Swiss Trade - SwissCham

Swiss Trade
– Your guide to exporting successfully
75 years of SwissCham
The association of Swiss foreign trade chambers
plays a major role in the success of establishing
reliable business relations all around the
world. A fair share of the public export promotion
funds would increase rendered services of chambers
directly to Swiss exporters.
Manage your export risks
The sale is not made until you get paid.
15
Swiss exporters have multiple solutions to
insure the risks associated with doing business
abroad. A precious support in crisis time which
requires to first asses precisely the needs of the
exporting company.
3 17
Innovation is the key
In some sectors up to 90 % of Swiss products
are exported. Jan Atteslander, Head
of International Economic Relations at economiesuisse,
discusses future challenges and reminds
us of the crucial role of exports and multinational
companies for Switzerland’s welfare and jobs.
Ready for export Switzerland’s brand image Communicating across cultures International recruitment

Swiss Trade October 2009
3
Welcome to the World of SwissCham
Historically lacking in natural resources,
Switzerland has built up its wealth through an
aggressive export industry and a successful diversification
of the industrial and service sectors.
It is also thanks to the many members of Swiss-
Cham, the association of Swiss foreign trade
chambers, that the Swiss export industry plays
a major role in successfully establishing reliable
business relations with partners around the
world.
Swiss companies pool their resources in individual
foreign trade chambers, and work in cooperation
with embassies and other foreign trade
organizations to provide support to exporters
entering new markets. The chambers provide
firsthand information on the political, financial
and economic developments of the countries
they represent. The success and competitiveness
of Swiss companies in exports show that the networking
platform which the chambers provide is
a welcome tool for exchanging ideas and experience,
and making contacts with the right partners.
Founded in 1935, SwissCham’s role is to
make a private sector contribution to promote
and support Swiss foreign economic relations
in general and Swiss exports of products or services
in particular. It represents the common
interests of its members in administration, parliament
and other public institutions. It is a nonprofit
organization which receives no financial
support besides that of its members.
The association has 56 member chambers
which represent the Swiss exports industry in
105 countries.
SwissCham and its members seek a good and
reliable partnership with the state export promotion
agency, which is obliged to work on a noncompetitive
basis towards the private initiative. As
this principal of subsidiarity is difficult to measure
or control, it is SwissCham’s aim that in future a
share of the state export promotion budget go
to private organizations promoting Swiss exports.
At SwissCham we are convinced that our
members, with their professional staff, local contacts,
and network of business professionals, can
provide valuable and necessary support to Swiss
exporters. A fair share of the public export promotion
funds would increase services rendered
directly to Swiss exporters. In the article on page
5, the Government states that “Switzerland earns
more than 44 % of its income abroad”. Therefore,
SwissCham considers it vitally important
that the state effectively enforces both state and
private initiative export promotion.
At SwissCham, we look forward to continuing
contributing to Switzerland’s export success.
Our chamber members welcome you to join this
word wide networking platform as we celebrate
75 years of SwissCham in 2010.
Peter Silberschmidt,
President SwissCham
Swiss Trade
– Your guide to exporting successfully
is produced by NextMedia in
cooperation with SwissCham
Project manager Kaija Kurki-Suonio
Reporters Markus R. Bodmer, Ivonne Büttner,
Cyril Demaria, Samuel Dixneuf, Martina Gyger,
Alexander Sabeb
Graphic Design Andreas Lathe, Stellan Stål
Editor Sandra Ahlqvist Sales NextMedia
Printing Zieglerdruck AG Distribution Published
in Die Welwoche on 29th of October 2009 and
distributed through the chamber network
For more information about the content, please contact
Barbara Möckli-Schneider, Managing Director SwissCham
Phone: +41 41 620 66 83
E-mail: swisscham@chambersservices.ch
For more information about publications in daily press and
client magazines, please contact NextMedia
Phone: +41 41 726 90 50 E-mail: info@nextmedia.se
Get Your Benefits & Services from the Members of SwissCham
SwissCham, the Association of Swiss Foreign Trade
Chambers, has been operating since 1935. This private
sector organization promotes Swiss exports and
a Swiss economic presence abroad through its global
network of member chambers of commerce.
SwissCham Members
Arab Countries
www.casci.ch
Argentina
www.suiza.org.ar
ASEAN Countries
www.sacc.ch
Australia
www.sacci.com.au
Austria
www.hk-schweiz.at
Baltic States www.sbcc-chamber.com
www.swissbalticchamber.com
www.baltics.ch
Belarus
www.jointchambers.ch
Brazil
www.swisscam.com.br
Bulgaria
www.bsccbg.com
www.swisscham-bulgaria.com
Central Europe www.sec-chamber.ch
Chile
www.swisschile.cl
China
www.sccc.ch
Colombia
www.colsuizacam.com
Cuba
www.swisscuban.org
Czech Republic
www.hst.cz
England
www.bscc.co.uk
Finland
France
Germany
Hungary
India
Israel
Italy
Japan
Kazakhstan
Korea
Kyrgistan
Latin America
Lichtenstein
www.sveitsi.fi
www.ccsf.com
www.handelskammer-d-ch.ch
www.sdwc-ffm.de
www.vsud.ch
www.hsu-zuerich.ch
www.swisscham.hu
www.sicc.ch
www.swissisrael.ch
www.ccis.ch
www.ccsi.it
www.sccij.jp
www.sjcc.ch
www.jointchambers.ch
www.sacc.ch
www.skbckorea.org
www.jointchambers.ch
www.latcam.ch
www.hk-schweiz.at
Malta
www.maltacham.ch
Mexico
www.aems.com.mx
Morocco
www.ccsm.ma
Pakistan
www.sacc.ch
Peru
www.swisschamperu.org
Polen
www.swisschamber.pl
Portugal
www.camsuica.com
Republic of Moldova
www.chmd.ch
Romania
www.ccer.ro
Russia
www.jointchambers.ch
Slovakia
www.hssr.sk
South Africa
www.scsa.ch
Spain
www.aehs.info
Sweden
www.swiss-biz.se
Turkey
www.tr-ch.org
Ukraine
www.jointchambers.ch
Uruguay www.swisschamuruguay.org.uy
USA
www.amcham.ch
www.swisscham.ch

MCH Group
Global Live Marketing
MCH Exhibitions
MCH Infrastructure
MCH Event Services
MCH Exhibitions
About 30 national and international
leading trade fairs and exhibitions,
including BASELWORLD, the world
watch and jewellery show, and the leading
international art shows of Art Basel and
Art Basel Miami Beach.
MCH Group is a leading
international group of companies
specialised in live marketing. It is
able to provide all the relevant
services on the national and
international exhibition and event
market.
www.mch-group.com
www.messe.ch
MCH Infrastructure
Exhibition area of 190’000m2 in Basel and
Zurich; Congress Center Basel and
European partner of Miami Beach
Convention Center; Musical Theater Basel
and Theater 11 in Zurich.
MCH Event Services
Top-quality services in the fields of event
management, stand construction and
technical systems provided by Rufener
Events Ltd., Expomobilia AG and Winkler
Veranstaltungstechnik AG.
There is a safe way to do business
Even in stormy times
Euler Hermes credit insurance guarantees protection for your
trade receivables worldwide.
For your individual solution: www.eulerhermes.ch
Worldwide leader in credit insurance

