellschaft,<br />

die Partner und die Mitarbeiter verfolgt, verstanden<br />

und gemanagt werden.<br />

Der Trend in der Entwicklung der Werthaltigkeit<br />

von Vermögensgegenständen in Unternehmen heute<br />

geht weg von den materiellen und hin zu immateriellen<br />

Vermögensgegenständen. Das wertorientierte<br />

Management sollte daher vor allem auf immaterielle<br />

Vermögensgegenstände – also auf die Marke –<br />

ausgerichtet sein.<br />

Man erwartet zunehmend nicht nur eine finanzorientierte<br />

und auf „hard facts“ basierende<br />

Informationsgestaltung, sondern vor allem eine<br />

stärkere Integration der „soft facts“, um die Effizienz<br />

und Abläufe der unternehmerischen Entscheidungsstruktur<br />

besser nachvollziehen zu können<br />

und den Wettbewerbsfaktor Marke transparent<br />

darzustellen.<br />

94 iconannual The European Business and Investment Magazine


Branding<br />

Foto: istockphoto.com<br />

Mit den neuen ISO Normen<br />

leisten wir hier einen<br />

wesentlichen Beitrag dazu.<br />

Als immaterieller Vermögensgegenstand wird der<br />

Wert der Marke auch eine der wichtigsten bilanzrelevanten<br />

Kennziffern. Informationen darüber<br />

werden für Investoren und Kapitalgeber immer von<br />

zentraler Bedeutung sein.<br />

Investoren erkennen bereits zunehmend die<br />

Vorteile einer starken Marke: also erhöhte Rentabilität<br />

und niedrigeres Risiko. Auch kenne Sie die<br />

Tatsache, dass der Wert der Marke oftmals einen<br />

Großteil des gesamten Unternehmenswertes, laut<br />

unseren Studien im Durchschnitt um die 40 Prozent<br />

aller Unternehmen, Tendenz Richtung 60 Prozent<br />

steigend, darstellt. Deshalb ist es wichtig, Marken<br />

und Patente in regelmäßigen Abständen von<br />

unabhängigen Experten qualifizieren und bewerten<br />

zu lassen. >><br />

The European Business and Investment Magazine iconannual 95


European Brand Institute<br />

MISSION<br />

Die Steigerung des Werts von Marken für alle Stakeholder<br />

für eine inte grative und nachhaltige Entwicklung.<br />

Unternehmensführung / Reporting<br />

Öffentlichkeit / Gesellschaft<br />

BRAND<br />

Konsumenten / Mitarbeiter<br />

Investoren / Finanzen<br />

WARUM MARKEN BEWERTEN?<br />

VERHANDLUNGS−<br />

SITUATIONEN<br />

MARKEN<br />

MANAGEMENT<br />

FINANZIERUNG<br />

• Markengeschäfte<br />

• Fusionen & Erwerb<br />

• Markenrechtsverletzungen<br />

• Benchmarking – Studien<br />

• Strategische Planung<br />

• Portfolio Management<br />

• Marken Controlling<br />

• Franchising<br />

• Lizenzen<br />

• Fundraising<br />

Foto: istockphoto.com<br />

EBI unterstützt die europäische Wirtschaft beim<br />

Aufbau Marken- und IP-orientierter Unternehmensstrukturen<br />

und begleitet auch kleine und mittlere<br />

Unternehmen bei der Maximierung ihrer Marken-IP<br />

Werte und der Schaffung von Nachhaltigkeit.<br />

EBI unterstützt Unternehmen und Organisationen<br />

mit innovativen Dienstleistungen, ihre wichtigsten<br />

immateriellen Vermögenswerte – die Marke<br />

& IP – in einer wertorientierten Weise zu managen<br />

um Wettbewerbsvorteile zu realisieren.<br />

96 iconannual The European Business and Investment Magazine


Branding<br />

An new ISO Standard on Brand<br />

Evaluation will be developed<br />

In September 2014, a new ISO committee on<br />

Brand Evaluation was constituted in Bejing.<br />

Foto: CCBD<br />

Within this committee a new global<br />

standard on brand evaluation will<br />

be developed, where the President<br />

of European Brand Institute, Dr.<br />

Gerhard Hrebicek holds the Chair.<br />

Goals of this new ISO<br />

Initiative are as follows:<br />

This standard is aimed to standardize<br />

the technical requirements and<br />

evaluation methods in the implementation<br />

of major components of<br />

brand valuation, which will guide<br />

the brand manager and brand evaluators<br />

to conduct activities in the<br />

field of brand evaluation.<br />

Brand evaluation contains<br />

three major steps:<br />

1. identify the key elements which<br />

influence brand value<br />

2. measure the actual performance<br />

of brand key elements (taking the<br />

stake holders' awareness and evaluation<br />

of all key elements into account)<br />

3. draw the conclusions (including<br />

monetary and non-monetary).<br />

Although the key elements of brand<br />

value and evaluation methods are<br />

various, the major influencing factors<br />

can be identified by study on<br />

successful brand cases and analysis<br />

of the relevant data.<br />

The benefits of the development<br />

of the new ISO Standard<br />

on Brand Evaluation<br />

The international standard of<br />

brand evaluation will bring more<br />

brand information to the consumers<br />

and more information on the<br />

evaluation and management of<br />

the world's best brands research<br />

results and practical experience<br />

(particularly in developing countries,<br />

small and medium-sized<br />

enterprises) in order to conduct<br />

brand management more effectively<br />

to the brand owners.<br />

The European Business and Investment Magazine iconannual 97


European Brand Institute<br />

GLOBAL TOP 100<br />

BRAND CORPORATIONS 2016<br />

Global TOP 10 Brand Corporations Brand Value in Mio. €<br />

91.850<br />

75.572<br />

73.426<br />

59.486<br />

55.413<br />

54.200<br />

53.334<br />

52.390<br />

50.242<br />

148.531<br />

©2016 European Brand Institute<br />

World’s most valuable brand corporations 2016<br />

World’s most valuable brand<br />

corporations US-dominated:<br />

1. Apple, 2. Google, 3. Microsoft,<br />

Alibaba shows highest growth<br />

(+77%) overall<br />

The GLOBAL TOP 100 BRAND<br />

CORPORATIONS RANKING by<br />

European Brand Institute – Europe’s<br />

independent brand & patent<br />

valuation experts, examined more<br />

than 3.000 brand corporations and<br />

their brands in 16 industries, according<br />

to the latest ISO valuation<br />

standards.<br />

Global<br />

