iconannual 2018

Supporting the networking concept of iconvienna the iconbrandannual offers the best place to introduce global potential partners to your latest developments! Covering topics like Branding, Innovation, Smart Cities & Regions 2020, Cooperation & Technology, International Finance & Projects, Energy & Infrastructure & Transport, Branding & IP Rights, Education & Tourism several high-ranked companies, programs, projects and initiatives have been represented.

Supporting the networking concept of iconvienna the iconbrandannual offers the best place to introduce global potential partners to your latest developments!

Covering topics like Branding, Innovation, Smart Cities & Regions 2020, Cooperation & Technology, International Finance & Projects, Energy & Infrastructure & Transport, Branding & IP Rights, Education & Tourism several high-ranked companies, programs, projects and initiatives have been represented.


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Issue <strong>2018</strong><br />

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

presented by <strong>2018</strong><br />


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E.: office@europeanbrandinstitute.com

iconvienna<br />

Editorial<br />




DI Dr. Gerhard Hrebicek<br />

President iconvienna<br />

Editor<br />

Auf den Konferenzschwerpunkt Branding<br />

fokussiert, inspiriert der iconvienna<br />

Brand Global Summit seine Teilnehmer<br />

mit dem diesjährigen Thema<br />

„Innovation needs Branding – Branding needs<br />

Innovation”, und bietet die Möglichkeit Erfah-Focusinrungen und Erfolgsmodelle zum Thema Marke Global Summit will inspire its participants<br />

on branding, the iconvienna Brand<br />

auszutauschen und interessante Diskussionen with this year's theme, "Innovation needs<br />

zu führen.<br />

Branding—Branding needs Innovation"<br />

Das diesjährige Forum hat in den letzten and offers the opportunity to exchange experiences<br />

and models of success on the topic of trade<br />

Jahren seine Horizonte von Nord- und Lateinamerika<br />

über West-, Zentral- und Osteuropa and to hold interesting discussions.<br />

bis nach China erweitert. In diesem Sinne This year's forum has in recent years<br />

freuen wir uns, wieder zahlreiche Vertreter expanded its horizons from North and Latin<br />

von Ost bis West willkommen zu heißen. America to Western, Central and Eastern<br />

Mein besonderer Dank geht auch dieses Europe and China. With this in mind, we are<br />

Jahr wieder an die Stadt Wien und den Bürgermeister<br />

Dr. Michael Häupl für seinen Ehrenresentatives<br />

from East to West.<br />

pleased to once again welcome numerous repschutz.<br />

Ich möchte mich auch bei unseren weiteren<br />

Partnern Wirtschaftskammer Wien und of Vienna and the Mayor Michael Häupl for<br />

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

Österreich, Ministerien und Botschaften, Vertretern<br />

von Regionen, Städten, Unternehmen, other partners, the Austrian Federal Economic<br />

his patronage. I would also like to thank our<br />

Medienpartnern sowie bei allen unseren Beiratsmitgliedern<br />

und dem European Brand Ins-<br />

Industry, the Latin American and Caribbean<br />

Chamber, Vienna Chamber of Commerce and<br />

titute für die gute Zusammenarbeit bedanken. Countries, ministries and embassies, representatives<br />

of regions, cities, companies, media<br />

Für die Zukunft wünsche ich Ihnen gute<br />

Beziehungen. Nutzen Sie dieses Magazin ganz partners as well as all our advisory board members<br />

and the European Brand Institute for the<br />

nach unserem Motto „MAKE CONTACTS TO<br />


good cooperation.<br />

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

Use this magazine according to our<br />

Viel Spaß beim Lesen!<br />


Foto: Katharina Schiffl<br />

Enjoy reading!<br />

The European Business and Investment Magazine <strong>iconannual</strong> 3

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Forewords 7<br />

Greetings 20<br />

Embassies of Argentinia, Bolivia, Bulgaria, China, Costa Rica, Cuba,<br />

the Dominican Republic, Ecuador, El Salvador, Guatemala, Italy,<br />

Nicaragua, Panama, Romania, Russia, Slovakia, Uruguay, and the USA<br />

City, Regions, Cluster 56<br />

European Commission<br />

Central European Initiative<br />

Austrian Institute of Technology<br />

Austrian Association of Cities and Towns<br />

Kommunalkredit<br />

Innovation 66<br />

Municipal Dep. 23 -Economic Affairs, Labour and Statistics<br />


IST Austria<br />

Novomatic<br />

ÖBB Infrastruktur<br />

Kapsch<br />

Leitbetriebe Austria<br />

Wigma<br />

Carbotopia<br />

Initiatives 85<br />

cashback world<br />

Sports for Life<br />

iconvienna<br />

Women Leadership Forum<br />

Brands 100<br />

Coverfoto: istockphoto.com<br />

Lansky, Ganzger + partner<br />

Summerlight Capital Partners<br />

Brand Global Council<br />

China Council for Brand Development<br />

European Brand Institute<br />

EBI Global<br />

Brand Life Award<br />

Certified Brand<br />

Austrian Standards International<br />

ELK<br />

Finanzfuchs<br />

Contacts 130<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: DI Hans A. Gruber KG, Gumpendorfer Straße 5/8, 1060 Vienna;<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. <strong>iconannual</strong> is the official medium of iconvienna and supports the networking concept of this platform.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 5

www.advantageaustria.org<br />

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

organisation of the Republic of Austria. With its more than 100<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 />

around the world can assist you in locating Austrian suppliers<br />

and business partners. We organize more than 1,200 events every<br />

year to bring business contacts together. Other services provided<br />

by ADVANTAGE AUSTRIA offices range from introductions to<br />

Austrian companies looking for importers, distributors or agents<br />

to providing in-depth information on Austria as a business location<br />

and assistance in entering the Austrian market.

iconvienna<br />

Foreword<br />

Make contacts<br />

to contracts!<br />

Dr. René Alfons Haiden<br />

Chairman iconvienna<br />

Ich freue mich, dass auch in diesem<br />

Jahr zahlreiche Teilnehmer und<br />

Teilnehmerinnen den iconvienna<br />

Brand Global Summit besuchen.<br />

Das Forum hat sich zu einer renommierten,<br />

hoch geschätzten Plattform<br />

für Top-Level Networking entwickelt,<br />

wo jedes Jahr internationale hochkarätige<br />

Entscheidungsträger aus vielen<br />

Bereichen aufeinander treffen.<br />

Zum 14. Mal lädt der iconvienna<br />

Brand Global Summit zum Erfahrungsaustausch<br />

und zur Diskussion<br />

aktueller Themen und Trends. <strong>2018</strong> im<br />

Zeichen von Innovation und Branding.<br />

Auch die diesjährige Ausgabe des<br />

<strong>iconannual</strong> bietet wieder interessante<br />

Einblicke in ausgewählte Themenbereiche.<br />

Neben diversen Fachbeiträgen,<br />

handelt das Magazin unter anderem<br />

von internationalem Business, immateriellen<br />

Vermögenswerten, Regionen<br />

und Cluster als Knotenpunkte für<br />

Wachstum und vielem mehr.<br />

Ich wünsche allen Partnern und<br />

Teilnehmern der iconvienna viel<br />

Erfolg und gute Unterhaltung!<br />

Iam pleased that this year many participants<br />

are again attending the<br />

iconvienna Brand Global Summit.<br />

The forum has become a prestigious,<br />

highly valued platform for<br />

top-level networking, where every<br />

year high-profile international decision-makers<br />

come together.<br />

For the 14 th time, the iconvienna<br />

Brand Global Summit invites to<br />

exchange experiences and discuss current<br />

topics and trends. <strong>2018</strong> with the<br />

main topic innovation and branding.<br />

This year's edition of the <strong>iconannual</strong><br />

also offers interesting insights<br />

into special topics. In addition to various<br />

articles, the magazine deals with<br />

international business, intangible<br />

assets, regions and clusters as hubs<br />

for growth and much more.<br />

I wish all partners and participants<br />

of iconvienna a successful<br />

forum!<br />

Foto: Haiden<br />

The European Business and Investment Magazine <strong>iconannual</strong> 7

8 <strong>iconannual</strong> 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 />

Die iconvienna <strong>2018</strong> als<br />

wichtiger Beitrag zur wirtschaftlichen<br />

Zusammenarbeit<br />

in Europa findet bereits<br />

in „vierzehnter Auflage“ als European<br />

Business und Investment<br />

Forum statt. Ziel des Kongresses<br />

ist es, den Kontakt zwischen Führungskräften,<br />

Unternehmern und<br />

Projektpartnern im Raum CEE und<br />

Russland zu fördern. Wien steht<br />

bei dieser Wirtschafts- und Informationsplattform<br />

gleich doppelt<br />

im Fokus: einerseits als Veranstaltungsort<br />

im Herzen des „neuen<br />

Europa“ und andererseits als Vertreter<br />

einer zukunftsträchtigen<br />

Wirtschaftsregion des Kontinents.<br />

Hier an der ehemaligen Grenze<br />

zwischen Ost und West – eine Position,<br />

die Wien durch viele Jahrzehnte<br />

zum Ort von Begegnungen<br />

machte – liegt eine Wirtschaftsregion<br />

mit viel Potential für die<br />

Zukunft. Diese Dialogdrehscheibe<br />

für Ost-West-Kooperationen ist<br />

unsere Stadt geblieben. Denn nur<br />

durch gemeinsames Zusammenwirken<br />

kann die Zukunft Europas<br />

nachhaltig abgesichert werden.<br />

Als Bürgermeister und Gastgeber<br />

für die Stadt Wien freue ich<br />

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 <strong>iconannual</strong> 9

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

Foto: istockphoto.com

Federal Chancellor<br />

Foreword<br />

Challenge innovation _<br />

Take business<br />

opportunities<br />

Sebastian Kurz<br />

Federal Chancellor<br />

Foto: Andy Wenzel<br />

I<br />

am very pleased to welcome you<br />

to Vienna.<br />

We are living in times of profound<br />

changes in technology,<br />

society and business. This presents<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.<br />

The government’s clear goal for<br />

Austria is to become an innovation-leader,<br />

making it one of the<br />

most innovative countries and leading<br />

business location in Europe.<br />

I am deeply convinced that we<br />

need to actively use Austrian potential<br />

to position ourselves internationally<br />

as a pioneer of innovative<br />

entrepreneurship. We need more<br />

readiness to take risks and conviction<br />

for our national ideas to extend<br />

and grow Austrian as a regionbrand<br />

for economic success in all<br />

fields.<br />

The forum's main issues are<br />

innovation and regional development;<br />

focusing on the role of branding<br />

as link and indicator for investments<br />

and growth.<br />

As an integral part of future-oriented<br />

thinking and by connecting<br />

executives, project partners<br />

and entrepreneurs from different<br />

regions, the forum makes us all<br />

better prepared to face future challenges<br />

and recognize upcoming<br />

opportunities.<br />

I therefore warmly thank and<br />

congratulate the organizers of the<br />

14th International Business and<br />

Investment Forum for their active<br />

engagement and wish them and<br />

the participants all the best and an<br />

inspiring event.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 11

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

Fotos: istockphoto.com

Federal Ministry for Digital and Economic Affairs<br />

Foreword<br />

iconvienna _ Veranderung<br />

braucht Vision,<br />

Innovation und Mut<br />

:<br />

Dr. Margarete Schramböck<br />

Bundesministerin für Digitalisierung und Wirtschaftsstandort<br />

Federal Minister for Digital and Economic Affairs<br />

Veränderungen sind ein Grundprinzip<br />

unserer Welt. Sie eröffnen Zukunftschancen,<br />

inspirieren zu neuen Handlungsmaximen<br />

und geben Impulse<br />

für innovative Entscheidungen. Im Moment<br />

erleben wir eine Phase der guten Konjunktur<br />

und die Prognosen sind nach langer<br />

Zeit wieder erfreulich. Der Erfolg von heute<br />

überträgt sich aber nicht automatisch auf<br />

morgen. Dazu braucht es Vision, Innovation<br />

und Mut. Die erfolgreiche Verknüpfung von<br />

Digitalisierung und Wirtschaft wird eine<br />

tragende Rolle spielen - denn beide Bereiche<br />

sind entscheidend für die Entwicklung<br />

unseres Landes und unserer Zukunft.<br />

Was wir bislang im Zuge des digitalen<br />

Wandels erlebt haben, macht deutlich, wie<br />

sehr sich die Welt in den letzten Jahren<br />

verändert hat. Diese Entwicklung ist<br />

zugleich Auftrag an die Politik, aber auch<br />

an alle Unternehmen und Entscheidungsträger,<br />

Österreich und unsere Wirtschaft<br />

an die veränderten Rahmenbedingungen<br />

anzupassen.<br />

Mein Ziel als Bundesministerin für Digitalisierung<br />

und Wirtschaftsstandort ist,<br />

Österreich gezielt als Standort für internationale<br />

Konzerne, innovative Start-ups und<br />

kreative Köpfe zu platzieren und die Herausforderungen<br />

der Zukunft zu meistern.<br />

Ich bin davon überzeugt, dass nur Innovationen<br />

sowie der Blick nach vorne die Welt<br />

verändern und positiv weiterentwickeln<br />

werden. Ob die Digitalisierung eine Erfolgsgeschichte<br />

wird, ist nicht nur eine Frage der<br />

Technik, sondern vor allem des Mindsets.<br />

Als Plattform für internationale<br />

Top-Entscheidungsträger verkörpert die<br />

iconvienna die Grundidee „Make Contacts<br />

to Contracts“ und schafft impulsgebenden<br />

Austausch. Sie ist ein Platz für Visionen<br />

und neue Perspektiven und bietet Gelegenheit<br />

zur Vernetzung nationaler und internationaler<br />

Entscheidungsträger.<br />

Ich wünsche allen Teilnehmerinnen und<br />

Teilnehmern spannende und informative<br />

Tage in Wien bei der 14. iconvienna unter<br />

dem Motto "Innovation needs Branding -<br />

Branding needs Innovation". Nutzen Sie<br />

ihren Aufenthalt in Wien - um gemeinsam<br />

neue Visionen und Pläne zu diskutieren,<br />

um unsere Zukunft positiv zu gestalten.<br />

Foto: Christian Lendl<br />

The European Business and Investment Magazine <strong>iconannual</strong> 13

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

Fotos: istockphoto.com

Lower Austria<br />

Foreword<br />

Niederosterreich ist<br />

ein guter Boden, um<br />

wirtschaftlich tatig<br />

:<br />

:<br />

Foto: BMI/Alexander TUMA<br />

zu sein<br />

Mag. Johanna Mikl-Leitner<br />

Landeshauptfrau von Niederösterreich<br />

Governor of Lower Austria<br />

Der niederösterreichische Wirtschaftsmotor<br />

läuft auf Hochtouren, überall<br />

im Land sind die Auftragsbücher<br />

voll: Im Vorjahr lagen wir mit einem<br />

Wirtschaftswachstum von 2,9 Prozent deutlich<br />

über dem Österreich-Schnitt von 2,2<br />

Prozent, das Exportvolumen für das erste<br />

Halbjahr 2017 betrug 11 Milliarden Euro,<br />

eine Steigerung von 9 Prozent, womit Niederösterreich<br />

im Bundesländervergleich<br />

im Bereich der Zuwachsrate auf Platz zwei<br />

liegt. Bei der Kaufkraft liegt Niederösterreich<br />

sogar auf Platz eins.<br />

Niederösterreich ist also ein guter Boden,<br />

um wirtschaftlich tätig zu sein, Unternehmen<br />

zu gründen, Betriebe anzusiedeln oder<br />

bestehende Betriebsstätten zu erweitern -<br />

nicht umsonst wurde unser Bundesland im<br />

Vorjahr als „Europäische Unternehmerregion“<br />

ausgezeichnet. Das zeigt, dass unsere<br />

Konzepte die richtigen sind und dass man<br />

auch als kleines Land den Wettbewerb mit<br />

den Großen nicht scheuen braucht.<br />

Auf diesen Erfolgen dürfen wir uns<br />

aber nicht ausruhen – wer in die Zukunft<br />

blickt, muss die Standortqualität weiter<br />

ausbauen. Zur Weiterentwicklung des Wirtschaftsstandortes<br />

sind dabei insbesondere<br />

Maßnahmen in den Bereichen Digitalisierung,<br />

Deregulierung und Dezentralisierung<br />

unumgänglich. Und dafür brauchen wir das<br />

Knowhow möglichst vieler Experten, so wie<br />

sie hier bei der iconvienna versammelt sind.<br />

Als Landeshauptfrau von Niederösterreich<br />

darf ich daher alle Teilnehmerinnen<br />

und Teilnehmer dieses Business-Forums<br />

recht herzlich begrüßen und Sie einladen,<br />

sich mit ihrem Pionier-, Innovations- und<br />

Unternehmergeist einzubringen, Kontakte<br />

auszubauen und das Motto „Contacts to<br />

Contracts“ mit Leben zu erfüllen. Von<br />

diesen Inputs profitiert nicht zuletzt auch<br />

der Wirtschaftsstandort Niederösterreich.<br />

So wünsche ich der iconvienna <strong>2018</strong><br />

einen spannenden und informativen Verlauf.<br />

Wenn es Ihre Zeit zulässt, würde<br />

ich mich freuen, Sie im Anschluss in Niederösterreich<br />

begrüßen zu können. Sie<br />

werden sich dabei von einer unserer ganz<br />

besonders großen Stärken überzeugen<br />

können - dem Miteinander des Landes mit<br />

den Wirtschaftstreibenden, den Unternehmerinnen,<br />

Unternehmern und Betrieben.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 15

16 <strong>iconannual</strong> The European Business and Investment Magazine<br />

Foto: WKO

Austrian Federal Economic Chamber<br />

Foreword<br />

iconvienna −<br />

The highlevel<br />

Branding event<br />

in Vienna<br />

Dr. Christoph Leitl<br />

President Austrian Federal<br />

Economic Chamber<br />

Foto: Doris Kucera<br />

Few other events can measure up to the<br />

level of iconvienna, which has established<br />

itself over the years as one of the<br />

key conferences for leading decisionmakers.<br />

I am proud that the fourteenth edition<br />

of this prestigious forum is again taking<br />

place at the premises of the Austrian Federal<br />

Economic Chamber.<br />

Due to its geographic location, Austria–<br />

and particularly the city of Vienna–has<br />

always served as a meeting point and hub for<br />

companies and institutions from all over the<br />

region from the West to the East and Southeast<br />

of Europe.<br />

The aim of iconvienna is the effective promotion<br />

of branding in different applications<br />

in public and private cases. In this context,<br />

this year’s focus on Innovative Entrepreneurship<br />

covers such important issues as financing<br />

measures, regional development and<br />

cooperation. Moreover, the programme brings<br />

high potentials and entrepreneurs from Central<br />

and Eastern Europe together on one table.<br />

It offers them a unique opportunity to discuss<br />

recent developments, bring in new ideas.<br />

Another topic of iconvienna <strong>2018</strong> is how<br />

brands create economic growth, which I consider<br />

to be one of the most crucial arguments<br />

for establishing internationally protected<br />

brands and Know-how. Information Communication<br />

Technology, Big Data and innovative<br />

apps enhance the globalization and promotion<br />

of brands and Know-how and creates the<br />

necessity to develop innovative approaches<br />

and cross-border solutions.<br />

Undoubtedly, iconvienna offers knowledge<br />

update, high-level presentations and topnotch<br />

expert discussions. Hardly anywhere<br />

else can one connect with so many international<br />

experts and business people, develop<br />

international business relations and create<br />

cross-border friendships.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 17

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

Foto: istockphoto.com

Vienna Chamber of Commerce and Industry<br />

Foreword<br />

Internationales Netz<br />

enger knupfen<br />

DI Walter Ruck<br />

Präsident der Wirtschaftskammer Wien<br />

President Vienna Chamber of<br />

Commerce and Industry<br />

Foto: G. Weinkirn<br />

Wir leben in einer dynamischen<br />

Zeit. Wirtschaft,<br />

Arbeitsplätze, Wachstum<br />

und Wohlstand sind<br />

in einem engen Kreislauf miteinander<br />

verbunden – nicht nur national,<br />

sondern längst global. Umso<br />

wichtiger ist es, das internationale<br />

Netz enger zu knüpfen. Iconvienna<br />

- das Europäische Business und<br />

Investment Forum - hat sich als<br />

verbindende Plattform bewährt.<br />

Als Präsident der Wirtschaftskammer<br />

Wien freut es mich besonders,<br />

dass unsere schöne Bundeshauptstadt<br />

wieder Experten aus aller<br />

Welt begrüßen darf. Österreich<br />

liegt im Herzen Europas und ist die<br />

Drehscheibe in den Osten. Umso<br />

wichtiger ist es für uns als kleine<br />

Volkswirtschaft die Kontakte zwischen<br />

heimischen und internationalen<br />

Firmen zu verbessern und<br />

unseren eigenen Standort noch<br />

besser zu positionieren.<br />

In diesem Sinne wünsche ich<br />

allen Teilnehmern interessante<br />

Tage bei iconvienna <strong>2018</strong>, spannende<br />

Vorträge und vor allem viele<br />

neue Kontakte nach dem Motto<br />

„make contacts to contracts“.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 19

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

Foto: Embassy of Argentinia Foto: istockphoto.com

Argentinia<br />

Greetings<br />

Argentina today _<br />

seize the moment<br />

H.E. Rafael Mariano Grossi<br />

Ambassador of Argentinia to Austria<br />

It is a great pleasure for the Argentine<br />

Republic to participate again in Central<br />

Europe’s prominent investment<br />

forum iconvienna.<br />

The Argentine economy is once<br />

again on the path to sustainable<br />

growth. The more than 43 million<br />

inhabitants of the world’s eighth-largest<br />

country generate a GDP of approx.<br />

550 billion USD. The country offers a<br />

modern infrastructure as well as major<br />

investment opportunities in all regions<br />

and economic sectors.<br />

Argentina is one of the world’s leading<br />

food producers, featuring amongst<br />

the world’s largest producers of lemons<br />

and limes, corn, soybeans, soy meal<br />

and soybean oil, sunflower, sorghum,<br />

barley as well as wheat.<br />

Argentina enjoys abundant natural<br />

reserves, amongst them the fourth-largest<br />

shale oil and the second-largest<br />

shale gas reserves. Alongside its natural<br />

resources, Argentina has a vibrant<br />

industrial sector. Beverages, food<br />

processing, chemical and pharmaceutical<br />

products, coke fuel, oil refining,<br />

motor vehicles and automotive components<br />

as well as nuclear fuel manufacturing,<br />

appear as the most important<br />

ones.<br />

Above all economic indicators,<br />

Argentina is proud of its highly qualified<br />

human capital: every year, approx.<br />

110.000 students graduate from Argentine<br />

universities. The country ranks<br />

first in Latin America’s Human Development<br />

Index.<br />

President Macri’s administration<br />

has undergone a series of reforms to<br />

stabilize the economy and opening it to<br />

the world, providing a solid foundation<br />

for growth and inversions.<br />

We invite you to be part of this<br />

transformation!<br />

Foto: Embassy of Argentinia<br />

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Fotos: Embassy of Bolivia

Bolivia<br />

Greetings<br />

Dear readers!<br />

H.E. Dipl. Ing. Victor Alfredo Veltzé Michel<br />

Ambassador of Bolivia<br />

to Austria, Croatia, Hungary and Slovakia<br />

B<br />

olivia has, during the Presidency of Mr. Evo<br />

Morales in 2006, experimented a radical structural<br />

change (Proceso de Cambio). Before Bolivia<br />

was the poorest country of the Region. Natural<br />

resources have been exploited since colonial occupation<br />

in 1525. Alone from the richest Silver Mountain “Cerro<br />

de Potosi” 40,000 Million ounces of Silver have been<br />

extracted and sent to Europe in 250 years. At the Republican<br />

time, since 1825 the natural resources, mostly Tin,<br />

Gold, Silver and Gas were controlled by Multinational<br />

Companies leaving Bolivia in a complete misery. The<br />

first decision of President Morales in 2006, (elected with<br />

54%) changed the rule of the game. The Oil and Mine<br />

Companies were taken 80 % of the revenues and 20 %<br />

for Bolivia. He changed to 80 % for the Government and<br />

20 % for the Companies. Suddenly Bolivia became rich<br />

and started to develop programs mainly for the sake of<br />

the poorest.<br />

Another grave situation was the invasion of the Chilean<br />

army guided by British interests and the loss of the<br />

Atacama Province in 1869 (The richest zone in the world<br />

for Cooper.) and our access to the Sea. Numerous negotiations<br />

and suggestions by World Personalities during<br />

130 years have been made without solution. President<br />

Morales than presented a demand to the International<br />

Court of Justice in 2013. A decision is expected this year,<br />

hopefully to restore the land lock situation.<br />

The Bolivian economic model is, growing fast economy<br />

in the region, represented in the social programs,<br />

health and wealth distribution, infrastructure building,<br />

industrialization of the natural resources. Lithium, natural<br />

gas, iron, petrochemicals will be developed. Bolivia<br />

will be a major player of South American energy production.<br />

Ten million hectares by 2025 to increase agricultural<br />

and cattle production. Extreme poverty was<br />

reduced from 62.9% to 9.9%. Built more than 12,000<br />

schools, lowest unemployment rate in the region 4,48%.<br />

Access to drinking water and electricity; Illiteracy been<br />

eradicated; and second in the world on gender equality<br />

in the Government. With a permanent growth of 5%<br />

annual till 2020.<br />

Tourism is part of the economic engine: The Dakar<br />

Rally, the most unique Salar de Uyuni (Salt Lake) .Lake<br />

Titicaca, the Amazon, the savannah, Chaco, Carnival of<br />

Oruro. The Colonial Cities: Potosi, Sucre, Dinosaur Park.<br />

The new Project of President Morales is the construction<br />

of the Bi-Oceanic Railway between the Atlantic and<br />

Pacific Ocean passing through Brazil – Bolivia – Peru,<br />

The Cable car constructed in La Paz by the Austrian<br />

Doppelmayr has become the Star Project in Latin America.<br />

Bolivia is beautiful and expect that more Austrian<br />

companies get engaged with the Bolivian projects and<br />

host more Austrian tourist.<br />

Foto: Embassy of Bolivia<br />

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Foto: istockphoto.com

Bulgaria<br />

Greetings<br />

United We Stand Strong!<br />

H.E. Dr. Ivan Sirakov<br />

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

It gives me great pleasure to address<br />

you on the pages of <strong>iconannual</strong> at<br />

the same beginning of <strong>2018</strong>. As from<br />

the 1st of January <strong>2018</strong>, for first time<br />

since it became a Member of the EU<br />

in 2007, Bulgaria took over the Presidency<br />

of the Council of EU. It is a big<br />

challenge but also a great responsibility<br />

for my country and its administration.<br />

I am sure that with its firm<br />

commitment to consensus, compromise<br />

and understanding among the<br />

Member States, Bulgaria will master<br />

this important task.<br />

The main focus of our Presidency<br />

is placed on several issues we consider<br />

essential for the future development<br />

of the Union: the European perspective<br />

and connectivity of the Western<br />

Balkans; the Future of Europe and the<br />

young people – economic growth and<br />

social cohesion; security and stability<br />

in a strong and united Europe; digital<br />

economy and skills needed for the<br />

future.<br />

Bulgaria’s Presidency runs under<br />

the motto: “United We Stand Strong”.<br />

As an ambassador I am very glad to<br />

see this principle fully shared in the<br />

framework of intensive cooperation<br />

with Austria, which will take over the<br />

Presidency of the EU Council in the<br />

second half of the <strong>2018</strong>.<br />

The joint aim we have will very<br />

soon find an unexpected expression<br />

in the form of an impressive art project<br />

in the city center of Sofia named<br />

“The Bronze House”. The author of<br />

the 14 meter high sculpture of about<br />

70 tons of bronze elements is a Bulgarian<br />

artist, the installation, supported<br />

by the Austrian side and the Sofia<br />

municipality, is to remain until the<br />

end of <strong>2018</strong>.<br />

Let me take the occasion to wish all<br />

of you a Happy New Year, well-being<br />

and prosperity to Austria and Bulgaria<br />

in a united Europe.<br />

Foto: Romanian Embassy<br />

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Foto: istockphoto.com

China<br />

Greetings<br />

Werte Leserinnen<br />

und Leser!<br />

H. E. Li Xiaosi<br />

Ambassador of the People's Republic<br />

of China to Austria<br />

Die EU und China sind wichtige Partner<br />

in Handels-, Investitionzusammenarbeit.<br />

Beide Seiten haben 2017 eine Handelsbilanz<br />

in Höhe von 616,9 Mrd. USD erzielt.<br />

Das Kapital, die Technologie und die Managementerfahrungen<br />

aus Europa helfen China bei<br />

der Industrialisierung; die chinesischen Produkte<br />

verschaffen europäischen Konsumenten<br />

neue Auswahlmöglichkeiten, der chinesische<br />

Markt bringt 16,000 europäischen Unternehmen,<br />

die in China investiert haben, Gewinne<br />

und chinesische Unternehmen schaffen in<br />

Europa viele Arbeitsplätze.<br />

Seit 40 Jahren der Einführung der Reformund<br />

Öffnungspolitik ist China die zweitgrößte<br />

Volkswirtschaft der Welt geworden und hat<br />

in den letzten 5 Jahren jährlich über 30% des<br />

Weltwirtschaftswachstums beigesteuert. In den<br />

nächsten 15 Jahren wird China voraussichtlich<br />

Waren im Wert von 24 Billionen USD importieren,<br />

2 Billionen USD Investitionen aus dem<br />

Ausland erhalten und genauso viel im Ausland<br />

investieren.<br />

China ist der fünftgrößte Handelspartner<br />

Österreichs und der Handelsaustausch stellte<br />

2017 mit 8,4 Mrd. USD einen neuen Rekord<br />

auf. Die chinesischen Unternehmen haben in<br />

Österreich mit mehr als 40 Projekt über 800<br />

Mio. USD investiert. Österreichs Investitionen<br />

in China betragen ca. 2 Mrd. USD und wickeln<br />

dabei 1,200 Projekte ab. Finanzinstitute beider<br />

Länder haben mehrere Kooperationsabkommen<br />

unterzeichnet. Nach Bank of China wird<br />

nun auch das größte chinesische Geldinstitut<br />

ICBC eine Filiale in Österreich eröffnen.<br />

China ist bereit, mit Österreich in Bereichen<br />

wie Highend-Industrie, Energieeffizienz,<br />

Umweltschutz, Wintersport, Biolandwirtschaft,<br />

internationalem Online-Handel, „Belt<br />

& Road“ enger zu kooperieren. Dank unserer<br />

gemeinsamen Anstrengungen können wir<br />

die chinesisch-österreichischen und chinesisch-europäischen<br />

Beziehungen, insbesondere<br />

unsere Zusammenarbeit in den Bereichen Wirtschaft,<br />

Handel und Investition auf ein neues<br />

Nivaeu heben.<br />

Foto: Embassy of the People's Republic of China<br />

Ich wünsche dem 14. European Business &<br />

Investment Forum viel Erfolg!<br />

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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 />