Swiss Trade October 2009
5
State and private initiatives:
Export promotion needs both
Switzerland earns more than 44 % of its income abroad. State Secretary Jean-Daniel
Gerber outlines how the Swiss government intends to strengthen the export industry
framework in times marked by the global economic crisis.
Government
Written by Martina Gyger
The aim of Switzerland’s foreign trade
policy is to ensure a business environment that
provides Swiss companies with unobstructed,
stable and non-discriminatory access to relevant
economic partners. Jean-Daniel Gerber, Director
of the State Secretariat for Economic Affairs
(SECO), explains: “Switzerland currently has
a network of 20 Free Trade Agreements (FTA)
with 29 partners outside the EU. The bilateral
Free Trade and Economic Partnership Agreement
with Japan that came into force on September
1st is economically the most important
trade agreement for Switzerland since its FTA
with the European Union in 1972.” Switzerland
and China are in the process of evaluating the
feasibility of a bilateral FTA, and it remains in
dialogue with potential partners, for example
Malaysia and Vietnam, in order to
facilitate possible free trade negotiations
in the future. “But market
access in Europe continues to be
of prime importance”, he says.
In the light of the crisis, the
government has taken several
supplementary measures. Gerber
summarizes: “An additional 10
million Swiss Francs have been
allocated via Osec, the umbrella
organization for promoting Swiss
exports, imports and investments.
With regard to export risk guarantees,
additional products, such
as the working capital insurance,
have been launched. Parliament
has also approved the support of
export platforms specifically designed
to help small companies
in several different markets to export
their products under a common
brand”.
Swiss Francs to support private sector promotion
projects. SwissCham and its members provide
very valuable support to Swiss export firms.
Foreign trade chambers are key players
in fostering economic relations
between countries and play a crucial
role in providing first-hand information
and contacts”, Gerber says.
Federal Councillor Doris Leuthard
shares his appreciation of the
chambers’ contribution to promoting
exports. At a SwissCham general
meeting, she pointed out that the associated
chambers of commerce are
an important link between Swiss companies and
the different regions of the world. (*)
The global economic outlook for the second
half of 2009 is brightening. The national economies
of Germany, France and the USA are seeing
a return to positive economic growth rates;
domestic demand in Switzerland has remained
steady. It remains to be seen, however, whether
Switzerland
will
be able to
benefit from the
next economic
upturn.
this growth will continue when the effects of the
government’s financial stimulus begin to diminish
next year. With regard to the development
of Swiss foreign trade, in Gerber’s
view, “it is of utmost importance
that countries withstand the pressure
to introduce protectionist
practices as a means to overcome
the crisis”. And he adds: “Switzerland
entered the current recession
without overheating in the housing
market, with public budgets in
surplus and with an inflation rate
within the target range of 2 %. This
is why I am convinced that Switzerland will be
able to benefit from the next economic upturn –
probably more so than other countries.”
(*) The complete speech can be found at:
www.swisscham.ch/e/archive/documents/
BundesraetinDorisLeuthard.pdf
SECO welcomes private
export promotion initiative
“Government support in export
promotion is meant to complement
private initiatives, which
we encourage. For example,
Osec has set aside over 1 million
State Secretary and Director of SECO, Jean-Daniel Gerber.
Federal Councillor Doris Leuthard, Federal Dept. of Economic Affairs.

6 Swiss Trade October 2009
Ready to export
What it takes to enter a new market successfully
Trade has been a key element in Switzerland’s prosperity for many years. Today, Switzerland
is dependent upon export markets to generate income, and dependent upon imports
for raw materials and to expand the range of goods and services available in the country.
Getting ready
Written by Ralf J. Bopp
Success in exports is achieved
through three phases:
Phase 1: Evaluate and assess
The first step is to evaluate the export potential
of your products and services in overseas markets.
The most common approach is to examine
the success of your products domestically. If your
company succeeds at selling in Switzerland,
there is a good chance that
it will also be successful abroad, at
least where similar needs and conditions
exist. Market and feasibility
studies may also be of use here.
Another means to assess your potential
is by examining the unique
or important features of your product.
A unique product may have
little competition and demand for
it could be quite high. The ‘Swiss
made’ label may be of great value here.
Your product may have export potential even
if sales are declining in your home market. Sizeable
export markets may still exist, especially if
the product once did well in its home market
A unique
product
may have little
competition and
demand for it
could be quite
high.
but is now losing market share to more technically
advanced products. Other countries may
not need state-of-the-art technology or may be
unable to afford it.
You will also need to assess your company’s
readiness to export: What does the company
want to gain from exporting Is it consistent
with the company’s other goals What demands
will be placed on the company’s resources,, finances,
production capacity and management
and personnel, and how will these demands be
met The next step is to examine the impact of
exporting on your company more closely, with
regard not only to the financial side
of the business, but also in terms of
people and image.
Phase 2: Develop an
Export Plan and get ready
Once you have decided to export,
it is time to develop a plan. A crucial
first step is to develop a broad
consensus among key management
on the company’s goals, objectives,
capabilities, and constraints. All
aspects of an export plan should be agreed upon
by the personnel involved in the process.
The purposes of the export plan are (a) to examine
the facts, i.e. constraints and goals, and
(b) to create an action plan that takes all of these
Ralf J. Bopp, Director of the Chamber of
Commerce Germany-Switzerland in Zurich.
into account. This plan should include specific
objectives, time schedules for implementation,
and milestones so that the degree of success can
be measured to help motivate personnel.
Important questions should ultimately be addressed,
such as:
Which products are being selected for export
development Do they need modifications What
is the basic customer profile What marketing
and distribution channels should be used etc.
The export plan should be kept simple. It
need only be a few pages long, since important
market data and planning elements may not yet
be available. From the start, it should be viewed
as a management tool, and written as such.
Phase 3: Get help and implement
It may not always be easy to find the right data,
or to base decisions upon reliable sources. There
are several options open to companies in this
situation, such as direct or indirect exports, licensees
or the establishment of a branch. This is
where players like the trade chambers come into
the picture. We provide market data and general
information, and also help on legal issues, cultural
topics, and how to enter business circles
abroad and in Switzerland.
Managed in this way, exports can contribute
enormous value to a company, securing its development
and prosperity for years to come.

Business Roam Like Home.
Make calls abroad at the same
mobile rates as in Switzerland.
Now you can take that business trip with a clear conscience. Because with Business Sunrise roaming costs are a thing
of the past. With the Business Roam Like Home option you can now make calls in the neighboring countries of
Germany, Austria, Liechtenstein, Italy and France at the same price as calls in or from Switzerland, at the flatrate of
just CHF 69.–/month. At the same time, incoming calls and calls to your voice mail are free in the countries listed.
So your business travel will never again become an expensive luxury. And as a small or medium-sized business, you
always have your costs under control. For more information visit www.business-sunrise.ch
The Business Roam Like Home option is available exclusively in connection with the Business Mobile Flatrate. The existing Business Global option can still be combined. Minimum subscription period: 3 months.
Business Sunrise retains the right to block SIM cards with excessive or disproportionate use of roaming or to take further limiting measures. For more information on the Fair Use Policy go to www.business-sunrise.ch.
Calls made outside the neighboring countries included in the Business Roam Like Home option will be charged at the usual Business Global option rates.
1

8 Swiss Trade October 2009
Same game – different rules
How does an SME deal with different juridical systems
When an SME plans to enter a foreign
market, it is highly recommended that
it have very clear business ideas before
evaluating the juridical system, says LL.M.
Georg C. Umbricht, President of Swiss-
Cham Southern Africa.
Juridical
Written by Alexander Saheb
It is very important for SMEs to
conduct a proper analysis of the target
market in economic terms and to
know quite clearly what their business
objective is. As soon as that is
clearly stated, it is much easier to advise
them of the proper legal ways
and forms to adapt and succeed in
that market.
“The evaluation of legal questions
follows the economic analysis”, says
Umbricht, who has years of experi-
President Georg C. Umbricht,
SwissCham
Southern Africa.
ence as a lawyer at an internationally active law
firm based in Zurich, Bern and South Africa, and
is President of SwissCham Southern Africa. Furthermore,
“it is very important not to underestimate
the legal differences between countries, and
also the differences in legal culture”, he says.
Though many countries have copied the civil
codes of others in past centuries, juridical evolution
has led to substantial variations in the meantime.
One example can be seen in Turkey, which
once adopted Swiss civil law but then pursued
an independent evolution. “Today Turkish legislation
has its own character”, says Umbricht.
Still, there are many different ways
to do business abroad. Often the difficulties
are hidden in details. A whole
business model can tumble if the tax
consequences for a certain company
structure are higher than expected. In
some countries it might be better not
to have an individual company structure,
because certain risks, e.g. product
liability, are too high.
The best legal shape to achieve the
economic goals of a company has to
Often,
the devil
is in the detail.
be evaluated for each country individually. Instead
of creating a company structure, a franchise
system or a cooperation agreement with a
business partner may be preferable. “In the end
it is important to have chosen the right partners
and to have taken the time and the costs to carefully
evaluate all the different possibilities of entering
new markets”, says Umbricht.
Whenever a company considers doing business
abroad, he points out that it should seek advice
from experienced professionals. These can be found
within the bilateral chambers of commerce, which
have profound market experience and entertain
widespread networks of experts. “They not only
know the market conditions, but may also suggest
who might be the best partner to advise you in a
certain branch and in a specific situation.”
Seit 1921 vertritt die Handelskammer
Schweiz – Österreich – Liechtenstein
die Interessen von Schweizer und
Liechtensteiner Unternehmen, die
nach Österreich exportieren und von
hier aus Zentral- und Osteuropa erschließen
wollen.
Leistungen der Handelskammer:
• Marktanalysen und Studien
• Adresssuche
• Vertriebspartnersuche
• Messen und Workshops
• Mehrwertsteuer-
Rückforderung
• Hochklassiges Netzwerk
aus Firmen, Verbänden
und Organisationen
Schwindgasse 20 A-1040 Wien | Tel. +43 1 512 59 59 | info@hk-schweiz.at | www.hk-schweiz.at
TIME TO SWISS YOUR CARGO
–
People say a lot of things about the Swiss: that we have a penchant for perfection. That we are obsessed with
quality. That our reliability borders on stubbornness. And what do we say in reply We say it’s all true. Which is
why, with us, your cargo is in the best possible hands – from storage and transportation up until the moment it
arrives, right on time. Because no matter which of our 150 destinations your delivery is headed for – our Swiss
values will be on board too. We care for your cargo.
SWISSWORLDCARGO.COM