Apple remains world’s leading<br />

brand corporation with a brand<br />

value of EUR 148,531 bn (+8%), followed<br />

by Google representing EUR<br />

91,850 bn (+25%) and Microsoft<br />

with a brand value of EUR 75,572<br />

bn (+13%). Amazon increasing its<br />

brand value by +54%, climbing to<br />

global rank 7. Asian No.1 China<br />

Mobile EUR 52,946 bn (+9%) holds<br />

global rank No.9.<br />

Europe<br />

French No.1 LVMH remains Europe’s<br />

most valuable brand corporation,<br />

representing brand values of EUR<br />

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

by Belgian AB Inbev showing<br />

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

17) and Swiss No.1 Nestlé representing<br />

EUR 37,957 bn (+11% / global<br />

rank 20). German No.1 Volkswagen<br />

Group EUR 26,662 bn holds global<br />

rank 28, Austrian’s Red Bull EUR 15,<br />

111 bn holds global rank 70.<br />

Growth<br />

Average growth of TOP 100 shows<br />

+13%, TOP10 USA rise by +17%,<br />

TOP10 China grow by +22% and<br />

Europe’s TOP 10 grow by +13% .<br />

Alibaba shows the highest growth<br />

(+77%), followed by Facebook gaining<br />

+57% and ex-aequo Starbucks<br />

and Amazon by +54%. Europe’s<br />

growth leaders are Robert Bosch<br />

and BT Group increasing their<br />

brand values by +28%.<br />

Segmentation<br />

US brand corporations are leading<br />

with 49 (+2) out of the TOP 100<br />

brand corporations. Europe represents<br />

35 (0) with Germans leading,<br />

whilst Asia is represented with 16<br />

(-2) brand corporations.<br />

98 iconannual The European Business and Investment Magazine


Branding<br />

Industry Leaders<br />

Foto: istockphoto.com<br />

Europe’s industry leaders are:<br />

• Automotive –<br />

Volkswagen Group (Germany)<br />

• Business Services – SAP<br />

(Germany)<br />

• Consumer Goods – AB Inbev<br />

(Belgium)<br />

• Durables – Bosch (Germany)<br />

• Financial Services – HSBC (U.K.)<br />

• Industry – BASF (Germany)<br />

• Luxury – LVMH (France)<br />

• Media & Entertainment –<br />

Bertelsmann (Germany)<br />

• Pharma, Health & Biotech –<br />

Novartis (Switzerland)<br />

• Retail – Inditex (Spain)<br />

• Telecommunications –<br />

Vodafone (U.K.)<br />

• Utilities – Shell (U.K.)<br />

America’s industry leaders are:<br />

• Automotive – General Motors<br />

• Consumer Goods –<br />

Coca Cola Company<br />

• Durables – Nike<br />

• Financial Services – Wells Fargo<br />

• Industry – Boeing<br />

• IT & Technology – Apple<br />

• Logistics – UPS<br />

• Media & Entertainment –<br />

Walt Disney<br />

• Pharma, Health & Biotech –<br />

Pfizer<br />

• Retail – Amazon<br />

• Telecommunications – AT&T<br />

• Utilities – General Electric<br />

Asia’s industry leaders are:<br />

• Automotive – Toyota (Japan)<br />

• Financial Services –<br />

China Construction Bank (China)<br />

• Industry – Tata (India)<br />

• IT & Technology – Samsung<br />

(Korea)<br />

• Retail – Alibaba Group (China)<br />

• Telecommunications –<br />

China Mobile (China)<br />

Data based on Fiscal Year 2015<br />

The European Business and Investment Magazine iconannual 99


About<br />

iconvienna<br />

iconvienna is an organization, which aims to<br />

promote business contacts between Austrian and<br />

international companies and regions. Annually in<br />

April, the European Business and Investment Forum<br />

iconvienna invites to an active dialogue and personal<br />

networking. According to the motto:<br />

"Make Contacts to Contracts"<br />

We provide services for<br />

participants and partners<br />

through personal<br />

contact and presentation<br />

opportunities. We develop<br />

the most recognized European<br />

platform for business and economics.<br />

iconvienna allows company<br />

representatives and decision<br />

makers to present projects in<br />

exclusive circles and specifically<br />

to establish contacts with export<br />

markets.<br />

iconvienna in brief<br />

iconvienna – Make Contacts<br />

to Contracts<br />

The European Business & Investment<br />

Forum iconvienna is an<br />

exclusive Business & Networking<br />

Event, promoting business<br />

contacts between Austrian and<br />

international companies and encouraging<br />

project and investment<br />

business between East and West.<br />

Following the motto “Make Contacts<br />

to Contracts”, top-level national<br />

and international decision<br />

makers from politics and economy,<br />

international experts and<br />

representatives of regions meet<br />

at the forum. We deliver value to<br />

participants and partners through<br />

personal contacts with executives,<br />

entrepreneurs, government officials,<br />

project partners, as well as<br />

concrete business opportunities at<br />

the forum.<br />

Conference Language<br />

German and English with simultaneous<br />

translations<br />

Welcome reception in<br />

Vienna City Hall<br />

The Opening Night at the Vienna<br />

City Hall is an excellent occasion<br />

for easy initial contacts and thus<br />

promote networking and know<br />

how exchange, offering delegations<br />

of regions the opportunity to<br />

introduce themselves to potential<br />

business partners, investors and<br />

decision makers.<br />

Expert Panels<br />

During the day, national and international<br />

experts present and<br />

discuss contemporary key issues<br />

that are vital to Europe’s integration<br />

and sustainable development.<br />

Project Exhibition<br />

Enterprises and regions present<br />

100 iconannual The European Business and Investment Magazine


iconvienna<br />

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

Fotos: Katharina Schiffl<br />

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

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

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

Gonzales (Nicaragua), H.E. Jesse Alonso Chacon Escamillo (Venezuela)<br />

best practice projects and opportunities.<br />

This is an excellent<br />

