Munich: Traditional, Technological & Trendy on US New BA in Family Business Management on PEOPLE ONONE NETWORK MAGAZINE Profiling EU Alumni in Family Businesses

Issue No. 1

ON THE MAP Munich: Traditional, Technological & Trendy ON US New BA in Family Business Management ON PEOPLE ONONE NETWORK MAGAZINE Profiling EU alumni in family businesses

16_ EU discusses 40 years, 25,000 alumni and one clear future vision

48_ Family Businesses: A Lesson in Balance ©Photograph: Masa Ushioda, « Reaching out », Fifty Fathoms Edition 2009 MISSION PARTNER OF ARD MNM · OCW MNC · E YR · AI · EU · HNHI SNAOE TIE · OY · ZURICH · TOKYO · TAIPEI · SINGAPORE · SHANGHAI · SEOUL · PARIS · YORK NEW · MUNICH · MOSCOW · MANAMA · MADRID BOUTIQUES BLANCPAIN www.blancpain.com time asart. animal expresses emotionandmy picture interprets thisprecious My workistocapture time: asplitsecondof moment, whenthe Pristine SeasExpeditions B DAI BIIG CNE · UA · KTRNUG GNV · OG OG MACAU · KONG HONG · GENEVA · EKATERINBURG · DUBAI · CANNES · BEIJING · DHABI ABU Fifty Fathoms Collection TABLE OF CONTENTS

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ON... ON US ON THE MAP 08_Trends: Discover the 2013 Trends 14_Jean-Claude Biver Speaks 40_Munich: Traditional, 10_Tech: The Legacy of Dieter Rams Business & Passion Technological & Trendy 12_Numbers: Family Businesses 16_EU: 40 Years of Vision 45_Oktoberfest Alumni Event 20_EU News 27_International Partnerships 28_EU Launches Brand New Online MBA 29_Vision of the Future 30_40th Anniversary Weekend 33_EU Study Tour 34_Industrial Visits

ON FAMILY ON MY OPINION 62_Teaching Excellence BUSINESS 63_Learning to Learn 46_Micromanaging: 64_How to Score Tradeshow Succes The Family Business Frenemy 48_Family Businesses: A Lesson in Balance 51_EU Launches Bachelor of Arts ON PEOPLE in Family Business Management 54_The Stuck Family 56_Peter Brabeck-Letmathe 58_Alfredo Tripaldella 59_Peter von Forstner 61_ Follow us on: Constantin Hemmerle

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ISSUE I | ON MAGAZINE | 03

LETTER FROM THE PRESIDENT

ONONE NETWORK MAGAZINE

ISSUE I, SPRING/SUMMER 2013

European University President Dr. Dirk Craen – MANAGING DIRECTOR, BARCELONA Carl Craen – MANAGING DIRECTOR, SWITZERLAND Luc Craen – MANAGING DIRECTOR, NEUCHÂTEL Dear One Network Member, Ann Craen – Not every business or institution can boast 40 years of success. Academic Dean, Barcelona A jubilee such as this one does not just grant us the occasion to cele- Christine Clarke brate past achievements, but also offers us an opportunity to focus on – the strong future vision of what the next 40 years will bring. Academic Dean, Munich As such, we have modernized our look and our logo, and I am Sascha Liebhardt delighted to present you with our new university magazine ON, – which stands for One Network magazine.This name is a direct rep- Marketing Manager resentation of what we have always believed; that European Univer- Svetlana Salovska sity is “One University, One Network”. – One of the most important things we try to impart on our stu- Contributors dents is that they, above all, must promote their brand. They must demonstrate leadership, flexibility and global thinking; and in doing Dr. Till Krause, Journalist so they will enjoy success in the current market. pages 39-43, 54, 58, 59, 61 Branding content is a very popular buzz term in the marketing Mia Doornaert world. The concept is simple: produce content which reflects who pages 56-57 you are and what you stand for, instead of simply saying it. People Liudmyla Feurstein, EU Professor respond positively to this new approach. page 62 This is the concept on which we have based our brand new Bernie Martin, EU Professor ON magazine. Each themed issue will offer you updates on EU page 63 news and events, in-depth articles and a look into various aspects of Egon Zank, EU Professor the business world. This first number focuses on family businesses, pages 64-65 their tendencies, financial success and need for balance. We also let you take a peek at the history and cele- ON Editorial & Design bration of European University’s 40 years. You will be able Veronica Cancio De Grandy to follow our story from our beginnings in 1973 through Arantxa Reus our fantastic anniversary weekend in Barcelona in April. Kierre Childers Through this first and each upcoming number, we will take Laveen Melwani on a different aspect, subject or perspective of the business world, Eleanor Montgomery bringing you interesting and original content that you will want to Albert Ripoll read and share with your friends and colleagues. – For questions and queries, write to: We hope you like it. EU Communications Department P RO EA [email protected] U N E

This is a publication of: U N 40 Y I I T V E R S Dr. Dirk Craen President

ISSUE I | ON MAGAZINE | 05 ON: PEOPLE A Talk With Eleanor Smith

100 years Magic in e Mountains

3780 Gstaad - Switzerland Phone: +41 33 748 50 00 [email protected] | ON MAGAZINE - www.palace.ch | ISSUE I Our take on the latest trends, statistics and topics in business, education and life. ON ...

Page 08 Dieter Rams One of the fathers of modern industrial design, Rams continues to inspire the designers of today. ON takes a look at his most influential pieces.

ISSUE I | ON MAGAZINE | 07 ON... TRENDS DISCOVER THE

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Germany Paperless Trust in Brands Education Germany is currently enjoy- Green trends have seen top “Trust is critical [to] overall ing an enviable position as universities omitting print brand reputation today. Europe’s star economy and materials. EU launched its People are more likely to do is showing no signs of slow- new Online MBA program business with a company they ing down. Germany has long in the fall 2012 semester in trust, which means [trust] been a hub of invention and order to offer more flexibil- generates revenue and design; birthplace of both ity and a wider reach to its increases [company value],” Dieter Rams and of course participants. Online course states Jim Gregory, CEO Hans Riegel, inventor of the platforms allow professors of CoreBrand, a branding gummy bear. EU has a main to utilize a wider variety consultancy service in the campus in Munich, see our of teaching methodologies U.S. Trust, a primary EU article on page 40. and interact more with philosophy, is earned over their students than if they time; start by developing a were actually present in an brand story with a human enormous lecture hall. See element to which consumers our full Online MBA article can relate. on page 28.

08 09 10

Giving back Talking machines 3D Printing

The importance of support The GSMA Mobile World Costly prototypes that take too long to develop be gone! from large companies should Congress, held in Barcelona, New 3D printers allow companies to refine prototypes not be underestimated. With Spain in late February, pre- quickly and efficiently before spending money on produc- this in mind, EU built a close dicted that this will be the year tion. The technology also generates minimal waste because relationship with a small where machines will commu- products are created using a process that continually adds community in Yirwal, Burkina nicate independently with each components, rather than a traditional Faso, through its support for other. Trends include: M2M production line that chops, drills L’Association Maia. This foun- communications, machines and removes dation aims to help women that communicate wirelessly excess to create become self-reliant through with one another by way of a product. encouraging confidence embedded sensors and AllJoyn, and education. EU pledges software allowing users to to continue supporting the control electronic devices re- foundation, giving something motely, like setting your coffee back to a community in need. maker from your tablet.

08 | ON MAGAZINE | ISSUE I ON... TRENDS 2013 TRENDS

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JOMO Freelancing EnterprisING Social NetworkS In 2012, the Fear of Missing The global financial crisis has “Last year, McKinsey pub- Out (FOMO) was almost presented challenges across lished an eye-opening report paralyzing. It seemed people all industries; long-term un- that pegged the untapped couldn’t go five minutes with- employment is changing the business value of social out knowing what was going nature of work. Full-time jobs technologies at $1.3 trillion, on in the Social Media world. are being reshaped by project and most of that comes from But what goes up must come and task-based work. Now, improved office productiv- down and now it’s all about employers are hiring freelanc- ity”, says Fast Company. not knowing. In 2013, we are ers instead of committing to Companies have now realized basking in the Joy of Missing longer-term contracts and the value of communicating Out (JOMO), choosing to unnecessary overheads. The via social networking pages. spend more time with actual marketplace is evolving, and EU was recently named as people, rather than catching companies are exploring new one of the Top 50 Most up on their lives through ways to produce without the Social Friendly MBA Schools profiles and posted pictures. high expense. (QS TopMBA 2013), see our article on page 26.

11 12 13 Hot, Hot, Hot!

The last decade has seen the popularity of hot and spicy Time Over Money Crowdeverything Remote sauces soar. Family busi- Management ness Heinz has noticed the ‘Make a profit’ is generally at The Crowdsourcing concept Hubstaff is a great new trend and to complement the top of every company’s is expanding rapidly. Watch for employee management its emblematic traditional to-do list. But more and more industry-specific innovations program that helps managers tomato ketchup, mustard organizations are seeking in the market that take the see screenshots, view activity and salad cream, recently ways of aligning profit with KickStarter model and add levels and track productiv- launched its own Hot Sauce longevity, taking into account unique twists of their own. ity of employees. Great for range and Tomato Ketchup the social, economic and Cartoonist Kal Kallaugher entrepreneurs who are always blended with Sweet Chilli. environmental impact of their is using KickStarter to on the go and not physically As food gets more and more actions, and working to ap- self-publish a selection of his on site to track employee international, the sauce that peal to those who care about 35-year-long collection of progress, Hubstaff works goes with it needs a bit of an the morals and motivations cartoons drawn exclusively for to provide managers with added kick. of the companies they deal The Economist magazine. Mr. more visibility on what their with. It looks like company Kallaugher participated in the employees are really working ethics will continue to evolve EU 40th Anniversary weekend on – in turn making organiza- throughout 2013. in Barcelona. tions much more productive.

ISSUE I | ON MAGAZINE | 09 ON... TECH

THE LEGACY OF DIETER RAMS

ndustrial designer Dieter Rams is def- 08 initely one of the most influential designers of the 20th century. In honor of EU’s new Bachelor of Arts in Busi- Iness & Design Management, this issue, we are taking a look at Rams’ career, influence on modern inventions and design legacy. He was the Chief Design Officer at 02 consumer products company Braun from 1961-1997. He led the way in combining architectural inspirations and innovation with a desire to create useful products and his 10 commandments for good design. Dieter Rams’ contribution to the world of design is evident in many modern products, and his influence is widely acknowl- 03 06 edged by commercial modern designers such as Jonathan Ive, head of design at Ap- ple. The multinational company has open- ly stated that they continue to design and create their products according to Rams’ 10 commandments, and his influence can clearly be seen in gadgets such as the 2001 iPod, the iPhone calculator app and the Apple iMac. After 40 years at the company, Diet- 04 er Rams retired from Braun and was suc- 07 ceeded by Peter Schneider, but his designs, influence and genius continue to feature in everyday products and new designs. Designs by Dieter Rams 01 02 03 04 05 06 07 08 09 10

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Designs influenced by Dieter Rams 11 12 13 14 15 16 17 18 19

ISSUE I | ON MAGAZINE | 11 ON... NUMBERS FAMILY BUSINESS NUMBERS 5X

24y The number of women holding leader- 24 years is the average life span ship positions in their family businesses of a family-owned business has increased five times since 1997 (Business Beware Show) (Family Firm Institute, 2007)

30% of family businesses continue into the second generation (Family Business Institute) 35% of Fortune 500 companies are family companies (Business Beware Show) The 2012 list includes family businesses such as Wal-Mart and Ford Motors in the top 100

24% of family businesses are led by a fe- An equal number of men and male (Family Business Center) EU alumna, women intend to take over leadership Dr. h.c. Nayla Hayek, has been leading The oldest family business on record, of their family business her family business as Chair of the Board Hoshi Ryokan, was founded in 717 (Ernst & Young and University of St Gallen study) of Directors of Swatch group since 2010 (The Family Business School)

Innegrit Volkhardt, CEO of Hotel Bayerischer Hof Group, received the EU Family Business Award in 2011 (For more info on this family business, Successful family businesses around the world see our sidebar on page 43.)

12 | ON MAGAZINE | ISSUE I Page 16 EU celebrates its 40th and looks back at four decades of success in business and education.

Page 20 Catch up on EU’s latest events and goings ON US on in our news round up.

JEAN-CLAUDE BIVER The Hublot watch company into business. Biver has enjoyed Chairman of the Board highlights great success in the corporate SPEAKS BUSINESS love; encouraging EU students world and is always happy to find what makes them tick to share his secrets with & PASSION (p.14) and turn their passion our students.