Swiss Trade October 2009
9
Clarifying your business
position in turbulent times
In facing instability in times of crisis, firms should fall back on the fundamentals. What are
they Has Swissness been able to resist adverse circumstances to remain a potent tool in
promoting exports Professor Seán Meehan and Dr. Stephan Feige give us their insights.
Swissness
Written by Samuel Dixneuf
The
image of
Switzerland has
its beginning not
in good communication,
but in
the excellent
work of former
entrepreneurs.
“The economic recovery will not support
a ‘business as usual’ approach”, claimed strategic
planning specialist Denise Harrison at the beginning
of a crucial year for the world economy.
It appears that a ‘survival of the fittest’ theory
would better suit the spirit of the moment. So,
how fit is your company,
and on what
grounds should your
evaluation be based
Seán Meehan, Professor
of Marketing
and Change Management
at IMD,
Lausanne, warns
managers against any
drastic changes to
their strategy: “The
number one challenge
is to maintain a strategic
focus.” Indeed,
one should not confuse adaptation with loss of
focus. Firms should adapt their tactics, but not
lose sight of their strategy. They ought to concentrate
on their relative competitive position, even
if they suffer in terms of volume in the short term.
“This is what Toyota, for example,
has achieved by sticking to a
programme they had the chance to develop
before their competitors. They
are now a relatively more attractive
company than before the crisis”, argues
Professor Meehan.
Even if some companies will have
to resize in terms of staff management
to avoid jeopardizing the whole structure,
or if globally dominant partners
will have to take over distressed assets,
one should not forget that the
old rules of the old economy have
not gone away. Hence, “providing
good products at a reasonable price,
and protecting the brand image without
over-pressurising suppliers seem
to be the key to keeping a business
healthy”, maintains Sean Meehan.
Has Switzerland adopted this economically
pragmatic approach
Dr. Stephan Feige.
Swissness: still an efficient concept
In an article entitled “Swissmade, a universal seal
of approval” Dr. Stephan Feige claims that Swissness
is on the up and up. By Swissness, he means
Professor Seán Meehan.
the communicative power of Switzerland, as reliant
on its good image as a country and, on the
other hand, an outstandingly positive
assessment of Swiss goods and services.
Switzerland has not been spared by the
economic crisis, with its image in danger
of being tarnished by recent developments
in the banking system. Nevertheless, Dr.
Feige, Managing Director of htp St. Gallen,
a marketing consultancy founded as a
spin-off of the University of St. Gallen, remains
confident: “Brand perception, once
established, will only change very slowly,
for good or bad.” Moreover, Dr. Feige believes
that there is no damage done to the
export industry since the core problems lie
in the financial sphere.
Figures tend to prove that Switzerland
is still very highly regarded worldwide,
even if Europeans tend to have a less idealistic
vision of it than say, Latin America.
Dr. Feige concludes that to retain this
advantage, Switzerland should “restrict the conditions
for the use of the provenance ‘Switzerland’
and emphasise its innovative potential”.
It is important to remember that the image
of Switzerland which we have finds its source
not in good communication, but in the excellent
work of former entrepreneurs.
Swiss Chamber of Commerce and Industry
in Portugal
Estrada Nacional 249 - 4
Edifício Komax | Trajouce
2785-034 S. Domingos de Rana
Portugal
Tel. (+351) 213 143 181
Fax (+351) 213 171 293
info@camsuica.com
www.camsuica.com
Your partner for doing business in Portugal.
Member of SWISSCAM and Official Representative of OSEC in Portugal.
Premium Partners:

10 Swiss Trade October 2009
A word from...
...Barbara
Möckli-
Schneider
Secretary General
of the Swiss-Asian
Chamber of Commerce
and Secretary General
of SwissCham
What are the challenges
of doing business in Asia
The scope for growth in the ASEAN,
Korean and Pakistani markets is endless;
the cultural differences among its business
people extreme. But when these differences
are handled correctly, this is also what
makes doing business in Asia a wonderful
adventure.
How can cultural differences be bridged
Cross-cultural communication skills are
as important as ever in today’s business
world. It is likely that you will interact with
global suppliers, clients and colleagues, and
that you will have employees from a wide
range of cultures. The increasing influx
of a culturally diverse workforce means
that we face new challenges in developing
workplace relationships and communicating
across differences. This could include
dealing with exchanges of information
that have a negative connotation or are
perceived as negative, working through
criticisms and disagreements, or interpreting
changing workplace dynamics. While
globalization brings new opportunities to
your business, it also brings the potential
for new misunderstandings. To alleviate
these misunderstandings and to keep your
competitive edge, you need cross-cultural
education, based on cross-cultural psychology,
organizational behaviour and intercultural
communication.
How can the chambers contribute
It takes more than just goodwill to
communicate effectively across the cultural
divide; you need the kind of detail that
only an in-depth study of the culture can
provide. No matter which market you enter,
SwissCham members around the world
are your ideal partners, providing relevant
knowledge of the cultural circles you trade
in, and giving you solid cross-cultural
communication skills. Once you understand
the differences and similarities between
cultures, you can tailor your message to avoid
misunderstandings.
Communicating across differences
The entry costs and risks of entering a
new market are high. SMEs need to do
their homework and to develop their own
understanding of the target country before
embarking on any adventure. Many forget
one of the most important aspects of acclimatising
to a new marketplace: culture.
Culture
Written by Markus R. Bodmer
“Expect your business to take twice as
long and to cost twice as much. Mutual respect,
availability and patience are the key
factors“, summarises Gabriel Taus,
Director of the Joint Chambers of
Commerce, unifying several CIS
chambers. One is often better off
following established recommendations
and codices, especially when
dealing with people in the east. “To
avoid setbacks it is essential to work with a local
partner who knows how local organisations
To avoid
setbacks
it is essential to
work with a local
partner.
function, especially in the labyrinth of bureaucracy”,
Taus advises. “Readiness to discuss a
business repeatedly and at length, paired with
sensitivity to local traditions, are the prerequisites
for success.”
In a country like Russia, which is currently in
a state of total flux, business attitudes vary widely
depending on whether one is dealing with a
new-style entrepreneur or an old-school Soviet
bureaucrat.
Further east in China, things get even more intricate.
For the multinational companies the biggest
risk at the moment is not to be in China at all.
The SMEs have to first ask themselves, however,
if they can afford to be there; Chinese engagements
are extremely tough. According to Susan
Horváth, Executive Director of the Swiss-Chinese
Chamber of Commerce, underestimating
cultural factors can have fatal
consequences. Over 90 % of the failures
of Joint Ventures in China are
caused by cultural differences.
”It won’t do to send the second
best person there. If an SME does not
have a tried-and-tested person willing
and able to stay in this ‘darwinistically’ competitive
market for the next few years, it should
Gabriel Taus, Director of
the Joint Chambers of
Commerce.
Susan Horváth, Executive
Director of the Swiss-
Chinese Chamber of
Commerce, Member of the
Executive Board.
not even try to enter it.” Ms Horváth warns that
“if an SME is not capable of facing these challenges,
it is gambling with its existence.”
As a general rule, one should look for niches,
focus geographically and forget business in
China if one’s product or service is not state-ofthe-art.
SMEs should be prepared to deal with
values and norms which are not their own. On
the darker side of business Susan Horváth’s verdict
is clear: “Don’t pay bribes. Once you start
you never get out.”
Die School for International Business
Ihr Partner im Export und Import
Beratung, Fachseminare wie auch Ausbildungslehrgänge für eine
erfolgreiche Exportkarriere!
mehr Informationen unter www.eiab.ch
Sonneggstrasse 30
8033 Zürich
Telefon: +41 43 243 75 30

If you want to discover the world, Asia should be top of your list.
If you want to discover Asia, we are top of the list.
When we first set out from Switzerland to do business in Asia we
had more ideas than experience. Today, over 140 years later, that
pioneering venture has grown into an internationally successful
company. What has not changed is our bold and passionate way of
doing business.
We are the global leader in Market Expansion Services, employing
22,000 specialists in 460 business locations all over the world. We
help companies to grow their businesses in and with Asia, providing
all the knowledge, advice, relationships, and on-the-ground
logistics they need.
To find out more about us and the services of our specialized Business
Units: Consumer Goods, Healthcare, Performance Materials,
and Technology, visit us at www.dksh.com
Think Asia. Think DKSH.