Costa Rica provides ideal conditions<br />

for long-term and low risk investments<br />

across different business sectors.<br />

Public and private trading partners<br />

throughout the world have discovered<br />

the competiveness of Costa Rica as one of<br />

the most stable and reliable economies in<br />

Latin America.<br />

Our country stands for sustainable,<br />

responsible and high quality production,<br />

and offers industrial parks and a robust<br />

infrastructure. Costa Rica holds a strategic<br />

position in international trade thanks to its<br />

close proximity to the US, and its preferential<br />

access to many other markets in the<br />

world. Companies and investors benefit<br />

from our human capital and the targetted<br />

educational programmes to fit the need of<br />

each industry.<br />

The country enjoys a leading position in<br />

the advanced manufacturing and life science<br />

sectors, which is based on a well-established<br />

educational system and qualified<br />

workforce, a key component of Costa Rica’s<br />

success in developing a thriving high-tech<br />

industry embedded in the Global Value<br />

Chains. As a result, Costa Rica is at the<br />

forefront of production-process sophistication,<br />

and its manufacturing is distinguished<br />

by its high level of complexity and<br />

the diversity of products. The manufacturing<br />

sector has grown significantly since<br />

2000. The numbers of companies and the<br />

employment rates have doubled since, and<br />

productivity has increased by 40%.<br />

By fostering scientific research, Costa<br />

Rica has established a solid life-science<br />

and pharmaceutical industry with more<br />

than 3500 direct employees. Over 90%<br />

percent of companies’ shares are owned by<br />

public institutions that support an exceptional<br />

free public healthcare system. The<br />

industry has grown over 280% within the<br />

last decade, and medical devices are the<br />

number one export good, accounting for 4%<br />

of the national GDP.<br />

In short, Costa Rica is a top investment<br />

destination thanks, amongst other factors,<br />

to its proven track record, stability and<br />

investment incentives, which range from<br />

fast track immigration procedures, and<br />

transparent, expedite online customs services<br />

to the most attractive tax incentive<br />

package in Latin America.<br />

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Foto: Cuban Embassy

Cuba<br />

Greetings<br />

Foreign investment<br />

opportunities in Cuba<br />

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

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

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

International Organizations based in Austria.<br />

Transforming the economy and achieving<br />

a prosperous, efficient and sustainable<br />

society is Cuba’s aim. In order to do<br />

so, foreign investment is a fundamental<br />

source of development and an essential part of<br />

the country’s current strategy.<br />

Last November, at the 35th Havana International<br />

Fair, was presented the latest edition<br />

of the Cuba’s Portfolio of Foreign Investment<br />

Opportunities 2017-<strong>2018</strong>, which contains 456<br />

project proposals representing about $11 billion<br />

in potential foreign investment into sectors<br />

such as tourism, biotechnology, construction,<br />

energy, agriculture, and mining.<br />

The touristic sector includes 152 projects<br />

about building and marketing top-quality<br />

villas and hotels in various regions; hotel management<br />

and commercialization contracts;<br />

marina management agreements.<br />

The energy sector includes 13 projects<br />

based on the development of renewable energy<br />

sources. Among them are wind farms, 11 bioelectrical<br />

plants, and 100MW photovoltaic<br />

solar farms, with 50MW accumulation.<br />

The pharmaceutical industry and biotechnology<br />

sector includes 15 projects: production<br />

of vaccines for cancer treatment; plants for<br />

blood-based products, biomaterials, cytostatic,<br />

oral contraceptive pills and hormones, and<br />

avian vaccines.<br />

The health sector includes 2 projects: quality<br />

of life services, the creation of an international<br />

clinic for sports medicine, anti-doping<br />

control and education.<br />

The Mariel Special Development Zone<br />

(ZEDM) provides a world-class production and<br />

logistics platform for the establishment of companies,<br />

whose productions and services can be<br />

traded in the domestic market or exported.<br />

The Cuba´s Portfolio of Foreign Investment<br />

Opportunities details the country’s investment<br />

advantages, legal structures, and expectations<br />

from foreign investors. Each investment<br />

proposal includes information on the<br />

project’s location, estimated costs, nature of<br />

partnership with Cuban parties, and contact<br />

information.<br />

Foto: Cuban Embassy<br />

The doors to Cuba are opened. Welcome.<br />

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Fotos: Embassy of the Dominian Republic

Dominican Republic<br />

Greetings<br />

The Dominican Republic,<br />

an investment destination<br />

H. E. Lourdes Victoria-Kruse<br />

Ambassador of the Dominican Republic to Austria and Permanent<br />

Representative to International Organizations<br />

I<br />

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

Investment Forum iconvienna <strong>2018</strong>, chaired by Dr.<br />

Gerhard Hrebicek and their outstanding team for<br />

their kind invitation to participate in this important<br />

event, which provides us the opportunity to promote<br />

our countries from a cultural, touristic and above all,<br />

commercial perspective.<br />

The Dominican Republic, in addition to being the<br />

leader of the Caribbean and one of the main countries<br />

of Latin America in the field of tourism, also wishes<br />

to be recognized for its development and advances<br />

in terms of innovation. While it is true that tourism<br />

and free zones represent the main locomotives of the<br />

Dominican Republic’s economy, innovation and technology<br />

have been fortified in a fast and competitive<br />

diversified manner, an action that has contributed<br />

greatly to consolidate our economy as one of the fastest<br />

growing economies in the American continent<br />

over the last decades.<br />

Through its publications “Doing Business”, related<br />

to business opportunities, the World Bank has emphasized<br />

the Dominican Republic among one of the fastest<br />

countries in the process of electronic connections<br />

and the least expensive tax payments. We have combined<br />

electronic and information technology in order<br />

to make the production processes more effective,<br />

which has led to major progress. The Cybernetic Park<br />

in Santo Domingo has greatly aided this development<br />

and after two decades it has become the main innovation<br />

and knowledge center in the Caribbean. Currently,<br />

this institution is recognized as the “Caribbean<br />

Silicon Valley” and it is fostered by the best talents of<br />

the educational, corporate and governmental sectors.<br />

Today, the Dominican Republic continues to<br />

develop and diversify its growth in order to keep and<br />

increase its competitiveness in the region and the<br />

continent, facing the future with a productive inclusion<br />

in the labor market, skilled and equitable human<br />

resources and greater connections between foreign<br />

investments and the domestic economy in pursuance<br />

of all the public, private, social and academic global<br />

actor’s integration.<br />

On behalf of the Dominican government I wish the<br />

greatest success for this event!<br />

Foto: Embassy of the Dominian Republic<br />

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Fotos: Embassy of Ecuador

Ecuador<br />

Greetings<br />

Ecuador, a country<br />

of opportunities<br />

H.E. Carlos A. Jativa<br />

Ambassador of Ecuador to Austria and Permanent<br />

Representative to International Organizations<br />

It is with great pleasure that I extend my<br />

congratulations to the organizers of the<br />

new edition of iconvienna, as an important<br />

forum for promoting entrepreneurship<br />

and investment.<br />

As the President of Ecuador, Lenín<br />

Moreno, has said "we must just not produce<br />

to create wealth… we must produce<br />

to promote well-being".<br />

The capabilities developed in recent<br />

years have allowed Ecuador to become<br />

first for the quality of its highways, and<br />

one of the top three countries in the<br />

region with the best infrastructure for<br />

ports and airports, according to the World<br />

Economic Forum.<br />

90% of our electricity comes from<br />

renewable sources thanks to the eight<br />

hydroelectric megaprojects that have been<br />

built in 9 years with an investment of 5,5<br />

billion dollars. Ecuador not only produces<br />

energy efficiently; it also exports it to Peru<br />

and Colombia.<br />

Ecuador is currently negotiating<br />

agreements with its major partners. An<br />

important step was the entry into force<br />

in January 2017 of the Multiparty Trade<br />

Agreement with the European Union.<br />

The treaty has contributed for more clarity,<br />

transparency and predictability to our<br />

economic relations. As a result, Ecuadorian<br />

exports to the EU have increased in<br />

more than 15% in the last year.<br />

Why then you should invest in Ecuador?<br />

A dollarized economy contributes<br />

to economic stability and low inflation.<br />

Political, legal and tax stability, investments<br />

contracts, tax incentives, developed<br />

logistics and a growing highly<br />

skilled human talent in a country rich in<br />

natural resources (mining, hydrocarbons,<br />

water, agriculture, aquaculture), all serve<br />

the purpose of attaining the objective of<br />

transitioning from an exporter of commodities<br />

to an exporter focused on the<br />

entire value chain. For more information<br />

please visit http://investecuador.ec<br />

Foto: Embassy of Ecuador<br />

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Fotos: Embassy of El Salvador

El Salvador<br />

Greetings<br />

El Salvador:<br />

Great like our people<br />

H.E. Lucía Rosella Badía<br />

Ambassador of El Salvador to Austria and<br />

Permanent Representative to UNO Vienna<br />


PEOPLE (MarcaPaisElSalvador @pais_<br />

marca) is El Salvador’s new country<br />

brand, launched in 2017, promoting the<br />

country as the starting point of great projects,<br />

led by its most valuable asset: its people. With<br />

this initiative, El Salvador has a brand that<br />

represents Salvadorians in all their roles, and<br />

in all the positive traits they have and want the<br />

world to be known about.<br />

I look forward to this year’s iconvienna<br />

Brand Global Summit. Branding is essential<br />

for countries and companies, and strong<br />

brands have to be supported by good practices,<br />

always. The government of El Salvador<br />

has been working on this overall concept in<br />

order to promote identity, history, culture and<br />

opportunities for international business.<br />

Located in the center of the Americas, El<br />

Salvador is an exceptional location as a business<br />

hub. Beside our strategic location, our<br />

trade agreements allow preferential access to<br />

44 countries and around 1,200 million consumers.<br />

Also, El Salvador’s modern infrastructure<br />

interconnects the main cities in the region<br />

and enables efficient logistical operations.<br />

The World Bank’s Doing Business Indicators<br />

rank El Salvador as the 6th easiest country<br />

to do business in Latin America and 2nd<br />

in Central America. The current government<br />

worked in 2017 on improving construction<br />

permit procedures, availability of cost-efficient<br />

electricity rates, tax incentives and ease<br />

of trading across borders in order to create an<br />

even more friendly business atmosphere.<br />

In 2017, Private and Foreign Direct Investment<br />

increased mainly in the areas of energy,<br />

communications, construction, real estate<br />

and trade. We have developed a legal framework<br />

and incentives for investments, facilitating<br />

and guaranteeing their protection, in<br />

order to develop a long term relationship with<br />

our partners.<br />

Want to get to know El Salvador better?<br />

Visit us this November and attend El Salvador’s<br />

International Fair (@CIFCOSV), a networking<br />

platform for countries and companies<br />

interested in doing business not only in El Salvador,<br />

but in the region.<br />

Make sure to leave some free time to visit<br />

our tourism routes: sun and beach (high ranked<br />

surf spots), archaeological sites (Nahuat – Pipil<br />

inheritance) and volcanoes!<br />

Foto: Embassy of El Salvador<br />

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Foto: istockphoto.com

Guatemala<br />

Greetings<br />

Guatemala _ the<br />

logistics and services<br />

center of the region!<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 />

As Ambassador of the Republic of Guatemala,<br />

the largest economy in Central<br />

America I have the honour to invite<br />

you to celebrate yet another year of<br />

iconvienna Magazine success. in promoting<br />

business and trade in Austria and central Europe.<br />

Guatemala's economic stability, steady<br />

growth and foreign investment promotion policies,<br />

offer significant opportunities for European<br />

Union business in sectors such as banking, clean<br />

energy, health, infrastructure and education.<br />

Facilitating access to the Meso-America<br />

Initiative, a market with a population of about<br />

70 million and a large regional economy, Guatemala<br />

has signed free-trade agreements with<br />

numerous countries in the American continent<br />

and overseas, including the Agreement of<br />

Association on Political and Economic Matters<br />

with the European Union<br />

The agricultural sector continues to grow<br />

together with other important industries,<br />

including sugar, textiles and clothing, furniture,<br />

chemicals, petroleum, metals and rubber.<br />

The energy sector presents important opportunities<br />

and attracts around 32 percent of the<br />

total investment in the country and now interlinked<br />

to SIEPAC (Central American Electrical<br />

Interconnection System), Guatemala has become<br />

an important energy exporter to the sub-region.<br />

There is still significant potential for<br />

investment in power generation and electricity<br />

distribution in rural areas and Guatemala<br />

also continues to produce biofuels, given the<br />

country's high yields of sugarcane and palm<br />

oil efficiently.<br />

Guatemala is the logistics and services center<br />

of the region, thanks to its road network and<br />

efficient ports on the Pacific Ocean and Caribbean<br />

Sea, along with renewed airport facilities.<br />

The Multimodal Plan of Works of Priority<br />

Infrastructure, contemplates the development<br />

of infrastructure by air, land and optic fiber to<br />

interconnect the country with the world. Guatemala<br />

is attracting more than US$1.3 billion<br />

in investments through a portfolio of six Public-Private<br />

Partnership infrastructure projects<br />

that will see the construction of an industrial<br />

park on the border with Mexico.<br />

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Fotos: Italienische Zentrale für Tourismus ENIT/Wien

Italy<br />

Greetings<br />

Italy _ a strategic<br />

gateway<br />

H.E. Sergio Barbanti<br />

Ambassador of Italy to Austria<br />

Foto: Embassy of Italy<br />

As Ambassador of Italy to Austria I am<br />

glad to offer you an overview of the<br />

investment advantages in Italy.<br />

Italy is the 3 rd largest economy<br />

of the Eurozone and 9 th largest in the world.<br />

It has a 2017 GDP of over 1.9 trillion dollars,<br />

bigger than Russia, and a population of over 60<br />

million with a per capita GDP of 31,000 USD.<br />

Italy is a strategic gateway to 420 million<br />

consumers in the E.U., after Brexit, and 270<br />

million in northern Africa and the Middle<br />

East. It links Southern Europe to Central and<br />

Eastern Europe.<br />

Italy is the 2nd largest manufacturing<br />

economy in Europe after Germany, and the<br />

8th largest globally. Italy has top positions<br />

for trade surplus in 899 products out of 5,117<br />

marketed goods. Research and innovation<br />

are key elements of Italian excellence.<br />

The following recent reforms have further<br />

improved this excellent basis:<br />

• Tax credit schemes for companies: 25%<br />

to 50% tax credit for investments in R&D,<br />

15% tax credit for investments in machinery/capital<br />

goods. Tax credits for employing<br />

technical and scientific researchers.<br />

Further public incentives for new investments<br />

in manufacturing and R&D, especially<br />

in the South.<br />

• Strict control on the public finance with<br />

deficits under 3%<br />

• Civil justice reforms to make it smoother<br />

and faster<br />

Multinational companies do well in Italy:<br />

they employ 11% of workers, produce 20%<br />

of the domestic turnover and export 26% of<br />

national exports. They have a higher presence<br />

in high-tech sectors, high-level services,<br />

and among the largest companies. The FDI<br />

Confidence Index, Italy ranked 16th in 2017<br />

(19th in 2016).<br />

The Italian Trade Commission (ITA) is<br />

a lead agency for all major investments,<br />

responsible for promoting Italy as a business<br />

location and attracting FDI.<br />

For any further requests, please contact us<br />

in Vienna (vienna@ice.it) or in Rome (coordinamento.ide@ice.it).<br />

The European Business and Investment Magazine <strong>iconannual</strong> 41

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

Fotos: Embassy of Nicaragua

Nicaragua<br />

Greetings<br />

Nicaragua _ an excellent<br />

investment and tourist<br />

destination<br />

H. E. Álvaro José Robelo González<br />

Ambassador of Nicaragua to Austria, Liechtenstein,<br />

San Marino, Greece, Saudi Arabia and United Arab Emirates<br />

The Embassy of Nicaragua expresses its appreciation<br />

and gratitude for the possibility to participate<br />

once again in iconvienna, the European Business<br />

and Investment Forum.<br />

In the recent years Nicaragua has become a country<br />

of international attraction due to the favourable conditions<br />

offered to ease investment and to the sustained<br />

economic growth that has resulted from disciplined<br />

management of fiscal, financial and monetary policies.<br />

There is a constant effort of the Nicaraguan Government,<br />

to collaborate with the private sector in order to<br />

improve macro-economic policies, promote entrepreneurship<br />

and boost commercial activities. This is why<br />

I invite you to explore Nicaragua, one of the most captivating<br />

countries in Central America for investors.<br />

A clear advantage for investors is the fact that over<br />

the last years Nicaragua has consolidated itself as the<br />

safest country in Central America and that it has become<br />

an active participant of the global market while being<br />

member of different organizations, such as the World<br />

Trade Organization (WTO) and also through a variety of<br />

agreements like the Multilateral Investment Guarantee<br />

Agency of the World Bank (MIGA). All these arrangements<br />

and norms regulate the commercial relations<br />

between Nicaragua and the world, making the country<br />

a favourable destination for investments and economic<br />

development allowing better business opportunities.<br />

In 2016 total exports accounted for US$4.84 billion<br />

and the influx of foreign direct investment totalled<br />

US$1.44 billion. As it is well known, education<br />

is a primary source of development and the<br />

Nicaraguan Government has allocated approximately<br />

22% of the gross domestic product to invest in primary,<br />

secondary and higher education.<br />

Nicaragua's population is characterized as flexible,<br />

with good working habits and low rates of absenteeism.<br />

This has allowed Nicaragua to be one of the most competitive<br />

and productive nations of the region in terms of<br />

human capital.<br />

In addition to being a country with great business<br />

opportunities and high safety, I would like to draw the<br />

attention to the potential of my country as a holiday destination.<br />

Nicaragua is a beautiful nation with wonderful<br />

beaches, lakes and volcanoes providing an excellent<br />

experience for those living there. The state compromises<br />

720km of coastline in the Pacific and Atlantic, 28 volcanic<br />

formations, more than 10,000km2 of lakes, lagoons<br />

and rivers, with the second largest lake in Latin America,<br />

which holds appealing islands within that lake. It<br />

has more than 22,088km2 of natural reserve and colonial<br />

cities of great cultural richness, among which Granada<br />

stands out, being one of the oldest cities founded in the<br />

Americas. The tourism sector has experienced strong<br />

growth, turning it into one of the most dynamic economic<br />

segments of the country's economy.<br />

The combination of these features, along with<br />

high public safety levels make Nicaragua an<br />

excellent investment and tourist destination to<br />

be discovered and enjoyed.<br />

Nicaragua is unique!<br />

Foto: Embassy of Nicaragua<br />

The European Business and Investment Magazine <strong>iconannual</strong> 43

44 <strong>iconannual</strong> The European Business and Investment Magazine<br />

Foto: istockphoto.com

Panama<br />

Greetings<br />

Panama, the great<br />

connection<br />

H.E. Paulina Franceschi Navarro, Ph.D.<br />

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

We are proud of contributing to<br />

iconvienna <strong>2018</strong>. It’s an opportunity<br />

to promote our countries and<br />

share with you our heritage, history,<br />

potential and culture.<br />

Panama will lead the economic growth in<br />

the region in <strong>2018</strong>, projected to be 5.6% according<br />

to World Bank estimates, more than double<br />

the regional average, complemented by less<br />

than one percent of inflation, with a dollarized<br />

economy and a political stability of three<br />

decades. We are the natural gateway that connects<br />

you to the Latin American market, our<br />

geographic location is the keystone of our value<br />

proposition; having two of the most active ports<br />

of the region, each moving more than 3 million<br />

TEU, some of which are filled with our famous<br />

“Geisha” coffee, number one in the world.<br />

Tocumen International Airport connects you<br />

to more than 100 cities around the world. In<br />

your next business travel to Latin America, most<br />

likely you will stop in Panama to reconnect via<br />

COPA Airlines to countries in the region.<br />

The Panama Canal, an engineering masterpiece<br />

that has been called "The Eighth Wonder<br />

of the World", provides the highest level of maritime<br />

routes. Seven submarine cables of optical<br />

fibre cross the country through which 100%<br />

of the regional and 97% of international voice<br />

traffic goes through, and 90 % of electronic data<br />

is transmitted.<br />

Panama portrays itself as “The great connection,”<br />

and it opens the door to a market of more<br />

than 500 million people. Logistics and government<br />

incentives have helped Panama to attract<br />

more than 122 multinational corporations to<br />

set their headquarters in the isthmus, many of<br />

them European companies. But we are more<br />

than movement of cargo, planes and data: we<br />

also move people, ideas and cultural exchange.<br />

Panama has a lot to offer: history, culture,<br />

biodiversity, tropical forests, beaches, mountains,<br />

exquisite gastronomy, stable and open<br />

market tailored for your investment, and a melting<br />

pot of native and multi-ethnic people who<br />

embrace challenges.<br />

We divided our territory to unite the world!<br />

Foto: Embassy of Panama<br />

The European Business and Investment Magazine <strong>iconannual</strong> 45

46 <strong>iconannual</strong> The European Business and Investment Magazine<br />

Foto: istockphoto.com Foto: Romanian Embassy

Romania<br />

Greetings<br />

Romania _ a dynamic<br />

business environment!<br />

H. E. Bogdan Mazuru<br />

Ambassador of Romania to Austria<br />

Congratulations to iconvienna for bringing<br />

together investment and business<br />

ideas through this platform of cooperation.<br />

We cannot speak about investments<br />

without mentioning the word innovation.<br />

The European Union and the member<br />

states cannot lag behind in a world where<br />

competition becomes fierce. We should<br />

innovate more and invest more, at home and<br />

abroad. We should become an active global<br />

investor. There is no time to wait or to waste.<br />

Romania encourages a dynamic business<br />

environment through state subsidies granted<br />

to start-ups, small and medium enterprises,<br />

state aid schemes for big investments, fiscal<br />

facilities for companies. Exemption from<br />

income tax for reinvested profit, exemption<br />

from income tax for profit obtained in research<br />

activities, exemption from income tax<br />

for employees working in IT or research<br />

fields are some of the fiscal facilities available<br />

to companies investing in Romania.<br />

In the past years, Romania became a key<br />

investment destination for the IT, automotive<br />

industry and services (Business Process<br />

Outsourcing and Shared Service Centers).<br />

Over the next years, we expect this trend to<br />

continue. Romania’s labor force in this field<br />

is highly qualified. This is one of our competitive<br />

advantages in the region.<br />

During the first half of 2019, Romania<br />

will hold, for the first time, the Presidency<br />

of the Council of the EU. It represents an<br />

opportunity to promote initiatives to foster<br />

investment and innovation. The incentives<br />

for the business environment will be one<br />

of our main goals during the Presidency.<br />

Conditions and state policies for start-ups,<br />

small and medium enterprises need to be<br />

developed in order to have a sustainable economic<br />

growth in the European Union. The<br />

European Union plays an essential role in<br />

fostering investments. The economic cooperation<br />

among the EU member states brought<br />

prosperity to the European citizens and lay<br />

the foundations for the start-ups and technological<br />

innovation, which is the future of our<br />

economies.<br />

Foto: Romanian Embassy<br />

The European Business and Investment Magazine <strong>iconannual</strong> 47

48 <strong>iconannual</strong> The European Business and Investment Magazine<br />

Fotos: istockphoto.com

Russian Federation<br />

Greetings<br />

Dear readers!<br />

H. E. Dmitry Lyubinskiy<br />

Ambassador of the Russian Federation to Austria<br />

On behalf of the Embassy of the Russian<br />

Federation in Austria I am delighted to<br />

welcome the participants of the 14th<br />

European Business and Investment<br />

Forum, which has been known for many years<br />

as an important platform for developing business<br />

ties, securing investments and expanding<br />

contacts network.<br />

The Russian Federation, despite certain<br />

challenges in the past several years, once again<br />

achieved by the end of 2017 economic growth<br />

and an increase in industrial production while<br />

maintaining a low level of inflation. In order<br />

to grasp the significant progress of the Russian<br />

economy it is necessary to consider the pace<br />

of the changes: since the year 2000 the GDP<br />

has increased by 75%, industrial production –<br />

by 60%, the average income of the citizens has<br />

more than tripled. The vast opportunities for<br />

foreign investors are defined by the diversity<br />

of spheres of our economy, varying from agriculture<br />

and extraction of mineral resources to<br />

sophisticated IT-services and space exploration.<br />

Russia has always been a reliable business<br />

partner of the European states. Just last year,<br />

despite the imposed sanctions, we achieved a<br />

24,2% growth of the bilateral trading of goods<br />

with the EU. Russian-Austrian relations serve<br />

as an example of what can be achieved when<br />

there is a mutual will to cooperate. By the end<br />

of the first half of 2017 the amount of Russian<br />

investments in the Austrian economy totaled<br />

at $22,9 billion, Austrian partners invested<br />

$4,7 billion in our economy. There are more<br />

than 1200 companies from Austria currently<br />

doing business in and with Russia.<br />

These positive trends along with Russia's<br />

rightfully earned reputation as a reliable business<br />

partner have been recognized by the<br />

international community as well. Our country<br />

received an honor to host the Winter Olympic<br />

Games in 2014 and is fully prepared to welcome<br />

this year football fans from around the<br />

globe to FIFA World Cup, which will take place<br />

in 11 Russian cities. Events of such scale contribute<br />

to further development and modernization<br />

of the infrastructure and provide endless<br />

opportunities for investors.<br />

We also welcome new foreign business<br />

partners and wish them a successful start in<br />

Russia!<br />

Foto: Richard Pobaschnig<br />

The European Business and Investment Magazine <strong>iconannual</strong> 49

Ideas<br />

that<br />

work<br />

An idea that became a success. The most advanced navigation system Sygic GPS<br />