ISSUE I | ON MAGAZINE | 13 ON US Jean-Claude Biver JEAN-CLAUDE

Watch industry legend talks to EU students BIVER and friends about people, purpose and passion.

he term “CEO” brings to mind images of numbers, with their work don’t need weekends, holidays or free time. All power and seriousness. But the key point of Jean- that exists is the object of their desire. He believes that if you love Claude Biver’s talk on January 17, 2013 at Foment something and always try to be unique, different and the first in de les Arts i del Disseny (FAD) for European Uni- the market, then success is guaranteed. Tversity, referred to an unexpected topic: love. Born in Luxembourg, Biver was educated in Switzerland The former CEO and current chairman of the luxury watch where he earned a degree in Business Administration at the company Hublot has been working with the same team since the University of Lausanne. He became fascinated by the culture of late 1970s. Their latest addition is the marketing manager, who watchmaking in the Vallée de Joux, where a meeting with Georg- has “only” been with them since 1993. Together with his team, es Golay, president and CEO of Audemars Piguet, got him a po- Biver has led three luxury watch companies to success over the past sition as sales manager for the European market. forty years; sometimes doubling or even tripling profit margins. Biver didn’t start out in a top role or even in any role. He So how can such a successful man cite the Beatles’ All You began with just half a salary; his boss claiming the other half as Need is Love as his secret to success? payment for teaching him the business. During this first year, Biver believes that the love he receives from his family, friends Biver sat with everyone in the company, from the mail boy to and employees, in addition to his own love of watches, is the se- the head watchmaker, learning all he could about both the art of cret of his accomplishments. He says that people who are in love and the business behind watchmaking. His start in sales was also

14 | ON MAGAZINE | ISSUE I ON US Jean-Claude Biver

Biver didn’t start out in a top role or even in any role. He began with just half a salary.

board, which revived the bestselling Omega brand with then-innovative marketing tech- niques such as key placement and celebrity endorsement. After a short sabbatical from the watch industry, Biver returned to the fold as CEO and chairman of Hublot watches. Again, he set to work with his love-inspired magic, and managed to increase the value of the company fivefold over a period of five years. It was later acquired by the luxury goods con- glomerate, LVMH. Another of Biver’s passions is cheese. In fact, he produces his own at his farm overlooking Lake Geneva. The cheese is made with milk from cows that graze for just a short time each year in his flower- filled meadows. The subsequent cheese is then left to age all summer. Biver’s inten- tion is not to make a profit from this hob- by, but rather to share it with close friends, family and his favorite restaurants, refusing company Blancpain. In an era when com- to accept payment, despite the high price panies were abandoning precious metals in he could potentially demand. Perhaps it’s Born in Luxembourg, favor of quartz, Biver refused to compro- a small way of demonstrating the love so mise on quality for the sake of higher prof- important to Biver. Biver was educated it margins saying: “Since 1735 there has The January 17 speaking event was part in Switzerland where never been a Blancpain quartz watch. And of a series of seminars for the Design Man- there will never be.” agement degree offered by European Uni- he earned a degree in The strategy worked, and Blancpain versity and was led by Dr. Pierre Keller, for- Business Administra- quickly became one of the most recognized mer director and current honorary president luxury watch brands in the market. Blancpain’s of ECAL design school in Switzerland. tion at the University success led Biver to join the Swatch Group ON of Lausanne. unorthodox. Traditionally, a salesman car- ried his product with him and showed his clients what he had. Biver travelled without watches. He told his surprised new clients that he wanted to get to know them first and get to know their needs, so that he could find a good fit, instead of simply selling them what he had with him. This unique and “white glove” work ethic still remains with him today. In 1981, Biver and his friend and former colleague Jacques Piguet bought the rights to the then almost-extinct watch Dr. Dirk Craen with Jean-Claude Biver after his presentation

ISSUE I | ON MAGAZINE | 15 ON US European University EUROPEAN UNIVERSITY 40 Years OF VISION

This year, EU celebrates its 40th anniversary. In honor of this momentous milestone, ON looks back over four decades of education, dedication and family unity.

he saying goes, “It takes a village…” at EU we believe Ann, even participated in the Nichols College Dual Degree pro- “It takes a network…” It has been 40 years of jour- gram, which allowed her to study under both the European and neys, careers, students turned alumni, parents, CEOs, American collegiate systems. friends and partners, but most of all, of a clear vision Eldest son Carl, is the Managing Director of the Barcelona Tof a bright future. The EU alumni network is currently 25,000 campus; younger son Luc, is Managing Director of the Swiss cam- business leaders strong and growing every day. From the found- puses; and Ann is the Managing Director of the Neuchâtel cam- ing of a university for “the United States of Europe” – even be- pus. Proud matriarch Martine van Tilburg Craen is EU’s stron- fore the European Union had come into being – to counting at gest supporter and is present at all university events. least one alumnus/a in every country in the world, European But European University wasn’t always the strong, interna- University has demonstrated throughout that what you need for tional network it is today; it had its beginnings and a path to follow. success is cohesion, focus and a strong network. In 1973, Xavier Nieberding created the Faculty of Business In the spirit of celebrating all the accomplishments the past Administration; shortly afterwards, he renamed the institution 40 years have brought, we take a look at the history of European European University. As an academic himself, coming from a University and its support pillar: the Craen Family. family of teachers, Nieberding wanted to focus on offering high- Dr. Dirk Craen, a native of Belgium, was Dean for many years level education to executives and future entrepreneurs. EU was and now heads the university as its president and strong leader. the first university in Europe to offer a BBA program, and it was All three Craen children are proud alumni of EU and youngest, not long before the value of the degree was acknowledged both in Belgium and abroad.

16 | ON MAGAZINE | ISSUE I ON US European University

The philosophy was very business-oriented and utilized a combination of the European and American educational systems. One of the first international partnerships EU had was with the University of Dallas in Texas, U.S.A. Playing on the popularity of the then- popular soap opera Dallas, the tagline “Go West Young People” incited students to take a leap across the pond. By participating in the program, students earned a Bachelor of Busi- ness Administration from EU and an MBA from the University of Dallas. Throughout EU. Dr. Craen led a management brand the 70s and 80s, this and other programs buyout which would restructure and build with institutions like Thunderbird, Clare- what has become today’s EU network. The mont and Emerson were very popular. In university kept its headquarters in Switzer- the first 12 years, over 1,500 students partic- land, as it has a great worldwide reputa- ipated in exchange programs such as these. tion for private education. EU quickly expanded its European “Switzerland has a very serious take It has been 40 years of horizons to include campuses in Brussels on education, stemming from the hard journeys, careers, stu- (1983), Montreux (1985) and Monaco times in its past and neutrality during (1986), along with Geneva and The Hague times of war which plays an important dents turned alumni, (1987) among others. role in its reputation. This same neutral- parents, CEOs, friends During the 1980s, Switzerland grew ity is something we strive for at EU, en- to become an instrumental success point couraging people from different cultures and partners, but most for the growing network, led by Dr. Dirk and backgrounds to meet in a respectful of all, of a clear vision Craen, then Dean of the group based in the manner on the common grounds that are Montreux campus. By the end of the de- business and education,” says Dr. Craen, of a bright future. The cade, EU had already begun to transition “In addition, Switzerland’s location is at- EU alumni network is its headquarters to Montreux, Switzerland tractive for recruiting quality faculty mem- and by 1995, had established additional bers from leading companies and interna- currently 25,000 busi- campuses in Barcelona, Madrid, Athens, tional organizations, its high quality of life ness leaders strong Lisbon, Rome, Porto, Zug and Warsaw. standards, security and living conditions… 1998 was a decisive turning point for these are all very important to students.” and growing every day.

ISSUE I | ON MAGAZINE | 17 ON: PEOPLE A Talk With Eleanor Smith

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18 | ON MAGAZINE | ISSUE I ON US European University

The new millennium saw EU looking east, who have made EU’s success possible: friends opening sister campuses in Singapore (2002); like Dr. R. Seetharaman, CEO of Doha Bank; Kazakhstan (2005); Hong Kong and Taiwan Dr. Marc Hayek, CEO of Blancpain and (2006); and Malaysia and China (2008). The board member of Swatch Group and Yves 2000s also marked the initiation of the EU Leterme, former Prime Minister of Belgium dual degree programs with Nichols College in and current Deputy Secretary General for the U.S.A.; Shinawatra International Univer- the OECD, who continually make an effort sity in Thailand and College of Charleston in to offer guest lectures to EU students. the U.S.A., along with the university’s triple We also thank students like Santhosh accreditation with ACBSP, IACBE and IQA. Muraleedharan and Denis Kolev who con- This year has already marked contin- tribute to EU’s student blog. Alumni like ued innovation with the commencement of Xavier Alcober, Oakley Johnson, Michel bachelor’s programs in Design Management, Miserez, Bertrand Morisod and Carolyne Sustainability and Family Business as well Hyde, who have forged their own success as MBA programs in Reputation Manage- stories in business and entrepreneurship. ment and Design Management. Last year, Faculty members like Christine Clarke, EU also launched its online campus with its Sascha Liebhardt, Jean-Christophe Vau- new Online MBA program, which allows trin, Alistair Charles and Johnny Kim, who students maximum flexibility when pursu- offer students insight and perspective into ing an MBA degree. the business world. It is people like these, “This year’s celebration is not just that along with many, many others, who con- we have been around for 40 years, but also tinually help us to develop and expand our that we have dedicated ourselves to continual- network. EU is very thankful for your unre- EU has a 98% average of international ly producing and developing business leaders lenting support and commitment to our vi- participation among students who meet the needs of the international busi- sion of the future. We truly could not do it ness world. The new programs in 2013 truly without you. Students and faculty members speak highlight this innovation as we anticipate sus- Yes, these 40 years mark our history, an average of 3.5 languages tainability, family business and design man- but they also celebrate the future; we look agement all becoming major business trends forward to making many more memories, Students take an average of 6 months to in the coming years,” says Dr. Craen. both with those who already belong to the find employment And of course, throughout the journey, EU network and those who will join us down who could possibly forget the people like you the road. ON

ISSUE I | ON MAGAZINE | 19 EUROPEAN UNIVERSITYNEWS – Over the next few pages, we catch you up on events, activities and news throughout the EU network. –

after being a longtime professor of Hu- NEW! man Resources Management at EU. His extensive sales and global business experience and many years of teaching make him the ideal choice. Professor Charles encourages stu- New MBA dents to seek him out during office hours with any issue. His vision keeps students’ New OnlinE MBA Program Director at best interests in mind, he says, “it is crucial that the students come away from October, 2012. EU launched its new Online Campus Barcelona EU with an ability to delegate tasks and which started with the Online MBA program. A great work with anybody... Dealing with diver- blended experience; participants will get the best of EU Campus sity is important.” programs while enjoying online flexibility. (Find more He defines his role without hesita- about our new Online MBA on page 28.) October, 2012. New Barcelona tion: “I want to open direct lines of com- Campus MBA Director, Alistair munication between students and faculty Charles, took on this position as well as among the faculty.”

Alumnus Xavier Alcober Presents New Book

September, 2012. EU Barcelona hosted author and EU alumnus, Xavier Alcober, for the presentation of his new book, El Mercad- er de Felicidad (The Merchant of Happiness). Set in Spain, England and America, the novel poses existen- tial questions regarding personal happiness and success and examines the conscious and uncon- scious choices people make. Mr. Alcober spoke of the external and internal forces that help us define happiness and com- pared them to Harvard professor, Oktoberfest Alumni Event Michael Porter’s famous Value Chain model. Mr. Alcober’s com- September, 2012. EU held its fifth annual Oktoberfest parison of personal happiness to a Alumni Event. Alumni lined up in front of the exclusive management system was a unique Käfer Wies’n-Schänke tent where they took a few min- metaphor that enthralled all at- utes to catch up with old professors and classmates. EU tendees. guests partook the famously-delicious Käfer-roasted duck and of course, Oktoberfest beer. (For pictures and a link to the video, see page 45.)

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NEWS IN BRIEF

Welcoming Students on all Campuses November, 2012. Students cel- ebrated the start of a new academic year across all four campuses. Bars, clubs and pubs were filled with new and old faces, all looking forward to learning and sharing.

1. Barcelona Campus: Soho Club – 2. Montreux Campus: Harry’s New York Bar – 3. Geneva Campus: Le Scandale – New Location for EU 4. Munich Campus: Munich Campus Zum Franziskaner

October, 2012. European Uni- ed growth on the Munich cam- notch classroom equipment versity opened the doors to its pus; since 2009, the campus has including SMARTboards and brand new state-of-the-art lo- more than doubled student en- video conference equipment, cation in Munich. The move rollment. The new building of- necessary to provide leading- was sparked by unprecedent- fers more floor space and top- edge business education.