12 Swiss Trade October 2009
Globalization demands new
recruitment solutions
Finding the best possible employees for one’s firm is a challenging task, and
becomes even more demanding if decisions have to be made across borders.
Recruitment
Written by Ivonne Büttner
If a company is looking to hire
management personnel the most usual
ways are to either fill the position inhouse,
place announcements in newspapers
and on online job sites, or to engage
external recruitment specialists. The
most promising candidates are invited
to interviews, and the one that seems
best suited for the company gets hired.
The challenge expands when an international
company needs someone for a foreign
subsidiary because occupational aptitude
becomes merely one of many points
to be taken into consideration.
Expatriation or local hiring
For Bruno W. Lehmann, Vice-
President of the Swiss Chamber of
Commerce in Portugal and Senior
Partner of Egon Zehnder International,
the first decision that has to
be made is whether an expatriate
or a local should be hired to fill the post. “Sending
an expatriate means not only sending some-
Bruno W. Lehmann.
Preparatory
trips
and intercultural
seminars before
the relocation
are essential.
one the company knows, but also someone who
knows the company – its products, regulations,
culture, and client history.”
This solution, however, is not unproblematic,
because the candidate has to give
up his home, settle in a foreign
country and cope with a new
culture. “Thorough preparation
helps facilitate a smooth transition”,
says Christoph Lang,
CEO of the School for International
Business in Zurich. “Aspirants
for jobs abroad have to
learn the language first and foremost, but
they also have to develop an understanding
of the culture and the cultural differences they
will encounter. Preparatory trips and intercultural
seminars before
the relocation are essential.”
Christoph Lang.
Global Networking
The importance of connections
should not be underestimated.
“Networking is the
key” says Mr. Lang. “The
local Swiss chamber of commerce
can serve as a bridge between
the countries and offer the possibility of exchanging
experiences with other members.”
Martin Schneider.
On the other hand, hiring a local professional
has the advantage that he or she is familiar with the
country’s culture and customs, speaks the language
and furthermore, may know the industry,
products and some of the clients.
“The trend is to hire local” says Martin
Schneider, Board Member of the
Swiss-Asian Chamber of Commerce,
CEO and Chairman of Brainforce AG.
To make sure the local candidate is able
to adapt to the company’s policies and
modi operandi it may be a good policy to
hire an interim manager. “These experts
can build up and coach a local professional until
he or she is able to take the position permanently.”
There are a lot of possibilities, but no universally
accepted solution. The decision
of what is best for the company in
such a particular situation has to be
made individually.
But Bruno W. Lehmann is convinced
that for companies which get
that process right, the rewards can be
great. “An outstanding international
appointment can accelerate the success
of the company in critical markets, facilitate
the best practice sharing worldwide and
help construct the kind of genuinely international
companies that globalization demands.”

Swiss Trade October 2009
13
A word from...
...Daniel Küng
CEO of Osec
What is the role of Osec
As sponsors of Swiss foreign trade, we support enterprises in
the establishment and development of their foreign business
ventures. On behalf of the alliance, we aim to provide support
in exporting, importing, investment and location promotion.
We brief, counsel and accompany Swiss SMEs on their trips
abroad, as well as facilitating
links between businesses and local
experts. We take care to involve
private and public organizations
worldwide in this process.
2008 was a good year for us,
as we achieved more than 1 700
counseling interviews and 630
mandates. This year, we are seeing
demand growing, primarily because
of the difficult economic situation.
How have you been supporting Swiss companies during
the economic crisis
We offer a variety of measures designed to support exports
within the scope of the alliance’s stabilization program. We
show the SMEs new possibilities and niches. For example, we
have expanded our business into nearby markets, and aim to
provide information about opportunities resulting from new
free trade agreements between Switzerland and other states.
We are also involved in developing export platforms,
specifically in the areas of Clean-tech-, design or health. This
is because our SME scene is fragmented, and we see better
marketing as an essential part of drumming up business
abroad.
Our flagship project is the ecological town of Masdar city
near Abu Dhabi, which is currently under construction. A
Swiss village is being built there, and an exports market worth
potentially several hundred million Swiss francs has been
created in the wake of a finalized frame agreement.
Does Osec cooperate with certain partners
Yes, of course. We run the global “Business Network
Switzerland“, which includes 16 Swiss Business Hubs among
others. These are usually involved in Swiss economic relations
abroad. Internationally, we are currently working with a
“pool of experts”, but we retain our links with the bilateral
chambers of commerce. In Switzerland we offer additional
value for export-oriented SMEs, because we co-operate with
cantonal Chambers of Industry and Commerce as well as with
inter-trade organizations.
How does cooperation between Osec and SwissCham
work
I think that the fact that we complement each other is of prime
importance in our relationship. In countries in which we are
not directly represented − for example in the Czech Republic,
Chile and Portugal − the chambers of commerce often take
over the role of our local partners. However, even when we
have our own location, as in Brazil, China and India, we work
with the chambers, because the requirements of SMEs remain
paramount for us.
SWISSCAM - Your business
platform in Brazil
Established in Brazil since 1945, we provide reliable
information, excellent contacts and our knowledge
of the Brazilian market to Swiss companies.
■
■
■
■
■
■
Market studies
Expert know-how
Marketing activities
Trade fair participation
Business partner search
Market entry
ann_ IU_103x129,5_A_Q_IU 25.09.09 17:15 Page1
S T U D Y I N S W I T Z E R L A N D
Bachelor and Master programs in Business
Administration, International Relations and Media
and Communication
NEW
Tel +41 (44) 586 3741
Tel +55 (11) 5683 7447
swisscam@swisscam.com.br
www.swisscam.com.br
MASTER IN
INTERNATIONAL BUSINESS
• A Program with a Global Perspective
• Multicultural Faculty and Student Body
• Exchange and Study Abroad Programs
• Career Counseling
INTERNATIONAL UNIVERSITY IN GENEVA
ICC, Rte de Pré-Bois 20 - 1215 GENEVA 15, Switzerland
Tel.: +41(0)22 710 71 10/12 - Fax:+41(0)22 710 71 11
Email: info@iun.ch - www.iun.ch
Accredited by IACBE, USA

14 Swiss Trade October 2009
Swiss Banks – Partners
of the Export Industry
Swiss banks give the export industry the support it needs to keep its competitive edge.
Strong competition and the low interest margin help to guarantee a well-functioning credit market.
Export finance
Written by Markus R. Bodmer
When it comes to credit, both supply and
demand are dependent on continued economic
development, which in a crisis naturally leads to
a downturn in credit volume. According to the
latest findings, there is no indication of there being
a trend towards a credit shortage – on the
contrary, more than 40 % of corporate credits in
Switzerland are not being used.
“Rather than a credit shortage,
there is an order shortage”,
says Jacqueline Keefer, Board
Member of the Chamber of
Commerce Switzerland-Central
Europe and Head of Export Finance
at the UBS.
Board Member
Jacqueline Keefer,
Chamber of Commerce
Switzerland-
Central Europe.
The banks play a vital role
in this growth, particularly in
terms of loans to small and medium
sized enterprises (SME),
the cornerstone of the Swiss
economy. Due to the limited size of the domestic
market, SMEs are more dependent than others
on global commerce and trade finance services.
With their international expertise, Swiss banks
are particularly suitable for providing these
Board Member
Christian Gut,
Swiss Asian Chamber
of Commerce.
services. Their experience and know-how allows
economies of scale to develop, and makes it easier
to hedge risks.
“Trade finance is an anti-cyclical business.
Given the present challenges, our trade finance
products are becoming increasingly appealing”,
says Christian Gut,
Board Member of the Swiss-
Asian Chamber of Commerce
and Managing Director of
Corporate & Institutional Clients
at Credit Suisse. “There is
a strong demand for their expansion
plans from Swiss companies
turning their attention
to growth markets in Asia. To
help support them, comprehensive
packages can be set up
by a network of organizations such as Swiss-
Cham.”
Today, as banks and corporate bodies look to
offload certain risks, backing from SERV or the
private insurance business is coming increasingly
into demand. However, seeking coverage
from SERV requires applicants to produce essentially
Swiss goods. Jacqueline Keefer supports
a Scandinavian model, i.e. moving from
a strict Swiss content to a Swiss interest clause.
A product would still qualify with a mere 15 %
of Swiss components. However, this discussion
has barely begun in terms of the policy making
process.
The success of the export and trade industry
rests upon the ability of the Swiss economy
and exporters to weather economic hardship. In
spite of the much-publicised problems afflicting
the banking sector, the Swiss economy seems to
have survived the worst. Thomas Sutter, Member
of the Directorate of the Swiss Banking Association,
sees no long term negative impact on
the image of the Swiss banking sector: “Existing
clients are remaining loyal
to their banks, while new business
is developing at roughly
the same rate as in other years.
Domestic and foreign clients
appreciate the high degree of
privacy and, apart from illegal
cases, enjoy the benefits of the
Thomas Sutter,
Member of the
Directorate of the
Swiss Banking Association.
traditional confidentiality of
Swiss banking.”
Trade finance is in most cases
a tailor-made affair. Depending
on the risks of both supply
and demand in each individual case, it requires
careful preparation. In order to achieve the best
results, one is well advised to adopt Jacqueline
Keefer’s credo: “It’s never too early.” The best
chance to succeed is by contacting the bank
from the very first moment.
Swiss-Asian Chamber of Commerce – your partner in
doing business in the ASEAN region, Korea and Pakistan!
Please contact sacc@sacc.ch or www.sacc.ch