Navigation, trusted by an incredible 150 million users around the world, comes from<br />

Slovakia. This leading navigation software contains the latest innovative functions that<br />

make travel easy. Every day it has hundreds of thousands of new users. Drive straight<br />

to your destination in safety – that’s a Good Idea!<br />

Nápad premenený na úspech. Najpokročilejšia navigácia Sygic GPS Navigation, ktorej dôveruje<br />

neuveriteľných 150 miliónov používateľov po celom svete pochádza zo Slovenska. Špičkový<br />

navigačný softvér obsahuje najmodernejšie inovatívne funkcie, ktoré sa starajú o komfort<br />

cestujúcich. Denne mu pribúdajú státisíce nových užívateľov. Ísť vždy bezpečne a priamo<br />

za svojim cieľom – to je dobrý nápad!<br />

Making Ideas<br />

Happen<br />

The childhood dream of a flying car has come true! An autonomous hybrid<br />

vehicle capable of flying has been developed by Slovak company AeroMobil<br />

and will soon be commercially available. Investing in ideas in Slovakia<br />

pays off - Good Idea Slovakia!<br />

Detské sny o aute, ktoré dokáže lietať sa menia na skutočnosť! Hybridné vozidlo<br />

s možnosťou letu a perspektívne už aj s autonómnym riadením, ktoré vyvíja slovenská<br />

firma AeroMobil má byť už čoskoro komerčne dostupné. Investovať do nápadov<br />

na Slovensku sa oplatí - Good Idea Slovakia!<br />

50 <strong>iconannual</strong> The European Business and Investment Magazine<br />


Slovakia<br />

Greetings<br />

Good Idea Slovakia!<br />

H. E. Mr. Peter Mišík<br />

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

T<br />

his year, for the first time as the Ambassador,<br />

it is an honor for me to congratulate<br />

iconvienna on the success of the Forum,<br />

which is a unique platform for business<br />

network providing excellent opportunities for<br />

investment and business in key sectors.<br />

Within this year’s headline “Innovation<br />

needs branding – Branding needs innovation”<br />

allow me to emphasize that building a successful<br />

brand is about quality, service, innovation<br />

and differentiation.<br />

Let me attract your attention by presenting<br />

Slovak Brands, for which Branding means Innovation.<br />

ESET, one of the world´s biggest IT security<br />

companies, has been developing its own technologies<br />

since 1987 and has evolved into a full<br />

IT security solutions provider, whose products,<br />

from consumer antivirus software to corporate<br />

endpoint and data security solution, are used in<br />

180 countries.<br />

Sygic, popular navigation system. Today its<br />

GPS software, available in more than 30 languages,<br />

is on sale in 80 countries.<br />

AeroMobil, Slovak company, which has<br />

introduced its flying car prototype AeroMobil<br />

3.0. in October 2014 at the Pioneers Festival in<br />

Vienna. Today is AeroMobil just a step away<br />

from production, making this vehicle a real<br />

groundbreaker in the field.<br />

Slovak companies have entered the path of<br />

innovation by developing globally competitive<br />

products and services in various segments closely<br />

linked with the automotive industry, such<br />

as software development, mechanical and electrical<br />

engineering, industrial automation or<br />

material research.<br />

Global companies, many of them from Austria,<br />

are already reaping the rewards of their<br />

decision to invest in our country. Except strategic<br />

location Slovakia offers advantages to<br />

foreign investors, the Common European currency,<br />

steadily growing infrastructure and one<br />

of the highest GDP growths in the EU.<br />

Slovak Investment and Trade Development<br />

Agency works on implementation of its strategy<br />

under the recently adopted national branding of<br />

the SR “Good Idea Slovakia” in order to attract<br />

foreign direct investment with high added<br />

value potential while offering foreign investors<br />

wide range of free customized services.<br />

Foto: Slovakian Embassy<br />

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

52 <strong>iconannual</strong> The European Business and Investment Magazine<br />

Foto: istockphoto.com Foto: Embassy of Uruguay

Uruguay<br />

Greetings<br />

Uruguay, destination<br />

chosen to invest<br />

and reinvest<br />

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

Ambassador of Uruguay to Austria,<br />

Czech Republic, Hungary and Slovakia<br />

Stability, transparency and international<br />

competitiveness. These characteristics<br />

transform Uruguay into the best destination<br />

to invest in Latin America and one<br />

of the most reliable and attractive in the world.<br />

Recognized international rankings are evidence<br />

of its strong political, legal and social stability as<br />

well as its democratic soundness.<br />

In 2017 Uruguay reached the longest period<br />

of economic growth in its history, consolidating<br />

15 years of expansion at an average annual rate<br />

of 4.3%. Uruguay occupies a strategic position as<br />

the gateway to Mercosur. The country has an FTA<br />

with Mexico, reasons that make it a gateway to a<br />

potential market of 400 million people.<br />

Moreover, its time zone located between the<br />

US and Europe makes it a great complement for<br />

the provision of global services to the region and<br />

the world. Uruguay leads the Development of<br />

ICTs in Latin America (ITU) index. In turn, it is<br />

the country with the highest download speed in<br />

the region thanks to its modern infrastructure<br />

(Akamai 2016)<br />

In Uruguay, Foreign Direct Investment (FDI)<br />

has reached record levels, which has allowed the<br />

country to position itself among the main recipients<br />

of FDI in terms of GDP, in South America. In<br />

addition to being a large recipient of FDI, it is one<br />

of the leading countries in Latin American earnings<br />

reinvestment. This reflects the confidence of<br />

investors in the country, based on the profitability<br />

obtained and the good business climate.<br />

Uruguay is a country with investment grade,<br />

ratified by the main credit rating agencies:<br />

Moody's, Standard & Poor's, Fitch Ratings and<br />

DBRS.<br />

The legal conditions that protect the investor,<br />

the free market of changes and a unique tax<br />

system for the entire territory, are some of the<br />

conditions that make Uruguay an attractive and<br />

safe destination for doing business.<br />

Uruguay has a wide range of incentives<br />

adapted to the different business activity areas to<br />

be developed in the country, whether industrial,<br />

commercial or services.<br />

Montevideo also has the best quality of life in<br />

Latin America (Mercer, 2017) and Uruguay is the<br />

country with the highest income and the best distributed<br />

in the region.<br />

Foto: Embassy of Uruguay<br />

The European Business and Investment Magazine <strong>iconannual</strong> 53

54 <strong>iconannual</strong> The European Business and Investment Magazine<br />

Foto: Quintin Doroquez

United States of America<br />

Greetings<br />

US _ Austrian Business:<br />

Common Goals and<br />

Mutual Benefit<br />

Eugene S. Young<br />

Chargé d'Affaires a.i. of the United States of America<br />

to the Republic of Austria<br />

Congratulations to the European Business & Investment<br />

Forum on the 14th edition of iconvienna!<br />

This conference is a key platform for investment,<br />

entrepreneurship, and economic cooperation,<br />

and we at the American Embassy are proud to be your<br />

partner in that endeavor.<br />

We are experiencing a renewed trade and investment<br />

boom between Austria and the United States, and we<br />

expect the upward trend to continue. Austrian firms are<br />

showing increased interest in investing in and doing<br />

business with the United States.<br />

I would like to highlight some of the top reasons for<br />

that development:<br />

1. World’s Largest Market: With a GDP of $18 trillion<br />

and 325 million consumers, we are the world’s largest<br />

single-country market. U.S. consumers account<br />

for nearly 1/3 of global household consumption.<br />

2. Ease of Doing Business: With a streamlined regulatory<br />

environment that is particularly conducive to<br />

starting and operating a business, accompanied by<br />

dramatically lower corporate tax rates, the U.S. is<br />

consistently top-ranked internationally for ease of<br />

doing business.<br />

3. Nexus of Innovation: A recognized R&D leader, the<br />

U.S. registers more international patents than any<br />

other country. Innovators enjoy robust intellectual<br />

property rights protections, as well as access to<br />

world-class research universities and incubators.<br />

4. Workforce Talent: Our diverse, skilled, innovative,<br />

and mobile workforce is among the most productive<br />

in the world.<br />

Under the banner of SELECTUSA, a program administered<br />

by the U.S. Department of Commerce, we stand<br />

ready to support investment in the United States. Led<br />

by our Foreign Commercial Service, we at the Embassy<br />

will redouble our engagement with the American and<br />

Austrian business communities, as well as with the<br />

new Austrian government, to further strengthen our<br />

economic cooperation.<br />

We believe the success that companies, large and<br />

small, are having in U.S. and Austrian markets is<br />

critical to boosting economic growth on both sides of<br />

the Atlantic. Together, we will continue to strive for<br />

a broadened and deepened European and American<br />

trade and investment partnership, a partnership of<br />

prosperity now in its seventh decade.<br />

I, and the entire American Embassy team, look<br />

forward to continued success with our partners and<br />

friends in Austria.<br />

Foto: U.S. Embassy<br />

The European Business and Investment Magazine <strong>iconannual</strong> 55

European Commission<br />

Cohesion<br />

policy in action<br />

_ in each and every region of Europe<br />

Europe is experiencing an unprecedented period<br />

of change. Globalisation, new technologies and<br />

digitalisation are radically changing our societies,<br />

both socially and economically. It is thus crucial<br />

for the EU to support regions in adapting to these<br />

profound changes, enabling local economies to become<br />

more resilient and ensuring that the benefits of globalisation<br />

reach each and every corner of the Union.<br />

Cohesion policy is Europe's key ally in achieving<br />

this. The aim of cohesion policy is exactly to reduce<br />

disparities between regions, promote balanced and<br />

sustainable development and increase economic, social<br />

and territorial cohesion. It is the EU's main investment<br />

policy, a 'win-win' policy for every region and country<br />

in the EU. They all reap large benefits from it, thanks to<br />

the direct effects of investments and/or indirect effects<br />

like increased trade. Take a careful look around you<br />

and you will definitely notice a school, a bridge, a hospital,<br />

a port or any other project that benefitted from<br />

EU funding and has made a real difference in your life.<br />

An independent expert evaluation found that cohesion<br />

policy investments in the period 2007–2013 had<br />

substantial and tangible results. These range from<br />

job creation, new products launched on the market,<br />

positive impact on reducing regional disparities and<br />

increase in Gross Domestic Product (GDP). For example,<br />

the evaluation showed that 1 euro of investment<br />

in 2007–13 is estimated to generate 2.74 euros of additional<br />

GDP by 2023. This indicates that cohesion policy<br />

will be responsible for nearly EUR 1 trillion of additional<br />

GDP by 2023. The effect is of a similar scale to<br />

the entire EU budgets for 2007–13 (EUR 975.8 billion)<br />

and 2014–2020 (EUR 908.4 billion).<br />

And these results were achieved despite challenging<br />

times, as Europe was hit by the deepest economic<br />

and financial crisis in 80 years. While this crisis<br />

dramatically limited public investment, cohesion<br />

policy remained a lifeline for Europe's regions and<br />

cities. And although regional convergence was modest<br />

over that period, the evaluation also suggests that,<br />

without cohesion policy, EU regions would have faced<br />

divergence instead of convergence.<br />

The figures speak for themselves. More than<br />

1 200 000 jobs were created through cohesion policy<br />

investments up to end 2015. Close to 120 000 research<br />

and innovation projects were supported. 121 400 startups<br />

received financial support through the 2007–2013<br />

programmes, as well as an estimated number of 400 000<br />

small and medium enterprises.<br />

Several measures have been introduced to improve<br />

the quality of investments in 2014–2020. First of all,<br />

a new set of preconditions were introduced which<br />

Member States have to fulfil in order to receive support<br />

from cohesion policy. The aim is to make sure that<br />

Member States have the right conditions for investments<br />

in place, so that the funding achieves the great-<br />

56 <strong>iconannual</strong> The European Business and Investment Magazine

City, Regions, Cluster<br />

Foto: KobusArt<br />

Corina Cretu<br />

European Commissioner<br />

for Regional Policy<br />

est impact. Part of these pre-conditions, regions need<br />

to develop 'smart specialisation' strategies, to enable<br />

each region to identify and develop its own competitive<br />

advantages, to be able to compete and thrive in<br />

the world economy—and to boost growth and jobs in<br />

Europe. And, last but not least, the current rules which<br />

govern the investments made until 2020 have a stronger<br />

focus on results, where our programmes set clear<br />

and specific objectives, with clear results that Member<br />

States need to achieve.<br />

Today, more than 120 smart specialisation strategies<br />

are in place in the EU and they have made a real difference<br />

in the way European regions and Member States<br />

design their innovation strategies. They are reinforcing<br />

cooperation within their innovation eco-systems,<br />

breaking silos between researchers and businesses and<br />

seeking complementarities with other regions.<br />

But many more challenges loom ahead, in this journey<br />

to make our regions more competitive through<br />

investments in innovation. The European Structural<br />

and Investment Funds will mobilise in 2014–2020 over<br />

EUR 65 billion for innovation. Funding will be focused<br />

on the type of innovation that is relevant for each region,<br />

its industries and citizens. Other European instruments<br />

such as Horizon 2020 and the EU programme for the<br />

Competitiveness of Enterprises and Small and Medium-sized<br />

Enterprises (COSME) are available to complement<br />

these efforts of cohesion policy.<br />

The 2014–2020 funds plan to support 1.1 million<br />

small and medium enterprises, leading directly to the<br />

creation of a further 420 000 new jobs. They will help<br />

more than 7.4 million unemployed people find a job<br />

and—another 2.2 million people find a job within six<br />

months after they completed training co-funded by the<br />

programmes. In addition, they will enable over 8.9 million<br />

people to gain new qualifications.<br />

Moreover, investments in transport will remove<br />

bottlenecks, reduce travel times and promote sustainable<br />

mobility, through more urban trams and metros,<br />

for instance. Under cohesion policy programmes,<br />

on the trans-European transport network, more than<br />

4 600 km of railway lines will be renovated, 2 000 km<br />

of new roads will be built. 750 km of new or improved<br />

tram and metro lines will be put in use.<br />

Cohesion policy is also making a substantial investment<br />

in social infrastructure. Some 6.8 million children<br />

will gain access to new or modernised schools and<br />

childcare facilities, and 42 million people to improved<br />

healthcare services under the investments made in the<br />

period 2014–2020.<br />

In parallel, under territorial cooperation programmes<br />

(Interreg) 240 000 people will participate in<br />

cross-border mobility initiatives and 6 900 businesses<br />

and 1 400 research institutions in research projects.<br />

The figures above show what significant and concrete<br />

results cohesion policy brings to Europe through<br />

just one seven-year cycle of programmes. And yet they<br />

are just a sample of what cohesion policy can do. Its<br />

effects are countless and growing over time. I assure<br />

you that I will continue to do whatever I can in my<br />

capacity as Commissioner to help all regions take full<br />

advantage of the numerous investment and growth<br />

opportunities that arise in the framework of the World's<br />

largest internal market: the European Union.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 57

Central European Initiative<br />

Foto: CEI<br />

CEI<br />

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

established the Central European Initiative<br />

(CEI) in 1989, immediately after the<br />

Berlin wall came down. Since its inception,<br />

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

into the largest and oldest regional intergovernmental<br />

forum, 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 <strong>2018</strong>-2020, are focusing on supporting<br />

its Member States on their path towards European<br />

integration; promoting the alignment of the CEI<br />

Member States to EU standards; implementing small<br />

and medium-sized projects and converting constructive<br />

ideas into innovative results. In order to offer<br />

a solid contribution to European integration the CEI<br />

combines political dialogue (multilateral diplomacy)<br />

and project management, both as donor and recipient,<br />

while also bridging European macro-regions.<br />

Through its project-oriented working method, the<br />

CEI is also a flexible basis for regional cooperation<br />

of its Western Balkan countries and the three Eastern<br />

Partners (Belarus, Moldova and Ukraine). The<br />

CEI is paying special attention to its non-EU Member<br />

States’ need for capacity building through knowhow<br />

transfer and exchange of experience with its EU<br />

countries, thus also providing sound evidence of the<br />

permanent validity of its mission in these difficult<br />

times of political turbulence and economic crisis.<br />

Its unique geographical position makes the CEI<br />

the only regional international organisation connecting<br />

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

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

organisation providing a peer-to-peer environment<br />

for bridging experience and synergising the new<br />

added values of the macro-regional approach to the<br />

complexity of transnational governance and programming.<br />

Funds, Instruments & Figures:<br />

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

machinery, our strong operational character and<br />

project-oriented approach, our manifold activities in<br />

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

environment as well as our investment in a<br />

knowledge-based economy have served and are going<br />

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

and 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 of<br />

cooperation 2 :<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 />

58 <strong>iconannual</strong> The European Business and Investment Magazine

City, Regions, Cluster<br />

Botschafterin Dr. Margot Klestil-Löffler<br />

Alternate Secretary General<br />

Central European Initiative<br />

a strategic approach<br />

to regional cooperation<br />

Foto: Vojtech Vlk<br />

Our 20-plus-year partnership with the European<br />

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

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

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

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

which the Italian Government has solely made a total<br />

contribution of €38.5 million, mainly provides granttype<br />

assistance for specific components of Technical<br />

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

Fund has provided more than €23 million for funding<br />

more than 130 TC assignments, mobilising €4.8<br />

billion of international investments in the countries<br />

of operations. For one euro spent on CEI Technical<br />

Cooperation, €215 had been invested by the EBRD<br />

and other IFIs.<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<br />

Austria through an agreement with the Austrian<br />

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

around €730.000 for 26 projects.<br />

Poland had also contributed with €50.000 to co-financed<br />

projects.<br />

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

Plan of Action <strong>2018</strong>-2020, the CEI is also promoting<br />

result-oriented projects by participating in<br />

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

29 EU-funded projects, where the CEI operates both<br />

as Lead Partner and as a reliable, effective partner in<br />

key sectors of transnational cooperation, e.g. transport,<br />

science and innovation, renewable energy, cultural<br />

heritage, capacity building. This operational<br />

participation in the implementation of the EU policies<br />

is also the mainstream of our concrete ties with<br />

the European Commission as mandated by our Foreign<br />

Ministers.<br />

The CEI Science and Technology Network with<br />

universities is also a proven and effective tool for<br />

promoting regional cooperation in the academic<br />

and scientific fields. The contacts established over<br />

the years with renowned universities and Centers<br />

of Excellence of the entire region are contributing<br />

to fostering mobility of scientists, professors and<br />

graduate and post-graduate students as well as to the<br />

development of tangible programs and projects.<br />

This CEI expertise in the implementation of<br />

transnational projects is also very important in view<br />

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

and of the Eastern Partnership, where most of<br />

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

have a role to play for the benefit of the CEI<br />

non-EU Member States. Bringing them closer to the<br />

European Union in a very consistent way to reach<br />

the strategic goal driving our activity. We are active<br />

in the EU Strategy for the Danube Region (EUSDR),<br />

we are contributing to the EU Strategy for the Adriatic<br />

- Ionian Macro-Region (EUSAIR) and to the just<br />

announced Strategy for the Alpine Region (EUSALP).<br />

The European Business and Investment Magazine <strong>iconannual</strong> 59

Austrian Institute of Technology<br />

Innovationscluster<br />

als Chance fur den<br />

Wirtschaftsstandort<br />

:<br />

Die europäischen Klimaschutzziele können nur<br />

durch den Umstieg auf erneuerbare Energien<br />

und die Steigerung der Energieeffizienz erreicht<br />

werden. Das stellt vor allem für die produzierende<br />

Industrie eine enorme Aufgabe dar, denn<br />

immerhin ist dieser Industriesektor für rund 30<br />

Prozent des österreichischen Energieverbrauchs<br />

verantwortlich.<br />

Große Herausforderungen wie die Dekarbonisierung<br />

der Industrie können nur in enger<br />

Zusammenarbeit zwischen Wissenschaft,<br />

Technologieanbietern und produzierenden<br />

Unternehmen gelöst werden. Die vom Klima- und<br />

Energiefonds geförderte Vorzeigeregion „NEFI – New<br />

Energy for Industry“ vereint diese Player in einem<br />

Innovationscluster, um die Energiewende in der<br />

Industrie zu ermöglichen, internationale Sichtbarkeit<br />

der Partner zu erreichen und den Wirtschaftsstandort<br />

Österreich zu stärken.<br />

Innovationscluster aus Wirtschaft und Forschung<br />

Im Vorjahr wurde „NEFI – New Energy for Industry“<br />

als eine von drei Vorzeigeregionen ausgewählt, um<br />

Energieinnovationen in Österreich voranzutreiben.<br />

Es soll demonstriert werden, dass eine vollständige<br />

Dekarbonisierung und der Einsatz von bis zu 100<br />

Prozent erneuerbarer Energie in der Industrie mit<br />

Innovationen aus Österreich machbar, wirtschaftlich<br />

sinnvoll und ökologisch vorteilhaft ist. Da Energie<br />

eine breite Palette an Industriesektoren betrifft,<br />

ist der vom AIT koordinierte Cluster mit seinen<br />

über 80 Unternehmen entsprechend breit aufgestellt:<br />

Technologie-KMUs sind ebenso vertreten wie große<br />

produzierende Unternehmen aus den Branchen<br />

Lebensmittel, Maschinenbau, Chemie, Zement, Stahl,<br />

Kunststoff und Tourismus. Dazu kommen 14 Forschungseinrichtungen<br />

und fünf öffentliche Institutionen.<br />

Durch die rasanten Entwicklungen im Bereich der<br />

Digitalisierung, Stichwort Industrie 4.0, eröffnen sich<br />

völlig neue Chancen zur Flexibilisierung des Energiesystems<br />

und industrieller Prozesse.<br />

Im Vordergrund steht ein systemischer Ansatz,<br />

in dem das Unternehmen wichtiger Teil eines integrierten<br />

Energieverbundes ist. In zahlreichen Einzelprojekten<br />

werden daher in den kommenden acht<br />

Jahren in einem offenen Innovationsprozess Energietechnologien<br />

mit Leuchtturmcharakter entwickelt<br />

und demonstriert. Die Schwerpunkte reichen von<br />

der Einbindung innovativer Prozesstechnologien in<br />

60 <strong>iconannual</strong> The European Business and Investment Magazine

City, Regions, Cluster<br />

Foto: shutterstock/stockphoto mania<br />

Foto: Johannes Zinner/AIT<br />

Mag. DI Dr. Brigitte Bach, MSc<br />

Austrian Institute of Technology<br />

Head of Center for Energy und<br />

Leiterin NEFI Innovationscluster<br />

„Der Innovationscluster<br />

NEFI soll zeigen, dass<br />

innovative Technologien<br />

‚made in Austria‘ einen<br />

wesentlichen Beitrag<br />

zur Energiewende<br />

und zur Stärkung des<br />

Wirtschaftsstandorts<br />

Österreich leisten<br />

können.“<br />

industrielle Systeme über industrielle<br />

Abwärmenutzung und Speichertechnologien<br />

bis hin zur Einrichtung<br />

unternehmensübergreifender Energiegemeinschaften.<br />

Win-Win-Situation für Clusterpartner<br />

und Wirtschaftsstandort<br />

NEFI erfüllt gleich mehrere Vorgaben<br />

der österreichischen „Energie<br />

Forschungs- und Innovationsstrategie“,<br />

die im Vorjahr vom Bundesministerium<br />

für Verkehr, Innovation<br />

und Technologie und dem Klimaund<br />

Energiefonds präsentiert wurde.<br />

Als entscheidend für die erfolgreiche<br />

Positionierung österreichischer<br />

Energietechnologieanbieter werden<br />

dort die Umsetzung großformatiger<br />

Demonstrationsprojekte, die aktive<br />

Vernetzung und Kooperation sowie die strategische<br />

Bündelung von einzelnen Stärken zu umfassenden<br />

Lösungsangeboten in Form von Clustern genannt.<br />

Heimische Technologien, die im Zuge von NEFI entwickelt<br />

und demonstriert werden, können so auch<br />

auf den Weltmarkt ausgerollt werden und erhöhen<br />

damit die Wettbewerbsfähigkeit der am Cluster beteiligten<br />

Technologieanbieter. Immerhin haben sich die<br />

Umsatzerlöse mit Öko-Innovationen in den vergangenen<br />

Jahren österreichweit vervierfacht und werden<br />

weltweit rund zwei Billionen Dollar jährlich in<br />

Energietechnologien investiert. Auch die heimische<br />

produzierende Industrie profitiert durch niedrige<br />

Energiekosten, die einen wichtigen Standortfaktor<br />

darstellen. Energieinnovationen haben daher große<br />

Bedeutung für die nachhaltige Sicherung des Wirtschaftsstandorts<br />

Österreich, zählt die Industrie hierzulande<br />

doch knapp 380.000 Beschäftigte mit einer<br />

Wertschöpfung von mehr als 87 Mrd. Euro.<br />

Foto: Lukas Lang<br />

The European Business and Investment Magazine <strong>iconannual</strong> 61

Austrian Association of Cities and Towns<br />

Smart City,<br />

Science City:<br />

City Brands work _<br />

if the city works on its brand...<br />

DI Melanie Dobernigg-Lutz, BSc<br />

More than ever, Innovation, Cooperation and<br />

Branding are important fields of activity for<br />

cities and urban regions. „Smart City“ is a significant<br />

political statement, that works inside<br />

and outside the city: to the outside (e.g. investors) it<br />

shows the innovative and future oriented attitude of<br />

the public actors—within the city it is a clear development<br />

parole. Thanks to Austrian funding programs like<br />

„Smart Cities/Smart Urban Regions“ (Austrian Climate<br />

and Energy Fund) and „Stadt der Zukunft/City of the<br />

Future“ (Ministry of Transport, Innovation and Technology)<br />

continuous financing of intelligent new strategies<br />

and research projects for cities is ensured. Such<br />

efforts led to the establishment of more than 40 “Smart<br />

Cities & Regions” and „Smart Grids Model Regions“.<br />

Since 2015 the Austrian Association of Cities and Towns<br />

(AACT) has used the chance to present some of their<br />

„smart“ members on the Expo Real in Munich. Starting<br />

in 2015 with the Smart Cities Leoben, Bruck/Mur,<br />

Graz, Vienna and Innsbruck, this year the Smart Cities<br />

Salzburg and Villach were invited to present their initiatives<br />

at the „Intelligent Urbanization Forum“. Under<br />

the title „Innovative Cities : Made in Austria“ best practices<br />

of and within Austrian cities were shown at the<br />

Expo Real, Europe's largest real estate and investment<br />

trade fair: 2,003 companies, cities and regions from 35<br />

countries exhibited at the show and more than 40,000<br />

participants from 75 countries visited the Expo.<br />

With their success the Smart Cities Salzburg and<br />

Villach inspire other cities to engage in Smart City projects<br />

and strategies. The exhibition showed a vary of<br />

the most interesting and innvoative research results as<br />

well as flagship projects when it comes to technological<br />

development for optimizing and modernising buildings,<br />

integrated energy systems and infrastructures for<br />

the necessary change to prevent urban heat (effects). 1<br />

The new research centre in Itzling, Salzburg, for example,<br />

is the core element of the „Science:City Salzburg“<br />

and boosts the Smart City Salzburg with projects like<br />

"Smart Itz Goes" and "Itz Smart". Amongst other key<br />

aspects of activity, Villach is in close cooperation with<br />

the technology experts of Infineon, working together<br />

on new mobility solutions for the urban future. Furthermore<br />

Villach is part of the federal „Silicon<br />

Austria“ strategy, where techonological innovation in<br />

the micro-electronics sector shall be pushed further by<br />

a substantial funding programm.<br />

1 For more information see: www.smartcitysalzburg.at and https://www.villach.at/stadt-service/energie/smart-city-villach<br />