EU Kicks off Seminar as Precursor to New Design Management Degree

October, 2012. The first of eight all-day EU Design Management Seminar sessions began with lectures and presentations by the internationally-renowned Dr. Pierre Keller. This special seminar consisted of eight monthly sessions which concluded in May, 2013. Students who successfully completed this program received a Certificate in Design Management from EU. These seminars served as a trial run for EU’s new Bachelor of Arts in Business & Design Management slated to begin in the fall of 2013; also being put together by Dr. Keller. Pierre Keller – the former director and current honorary president of ECAL design school – has handpicked the professors and the subjects to be covered throughout both programs in order to offer students a variety of styles and multidimen- sional points of view. The third certificate seminar was taught by Jean- Claude Biver, former CEO and current chairman for Hublot Watches.

ISSUE I | ON MAGAZINE | 21 ON US News EU & ILO LauncheS Certificate in Sustainability Management

November, 2012. EU Switzerland learned how to incorporate sustainability into the supply chain through EU’s new “Certifi- cate in Sustainability Management” program offered in collaboration with the International Labour Organization (ILO). After a year of collaborating with ILO Chief of Multina- tional Enterprises Program, Ricarda McFalls, the sustainability initiative came to fruition with a three-day course held at both the ILO Headquarters and the EU Geneva campus. The program included a look at sustainability over the past 50 years, as well as tips on how to introduce it into operations and how to leverage it as a competitive advantage. Lecturers also talked about the ‘Three Pillars of Sustainability’; economic, social and environmental. “Sustainability is a journey which adds short-, medium- and long-term value to your operations,” said visiting faculty member Melvin Bamuh.

Doha Bank CEO AddresseS EU Students

November, 2012. EU MBA students in Switzerland welcomed Dr. R. Seetharaman, CEO of Doha Bank at the Four Seasons, Hotel des Bergues in Geneva. His two-hour presentation on In- vestment Management spoke about what it means to be an In- vestment Manager and the basic principles guiding the practice. Dr. Seetharaman also spoke on the Munich and Barcelona campuses in 2013. Dr. Seetharaman has nearly three decades of experience in banking, information technology and consultancy. In 2012, he was awarded an EU Honoris Causa Degree and in 2011 and 2008 was voted Best CEO in the Middle East by Banker Middle East Industry.

NEWS IN BRIEF

BARCELONA EU Geneva HostS Making a Difference in the 21st Century Me- HOldS CV Seminar International Day dia Landscape Seminar November, 2012. EU Barce- November, 2012. EU Geneva November, 2012. Respect- There is a horizontal revolu- lona Career Counselor, Anna held its first ever “International ed German journalist Dr. Till tion going on in which infor- Wlodek, held instructional CV Day” sponsored by the Student Krause and EU Munich Dean mation flows across people workshops for students, tips Committee. It was an opportuni- Sascha Liebhardt spoke to and not just from big compa- included: ty for students to bring in dishes EU students, alumni and nies to people. This is some- –One-page CVs are best from their home countries for friends about media today thing to keep in mind both –Personal information on top all to try. Some of the dishes and how to navigate it. They from the consumer and the –Most recent experience first included Kazakh palau, stressed that we have an in- business side. –A good cover letter is a must Estonian refrigerator cake, teractive social system that Russian quark pancakes and is available for use 24/7. Venezuelan arepas.

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NEWS IN BRIEF

HOLIDAY food drive December, 2012. The Barcelo- na Student Board held a holiday food drive to help the 350,000 people affected by the economic crisis in the city.

WEARING red ribbons to raise awareness December, 2012. EU Geneva Student Committee members took part in World AIDS Day as an opportunity to educate their peers about AIDS and raise funds for HIV and AIDS research. Global- ly, an estimated 34 million people have HIV.

STUDENTS GRANT WISHES December, 2012. The Barce- lona Student Board used their Christmas Dinner as a platform to raise funds for El Somni dels Nens, a local charity which grants wishes to dying children. Investment Management in Challenging Times Seminar Living in this global economic crisis, people are extra careful with their money. At Notenstein Bank seminar, Geneva students get advice on investments.

December, 2012. Dr. Barbara Roos from Notenstein ZOOM Bank returned to the Geneva campus last winter to give a Munich guest speaker head presentation on “Investment Management in Challenging 13 CHF 21bn of marketing at BMW – Times”. She outlined risk scenarios that determine which Number of Asset quantity Johannes Seibert investments are most profitable and offered an overview Notenstein branches managed by December, 2012. EU Munich of Notenstein’s investment principles and its challenges in across Switzerland Notenstein Bank welcomed guest lecturer, Jo- today’s market. hannes Seibert, Head of Mar- Of particular interest was the idea that the Swiss- keting for the BMW Group, Ger- Franc, in investment terms, is considered a ‘quasi’ eu- 700 2012 many. Having worked both in ro. This conversation sparked debate and curiosity, and Approximate num- The year in which established and emerging mar- by the end of the presentation many students were ask- ber of Notenstein the new Notenstein kets in Europe, Asia, North and ing Dr. Roos for investment tips and recommendations. employees Private Bank was South America, Mr. Seibert pre- Notenstein Bank exemplifies the Swiss Banking indus- established sented on management and try, managing nearly CHF 21 billion in assets. cross-cultural marketing.

ISSUE I | ON MAGAZINE | 23 ON US News EU Launches New International www.euruni.edu Summer School ProgramS European University combines sun, fun and business for the ultimate summer experience.

January, 2013. EU will open its new International Summer School this year. Run at all campuses, the ISS program’s tuition includes: INTERNATIONAL courses, study material, accommodation, breakfast, medical insurance, extracurricular activities and airport transfers. SUMMER SCHOOL 1. The Business Fundamentals & Language Skills program is PREPARING FOR Location Courses Extra Activities for high school seniors and bachelor’s students majoring in fields (subject to availabilty, INTERNATIONAL -Barcelona Business Fundamentals course (mornings) example of Barcelona) -Munich and Language courses (afternoons): English, other than business. It provides them with the means to acquire the BUSINESS: -Geneva Spanish, German and French. -Welcome Evening, Opening & Clos- Business Fundamentals ing Ceremonies necessary knowledge and language base to achieve an above-average Dates 2013 What is included & Language Skills -Tapas Tour July 08-20 -Tuition and study material -Modernism Route performance rate in any of EU’s demanding bachelor’s programs. This program gives the students a good – -Accommodation with breakfast* in Barcelona first contact with the university world. August 03-17 -Medical insurance during stay It provides them with the means to -Extracurricular activities 2. The International Business Basics program is for young Prices acquire the necessary knowledge and lan- -Transfers to/from airport Schedule guage base to achieve an above-average -Certificate at the end of the course For further performance rate in any of our demanding Monday – Friday information professionals, bachelor’s students, recent university graduates and bachelor’s programs. If you want to pur- 09:30-11:30 *Residential accommodation available about prices sue an internationally-focused business 13:00-15:00 in double rooms with breakfast. Single please contact: high school seniors from business-oriented schools. At the end of degree but need a little help with the rooms available upon request and subject language or improving your skill set, this Language to availability. Marko Zgrabljic program is for you. -English mzgrabljic@ this program, students should be able to evaluate the complexity of -Language courses Program does not include: euruni.edu This program is for high school seniors modern international business organizations, the intricate relation- and bachelor’s students majoring in fields Level -Travel costs other than business. -Undergraduate ships that exist between businesses, the social frameworks in which they function and the challenges of administration at all levels.

EU London AT First Student LSE Lecture Weekly Column February, 2013. EU London February, 2013. EU Blog pre- students attended a lecture at miered its first student-written the London School of Econom- column: The Rules of the Game. ics on “Liberty and Security in Written by Barcelona campus’s Moto GP: Ready, Set, Go! the World Today: why we are Sports Management student, all neo-democrats and what we Denis Kolev, the column takes February, 2013. EU Barcelona es behind the logistical effort should do about it.” Human a global view on the world of hosted Pau Serracanta, Manag- necessary to make a race hap- Rights Law professors Connor sports, examines investment, fi- ing Director of Dorna, a com- pen. Attendees learned about Gearty and Devika Howell led nancial fair play, new rules for pany responsible for organiz- the complexities of monetiz- the discussions, which covered the sports and how teams/clubs ing and promoting the Moto ing a professional race as well the benefits of liberty and secu- adapt. Column appears weekly, GP worldwide. Mr. Serracanta as the many steps leading up to rity and why they should right- every Thursday on the EU blog. relayed the joys and challeng- the big event. fully be available to all.

24 | ON MAGAZINE | ISSUE I ON US News

EXECUTIVE BOARD MEMBER OF NEWS IN BRIEF THE CDC & EU PROFESSOR Marc Dean’s Reception, Munich February, 2013. Over 180 at- Guerrero ExplainS the LONG Cata- tendees went to a dean’s reception to kick off the EU 40th lonia vs. Spain CONFLICT in detail anniversary celebration at the Kongress Bar, Munich. Attendees gain expert insight into a delicate political and cultural dilemma. This regional issue has been in the forefront of recent international news coverage.

February, 2013. Executive Board Member of the Convergència Democràtica de Catalu- nya and EU International Relations Profes- sor Marc Guerrero gave an enticing political lecture called Catalonia vs. Spain: A Global Perspective; hosted by EU Barcelona and co- sponsored by the Admirals Business Club. The issue of Catalonia vs. Spain has been debated for decades, but lately the topic has been garnering significant international attention. In his most recent book, L’engany del fed- eralisme espanyol (The Deception of Spanish Federalism) Professor Guerrero presents federalism as a solution to both the current economic crisis and the Catalonian independence debate. He is sought for his expert opinion on the topic by publications like USA Today, Rus- sia Today TV, NPR and Euronews. Acutely suffering the consequences of the economic crisis, Catalonia is currently Spain’s most indebted region. Many Catalans believe that they are not receiving the value in services for the millions that they give to the central government every year.

Swiss students’ annual ski trip to Villars Implications of Capital- February, 2013. The EU ism in the 21st Century Montreux Student Board invit- February, 2013. Green Cross ed students from all campuses International CEO, Adam to the EU annual ski trip. This Koniuszewski discussed year, they went to Villars Ski “Capitalism in the 21st Resort in Switzerland, where Century” at EU Geneva. He the highest peak reaches over highlighted strong and weak 1,200 meters in altitude. Stu- examples of sustainability dents took ski lessons; ice skat- in the corporate world. He ed and enjoyed a group dinner also noted the importance to network with students from of implementing sustainable other campuses. They later vis- methods when utilizing the ited the local club, El Gringo, earth’s resources and that where they enjoyed the fun businesses doing so are see- mountainside nightlife. ing the returns.

ISSUE I | ON MAGAZINE | 25 ON US News

Art of NEWS IN BRIEF Online AIESEC ON CAMPUS March, 2013. The International Stock Association of Students in Economic and Commercial Trading Sciences (AIESEC) visited student on the Geneva March, 2013. EU Munich Cam- campus to discuss pus hosted Alumni and MBA internship opportunities students for a one-day seminar with Mr. Ramy Copty, Manag- ing Director of Eventus Trading. EU Blog Column: Students were given insight into Happenings in India the art of trading online stocks, March, 2013. Santhosh Mura- bonds, commodities and alterna- leedharan, a first-year under- tive investments to generate prof- graduate student of Indian her- its. He talked about how people itage at the Geneva campus, can make money, whether the became the second student market goes up or down. The columnist to write for the EU seminar presented students with blog. His new column, Happen- the opportunities and challenges ings in India, will be published of online trading. The students monthly, giving an insider’s in- left the seminar with a greater sight into different events and knowledge of trading, looking activities taking place in India. forward to the future trading workshops to be conducted by Mr. Ramy Copty. SUSTAINABLE STRATEGIES March, 2013. Earth Fo- cus Foundation brought sustainability to EU Switzerland through dialogue, discussion and representatives from S2 Sustainability Strategies and the sustainable management consultancy firm: BSD Consulting.

TOP IN SOCIAL MEDIA SEASON DRAW AT UEFA

March, 2013. European University is proud April, 2013. EU Switzerland Sports Management stu- to have been placed in the list of the Top 50 dents participated in the season’s draw at UEFA’s Nyon Social Media Friendly Schools compiled by HQ as a part of their academic curriculum. QS Top MBA. EU always tries to keep up The students were excited to have the opportunity with emerging trends and constantly searches to witness such a high level sports event in person. From for new ways to reach its current and prospec- the third row, they observed the event’s stage, the top four tive students. The university was also placed European club delegations, (live) broadcasting crews, jour- INFLUENTIAL EU ALUMNUS at number eight in the Woman at Global nalists, translation cabins, and staff. Orchestrated impres- April, 2013. EU alumnus, Yan- 200 Business Schools list. This latter selec- sively by Mr. Gianni Infantino (UEFA’s General Secre- nick Guerdat, is one of Bilan tion brings together the top international tary) the event left and unforgettable impression on both magazine’s 300 most influ- schools with the highest proportion of wom- the UEFA and worldwide audiences. Participating stu- ential people in Switzerland. en among their MBA students: this year, EU dents also viewed major post-event operations such as: Yannick is the owner of has a 54 percent female to 46 percent male mixed zone, media center, flash interviews positions, and website management ratio across all campuses. other typical sports post-event activities. company Artionet.