chance to network, attract investors<br />

and to acquire new business<br />

partners.<br />

High Ranking Participants<br />

CEOs, entrepreneurs, top politicians,<br />

representatives of regions,<br />

international organizations and<br />

science meet at the iconvienna forum.<br />

Including side events, participants<br />

from approximately 40 different<br />

countries join each forum.<br />

Vision<br />

iconvienna – the appealing platform<br />

in the center of Europe for<br />

the effective promotion of economic<br />

and social integration in<br />

Europe. >><br />

(left to right) Alois Steinbichler, Monika Langthaler, Edgar Maras, Andrea Faast,<br />

Andreas Matthä, Andrea Winkler, Gerhard Hrebicek, Julian Jäger<br />

The European Business and Investment Magazine iconannual 101


Carla Natascha &<br />

Band<br />

Fotos: Katharina Schiffl<br />

Mission<br />

iconvienna offers an appealing,<br />

promoting and effective environment<br />

including the features of the<br />

city of Vienna such as:<br />

• Vienna as a secure hub for the<br />

international Project-Businesses<br />

for representatives from politics<br />

and economy<br />

• a mix of new and effective business<br />

and social events for regions<br />

and companies including<br />

amongst others exhibitions, presentations,<br />

lounges, contact areas,<br />

panel discussions and keynote<br />

speeches, dinners and receptions,<br />

as well as<br />

• cooperation with public institutions,<br />

business incorporations,<br />

media and business partners<br />

from the East and West<br />

iconvienna emblazes the background<br />

for a successful integration<br />

between East and West, especially<br />

• the actual economic development<br />

within the East and the<br />

West<br />

• regional "Priority"-Projects<br />

• Best Practice experiences of regions<br />

and companies, as well as<br />

• environmental, resource and financial<br />

questions<br />

(left to right)<br />

Hans Greiner – Cisco, Johann Pluy – ÖBB,<br />

Dorothee Ritz – Microsoft, Ulrike Huemer –<br />

City of Vienna, Eva Kühn – TU Vienna,<br />

Bernd Richter – ASCR<br />

iconvienna provides an effective<br />

and efficient contact platform between<br />

East and West, in which<br />

• targeted contacts to experts and<br />

decision makers can be established,<br />

• the attractive side events offer an<br />

ideal atmosphere to<br />

• establish a cooperation network<br />

including targeted contacts to<br />

business partners,<br />

• the international business network<br />

can be of use year-round and<br />

• equity financing, growth capital<br />

and advancing across partners<br />

can be provided.<br />

102 iconannual The European Business and Investment Magazine


iconvienna<br />

Values<br />

Respect and Confidence<br />

Our cooperation bases on reliability, veracity, transparency<br />

and open communication. We respect the<br />

cultural and social usage and differences of the countries<br />

in and with which we are working.<br />

Expertise<br />

Professional competence, innovation, quick decisions<br />

and flexibility affect our work and the work of our<br />

partners.<br />

Conference at the Austrian Federal Economic Chamber<br />

Customer Focus<br />

We and our partners concentrate on the individual<br />

requirements of our customers and provide efficient<br />

and effective support to strengthen your competitive<br />

position and productivity.<br />

Corporate Responsibility<br />

Through responsible exposure to the resources of our<br />

customers, as well as the adoption of our employees and<br />

partners talents we create long-ranging cooperations.<br />

FACTS AND FIGURES<br />

Patronage:<br />

Dr. Michael Häupl, Mayor and<br />

Regional Governor of Vienna<br />

Countries of origin since 2005:<br />

Participants from 78 countries<br />

Chairman of the Advisory Board:<br />

KR Dr. René Alfons Haiden<br />

President:<br />

Foundation: 2004<br />

First Forum: 2005<br />

KR DI Dr. Gerhard Hrebicek, MBA<br />

Target Groups: National and international Top<br />

Decision-Makers from international<br />

organizations, Politics, Economy,<br />

Science and Media Representatives of<br />

Regions from Russia, Central & Eastern<br />

Europe, Latin America and the<br />

Caribbean and USA<br />

Motto:<br />

Make Contacts to Contracts<br />

Participants since 2006: around 8.900<br />

Speakers since 2005: around 650<br />

FOCUS 2017:<br />

Grow Together<br />

Previous Focus Areas:<br />

• International Summit on Innovative Entrepreneurship (2016)<br />

• East-West Summit on Regional Cooperation through Innovation<br />

and Entrepreneurship (2015)<br />

• East-West Summit on Innovation and Smart Cities (2014)<br />

• East-West Summit on Innovation and Infrastructure (2013)<br />

• East-West Summit on Innovations for Growth in the<br />

Danube Region (2012)<br />

• East-West Summit on Innovation and Sustainability (2011)<br />

• East-West Summit on Energy and Sustainability (2010)<br />

• East-West Summit: New opportunities through East-West<br />

Cooperation (2009)<br />

• Challenge Russia - Europe-Russia: New Opportunities (2008)<br />

• Future Investments for Europe (2007)<br />

• Sustainable Solutions for the Information Society (2006)<br />

• Information and Consulting (2005)<br />

The European Business and Investment Magazine iconannual 103


Anzeige<br />

Destillerie Peter Affenzeller:<br />

Die flussigen<br />

Schatze des<br />

Muhlviertels<br />

Die Edel-Destillerie Peter Affenzeller<br />

aus dem oberösterreichischen<br />

Mühlviertel ist<br />

tief in der Region verwurzelt.<br />

Für die Produktion, der weit<br />

über die Grenzen des Landes hinaus<br />

bekannten Spirituosen, wird<br />

ausschließlich eigenes Getreide,<br />

bestes heimisches Quellwasser<br />

sowie hochwertiges Holz für die<br />

Fässer verwendet. So entstehen die<br />

unverwechselbaren, hochprozentigen<br />

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als durch und durch regionale Produkte,<br />