Swiss Trade October 2009
15
The sale is not made until you get paid
Whether through public or private institutions, Swiss exporters have multiple options for
insuring the risks associated with doing business abroad. Insurance is a precious support in
times of crisis, and requires a careful assessment of the needs of the individual client.
Insurance
Written by Cyril Demaria
Herbert Wight,
director at SERV.
Machinery, chemicals and electricity account
for the biggest share of exports from Switzerland,
estimated to be worth CHF 295 billion
for the year 2008 alone. Private credit insurance
covers about 10 % of Swiss export transactions,
while the Swiss Export Risk Insurance policy
(SERV) covers less than 1.5 % of total exports.
The current crisis has had
a major impact on Swiss exporters
in two ways: firstly,
in the reduction in volume
of orders, and secondly in
the decline in client solvency.
“For that reason our business
has not significantly declined:
if our clients export
less, their need to cover risks
has increased”, says Herbert
Wight, the new director at SERV as of December
1st 2009.
Crisis, insurance and risks
The consequences of the crisis have been bleak:
Euler Hermes, the world’s leading credit insurer,
declares a 100 % increase in the number of
inquiries concerning coverage against default of
payment (of which usually 80 % are covered).
“The risk of non-payment itself has dramatically
increased, with an increase in the number of
company failures of 28 % in 2008 and 35 % in
2009. This is an all-time high”, says Jules Kappeler,
Member of the Board
of Euler Hermes Switzerland.
For exporters requiring
coverage which is not normally
provided by the private
sector, SERV operates as
a last resort, according to its
Jules Kappeler, Euler
Hermes Switzerland.
public service mission, and
only for goods with at least
30% of Swiss “content”.
The trading industry, therefore, is in a delicate
situation, as it becomes more difficult to prove
this minimum share of “Swissness” to get access
to the insurance.
The second factor working against exporters
is the banks’ abandonment of financing crossborder
business. “Our role in this difficult time
is to help exporters to come to terms with the
problem of missing credit lines from banks”, declares
Mr Wight.
Euler Hermes has launched a debt collection
service for small and medium sized businesses,
as the cost of collecting debts has increased correlatively
with delays of payment. SERV has
launched two new products specifically designed
for SMEs with large orders from
abroad. They will secure, at least
partially, the exporter’s bank when it
provides guarantee or credit lines for
the execution of these export orders.
World Risk Map 2009
Strong economic structure and policy framework
(industrialised economy or similar). Negligible
risk of external liquidity crisis. Generally sound
business environment. Negligible risk of political
instability. Strong capacity to respond to economic
crisis.
Economic structure and policy framework generally
adequate. Very low risk of external liquidity crisis.
Generally sound business environment. Negligible
risk of political instability. Good capacity to
respond to economic crisis.
Some signs of structural and policy weaknesses.
External liquidity adequate, some weaknesses in
business environment and/or significant, though
moderate, risk of political instability and adequate
capacity to respond to economic crisis.
The risk
of nonpayment
itself
has dramatically
increased.
Partnership with the
chambers of commerce
Chambers of commerce play an important
role in the relationship between insurance
providers and potential clients. Not only
do they serve as a forum for exporters and insurers
to meet, they also act as an aggregator of
client feedback. In many respects, chambers of
commerce and trade credit insurers share converging
interests: to analyse the needs of exporters
and to act as an intermediaries
with the market.
By supporting the promotion of
Swiss exporters, chambers of commerce
are also promoting best practice,
and generally reducing the risk
of exporting for each company. Either
insurance companies are gaining
in awareness through feedback
from the chambers of commerce, or exporters
themselves gain insights through the forum that
chambers of commerce represent.
Source: Euler Hermes Switzerland
A range of structural and policy weaknesses and/or
vulnerable external liquidity position, some weaknesses
in business environment and/or serious
weaknesses in political framework with higher
risk of political instability and limited capacity to
respond to economic crisis.
Deep structural weaknesses and/or strong policy
measures required and/or external liquidity risk is
high, serious weaknesses in business environment
and/or serious weaknesses in political framework
with higher risk of political instability and little capacity
to respond to economic crisis.
Structurally very weak and policy ineffective and/
or current/imminent external liquidity crisis, serious
weakness in business environment and/or
actual or very high risk of political instability. No
capacity to respond to economic crisis.

16 Swiss Trade October 2009
The Swiss engineering industry
is based on solid ground
Swissmem President Johann N. Schneider-
Ammann tells us what it takes for industrial
enterprises to pull through in times of
global economic crisis.
Engineering
Written by Martina Gyger
The Swiss machine, electrical engineering
and metal (MEM) industries represent one
of the most important sectors of the
Swiss economy. According to Mr.
Schneider-Amman, the industry re-
It is worthwhile
to
encourage young
people to learn a
technical profession.
lenge is for individual companies to ensure good
liquidity and a steady influx of orders. ”Only the
financially strongest partners are good enough.”
Swissmem, an association that unites the
MEM industries, supports a number of new
measures to ensure sustainability: firstly, in
the context of the Government’s second
economic stabilization package,
the Innovation Promotion Agency’s
(CTI’s) decision to increase its funding
for industry-related research projects;
secondly, the adjustment of the Swiss
Export Risk Insurance (SERV) policy
to international standards;
the best idea first” will make the difference, along
with the ability to introduce it to the market. For
these reasons, the Swiss exporting industry needs
access to the free market as much as possible.
Schneider-Ammann hopes that politicians and
the public will become more conscious of the significance
of the second sector. “Switzerland
is an exporting country. It will not
be possible to lead our society into the
future on a high level of social welfare
by focusing on the financial and service
sectors alone. It is worthwhile trying to
encourage young people to learn a technical
profession and thus help maintain
and thirdly, the extension
of working short time
cial stability.”
N. Schneider-Am-
our country’s efficiency, wealth and so-
President Johann
mains in good health.
from 18 to 24 months, mann, Swissmem. Schneider-Ammann does not, however,
“Over the last ten years we have
driven innovation, simplified processes,
increased productivity etc. Our industry’s
performance in global markets
is impressive”, he says. However, being
which allows companies
to retain employees, and their expertise,
for longer.
“Innovation will be the crucial
factor in determining a company’s
favour state intervention. “We
will hold our ground on the principle of the
free market economy!” he argues. Although the
business outlook for the future is uncertain, Schneider-Ammann
is positive about the long-term
heavily
36311-ISM-Economist-180x115
export-oriented, it has been hit
9/06/06 16:19
ability
Page
to
1
survive
(Noir/Process
in the global marketplace.”
As Schneider-Amman puts it, “To have continue to play a decisive
Black
prospects:
film)
“It is certain that Swiss industry will
hard by the economic downturn. The main chal-
role.”
INTERNATIONAL SCHOOL OF MANAGEMENT
Fully accredited
in USA and Europe.
Customized programs
for senior managers and
top-level executives.
American professors
with extensive first-hand
international business
experience.
Student Profile:
30-45 years old, average
professional experience
of 10 years, more than
90 nationalities.
Intakes:
January, April, October
Paris • New York • Shanghai • Tokyo
MBA
IeMBA
DBA
PhD
Master of Business Administration
Full-time in one year
International Executive MBA
Part-time or full-time flexible schedules
Doctor of Business Administration
Accelerated completion options
One-on-one instruction
Associate Professorships
e-LEARNING : OPTION FOR ALL PROGRAMS
General Admissions, ISM Paris: 148, rue de Grenelle - 75007 Paris - Tel: + 33 (0) 1 45 51 09 09 - info@ism.edu
US Admissions, ISM New York: 110 E 59 th Street, New York, NY 10022 - Tel: (212) 371-4144 - info.ny@ism.edu
Programs managed by ISM New York - Partner Institutions: St. John’s University, New York -
School of Management, Fudan University, Shanghai - Temple University,Tokyo
w w w . i s m . e d u