26 | ON MAGAZINE | ISSUE I ON US Partnerships International Partnerships One of the most important components of a global education is international experience. Through our partnerships with important institutions all over the world, European University offers students the opportunity to study and live in different cities, experience various cultures and see the world from a wider angle.

Siberian Federal University Ramanujan College Siberia, Russia Haryana, India

EU recently signed an agreement Ramanujan College of Manage- with Siberian Federal University ment (RCM) in Haryana, India, (SFU) in Krasnoyarsk, Russia to went into agreement with EU of- develop bachelor’s and master’s fering RCM students the oppor- level programs as well as faculty tunity to complete their sixth and and student exchanges between seventh semesters of studies at any the universities. The venture aims Azerbaijan State EU campus and thereby earn a Jiao Tong University to offer transferring students valu- Economic University dual degree. EU will also recog- Shanghai, China able lessons in economics, finance Baku, Azerbaijan nize RCM bachelor’s diplomas and business management. and accept those students meet- Ranked nine in Forbes China’s www.sfu-kras.ru/en EU and the Azerbaijan State ing EU’s entry requirements into list of top EMBA programs, Economic University (ASEU) its MBA programs. Shanghai Jiao Tong University have collaborated to offer inter- www.ramanujan.edu.in/rcm (JTU) in China is one of EU’s national opportunities for stu- newest partners. One of the old- dents through a recently signed est and most selective universi- Memorandum of Understand- ties in China, this new partner- ing (MOU). EU courses, certif- ship will open new frontiers for icates and degrees will be fully both universities. recognized by ASEU and vice www.en.sjtu.edu.cnt versa. The two universities aim to continue forging education- The Faculty of International al opportunities in the future. Izmir University Tourism & Management www.aseu.az Izmir, Turkey Macau, China IE Business School University of Bucharest EU continues to make headway The Faculty of International Tour- Madrid/Segovia, Spain Bucharest, Romania in Turkey by signing a partnership ism & Management, City Univer- agreement with Izmir University sity of Macau (FITM-CUM) and EU and the reputable IE Business Last fall, EU and the University of Economics (IUE). EU’s agree- European University’s Malaysia School are now in a collaboration of Bucharest signed an MOU to ment with IUE offers students Campus (EU) have entered in- which offers partial scholarships pave the way for staff and student from both universities the oppor- to a three-year partnership whose for three EU alumni who wish to exchanges as well as the develop- tunity to participate in exchanges purpose is to bridge existing and continue their graduate studies ment of joint degree programs. As and mutually-recognized courses develop new programs in the ar- at IE, a great opportunity for un- a growing European powerhouse, and programs on both undergrad- eas of Leisure Management, En- dergraduate students who wish to Romania has a strong determina- uate and graduate levels. trepreneurship, Leadership, Hos- continue their graduate studies in tion to introduce the Euro as their www.uio.izmir.edu.tr pitality Management and Tourism Spain straight after obtaining their official currency. as well as introduce quality execu- bachelor’s degree from EU. www.unibuc.ro/e tive short-term courses. www.ie.edu www.cityu.edu.mo

ISSUE I | ON MAGAZINE | 27 ON US New Online MBA EU Launches Brand New Online MBA

he Online MBA program in Internation- The program consists of three terms which are 10 al Business comes when the recognized bene- weeks long, the last week is held on campus, (Munich, Bar- fits of online learning are just becoming known. celona and Geneva/Montreux) so students can meet class- As universities are making more and more courses mates, take part in industrial visits and complete their exams. Tavailable to the masses, the 2012 annual internet survey showed The experts teaching this program are an eclectic mix that over six million people are accessing college or university of professors with experience teaching in an online for- courses, with higher success rates in e-learning versus presen- mat. Some come from top global organizations, some are tial programs due to their flexibility, convenience and format. entrepreneurs. Together they replicate real-life experienc- With this flexibility in mind, EU launched its Online es for students on a user-friendly technological platform al- MBA in October of 2012 to mirror the full time MBA, while lowing students to manage their time as best as possible. giving students the freedom to access the lectures on their With this program, EU aims to maintain its high own schedules. Spanning 12 months, including a tutored fi- standard of business education and international networking nal project, the online MBA focuses on real life experience with the clear focus of optimally preparing students for the mod- and soft skills alongside business theory. Although virtual, stu- ern business world. By removing geographical barriers, EU can dents gain the same experiences as in an offline MBA program now deliver its business education 3.0, anywhere and at anytime. such as working with classmates from all over the world, attending conferences and improving time management skills. For more information please visit our Online MBA page.

28 | ON MAGAZINE | ISSUE I ON US Model United Nations Vision of the future EU students participate in Model UN project to improve access to clean water

uropean University Barcelona students traveled to New York this spring to make their voices heard in the Change the World Model United Nations (CWMUN), developed and organized by Associazione Diplomatici. The three- Eday event invited nearly 1,000 high school and university delegates from around the globe to come together and share ideas on topics including clean water access, sustainability and nuclear weap- ons. The event is a Model UN Project meant to simulate how participants within the UN would actually tackle these world issues. EU students worked specifically on the clean water access project, representing Zambia and collaborating with other students to reach solutions. Student Vincent Eduard Klug gives insight into the delega- tion process:“We had received the topic in advance and spent some time preparing. The topics were focused on water supply, its sustainability and impact on society and the economy. Representing Zam-

“We quickly realized the need for an even more sustainable model within our draft resolution...” bia, we saw an opportunity to team up with different African countries as they face the biggest struggles in the fight for clean water. “Once we managed to gather the other African countries on board with our idea, we looked for key partners/countries with the knowledge and financial means to help the African countries. “Apart from only developing water supply, we quickly realized the need for an even more sustainable model within our draft resolution and we then expanded our plans to incorporate education, agriculture and infrastructure rather than uniquely focusing on water supply.” The team, which also included fellow EU student Lucia Baranyi and several other delegates, presented their draft solution to the assembly and was one of five proposals selected to move forward in the accep- tance process and one of only three to pass the assembly’s majority vote. Other EU students who also took part in drafting solutions and negotiating with the other delegates, represented different countries within the debate and noted the experience provided unforgettable insight into world politics. ON

ISSUE I | ON MAGAZINE | 29 40th Anniversary Celebrations, Commendations & Congratulations

30 | ON MAGAZINE | ISSUE I ON US 40th Anniversary Event

uropean University’s 40th anniversary celebration in Barcelo- na proved to be just a glimpse of what the future holds for EU’s Equickly-expanding international network of universities. The event brought together nearly 350 alumni, partners, guests and students, all of whom were excited to celebrate EU’s monumental milestone over drinks, discussions and dancing. The festivities kicked off on Friday with an opening cocktail at the seaside club, Shôko, where guests enjoyed welcome drinks and hors-d’oeuvres. The Saturday morning conference began with inspiring opening words from EU President, Dr. Dirk Craen, followed by an in- troduction from Dr. R. Seetharaman, CEO of the Doha Bank Group, who analyzed the current situation of the banking industry. Presentations throughout the conference included panel discussions on education, accreditation and EU’s constantly-growing alumni association. Christine Clarke, Aca- demic Dean of the EU Barcelona campus, discussed “The Value of International Accred- itation” with other experts, before René van Baardewijk, EU Alumni Association Presi- dent, led the group on “The Wide Reach of an International Alumni Network”. EU alumnus Thomas Ruschke com- mented, “The real world advice that the Alumni panel offered was one of the things that made me appreciate my decision to attend the 40th Anniversary celebration.” Kal Kallaugher, editorial cartoonist for The Economist, concluded the morning’s sessions with an artistic presentation, giving the audience insight into his work as an artist and inviting enthusiastic participants to join in him sketching Barack Obama. After the presentations, guests were invited to attend the Global Café, a speed networking session, giving them a chance to further build their own international contact base. “This event was a perfect opportunity to network,” said Mr. van Baardewijk, “Alumni from various campuses, nationali- ties and graduation years were able to get to know each other and exchange information.” The weekend culminated at the el- egant Saturday evening Gala. Guests graced the red carpet in tuxedos and evening gowns, and kicked off the Saturday night apéro in style. The evening began with cocktails and amuse-bouches, before continuing with a delicious gala dinner, interspersed with congratulations and commendations of success.

ISSUE I | ON MAGAZINE | 31 ON US 40th Anniversary Event

Dr. Craen reminisced about EU’s past four decades, recognizing those who have prov- en instrumental in the university’s successes. The agenda also included the distribution of two doctor honoris causa degrees, which acknowledged the achievements of the Rector of the Kazakh Economic University, Serik Svya- tov and Olympic Champion, Steve Guerdat. Before dessert, Dr. Craen presented Anne Rosat from the non-profit Maia As- sociation a check for the totality of the cost for a new school in Burkina Faso. European University has been a supporter of this cause for many years. After dinner, guests quickly stepped on- to the dance floor as local band, Los Maikel- naits, filled the room with cover songs. Sunday saw groups of guests flocking to the beach and soaking up the sun, enjoying a well-deserved rest after the weekend celebration.

For pictures and stories from the event please be sure to visit the EU website.

32 | ON MAGAZINE | ISSUE I ON US EU Study Tour EU STUDY TOUR Our students visit South Korea and China

ong-time European University Switzerland faculty member, Dr. Johnny Kim brought cross-cultural communication to life this spring in his fourth annual EU Study Tour. This year, the group set their sights east, Ltouring both South Korea and China for 10 days during their Easter break. Students hit the ground running from the very first day which began with a guided tour, traditional Korean lunch and evening cruise along the Han River in Seoul. The following days in the capital city included more traditional meals, a discovery of the high-end quarter, Gangnam (which also included dance lessons on the popular move “Gangnam style”), a visit to the Changdeok Palace and Secret Garden and even a trip to Seoul City Hall. The second half of the venture took students across the bor- der to Beijing, where students jumped into tours of The Temple of Heaven in Tiantan Park, the Forbidden City and The Sum- mer Palace. The following days gave students firsthand experience negotiating at the Silk Market, a view of the Ci Fangzi (Chi- nese Porcelain House) and even a climb on the Great Wall. It is still a mystery, after four years, how Dr. Kim is able to create such a memorable adventure for the students in addition to teaching a full time course-load. It is certain; however, that the experience and knowledge he is able to impart on students who take part in the trips will last a life time. EU Geneva BBA student Birzhan Omirbayev put it best: “It is very important to experience another culture…and take something new from it. Rather than hear about it 1,000 times – it is [more impactful] to see it once.”

ISSUE I | ON MAGAZINE | 33 ON US Industrial Visits EU 01 INDUSTRIAL VISITS

Industrial visits have long been a staple of all EU programs. We believe in giving our students a bird’s-eye view of the reality of business and brands while offering them an opportunity to network with some of the country’s top professionals.

Many of the industrial visits in Barcelona, Munich, Geneva and Montreux are organized in conjunction with our academic and corporate partners. These companies then look at EU students favorably when they seek internships or job opportunities.

02 01 W HOTEL Barcelona October, 2012

02 BCN STOCK EXCHANGE Barcelona November, 2012

03 UNITED NATIONS Geneva October, 2012

04 PRIVALIA Barcelona November, 2012

05 MAN Munich November, 2012

34 | ON MAGAZINE | ISSUE I ON US Industrial Visits

ISSUE I | ON MAGAZINE | 35 ON US Industrial Visits

06 MANGO Barcelona 09 March, 2013

07 ALLIANZ ARENA Munich March, 2013

08 HENNIEZ Geneva February, 2013

09 BASELWORLD Basel April, 2013

36 | ON MAGAZINE | ISSUE I ON US Industrial Visits

11 14

10 CASA BACARDI Barcelona October, 2012 12

11 BCN ACTIVA Barcelona November, 2012

12 SELLBYTEL 12.15 Barcelona January, 2013

13 CICR Geneva 13 February, 2013

14 NATURA BISSÉ Barcelona December, 2012

15 FREIXENET Barcelona February, 2013

ISSUE I | ON MAGAZINE | 37 A HOME A W A Y FROM HOME

GRAND-CHÊNE 7-9 > CH-1002 LAUSANNE > T. +41 21 331 31 31 > F. +41 21 323 25 71 RESERVATION@LAUSANNE-PALACE.CH > WWW.LAUSANNE-PALACE.COM There is one EU city in almost every country in the world. Each issue, ON profiles one of these spectacular and cosmopolitan cities. ON the MAP

Munich The German home of one of European University’s four main campuses, where thriving economy combines with a dedication to natural beauty and innovative ideas meet emblematic architecture. by Dr. Till Krause

Page 14

ISSUE I | ON MAGAZINE | 39 ON THE MAP Munich

TRADITIONAL, TECHNOLOGICAL MUNICH & TRENDY

Munich is much more than beer and roast chicken at Oktoberfest. It is Germany’s major economic power – yet they take their energy from quite unusual sources. Come with us on a tour of a city that is rich in tradition – and buying power.