mit dem hohen Anspruch<br />

auch im internationalen Vergleich<br />

zu bestehen.<br />

Fine Austrian Whisky<br />

Whisky ist ein mystisches Getränk.<br />

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besitzt seinen eigenen, individuellen<br />

und herkunftsspezifischen<br />

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vielfach ausgezeichneten Whiskys<br />

von Peter Affenzeller. Diese<br />

wurden zuletzt bei der Destillata,<br />

der bedeutendsten europäischen<br />

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in zwei Kategorien zum Whisky<br />

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auf der International Wine<br />

and Spirit Competition (IWSC) in<br />

London bestätigen ebenfalls den<br />

hohen Qualitätsanspruch der edlen<br />

Destillate aus Oberösterreich.<br />

„ Meine Vision waren<br />

immer regional geprägte<br />

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auch internationalen<br />

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rund um den Globus zu<br />

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Vodka und Gin im Zeichen des<br />

Schwans<br />

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Whisky-Sortiment, vermag Peter<br />

Affenzeller auch mit seiner Vodka-<br />

und Gin-Linie „White Swan“<br />

zu beeindrucken. Die sprichwörtliche<br />

Reinheit und Schönheit des<br />

Schwans steht bei „White Swan“<br />

sinnbildhaft für die Brillanz und<br />

Perfektion dieser beiden Destillate.<br />

Egal ob der Vodka mit seinem kühlen<br />

Duft, den feinen Vanillenoten<br />

sowie der glasklaren Frische am<br />

Gaumen oder der Gin mit seinem<br />

typischen Wacholderduft, umgeben<br />

von einer saftig-frischen Zitrusnote,<br />

abgerundet von würziger Cassiarinde:<br />

Gemein ist beiden Produkten die<br />

perfekte Harmonie aller geschmacklichen<br />

Nuancen sowie eine einzigartige<br />

Eleganz. Und hier schließt sich<br />

auch der Kreis zum gemeinsamen<br />

Markensymbol, dem eleganten, mythenumwobenen<br />

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Die vielfach ausgezeichnete<br />

Destillerie aus Oberösterreich produziert<br />

jährlich 20.000 Liter Whisky<br />

und 5.000 Liter Vodka und Gin.<br />

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+43 (0) 7235 70444<br />

office@peter-affenzeller.at<br />

www.peter-affenzeller.at


iconvienna Gallery<br />

(left to right) Michael Pisecky, Kambis Kohansal Vajargah, Eva Czernohorszky,<br />

Gertraud Leimüller, Martin Heimhilcher, Brigitte Bach, Gerhard Hrebicek<br />

Vienna City Hall<br />

Impressions<br />

of iconvienna<br />

2016<br />

Foto: Katharina Schiffl<br />

Foto: Alice Schnuer-Wala<br />

Foto: Katharina Schiffl<br />

Foto: Katharina Schiffl<br />

Sonja Kato – unikato, Ulrike Huemer – City of Vienna, Dorothee Ritz –<br />

Microsoft, Renate Altenhofer – Managing Partner iconvienna<br />

Institute of Science and Technology<br />

The European Business and Investment Magazine iconannual 105


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Das MAXIMILIAN besticht sowohl durch seine großzügige Architektur<br />

als auch durch sein elegantes Ambiente. Eingebettet in<br />

die herrliche Rottaler Hügellandschaft erweist sich das Hotel als<br />

perfekter Rückzugsort für Golfer, Erholungssuchende und Feinschmecker.<br />

In der hauseigenen Max-Therme erwartet Sie das<br />

wohltuende Bad Griesbacher Thermalmineralwasser.<br />

Abgerundet wird das Angebot von einer erstklassigen Kulinarik.<br />

Auf fünf 18-Loch-Meisterschaftsplätzen im Golf Resort Bad<br />

Griesbach wird Golfen zum Erlebnis.<br />

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Preis pro Person im DZ ab 495,– €<br />

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Bad Griesbach liegt nur 29 km vom Grenzübergang Suben<br />