Swiss Trade October 2009
17
Exports and multinationals − crucial for welfare
In some sectors up to 90 % of Swiss products
are exported. Jan Atteslander, Head
of International Economic Relations at
economiesuisse, the largest umbrella organization
representing the Swiss economy,
reminds us of the crucial role of exports
for Switzerland and discusses future challenges.
Welfare
Written by Samuel Dixneuf
What are the biggest opportunities and challenges
for Swiss companies and the Swiss
economy
Many Swiss companies are integrated in
world markets. Based on a
strong market position in Europe,
Swiss entrepreneurs are
increasingly finding new business
partners in emerging and
developing countries. Thus, it
is no surprise that the Swiss
Jan Atteslander,
Head of International
Economic Relations
at economiesuisse.
economy is among the 13 biggest
investors globally. This
integration in world markets
poses a risk whenever governments
fall back into protectionist policies. The
rise of protectionism is the biggest challenge. It
increases costs and risks for business.
How do you see the importance of Swiss export
industries for Swiss welfare and jobs
Export and foreign direct investments are crucial
for Swiss welfare. About 50 percent of
Swiss GDP depends on exports; multinational
companies contribute about 30 percent to
GDP. The export sector offers fascinating careers.
More than 4000 Swiss SMEs are multinational
companies with investments abroad.
We should also stress the fact that the Swiss
export sector does not only create thousands
of jobs at local suppliers, but also technological
spillovers.
How could we strengthen the international
trade framework
First of all, the WTO is functioning and the established
rules are enforceable. A conclusion of
the Doha-round would strengthen the international
trade framework. However, we are not
there yet. Difficult steps lie ahead of us in progressing
from ‘sunshine declarations’ to concluded
negotiations.
What are the respective responsibilities and
roles of the private and public sectors
Governments and the private sector should intensify
the dialogue over policy in order to prevent
protectionism. Independent monitoring of policy
reveals too many measures that are
not allowed by WTO rules, while
many harmful protectionist policies
do not break WTO rules at all.
What is the nature of your collaboration
with SwissCham
SwissCham is a very important partner
for economiesuisse in the area
of international economic relations.
The chambers possess extensive
background experience of and networks in any
given country. We are exploring further cooperation
at present.
New
investments
in
innovative products
and services
are needed.
How do you see the position of Swiss exports
globally e.g. in five years
These days, five years look like far away. The
Swiss export sector will have to recover
from the biggest decline since
the Second World War. At the same
time, new investments in innovative
products and services are needed. I
agree with experts who think that
Asian and American markets will
gain in relative importance for Swiss
companies. The strong competitiveness
of the Swiss economy (Nr. 1 in
2009, source WEF) will attract even
more international business and further strengthen
the global market position of the Swiss export
sector.
General Insurance
Life Insurance
Risk Management
Trade credit
Political risk
Surety
Promoting trade flows and
assuring financial stability
Zurich Insurance Company Ltd

18 Swiss Trade October 2009
A word from...
What drives the watchmaking
industry
Thanks to new technologies and enforced marketing activities the Swiss watch industry
is set to handle the global economic downturn successfully. Due to strict action against
counterfeit watches, consumer confidence in the product quality has been maintained.
...Alessio Giacomel
Watch Expert, Tokyo, Japan
How do you sell a Swiss premium
watch in Japan
In Japan, high-priced European-made
goods are highly sought-after status
symbols. The acquisition of a mechanical
watch can take up to several years, and
consumers dedicate a lot of time to
collecting various information. Therefore,
it is very important to proactively
manage all brand touch points with
one single signature, starting from preselling
through to packaging, trade fairs,
decorations, sponsorships and finally
presentation at the point of purchase.
What are the challenges
Japanese consumers have very high
expectations of additional benefits and
services in addition to a faultless product.
They are among the world’s most
sophisticated and spoiled customers.
What makes the difference between
success and failure in Japan
The evidence suggests that companies
which understand Japan’s socio-cultural
underpinnings are more successful at
selling their products. These insights
enhance the appeal luxury brands can
have to potential consumers. Companies
not yet known in Japan will need patience
and a sound strategy to appeal to
Japanese consumers.
Watches
Written by Alexander Saheb
Even if export figures fell significantly in
2009, Jean-Daniel Pasche, President of the Federation
of the Swiss Watch Industry (FHS), remains
confident. “Exports will recover towards
end of the year”, he says. His optimism is founded
in the latest signals from many watch-making
companies, which are reporting slightly recovering
markets.
This view is backed by Sylvie Ritter, Show
Director of Baselworld, the World Watch and
Jewellery Show. Ritter is very satisfied with the
interest in Baselworld 2010 from exhibitors and
visitors. “In the current difficult economic climate,
Baselworld acts as a driving force for the
entire sector and profits from this strength”, Ritter
says.
Fight against counterfeits
Not all kinds of Swiss watch are affected by the
crisis in the same way. According to Jean-Daniel
Pasche, it depends on the positioning of the
brand and its geographic distribution. In particular,
the luxury sector, with wristwatches worth
more than 20 000 Swiss Francs, remained nearly
unaffected. It may be due to the strict fight
against counterfeiters that consumer confidence
in the original products was maintained.
Pasche sees the internet trade of counterfeit
watches as a persistent problem which makes it
easy for consumers to buy counterfeit watches at
home. “However, we are very active and destroy
Successful brands
will have to redouble
their marketing and
communication efforts.
one million fake watches every year”, Pasche
says. Additionally, auction platforms selling
counterfeit watches are continuously identified
and legally prosecuted.
President Jean-Daniel
Pasche, Federation of
the Swiss Watch Industry
FHS.
Enforce marketing
Within the next few years,
watch-making companies
will find the key to success
lies in understanding
the DNA of their brands,
and they concentrate on
their successful lines.
Even if new technologies
gain more and more importance
within the luxury
goods industry, explains Ms Ritter, successful
brands will have to redouble their marketing
and communication efforts, as well as investing
into product innovation and design ideas.
The Swiss Watch Industry
at a glance
The watch and clock industry is Switzerland’s third
largest exporter after the machine and chemical
industries. The number of its 40 000 employees has
remained stable, but the number of companies has decreased
from about 1 600 in 1970 to about 600 today.
The industry exports nearly 95 percent of its production,
worth 17 billion Swiss francs in 2008. Swiss-made
timepieces are to be found in countries across the
globe, although Asia and Oceania have, at 47 percent,
a far larger share of the export value.
Alessio Giacomel works for a Swiss luxury
sports watch brand in Tokyo. He holds a PhD
in Business Administration, specialising in the
marketing of luxury goods in Asia. He started
his career in Japan with a scholarship from the
Swiss-Japanese Chamber of Commerce.
Show Director Sylvie Ritter, Baselworld.

Swiss Trade October 2009
19
Tourism is good for business
Jürg Schmid, Director of Switzerland
Tourism, speaks of the importance of the
Swiss tourist sector and how, by its very
nature as a cross-section industry, it affects
other areas of Swiss economic life.
Tourism
Written by Martina Gyger
How important is tourism as an export
industry
More than 5 percent of Switzerland’s export income
from goods and services can be attributed
to tourism. In 2008, the tourism sector earned
15.6 billion Swiss francs, putting it fourth in
terms of earnings, behind only the metal and
machine industry (74 billion), the chemical industry
(72 billion) and
We work
in close
co-operation
with chambers
of commerce
abroad.
the watch industry (17
billion).
How is tourism
related to other
industries
Being a cross-section
industry, tourism affects
all other sectors.
Tourists go shopping,
visit museums, open bank accounts and utilize
all kinds of services. Only about one third of
their expenses are realised in the core sector of
tourism. The remaining two thirds are spent in
the building, entertainment, and clothing industries,
for example. To bankers this connection is
clearly visible, as tourist flows are also reflected
in their balance sheets.
How much tourist activity do business
contacts generate
Three fourths of the total number of
overnights spent in cities result from
business trips. Business travellers
prefer to hold their meetings at attractive
places; every sales psychologist
is aware of the influence a nice
environment can have on business
transactions, be it the hotel, restaurant
or a well-designed and functional
business centre.
What is the status of foreign
investment in Swiss tourism
projects
Currently, foreign investment projects (amounting
to 2 billion Swiss francs in total) are in different
stages of realization, the most well-known
Jürg Schmid, Director of
Switzerland Tourism.
The “Handelskammer Schweiz-Österreich-Liechtenstein”
(HKSÖL), apart from
fostering trade relations between the three
countries, is mandated by the federal organization
Osec to be a partner in Swiss exports
promotion. Urs Weber, Secretary General of
HKSÖL and Market Manager for Austria/
Hungary of Switzerland Tourism, based in Vienna,
says: “People associate watches, banks,
chocolate, cheese, quality and reliability with
Switzerland. We use those stereotypes, supported
by images of tourist landmarks such as
the Matterhorn, in marketing campaigns and
thereby further strengthen the brand Switzerland.“
one being the ambitious holiday resort in Andermatt,
by the Egyptian Samih Sawiris.
How do you collaborate
with the chambers with respect
to promoting tourism
We work closely with chambers of
commerce abroad. In some countries,
for example Australia and Austria,
we maintain office communities.
What are your favourite
tourist spots and why
I am a great fan of the Swiss Nature
Parks, because they let me experience
nature untouched. Each one is
unique due to the combination of tourist offers
available, along with the landscape and the traditions
practiced by their inhabitants.
Bridging between Switzerland, Austria and Liechtenstein
Pointing out the
chamber’s role as
“Swiss Business Hub
Austria” he adds:
“Given Austria’s geographical
location as
a gateway to Eastern
Europe and the general
risk averseness of
Swiss small and middle-sized
companies
against doing business
in the East, we
Urs Weber, Secretary
General of HKSÖL.
provide them with a jumping-off point to this
region, as well as competent advice.”
Vanessa Mae
www.engadin.stmoritz.ch
What mountains. What space. What light!