If you are looking for economic power, out- Munich and its surroundings occupy six of the standing quality of life (and a functional air- top 10 spots. Unemployment in Munich is at Munich was founded in 1158 by Henry port), Munich is your place. Monocle calls it 4.2 percent; the lowest of any German ma- the Lion, Duke of Saxony and Bavaria “the world’s most livable city” due to its many jor city. No other city is home to more com- parks and enviable location near the Alps. In panies from the German stock market index The city covers 310 square kilometers, the list of most affluent regions of Germany DAX; seven of the 30 most powerful German that’s 4,800 football pitches. released annually by the research firm GfK, companies reside here. Go FC Bayern! To truly understand Munich, you need to walk the city, where you will meet inspir- Munich is the second most-popular Ger- ing people, see mind-blowing architecture and man city travel destination, after Berlin To truly under- even learn how Munich turns everyday waste into energy on a daily basis. Let us show you stand Munich, why this city was chosen as one of European you need to University’s four main locations and as the destination of one of our most popular annu- walk the city. al events: the EU Oktoberfest Alumni Event.

40 | ON MAGAZINE | ISSUE I ON THE MAP Munich MOBILITY

Arriving from the south, you will spot a 100-meter windmill that produces 2,300 megawatt hours of clean electricity per year. Now, you might not think windmills are beautiful, but thanks to a city- rooted beautification plan, this one stands out. Its 66-meter ro- tors were decorated with more than 9,000 LED lights, and thus

Public transport handles more than 400,000 passengers daily. turned the generator into “the world’s largest Christmas star”. Even though the city has a good infrastructure for cars (including electric ones, with bat- tery charging stations at neuralgic points), rush hour can be quite a drag and extend well past 19:00. Public transport is a good alter- native, with seven subway lines and dozens of busses transport- ing more than 400,000 people on a daily basis. Munich Subway Project. Photographs by Nick Frank. Find more at www.iso72.de

ARCHITECTURE

Munich was widely destroyed headquarters of Versicherungs- Eclectic blend in World War II, and many of its kammer Bayern, has a roof- of old and new old buildings have since been top garden and innovatively us- restored – quite often with a es rainwater to save more than architecture more ecologically-friendly plan four million liters per year. If sus- (with a twist). in mind. This has left the city tainable architecture strikes your with an eclectic blend of old chord, catch the subway to Olym- and new architecture (with a pia Einkaufszentrum and visit twist). According to a referen- BMW World – a futuristic, solar- dum, no building within the cen- powered masterpiece that seems ter may be higher than the city’s to defy the laws of gravity and has 01 main 100-meter church tower: been dubbed “the shrine of Ger- Frauenkirche. Germany’s most man engineering” (even though 02 sustainable office building, the it was built by Swiss architects).

01 02. 03. BMW HQ FRAUENKIRCHE ALLIANZ ARENA Karl Schwanzer Jörg von Halsbach Herzog & de 03 1973 1494 Meuron 2005

ISSUE I | ON MAGAZINE | 41 ON THE MAP Munich

ECONOMY Munich is big on retail; Maxi- friendly. Quality has its price – out Munich’s neighborhoods. milianstraße is one of Germa- but Munich can afford it: the Almost a quarter of people work Munich is the ide- ny’s most iconic and exclusive city has the highest buying pow- in property, consultancy and al micro example of locations for luxury shopping. er of all German major cities – business services – from small The good thing is: Munich also more than €26,000 per capita. consulting firms to the world’s why Germany is the has a rich history of small busi- The GDP is well over €53,000 major reinsurance company strongest economy in ness owners who sell what they and exceeds Bavaria’s average Munich-Re. Munich is the top the European Union. love with passion and diligence by more than €20,000. choice for international compa- – without selling out. nies as diverse as McDonald’s, With a strong histo- Sure, you find the same ge- Red Bull, Microsoft and Apple, ry of family businesses, neric chain stores that you see all of which have their German innovation and solid in Milan, Mumbai or Montreal, The city is a headquarters here. but from the moment you en- The Bavarian capital al- automotive engineer- ter a store called Stancsics, lo- center of so has a strong family busi- ing, this city model is cated within walking distance family-owned ness presence. Munich’s focus one to succeed by. from the central Karlsplatz, you on tradition and family values experience a shop with its own enterprises. makes the city a center of family- unique vibe. If you love choco- owned enterprises. These range late as much as this author, you from small, boutique retailers may not want to leave. Ever. The money comes from a va- like Stancsics Chocolate Store “I am proud of my riety of sectors – with manu- to mid-sized companies such Kaufmannsehre, my merchant’s facturing being relatively high as the downtown gourmet ha- honor”, says Sylvia Stancsics, at 13.5 percent. Global players ven Dallmayr and global play- who founded Munich’s best like BMW, Siemens and Bosch ers like the Schörghuber group, gourmet chocolate store in 2004. among others, have their facili- with 6,500 employees and €170 She is a good example of how ties just outside the city center, million in revenues in the last someone can find their niche in and let’s not forget the city’s year. The city invests in many an economy that too often fo- breweries like Paulaner and Au- programs to support its entre- cuses on mass production in- gustiner which give Munich’s preneurs – “we are the leading stead of the individual custom- air a hint of roasted hops. German city and we want it to er. Her products come mostly There is a thriving corpo- stay that way” says the city ad- from local manufacturers and rate infrastructure close to the ministration’s economic chair- her staff is knowledgeable and river Isar, and present through- man, Dieter Reiter.

BEST OF MUNICH Check out ON’s top picks for Munich

01 03 Best Restaurant Concept Best Travel Tip Pavesi Picnic Lufthansa Airport Bus

Best View Best Place To Stroll Alter Peter Church English Garden 04

Best Landmark Best Modern Building Neues Rathaus Allianz Arena 02

Best Burger Best Big Festival Wagyo Trüffel at Cosmogrill Oktoberfest 01. Pavesi Picnic 02. Lufthansa bus 03. English Garden 04. Oktoberfest

42 | ON MAGAZINE | ISSUE I ON THE MAP Munich NATURE

Munich’s small-town appeal is quite unique flowing, clean water landmark it is today. to Germany’s third largest city, which is Further south along the river is Tierpark By 2025, Munich’s electricity home to no fewer than 1.3 million inhab- Hellabrunn, one of the oldest and green- will be 100% green itants. Stress is nowhere to be seen, despite est zoological gardens in Germany. Five the city’s reputation for attracting hard- years ago, the zoo unveiled a custom-built Mangala, Munich Zoo’s resident ele- working people (who also enjoy relaxing biogas power plant, designed to turn an- phant, saves 190 tons of CO2 in one of its countless parks or beer gar- imal waste into electricity. With the help dens). When in Munich, you must stop at of its resident female elephant, Manga- Dedication to sustainability is something the popular Gärtnerplatz, a square in the la, who alone produces 2,000 tons of ex- EU & Munich share trendy neighborhood of Glockenbachvier- tel, where galleries, bars and theaters dom- Tiepark Hellabrunn is one of the inate the scene. oldest and greenest zoological gardens Not far away, you can buy the best sau- Stress is nowhere in Germany sages, made from happy animals, at Her- mannsdorfer (Frauenstraße 6), a family to be seen, despite butcher’s business that is a leader in sus- the city’s reputation tainable farming. “People in Munich really care about their environment – many of for attracting them grew up in the surrounding country- hard-working people. side and they are aware of nature’s beauty,” says Karl Schweisfurth, the Hermannsdor- fer founder’s son, who is currently running crement per year, the plant saves the city the business. more than 190 tons of CO2 annually. The At the Isar riverbank, we find Munich’s Munich City Utilities company SWM has recently renaturalized city river, one of the vowed that by 2025, 100 percent of Mu- major inner city green projects in recent nich’s electricity will be produced with years. It took seven years and over €35 mil- green technology. That means enough elec- lion euros to free the once-dirty river from a tricity to power all the city’s households and corset of concrete and turn it into the free- the entire public transportation system.

Hotel Bayerischer Hof

Among Munich’s family-run businesses, it doesn’t get much more grand and luxurious than the Hotel Bayerischer Hof. Guests are offered extravagant comfort and faultless hospitality, seamlessly combined under the renowned Volkhardt name. In their words: “hospitality has a long tradition with us.”

The hotel has been part of the Volkhardt family since 1897, passed down from generation to generation, and now in the very capable hands of Owner and CEO, Innegrit Volkhardt. European University is proud to count Innegrit as one of its King Fellows and delighted to continue the tradition of holding its annual Munich commencement ceremony in this opu- lent setting.

The Bayerischer Hof Hotel, one of the Leading Hotels of the World, offers everything one would expect from a luxury city- central hotel. There are restaurants and bars to choose from, as well as an array of entertainment options, boutiques and an expansive spa in which to utterly unwind. Add to this the family touch, and you simply can’t go wrong.

Follow the wishes of the Volkhardt family and “feel at home”. www.bayerischerhof.de

ISSUE I | ON MAGAZINE | 43 ON THE MAP Munich

Auf wiedersehen! Even just a quick overview of the city gives you an idea of why European University chose Munich to establish its fourth main campus. In the Bavarian capital, economic power and eco-friendly architecture combine with laptops, lederhosen, family-rooted ethics and a dedication to sustainability. It’s the perfect location for students who want to be surround- ed by both tradition and modernity in the world of business and is certainly a city to watch.

EU MUNICH FACTS 1992 was the year of foundation, with only 20 students Undergraduate & Graduate The Munich campus offers all EU programs Academic Dean Sascha Liebhardt Location Theresienhöhe 28, 80339 Munich Notable alumni Guest speakers have included:

Oliver Haarman, Dr. R. Seetharaman, Thomas Caric, Co-founder of KKR CEO of Doha Bank Head of Windows and Office Category and Searchlight – Marketing, Microsoft Capital Partners Johannes Seibert, - Head of Marketing BMW Germany Yves Leterme, Johannes Stuck, Former Prime Minister of Belgium GT race car driver & Deputy Secretary General of OECD – Ayodeji Akanbi, Technical Director, Busicon Group

44 | ON MAGAZINE | ISSUE I ON THE MAP Munich

Each year, EU holds an alumni event ALUMNI EVENT at Oktoberfest, where guests catch up with old friends and enjoy a mug or OKTOBERFEST two of strong German lager. 6.9 million liters of high-octane beer brewed

Beer is served in the Maß, a huge mug that contains 1 litre

The guests ate 116 oxen and 57 calves

63,000 Security guards confiscated a total of 63,000 empty beer glasses that visitors had tried to smuggle out of the tents as free souvenirs 310,000 The festival grounds on Theresienwiese cover 31 hectares 4,500 items handed in to the lost property office included:

950 identity cards – 480 mobile phones – 400 sets of keys – two wedding rings – a hearing aid Check out the – EU Oktoberfest two French horns video capturing this QR code

ISSUE I | ON MAGAZINE | 45 MicRO- manag ing The Family Business Frenemy

Micromanagement can be a potential problem in family businesses, sometimes pos- ing challenges for non-family employees. Well-defined strategies and procedures can help managers avoid becoming micromanagers.