62 <strong>iconannual</strong> The European Business and Investment Magazine

City, Regions, Cluster<br />

The team of the Smart City Salzburg<br />

(starting on the right): Dr. Andreas<br />

Schmidbaur, Head of Urban Planning<br />

Department, Alexander Schrank, Head<br />

of Building Department, Franz Huemer,<br />

Coordinator of Energy and Smart City,<br />

and their collegues Irina Brunner and<br />

Julia Rafetseder<br />

Foto: Markus Mayr/Lichtkammer<br />

Foto: Heiko Stahl<br />

Foto: PostAuto Schweiz<br />

Foto: AACT<br />

Great success for the Austrian Smart Cities exhibition<br />

at the Expo Real 2017 in Munich<br />

The „5 th Austrian Urban Region Day“ in Lienz intensely discussed<br />

the benefits of Urban-Rural-Partnerships<br />

(Smart) Functional Urban Regions<br />

Smart Cities don't act at their best if they don't cooperate<br />

with their surrounding municipalities. Especially<br />

the challenges of supply demand a regional solution.<br />

It is important to force, foster and fund such actions.<br />

In Austria this—again—is ensured by a funding program<br />

of the Climate and Energy Fund, that already led<br />

to 99 „Climate and Energy model regions“ and—quite<br />

recently—the „Climate Adaption Model Regions“.<br />

The most urgent challenges of our time will better be<br />

solved together – no matter if we talk about a metropolitan<br />

area like Vienna or a smaller town that functions as<br />

a regional center for its surroundings: The „Stadtregion+/The<br />

City Region+“ in and around Vienna or the<br />

„Grazer Zentralraum/The Central Region of Graz“ are<br />

well established and work on concrete city-regional<br />

solutions concentrating on mobility, sustainable spatial<br />

and settlement development and the safeguarding<br />

of recreational areas in growing agglomerations. Also<br />

smaller urban regions like the „Zukunftsraum Lienzer<br />

Talboden/The Futurespace Valley of Lienz“ with its 15<br />

communities engage ambitiously in common projects<br />

like a communal fiber-optic network for the region, its<br />

enterprises and inhabitants. They presented this and<br />

other successful projects at the „5 th Austrian Urban<br />

Region Day“ 2 in Lienz, an annual event where innovative<br />

cooperation projects of and within urban areas<br />

are presented and discussed, to force further and new<br />

cooperations for a better future in our prospering urban<br />

hot spots throughout Austria.<br />

More than ever, Innovation, Cooperation and<br />

Branding are important fields of activity for cities and<br />

urban regions - to fulfill the increasing load of public<br />

tasks and to present an attractive and singular location<br />

profile.<br />

2 Read more here: www.stadtregionen.at<br />

The European Business and Investment Magazine <strong>iconannual</strong> 63

Kommunalkredit Austria AG<br />

demand<br />

Significant<br />

for investments in<br />

Infrastructure by its very nature is essential<br />

Infrastructure investments can serve as a<br />

powerful tool for answering social needs and<br />

fundamentally increasing the general well-being<br />

of communities. They create the basis for prosperity<br />

and a high quality of life. Modern infrastructure<br />

is an indispensable prerequisite for the<br />

sustainable use of resources and for a successful<br />

approach to deal with climate change.<br />

The European Investment Bank (EIB) forecasts<br />

spending required to reach the targets of the<br />

Europe 2020 strategy at EUR 150bn to EUR<br />

200bn per year. 1 Investment demand is particularly<br />

high in the sectors of energy (especially renewable<br />

energy), transport, social infrastructure and<br />

communications technology.<br />

As the financial latitude of the public sector is<br />

decreasing on account of the high level of government<br />

debt and budget caps, a shift from classic budget<br />

finance to project finance continues to occur thanks<br />

to private funding. In 2017, more than 60% of all<br />

infrastructure schemes in Europe were implemented<br />

through project finance. 2 Commercial banks continue<br />

to be a main source of debt for infrastructure projects.<br />

However, a host of other funders and products have<br />

appeared given the increasing acceptance of infrastructure<br />

as an asset class in its own right. For institutional<br />

investors seeking stable long-term cash flows<br />

from a sustainable asset class, this offers an opportunity<br />

for real return enhancement in the current lowyield<br />

environment.<br />

Kommunalkredit’s business model<br />

Kommunalkredit contributes to the sustainable success<br />

of infrastructure projects that improve the quality<br />

of people’s lives. The bank provides tangible benefits<br />

to the community in terms of economic dynamism,<br />

job creation, social cohesion, urban development and<br />

climate change.<br />

By combining in-depth industry expertise and<br />

structuring know-how with the financing ability of a<br />

bank and strong relationships with international clients<br />

und investors, Kommunalkredit achieves strong<br />

impact for its clients and generates sustainable value<br />

for its stakeholders. The bank enables the implementation<br />

and operation of infrastructure, bridging the<br />

needs of project sponsors and institutional investors.<br />

Backed by two international and long-term oriented<br />

shareholders, Kommunalkredit positions itself<br />

as a leading market player in the European infrastructure<br />

market, concentrating on energy & environment,<br />

social infrastructure & communications technology<br />

and transport.<br />

1 European Investment Bank, The Europe 2020 Project Bond Initiative – Innovative Infrastructure Financing, January 2017.<br />

2 Infrastructure information platform “Inframation”.<br />

64 <strong>iconannual</strong> The European Business and Investment Magazine

City, Regions, Cluster<br />

infrastructure<br />

to the efficient functioning of society.<br />

In 2017, Kommunalkredit<br />

managed to close 26 projects in<br />

13 countries with commitments<br />

worth EUR 635.2m. The new<br />

business portfolio was highly<br />

diversified in terms of product,<br />

region and asset class with attractive<br />

risk/return profiles. It was<br />

distributed across various asset<br />

classes, with the energy & environment<br />

segment accounting for<br />

39% of the total volume, transport<br />

for 38% and social infrastructure<br />

& communications technology<br />

for 23%. Kommunalkredit provided<br />

finance for both brownfield<br />

projects and greenfield projects.<br />

Collaboration between<br />

public entities and private<br />

partners as an efficient form of procurement<br />

Against the background of the limited financial latitude<br />

allowed to public budgets, the collaboration<br />

between public entities and private partners offers an<br />

efficient and transparent form of procurement for the<br />

public sector. In such a cooperation the private partner<br />

Foto: Petra Spiola<br />

Mag. Alois Steinbichler<br />

Chief Executive Officer of<br />

Kommunalkredit Austria AG<br />

(usually a special purpose company<br />

with significant private-investor participation)<br />

agrees to deliver a public<br />

infrastructure project and service<br />

under a long-term contract. The private<br />

partner assumes various project<br />

risks, notably with regard to designing,<br />

building, operating and financing<br />

the project. In practice, two<br />

models are widely used: The public<br />

authority either pays an availability<br />

fee to the private partner as soon as<br />

the infrastructure is available (availability-based<br />

model) or gives the<br />

private partner the right to generate<br />

revenues from the provision of the<br />

infrastructure (concession-based<br />

model).<br />

The conditions for the European<br />

infrastructure market are unlikely to<br />

change significantly in <strong>2018</strong>. Kommunalkredit expects<br />

demand for European infrastructure assets to remain<br />

high in <strong>2018</strong>. The bank foresees numerous transactions<br />

in markets such as Germany, France, Spain, the UK<br />

and Scandinavia.<br />

www.kommunalkredit.at<br />

The European Business and Investment Magazine <strong>iconannual</strong> 65

Municipal Department 23 _ Economic Affairs, Labour and Statistics<br />

Vienna<br />

An Innovative<br />

Metropolis<br />

Mag. Elisabeth Unger - Research, Technology and Innovation Section<br />

Municipal Department 23 – Economic Affairs, Labour and Statistics<br />

Vienna City Administration<br />

When it comes to quality of life, infrastructure and<br />

innovation, Vienna is among the most successful<br />

cities of the world. The metropolitan area of<br />

Vienna is not only a location for the headquarters<br />

of numerous Austrian and international corporations,<br />

it is also a place where research and development<br />

activities converge at universities as well as<br />

in extramural research institutions and enterprises.<br />

Building on the first RTI (Research, Technology,<br />

Innovation) strategy “Wien denkt Zukunft”<br />

(“Vienna Looks to the Future”, 2008) and “Smart<br />

City Wien”, the framework strategy adopted<br />

in 2014, the strategy “Innovative Vienna 2020” was<br />

developed in a far-reaching participatory process and<br />

adopted by the Vienna City Council in 2015..<br />

From the perspective of a growing metropolis, future<br />

urban challenges require comprehensive systemic solutions.<br />

This is also reflected in the objectives of “Innovative<br />

Vienna 2020”: Vienna as a “city of opportunity”,<br />

with an “innovative city administration” and “Vienna<br />

as a place where different people meet”. The definition of<br />

innovation applied in this context is deliberately broad,<br />

going far beyond technological innovation. Social,<br />

organisational and artistic innovations are included<br />

and open innovation is very important in view of<br />

demand-side involvement in innovation processes.<br />

Vienna – A Service-Oriented City Administration<br />

By pursuing the strategy “Innovative Vienna 2020”,<br />

the city not only set itself the goal of creating optimum<br />

conditions so as to help the enterprises and universities<br />

in the metropolitan area to realise their full innovative<br />

potential – it also committed to the role of the city in<br />

shaping, buying and using innovations.<br />

Along with the innovation strategy, a follow-up<br />

process for its implementation by the year 2020 was<br />

adopted. An annual work programme, which is presented<br />

at the innovation conference every year, defines<br />

the respective objectives and projects. The 2017 work<br />

programme comprised more than 40 specific measures<br />

in eight action areas. Here are a few examples:<br />

Promote Start-ups<br />

Every year, Vienna plays host to one of the biggest conferences<br />

for entrepreneurship and future technology in<br />

Europe - the Pioneers Festival. Participants from more<br />

than 70 countries – including more than 1000 start-up<br />

founders and 120 speakers, 2500 visitors, numerous<br />

sponsors and partners turn the annual festival into a topnotch<br />

event. Continuing the tradition of long-standing<br />

66 <strong>iconannual</strong> The European Business and Investment Magazine

Innovation<br />

New York, Paris, Shanghai and Tel Aviv are participating<br />

cities at present.<br />

cooperation, Vienna Business Agency ran a stall and<br />

contributed to the conference programme.<br />

The teams winning the “Vienna Start-up Package<br />

2017” were also presented on that occasion. The “Package”<br />

involves bringing international start-ups to Vienna for<br />

two months so they can develop their business ideas on<br />

site and explore the Austrian and European markets. The<br />

young entrepreneurs benefit from paid travel, accommodation,<br />

working place and coaching as well as a large network<br />

and extensive contacts with the start-up scene.<br />

In 2017 Vienna followed the London and Berlin<br />

models by publishing “Start-up Guide Vienna”, which<br />

contains relevant data and details about the ecosystem.<br />

Vienna Business Agency and the Economic Chamber of<br />

Vienna acted as community partners.<br />

In the framework of the “Start Alliance”, cooperation<br />

regarding start-ups was agreed upon between Berlin<br />

and Vienna in November 2017. Founded in 2015, “Start<br />

Alliance” is a point of contact for young entrepreneurs<br />

from various cities, aiming to expand their network of<br />

connections. Apart from Berlin and Vienna, London,<br />

Foto: MA23/ Christian Jobst<br />

Foto: WienTourismus / Christian Stemper<br />

Vienna Research Groups for Young Investigators<br />

The Vienna Science and Technology Fund seeks to<br />

strengthen Vienna as a location of research and innovation<br />

by recruiting excellent young researchers abroad in<br />

a targeted way. In cooperation with Vienna-based universities<br />

and research institutions, they can create their<br />

first own research groups in areas of research which are<br />

particularly relevant for the city.<br />

The group leaders receiving such a grant are already<br />

given a long-term career outlook when they apply (associate<br />

professor contract for an indefinite term; career<br />

position)<br />

Expat Center<br />

The Expat Center of the Vienna Business Agency is an<br />

initial point of contact for expatriates and their families<br />

as, and even before, they arrive in Vienna. As an<br />

additional service to international corporations based<br />

in Vienna, expatriates receive customised advice in all<br />

matters of daily life and support as they get started in<br />

Vienna (e.g. residence permit, apartment search) and<br />

beyond. Advisory services are free of charge and available<br />

in several languages.<br />

Co-Creation Lab Vienna<br />

Established companies and public sector organizations<br />

may submit so-called “challenges”. Subsequently, technology<br />

companies, research institutions and innovative<br />

start-ups develop specific solutions to meet these. In<br />

the Co-Creation Lab, Vienna Business Agency finds the<br />

best matches for partner enterprises which will then<br />

find tailor-made solutions.<br />

Vienna has always excelled in bringing together<br />

cultural, technological and social innovations. Today’s<br />

societal, technological and economic changes are an<br />

ongoing challenge to politics and administration alike;<br />

after all, great quality of life and participation for everyone<br />

are to be ensured for the future. Vienna has set itself<br />

the goal of making every citizen of Vienna benefit from<br />

progress, and “Innovative Vienna 2020” is an important<br />

contribution to this end.<br />

Austria’s capital city is well prepared in many aspects.<br />

At the same time, Vienna also has the enormous skills it<br />

takes to respond to the key challenges of the future. Continuing<br />

to develop these will be the task of the years to<br />

come so Vienna will remain the most livable city of the<br />

world. More information: viennabusinessagency.at<br />

The European Business and Investment Magazine <strong>iconannual</strong> 67

Stay up to date with the smart ASFINAG App!<br />

Your mobile cockpit with realtime information.<br />

• Up to date traffic information<br />

• Route planner<br />

• Travel time<br />

• Live webcams<br />

The app that takes you further!<br />

Download now for free!<br />

Important note: while one the road<br />

make sure to use your smartphone<br />

solely with an appropriate hands-free<br />



Innovation<br />

Smart mobility<br />

of the<br />

future<br />

Foto: Wolfgang Simlinger<br />

Connected infrastructure is<br />

one top priority of ASFINAG<br />

One great challenge for<br />

ASFINAG as a modern<br />

motorway operator is the<br />

question of how to handle<br />

future mobility in ways of being ecologically<br />

sustainable and socially<br />

responsible. We think today about<br />

the mobility of tomorrow.<br />

A pivotal topic: As well developed<br />

infrastructures are decisive for economic<br />

growth connected infrastructures<br />

are important to meet mobility<br />

needs in the long term. Thus we<br />

need to combine the various modes<br />

of transport in order to create an<br />

efficient, fully intermodal transport<br />

system. Optimum management of<br />

existing infrastructure will continue<br />

to grow in its importance and<br />

will reduce the need for new construction.<br />

This transition inevitably<br />

requires a fundamental rethink by<br />

all parties – from infrastructure<br />

providers to individual travelers.<br />

As a responsible motorway operator<br />

we are planning to pinpoint<br />

public transport alternatives. We<br />

see this interlinking with public<br />

transport as the mobility of the<br />

future. And we already prioritized<br />

networking with public transport in<br />

our vision statement and thus have<br />

made it a firm feature of our future<br />

concept for mobility in Austria.<br />

We will take you<br />

to the future!<br />

Let us take motorways and highways<br />

to the next level: connected<br />

infrastructures, higher driving<br />

comfort, sustainable technologies<br />

and of course enhanced road<br />

safety. Modern information and<br />

communication technology make<br />

a key contribution in this context.<br />

ASFINAG already delivers a full<br />

range of best plans and measures<br />

in class of technical innovations<br />

for a safe road infrastructure of<br />

tomorrow.<br />

As well as offering interconnected<br />

transition points for commercial<br />

transport and comfortable passenger<br />

transfers we also provide<br />

efficient information and routing<br />

services. In the future, all relevant<br />

road traffic information will be<br />

transmitted directly into our customers'<br />

cars to quickly provide them<br />

with information about the traffic<br />

situation on the motorways.<br />

iconvienna makes an important<br />

contribution by bringing together<br />

senior policy-makers and facilitating<br />

intensive discussion on these<br />

topics.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 69

Institute of Science and Technology Austria<br />

IST Austria<br />

An ecosystem for<br />

science and career<br />

development<br />

The Institute of Science and Technology Austria (IST<br />

Austria) is a PhD-granting, interdisciplinary research institution<br />

dedicated to cutting-edge research in the physical,<br />

mathematical, computer, and life sciences. Scientists come<br />

from all over the world to the Institute: over sixty nations<br />

are represented on campus, creating a diverse, creative,<br />

and open environment that fosters independent research.<br />

Curiosity and open minds<br />

Scientists and their curiosity define which fields are<br />

pursued on campus, and a world-class, interdiscipli nary<br />

environment provides the resources and opportunity<br />

for them to conduct research without boundaries or predefined<br />

topics. Effective recruiting allows this strategy<br />

to succeed: research excellence and promise are the key<br />

criteria for hiring scientists at all levels at IST Austria,<br />

rather than specific area of study. During its annual open<br />

call for new professors, the Institute accepts applications<br />

from all areas of science—biology, chemistry, computer<br />

science, mathematics, neuroscience, and physics—and<br />

welcomes applications from researchers whose projects<br />

cross traditional discipline boundaries.<br />

Training the next generation<br />

Educating PhD students is a core mission of IST Austria.<br />

Its US-style Graduate School offers an interdisciplinary<br />

PhD program that supports students in becoming experts<br />

in their fields while fostering communication and collaboration<br />

across research groups and disciplines. For<br />

postdocs, IST Austria provides the faculty and facilities<br />

to help broaden their experience and deepen their expertise.<br />

The EU supports PhD students (ISTScholar*) and<br />

postdocs (ISTplus*) through the Horizon 2020 research<br />

and innovation program. The Institute also offers yearround<br />

opportunities for undergraduates and master’s<br />

students to intern with a research group. During their<br />

time at IST Austria, PhD students, postdocs, and interns<br />

all receive the training and support to succeed in their<br />

next steps elsewhere, whether they decide to stay in<br />

research (academia or industry), take on management<br />

positions, or enter the public sector.<br />

A growing campus for a growing community<br />

As additional buildings are designed and erected, the<br />

Institute seeks to strike a balance between two goals:<br />

first, to foster interdisciplinarity by mixing groups with<br />

different research focuses within buildings, and second,<br />

to allow the needs of the scientists to inform the shape<br />

and facilities of the buildings. Preparation has started<br />

for the construction of the next scientific laboratory<br />

building, and planning has begun for a future Visitor<br />

Center and another laboratory building. In addition, five<br />

companies rent space on campus, anticipating a move to<br />

70 <strong>iconannual</strong> The European Business and Investment Magazine

Innovation<br />

*These projects have received funding from the<br />

European Union’s Horizon 2020 research and innovation<br />

programme under the Marie Skłodowska-<br />

Curie grant agreements Nos 754411 and 665385.<br />

Fotos: IST Austria/Nadine Poncioni<br />

Investing in innovative ideas<br />

In 2017, IST Austria and an external investor took a significant<br />

step towards improving the situation in Austria<br />

for young tech-based founders by partnering to set up<br />

IST CUBE, a new investment platform that will support<br />

the creation and development of tech startups. With an<br />

initial investment of EUR 5 million, IST CUBE will support<br />

advanced technology companies, many of which<br />

are derived from academic research, and will help<br />

founders develop their ventures with the goal of becoming<br />

global leaders in their fields.<br />

the IST Park—a future technology park across the road<br />

from IST Austria which is currently under development.<br />

As an institute of technology as well as science, IST<br />

Austria invests in new facilities and instruments to<br />

increase its research capabilities and remain at the state<br />

of the art. Recent developments include the opening of a<br />

nanofabrication facility for semiconductor physics, and<br />

the Institute will also invest in a cryo-electron microscopy<br />

setup on campus.<br />

IST Austria was established by the federal government of<br />

Austria and the state government of Lower Austria, and the<br />

campus opened in 2009. Following the implementation of<br />

an ambitious development plan, around 90 research groups<br />

and over 1000 employees will be working in a state-of-theart,<br />

interdisciplinary environment by 2026, modeled after<br />

international examples such as the Max Planck Institutes,<br />

ETH Zurich, and the Weizmann Institute of Science. The<br />

president of IST Austria is Thomas A. Henzinger, a leading<br />

computer scientist and AAAS, ACM, and IEEE Fellow. More<br />

information at www.ist.ac.at.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 71



Europe’s flagship contest for innovative young people, social entrepreneurs and<br />

start-ups founders using digital technologies to improve society!<br />


of one of the most<br />






eu-youthaward.org | @eyagraz | #EYA18 | facebook.com/EuropeanYouthAward

Novomatic<br />

Innovation<br />


showcases latest<br />

innovations at<br />

International<br />

Casino Exhibition<br />

Foto: Thomas Meyer<br />

Harald Neumann, CEO of NOVOMATIC AG<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 in London.<br />

Across a surface area of approx. 4,700m 2 NOVOMATIC<br />

unveiled its latest product innovations set to drive the<br />

industry forward in <strong>2018</strong>. A total of 25 group companies<br />

presented the 360° NOVOMATIC product portfolio,<br />

including exciting and important product innovations<br />

such as a new line of gaming cabinets, linked progressive<br />

jackpots, electronic table gaming solutions, as well<br />

as single, licensed and multi-games.<br />

“With this trade show appearance, NOVOMATIC<br />

continues to prove that as a full-service provider, we<br />

are among the world’s leading gaming technology<br />

groups”, said Harald Neumann, CEO of NOVOMATIC<br />

AG, at a press conference at ICE in February. “High levels<br />

of innovation continue to remain a central component<br />

of the Group’s future prospects. Over the past 3 years<br />

NOVOMATIC has invested more than 250mn Euros in<br />

R&D of new technologies“, he added.<br />

For international casino markets, NOVOMATIC<br />

revealed brand new cabinets and new slot titles such<br />

as the international, omni-channel release of the<br />

blockbuster From Dusk Till Dawn. Starring George<br />

Clooney and Quentin Tarantino as the Gecko brothers,<br />

Salma Hayek as Santanico Pandemonium, as well as<br />

Harvey Keitel, Juliette Lewis and Danny Trejo, players<br />

are taken on an explosive journey to Mexico.<br />

During the trade show, NOVOMATIC announced<br />

the latest collaboration of its Interactive Division,<br />

Greentube, with Hard Rock International and Seminole<br />

Gaming. Players at any Seminole or Hard Rock-branded<br />

property will be able to access a customized free-play<br />

social casino where the front end is designed to replicate<br />

the look and feel of the physical venue. A range<br />

of multi-channel promotions as well as linked reward<br />

programs will be offered to players all over the world.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 73

OBB _ Infrastruktur<br />

Foto: Österreichisches Foto: ÖBB-Infrastruktur<br />

Patentamt<br />




Bei einer Marke wie den ÖBB ist nicht das Logo entscheidend oder der Name,<br />

sondern das, was sie bedeutet. Das, was mit ihr assoziiert wird. Eine Marke ist<br />

der Wertvermittler außer ge wöhn licher Leistungen. Die Werte, die KundInnen und<br />

potentielle KundInnen mit der Marke verknüpfen, sind vermittelte Leistungen. So ist<br />

das Kernbedürfnis der Menschen nicht etwa die Telefonie, sondern Kommunikation.<br />

Und es ist nicht die Bahn, die den Transport erfolgreich macht, es ist der Fahrplan.<br />

Marke als Deutungsund<br />

Bedeutungssystem<br />

Um zu funktionieren, müssen Marken daher vor allem<br />

eines leisten: Sie müssen beziehungsfähig sein. WAS<br />

eine Marke in Zukunft, also in der vierten industriellen<br />

Revolution (Mensch, Maschine, Objekt tauschen<br />

Informationen aus) können muss, sind diese vier Dinge:<br />

• ORIENTIERUNG geben<br />

• VERTRAUEN bilden<br />

• QUALITÄT versprechen und einhalten<br />

• ANZIEHUNGSKRAFT emotional ansprechen<br />

Marke ist ein Führungsinstrument –<br />

nach innen und außen<br />

Jenseits von Standardbehauptungen wie Kundenorientierung,<br />

Leidenschaft, Mitarbeiterorientierung und<br />

Nachhaltigkeit, müssen auch die ÖBB als österreichweite<br />

starke Traditionsmarke ihre Markenidee ständig<br />

neu abfragen und an der Realität der KundInnen, des<br />

Marktes abmessen. Kundenbefragungen, Mitarbeiterbefragungen,<br />

Customer-Journeys, Sitzplatztests zielen<br />

alle letztlich auf die zentralen immer wiederkehrenden<br />

Fragen ab: Was wollen die KundInnen? Wie kann ich<br />

sie begeistern? Und auf welche einfache Art und Weise?<br />

Allein diese klare Leitlinie, durchgehend in der Wertschöpfungs-<br />

und Kundenerlebniskette multipliziert,<br />

schafft eine starke Marke – nach innen und außen.<br />

Markenarbeit ist dauerhafte<br />

Beziehungsarbeit<br />

Und weil es eben nicht immer so ist, dass eine einmal<br />

positionierte Marke auf Dauer von alleine ihre Orientierungsarbeit<br />

bei MitarbeiterInnen und KundInnen<br />

leistet, sehen wir Markenarbeit als konsequente Beziehungsarbeit<br />

an. Die Schlüsselfragen der ÖBB sind gar<br />

nicht mal so viel anders, als für andere komplexe Organisationen,<br />

die sich dem Wandel der Digitalisierung<br />

stellen müssen:<br />

• Wie gelingt es uns, das Unternehmen auf die<br />

Zukunft auszurichten, obwohl wir nicht immer<br />

genau wissen, wohin die Reise geht?<br />

• Wie schaffen wir die Balance zwischen notwendiger<br />

Stabilität und dynamisierender Innovation,<br />

zwischen Konzentration auf Kernkompetenzen und<br />

globale Marktdynamik?<br />

74 <strong>iconannual</strong> The European Business and Investment Magazine

Innovation<br />

aber heute schon können, ist Mobilität durch ganz neue<br />

Augen zu betrachten.<br />

2016 haben die ÖBB ihrer Innovationsstrategie<br />

einen neuen Boost gegeben und sich mit dem Open<br />

Innovation Lab gezielt in alle Richtungen des Mobilitätsangebotes<br />

geöffnet: Bahn, Bus, Flugzeug, PKW,<br />

LKW, Fahrrad, Scooter… Alles was Menschen und<br />

Orte, Waren und KundInnen, Zeit und Distanzen miteinander<br />

verbindet. Die Vernetzung von innovativen<br />

Menschen und ihren Projekten.<br />

Die ÖBB-Infrastruktur AG steht auch für barrierefreie Bahnhöfe –<br />

ein sehr wichtiges Versprechen an unsere Kunden.<br />

• Wie können wir die Balance zwischen Effizienz der<br />

Prozesse gestalten – und zugleich der Komplexität<br />

der immer individueller werdenden Kundenwünsche<br />

gerecht werden?<br />

Eines ist sicher: Wir wissen es nicht so genau und<br />

müssen auch Antworten im Gehen entstehen lassen.<br />

Daher geht es darum, die Organisation auch auf das<br />

Unvorhersehbare vorzubereiten. Mit dem Ziel: Immunisierung,<br />

Resilienz und Robustheit im Wandel. Gerade<br />

in Zeiten des Umbruchs zeigt sich, dass starke Marken<br />

in hohem Maße resilient sind: weil sie überleben.<br />

Die Mobilität von Übermorgen ist<br />

ungewiss aber gestaltbar<br />

Niemand kann heute genau sagen, wie sich die Fortbewegung<br />

der Zukunft genau gestalten wird. Was wir<br />

Innovation entsteht nicht zufällig<br />

Ideen sind der entscheidende Funke, der ein Unternehmen<br />

nach vorne bringt. Und Ideen sind Ergebnis guter<br />

Kommunikation und funktionierender Beziehungen.<br />

Das ist auch das Geheimnis, die Erfolgsformel<br />

hinter der Transformation des österreichischen<br />

Staats unternehmens ÖBB von der schwerfällig anmutenden<br />

Behörde, zum kundenzentrierten, modernen<br />

Mobilitätsdienstleister. Aus einem stark gebeutelten,<br />

in seinen Leistungen unterbewerteten und von Vorurteilen<br />

(Subventionsbetrieb, Frühpensionierungsparadies,<br />

ständige Unpünktlichkeit usw.) getriebenes<br />

6-Milliarden-Unternehmen wurde ein wertvoller<br />

Arbeitgeber und Industriepartner einer stolzen und<br />

traditionsreichen Bahnindustrie. Die ÖBB wurde ein<br />

Leistungserbringer für 500 Millionen Fahrgäste pro<br />

Jahr, ein Konjunkturmotor mit Spitzenleistungen im<br />

Infrastrukturausbau (etwa die Hochgeschwindigkeitsstrecken,<br />

Hauptbahnhof Wien, Streckenausbau in den<br />

Süden) und, so ganz nebenbei: Die pünktlichste Bahn<br />

in der EU.<br />

Die kommunikative Übung gelang, ganz besonders<br />

durch die Analyse und den Rückhalt durch das vorhandene,<br />

aber in den vergangenen Jahren verschüttete<br />

und paralysierte „Wir-Gefühl“ der Eisenbahner. Es<br />

galt und gilt, den Stolz auf die Markenwerte, auf den<br />

Markenkern (Zuverlässigkeit, Sicherheit, Pünktlichkeit)<br />

bei den 40.000 MitarbeiterInnen zu aktivieren.<br />

Denn Kommunizieren heißt im Dialog entlang der<br />

Customer-Journey zu bleiben – mit den SteuerzahlerInnen,<br />

den BahnkundInnen, der Industrie, Politik,<br />

MitarbeiterInnen, Interessenvertretungen und vielen<br />

anderen. Die tägliche Vermittlungsleistung braucht<br />

motivierte Menschen, die ihr Kundenversprechen<br />

geben und halten.<br />

Die Marke ÖBB gehört mittlerweile zu den fünf<br />

wertvollsten Marken Österreichs, sie hat ihren Markenwert<br />

(heute 1,9 Milliarden) seit 2010 nahezu verdoppelt<br />

und ihren Rang von Platz 9 auf Platz 5 verbessert.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 75