Advertorial
The Kempinski Grand Hotel
des Bains is located right at the
source of St. Moritz and only a
few walking minutes from the
famous lake. In 184 rooms &
suites a great service is offered
e.g. 24-hour room & Concierge
service, babysitter service &
special kids menus and bathrooms
with heated floors. You
will be spoiled in four awarded
restaurants, in the High Alpine
Spa with indoor pool & extensive
sauna landscape, Sport
Shop & ski school and daylight
banquet rooms with full technical
equipment
Kempinski Grand Hotel des
Bains
Via Mezdi 27
7500 St. Moritz
Switzerland
T : +41 81 838 38 38
info.stmoritz@kempinski.com
www.kempinski-st.moritz.com
On top of the Alps
– the Kempinski Grand Hotel des Bains
The way leads over the Swiss
Alps. Suddenly the wide valley
offers a great view and the Engadine
invites you. You can feel
a warm welcome when your
eyes catch the typical corner
towers and the sky-blue shatters
of the Kempinski Grand
Hotel des Bains.
The Kempinski Lobby & Bar – a perfect place
to feel welcome
Step in and your senses get touched
by elegance and lifestyle – but the other
way: sincere, unstrained and debonaire.
“The Kempinski Grand Hotel
des Bains is a wonderful place for everybody.
The Relaxed and progressive,
it appeals to a new generation of 5-star
guests”, explained Rupert Simoner,
General Manager.
What are your desires Start with
beautiful expectations – breathtaking
mountains, glittering snow, brilliant
sunshine and an air so clear and
refreshing that you couldn’t wish for
more. Scale the mountains – you have
direct access to the slopes of the Corviglia
or the wide cross country ski
trails.
Or dive in the St. Moritz High Alpine
SPA. Simple, noble, natural and
alpine – treat yourself to the special
luxury of being cared for and regener-
20
The Kempinski Grand Hotel des Bains
– where tradition meets modern spirit
ation. Have a glass of water from the
Mauritius spring – the origin of St. Moritz
– and feel its regenerating effect.
In the morning, for lunch or dinner –
no matter which of the Kempinski Restaurants
has the pleasure to spoil you
– expect the best kitchen only. Taste the
perfect mix of Switzerland at its best,
Italian lifestyle and international world
class. You have the choice between the
Gourmet Restaurant “Cà d’Oro”, the
lifestyle “Enoteca”, the awarded “Les
Saisons” and amidst the mountains, the
traditional chalet “Chesa Chantarella”.
That is travelling in style.
You too can profit from our logistic services
Consumers, service-providers and producers of
IT-systems and other hightech products
Delivered on time, installed on time and your system is ready for
immediate use. We provide exchange services which avoid any
work interruption and guarantee fast process flow.
> Various rollout services
> Loading of software and images
> Delivery to the point of use with installation
> Handling of used systems
> Wiping of data
> Reverse/swap logistics
Weber-Vonesch AG
Logistics
6303 Zug, Switzerland
transport@weber-vonesch.ch
www.logistic.ch
Phone: +41 41 747 44 61

21
Thanks to SERV insurance, Schlatter Industries AG is able to export welding systems like this stationary flash butt welding machine all over the world.
SERV offers security for
export transactions
The current economic situation is affecting Swiss exporters severely. By
insuring political and economic risks of export transactions, Swiss Export
Risk Insurance (SERV) enables exporters to accept foreign orders.
Export-oriented Swiss enterprises are
suffering severely from the current
difficult economic situation. On one
hand, there is a shortage of new orders,
while on the other hand, exporters
have difficulties getting guarantees
and loans from financial institutions.
Furthermore, the situation in the interbank
market makes export financing
more expensive. This has a negative
impact on exporters’ liquidity: in extreme
cases, their liquidity could be
impaired to such an extent that they
are unable to accept an otherwise attractive
and unproblematic order.
Systematic support
Swiss Export Risk Insurance (SERV)
insures the political and economic
risks of export transactions. For example,
SERV insurance enables
exporters to get credit
or guarantees from their financial
institutions without
providing additional collateral.
The working capital
insurance and the counter
guarantee in particular have
this effect. These are two of
the four new products that
SERV has introduced within
the framework of the Stabilisation
Measures II of the
Swiss Confederation in order
to systematically support
exporters during the financial
crisis.
Ideal solutions
The example of Schlatter Industries
AG, headquartered in Schlieren, Switzerland,
shows how enterprises can
benefit from SERV insurances. Schlatter
specialises in manufacturing welding
systems. To buy such a system,
Schlatter’s foreign customers often
need financing. Especially if Schlatter
is selling to new customers or exporting
to a particular country for the first
time, they are unable to bear the financing
risk all by themselves: ”Now
especially, we have to make sure that
we really get our money,” says Eveline
Grego, Head of Export Financing at
Schlatter. She goes on: ”In such a case,
The supplier credit insurance protects an exporter from default of payment
of the foreign buyer and from the political risks in the importing country.
an insurance of SERV is often the
only option if we want to accept the
order”. For example, Schlatter may
grant the foreign buyer supplier credit
and insure this credit with SERV.
The supplier credit insurance protects
Schlatter from the risk of default of
payment on the buyer’s part. Thanks
to this additional security, Schlatter
can cede the credit to a bank. ”In this
way, we receive our money immediately
and can even comply with the
customer’s request for a long credit
term. Such solutions are ideal for both
sides,” explains Eveline Grego.
Individual consulting
SERV attaches particular importance
to individual advice: ”Together with
the customer, we strive to elaborate
the most suitable solution
for his specific needs,” underlines
Herbert Wight,
Head of Business Underwriting
at SERV. He advises
especially enterprises that
want to export to a new
country or customer to contact
SERV as early as possible:
”We can support the
enterprise with our experience
in assessing country,
bank, and company risks
and provide advice from the
outset.”
Swiss Export Risk Insurance
(SERV) provides insurance
cover to Swiss companies for
exports to economically or politically
unstable countries. As
an institution of the Swiss Confederation
under public law,
SERV operates on a subsidiary
basis, i.e. in addition to the offers
of private credit insurers.
With its insurance products,
SERV contributes to the competitiveness
of Swiss exporters
in the international arena and
to the creation and preservation
of jobs in Switzerland.
Apart from the export of
consumer and capital goods,
SERV also insures the export of
services such as construction,
maintenance, and engineering
projects or licence and knowhow
agreements. There are
no minimum requirements for
SERV insurance with regard to
company size or order volume.
However, the exporter submitting
the application must be
based in Switzerland, and the
export transaction must include
a certain proportion of
Swiss value added.
SERV
Swiss Export Risk Insurance
Kirchenweg 8
P.O. Box
CH-8032 Zurich
T +41 44 384 47 33
info@serv-ch.com
www.serv-ch.com