46 | ON MAGAZINE | ISSUE I ON FAMILY BUSINESS Micromanaging

common plague for business So, are you micromanaging your employees? Ask yourself: owners and managers is a little thing known as micromanaging, or, as employees often 1. Do you constantly ask your employees for updates because Arefer to it, “my control freak boss.” It is a common management style, especially in you “just want to know?” family businesses, although it is definitely not – the most effective way to motivate employees. 2. Do projects often fall behind while staff is waiting for your The Greater Washington DC Family feedback or approval? Business Alliance, an organization dedi- – cated to providing a central hub for fam- 3. Do you often redo or take over employee projects? ily businesses in the DC area, confirms, “Micromanagers may have the best of in- – tentions. They may simply be focused on 4. Do you believe you could do a better job protecting the business from mistakes [but] on most tasks than your employees? micromanagement fosters employee indifference and dependency, the result of which is decreased productivity, low morale [and If you answered yes to two or more of these a high number of employee resignations].” questions you may be an unaware micro- Ron Fedderson, from Atticus Man- manager. So, how can you counteract your agement, a family business consult- micromanaging tendencies? ing firm in Canada notes, “Rather than improving the business… microman- First, take a step back and reflect. As a managing commonly leads to other mis- ager, you have more important things to do takes which ultimately limit the com- than overseeing every employee’s work. Re- pany’s ability to reach its potential.” focus your energy and prioritize those high- value, high-risk areas of your business that demand your involvement. 60% of employees who are micromanaged want to leave their jobs Before stepping into a project, be sure to ask… “Micromanagers may am I the only person who can complete this? Only 10% of a manager’s job should be have the best of inten- If the answer is no, then do you really need to get involved? Here are a few other steps to done in a micromanaged way tions. They may counteract your predisposition: Detrimental effects of micromanagement simply be focused 1. Quality recruitment. When hiring em- can extend beyond the office on protecting the busi- ployees, be sure to choose capable people for your organization. There is a documented correlation be- ness from mistakes tween stressed employees and rising heart disease numbers [but] micromanage- 2. Provide adequate training. Job train- ment fosters ing can prevent many errors as it allows employees to better understand expectations employee indifference and tasks for their position. and dependency...” 3. Don’t worry about “the how.” Give employees clear instructions of “what” you want accomplished and let them figure out Still not a believer? The Harvard Busi- the rest. ness Review case study: The Micromanager might change your mind; it says that mi- 4. Get rid of bottlenecks. By seeking ap- cromanaging is common in family busi- proval on every task you are ultimately re- nesses in part because most families have ducing your employees’ efficiency. It can issues trusting anyone outside the fam- also create added stress on their workload ily circle along with an intrinsic fear that because they are now responsible for track- most employees don’t understand the ing and remembering what has or has not family’s vision. been approved. Give them some freedom to make decisions on their own and you will see better results. ON

ISSUE I | ON MAGAZINE | 47 Family BusI- A nesSes: Lesson in Balance

Family business expert and author, John L. Ward, says that “Keeping a family business alive is perhaps the toughest management job on earth.” ON takes a look at the peaks and pitfalls of owning, running and working for a family business; from surviving recessions and retaining staff to navigating family politics and overcoming power struggles.

48 | ON MAGAZINE | ISSUE I ON FAMILY BUSINESS A Lesson in Balance

anaging and running a busi- they will always keep some money stored away ly agreed that family businesses make more ness is a very challenging for times of financial difficulty; money which of an effort to retain staff members, with 77 process. Family politics can other entrepreneurs would quickly invest. percent of those questioned in a PwC survey be problematic; hard to ma- In the case of successors, the main goal believing that family businesses feel a great- Mneuver and sometimes even survive. The two when running their inherited family busi- er responsibility to create jobs and keep staff institutions of business and family can be com- ness is to “keep a good thing going.” In oth- members, through both the highs and the plex on their own; adding them together mul- er words, they are not willing to take big risks lows experienced by every business. tiplies complications. Families must strike a that would jeopardize that which previous While financial solvency and trust sing delicate balance between the business and the generations have built and maintained. family business praises, there are also poten- family in order for both to thrive. These principles are reflected in a study tial problems that can arise from such a setup. By definition, a family business requires conducted by Credit Suisse in September Allocation of power, positions, responsibili- at least two members of the management team 2012, which stated that in the preceding year, ties and tasks are some of the most notable to be from the owning family. But a family 60 percent of family enterprises grew by five causes of such disagreements. In addition, business is so much more complex than just a differences between personal ambition and combination of membership and ownership. business goals; the hiring and firing of non- It also denotes entrepreneurship, a cohesive family members; and decisions regarding the vision and a union of business and life. Family-run businesses direction of the company can be the logis- The term “family business” tends to tical nightmares that bring an end to most have a rather small scale connotation, when are an integral part of family businesses. in all actuality; family-run businesses are an the world economy. integral part of the world economy, currently Walking the Line comprising 30 percent of all companies with percent or more, with one in 10 recording a How can common causes of collapse be sales of over $1 billion. In the U.S. alone, 90 growth of over 15 percent. European listed avoided? A structured communication pro- percent of businesses are either owned or con- businesses, in comparison, recorded a one per- cess should be devised and followed from the trolled by families; they account for 50 percent cent fall in revenues. It is historically popular company’s conception, and guidelines regard- of the nation’s employment and are respon- for family businesses to thrive during econom- ing the business’ structure, recruitment of ex- sible for half of the country’s Gross National ic recessions such as the one we are experi- ternal employees and treatment of such col- Product. In the U.K., family firms produce encing today; in fact, the Kennedy, Rothschild leagues put into place. Mission statements, a quarter of the country’s GDP, £1.1 trillion and Rockefeller families all dramatically in- goals, responsibilities and day-to-day tasks in revenues per year, and employ 9.2 million creased their fortunes during the Great De- should be clarified from the founding, or as people, equating to two of every five private pression. soon as succession becomes an option. There sector jobs. The facts are quite impressive; but The monetary benefits to family busi- should be a structured process designed to how do family businesses compare to organi- nesses don’t just come during times of eco- ensure that every member of the family is zations without bloodlines, and what makes nomic woe. According to Harvard Business them different? Review’s article, “What You Can Learn from Family Business”, between 1997 and 2009, Slow and Steady Wins the Race family businesses showed a higher average Family businesses In contrast to their competitors, family busi- long-term financial performance than non- carry numerous nesses are defined by consistency and their family businesses. This is why family-con- desire to survive in the long-term, rather than trolled enterprises are often emulated by oth- intangible rewards. to just make a quick buck. Family-led enter- er organizations who want an equal level of prises often don’t see very high profits during success; international corporations Essilor and aware of their role(s), responsibilities and fu- periods of economic stability; however, they Johnson & Johnson are two such companies ture path within the organization. A neutral, also tend to suffer less during recessions. employing this strategy. external contributor can be of great help in Qualities like frugality and an aversion this process and can help ensure the compa- to unnecessary risks contribute to the suc- In Family we Trust ny’s future success. cess during economic dips; some experts Beyond financial profits, family businesses al- Entrepreneur magazine’s “10 Tips for attribute this phenomenon to the familial so carry numerous intangible rewards. Em- Working with Family Members” article says obligations felt by those making decisions. ployees working within non-family business- that there should be a well-divided line sepa- Family members in charge of an enterprise es sometimes work for years attempting to rating work and personal relationships. Inter- generally feel a heightened responsibility build a trusting, working relationship with action between family members takes place to succeed, due to dependency from other colleagues. In a family business, this is not a both at home and in the office, and depend- family members and often, an inextricable problem, as trust and family are inextricably ing on the setting and situation, the behavior link between the company and the family’s linked and often embedded in the company of each individual should alter accordingly. personal life and solvency. culture. In a recent U.K. poll conducted by For example, a sibling who is in a more se- For founders who are parents, it is more Shulmans LLP, 70 percent of respondents nior position than another at work should not important to secure a future for their children cited trust as a reason for starting a business automatically assume higher status within the than to live in the lap of luxury, and as such, with a family member. In addition, it is wide- family unit.

ISSUE I | ON MAGAZINE | 49 ON FAMILY BUSINESS A Lesson in Balance

Important Family Businesses in Europe Personal feelings, whether positive or nega- detailed plan in order to avoid disagreements, (Amounts in billions) tive, should never enter the equation in a pro- misunderstandings and potential problems. fessional capacity, and methods used to deal If succession occurs while successors with problems at home and at work should are already part of the business, contribu- Piëch Family differ. Family members may be reluctant to tions from all family members enable those Germany criticize or discipline fellow family members involved to share strengths, weaknesses, opin- €159.34 in the workplace, or alternatively may be in- ions and ideas, thereby ensuring that the clined to treat them as they do at home. Draw- family benefits from each member’s knowl- ing a well-defined line between profession- edge and point of view. If business direction al and personal relationships is vital to the is to remain consistent throughout gener- Agnelli Family maintenance and success of a business. At ations, steps must be taken to ensure that Italy work, family members should be treated as all parties involved understand such direc- €83.86 colleagues rather than as relatives. tion and are in accordance, so that an ap- propriate strategy can be put into place. Passing the Baton Future leaders should be trained and pre- Quandt Family The allocation of responsibility in succession pared for taking over the business to avoid Germany is another issue that can jeopardize the suc- the company becoming one of the 70 per- €68.85 cess of a family-led business beyond the first cent of businesses that do not survive into generation. According to The Family Busi- the second generation. ness Institute, 70% of family businesses fail No two families are the same, so the during the transition into the second genera- dynamics of family businesses in general Albrecht Family tion. The question is, how can an enterprise can’t be packaged into a neat case study or Germany overcome such negative odds? text book chapter. This is part of the reason €56.00 why EU has dedicated a whole undergraduate degree to families in business. Like non-family companies, family busi- Mulliez Family Succession is an issue nesses have both their positive and negative France often overlooked by points. At face value, the negative aspects €44.37 stand out: the complexity, complications and family businesses, de- inevitable fusion of personal and profession spite its evident im- Oeri/Hoffman Family portance. Switzerland €35.37 In order to successfully transfer ownership to 70% of the next generation, both planning and orga- family business- Arnault Family nization are vital. Many businesses neglect to es fail during the recognize the importance of such strategizing. transition to the France 2nd generation €23.66 In a recent PwC survey of 2,000 family businesses, 41 percent of respondents confirmed that they would pass on ownership and management to the next generation of their family; Kamprad Family although over half were skeptical of the future Sweden leader’s ability. With this in mind, a quarter of al relationships. However, despite its diffi- €25.17 the 2,000 respondents stated that they would culties, being part of a family business is im- bring in external management and 17 per- mensely rewarding. Each individual enjoys cent intended to sell or float the business, the rare privilege of working within a network citing lack of skills in the next generation as of stability, trust and understanding; quali- Bettencourt Family a deciding factor for this decision. Another ties that are invaluable in the business world. France 12 percent remained undecided. Even today, family figureheads and en- €20.34 Succession is an issue often overlooked trepreneurs are registering their businesses, by family businesses, despite its evident im- copywriting their trademarks and patenting portance. PwC believes that many family-run their inventions. They, and their family busi- Hayek Family enterprises underestimate the effects succes- ness predecessors before them, all share a Switzerland sion can have and the resulting impact suf- common dream: that one day, their last name €5.62 fered by the business itself. Experts advise will stand alone as a symbol of success, unity planning ahead, understanding the prob- and, of course, family. Source: CampdenFB 2011 lems that may arise and putting together a ON

50 | ON MAGAZINE | ISSUE I ON FAMILY BUSINESS EU’s New Degree

n the fall of 2013, EU will launch its new Bachelor of Arts in Family Business Management. This brand new and innovative curriculum fo- Icuses on giving students traditional business knowledge, in addition to the family- oriented skills needed in order to succeed as a family business. “There are currently few institutions that specialize in Family Business Man- agement, none of which are in Europe,” said Luc Craen, Managing Director for EU Switzerland, “and with such unique needs, it is crucial that the second and third generations of a family business are BA IN FAMILY BUSINESS MANAGEMENT properly equipped to handle family business needs.” The Family Business Institute, a professional service firm dedicated to serving the needs of and providing information about the world of family businesses, notes, “[roughly] 30% of family businesses continue into the second generation, 12% are still viable into the third generation and only about 3% of all family businesses op- erate [past] the fourth generation.” Sixty-five percent of EU students take their EU education back to family firms. As this average has been consistent among students across all campuses for the past few years, the university considered that it had both the audience and the experience to launch a program of this kind. Those who come from and plan to work in a family business will need a particular set of skills in addition to traditional business knowledge, including family EU business dynamics; ownership and succession planning; risk management; and family finance. LAUNCHES “One of the biggest issues surrounding family businesses is succession planning,” according to European University Munich Academic Dean Sascha Liebhardt. “The curriculum for this degree program puts an BACHELOR OF arts emphasis on the business skills needed for day-to-day activities, and more specifically, the needs that are particular to family businesses, including succession planning, gov- ernance and family business dynamics.” IN FAMILY BUSINESS The program takes six semesters to complete, with the first intake for the degree beginning in October, 2013. MANAGEMENT ON

ISSUE I | ON MAGAZINE | 51 CUIT BAR&LOUNGE

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Pau Claris, 122 08009 Barcelona t: +34 932 72 38 10 f: +34 932 72 38 11 www.renaissancebarcelonahotel.com ONPEOPLE

THE STUCK FAMILY talks speed, success & studying

Stuck family racing legend Hans-Joachim and his sons, Johannes and into the world of racing, how they slow down when they’re not on the Ferdinand, also drivers and current EU students, give us an insight race track and the inspirations that drive them.