entfernt und ca. 2,5 Autostunden von Wien.<br />

WEITERE INFOS UNTER WWW.QUELLNESS-GOLF.COM


iconvienna Gallery<br />

Fotos: Katharina Schiffl<br />

Austrian Federal Economic Chamber<br />

Gerhard Hrebicek, President iconvienna<br />

Maya Stoeva – Project Manager iconvienna, Sonja Kato – unikato, Gerhard<br />

Hrebicek – President iconvienna, Tanja Wehsely – SPÖ, Renate Altenhofer –<br />

Managing Partner iconvienna<br />

Institute of Science and Technology<br />

Viktor Pasquali, Eric Samuiloff, Katherina Pühringer, Michael Altrichter,<br />

Lee Thomason, Markus Wanko<br />

The European Business and Investment Magazine iconannual 107


iconvienna Gallery<br />

Fotos: Katharina Schiffl<br />

Cuba at the iconvienna reception<br />

Hans Greiner – Cisco, Johann Pluy – ÖBB, Bernd Richter – ASCR, Dorothee<br />

Ritz – Microsoft, Ulrike Huemer – City of Vienna, Eva Kühn – TU Vienna<br />

Dominican Republic<br />

Wilhelm Molterer – EFSI<br />

The European Business and Investment Magazine iconannual 109


Women Leadership Forum<br />

An Initiative of<br />

Fotos: Katharina Schiffl<br />

DIGITAL<br />

The<br />

POWER WOMAN<br />

WOMEN LEADERSHIP FORUM was<br />

initiated by European Brand Institute to<br />

promote Women Leadership in the fields<br />

of economy, science & research, public<br />

institutions, society as well as to connect<br />

successful women and powerful men with<br />

the purpose of strengthening innovative<br />

and economic power in Austria.<br />

110 iconannual The European Business and Investment Magazine


Branding<br />

"At ÖBB-Personenverkehr AG, we are<br />

particularly proud to report a growing<br />

share of women from top management<br />

to apprentices. The<br />

increase in the proportion<br />

of women is supported<br />

by ÖBB gender equality<br />

management."<br />

On September 14 th of 2016, the European Brand<br />

Institute invited to the 4 th Women Leadership<br />

Forum at the Novomatic Forum in cooperation<br />

with the US Embassy, ÖBB, Novomatic,<br />

Wien Holding and Wiener Hafen. Following the motto<br />

“FRAU MACHT UNTERNEHMEN”, the event focused<br />

on the topic “Digital Power Women”.<br />

This year’s star guest was Jasmin Taylor, founder<br />

of JT Touristik, who gave very personal insights of the<br />

development of a “Digital Power Women” in her keynote<br />

address.<br />

The Ambassador of the United States of America to<br />

Austria, H.E. Alexa Wesner opened the event for the<br />

last time, before heading back to the US. Sonja Kato<br />

led through the day and the high quality panel casts<br />

were guided by NEWS-chief editor Eva Weissenberger,<br />

Anett Hanck and Brigitte Bach, head of the Energy<br />

Department Austrian Institute of Technology. >><br />

Foto: Medizinische Universität Wien<br />

Foto: ÖBB/Katharina Stögmüller<br />

Evelyn Palla<br />

Member of the Board of<br />

Directors ÖBB Personenverkehr<br />

AG<br />

"Austria's economy is becoming more and<br />

more feminine, and around one in every<br />

three companies is run by a woman, and<br />

women are also in the<br />

run-up to the start-ups,<br />

but the basic conditions<br />

for women in the<br />

economy still need to be<br />

significantly improved."<br />

Doris Pulker-Rohrhofer<br />

CTO Hafen Wien<br />

"Unused talents, skills, visions and knowledge<br />

of women are no longer an option – we have<br />

to work on our future – women and men<br />

together! Especially the digital age shows<br />

that female entrepreneurship brings new<br />

opportunities for personal<br />

success and strengthens<br />

the business location and<br />

makes it more competitive<br />

at the same time."<br />

Renate Altenhofer<br />

Initiator Women Leadership<br />

Forum, Managing Partner<br />

maX iconvienna<br />

"Female entrepreneurs<br />

can no longer rely on an<br />

invisible glass ceiling if<br />

something doesn‘t work.<br />

Because it‘s the objective<br />

performance that counts!"<br />

Martina Flitsch<br />

Member of the supervising<br />

board Novomatic AG<br />

"In all areas and at<br />

all levels, the balance<br />

between women and<br />

men and equality is<br />

needed. This does not<br />

exclude entrepreneurship<br />

and leadership."<br />

Ronald Schranz<br />

Partner Austria & CEE<br />

Brunswick Group<br />

Foto: European Brand Institute<br />

Foto: Anna Stöcher<br />

Foto: Petra Spiola<br />

The European Business and Investment Magazine iconannual 111


Women Leadership Forum<br />

(left to right)<br />

Mag. Renate Altenhofer – iconvienna,<br />

H.E. Alexa Wesner – former US Ambassador,<br />

Jasmin Taylor – JT Touristik,<br />

Dr. Kirstin Hanusch-Linser – ÖBB,<br />

Anett Hanck – WLF<br />

(left to right)<br />

Mag. Barbara Sipos – Leadership for<br />

Women, Eva Weissenberger –<br />

News, Ronald Schranz – Brunswick<br />

Group, Mag. Martina Flitsch –<br />

Novomatic, Martina Denich-Kobula –<br />

Frau in der Wirtschaft Wien<br />

Fotos: Katharina Schiffl<br />

"The guest list and the speakers prove<br />

what women have already achieved<br />

in Austria. A look<br />