Kapsch Group<br />

Challenging limits.<br />

Since the company’s inception in 1892, Kapsch has been dedicated to its role as an innovator and technology<br />

pioneer. To live up to this claim and to continue providing leading mobility, communications<br />

and digitization solutions, the companies of the Kapsch Group are constantly breaking new ground.<br />

Kapsch TrafficCom is a provider<br />

of intelligent transportation<br />

systems in the fields of<br />

tolling, traffic management,<br />

smart urban mobility, traffic safety<br />

and security, and connected vehicles.<br />

In 2017, the company launched<br />

a new program as part of its open<br />

innovation strategy:<br />

Factory1<br />

Factory1 is an equity-free startup-accelerator<br />

that supports entrepreneurs<br />

working on the next big ideas in the<br />

mobility sector. It has been designed<br />

to create long-term partnerships<br />

and to enable win-win situations.<br />

Benefitting from the required tools<br />

and resources, the startups selected<br />

are able to build successful proofof-concept<br />

projects as a foundation<br />

for future collaboration. This helps<br />

Kapsch TrafficCom to identify disruptive<br />

technologies early and to keep<br />

Kapsch at the forefront of innovation.<br />

Factory1 received 285 applications<br />

from 61 countries, covering six<br />

areas of innovation:<br />

• Connected & Autonomous<br />

Driving<br />

• Big Data Analytics &<br />

Deep Learning<br />

• Smart Mobility<br />

• Security & Privacy<br />

• Infrastructure<br />

• Payment & Transaction Processes<br />

The Winners of Kapsch Factory1<br />

76 <strong>iconannual</strong> The European Business and Investment Magazine

Innovation<br />

Fotos: Kapsch<br />

Kapsch Group<br />

Founded as a precision mechanics<br />

workshop for Morse and telegraph<br />

equipment in 1892, Kapsch today is<br />

a global technology company and<br />

leading provider of mobility solutions<br />

and communication services. The<br />

only constant in the always familyrun<br />

business is change: Kapsch has<br />

always been committed to its role<br />

as a technology pioneer, quickly<br />

recognizing trends and responding<br />

with market-oriented solutions.<br />

>>> www.kapsch.net<br />

After thorough scrutiny, 30<br />

entrepreneurs were invited to pitch<br />

their ideas. In the next round, 15<br />

startups met in Vienna for a kick-off<br />

boot camp, where 7 winners were<br />

selected to enter the accelerator.<br />

Closely involved with the program,<br />

experienced Kapsch-experts<br />

from technology, sales and business<br />

development mentored the startups<br />

throughout the whole six months of<br />

the proof-of-concept projects.<br />

The application phase for <strong>2018</strong><br />

starts in June. All the information<br />

about the program and the winners<br />

of 2017 can be found here:<br />

www.factory1.net<br />

Impact Room at Kapsch BusinessCom<br />

Innovation workshops in a<br />

brand-new Impact Room<br />

As a leading partner in the digital<br />

transformation, Kapsch BusinessCom<br />

both supports companies<br />

as they take their business performance<br />

to the next level and in<br />

the development of new business<br />

models. The company operates as a<br />

consultant, system supplier and service<br />

provider.<br />

On the fifth floor of the headquarters<br />

of Kapsch BusinessCom,<br />

based in Vienna’s 12th district,<br />

digital transformation has become<br />

a reality, with the analog and digital<br />

worlds united in the brand-new<br />

Impact Room. In numerous innovation<br />

workshops, use cases have been<br />

completed successfully, using agile<br />

prototyping with the help of data<br />

virtualization, platform management<br />

and the expertise of a leading<br />

ICT service provider.<br />

In the analog area of the room,<br />

whiteboard markers and magnetic<br />

clips are employed in business-model-canvas<br />

and design-thinking sessions.<br />

Camera technology transfers<br />

this input onto the digital wall in the<br />

adjoining room in real time. Using<br />

an electronic pen, new bullet points<br />

can then be added or be rearranged.<br />

But it does not stop there: this creative<br />

playing field on the digital wall<br />

can be extended to participants outside<br />

the room via video-screen. For<br />

example, international experts and<br />

innovators can easily be connected<br />

for impulse lectures during the<br />

workshops.<br />

Innovative camera- and smartboard-technology<br />

enables<br />

interaction<br />

The Impact Room is designed as<br />

a creative and interactive playing<br />

field: the drive and inspiration experienced<br />

by the participants helps<br />

them to find use cases during the<br />

one-day discovery-workshops or<br />

to develop new business models in<br />

development-workshops in the next<br />

step.<br />

Kapsch BusinessCom draws<br />

from long-term experience gained<br />

in numerous digitalization and<br />

business development projects<br />

across various industries. As digitalization<br />

gains pace – evidenced<br />

by prominent buzz-words such as<br />

Industry 4.0 and Internet of Things<br />

– it has become more and more<br />

important to bring together uses<br />

cases and technology components<br />

from diverse fields. With leading<br />

mobility, communications and digitalization<br />

solutions, the companies<br />

of the Kapsch Group offer a full<br />

spectrum of possibilities.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 77

Leitbetriebe Austria<br />

Innovations<br />

drive economic<br />

development<br />

For a long time innovation was a selective event. A<br />

company developed something here, a research<br />

lab something else there. Once a break-through<br />

was made, it could guarantee companies years<br />

of stable income. In the modern economy, however,<br />

the pace of innovation is at an absolute all-time high<br />

at both the global and Austrian levels. Innovation is<br />

not a singular event anymore, but has developed into<br />

a key part of every business process, affecting practically<br />

all companies across all industries, countries<br />

and company sizes on an enormous scale. This opens<br />

up great opportunities on the one hand and creates<br />

equally great pressure to innovate and compete on<br />

the other. “Innovation should not be something special<br />

anymore, but should rather be seen as “business<br />

as usual”. Today businesses—big or small—have to<br />

continually innovate in every aspect: in products<br />

as well as their own processes and even their entire<br />

business model", says Leitbetriebe Austria managing<br />

director Monica Rintersbacher. “Therefore my vision<br />

for the future is: “a day without innovation is a day<br />

lost.”<br />


The momentum in innovation triggered by digitisation<br />

is unparalleled in economic history. Digitisation<br />

has even more effect on the economy—and especially<br />

on the individual—than the industrial revolution had<br />

in the 1800s. Thus, comparably to building roads and<br />

railroad tracks during the industrial revolution, connecting<br />

company locations to global data networks has<br />

become a major driver of innovation in the era of digitisation.<br />

In developing new areas of business, data lines<br />

must be granted a level of priority that is at least as high<br />

as that of the electricity and road and railway network,<br />

business experts agree. “This is the only way to ensure<br />

that successful Austrian companies will continue to<br />

play a leading role in global competition in the future”,<br />

says Rintersbacher.<br />



In order to be truly innovative, innovation has to be<br />

an integral part of company’s culture. “Good ideas<br />

need to come from the whole workforce, not just the<br />

78 <strong>iconannual</strong> The European Business and Investment Magazine

Innovation<br />

Foto: Sabine Klimpt<br />

Andreas Gnesda—chairman of the Advisory Board of Leitbetriebe Austria<br />

Monica Rintersbacher—managing director Leitbetriebe Austria<br />

R&D department", says Rintersbacher, calling attention<br />

to the importance of in-house innovation and the<br />

creative potential among employees. Each employee<br />

should not just be viewed as a worker, who keeps the<br />

daily business running, but an innovator, who shapes<br />

the company’s future. “This also requires a new concept<br />

of the work environment. Office design, office<br />

organisation, working time arrangements, hierarchical<br />

structures and much more need to be rethought<br />

and redesigned in many areas in light of the new challenges”,<br />

explains Andreas Gnesda, founder and CEO<br />

of teamgnesda, the leading Austrian consulting firm<br />

in the field of office design and Chairman of the Advisory<br />

Board of Leitbetriebe Austria<br />

Office design, for example, can play a key role in a<br />

company’s ability to create innovations. “Innovations<br />

are seldom generated in an old-style single-person<br />

office, but require team effort and open communication.<br />

Thinking outside the box is often literally equivalent<br />

to thinking outside one’s own office”, Gnesda<br />

explains. “Designing an office using open communication<br />

zones with an inspiring atmosphere, that<br />


Leitbetriebe Austria is an independent business network<br />

that spans across all industries. It distinguishes and connects<br />

outstandingly successful companies within the<br />

Austrian economy. Sustainable corporate success, innovation<br />

and social accountability are the main criteria for<br />

accepting companies as networking partners of Leitbetriebe<br />

Austria.<br />

Under the common roof of the mutual brand, the network<br />

accompanies its partner companies and reinforces their<br />

efforts through targeted communication strategies. Leitbetriebe<br />

Austria renders the platform where companies<br />

showcase their leadership and interact with other top<br />

performers. Furthermore it promotes the interests of Austrian<br />

businesses by its lobbying activities.<br />

facilitates team work, rather than individual offices<br />

is an important reflection of a company culture that<br />

encourages innovation.<br />

Although many leading companies have already<br />

developed and implemented exemplary solutions on<br />

a broad front, these approaches have yet to take root:<br />

"Austrian companies are among the global leaders<br />

in the field of technical innovation. If we succeed in<br />

reorganising our working environments in line with<br />

the challenges and opportunities of the digitised<br />

industry, it will bring another boost to innovation. Or<br />

in other words: smart minds + inspiring environment<br />

= ideas + innovation", Gnesda sums up.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 79

Bahnhof hat Zukunft<br />

Hier kommt man gerne an.<br />

Fotocredit: ÖBB/Roman Bönsch<br />


• Rund 15,2 Mrd. Euro werden bis 2022 in den Ausbau von Schienennetz und Bahnhöfen investiert<br />

• 90% der Reisenden profitieren bis 2025 von modernen, barrierefreien Bahnhöfen<br />

• Bereits 38 Bahnhöfe in Österreich mit Hochleistungs-WLAN ausgestattet<br />

• Rund 200 Bahnhöfe wurden seit 2010 modernisiert<br />

• Highlights der Bahnhofsoffensive: Wien Hauptbahnhof, St. Pölten Hbf, Linz Hbf,<br />

Salzburg Hbf, Innsbruck Hbf, Dornbirn, Klagenfurt Hbf, Graz Hbf<br />


WIGMA<br />

Innovation<br />

Integrated<br />

Online Business<br />

Service<br />

Modern information and communication technologies have<br />

become an essential part of our life. Small business owners and<br />

individual entrepreneurs tend to optimize their work with the<br />

help of new technologies in order to reduce costs and improve<br />

the quality of customer service.<br />

There are services that allow<br />

you to create your own website<br />

business card or an<br />

E-Commerce website, send<br />

out newsletters, keep a list of contacts<br />

and to-do lists. However, your<br />

contacts are stored in separate software,<br />

so you lose time while manually<br />

compiling the mailings in a<br />

newsletter tool. Your website visitors<br />

may apply for newsletters but<br />

someone has to enter their data into<br />

the CRM-system. Many entrepreneurs<br />

face similar challenges.<br />

The new integrated online business<br />

service Wigma combines the<br />

features of creating a website without<br />

programming skills, maintaining a<br />

client database and sending newsletters.<br />

The combination of web-technologies<br />

and cloud data storage provides<br />

the visitors with additional<br />

advantages of self-registration for<br />

events and online booking. Your<br />

website becomes really interactive.<br />

The built-in Wigma-website<br />

builder is simple and flexible in<br />

use. Colorful thematic templates,<br />

matching your business, offer an<br />

opportunity for a quick start.<br />

Wigma - E-Commerce service<br />

allows you to expand the sales audience<br />

and increase the sales results.<br />

To-do lists linked to the client database<br />

improve the efficiency of your<br />

customer relationships management.<br />

The Wigma service stores all<br />

client data in a secure storage on<br />

the territory of Austria.<br />

To meet Wigma choose a Promo<br />

package. You can test the basic<br />

options of the website-builder; e.g.,<br />

to create a website business card.<br />

Our startup package allows you<br />

to create advertising websites, organize<br />

events and publish news.<br />

Our business package is suitable<br />

for most small businesses. It combines<br />

the best opportunities to engage<br />

with clients at a reasonable price.<br />

Our premium package is created<br />

for those who do not bear any<br />

restrictions; it opens access to all<br />

Wigma features.<br />



The European Business and Investment Magazine <strong>iconannual</strong> 81

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 />

up the measurement setup, including suitable training – HBM is your partner.<br />

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■ Offers high measurement quality by compensating for line<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

Carbotopia<br />

Innovation<br />

The Race to<br />

Excellence<br />

Keep Carbon Circular<br />

When we look at excellence as performing and<br />

undertaking deeds in an exceptionally good<br />

way, some people perceive it just competitive.<br />

But in a year of Winter Olympics we should<br />

also look beyond the one on one out-competing each other<br />

at the honorable Olympic idea of being part of one and the<br />

same games for all participants! Or have you heard of any<br />

athletes opposing against Olympic Games due to fears of<br />

losing?<br />

Over the last three decades China has progressed<br />

remarkably to a top three global economy player! A country<br />

having been used by the world’s leading economy as a<br />

manufacturing bench for outsourced productions evolved<br />

into the world’s biggest factory helping it to diminish poverty.<br />

Today Chinese economy has built the biggest middle<br />

income group within itself turning the country into the<br />

world’s biggest consumer market. So now, everybody<br />

wants to be there and participate.<br />

Most people perceive China difficult to understand<br />

though. But the reality is that China is the most predictable<br />

country in the world now. Because it just works for<br />

its own people’s best interests. Which for a leading Communist<br />

Party’s policy shouldn’t be that surprising. The<br />

probably most important point is therefore that in China<br />

nothing is forbidden that couldn’t potentially turn into a<br />

threat to its people. And in contrary to Western societies,<br />

corruption starts where someone uses his powers to<br />

take advantage over partners or compatriots – in Olympic<br />

Games one would call it disqualification!<br />

In the interest of protecting its consumers China<br />

recently also rigorously executes on Intellectual Property<br />

violations. In an economy that widely depends on<br />

e-tailing, brands, patents and copy rights are the only<br />

guarantees consumers can rely on. Previous subcontract<br />

manufacturers now can also sell internationally via the<br />

internet winning all the trade margins for China’s GDP<br />

driving qualitative growth of the country. Paired with a<br />

lot of freedom to try out new digital solutions China is<br />

rapidly developing Artificial Intelligence in a very comprehensive<br />

organic way.<br />

Excellence is<br />

always built on learning<br />

through training<br />

Stefan Petters<br />

Founder & President of the things we like to<br />

Carbotopia Syndicate do. Like a little child,<br />

doing a puzzle over<br />

and over again or an athlete exercising his discipline<br />

under constant feed-back. Looking at deep machine<br />

learning, we can see that rebuilding human neuronal networks<br />

for image processing works best. So Sony having<br />

been a leader in audio visual computer games for years<br />

could recently take a lead in it. But besides its laboratories<br />

in Paris it also establishes collaborations in the uprising<br />

Pearl River Delta, Hong Kong – Macao – Guangdong Bay-<br />

Area attracting word’s best talents.<br />

So the race for excellence has already turned into a<br />

contest of education-systems. Building Social skills on<br />

the basis of culture, stimulate curiosity, mentor individual<br />

talents and motivate the self-discipline to go wild on<br />

the subjects of individual ambitions able to serve society.<br />

Training perception and learning several languages<br />

during pre-school age, i.e. by multi-lingual memory with<br />

audio functions could do miracles. Building strong characters<br />

who will find their own ways, not shy to circumvent<br />

regulations without causing damage to others are<br />

the profiles needed to succeed.<br />

Exploration is the best head-start towards excellence.<br />

Particularly when it comes to using tools alike Artificial<br />

Intelligence. It builds skills like climbing up an Archimedes-Spiral<br />

instead of keeping abilities frozen by linear<br />

exploitation until they become obsolete by the contemporary<br />

innovations. It is such a waste of human talents.<br />

Like any linear eco-system squanders its resources. If you<br />

want to know economies of scale, check out Carbotopia<br />

Circular Carbon Economy on Twitter or Facebook! A lot of<br />

education and innovation seed money could be found in<br />

what is blown into air for waste today! The way societies<br />

treat waste is equally a measure of the level of their civilization<br />

as the investments in their buddings’ education!<br />

Both leaving a lot of room to further excellence!<br />

The European Business and Investment Magazine <strong>iconannual</strong> 83

Cashback World<br />

Initiatives<br />

One<br />

Shopping<br />

Community<br />

for the<br />

entire world<br />

Foto: istockphoto.com<br />

Foto: istockphoto/Martin Dimitrov<br />

The international Shopping<br />

Community Cashback World<br />

offers consumers attractive shopping<br />

benefits – from Cashback and Shopping<br />

Points to valuable lifestyle information.<br />

Cashback World disposes of an<br />

ever-growing Loyalty Merchant<br />

network, which covers<br />

an array of different sectors<br />

and offers a wide range of shopping<br />

opportunities to the Cashback World<br />

Members. When it comes to selecting<br />

Loyalty Merchants, the focus is<br />

placed on obtaining a well-balanced<br />

mix of chain stores, online shops<br />

and SMEs. The latter are particularly<br />

important to Cashback World:<br />

Strengthening the economy in the<br />

regions is a key objective for the<br />

Shopping Community.<br />

Cashback World is now active in<br />

47 countries. The 8 million Members<br />

can shop at 80,000 Loyalty<br />

Merchants and make use of attractive<br />

benefits: For they will receive<br />

up to 5% Cashback and can also<br />

collect Shopping Points for every<br />

purchase made at a Cashback<br />

World Loyalty Merchant. These<br />

Shopping Points can then be<br />

redeemed for exclusive Loyalty<br />

Merchant offers. For its White<br />

Label Solutions, Cash back World<br />

uses the advantages of having a<br />

pool of millions of potential cus-<br />

tomers. These tailor-made fan and<br />

customer loyalty programmes give<br />

clubs and organisations with a<br />

large member base, as well as large<br />

companies, the chance to offer<br />

their own members, fans, customers<br />

and employees the Cashback<br />

World benefits, which in turn<br />

allows them to benefit with every<br />

purchase they make.<br />

Registering to Cashback World<br />

as a shopper is completely free of<br />

charge as well as non-binding. Further<br />

information can be found at<br />

cashbackworld.com.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 85

Sports for Life<br />

an initiative of<br />

SPORTS<br />

FOR LIFE _<br />

SPORTS<br />

FOR GOOD!<br />

Fotos: David Zirngast<br />

SPORTS FOR LIFE! is an initiative of former footballers<br />

and sportsmen aiming to promote football<br />

to society, especially to kids who are socially<br />

disadvantaged!<br />

Players like Christopher Dibon and the camp coaches take a lot of time<br />

for the kids. Autographs and certain morning rituals are a standard feature.<br />

Unlike years ago it is very important today to<br />

lead our children from indoor to outdoor activities<br />

in order to get them in good trim. Sports<br />

encourages the youth and connects them – it<br />

doesn’t matter which ethnic or social group they<br />

belong to. Team sports are very important because<br />

they teach children self-confidence and support them<br />

learn a lot about respect, teambuilding and other<br />

important traits that will help them in their future<br />

social and working life.<br />

The cooperation between the SPORTS FOR LIFE!-Foundation<br />

and several sponsors as well as local associations<br />

throughout Austria ensures a variety of benefits<br />

for children.<br />

Austria’s trade union for football players (Vereinigung<br />

der Fußballer, VdF) hosts the Bruno-Gala, an event<br />

Bruno Gala 2017<br />

where footballers and trainers are being honored. In<br />

terms of this exclusive event, donations enable disadvantaged<br />

families free access to the camps. Together<br />

with SPORTS FOR LIFE! the VdF is aiming to boost<br />

sportive activities in Austria.<br />

86 <strong>iconannual</strong> The European Business and Investment Magazine

Initiatives<br />


Since mid of<br />

2017, the new<br />


LIFE!- Cashback<br />

Card is<br />

available – get<br />

back your money<br />

from shopping<br />

whilst supporting<br />

disadvantaged<br />

kids to join a<br />

Starcamp! The<br />

card came into<br />

being through<br />

the cooperation<br />

with cashback<br />

world.<br />

Owing to its unique concept and the support of many sponsors<br />

and communities, the STARCAMPS can offer attractive<br />

prices starting from 119 € for a whole week, which enables<br />

access for nearly everyone. This is the most favorable price<br />

for a comparative camp 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 a<br />

part of children daily life on the one hand, and<br />

to provide them with the benefits of teamwork<br />

and social contacts on the other. This way the<br />

foundation attracts many children (7-14 years) and<br />

gives them the opportunity to join the beautiful game<br />

of football. In 2017 around 750 children took part in 31<br />

camps! This year 33 camps are planned and we expect<br />

over 800 participants!<br />

It’s not just about football at Sports For Life! as we<br />

are also found playing golf. As a partner, we participate<br />

in charity tournaments of the VdF and Rotary<br />

Klosterneuburg, such as the Rotary Golf Charity at<br />

Golfclub Schloss Schönborn. The net proceeds of the<br />

charity tournaments benefit socially disadvantaged<br />

and sports-loving children who can participate in one<br />

of the Starcamps!<br />

Several professional football players of the Austrian<br />

Bundesliga already took part in different exercises in<br />

terms of the STARCAMPS’ trainings. The children have<br />

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. Each year at least one professional player<br />

spends a part of his day with the children at the camp.<br />

Since 1998 the VdF is highly engaged in the promotion<br />

of young football players. Therefore they have been<br />

successfully promoting the camps for years. With lots<br />

of specific camps and finally with the STARCAMPS<br />

(since 2006) the VdF managed to fill the gap with high<br />

quality offers and fair prices. All this became possible<br />

thanks to the support of many authorities and professional<br />

footballers.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 87

iconvienna<br />

iconvienna<br />

an initiative of<br />

Brand Global<br />

Summit<br />

<strong>2018</strong><br />

Brands function as an essential asset especially<br />

in times of attention economics. Therefore,<br />

innovation and corporate branding becomes<br />

one of the biggest key factors in the digital<br />

communication society. The transformation of products,<br />

services, cities, regions and countries to brands<br />

require proper comprehension of brand connotation<br />

and denotation. Understanding legal protection of<br />

intellectual property, value and virtue of brands and<br />

the holistic management of all components is key to<br />

develop and grow future lead brands.<br />

iconvienna specializes on the latest trends and has<br />

yet set another benchmark with <strong>2018</strong> topic on "Innovation<br />

needs branding - Branding needs innovation".<br />

Our field-experts inspired and granted valuable<br />

and practical insights in „Branding and innovation“-How<br />

to brand your latest innovation and the<br />

importance of a branding process|“International<br />

clusters, regions and branding“- Best practice in<br />

branding to develop regions and clusters|“Economies<br />

of brands“-How investments in brands create<br />

economic growth.<br />

iconvienna<br />

in brief<br />

Launched in 2005 the event is held in April <strong>2018</strong><br />

for the 14 th time, gathering participants and<br />

partners thought various fields of interest and<br />

from around the world.<br />

iconvienna-The European Business & Investment<br />

Forum established itself as an exclusive Business<br />

& Networking Event, promoting business contacts<br />

between Austrian and international companies and<br />

regions encouraging project and investment business.<br />

Following the motto “Make Contacts to Contracts”,<br />

top-level national and inter national decision makers<br />

from politics and economy, international experts<br />

and representatives of regions meet at the forum. We<br />

deliver value to participants and partners through<br />

personal contacts with executives, entrepreneurs,<br />

government officials, project partners, as well as concrete<br />

business opportunities at the forum.<br />

88 <strong>iconannual</strong> The European Business and Investment Magazine

Initiatives<br />

H.E. Ramon Quinones and spouse, Nathalie Peña Comas, Gerhard Hrebicek<br />

Fotos: Katharina Schiffl<br />

Gerhard Hrebicek welcomes the guest at<br />

iconvienna Cocktail Reception<br />

Expertise<br />

During the day, national and international<br />

experts present and discuss<br />

contemporary key issues that<br />

are vital to brand integration, management<br />

and development.<br />

Hannes Jarolim, Alois Steinbichler, Gerhard Hrebicek, Julian Jäger, Ralph Vallon, Stefan Linsinger<br />