ISSUE I | ON MAGAZINE | 53 ON PEOPLE The Stuck Family

Hans-Joachim, Johannes & Ferdinand Stuck A Family in the Fast Lane Three generation of fast cars, gasoline infections and punctuality.

You showed up ten minutes early for the with my sons who follow our tradition. H-J: I totally agree. The sheer speed is real- interview. ly not the priority. A Formula 1 car goes up J: I guess we are very much focused on nev- What is the best thing about velocity? to 330 kilometers per hour. An Aston Mar- er arriving last... J: Funnily enough, going fast is not really tin could go just as fast on the German high- fascinating. way. The key is: keeping control over your car. Hans-Joachim Stuck, you have been Ger- man touring car champion several times You’ve got to be kidding me: you are How can you keep control when you go and won the 24-hour race at Le Mans a race driver and tell me speed is not more than 300 kilometers per hour? twice. Your sons are also very successful important? H-J: All a matter of practice and concentra- drivers. Would you agree that the Stucks J: You get used to it and it loses its magic. What tion. My speed record is 407 kilometers per are Europe’s fastest family? amazes me is: you have a car – a highly-engi- hour, at Le Mans. At this speed you do not see H-J: We have a passion for fast cars, racing, neered piece of technology – and you try to the strips on the road anymore – it all appears so I guess it’s true. My grandfather was a race take it to the limit. Finding this limit, testing like one single line. And keeping control under driver, I am a race driver and now I sit here it and trying to control it; that is the power. such circumstances requires a lot – because

54 | ON MAGAZINE | ISSUE I BY TILL KRAUSE ON PEOPLE The Stuck Family everything counts: temperature makes a dif- H-J: Which is great because we live in fast- ference; amount of wear on your tires and paced times. We can cope with them. so on. Speed really is not such a big deal. J: Did you know that the speedometer is the Johannes and Ferdinand - you are both smallest scale on a racecar’s dashboard? studying business at EU. What have you learned as race drivers that helps you in What is the biggest scale in a racecar the business world? then? F: There are many parallels: for example, as a J: Everything that shows parameters that in- public figure, you must perform at a high lev- dicate damage: oil temperature, gear tempera- el and in front of an audience. International ture, rev sensor, things like that. Those are the experience and presentation skills matter in facts you really need to know. Speed is only both worlds. the result of a well-working car, its technolo- J: I learned how to understand the underly- gy and, most of all, the driver. ing economic mechanisms of everything. Rac- Großvati Hans Stuck ing is more than just driving the fastest car. It The Stuck family legacy began with What do you like most about car racing? is about finding a sponsor, getting publicity, Groβvati Hans Stuck (1900 – 1978). F: It becomes part of your life. I really feel it meeting the right people. I enjoy all of it. Mo- Born in Warsaw, Poland on December after the winter break, when I have not been in torsport is a very expensive world. You need 27, 1900, he enjoyed great success in a car for a couple of months. I really miss the powerful partners. Grand Prix motor racing for Auto Union feeling of acceleration. It is in my blood I guess. during the 1930s, the era of the “Silver H-J: Yeah, we have something like a gasoline What can a good manager learn from a Arrows”. Hans is also remembered for infection in our family! race driver? his impressive hill climbing achieve- J: How to be a great leader. As a driver, you ments, which earned him the nickname I really like that term. So where does are in the spotlight; all eyes are on you… “Bergkönig”, “King of the Mountains”. the Stuck family’s gasoline infection F: …even though the mechanics do a great come from? job, which is just as important! H-J: I remember riding cars with my grand- J: That’s right – and you need to motivate father when I was eight years old. He would your team, this is crucial to success. You learn stop the engine and let me take control of the about structure, teamwork and coping with steering wheel when he was driving downhill. difficult circumstances. It’s a perfect sport for It was a big deal for me! The feeling of being managers actually. responsible for such a great car – I will never forget this. I guess this got me started. Any problems leaving the sport behind J: My fascination really came when you, dad, when driving your normal cars through competed in your Porsche against a McLar- normal city traffic? en, I think it was in 1996, I was ten years old. F: We don’t get more tickets for speeding than It was the first time that I really understood other people, if that’s what you mean... what was going on: the technology behind it, H-J: Maybe we even have a lower risk of driv- Hans Stuck (1936) Auto Union Type C the philosophy of the drivers, all that. There ing recklessly in normal traffic. is a lot of perfection involved. F: For me it’s making very fast decisions. There Why? just isn’t time to think about things. H-J: Because we have the opportunity to fulfill our need for speed on the racetrack. When Is this something that helps you outside I drive my normal car, I am very relaxed. the cockpit as well? ON F: Definitely. I once had my reaction time tested in a standardized test. It was a fraction of the average. I guess we are trained to think Hans-Joachim Stuck (1976) BMW 3.0 CSL really fast about things. J: I once read a great book that was all about decision-making. There are rational decisions and emotional decisions. Emotions are often driven by instinct, something rooted deeply in our system. And often they are just a faster way to get to a rational decision. I guess as race drivers we are trained to take advantage of that. We do not always have time to think everything through. We come up with a solution very fast. Ferdinand & Johannes Stuck (2011) Lamborghini Gallardo LP560 GT3

ISSUE I | ON MAGAZINE | 55 ON PEOPLE Peter Brabeck-Letmathe PETER BRABECK- Letmathe Nestlé Board President Sees Murky Future for Water

President of the Board of Nestlé and proud father of EU Alumnus Nicolas, Peter Brabeck-Letmathe, talks to De Standaard columnist Mia Doornaert about water, his concerns for its future and what he and the Water Resource Group plan to do about it.

56 | ON MAGAZINE | ISSUE I BY MIA DOORNAERT ON PEOPLE Peter Brabeck-Letmathe

eter Brabeck-Letmathe excuses If we use up 10 percent more water Some important NGOs say water is a himself briefly during our inter- than the earth can sustain, were does human right, not a matter for profit. view. His assistant tells him that that water come from? What is your answer to that? Ban Ki-moon is on the line. The The answer is very simple: we get part of Of course water is a human right, the five litres PGeneral Secretary of the United Nations and it from our environment. We are drying of water a person needs for hydration, and the the President of the Board of Nestlé share a out the lakes; we are drying out the riv- 25 litres needed for minimum hygiene. That’s pressing concern, the conservation of the most ers. Five of the biggest rivers don’t bring a human right. And every government should vital resource of our planet: water. water to the sea anymore because they ensure that everybody has access to that. But Peter Brabeck-Letmathe is sounding the are drying out. And the other part we are this water accounts for one-and-a-half percent alarm bell: “We will run out of water before taking from the aquifers, the geologic for- of the water that humans are using. we run out of oil”. Everybody worries about mations where groundwater is stored and What I am saying is, washing my car, fill- the exhaustion of world fossil fuel resources. which were created hundreds of thousands ing up my swimming pool, watering the golf But urgent attention is needed for the deple- or millions of years ago, exactly like oil. course, are they human rights? I don’t think tion of a much more vital resource, he says. so. As long as you are not willing to put a price “We are using 10 percent more water than on this water, it’s going to be used in the most what is sustainable in the long term.” irresponsible manner. “Washing my How did you come to be concerned with Is it counterproductive to say water the issue of the future availability of wa- car, filling up my should be free? ter on our planet? swimming pool, Of course. Anything that is free is not going Nestlé was celebrating its 140th anniversary to be efficiently used. You have to give water a and I [began to think] about what the world watering the golf value. If we use water more efficiently, we can will look like when we celebrate our 280th an- course, are they feed and sustain ten or eleven billion people. niversary and what issues we should address But first we have to completely change the today to make sure that there will be a 280th human rights? way we use it. About 70 percent of water is anniversary. I came down to only one urgent, I don’t think so.” used in agriculture. If we all had the efficien- vital issue: water. It is very simple, without wa- cy of a country like Israel in agricultural us- ter there would be no life. age of water, we would not have a problem. On your blog, you describe the problem It seems like an unexpected conclusion to eloquently and strikingly: “Because it is How do you explain the little attention come to at a time when everybody was, more gradual than hurricanes or volca- the seemingly urgent situation receives and still is, talking about global warming nic eruptions, fires or floods, yet harder from NGOs, press, media? and climate change? to escape than local drought and hun- I just talked to UN General Secretary Ban Ki- Yes indeed, and it took me some time to get ger, the risk posed by water scarcity is moon and he will make water a major issue. there. When I first started thinking about the complex, silent, invisible and global.” We have the World Water Day, which helps water situation, I thought there might not be How can you break through the silence raise awareness. We have more governments a problem because nobody seemed concerned and invisibility of this long-term threat that are willing to work with us, and we have about it. Everybody was talking about CO2. to our planet? really capabilities to work with them, to pro- We are already using substantially more We’ve come a long way since we started. vide them with advice, people and training. So, water than is sustainable. If we’re already us- We’ve attracted more and more people who the awareness of the problem is really growing. ing 10 percent more water than we should are knowledgeable about the issue. We be- be, getting Nestlé to 280 years is not going came a hundred and established ourselves You’ve established a successful career in to happen. as the Water Resource Group in the World the business world. What would be your Economic Forum. We then integrated de- advice to MBA graduates starting out How did you manage to draw attention velopment agencies, from Switzerland, on a career? to this underreported issue? Sweden and Korea. We also have the In- Whatever you do, do what you really want I’m on the foundation board of the ter-American, African and Asian develop- to do. Otherwise, you will have a frustrated World Economic Forum. I asked our ment banks, as well as the World Bank, and life. We all have to get up in the morning. It founder whether I could talk about wa- a member of the World Bank Group, the makes a great difference whether you get up ter one day in Davos. There were only 10 International Finance Corporation (IFC) to do something which really inspires you, or of us in the room, but we were 10 peo- on board. We already work with five gov- if you get up simply to earn money to spend ple who knew about water. There were ernments on pilot projects, and this year afterwards in your free time. representatives from the World Bank, we are going to expand into another three. If you do what you like to do, you will do a few NGOs, and then two other large So what we are doing now is bring- it better than those whose hearts aren’t in it. companies. The outcome was loud and ing all the know-how that we have, all the And if you are doing it better, management clear: we might have global warming possible solutions we have worked out, and will notice that. In short, do your work well in a hundred years, but we are running working with governments to establish na- and others will take care of your career. out of water now. From there, we went tional water plans which try to re-equili- on to create the Water Resource Group. brate the water demand and the supply. Read the full article on our blog. ON

ISSUE I | ON MAGAZINE | 57 ON PEOPLE Alfredo Tripaldella ALFREDO TRIPALDELLA A Great Catch

Alumnus Alfredo Tripaldella graduated from EU in 2008. He and his brother Marco now own and run his family’s wholesale gourmet fish business along with their mother Gertraud. Alfred speaks to ON and lets us in on the secrets of good fish.