at the domestic<br />

companies shows,<br />

that we have still a<br />

long way to go."<br />

Foto: www.fotoschuster.at<br />

Claudia Wiesner<br />

Managing Director<br />

Wiener Wiesn´<br />

"Digital transformation also entails major<br />

changes in the working world. In the future,<br />

life-long learning means staying fit and upto-date<br />

with all the rapid changes. A very<br />

good educations, advanced<br />

training and networking<br />

are the essential factors for<br />

women to be successful in<br />

the future working world."<br />

Foto: AIT/Zinner<br />

Brigitte Bach<br />

Head of Center<br />

for Energy AIT<br />

112 iconannual The European Business and Investment Magazine


Branding<br />

Local decision makers and trendsetters like Sigrid<br />

Oblak (Wien Holding), Kristin Hanusch-Linser (ÖBB),<br />

Doris Pulker-Rohrhofer (Wiener Hafen), Evelyn Palla<br />

(ÖBB), Irene Fialka (INiTS), Tatjana Oppits (IBM),<br />

Martina Flitsch (Novomatic) and Women Leadership<br />

initiator Renate Altenhofer pursued the topic, why<br />

self-employment and entrepreneurship in the “Digital<br />

Age” are a great chance for job-related success, especially<br />

for women.<br />

"When I decided to start a business<br />

in 2002, there were basically<br />

only three products that could be<br />

successfully distributed over the<br />

Internet: books, CDs, and travel.<br />

As I have said 'Travel as much as<br />

you can', I decided to have the right<br />

idea at the right<br />

time, so with the<br />

digital revolution<br />

I became the<br />

'Digital Power<br />

Woman'."<br />

Foto: Jens Passoth<br />

Jasmin Taylor<br />

Founder JT Touristik<br />

“Pioneers with potential” like Claudia Wiesner<br />

(Wiener Wiesn), Viktoria Schütze-Pirker (Endlich<br />

durchschlafen), Sophie Martinetz (Seinfield Professionals)<br />

and Bettina Steinbrugger (Erdbeerwoche)<br />

shared their personal experiences to the topic “The<br />

female start-up-power” and gave valuable advices for<br />

the way into autonomy.<br />

Prestigious experts, such as L’Oreal director Corporate<br />

Communications Alexandra Pifl, Stefanie<br />

Klotz (C&A Foundation), Ulrike Wüstenhagen (ORF),<br />

Leadership-Coach Barbara Sipos and Ronald Schranz<br />

(Brunswick Group) showed on the basis of international<br />

Corporate Initiatives how corporations strengthen<br />

female executives and female entrepreneurship.<br />

After the forum, designer Elke Freytag inspired<br />

the about 200 participants with a highly exclusive<br />

Fashion Show. At the following cocktail reception by<br />

ABOTHEK, the invitees had time to deepen and discuss<br />

all the ideas communicated during the event.<br />

"Diversity, collaboration<br />

and networking are the<br />

most important raw<br />

materials of the future."<br />

Kristin Hanusch-Linser<br />

Head of Open Innovation<br />

Lab ÖBB Holding AG<br />

Foto: ÖBB<br />

"In order to survive in a men-dominated world of<br />

executive boards, it pays off for women to beat<br />

men on their own territory – assumed they have<br />

enough female co-workers.<br />

It’s important to be risky,<br />

aggressive, result-oriented,<br />

self-confident and hard, even<br />

if tears flow."<br />

Foto: Privat<br />

Foto: OMV<br />

Anett Hanck<br />

Board Member<br />

Women Leadership Forum<br />

Upcoming<br />

WOMEN<br />

LEADERSHIP FORUM<br />

September 19, 2017<br />

NOVOMATIC FORUM<br />

WIEN<br />

www.womenleadership.at<br />

The European Business and Investment Magazine iconannual 113


Women Leadership Forum<br />

(left to right)<br />

Stephanie Klotz – C&A, Dr. Alexandra Pifl –<br />

L'Oreal, Anett Hanck – WLF, Dr. Ulrike Wüstenhagen<br />

– ORF-Radio, Mag. Evelyn Palla – ÖBB<br />

Personenverkehr, Mag. Doris Pulker-Rohrdorfer –<br />

Hafen Wien<br />

Fotos: Katharina Schiffl<br />

(left to right) Mag. Tatjana Oppitz – IBM Austria,<br />

Jasmin Taylor – JT Touristik, Mag. Dl Dr. Brigitte<br />

Bach – AIT, Dl Sigrid Oblak – Wien Holding,<br />

Dr. Irena Fialka – INiTS<br />

(left to right) Mag. Viktoria Schütze-Pirker – Endlich Durchschlafen,<br />

Claudia Wiesner – Wiener Wiesn, Dr. Kirstin Hanusch-Linser – ÖBB,<br />

Mag. Bettina Steinbrugger – erdbeerwoche, Mag. Sophie Martinetz –<br />

Seinfeld Professional<br />

"'Education 4.0' is more important than<br />

ever before. The proportion of women in<br />

technical professions in Austria is only<br />

around 15%! Digitalization<br />

is omnipresent and<br />

offers enormous possibilities<br />

for change and new<br />

leadership positions."<br />

Foto: Pepo Schuster<br />

Tatjana Oppitz<br />

Country General<br />

Manager IBM Austria<br />

"It is our responsibility to use these new<br />

opportunities to create an environment that<br />

supports and encourages<br />

women, because it is the<br />

only way to consciously<br />

shape the future of<br />

women in leadership<br />

positions."<br />

Sigrid Oblak<br />

Director Wien Holding<br />

Foto: Eva Kelety<br />

114 iconannual The European Business and Investment Magazine