Advertorial
Swiss Diamond Hotel is one
of the most prestigeous hotels
in Switzerland and combines
Swiss elegance with cleverly
integrated contemporary art
and technology, all to provide
a memorable and enjoyable
stay. The 5-star hotel houses 90
rooms and suites, 3 restaurants
and a relaxation bar.
In addition to first-class lodgings,
Swiss Diamond Hotel
offers excellent and refined
menues, well-equipped training
and spa facilities and the Venus
Wellness and Diamond Medical
Esthetical centres at guest convenience.
Swiss Diamond Hotel Lugano
Via Riva Lago Olivella
6921 Lugano-Vico Morcote
Tel. +41 91 735 00 00
info@swissdiamondhotel.com
www.swissdiamondhotel.com
Medical aesthetical in
beautiful Lugano
With a magnificent view of the
mountains reflecting in the Lugano
Lake, tranquil Swiss Diamond
Hotel is the natural choice for a
relaxing and refreshing holiday.
Swiss Diamond Hotel opened its doors
for the first time some 40 years ago.
Beautifully situated by the Lugano
Lake, the hotel is just a five minute
shuttle ride away from the Lugano city
centre. In 2002, the facilities underwent
a complete restoration to become a
5-star Swiss Deluxe Hotel, and several
prestigeous designers were invited to
put their mark on the hotel interior.
“Around that same time we first introduced
our wellness centre and we
have continued to developed the concept
over the years. We offer, among
other things, a medical spa, various
types of massages, laser therapy and
anti-aging therapy. Furthermore, we
are opening a new medical aesthetical
centre in January of next year,” GM
Francesco Cirillo explains.
Complete package of services
The medical aesthetical centre will
be the first of its kind carried by a
hotel, and will house about a dozen
physicians and dieticians along with
several new types of medical aesthetical
techniques. Detoxing and botox
procedures will be provided as well as
complete check-ups by cardiologists.
“We pride ourselves on using the
very latest techniques in this centre.
We are also cooperating with private
clinics and offer a complete package
of medical aesthetical services.”
22
Taking wellness to a new level
Swiss Diamond Hotel takes the concept
of wellness to a new level – the
in-house menues are tailored for
healthy lifestyles and the guests can
choose to have their diet plans supervised
by professionals.
“We always strive to improve our
services, to be dynamic and up-todate,
regardless of if it concerns our
medical aesthetical centre or our other
options; Swiss Diamond Hotel has
excellent facilities for events such as
conferences and weddings and this
part of our business is just as important
to us as our wellness enterprises.
After all, the value of a hotel lies in
good service,” Mr Cirillo concludes.
Advertorial
Hästens has been building beds
since 1852, and has been the
official purveyor of beds to the
Swedish court since 1952. The
beds are only produced at the
company’s headquarters in
Köping, near Stockholm. This
company has been run by one
family for five generations; Jan
Ryde has been its head since
1987. Since then, it has grown
by over 40,000 percent.
Hästens beds are made of
natural, high quality materials
like horsehair, cotton and wool.
The wooden frame is built of
northern Swedish pine.
Several different bed models
provide different mixtures of
materials and different levels
of firmness. The beds can be
tested in the Hästens Store
in Zürich, which just has moved
to Talstraße 66.
Hästens Store Zürich
Talstrasse 66
CH-8001 Zürich
0041 – (0)43 – 333 00 11
zuerich@hastensstores.com
www.hastens.com
Mastering nights for successful days
The Swedish family company Hästens has been building beds
for over 150 years. Made by hand with pure natural materials
like horsehair, these beds help you into a deep sleep to inspire a
creative and active working life.
If anything unites people, it is
the need for a good sleep. It is
only through this that we can
be healthy, efficient, and happy.
It is incredible how often people
forget those eight hours which
are so important for their waking
life. They choose cheap, hard
mattresses, made of synthetic
materials which fail to inspire a
truly restful sleep in the body.
One’s ability to function
properly during the day depends
mostly on the quality of one’s
sleep at night. In the long term,
if we have too little or poor quality
sleep, it has a strong impact on our
creative abilities and concentration
and can lead to depression and burnout.
The solution, however, is at hand.
Hästens is a Swedish company which
began making beds in 1852. Since
then, the materials that go into making
their beds – horsehair, wool, cotton
and linen – have not changed.
To assemble their products, Hästens’
master craftsmen use the most sophisticated
machinery available – their
own hands. Visiting Hästens’ headquarters
west of Stockholm, one can
see that nothing has changed in the
last 150 years.
The company’s innate craftsmanship,
the high quality of their materials,
and the profound passion with
which they go about their work all
go into creating beds that the
world dreams about.
The bed itself works like
air conditioning: the horsehair
stuffing absorbs sweat (about
one litre per night!), channelling
it out of the bed. The cotton
and wool layers allow the air
to circulate, so that the bed can
breathe. A complex patented
system of springs, made of high
quality Swedish steel, support
the body while at the same time
allowing it freedom of mobility.
The private luxury of Hästens
beds are enjoyed across Sweden
and in more than thirty countries
around the world. Even the Swedish
king and his family use these beds
to recharge their batteries – and who
wouldn’t want to sleep like a king
Interested sleepers can visit
the Hästens Store in Zürich for a
test doze in their lunch break – wake
up call inclusive.

23 Advertorial
Le Mirador Kempinski Lake
Geneva, the Elevation of Senses
Le Mirador Kempinski, member of the Small Leading Hotels of the World
and Leading Spas, reopened its doors July 2009 to welcome its guests
again with Switzerland’s most beautiful view. Located high above Vevey,
in the middle of the blooming vineyards of Lavaux UNESCO region, it
overlooks beautiful Lake Geneva and the Swiss Alps.
All the 62 suites, including the 45
spacious new Junior Suites, are designed
to pamper the most discerning
travellers around the world, used
to a luxurious lifestyle. The new Junior
Suites, feature a spacious terrace
of 20m2, for relaxation in total privacy,
Full HD, LCD TV screens with
integrated Swisscom Hospitality Entertainment
and Information system,
Logitech Dream FI, portable multifunctional
phone and the new Nespresso
coffee machine CitiZ.
Switzerland’s unique Givenchy
Spa, Member of the Leading Spas,
is a place dedicated to pure wellbeing
offering a selected list of the most
exclusive cures. The renovated Wellness
Centre features 11 treatment
rooms, Sauna, Hammam, Jacuzzi,
Relaxation lounge, a Givenchy boutique
and a hairdresser.
At your special disposal, we propose
the new Day Spa Suite of 90m2,
where you can enjoy all spa facilities
in total privacy.
The Fitness Centre offers 30 stateof-the
art machines and a workout
area where our Fitness team instructs
you personally or in classes to the latest
work-out techniques.
The separated wet lounges and the
indoor swimming pool with overhead
glass dome and terrace offer
enough space to relax.
For explorers, Le Mont-Pèlerin
and the Lavaux region offer many
more activities. Golf, tennis, Hiking
paths or Nordic walking possibilities
are only a step away.
Since many years Le Mont-Pèlerin
is known for its nature and purity.
Inspired by the surroundings, Le Mirador
Medical Centre offers unique
cures which allow you to experience
and profit from this amazing synergy
between nature and latest technologies.
Recharge your energy at the Medical
Centre Le Mirador or discover the
unique treatments at the Cosmetic
Dentistry Centre.
Dine around and discover Le Mirador’s
world of taste – enjoying
“haute cuisine” in the awarded gourmet
restaurant Le Trianon, a Sunday
brunch on the beautiful terrace of Le
Patio, Swiss specialities in Au Chalet
and a lavish breakfast at Horizon; the
four restaurants will fulfil palate of
gourmets.
Le Piano Bar invites you to relax
in the new lounge area, where indulgence
and relaxation is written in the
sky, right in front of you.
Le Mirador features a variety of
conference facilities. The boardrooms,
as well as the different conference
rooms are equipped with the
latest technology and large panorama
windows which allow, by beautiful
sunlight, an amazing view over Lake
Geneva and the Swiss Alps.
The innovative changes of Le Mirador
Kempinksi, invites you to dive
into a world, where your wellbeing is
the priority.
Le Mirador
Kempinski
LAKE GENEVA
Hotel Le Mirador Kempinski
Lake Geneva
CH-1801 Le Mont-Pèlerin
(Montreux/Vevey)
Switzerland
Tel: +41 21 925 1111
Fax : +41 21 925 1112
Web : www.mirador.ch
E-mail : reservations.lemirador
@kempinski.com

Helping you succeed abroad.
Take advantage of our global skills.
Expand your range. Whether you serve export markets as a manufacturer
or have branches abroad, UBS can help make your company’s international
activities a success. We offer individualized financing and risk hedging
solutions, targeted services for payments, foreign exchange and cash
management, as well as solid, up-to-the-minute information from a
global network of proven UBS analysts. Our branch office client advisors
work alongside experienced specialists from around the world to meet your
objectives and requirements. We’ll take the time to listen. Welcome to UBS.
www.ubs.com/sme-international
ab
© UBS 2009. All rights reserved.