Entertainment<br />

The Cocktail Night at the Vienna<br />

City Hall is an excellent occasion<br />

for easy initial contacts and thus<br />

promote networking and knowhow<br />

exchange, offering participants<br />

the opportunity to introduce<br />

themselves to potential business<br />

partners, investors and decision<br />

makers.<br />

Project Exhibition<br />

Enterprises and regions present<br />

best practice projects and opportunities.<br />

Gerald Ganzger, Michael Otter, Bobby Calder, Edgar Baum, Gerhard Hrebicek,<br />

Monika Poeckh-Racek, Carlos Chanduvi<br />

The European Business and Investment Magazine <strong>iconannual</strong> 89

iconvienna<br />

Carlos Chanduvi, UNIDO<br />

Alois Steinbichler and Zlata Šipošová<br />

Keynote speaker Wilhelm Molterer<br />

Fotos: Katharina Schiffl<br />

Gerhard Hrebicek with Chinese Delegation<br />

Klaus Müllner, Wilhelm Molterer, Gerhard Hrebicek<br />

High Ranking Participants<br />

CEOs, entrepreneurs, top politicians, representatives<br />

of regions, international organizations and science<br />

meet at the iconvienna forum. Including side events,<br />

participants from approximately 40 different countries<br />

join the conference.<br />

Mission<br />

iconvienna offers an appealing, promoting and effective<br />

environment including the features of the city of<br />

Vienna such as:<br />

• Vienna as a secure hub for the international Project-Businesses<br />

for representatives from politics<br />

and economy<br />

• a mix of new and effective business and social<br />

events for regions and companies including<br />

amongst others exhibitions, presentations, lounges,<br />

contact areas, panel discussions and keynote<br />

speeches, dinners and receptions, as well as<br />

• cooperation with public institutions, business<br />

incorporations, media and business partners<br />

from the East and West<br />

iconvienna provides an effective and efficient contact<br />

platform, in which<br />

• targeted contacts to experts and decision makers<br />

can be established,<br />

• the attractive side events offer an ideal atmosphere<br />

to establish a cooperation network including<br />

targeted contacts to business partners,<br />

• the international business network can be of use<br />

year-round and<br />

• equity financing, growth capital and advancing<br />

across partners can be provided.<br />

90 <strong>iconannual</strong> The European Business and Investment Magazine

Initiatives<br />

An inspiring conference<br />

day at the<br />

Austrian Federal<br />

Economic Chamber<br />

Fotos: Katharina Schiffl<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<br />

countries 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<br />

our partners.<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 />

Patronage:<br />

Dr. Michael Häupl, Mayor and<br />

Regional Governor of Vienna<br />

Chairman of the Advisory Board:<br />

Dr. René Alfons Haiden<br />

President:<br />

First Forum: 2005<br />

DI Dr. Gerhard Hrebicek, MBA<br />

Target Groups: CEOs, entrepreneurs, top politicians,<br />

representatives of science, media, regions<br />

and international organizations<br />

Motto:<br />

Make Contacts to Contracts<br />

FOCUS <strong>2018</strong>: Branding needs Innovation –<br />

Innovation needs Branding<br />

Previous Focus Areas:<br />

• Brand Together (2017)<br />

• International Summit on Innovative Entrepreneurship (2016)<br />

• East-West Summit on Regional Cooperation through<br />

Innovation and Entrepreneurship (2015)<br />

• East-West Summit on Innovation and Smart Cities (2014)<br />

• Find out more on www.icon-vienna.net<br />

The European Business and Investment Magazine <strong>iconannual</strong> 91

Impressions<br />

of iconvienna<br />

2017<br />

Chinese Delegation at iconvienna Cocktail Reception<br />

Foto: Gregor Turecek<br />

Foto: Katharina Schiffl<br />

Foto: Alice Schnuer-Wala<br />

Foto: Gregor Turecek<br />

Foto: Gregor Turecek<br />

Monika Benarik-Belan, Sonja Kato, Lisa Cichoki, Nuo Huo, Renate Altenhofer<br />

A good atmosphere faciliates multi-lateral exchange<br />

92 <strong>iconannual</strong> The European Business and Investment Magazine

iconvienna Gallery<br />

Foto: Gregor Turecek<br />

Foto: Gregor Turecek<br />

Nathalie Peña Comas spreading opera feeling and Latin American atmosphere<br />

Foto: Gregor Turecek<br />

Dominican Republic providing our guests with local specialties<br />

Maria Rauch-Kallat, former Federal Minister for Health and Women<br />

Foto: Gerhard Fally<br />

Foto: Gregor Turecek Foto: Gregor Turecek<br />

Colombian hospitality at the iconvienna Cocktail Reception<br />

Heidemarie Kipperer, cashback world, Gerhard Hrebicek<br />

Foto: Katharina Schiffl<br />

Gerhard Hrebicek and Pinguin Liu, China Council for Brand Development<br />

Gerhard Hrebicek, Patrick Sagmeister, Konstantin Bekos<br />

The European Business and Investment Magazine <strong>iconannual</strong> 93

Women Leadership Forum<br />

An Initiative of<br />

Fotos: Katharina Schiffl<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 />

FEMALE!<br />

According to the motto „FRAU. MACHT.<br />

BILDUNG“. European Brand Institute<br />

invited to the 5 th Women Leadership<br />

Forum at the Novomatic Forum on September<br />

19, 2017. In cooperation with the US<br />

Embassy, ÖBB, Novomatic and cbw cashback<br />

world the event focused on the topic „The Educated<br />

Power Woman – Educated for the Future?”<br />

Following the tradition Eugene Young,<br />

Charge d'Affaires of the US Embassy in Austria<br />

94 <strong>iconannual</strong> The European Business and Investment Magazine<br />

Elke Freytag fashion show

Initiatives<br />

(left to right)<br />

Renate Altenhofer, Eugene Young,<br />

Monika Poeckh-Racek, Pamela Rendi-<br />

Wagner, Barbara Feldmann, Martina<br />

Flitsch, Sonja Kato, Patricia Steniek,<br />

Wolfgang Ebner<br />

(left to right)<br />

Markus Reisner, Karoline Resch,<br />

Sonja Kato, Renate Altenhofer<br />

"Funded education is always the basis for<br />

a successful career. Soft skills are what<br />

make successful women stand out in order<br />

to assert themselves<br />

in their professional<br />

environment and to<br />

be respected as a<br />

permanent leader."<br />

Foto: Dietmar Kump<br />

Heidemarie Kipperer<br />

Managing director<br />

myWorld Austria GmbH<br />

"For professional advancement in an<br />

executive position, political skill is essential.<br />

It requires the expertise of how one's own<br />

abilities, behaviors and qualities can be used<br />

effectively. Important<br />

basic factors for this<br />

are network capability,<br />

consistency and<br />

enjoyment of the activity."<br />

Foto: Novomatic/ Sebastian Philipp<br />

Monika Poeckh-Racek<br />

CEO ADMIRAL Casinos &<br />

Entertainment AG<br />

Fotos: Katharina Schiffl<br />

"Military leadership is hierarchical,<br />

formalised, ritualised and strongly<br />

masculine gendered. Nearly 20 years after<br />

the opening of the Austrian Armed Forces<br />

for female soldiers, women in leadership<br />

positions are still rare.<br />

The challenges this<br />

situation show can serve<br />

as a useful advice in a<br />

civil environment."<br />

Foto: KK<br />

Karoline Resch<br />

first female major in the<br />

General Staff Service of the<br />

Austrian Armed Forces<br />

The European Business and Investment Magazine <strong>iconannual</strong> 95

Women Leadership Forum<br />

(left to right)<br />

Sonja Kato, Pamela Rendi-Wagner,<br />

Renate Altenhofer, Eugene Young<br />

(left to right)<br />

Sophie Martinetz, Lisa Cichocki,<br />

Beatrix Hausner, Andrea<br />

Schmorantzer-Jaberek, Rassa Seyedi,<br />

Elke Guenther, Gabriele Koltringer<br />

(left to right) Valerie Höllinger, Sophie Martinetz, Christoph Trost,<br />

Katharina Apliez, Marlene Auer<br />

held the welcome remarks, emphasizing that equality<br />

signifies "common sense" for him. The opening<br />

was conducted by Women Leadership Forum initiator<br />

Renate Altenhofer and Wolfgang Ebner (Novomatic<br />

Forum) while Sonja Kato led through the conference<br />

day.<br />

This year’s star guest was former federal minister<br />

for health and women Pamela Rendi-Wagner who<br />

pointed out in her opening speech that she „is not<br />

here as a politician, but as a woman with a career<br />

that knows the given problems. Education is a key to<br />

equality, but it needs a keychain."<br />

Top Profiler Patricia Staniek gave very interesting<br />

insights in her impulse statement: which qualities<br />

women should bring with them in the work-related<br />

environment of the future - "take over control otherwise<br />

there will be somebody who does".<br />

Big excitement among the audience as Austria's<br />

first General Staff Officer Lieutenant Colonel Dr.<br />

Karoline Resch and Lieutenant Colonel Markus<br />

Reisner entered the stage. The participants were<br />

"We have to give women<br />

the courage to take<br />

the positions they are<br />

offered!"<br />

Martina Denich-Kobula<br />

Chairwoman<br />

Frau in der Wirtschaft Wien<br />

"Social media is leading to a decisive<br />

democratization of education, but especially<br />

in times of digitization it must be the task of<br />

modern educational institutions to convey<br />

the new fourth core<br />

competency - the digital<br />

authority - so social media<br />

can be used not only for<br />

entertainment but also for<br />

information.“<br />

Valerie Höllinger<br />

Former managing director<br />

BFI Wien<br />

Foto: Katharina Schiffl<br />

Foto: Katharina Schiffl<br />

96 <strong>iconannual</strong> The European Business and Investment Magazine

Initiatives<br />

"Education is the engine of our knowledgebased<br />

society and of a flourishing economy.<br />

In Austria education is female! Across all<br />

areas of education, women are at the top.<br />

But although women<br />

nowadays are often better<br />

educated than men, it still<br />

doesn‘t mean equal career<br />

opportunities."<br />

Foto: European Brand Institute<br />

Renate Altenhofer<br />

Initiator Women Leadership<br />

Forum, managing partner<br />

maX iconvienna<br />

"With the women's quota of 30 percent on<br />

supervisory boards, an important step has<br />

already been taken to bring more women<br />

into management and decision-making<br />

positions in the future.<br />

That's important for<br />

women, the economy,<br />

and last but not least<br />

our country."<br />

Pamela Rendi-Wagner<br />

Former Federal Minister for<br />

Health and Women<br />

Foto: Andy Wenzel<br />

"Only those who get to know technical<br />

jobs practically know which exciting and<br />

promising professions there are in this<br />

area. That‘s why at AIT, as the largest nonuniversity<br />

applied research<br />

institute in Austria, it is<br />

very important for us to<br />

give schoolgirls a first<br />

insight into our fascinating<br />

world."<br />

Foto: KK<br />

Pharmacist Corinna Prinz-Stremitzer, Valentina Prinz, Yuvell Fine<br />

Aesthetics, Gabriele Schwarenthorner and Raya Samedi, IBM<br />

"Digitalisation demands a change in<br />

child care and education to give today's<br />

children opportunities for leadership<br />

positions of tomorrow. It is necessary<br />

to establish learning<br />

sessions already at<br />

kindergarten age in<br />

order to raise the<br />

children’s awareness<br />

for the technology of<br />

the digital world."<br />

Foto: Ian Ehm<br />

Marlene Auer<br />

Editor in Chief Horizont<br />

Elke Guenther<br />

Head of Center for Health<br />

& Bioresources AIT<br />

given a fascinating dialogue on "pure leadership –<br />

what we can learn from military education”. In<br />

addition the audience was given a personal insight<br />

into the everyday life of a lieutenant colonel.<br />

Decision makers and trendsetters like Marlene<br />

Auer, editor in chief Horizont, Valerie Höllinger,<br />

managing director BFI Vienna, Sophie Martinetz,<br />

founder and managing partner Seinfeld Professionals,<br />

Katharina Aplienz, instructor Montessori Academy<br />

and Christoph Trost, founder UNIspotter app,<br />

explained the influencing factors and challenges of<br />

the 21st century. They also complained about the<br />

impact of modern educational institutions compared<br />

against social media on the "Digital Native<br />

Generation". Most importantly: adaptability, curiosity<br />

and digital fitness!<br />

The European Business and Investment Magazine <strong>iconannual</strong> 97

maximize your business communication!<br />

award conception I brand communication & consulting<br />

event management I marketing outsourcing<br />

public relations I ratings & studies<br />

Our initiatives<br />

www.icon-vienna.net<br />

www.europeanbrandinstitute.com/forum/<br />

www.womenleadership.at<br />

maX iconvienna GmbH<br />

Börsegasse 9/8, 1010 Wien<br />


Women Leadership Forum<br />

Initiatives<br />

How to attract more women in research and technology<br />

was discussed by panel chair Sophie Martinetz<br />

together with Lisa Cichocki (IST Austria), Elke<br />

Guenther (AIT), Rassa Seyedi (IBM Austria), Andrea<br />

Schmoranzer-Jerabek (L'Oréal Luxe) and Gabriele Költringer<br />

(Technikum Wien).<br />

NEWS editor-in-chief Esther Mitterstieler, chaired<br />

the panel with corporate leaders Veronika Zügel<br />

(ÖBB-Holding AG), Heidemarie Kipperer (myWorld<br />

Austria), Monika Poeckh-Racek, (ADMIRAL AG), Karoline<br />

Resch (BMLV) , Martina Denich-Kobula (FidWW)<br />

and leadership coach Karin Weigl discussing "The<br />

Educated Power Woman: overeducated - undervalued?",<br />

the company-internal education opportunities<br />

and what skills women need in the C-Suite to be successful.<br />

A fixed female quota in companies was seen<br />

diverse by the panelists.<br />

At the following cocktail reception Valentina<br />

Prinz, managing director of Yuvell Fine Aesthetics<br />

gave away the secret of how to make the skin glow and<br />

Austro- designer Elke Freytag raised a cheer from all<br />

participants for her exclusive fashion show in cooperation<br />

with the action artist Billi Thanner.<br />

"At ÖBB we have set ourselves the goal of<br />

continual increasing the share of women -<br />

including management positions. Our claim<br />

is to be perceived as a<br />

role model company even<br />

beyond the country's<br />

borders."<br />

Veronika Zügel<br />

Head of corporate human<br />

resources, ÖBB-Holding AG<br />

Foto: KK<br />

"Personally, I am still fascinated by the natural<br />

sciences and the professional environment<br />

that an institute for basic<br />

research has to offer and<br />

where the limits of our<br />

knowledge are being<br />

expanded day by day."<br />

Foto: Lisa Cichocki<br />

WOMEN LEADERSHIP FORUM <strong>2018</strong><br />


SEPTEMBER 18, <strong>2018</strong><br />


www.womenleadership.at<br />

Lisa Cichocki<br />

Visits, Marketing<br />

Communication<br />

IST Austria<br />

"Women have to become even more visible<br />

and noticeable in the future. „Woman“<br />

needs a better navigation<br />

system in the future<br />

to break through the<br />

jungle of power and<br />

manipulation."<br />

James F. Photography (Wolfgang Bauer)<br />

Patrica Staniek<br />

CEO Int. Consulting & Profiling<br />

"Education has changed more in the<br />

last five years than it has in the last 2000<br />

years before. With a digitization rate of<br />

3%, education is one of the few ultraindustries<br />

which are still facing a serious<br />

technological transformation. The five<br />

trends digitization,<br />

personalization,<br />

privatization,<br />

automatization and<br />

globalization will shape<br />

this transformation.“<br />

Christoph Trost<br />

Co-Founder UNIspotter<br />

Foto: KK<br />

The European Business and Investment Magazine <strong>iconannual</strong> 99

Lansky, Ganzger + partner<br />

legally<br />

How to<br />

protect<br />

Ideas cannot be protected, but trademarks certainly can. Trademark protection is getting increasingly<br />

important all over the globe. Companies are becoming more and more aware of the value of trademarks.<br />

If a trademark is successfully registered and capitalized, the idea behind it will be identified<br />

with this trademark and therefore it will be more difficult for imitators to copy the idea.<br />

By citing YouTube or Google as examples, there<br />

would be a variety of possible alternatives. It<br />

is not possible to protect the idea of uploading<br />

videos to a platform and watching them there or<br />

searching for certain keywords on the internet. Therefore<br />

a third party cannot be prohibited from establishing<br />

the same products on the market. Nevertheless,<br />

YouTube and Google managed to become market leaders.<br />

This is mainly due to the fact that their trademarks<br />

acquired international brand awareness. Hence trademark<br />

protection is to be considered at the very beginning<br />

of a project.<br />

A comprehensive trademark analysis is absolutely<br />

advisable in international projects and international<br />

start-ups. Work for proper legal protection of a trademark<br />

has to be done already before the launch of a<br />

project. This article outlines a potential trademark<br />

protection process in Austria, the EU and other relevant<br />

international markets.<br />


If you chose a phrase, a logo or the combination of a<br />

text and a logo for your project, you can register it at the<br />

Austrian Patent Office (ÖPA). Words are to be registered<br />

as wordmarks, pure graphics as figurative marks and<br />

the combinations of words and graphics as figurative<br />

marks containing word elements. Moreover, there are<br />

also rather unusual variants of marks, such as colour<br />

marks, sound marks, hologram marks or 3D marks.<br />

With the pace of technical progress, further categories<br />

of marks will certainly be added in the future.<br />

In Austria you have to expect a fee of at least EUR<br />

284.00 for a trademark registration at the moment.<br />

This fee includes the registration in up to three<br />

classes. The registration in each additional class sums<br />

up to EUR 75.00. In addition, costs for legal consultation<br />

may be incurred.<br />

The term “classes” describes the systematization<br />

of goods and services according to the “Nice Agreement”.<br />

This classification globally systemizes goods<br />

and services according to specified classes. Therefore<br />

it is necessary to decide which goods and services<br />

your trademark has to be identified with before the<br />

registration. Goods and services are then to be listed<br />

in a register of goods and services. After the trademark<br />

has been successfully registered, the protection<br />

extends only to registered goods and services. Therefore<br />

they should not be set too narrow, otherwise protection<br />

of goods and services going beyond the registration<br />

is not provided. Too broad protection is also<br />

not recommended, as it allows competitors to cancel<br />

unused goods and services from the register.<br />

100 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

your brand<br />

Such a register of goods and services has to be<br />

attached to the trademark application. Before registering<br />

a trademark, it is therefore recommended to seek<br />

legal consultation on which goods and services are<br />

relevant and hence, which classes are to be included<br />

in the application. If done without legal assistance,<br />

this is the area most prone to errors in the course of a<br />

trademark application.<br />

In 2017 the ÖPA also introduced<br />

the possibility of online<br />

trademark registration and the<br />

accelerated “fast track” application.<br />

The advantage of online<br />

registration is a reduced registration<br />

fee, and the advantage<br />

of the fast track application is<br />

a shorter processing period.<br />

Currently, regular registration<br />

procedures last about 3<br />

to 5 months, depending on the<br />

complexity. This registration<br />

period can be shortened with a fast track application.<br />

Fast track applications can only be applied with predefined<br />

goods and services. That is how the detailed<br />

and time-consuming examination of goods and services<br />

by the ÖPA can be omitted.<br />


National trademark registrations only give protection<br />

in the respective national territory. Therefore the European<br />

Union established the European Union Intellectual<br />

Property Office (EUIPO), which allows trademark<br />

registrations providing protection within the whole<br />

EU. The registration procedure is similar to the one in<br />

Austria. The EUIPO also offers “fast track” registrations.<br />

However, the registration fees differ significantly. The<br />

fee for a trademark registration at the EUIPO amounts<br />

to at least EUR 850.00 at the moment and contains only<br />

one class. The registration in the second class will cost<br />

EUR 50.00, whereas the registration fee in each subsequent<br />

class sums up to EUR 150.00.<br />

Just like the national<br />

procedure, the EUIPO also<br />

allows the holders of older<br />

trademarks to file objections<br />

against new trademark applications.<br />

The trademark holder<br />

must argue that the new trademark<br />

application is identical<br />

or similar to an existing trademark.<br />

However, the European<br />

trademark proceedings provide<br />

an opportunity for both<br />

the holders of older European<br />

trademarks and the holders of<br />

older national trademarks from each member state to file<br />

an objection. When registering an EU trademark, the risk<br />

of an opposition is therefore considerably higher than in<br />

the case of a national trademark registration.<br />

Consequently it is advisable to first apply for a national<br />

trademark and then extend it to an EU trademark. The<br />

advantage is that the priority date of the national trademark<br />

can be transferred to the EU trademark within six<br />

months from the registration of the national trademark.<br />

Upon successful registration, the trademark will be protected<br />

beginning from the date of application (“priority”).<br />

This approach provides national trademark protection,<br />

even if problems occur in the EU trademark proceeding.<br />

"The protection of trademarks<br />

is an important issue for every<br />

company. Trademarks are a core<br />

value for companies, more and<br />

more companies have become<br />

aware of the value of trademarks.<br />

Registering a trademark is the<br />

easiest way to secure this value<br />

for the company." Gerald Ganzger<br />

The European Business and Investment Magazine <strong>iconannual</strong> 101

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 />

col labo rates<br />

and inter national banks, corporations and<br />

• with Media, ex ternal IP and specialists IT<br />

and a worldwide network<br />

companies have, over the past years, relied on<br />

• of Private consultants international and local law<br />

advisers. This ensures<br />

the firm’s extensive expertise. The all-inclusive<br />

• that Public the decision-making firm able to offer processes<br />

individual, strategic<br />

approach of Lansky, Ganzger + partner clearly<br />

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

distinguishes itself from the general standard of<br />

• and Outsourced international legal clients. services<br />

Many renowned national<br />

a conventional, solely legal consultancy.<br />

LAnSky, GAnzGeR + partner<br />

Attorneys at Law<br />

Biberstrasse 5<br />

a-1010 Vienna (austria)<br />

W: www.lansky.at<br />

T: +43 1 533 33 300<br />

F: +43 1 532 84 83<br />

e: office@lansky.at<br />

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

Lansky, Ganzger + partner<br />

Brands<br />

The advantage of an EU trademark is obvious:<br />

Trademark applicants do not have to go through the<br />

cumbersome process of national registrations in all<br />

the member states, but can obtain trademark protection<br />

in all the member states of the EU with a single<br />

application at the EUIPO. In terms of legal protection,<br />

an EU trademark, in principle, has the same status as<br />

a national trademark in a member state.<br />

The upcoming Brexit brings uncertainties in this<br />

context. It might be possible that an EU trademark<br />

remains in effect in the UK after Brexit. It is also conceivable<br />

that legal protection will cease to exist in the<br />

UK. Therefore a separate application in the UK would<br />

be necessary after Brexit.<br />



These days, a good idea will seldom remain local. In the<br />

digital age, it will rapidly spread globally. In order to be<br />

able to exploit the potential of a certain digital product,<br />

a rollout on an international scale is often intended.<br />

However, despite all the euphoria, companies should<br />

not forget about the international trademark protection.<br />

Certainly it is possible to choose the tedious way<br />

and engage a lawyer or a patent attorney in each country<br />

where a company would like to break into the<br />

market. This is a time-consuming and a cost-intensive<br />

way and in many cases it is therefore not advisable.<br />

Especially in cases where companies plan a rollout in<br />

many different countries, it is advisable to follow the<br />

path through the World Intellectual Property Organization<br />

(WIPO), which is based in Switzerland. For<br />

an international trademark registration at the WIPO<br />

a basic registration is needed, for instance a national<br />

trademark or a European Union trademark.<br />

A trademark can be registered in approximately 100<br />

member states within the WIPO. It is only necessary<br />

to translate the list of goods and services either into<br />

English or French. The fee for the registration at the<br />

WIPO can differ from country to country. Approximately<br />

CHF 750.00 (including three classes), this equals<br />

approx. EUR 640.00, is charged per country for the registration<br />

of a trademark. WIPO itself does not carry out<br />

the registration process. Instead it centrally forwards<br />

the application to the national trademark offices. The<br />

benefit of the registration through WIPO is that applicants<br />

can centrally manage all the international trademark<br />

registration procedures. Furthermore, the information<br />

on a successfully registered trademark is stored<br />

in the “Global Brand Database” managed by WIPO, and<br />

can easily be accessed worldwide through an online<br />

search system. The visibility of a trademark alone<br />

already offers a certain protection and has a deterrent<br />

effect against imitation.<br />

Nevertheless companies should not underestimate<br />

the procedure of international trademark registrations<br />

since, in most countries, the application and registration<br />

procedure is often not as quick as one expects. In<br />

some cases it is necessary to submit additional statements<br />

and documents to the national trademark offices,<br />

whereas this often needs to be settled through national<br />

partner law offices. Especially in countries with the<br />

Anglo-American legal system, registering a trademark<br />

is only possible with a confirmation either that the<br />

trademark has already been used or that companies<br />

intend to use the trademark in the future (“Intent-to-<br />

Use” statement). Experienced attorneys can successfully<br />

guide companies through the complex procedure<br />

of international trademark registrations.<br />

The member states of WIPO comprise such significant<br />

markets like the USA, Russia, Japan, India or<br />

China. Unfortunately, not all important markets are<br />

WIPO member states. That is why help of a national<br />

attorney or patent attorney might be unavoidable. This<br />

is the case with e.g. Canada, Brazil or Argentina.<br />


After the registration is successfully completed, the<br />

protection process is not over yet. Upon registration, it<br />

is recommended to establish a proactive and efficient<br />

brand management. It is necessary to monitor a brand<br />

and resolutely send cease-and-desist letters to those<br />

who infringe trademark rights.<br />

Trademark monitoring is offered by specialized companies<br />

and such monitoring results should be reviewed<br />

by lawyers or legal experts. If cases of infringement by<br />

third persons are not pursued consequently, the best<br />

trademark protection will be in vain.<br />

Foto: K.K.<br />

Mag. Oliver Peschel<br />

is an associate at Lansky,<br />

Ganzger + partner in<br />

the litigation and<br />

IP/IT department.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 103

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<br />

Eigentum 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 dem<br />

European Consumer Brand Fund<br />

schaffen wir Möglichkeiten, die es<br />

bisher in Europa nicht gab. Unsere<br />

gemeinsame Aufgabe ist es, das<br />

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 in Verbindung<br />

mit Private Equity oder<br />

Stand-Alone umgesetzt werden.<br />

Die Entwicklung der operativen<br />

Ergebnisse und KPIs und die dazu<br />

notwendigen Instrumente, sind<br />

eine Voraussetzung für eine positive<br />

gemeinsame Markenentwicklung.<br />

Durch die Wiederbelebung von<br />

„Heritage Brands“ und mit nachhaltigen<br />

Investitionen in bestehende<br />

Marken, die in Europa vor<br />

allem durch viele Klein- und Mittelbetriebe<br />

vorhanden sind, haben<br />

wir 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 />

104 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

While your company can obtain<br />

funding for growth and working<br />

capital, brand building investments<br />

do not attract interest from the<br />

funding community that much.<br />

Klaus Müllner<br />

Founder & Chief Investment Officer<br />

Dr. Gerhard Hrebicek<br />

Founder & Chief Brand Officer<br />

Foto: istockphoto.com<br />

Europe’s future depends on intellectual property<br />

and in particular on the many strong and valuable<br />

brands that should be marketed even better.<br />

But how can brand investments be financed?<br />

Great potential is created through alternative financing<br />

such as private equity, venture capital or specialized<br />

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<br />

opportunities 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 is<br />

precisely analyzed and discussions are conducted<br />

about the company’s orientation. In most cases, the<br />

results lead to a private equity partnership, but brand<br />

financing programs can also be considered in connection<br />

with private equity or stand-alone. The development<br />

of the operating results and KPI’s and the necessary<br />

tools are a prerequisite for a positive brand<br />

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 <strong>iconannual</strong> 105