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Sports for Life<br />

Eine Initiative von<br />

Foto: David Zirngast<br />

Foto: David Zirngast<br />

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

Autographs and certain morning rituals are a standard feature.<br />

SPORTS FOR LIFE _<br />

SPORTS FOR GOOD!<br />

SPORTS FOR LIFE! is an initiative of former footballers and<br />

sportsmen aiming to promote football to society, especially to<br />

kids who are socially disadvantaged!<br />

In today’s society it is very important<br />

to lead our children from<br />

indoor to outdoor activities in<br />

order to get them in good trim.<br />

Sports encourages the youth and<br />

connects them – it doesn’t matter<br />

which ethnic or social group they<br />

belong to. Team sports are very important<br />

because they teach children<br />

self-confidence and help them<br />

learn a lot about respect, teambuilding<br />

and other important traits<br />

that will help them in their future<br />

social and working life.<br />

The cooperation between the<br />

SPORTS FOR LIFE!-Foundation<br />

and several sponsors as well as<br />

local associations throughout Austria<br />

ensures a variety of benefits for<br />

children.<br />

Austria’s trade union for football<br />

players (Vereinigung der Fußballer,<br />

VdF) hosts the Bruno-Gala, an<br />

event where footballers and trainers<br />

are being honoured. In terms<br />

of this exclusive event, donations<br />

enable disadvantaged families free<br />

access to the camps.<br />

Foto: Michael Graf<br />

116 iconannual The European Business and Investment Magazine


Branding<br />

STARCAMPS<br />

2016 – 32 Starcamps<br />

with around 750 participating<br />

children.<br />

In cooperation with Merkur Insurance, some Starcamps<br />

offer a special training and performance check which is<br />

highly rated by the participants! Professionals like Louis<br />

Schaub and David Alaba always conjure a smile on the<br />

kids’ faces. For most of them it is the only time they can<br />

experience professional players up close.<br />

Fotos: David Zirngast<br />

Thanks to its unique concept and the support of<br />

many sponsors and communities, STARCAMPS<br />

can offer attractive prices starting from 99€,<br />

which enables access for everyone. This is the<br />

most favorable price offered in Austria, mixed with the<br />

know-how of well-educated and professional trainers.<br />

The main goal of the initiative is to make sports<br />

a part of children daily life on the one hand, and to<br />

provide them with the benefits of teamwork and social<br />

contacts on the other. This way the foundation<br />

attracts many children (7-14 years) and gives them<br />

the opportunity to join the beautiful game of football.<br />

This year, over 750 children took part in 32 camps!<br />

Various professional football players of the Austrian<br />

Bundesliga come to take part in different exercises<br />

in terms of the STARCAMPS’ trainings. The children<br />

have the great chance to train with them and ask individual<br />

questions – an interesting experience for everyone!<br />

Beside the reasons listed above, creating fun and<br />

future prospects for children is SPORTS FOR LIFE!’s<br />

main ambition.<br />

Since 1998 the VdF is highly engaged in the promotion<br />

of young football players. Therefore they have<br />

been successfully promoting the camps for years.<br />

With lots of specific camps and finally with the STAR-<br />

CAMPS (since 2006) the VdF managed to fill the gap<br />

with high quality offers and fair prices. All this became<br />

possible thanks to the support of many authorities<br />

and professional footballers.<br />

The European Business and Investment Magazine iconannual 117


Brand Life Award<br />

A lifetime<br />

for a brand<br />

BRAND [ LIFE ] AWARD<br />

On October 18 th 2016, the brand life award ceremony took<br />

place for the 8th time, awarding Austrian personalities<br />

for their life-time achievement in successfully establishing,<br />

developing and managing brands and brand<br />

corporations.<br />

This year’s winner was the only independent bean-tobar<br />

manufacturer, chocolatier Josef Zotter, who received the<br />

award for his brand Zotter. Amid the applause of the crowd,<br />

the president of the European Brand Institute Gerhard Hrebicek<br />

and IAA vice-president Kristin Hanusch-Linser awarded<br />

Josef Zotter the trophy; the laudation was held by “Wiener<br />

Lustspielhaus” principal Adi Hirschal.<br />

In his acceptance speech Josef Zotter revealed how to<br />

be successful without advertisment. “We never taste the<br />

products we take to the market beforehand.”<br />

Fotos: Katharina Schiffl<br />

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

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

118 iconannual The European Business and Investment Magazine


Branding<br />

Zotter chocolate tasting<br />

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

VGN, Josef Zotter – zotter Schokoladen Manufaktur, Werner Kuhn, MBA – SK Rapid Wien,<br />

KR Dl Dr. Gerhard Hrebicek – European Brand Institute, Iris Sageder<br />

This year’s brand ambassadors were<br />

long-time marketing director of SK Rapid<br />

Wien Werner Kuhn, Vienna Opera<br />

Ball Grand Dame Lotte Tobisch, Kapsch-<br />

CEO Georg Kapsch and media legend<br />

Hans-Jörgen Manstein.<br />

The ceremony attended e.g. Wolfgang<br />

Ebner, Novomatic Forum, Horizont chief<br />

editor Marlene Auer, Markus Burscha,<br />

Donauinselfest-chief Thomas Waldner,<br />

Lyoness manager Silvia Kelemen and Heidemarie<br />

Kipperer, lawyer Gerald Ganzger<br />

and former minister Maria Rauch-Kallat.<br />

The event was sweetened by a chocolate-tasting<br />

provided by Zotter Schokolade.<br />

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

Marlene Auer – Horizont, Dr. Kristin Hanusch-Linser – ÖBB<br />

(left to right)<br />

SK Rapid Wien Team: Thomas Waldner, Barbara Bobek,<br />

Werner Kuhn MBA, Petra Gregorits, KR Hannes Kassil<br />

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

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

The European Business and Investment Magazine iconannual 119


Anzeige<br />

A.S.S.<br />

Anlagen Service System<br />

Die A.S.S. Anlagen Service System GmbH wurde<br />

im Jahr 1995 gegründet und hat seit Herbst<br />

2015 ihren Firmensitz in 1210 Wien, Richard<br />

Neutra Gasse 6. Der Schritt war erforderlich, da<br />

wir nun unser Lager, Firmenzentrale und Fuhrpark<br />

an einem Ort konzentrieren können.<br />

Im Jahr 2013 Eröffnung unseres Büros in Wiener<br />

Neustadt, Am Hauptplatz 19, um unsere Kunden vor<br />

Ort noch besser betreuen zu können.<br />

Unsere Auszeichnungen<br />

• 2014 Erlangung der ISO 9001 Zertifizierung<br />

• 2016 Verleihung des Austria Gütezeichens<br />

Für uns steht der Mensch im Mittelpunkt. Ein von<br />

uns betreutes Haus ist nicht „eines von vielen“, sondern<br />

wir streben im Rahmen unserer Tätigkeiten<br />

nach sozialer Verantwortung. Wir bemühen uns um<br />

Kontinuität bei unseren Mitarbeitern, denn für viele<br />

Hausbewohner ist ein vertrautes Gesicht als Hausbetreuer<br />

wichtig. Unsere Mitarbeiter haben auch stets<br />

ein offenes Ohr für Hausbewohner.<br />

Wir erstellen nun seit über 20 Jahren für unsere<br />

Auftraggeber ein nach deren Bedürfnissen und Anforderungen<br />

individuelles Qualitätskonzept. Dazu<br />

gehören umweltbewusste Reinigungsmittel, laufende<br />

Mitarbeiterschulungen und gezielte Investitionen in<br />

Modernisierungen und Innovationen. Eine gute Organisation,<br />

lückenlose Dokumentation und laufende<br />

Qualitätskontrolle sichern einen reibungslosen Ablauf<br />

und hundert Prozent Zufriedenheit für unsere<br />

Kunden.<br />

Wir sind Ihr Partner, wenn es um Qualität, kompetentes<br />

Service und Kundenzufriedenheit geht.<br />

Unsere Serviceleistungen<br />

• GRÜNFLÄCHENBETREUUNG<br />

Für Ihr Büro/Firmenareal:<br />

Egal ob es sich um die repräsentative, dauerhafte<br />

Pflege Ihres Betriebsareals handelt, ob im Laufe<br />

der Jahre nötige Ersatzpflanzung bzw. umfangreiche<br />

Schnittarbeiten durchzuführen sind, oder ob<br />

es gilt einen Garten zu revitalisieren – wir sind Ihr<br />

Ansprechpartner!<br />

• HAUSREINIGUNG IN WIEN<br />

Sauberkeit benötigt Aufmerksamkeit und Genauigkeit<br />

– unser umfassender Reinigungsservice<br />

kümmert sich um die Reinigung Ihres gesamten<br />

Gebäudes.<br />

• SONDERREINIGUNG IN WIEN<br />

Wir arbeiten für Privathaushalte, Hausverwaltungen<br />

und Unternehmen. Unsere Mitarbeiter haben<br />

stets ein offenes Ohr für Ihre Anliegen.<br />

• IHR WINTERDIENST IN WIEN<br />

Vertrauen Sie auf die A.S.S. und übergeben Sie uns<br />

die wichtige Aufgabe der Schneeräumung!<br />

120 iconannual The European Business and Investment Magazine


Contacts<br />

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

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

Austrian Federal Economic Chamber Wiedner Hauptstraße 62, 1045 Vienna, Austria www.wko.at<br />

Austrian Patent Office Dresdner Straße 87, 1200 Vienna, Austria www.patentamt.at<br />

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

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

Central European Initiative Via Genova 9, 34121 Trieste, Italy www.cei.int<br />

China Council for Brand Development<br />

No 18, Bei San Huang dong Lu, Chaoyang District<br />

100013, Beijing, China www.brand-intl.cn<br />

City of Vienna Rathaus, 1082 Vienna, Austria www.wien.gv.at<br />

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

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

Embassy of the Argentine Republic in Austria<br />

Goldschmiedgasse 2/1, 1010 Vienna, Austria<br />

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<br />

Embassy of the Dominican Repulic in Austria<br />

Embassy of the Republic of Bulgaria in Austria<br />

Embassy of the Republic of Colombia in Austria<br />

Embassy of the Republic of Costa Rica in Austria<br />

Prinz-Eugen-Straße 18, 1040 Vienna, Austria<br />

Schwindgasse 8, 1040 Vienna, Austria<br />

Stadiongasse 6-8/15, 1010 Vienna, Austria<br />

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

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

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

Embassy of the Republic of Guatemala in Austria<br />

Embassy of the Republic of Paraguay in Austria<br />

Embassy of the Republic of Uruguay in Austria<br />

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

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

Wallnerstraße 4/3/17, 1010 Vienna, Austria<br />

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

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

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

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

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

European Youth Award Leopoldskronstrasse 30, 5020 Salzburg, Austria eu-youthaward.org<br />

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

Hartl Resort GmbH<br />

Kurallee 1, Bad-Griesbach-Therme,<br />

94086 Bad Griesbach, Germany www.quellnes-golf.de<br />

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

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

Kommunalkredit Austria AG Türkenstraße 9, 1092 Vienna, Austria www.kommunalkredit.at<br />

Land of Lower Austria Landhausplatz 1, 3109 St. Pölten, Austria www.noe.gv.at<br />

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

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

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

Lyoness Austria GmbH Grazbachgasse 87-93, 8010 Graz, Austria www.lyoness.com<br />

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

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

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

Northwestern University 633 Clark Street, 60208 Evanston, IL, USA www.northwestern.edu<br />

Novomatic AG Wiener Strasse 158, 2352 Gumpoldskirchen, Austria www.novomatic.com<br />

Österreichischer Städtebund Rathaus, Stiege 5, 1082 Vienna, Austria www.staedtebund.gv.at<br />

Peter Affenzeller Oberweitersdorf 7, 4211 Alberndorf, Austria www.peter-affenzeller.at<br />

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

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

TC 066 Kitaigorodskii proezd, dom 7, stroenie 1,<br />

109074 Moscow, Russia www.eicea.ru<br />

United Nations Industrial Development Organization - UNIDO Wagramerstraße 5, 1220 Vienna, Austria<br />

www.unido.org<br />

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

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

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

The European Business and Investment Magazine iconannual 121


www.linsinger.at<br />

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Basic Partitioning and Boundary surveying, Site plans and<br />

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An extract of our references<br />

Hauptstraße 31 | 5600 St. Johann im Pongau, AUT<br />

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


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European Brand Institute GmbH<br />

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T.: +43 1 532 1000 52 | F.: +43 1 532 1000 30<br />

E.: office@europeanbrandinstitute.com


WELTMEISTERLICHE<br />

TECHNOLOGIEN<br />

Gaming innovation starts here.<br />

Dafür steht auch unser Markenbotschafter Niki Lauda.<br />

Denn unseren Erfolg als einer der international führenden<br />

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Mehr dazu auf www.novomatic.com

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