SummerLight Capital Partners<br />

Alternative<br />

From an organization’s viewpoint,<br />

a strong brand is a valuable<br />

asset. It is, however, an<br />

intangible asset. Its value to the<br />

company ultimately depends<br />

on the value of the brand to<br />

consumers, reflected by the<br />

extent to which they rely on<br />

the brand to make decisions.<br />

For this reason it has historically<br />

been difficult for organizations<br />

to evaluate brands,<br />

give them a financial valuation<br />

and invest in them.<br />

Financing<br />

for Brands<br />

Opportunity versus Challenge<br />


We have experienced many changes in the last years<br />

and decades in the way business is conducted. The digital<br />

area has brought a complete new mind set, new companies<br />

to the consumers and has introduced a change<br />

in consumer behaviour and business processes. By<br />

introducing Web-shops and Web-platforms, but also the<br />

integration of different Business Channels (B2C, B2B,<br />

Web-shops), they are influencing<br />

our way of working<br />

significantly. Complete new<br />

job profiles have been created,<br />

the Supply Chain Management<br />

has been significantly<br />

adapted and Social Media<br />

and other Online-Platforms<br />

created transparency in the<br />

process, whilst also replacing<br />

and changing the traditional<br />

advertisement and communication strategies. Furthermore<br />

geographic boundaries are less and less important,<br />

and the concept of “Territory Penetration” or neighbourhood<br />

shops, have to be adapted as many products<br />

are available with one Mouse Click, worldwide. Therefore,<br />

most of the retailers and Consumer Companies are<br />

"Alternative Financing for<br />

Cluster/Lead brands is pivotal<br />

for companies to take the next<br />

step of their growth journey<br />

either domestically, regional<br />

or globally and to exploit the<br />

full potential of the Brand."<br />

trying hard to develop new strategies to stay in the game<br />

in order to not lose control of distribution and pricing.<br />

For consumers it is getting harder and harder to<br />

understand the different platforms, products and offers<br />

in the “Digital Jungle”. What has remained during this<br />

time, and now even more so, is the desire to buy a product,<br />

which the consumer can identify and associate a<br />

certain DNA with – in simple<br />

words, TRUST.<br />



The understanding of Brands<br />

and Consumer behaviour<br />

leads to the opportunity and<br />

necessity of providing Alternative<br />

Financing to such<br />

Consumer Companies with<br />

strong brands. The new business environment has created<br />

opportunities but also challenges for SME and<br />

Midcap Consumer Brand companies. While big-sized<br />

consumer companies have the structure and financing<br />

to phase global and structural changes – the smaller<br />

companies have to adapt to these structures, processes.<br />

106 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

Quality Brand<br />

Growth & Values<br />

Brand Valuation<br />

Financial<br />

Structuring<br />

Market &<br />

Consumer<br />

Risk Valuation<br />

They have to invest in people with global thinking and<br />

train them as well as investing in product labelling,<br />

marketing, I.T, and strengthening the brand etc., which<br />

demands fresh capital – to participate in these new<br />

opportunities in order to not fall behind.<br />

Most of the SME and Midcap companies, which<br />

are often family-owned, have spent their cash reserve<br />

to stay in business during the recent financial crisis.<br />

To receive bank loans, without sufficient collateral,<br />

remains a challenge, especially if the investments<br />

are not solely fixed asset driven. Additionally, these<br />

companies require not just capital but also know-how<br />

on how to perform these necessary adaptions and an<br />

understanding of the new way of working, other markets<br />

and how they should develop their Brand.<br />


Apart from the capital needs, companies might also<br />

need the guidance towards changing and adapting.<br />

Some specialized Private Equity Funds have realized<br />

the need to have the financial skills is not enough,<br />

but also emphasize the importance on team members<br />

with operational experience, who can help the companies<br />

to accelerate the full potential. Companies will<br />

very carefully analyse which potential operational<br />

experience “partners” they require and will also<br />

make sure that the “chemistry” and entrepreneurial<br />

attitude will harmonize.<br />

What makes the real difference is to additionally<br />

have a fund partner, which is specialised in Brand<br />

issues. To focus on the Brand development is not just<br />

simplifying the growth strategy and entering new markets<br />

however creating other brand related opportunities<br />

and downside protection of the investment for the fund.<br />

SummerLight Capital calls this the TRIPLE PLUS<br />

strategy (traditional Private Equity, Brand Instruments<br />

and Downside Protection). With the specific<br />

team structure, with specialists in financial/Private<br />

Equity, operational and Brand issues, SummerLight<br />

Capital provides a unique offer to companies and has<br />

its own USP over other Funds, which focus on a more<br />

generalist approach. There are many possibilities<br />

involving Brands, from a Brand Valuation and Certification,<br />

which might even allow for a collateral and<br />

balance sheet usage. Furthermore an unbundling the<br />

brand from the operational business and allowing for<br />

licencing for new product areas and the reactivation<br />

of dormant or sleeping brands.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 107

Brand Global Council<br />

Brands create<br />

prosperity for<br />

economies.<br />

Brands are one of the most significant but<br />

least understood assets for companies and<br />

economies.<br />

Brand Global Council is a global council of countries,<br />

organizations and professionals working to improve and<br />

communicate to all stakeholders the value of brands<br />

and their contribution to overall economic and societal<br />

wellbeing and inclusive, sustainable development.<br />

Consumers buy brands, not products. The best<br />

brands today are meaningful in the lives of consumers.<br />

They are much more than products,<br />

names, advertising, etc.<br />

Brands create prosperity for economies. Strong<br />

brands create wealth, jobs and growth and should be<br />

viewed as an economic asset.<br />

The world has come online and there are many new<br />

markets and a growing middle class in countries like<br />

India, China, Brazil, Russia, South Africa, Nigeria, Indonesia<br />

and many more places.<br />

As brands play an important role in economic development<br />

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

cities and destinations to be able to utilize the<br />

benefits of brands.<br />

As an NGO and global think-tank, the BGC represents<br />

the interests of brands, the most important assets<br />

for businesses and economies, with the aim of communicating<br />

and promoting the business and social value of<br />

brands and their contribution to prosperity. The goal is<br />

to help organizations realize and increase the value of<br />

their brands.<br />

In addition, it creates an important link to international<br />

brand-related organizations. The location with<br />

Vienna as headquarters was deliberately chosen due to<br />

the geopolitical situation between America and Asia,<br />

the neutrality and security of Austria, existing locations<br />

of international organizations such as UN, OPEC, OSCE<br />

as well as the resulting experience in international congress<br />

tourism and the historical bridging function.<br />

As the first standard worldwide for brand valuation<br />

was developed in Vienna, this underlines the leadership<br />

of this City of the subject. Therefore BGC is dedicated<br />

to the implementation of international standards for<br />

brands especially those for brand valuation and evaluation<br />

and will cooperate and liaison with other international<br />

organizations to achieve this purpose. >><br />

Activities of BGC<br />

The BGC's main areas of activity include the development<br />

and introduction of brand standards and certifications,<br />

the development of international events and management<br />

training, as well as the promotion of alternative<br />

forms of financing for brand companies and cooperation<br />

initiatives between and within the regions.<br />

The Brand Global Council, serves as global forum for<br />

coordination, know-how exchange, idea generation and<br />

development of collaborative initiatives and projects.<br />

All activities are directed to enabling organizations to<br />

report and benefit from the value of their brands and to<br />

making brand value a means of economic development<br />

108 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

• European Initiative<br />

• Russian Initiative<br />

• Asian Initiative<br />

America<br />

Europe<br />

Africa<br />

Asia<br />

• Chinese Initiative<br />

• African Initiative<br />

North America<br />

Latin America<br />

& Caribbean<br />

EU & CEE<br />

Russia<br />

South Africa<br />

China<br />

India, Korea,<br />

Japan, etc.<br />

• North American<br />

Initiative<br />

• Latin America &<br />

Caribbean Initiative<br />

© <strong>2018</strong> BRAND GLOBAL Council<br />

Initiatives<br />

Increased concern for and understanding of brand value<br />

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

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

economically underdeveloped regions. In order to create<br />

awareness and assist organizations around the world,<br />

regional brand initiatives will be developed. They are<br />

meant to communicate and demonstrate both the business<br />

and societal value of brands. Through these actions,<br />

the BGC will become both a top-down and a bottom-up<br />

organization representing nearly all of the world.<br />



BGC<br />

On 26 th of April 2017, the<br />

World IP Day, the first<br />

meeting of the "Brand<br />

Global Council for Value<br />

and Sustainable Growth",<br />

which was founded to<br />

promote the business and<br />

social value of brands,<br />

took place at Novomatic<br />

Forum in Vienna.<br />

Carlos Chanduvi, Bobby Calder, Gerhard Hrebicek, Pingjun Liu, Klaus Müllner<br />

The European Business and Investment Magazine <strong>iconannual</strong> 109

Brand Global Council<br />

Why Brand Standards<br />

Everyone recognizes that<br />

brands are important.<br />

But why is the implementation<br />

of standards for brand value<br />

and brand management so<br />

important?<br />


To start with, we must realize that since the 1990s<br />

investment in intangible assets (such as- R&D, software,<br />

human resources and brands) has exceeded that of tangible<br />

assets. The intangible asset value component of the<br />

S&P stock index grew from 17 percent in 1975 to 87 percent<br />

in 2015.<br />

Intangible assets are now the key to economic growth<br />

and increasing corporate value. Unfortunately, as with<br />

intangible assets generally, it has historically been very<br />

difficult assign a value to brands or identify the metrics<br />

for brand management and reporting.<br />

How can you create more value with a strong brand?<br />

The Trend is moving from<br />

tangible to intangible<br />

assets<br />

Therefore a different/<br />

additional way to<br />

manage your balance<br />

sheet is required<br />

Have the brand as one<br />

of your cornerstones in<br />

your strategic thinking<br />

Intangible Assets<br />


83 %<br />

17 %<br />

68 %<br />

32 %<br />

32 %<br />

68 %<br />

Tangible Assets 1975 1985 1995<br />

Dr. Gerhard Hrebicek<br />

Chairman Brand Global Council<br />




Names, symbols and<br />

the like are just ways of<br />

referring to brands, ideally<br />

in a way that itself<br />

influences how consumers think about the brand. The<br />

brand, however, is the ultimate meaning, or the idea, of<br />

the product in the consumer’s head. It is how the consumer<br />

thinks about the product, what he or she believes<br />

to be true about it.<br />

A brand is thus subjective, not objective. The key<br />

point to realize is that it is the consumer<br />

who owns the brand. The<br />

brand exists in the consumer´s mind.<br />

Although brands are created by<br />

tangible investments in advertising<br />

20 %<br />

13 % and other marketing activities, the<br />

resulting brand is the idea or meaning<br />

that is created in the consumer’s<br />

mind. It is an intangible asset. Beyond<br />

80 %<br />

87 % this, and unlike software or patents,<br />

a brand only exists as a subjective<br />

2005 2015<br />

state in the consumer mind. From a<br />

company’s point of view, the question<br />

becomes, how do you assess the value<br />

of a brand when brands are so intangible<br />

as to be essentially subjective.<br />

110 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

Implementation<br />

is important<br />










Brands are in people's minds<br />

Brands influence behaviour and attitude<br />

Brands develop experiences and emotions<br />

Brands create orientation, trust and loyalty<br />

Brands create a competitive edge<br />

Brands create profitability<br />

Brands create growth<br />

Brands reduce risks<br />


set rules for the assessment of brand management and<br />

the monetary valuation - for something that exists in the<br />

consumer’s head.<br />

To do this we have to first evaluate the strength of the<br />

brand according to the latest international standards.<br />

These standards specify the different kinds of indicators<br />

of brand strength that can be used to evaluate the power<br />

of the brand idea or meaning in the consumer’s mind.<br />

Many indicators have been developed by marketers and<br />

used to measure brand strength. A simple one would be<br />

to ask consumers which brand in a category they would<br />

pick if they could have any of them regardless of price.<br />

The final step in determining the value of a brand<br />

is to relate the evaluation of the brand to one or more<br />

metrics of financial performance. The performance on<br />

financial cash flow determines the monetary valuation<br />

of the brand.<br />

The value of a brand for a company can thus be measured<br />

even though brands are inherently intangible and<br />

subjective. For such measurements to be accepted and<br />

implemented, however, standards must be implemented<br />

so that measurements are consistent and comparable<br />

across organizations and over time.<br />

The implementation of these international standards<br />

is the key to being able to treat brands as intangible<br />

financial assets so that they may be fully taken into<br />

account in corporate governance and in transactions<br />

among companies as well as in investment decisions.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 111

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

Standards lay<br />

foundation for<br />

brand _ building<br />

CCBD is mainly engaged in brand theory study, formulation of<br />

international and national standards, publicity of brand evaluation,<br />

professional and technical training, international cooperation, etc.<br />

To be scientific, impartial,<br />

transparent and admitted<br />

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

the only national brand-related organization that<br />

has acquired permission from State Council and<br />

approval from Ministry of Civil Affairs of the PRC<br />

and is under the direct administration of General<br />

Administration of Quality Supervision, Inspection<br />

and Quarantine of the PRC (hereinafter referred to<br />

as “AQSIQ”). Adopting the system of council, CCBD<br />

is a non-profit social organization constituted voluntarily<br />

by enterprises, public institutions, social<br />

groups and individuals that are relevant to brand<br />

development. Mr. LIU Pingjun, member of the<br />

national committee of CPPCC and former deputy<br />

director of 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<br />

fostering consultation, professional and technician<br />

training, brand exhibition, international cooperation<br />

and exchange, etc.<br />

CCBD has been focusing on brand evaluation,<br />

which is currently its important undertaking, in<br />

the principle of “To be scientific, impartial, transparent<br />

and admitted”.<br />

Brand evaluation is an important action to generate<br />

positive energy for Chinese brands, improve<br />

their international influence and propel them to go<br />

global.<br />

Standards lay foundation for<br />

brand-building<br />

One of “the three transformations” in brand activities<br />

is transforming Chinese products to Chinese<br />

brands. This process requires correct understanding<br />

of brand connotation, meaning the quality, style<br />

and virtue of a brand and denotation, referring to<br />

112 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

Fotos: Ülle Baum<br />

ISO Plenary Meeting 2017 in Vienna<br />

cultivation, marketing and evaluation of<br />

brands. For achieving these goals standards<br />

should be recognized and applied as the basis<br />

and embodiment of a brand. These standards<br />

determine the quality of brand products and<br />

services leading to a progressive and operable<br />

approach in standardization.<br />

CCDB pays attention to the development<br />

and implementation of standards for brand<br />

products and services so as to consolidate<br />

the foundation of the brand and make them a<br />

symbol for the brand. Along with the development,<br />

standards need continuously revision<br />

in terms of brand innovations and development,<br />

so that the brands and standards<br />

enter the market synchronously.<br />

Pingjun Liu, Bobby Calder, Gerhard Hrebicek<br />

The European Business and Investment Magazine <strong>iconannual</strong> 113

European Brand Institute<br />

European<br />

Brand Institute<br />

Europas unabhangige Marken _<br />

und Patent _ Bewertungsexperten<br />

:<br />

Das European Brand Institute (EBI) ist Europas<br />

führendes Forschungsinstitut für die Bewertung<br />

und Evaluierung von immateriellen<br />

Vermögenswerten. Unsere Schwerpunkte<br />

liegen in der Bewertung von Marken- und Patenten.<br />

Durch unsere Forschung und Mitarbeit in der<br />

internationalen Standardisierung der Marken- und<br />

Patentbewertung und insbesondere der neuen ISO<br />

zur Markenevaluierung, sowie unserer Beratungsund<br />

Consultingleistungen, tragen wir zu einer<br />

nachhaltigen Entwicklung in Europa und weltweit<br />

bei.<br />

Markenwert - Warum ist eine starke<br />

Markenführung heutzutage so wichtig?<br />

Marken sind Qualitätsmerkmale und Wertfaktoren<br />

und es ist längst kein Geheimnis mehr, dass Marken<br />

von größerer Bedeutung sind, als die Produkte und<br />

Dienstleistungen selbst. Laut unseren Forschungen<br />

liegt der Anteil des Markenwerts bei rund 40% des<br />

Unternehmenswerts – Tendenz steigend!<br />

Viele Unternehmer wissen gar nicht, dass sie<br />

selbst bereits eine Marke sind bzw. haben. EBI hat<br />

sich unter anderem das Ziel gesetzt, das Bewusstsein<br />

für eben jene immateriellen Vermögensgegenstände<br />

zu steigern. Das gilt für große, mittlere und kleine<br />

Unternehmen. Eine gut geführte Marke schafft Vertrauen,<br />

Selbstbewusstsein und Kundenloyalität,<br />

bleibt in den Köpfen der Verbraucher und kann zum<br />

Symbol eines speziellen Lifestyles werden.<br />

Europe’s independent brand<br />

& patent valuation experts<br />

and consultancy.<br />

The European Brand Institute (EBI) is Europe’s<br />

leading research institute for the evaluation<br />

of intangible assets. Our key activities<br />

emphasize on brand value and patent value.<br />

Through our research and participation in the<br />

international standardization of brand and patent<br />

valuation and especially the new ISO on brand evaluation,<br />

as well as our advisory and consulting services,<br />

we contribute to a sustainable development<br />

in Europe and globally.<br />

Value to brands -<br />

Why is branding so important today?<br />

Brands are quality features and value factors. It’s<br />

not a secret anymore that brands are more important<br />

than the products and services themselves.<br />

According to our researches, the brand value is<br />

worth about 40% of the company value – and the<br />

trend is rising!<br />

Many entrepreneurs do not even know that<br />

they have brand. One of the objectives of EBI is to<br />

increase awareness of those intangible assets. This<br />

is valid for large, medium and small businesses. A<br />

well-managed brand creates trust, confidence and<br />

customer loyalty, remains in the minds of customers<br />

and can become a symbol of a specific lifestyle.<br />

114 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

Foto: istockphoto.com<br />

Welchen Vorteil ziehen Unternehmen daraus,<br />

den Wert ihrer Marke zu kennen?<br />

Der Trend der Entwicklung der Werthaltigkeit von<br />

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 – ausgerichtet<br />

sein. Verbraucher haben keine Beziehung<br />

zu einem Produkt, sondern sind der Marke treu!<br />

Als immaterieller Vermögensgegenstand wird der<br />

Wert der Marke auch zu einer der wichtigsten bilanzrelevanten<br />

Kennziffern. Informationen darüber<br />

sind für Investoren und Kapitalgeber von zentraler<br />

Bedeutung, denn diese erkennen bereits zunehmend<br />

die Vorteile einer starken Marke: erhöhte Rentabilität<br />

und niedrigeres Risiko. Durch die Nutzung der letztgültigen<br />

ISO-Standards leisten wir einen wesentlichen<br />

Beitrag zur Markenwertsteigerung.<br />

Which advantage do companies<br />

derive from knowing their brand value?<br />

The trend of asset value development in business<br />

today is moving away from tangible to intangible<br />

assets. Value-oriented management should therefore<br />

focus primarily on intangible assets – as the<br />

brand. Consumers don’t have a relation to products<br />

but are loyal towards the brand!<br />

As an intangible asset, the value of the brand<br />

also becomes one of the most important balance<br />

sheet-relevant indicators. This information is of<br />

central interest for investors and financiers, who<br />

are already increasingly recognizing the benefits<br />

of a strong brand: increased profitability and lower<br />

risk. By using the latest ISO standards we contribute<br />

significantly to the growth of brand value.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 115

European Brand Institute<br />

World’s<br />

most valuable brand<br />

corporations 2017<br />

Facebook hits global TOP 10 most valuable brand corporations (+44%),<br />

US _ brand corporations lead: 1. Apple, 2. Google, 3. Microsoft, LVMH Group No. 1 in Europe<br />


Brand Institute – Europe’s independent brand & patent valuation<br />

experts, examined more than 3.000 brand corporations and their brands<br />

in 16 industries, according to the latest ISO valuation standards.<br />

Global<br />

Facebook, poster child for Consumer<br />

Engagement increases its brand<br />

value by +44% (EUR 54.763 bn),<br />

climbing up to global rank 10 (+44%)<br />

within 4 years. Apple slightly loses<br />

but remains world’s leading brand<br />

corporation with brand values of<br />

EUR 144.571 bn (-3%), followed by<br />

Google EUR 107.913 bn (+17%) and<br />

Microsoft EUR 76.867 bn (+2%).<br />

China Mobile EUR 55.589 bn (+5%)<br />

moves to global rank 8.<br />

Europe<br />

LVMH remains Europe’s most valuable<br />

brand corporation, representing<br />

brand values of EUR 49.979 bn (+15%/<br />

global rank 12), followed by Belgian<br />

AB Inbev EUR 41.674 bn (+3%/ global<br />

rank 17) and Swiss No. 1 Nestlé EUR<br />

37.745 bn (-1%/ global rank 20). Germany’s<br />

Telecom EUR 25.217 bn (+2%/<br />

global rank 32) replaces Volkswagen<br />

Group (EUR 23.363 bn/-12%) on top.<br />

Austrian’s Red Bull (EUR 15.247 bn)<br />

holds global rank 74.<br />

Growth<br />

Average growth of GLOBAL TOP<br />

100 shows +6,4%, TOP 10 rise by<br />

12,4%. Strong brands become even<br />

stronger and more valuable. Facebook<br />

shows the highest relative<br />

growth (+44%), followed by Adidas<br />

gaining +41% and KraftHeinz<br />

(+34%). US brand corporations,<br />

dominating IT & Technology, are<br />

leading 10 industries and are worth<br />

62% of TOP 100.<br />

Segmentation<br />

US brand corporations are leading<br />

with 49 (0) out of the TOP 100 brand<br />

corporations. Europe represents 34<br />

(1) with Germans leading, whilst<br />

Asia catches up with 17 (+1).<br />

GLOBAL TOP 100<br />


2017 Brand Value in Mio. €<br />

EUR 144.571<br />

EUR 107.913<br />

EUR 76.867<br />

EUR 71.593<br />

EUR 71.412<br />

EUR 68.793<br />

EUR 61.038<br />

EUR 55.589<br />

EUR 55.462<br />

EUR 54.763<br />

©<strong>2018</strong> European Brand Institute<br />

116 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

Foto: istockphoto.com<br />




CHINA<br />

FRANCE<br />


JAPAN<br />


USA<br />


Foto: istockphoto.com<br />

EUR 15.247 bn (+0,9%)<br />

EUR 3.507 bn (+2,%)<br />

EUR 3.169 bn (+8,4%)<br />

EUR 26.917 bn (+12%)<br />

EUR 25.529 bn (+37%)<br />

EUR 22.630 bn (-3%)<br />

EUR 49.979 bn (+15%)<br />

EUR 16.350 bn (+18%)<br />

EUR 16.335 bn (+6%)<br />

EUR 25.217 bn (+2%)<br />

EUR 23.363 bn (-12%)<br />

EUR 22.764 bn (-2%)<br />

EUR 31.998 bn (0%)<br />

EUR 21.887 bn (+9%)<br />

EUR 13.980 bn (+4%)<br />

EUR 29.171 bn (+8%)<br />

EUR 27.628 bn (-6%)<br />

EUR 23.781 bn (-2%)<br />

EUR 144.571 bn (-3%)<br />

EUR 107.913 bn (+17%)<br />

EUR 76.867 bn (+2%)<br />

EUR 38.733 bn (+12%)<br />

EUR 20.653 bn (+1%)<br />

EUR 9.436 bn (+6%)<br />


EUROPE<br />

Automotive:<br />

Volkswagen Group (Germany)<br />

Business Services: SAP (Germany)<br />

Consumer Goods: AB Inbev (Belgium)<br />

Durables: Bosch (Germany)<br />

Financial Services: HSBC (U.K.)<br />

Industry: BASF (Germany)<br />

Luxury: LVMH (France)<br />

Pharma, Health & Biotech:<br />

Novartis (Switzerland)<br />

Retail: Inditex (Spain)<br />

Telecommunications:<br />

Telecom (Germany)<br />

Utilities: Shell (U.K.)<br />


Automotive: General Motors<br />

Consumer Goods: Coca Cola Company<br />

Durables: Nike<br />

Financial Services: Wells Fargo<br />

Industry: Boeing<br />

IT & Technology: Apple<br />

Logistics: UPS<br />

Media & Entertainment: Walt Disney<br />

Pharma, Health & Biotech: Pfizer<br />

Retail: Amazon<br />

Telecommunications: AT&T<br />

Utilities: General Electric<br />

ASIA<br />

Automotive: Toyota (Japan)<br />

Financial Services:<br />

China Construction Bank (China)<br />

Industry: Tata (India)<br />

IT & Technology: Samsung (Korea)<br />

Retail: Alibaba Group (China)<br />

Telecommunications:<br />

China Mobile (China)<br />

Utilities: Sinopec (China)<br />

Data based on Fiscal Year 2016<br />

The European Business and Investment Magazine <strong>iconannual</strong> 117

EBI Global<br />

Setting New Standards<br />

Foto: CCBD<br />

Gerhard Hrebicek, European Brand Institute; Pingjun Liu, China Council for Brand Development<br />

Als Vorsitzender eines internationalen<br />

Teams hat Herr Dr.<br />

Hrebicek mit der Entwicklung<br />

der neuen ISO Norm 20671<br />

"Brand Evaluation" internationale<br />

Standards für Markenbewertung,<br />

-management und -reporting<br />

gesetzt und damit die Grundlagen<br />

der Zertifizierung festgelegt.<br />

Ein Unternehmen, das nicht<br />

zertifiziert ist, kann nur behaupten,<br />

Qualität zu besitzen. Ein Unternehmen,<br />

das sich zertifizieren lässt,<br />

kann diese Qualität belegen. Durch<br />

eine eindeutige und objektive<br />

Auflistung der Unternehmenskompetenzen<br />

nach internationalen<br />

Kriterien, zeigen Sie Qualität nachvollziehbar<br />

nach innen und außen.<br />

Zudem erhöhen Sie Ihren Stellenwert<br />

bei Partnern, Investoren, Konsumenten<br />

und in der Öffentlichkeit<br />

durch die Dokumentation der<br />

Implementierung internationaler<br />

Standards. So wird hohe Qualität<br />

zum wirtschaftlichen Vorteil,<br />

denn mit der richtigen Vermarktung<br />

wird die Zertifizierung zu<br />

steigenden Umsatzzahlen führen.<br />

As chairman of an international<br />

team, Dr. Hrebicek<br />

has set international standards<br />

for brand evaluation, management<br />

and reporting with the<br />

development of the new ISO<br />

Standard 20671 "Brand Evaluation"<br />

and thus defined the basics<br />

of the certification.<br />

A company that is not certified<br />

can only claim to own quality.<br />

A company that is certified<br />

can prove this quality. Through<br />

a clear and objective list of company<br />

competencies according to<br />

international criteria, you can<br />

demonstrate quality in a comprehensible<br />

way, both intern and<br />

extern. In addition, you increase<br />

your status with partners, investors,<br />

consumers and the public by<br />

documenting the implementation<br />

of international standards. Thus,<br />

high quality becomes an economic<br />

advantage, because with<br />

the right marketing the certification<br />

will lead to increasing sales<br />

figures.<br />

Foto: istockphoto.com

Brands<br />

Velux EHF<br />

Final4 2017<br />

European Handball<br />

goes Tech _ June 2017<br />

Brand expert Dr. Gerhard Hrebicek was invited to speak at European Handball goes<br />

Tech in Cologne and discussed together with Franjo Bobinac (President and CEO,<br />

Gorenje), Michael K. Rasmussen (Senior Vice President Brand VELUX) and David<br />

Szlezak (Managing Director EHF Marketing) "The Future of handball sponsoring".<br />

ISO Working Group Paris<br />

September 2017<br />

Introducing the services of<br />

European Brand Institute<br />

and Summerlight Capital<br />

Partners to the Middle East.<br />

Business-appointments<br />

with companies and<br />

investors (Qatar Financial<br />

Center, Brand Qatar, Qatar<br />

Airlines) and a highlight<br />

meeting with H.E. Sheikh<br />

Faisal Bin Qassim Al Thani,<br />

Chairman and CEO of Al<br />

Faisal Holding and Austrian<br />

Ambassador to Qatar<br />

Dr. Willy Kempel.<br />

Qatar, December 2017<br />

As Chairman of the Committee for the Development of the new Standard ISO<br />

20671 Brand Evaluation, Dr. Hrebicek took part in the international meeting to<br />

finalize the draft International Standard of ISO20671. Last changes and adaptions<br />

were made to pave the way for an era-changing brand Standard.<br />

Gender Career Management<br />

November 2017<br />

Dr. Gerhard Hrebicek gave a keynote address on "Women Creating Brand<br />

Values" and explained why mixed gender leadership teams increase the<br />

brand value of a business.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 119




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Austrian Standards International<br />

Brands<br />

Podiumsdiskussion:<br />

Welche Standards<br />

braucht Industrie 4.0<br />

Das Austrian<br />

Standards<br />

Meeting Center<br />

Brand Evaluation:<br />



Österreichische Fachleute brachten<br />

ihr Know-how via Austrian Standards<br />

International ein.<br />

Vor wenigen Tagen endete die weltweite Abstimmung<br />

über den internationalen Standard ISO<br />

20671. Dahinter verbergen sich nicht weniger<br />

als die von der Fachwelt mit Spannung erwarteten<br />

Grundprinzipien der Markenbewertung. Der<br />

bisher nur schwer zu fassende immaterielle Vermögensgegenstand<br />

„Marke“ lässt sich damit nun materiell<br />

bewerten und vergleichen.<br />

Nicht zu übersehen: In diesem neuen Standard<br />

steckt eine kräftige Portion Know-how aus Österreich:<br />

Schon 2006 ist dazu bei Austrian Standards ein erstes<br />

Regelwerk erschienen. Die Erfahrungen, die man<br />

damit gesammelt hat, konnten nun erfolgreich in die<br />

internationale Standardisierung eingebracht werden.<br />

Wie das möglich war? Durch engagierte Marken-Experten<br />

auf der einen Seite und durch Mithilfe von<br />

Austrian Standards auf der anderen Seite.<br />

Die vor fast 100 Jahren gegründete, nicht-staatliche<br />

Organisation ist die erste Adresse, wenn es darum<br />

geht, Standards in einem offenen und transparenten<br />

Verfahren, also im Dialog und Konsens der interessierten<br />

Kreise, zu entwickeln. Dafür stellt Austrian Standards<br />

die neutrale und unabhängige Plattform zur Verfügung<br />

und managt Verfahren und Projekte.<br />

Immer wichtiger aber: die Funktion als Gateway<br />

zur internationalen Szene. Denn die Entwicklung von<br />

Standards geschieht schon lange auf europäischer<br />

und immer stärker auf globaler Ebene. Österreichische<br />

Unternehmen und Organisationen aus allen Bereichen<br />

haben dies erkannt. Via Austrian Standards, das Teil<br />

eines weltweiten Netzwerks ist, sind sie heute in fast 90<br />

Prozent der Komitees der International Organization for<br />

Standardization ISO vertreten. So können sie mit ihren<br />

innovativen Ideen international Standards zu setzen.<br />

Um noch besseren Support zu leisten, ist Austrian<br />

Standards stets offen für neue Kooperationen und Partnerschaften<br />

ebenso wie für neue Themen und neue<br />

Ansätze bei der Standards-Entwicklung. Dem trägt auch<br />

der neue Name Rechnung: Austrian Standards International<br />

– Standardisierung und Innovation.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 121

Brand Life Award<br />



Launched by the European Brand Institute and powered<br />

by cashback world the first brand dialogue was held on<br />

November 20 th 2017 at Novomatic Forum.<br />

Dealing with the topic „Future Fit with Brand Management“<br />

Heidemarie Kipperer, Director of my world Austria<br />

GmbH, welcomed an eager audience.<br />

Subsequently Gerhard Hrebicek, President of the European<br />

Brand Institute, gave a keynote address on the main<br />

topic, explaining the importance of brand management in<br />

the development of a company in detail.<br />

To deepen their knowledge Gerhard Schuller, Managing<br />

Partner ELK Fertighaus GmbH, Josef Wurditsch, Partner<br />

Consultatio and European Handball Federation President<br />

Michael Wiederer provided valuable and practical insights<br />

on their view and implementation of “Brands are valuable<br />

for your business success.”<br />

Following our experts‘ impulse statements, participants<br />

took the opportunity to intensify the topic within<br />

the framework of a Q & A and a network cocktail leading<br />

to the 9 th BRAND [LIFE] AWARD.<br />

Fotos: Katharina Schiffl<br />

(left to right) Elisabeth Schrenk, Iris Sageder, Monica Culen, Renate Altenhofer, Sonja Kato<br />

122 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

(left to right) Stefan Krenn, Johannes Gutmann, Elisabeth Schrenk, Gerhard Hrebicek,<br />

Monica Culen, Michael Wiederer, Adi Hirschal, Sonja Kato, Iris Sageder, Paul Leitenmüller<br />


Awarding Austrian personalities for their lifetime<br />

achievement in successfully establishing,<br />

developing and managing brands and brand corporations,<br />

BRAND [LIFE] AWARD has reached a<br />

phenomenal track record of 9 ceremonies, 9 outstanding<br />

winners and 37 brand ambassadors.<br />

BRAND [Life] AWARD winner 2017 was Red Nose<br />

Monica Culen who received the award for her lifetime<br />

achievement with the social and humanitarian institution<br />

and brand Red Noses Clowndoctors. Amid the<br />

applause of the crowd, the President of the European<br />

Brand Institute Gerhard Hrebicek awarded Monica<br />

Culen the trophy; the eulogy was once again held by<br />

“Wiener Lustspielhaus” principal Adi Hirschal.<br />

In her acceptance speech Monica Culen revealed the<br />

importance of her institution and her overpowering for<br />

earning the award. “It is a blessing to run a program of<br />

joy and happiness, to comfort and help people in need.”<br />

This year’s brand ambassadors were Erich Falkensteiner,<br />

Falkensteiner Michaeler Tourism Group,<br />

Johannes Gutmann, SONNENTOR, Markus Liebl, Brau<br />

Union , Martha Schultz, Schultz Group and Michael<br />

Wiederer, European Handball Federation (EHF). The<br />

certificates were presented by Gerhard Hrebicek and<br />

Paul Leitenmüller, Opinion Leaders Network.<br />

The annual get-together accompanied by a wine tasting,<br />

provided by Weingut Münzenrieder rotweisssuess,<br />

ended an enjoyable event.<br />

(left to right) Ursula Nosal,<br />

Gerhard Hrebicek, Renate Altenhofer,<br />

Stefan Krenn,<br />

(left to right) Peter Löffler, Rita Löffler, Johannes Gutmann, Heidemarie Kipperer<br />

The European Business and Investment Magazine <strong>iconannual</strong> 123

Certified Brand<br />

Was sind / What are<br />

Certified Brands?<br />

Das Certified Brand Gütesiegel ist das erste internationale<br />

Gütesiegel, dessen Vergabe auf einem<br />

objektivierten Bewertungsstandard beruht.<br />

Das Markenzertifizierungsprogramm wurde in<br />

Zusammenarbeit mit Austrian Standards International<br />

basierend auf den letztgültigen ISO Standards entwickelt<br />

und zeigt, dass die zertifizierte Marke nach<br />

internationalen Standards geführt wird.<br />

Das Certified Brand Gütesiegel basiert auf dem<br />

Know-How und der über 20 jährigen Erfahrung des<br />

European Brand Institutes und eines globalen Teams,<br />

die gemeinsam einen internationalen<br />

Standard zur Effizienzsteigerung<br />

des Markenmanagements<br />

erarbeitet haben. Die<br />

Erkenntnisse dieser Arbeit sind<br />

in der ISO 20671 manifestiert.<br />

Die mit dem Certified Brand<br />

Gütesiegel ausgezeichneten<br />

Unternehmen, Regionen und<br />

Vereine arbeiten nach den neuesten<br />

internationalen Standards an ihrer Zukunftsfitness<br />

und steigern so ihre Werthaltigkeit.<br />

Warum eine Certified Brand werden?<br />

Marken als Differenzierungsmerkmale und wesentliche<br />

Wertfaktoren sind sowohl für kleine als auch<br />

große Unternehmen, Regionen, Vereine, deren Kunden<br />

und Stakeholder und die Volkswirtschaft von großer<br />

Bedeutung. Laut<br />

den letzten Studien<br />

des European Brand<br />

Institutes stellt der<br />

Markenwert durchschnittlich<br />

rund 40<br />

Prozent des Unternehmenswertes<br />

dar – Tendenz<br />

steigend!<br />

Daher wurde in<br />

den letzten Jahren<br />

die ISO Norm 20671<br />

„Brand Evaluation“<br />

zur Messung, zum<br />

Management und zum<br />

Reporting von Marken<br />

entwickelt. Der neue<br />

internationale Standard<br />

definiert die<br />

Kriterien für ganzheitliches<br />

Markenmanagement<br />

und ermöglicht es Unternehmen, Regionen<br />

und Vereinen effizient an der Steigerung des Markenwertes<br />

zu arbeiten.<br />

Während des Zertifizierungsprozesses werden Sie<br />

von geschulten und unabhängigen Auditoren begleitet,<br />

die einen nachvollziehbaren Qualitätsstandard<br />

gewährleisten und eine klare Dokumentation der<br />

Unternehmenskompetenzen garantieren.<br />

„Marke ist die Kunst Nummer<br />

1 in den Köpfen der Kunden zu<br />

sein. Markenmanagement ist<br />

die Fähigkeit diese Kunst in<br />

Werte zu verwandeln.“<br />

Dr. Gerhard Hrebicek, MBA<br />

Foto: Schedl/APA/European Brand Institute<br />

124 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

Wertvolle Markenqualität sichtbar machen<br />

Im Rahmen des Certified Brand Prozesses<br />

werden sämtliche Dimensionen des ganzheitlichen<br />

Markenmanagements bewusst<br />

und Stärken, Schwächen sowie Verbesserungspotenziale<br />

aufgedeckt.<br />

Das Aufzeigen der Stärken, Schwächen<br />

und Verbesserungspotenziale schafft<br />

wesentliche Wertsteigerungsmöglichkeiten<br />

und liefert wertvolle Inputs zur Stärkung<br />

des Leaderships.<br />

Die nach dem erfolgreichen Audit zur Verfügung<br />

gestellten Zertifikate und Gütesiegel<br />

steigern Ihren Stellenwert bei Partnern<br />

und Investoren.<br />

Erfolgreich zertifizierte Marken werden<br />

Mitglied in der Certified Brand Community<br />

und profitieren von einem einzigartigen<br />

Kompetenznetzwerk und Know-How<br />

Austausch auf globaler Ebene.<br />

Make valuable brand quality visible<br />

The Certified Brand Framework introduces<br />

the company to all dimensions of<br />

holistic brand management and reveals<br />

the strengths, weaknesses and potentials<br />

for improvements.<br />

The Certified Brand Process triggers<br />

improvements in brand management<br />

leading to value creation and provides<br />

valuable input to strengthen the company’s<br />

leadership.<br />

The Certified Brand Certificate and Seal of<br />

Approval made available after the successful<br />

audit increases the status among<br />

partners and investors.<br />

Certified Brands become members of the<br />

Certified Brand Community and benefit<br />

from a unique network of competence and<br />

know-how exchange on a global level.<br />

The Certified Brand Seal of Quality is the first international<br />

seal whose award is based on an objective<br />

evaluation standard. The Certified Brand<br />

program was developed in cooperation with Austrian<br />

Standards International and is based on the latest<br />

ISO standards. The Certified Brand Seal of Quality<br />

shows that the brand is managed according to the global<br />

framework.<br />

The Certified Brand<br />

Seal of Quality is based on<br />

the know-how and over 20<br />

years of relevant experience<br />

of the European Brand Institute<br />

and a global team of<br />

brand management experts.<br />

Together, they have developed<br />

an international standard for increasing the efficiency<br />

of value driven brand management. The findings<br />

of this work are manifested in the new ISO 20671.<br />

The companies, regions and associations awarded<br />

with the Certified Brand Seal of Quality work on<br />

their future fitness in accordance with the highest<br />

standards of brand management in order to trigger<br />

improvements and increase the value of their brand.<br />

”Brand is the art of being<br />

Number 1 in customers'<br />

minds. Brand management is<br />

the ability to turn it into value.”<br />

Dr. Gerhard Hrebicek, MBA<br />

Why become a Certified Brand?<br />

Brands as distinguishing features and essential value<br />

factors are of great importance for small as well as for<br />

large companies, regions, associations, their customers<br />

and stakeholders, and the global economy. According<br />

to the latest studies of the European Brand Institute,<br />

the brand value represents on average around<br />

40% of the company value<br />

- and the trend is rising!<br />

Therefore, the ISO 20671<br />

„Brand Evaluation“ has<br />

been developed in recent<br />

years for the measurement,<br />

management and reporting<br />

of brands. The new international<br />

standard is a framework<br />

that defines the dimensions for holistic brand<br />

management and enables companies, regions and associations<br />

to work efficiently to increase the brand value.<br />

During the Certified Brand Process trained independent<br />

auditors accompany the company, region<br />

or association to guarantee a comprehensive quality<br />

standard and a clear documentation of the company’s<br />

competences.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 125

Elk<br />

Markenfuhrer fur Fertighauser<br />

:<br />

ELK baut fur die<br />

:<br />

:<br />

:<br />

ELK ist nicht nur heimischer Marktführer bei Fertighäusern, das Unternehmen mit Stammsitz<br />

in Schrems positioniert sich auch als „Markenführer“. Als einer der Ersten wurde ELK mit den<br />

Marken „hanlo Häuser“ und „Zenker“ als „certified brand“ ISO 20671 zertifiziert.<br />

Millionen Euro investiert<br />

ELK, der heimische<br />

Marktführer bei Fertig-<br />

15 häusern, in den Ausbau<br />

der Produktion und in mehr Kundennähe.<br />

So setzt man etwa<br />

mit einem zusätzlichen<br />

Bemusterungszentrum in<br />

Graz neue Maßstäbe. „Als<br />

Leitunternehmen sehen wir<br />

es als unser Verpflichtung<br />

nicht nur in unserem Kerngeschäft<br />

zukunftsorientiert<br />

zu agieren“, erklärt Gerhard<br />

Schuller, ELK Geschäftsführer<br />

Finanzen: „Wir wollen die drei<br />

Marken ELK, Hanlo und Zenker<br />

auch nach neuesten Standards<br />

managen und so zusätzliche Wertsteigerungsmöglichkeiten<br />

heben.<br />

Die Zertifizierung war für uns deshalb<br />

ein fast logischer Schritt.“<br />

In einem intensiven Prozess<br />

setzte sich ELK mit den eigenen<br />

„Die Marke ist für Kunden ein<br />

Anker, schafft Vertrauen“, ist<br />

Schuller überzeugt: „Deshalb<br />

legen wir sehr viel Augenmerk<br />

auf die Marke.“<br />

Marken und ihrer Bedeutung<br />

für bestehende und zukünftige<br />

Kunden auseinander. So leben<br />

heute über 45.000 Kunden in Österreich<br />

in einem ELK Haus. Und<br />

2017 waren es wieder mehr als 900<br />

Familien, die sich für ein ELK Haus<br />

entschieden. Damit ist ELK klarer<br />

Marktführer auf dem heimischen<br />

Fertighausmarkt. Ewald Zadrazil,<br />

ELK Geschäftsführer für<br />

Marketing und Vertrieb:<br />

„Und das zeigt auch deutlich,<br />

wie wichtig die Marke<br />

für unsere Kunden, aber<br />

auch für die gesamte Branche<br />

ist!“ Um diese Marke<br />

weiter zu schärfen wurden<br />

zahlreiche Fokusgruppen<br />

mit Konsumenten, Marktanalysen<br />

und Brand Reporting ausgewertet.<br />

Höchste Qualität, günstige<br />

Preise, ein umfangreiches Angebot<br />

unterschiedlichster Häuser<br />

126 <strong>iconannual</strong> The European Business and Investment Magazine

Brands<br />

Zukunft<br />

Foto:s ELK Fertighaus Gmbh<br />

und laufende Innovationen bei<br />

Modellen und Technik sind der<br />

Grundstein für den Markt-Erfolg.<br />

Der Marken-Erfolg ist dabei ein<br />

zusätzlicher wichtiger Baustein.<br />

„Und deshalb werden die Marken<br />

ELK, Hanlo und Zenker behutsam<br />

gepflegt und immer wieder<br />

„nachgeschärft“, erklärt Schuller.<br />

Rekordverdächtige sieben Monate<br />

Lieferzeit – von der Bestellung bis<br />

zur Montage des neuen Hauses –<br />

und laufende Verbesserung der<br />

Grundrisse für die immer kleineren<br />

Grundstücke seien genauso<br />

wichtig wie professionelles Markenmanagement,<br />

um in der Branche<br />

neue Maßstäbe zu setzen.<br />

Über die Marke ELK kommuniziert<br />

das Unternehmen die Erfüllung<br />

von Kundenwünschen – oder<br />

den Traum vom eigenen Haus. Und<br />

mit innovativen Hausmodellen wie<br />

etwa Smart Living erfüllt ELK das<br />

Markenversprechen auch im täglichen<br />

Leben der Kunden.<br />

Zusätzlich kommt ELK näher<br />

zu seinen Kunden. In Graz wurde<br />

Ende 2017 ein neues Bemusterungszentrum<br />

eröffnet. In erster Linie<br />

Kunden aus der Steiermark, Kärnten<br />

und dem Burgenland bekommen<br />

hier in unmittelbarer Nähe<br />

individuelle, persönliche Beratung<br />

bei der Bemusterung – alles rund<br />

um Außen- und Innengestaltung,<br />

sowie Haustechnik, von der Türschnalle<br />

bis zur Solartechnik.<br />

Und für jeden ELK Kunden gibt<br />

es alles aus einer Hand. Denn vom<br />

Hauskauf bis zum Einzug kümmert<br />

sich jetzt ein einziger Ansprechpartner,<br />

der sogenannte Vertrauensmann,<br />

um sämtliche Ihrer Anliegen, Fragen<br />

oder Wünsche. Dieser alleinige ELK<br />

Ansprechpartner koordiniert von<br />

der Produktion bis zur Baustelle<br />

sämtliche Handwerker und Lieferanten,<br />

die alle im Hintergrund an der<br />

Fertigstellung Ihres ELK Traumhauses<br />

arbeiten. Zadrazil abschließend:<br />

„Und damit erfüllt ELK sein Markenversprechen<br />

als Markt- und Markenführer<br />

in der Fertighaus-Branche.“<br />

The European Business and Investment Magazine <strong>iconannual</strong> 127

Ein ganz feiner Zug!<br />

170 km neue Bahnstrecke, 80 km neue Tunnel und 150 neue Brücken errichtet die<br />

ÖBB Infrastruktur bis 2026 entlang der Südstrecke. Damit unsere Fahrgäste in Zukunft<br />

noch schneller und bequemer mit der Bahn reisen und Güter kostengünstiger und<br />

schneller ihr Ziel erreichen.<br />


WIEN – GRAZ 2017: ab 2h 35 min 2026: 1 h 50 min<br />

WIEN – KLAGENFURT 2017: ab 3h 55 min 2026: 2 h 40 min<br />

GRAZ – KLAGENFURT 2017: ab 2h (Bus) 2024: 45 min<br />


Finanzfuchs Guppe<br />

Brands<br />



und FINANZIEREN:<br />


Eine auf individuelle Bedürfnisse abgestimmte<br />

und ausführliche Beratung steht für die<br />

FINANZ FUCHSGRUPPE an oberster Stelle. Nach<br />

einem umfassenden Erstgespräch erarbeiten die<br />

Experten der FINANZFUCHSGRUPPE einen maßgeschneiderten,<br />

individuellen Finanzplan – „Jeder<br />

bekommt bei uns das, was er wirklich braucht und will“,<br />

so der geschäftsführende Gesellschafter der Finanzfuchsgruppe<br />

Christian Mattasits. Ganz nach dem Motto:<br />

„Schlau vergleichen, schlau ermöglichen“ bieten wir so<br />

unseren Kunden österreichweit spürbare Mehrwerte.<br />

Sowohl bei Gewerbekunden als auch bei Privatkunden,<br />

wie der klassischen, modernen Familie vom Neusiedlersee<br />

bis zum Bodensee sind die Bedürfnisse und<br />

Wünsche hinsichtlich versichern, vorsorgen, veranlagen<br />

oder finanzieren sehr unterschiedlich.<br />

„Das Schaffen von erfreulichen Mehrwerten für<br />

unsere Kunden beginnt nicht erst mit der Beratung.<br />

Eine sorgfältige Auswahl an Produkt-, Netzwerk- und<br />

selbständigen Partnern, fundierte Aus- und Weiterbildungsmöglichkeiten<br />

und ein fokussiertes Markenmanagement<br />

gehören grundlegend dazu“, so Mattasits.<br />

:<br />

„Manchmal ist es besser, eine Stunde über sein Geld<br />

nachzudenken, als eine Woche dafür zu arbeiten.”<br />

Andre Kostolany<br />

Im Rahmen des Markenprozesses mit der Firma luna.<br />

agency wurde erkannt, wie wichtig die Marke für das<br />

eigene Unternehmen und deren Kunden ist und welche<br />

wesentlichen Wertsteigerungsmöglichkeiten ganzheitlich<br />

ausgebaut werden können.<br />

Zudem wird die FINANZFUCHSGRUPPE als anerkanntes<br />

Unternehmen mit ausgewählten Zertifizierungen<br />

ausgezeichnet, die die Qualität der Marke bestätigen.<br />

Mit dem „Certified Brand Gütesiegel“ des European<br />

Brand Institutes ist die FINANZFUCHSGRUPPE das<br />

erste Unternehmen in ihrer Branche. Dadurch soll eine<br />

Vorbildfunktion erzielt werden, um alle Partner des<br />

Unternehmens dazu zu ermutigen, vermehrt auf ihre<br />

Markenqualität Wert zu legen. „Durch die Zertifizierung<br />

sind wir nun in der Lage sämtliche Markendimensionen<br />

unseres Unternehmens ganzheitlich zu managen,“ so<br />

Mattasits abschließend.<br />

The European Business and Investment Magazine <strong>iconannual</strong> 129

Contacts<br />

AIT Austrian Institute of Technology Donau-City-Straße 1, 1220 Vienna, Austria www.ait.ac.at<br />

ASFINAG Rotenturmstraße 5-9, 1010 Vienna Austria www.asfinag.at<br />

Austrian Association of Cities and Towns Rathaus, Stiege 5, 1082 Vienna, Austria www.staedtebund.gv.at<br />

Austrian Federal Economic Chamber Wiedner Hauptstraße 62, 1045 Vienna, Austria www.wko.at<br />

Austrian Standards International Heinestraße 38, 1020 Vienna, Austria www.austrian-standards.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 />

Bundeskanzleramt Ballhausplatz 2, 1010 Vienna, Austria www.bundeskanzleramt.gv.at<br />

Carbotopia, guo-Business Development Weidlichgasse 12, 1130 Vienna, Austria www.carbotopia.org<br />

Cashback world Grazbachgasse 87-93, 8010 Graz, Austria www.cashbackworld.com<br />

Central European Initiative Via Genova 9, 34121 Trieste, Italy www.cei.int<br />

Certified Brand Börsegasse 9/8, 1010 Wien, Austria www.certified-brand.com<br />

China Council for Brand Development<br />

No 18, Bei San Huang dong Lu,<br />

Chaoyang District 100013, Beijing, China<br />

www.brand-intl.cn<br />

City of Vienna Rathaus, 1082 Vienna, Austria www.wien.gv.at<br />

ELK Building Systems GmbH Karl-Farkas-Gasse 22/Top 61, 1030 Vienna, Austria www.elkbuildingsystems.com<br />

Embassy of Argentina Goldschmiedgasse 2/1, 1010 Vienna, Austria entria.cancilleria.gov.ar<br />

Embassy of Bolivia Waaggasse 10/8 and 10/4, 1040 Vienna, Austria embajada-bolivia.at<br />

Embassy of Bulgaria<br />

Schwindgasse 8, 1040 Vienna, Austria<br />

Embassy of Costa Rica<br />

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

Embassy of Cuba Kaiserstrasse 84, 1070 Vienna, Austria www.cubadiplomatica.cu/austria<br />

Embassy of Ecuador<br />

Goldschmiedgasse 10, 1010 Vienna, Austria<br />

Embassy of El Salvador Prinz-Eugen-Straße 72/2/1, 1040 Vienna, Austria www.rree.gob.sv<br />

Embassy of Guatemala Prinz-Eugen-Straße 18/Top 7, 1040 Vienna, Austria www.embaguate.co.at<br />

Embassy of Italy Rennweg 27, 1030 Vienna www.ambvienna.esteri.it<br />

Embassy of Nicaragua<br />

Ebendorferstraße 10/3/12, 1010 Vienna, Austria<br />

Embassy of Panama<br />

Goldschmiedgasse 10/403, 1010 Vienna, Austria<br />

Embassy of Romania Prinz-Eugen-Straße 60, 1040 Vienna, Austria www.viena.mae.ro/de/<br />

Embassy of Slovakia Armbrustergasse 24, 1190 Vienna, Austria www.mzv.sk/vieden<br />

Embassy of the Dominican Republic<br />

Prinz-Eugen-Straße 18, 1040 Vienna, Austria<br />

Embassy of the People’s Republic of China Metternichgasse 4, 1030 Vienna, Austria www.chinaembassy.at<br />

Embassy of the Russian Federation Reisnerstraße 45-47, 1030 Vienna, Austria www.rusemb.at<br />

Embassy of Uruguay<br />

Mahlerstraße 11/2/2, 1010 Vienna, Austria<br />

Embassy of the United States of America Boltzmanngasse 16, 1090 Vienna, Austria at.usembassy.gov/de/<br />

European Brand Institute Börsegasse 9/8, 1010 Wien, Austria www.europeanbrandinstitute.com<br />

European Commission BERL 09/399, 1049 Brussels, Belgium www.ec.europa.eu<br />

European Youth Award Leopoldskronstrasse 30, 5020 Salzburg, Austria eu-youthaward.org<br />

Federal Ministry for Digital and Economic Affairs Stubenring 1, 1010 Vienna, Austria https://www.en.bmdw.gv.at<br />

Finanzfuchs Gruppe Bahnhofstraße 5/1, 4600 Wels, Austria www.finanzfuchsgruppe.at<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 />

Kapsch Group Am Europlatz 2, 1120 Vienna, Austria www.kapsch.net<br />

Kommunal Kredit AG Türkenstraße 9, 1092 Vienna, Austria www.kommunalkredit.at<br />

Land of Lower Austria Landhausplatz 1, 3109 St. Pölten www.noe.gv.at<br />

Lansky, Ganzger + partner Biberstraße 5, 1010 Vienna, Austria www.lansky.at<br />

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

Max iconvienna GmbH Börsegasse 9/8, 1010 Vienna, Austria www.icon-vienna.net<br />

Municipal Department 23 –<br />

Economic Affairs, Labour and Statistics Meiereistraße 7, Sektor B, 1020 Vienna, Austria www.wien.gv.at/kontakte/ma23<br />

Novomatic Wiener Strasse 158, 2352 Gumpoldskirchen, Austria www.novomatic.com<br />

ÖBB Infrastruktur Elisabethstraße 9, 1010 Vienna Austria www.infrastruktur.oebb.at<br />

Perfect Eagle Waldsteingartenstraße 135, 1020 Vienna www.perfect-eagle.com<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 />

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

Wigma<br />

www.wigma.com<br />

Women Leadership Forum Börsegasse 9/8, 1010 Vienna, Austria www.womenleadership.at<br />

130 <strong>iconannual</strong> The European Business and Investment Magazine






VALUE TO<br />

BRANDS<br />

Foto: fotolia.com<br />

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


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