You work in your family’s prawns – there is a quality avail- So when you were a student Fish Consumption per Capita business, Moby Dick, Mu- able that most Germans have at EU – did you always have (Kg/Capita/Year) nich’s best wholesale gour- never tasted because they are to bring fish to parties? met fish vendor. What is the not willing to pay the price for it. Not really – I remember one secret of amazing fish? time in high school, we had a That’s simple: it is all about What is the difference be- potluck dinner. I brought a sea- freshness and where the fish tween a normal prawn that food salad with great ingredi- comes from. you would eat here and those ents. Guess what happened? top-quality prawns that you Where do you get your fish? just mentioned? Nobody wanted to eat it? 61.5 Portugal From all over the world; Greece, Again: where they come from Right. Can you believe it? Even France, Italy, India, Bangladesh, and how they are produced. today, when I bring really good everywhere. My father’s family The cheap ones all come from shrimp for a barbecue, people is Italian, so I am there quite of- aquacultures. Often there are look at me like I am not from ten. I always make sure to pass 1,000 prawns per square meter. this world. They would rather by and see our suppliers, most No space at all. The most ex- have a sausage. of whom we’ve worked with for pensive ones come from aqua- over 35 years. cultures too, but have the same What should people know Spain 43.2 space for three prawns. about fish? The fish you sell is world- It is healthy – people know this, class; you deliver to Michelin So a bit like free-range but they are reluctant to try. Finland 36.7 star restaurants. Is Germany chicken versus mass-pro- Always eat fresh – most peo- France 33.8 France duced ALDI-crap? ple have had a bad experience a good country for great fish? 32.0 Sweden Yes and no. Interest is growing. Right. The thing is: to produce with fish, and that is because Yet the niche for the very best such quality, you need to invest. the fish was old. I mean, if you and most expensive fish is rath- Top-level prawns like black ti- go to a really cheap sushi res- er small. There is stuff we offer ger prawns cost three times as taurant, what do you expect? 25.0 Italy in other places that we can bare- much, at least. If you want to discover a new 22.1 Europe UK 21.1 ly sell here. kind of fish, you should eat it What is your favorite fish? at a good restaurant first, be- 18.4 World

Why? The devilfish. You can serve it cause they know how to pre- Germany 15.3 Quality has its price but people to anyone, no fish bones, great pare it. It’s not the fish’s fault; don’t buy it; even patrons of the taste, big fish. If you see it fresh, it’s how it is treated that makes best restaurants. It’s strange, be- it doesn’t look as appetizing as the difference. cause in France or Italy, such a salmon, but it’s much better. ON fish is available in major su- permarkets. Take shellfish and

Source: Fishery and Aquaculture Statistics 2010

58 | ON MAGAZINE | ISSUE I BY TILL KRAUSE ON PEOPLE Peter von Forstner

Peter von Forstner graduated from European University’s Munich campus in 2010. He is now actively working in and running his family’s business, Häusler Automobiles, founded by his grandfather and where his father still works. He chats to ON about taking over the family business, what makes family companies different and talking shop (or trying not to) with his relatives. Peter von Forstner Following in Family Footsteps

EU students take jobs everywhere – but you decided to work There must be a lot of trust to say: here is the full responsibility, in your family’s business. How come? it is your business now; make it grow. Every family is different. It was not planned, but I am quite happy that it happened; we are in the car selling and real estate businesses. Did you ever face such a conflict – where your dad made a decision that you did not agree with? What makes a family business different to another job? Not yet. He is still working quite actively in the business, and we There is a different level of trust when you deal with your fam- are working in different branches. We have fifteen branches. I am ily. Plus, you are working for yourself. That is great motivation! in charge of one of them. We are not sitting together every day and making decisions in the same room. How did your parents react when you told them that you wanted to take over the business? Is a family business different? They were really happy. I have a sister too, but she has chosen As a consumer you might not see the difference straight away – a different career, which is totally fine. But when my parents but there are things that are quite different. You are much more learned that I wanted to support the family business, they were socially oriented, because you have the feeling that the people glad. My parents took over the firm from my grandparents, so it who work for you are really your employees and you have known is third-generation now. them for many years. You really feel responsible for them. And you are more risk averse. So when your family gets together for a celebration – do you talk about business? Why? We have the rule that when we meet outside the office, we do Well, mostly because you are dealing with your own money. And not talk about the company. Or at least: not a lot. There has you do not need to fulfill short-term expectations by shareholders. to be a stop. You can grow slowly, but substantially; it’s oriented toward longevity and not just profit. There is much more than that. I know it is still early to ask – but if you have kids someday, do you want them to take over the business too? Can a university be more like a family? Still pretty far away, but yeah, there are thoughts in that direction. Yes. There were 25 people in my class, very different from public uni- It would be great to hand your life’s work over to your children. versities. I can compare it, because I know both systems. EU definite- I imagine it to be not so easy actually, to let go and give it away. ly has more of a family vibe. ON

BY TILL KRAUSE ISSUE I | ON MAGAZINE | 59

ON PEOPLE Constantin Hemmerle Constantin Hemmerle A Cut Above The Rest Constantin Hemmerle graduated from European University in 2010 and is now part of his family’s world-renowned jewelry business. He chats to us about the cost of diamonds, the importance of gold and what it’s like working with royalty.

So are diamonds a man’s best friend then? Haha, I guess that could be true; just kidding. I do like to wear some decent jewelry myself.

What jewelry are you wearing? Cufflinks and a watch.

A watch? My friend recently told me that the watch on his wrist stopped running – and he did not notice it for a week because he never looked Delicious Jewels at his watch but at his phone Hemmerle (Author, Editor) to check the time. & Tamasin Day-Lewis (Author) I think that you cannot compare Prestel; 1st Edition (March 30, 2011) it. Sure, there are plenty of oth- 1.5 x 22.9 x 28.6 cm er ways to check the time – but a watch is so much more than just a The phrase “good enough to tool. It is a piece of superb crafts- eat” comes to life in Delicious You come from a family of jew- If I want to marry my girlfriend manship and style. Jewels. Hemmerle has col- elers. I want to talk about the and buy her an engagement laborated with chef Tamasin unwritten rules of jewelry. ring – how much must it cost? Your family has delivered jew- Day-Lewis to create this Go ahead. That is totally up to you. There is elry to kings and queens – what colorful new book in which this small legend that she should has changed since then? photographs of stunning Gold is the oldest form of jew- not say “yes” if the ring costs less We have always tried to stick to jewels sit alongside mouth- elry there is, why is still so im- than three months of your salary. It our family philosophy, creating watering recipes. Its main portant to people? is a total myth! I mean: it is about something of the highest qual- stars are exquisite gourmet It is just one of the world’s love after all, right? Who counts ity which is unique and fits the brooches and earrings from most powerful symbols. Sta- money when it comes to such an needs of each individual client. I the historic Hemmerle tus, wealth, power, they can all important question like: “Will you am a firm believer that the core jewelery company. This be expressed with gold. And marry me?” part of our business has stayed company’s name has been the price of gold is rising all the the same. synonymous with fine jewels time – because people invest in it. Is it fair to say that diamonds for over a century. Diamonds, are a girl’s best friend? What is the difference be- jade, sapphires and garnets Another classic. Sure, I guess that tween a royal customer and bring to life various vegetables, most women like diamonds. To a regular one? including peppers, cabbages say that diamonds are a girl’s There is not much of a difference and peas. These breathtaking best friend though is a bit ex- really. They both have something jewels are accompanied by treme. Most women I know pre- very important in common: al- easy-to-follow recipes inspired fer people as friends. The attitude though their social statuses may by the vegetables they mimic. of expressing yourself through be different, all jewelry custom- This jewelry catalogue meets material possession is noth- ers are looking for something ex- cookbook is a feast for ing particularly female. It can ceptional and unique. the eyes, the stomach and be a very masculine trait as well. ON the lapel.

BY TILL KRAUSE ISSUE I | ON MAGAZINE | 61 k

ON MY OPINION Liudmyla Feurstein

TEACHING EXCELLENCE: From Aptitude to Attitude and Back

Liudmyla Feurstein gives advice on being a better professor and motivating stu- Liudmyla Feurstein dents, via specialization, experimentation and encouragement. EU Professor

Liudmyla Feurstein is a part- recent discussion Experiment scription to industry journal(s) time professor at the Europe- on the service Students are no longer im- and regular news monitoring an University Munich campus. industry recruit- pressed by our PhD titles or on and offline (like The Econo- She completed her Master’s ment dilemma academic tenures. So how do mist, HBR and Big Think) help. degree at the University of Abrought to life the idea that we prove our credibility? Run- Cambridge (UK) and her oth- companies must often choose ning a successful business or Encourage er undergraduate and gradu- between aptitude and attitude, earning enough to elicit the If a student is being disrup- ate degrees at Alfred Nobel or polite inefficiency vs. impo- recommended power distance tive in the classroom, there is University (Ukraine), Copen- lite efficiency of new employees. undoubtedly elevates lecturers’ usually a reason. They are ei- hagen Business School (Den- This very same dilemma also status greatly, but unfortunate- ther not interested, don’t get it mark) and European Business exists in education. Professors ly, this cannot be established or don’t respect you as a lectur- School (UK). who edit encyclopedias exem- immediately. One solution is er. Although this thought hurts Feurstein has written for over to develop a diverse portfolio. the ego, lecturers should accept 20 publications, most are Participate in courses outside that the classroom is their place peer-reviewed journals over- your specialty or make a com- of work and their students’ in- seen by the Ministry of Educa- “Students will mitment to lifelong learning. terest and attention are both re- tion and Science of Ukraine. My broad experience, from In- quirements for career success. She worked for Danone and appreciate your ternational Economics to Si- Trying to achieve this through also as Director of Internation- efforts to diver- multaneous Interpretation, aggression or strictness may al Development for Alfred No- makes it difficult for students work short term, but trying to bel University. sify.” to catch me off guard, and of- understand your students’ mo- ten the questions I get in the tivations and extending a hu- plify best research practices and Service Management course man hand goes much further. appear ubiquitously with prom- are related to Accounting Prin- It is impossible to make class- inent academic publishers but ciples, Research Methods, etc. es fun all the time, but you can sometimes lack the necessary Embracing the concept of busi- encourage them to ask more skill to pass on that precious- ness as a whole as opposed to questions by thanking those ly accumulated knowledge. To specializing in one narrow field who participate and mention- this, I offer some basic sugges- of study is essential. ing why it was a good inqui- tions for excelling at teaching: ry or insight. Motivate them Learn to educate by integrating topics they like Specialize It is amazing how many re- (e.g. social media, relationships, At business schools and uni- nowned academics do not con- money, psychology, etc.) into versities, the faculty is normal- cern themselves with presenta- the lectures and help them to ly allocated by distinct areas; tion skills. Variety is key; don’t feel good in the classroom. Pas- this pays off in terms of profi- use PowerPoint exclusively, try sion is contagious, and a class- ciency development as well as Prezi, SlideRocket, video in- room where students can feel economy-of-scale benefits. Al- serts or unconventional visu- this from their professor only so, keeping abreast of one’s des- alizations. Students appreciate ignites added curiosity. ignated subject can trigger the your efforts to diversify. Provide spillover effect should you take them with cool and fresh exam- a course beyond your specialty. ples whenever you can: a sub-

62 | ON MAGAZINE | ISSUE I k

ON MY OPINION Bernie Martin

Learning to Learn: THE IMPORTANCE OF UNCONVENTIONAL LEARNING

Bernie Martin tells us about his experience teaching English to children, and Bernie Martin how unorthodox methods can often be the most effective. EU Professor

Over the years Bernie Martin ’ve been teaching Eng- then taste and smell the rubber. has taught thousands of stu- lish for 35 years, and in The baby now has a picture in her dents. He currently lives in Mu- all that time, the learning mind and has used all her senses “I had an old nich and lectures on business problems have mostly re- to create an association. cowboy hat and communication, team building Imained the same. The brain continues to pro- and academic writing at three Let’s look at early learning. cess all this information for the I told the chil- universities. Martin has taught Children start learning even be- entire day, even when the child dren that when I at many leading German com- fore they are born. I know this is asleep. By the time the child panies and also offers intensive because I have four children my- starts school she can speak her was wearing the business English seminars for self. My ex-wife and I had a rit- native language. Catastrophe! hat, I was not all levels. ual where we would play a cer- In most western countries tain tune every evening while this same child is instructed to able to speak sit down, be still and listen to a word of Ger- the teacher. Now she would only have the chance to utilize a few man.” “Max didn’t senses and in my opinion, the learning curve would shift from voice a complaint. She said that realize that he steep to almost flat. This is not she was paying €20 per month to was learning the way children should learn! have her son learn English and Here is a true story that that all they did during the les- by playing.” I would like to tell you to il- sons was play. lustrate my point (names have In response to her complaint, she was pregnant and when the been changed): I turned to her son and had the baby was born, I am convinced About 11 years ago my two following dialogue with him: that the baby recognized both youngest boys were attending a the music and our voices. kindergarten for children with “What’s your name?” Within the first five to six ADS, Down-syndrome etc. “My name is Max.” years, babies and small children The head teacher asked “And where do you live?” learn instinctively and quickly. me if I would teach the children “I live in Schongau.” When you consider that they don’t English twice a week. Driving “Max, what’s your favorite col- have another language to compare home, I started to curse myself or?” with, it’s even more amazing! for taking on such a hard task, “My favorite color is blue.” So how do they do this? for very little money, but as it “What are your hobbies?” They simply apply all their sens- turns out, we had a blast! “My hobbies are football and es to learning. I had an old cowboy hat swimming.” For example, when a parent and I told the children that when bounces a rubber ball to their ba- I was wearing the hat, I was not Max didn’t realize that he was by girl and says “ball”, she then able to speak a word of German. learning English by playing. sees the ball, hears the bounc- They believed me and we then I’ll never forget the look on his ing, stops it and repeats the word had lots of fun singing, dancing, mother’s face! “ball”. The baby then picks it up using flashcards and drawing. and feels its softness. Instinctive- After about three months, ly she might bite into the ball and a mother came in with her son to

ISSUE I | ON MAGAZINE | 63 ON MY OPINION Egon Zank

HOW TO SCORE TRADESHOW SUCCESS: A WELL-PREPARED AND COHESIVE TEAM IS KEY

Egon Zank likens tradeshows to world cups and discusses pre-event marketing, Egon Zank positive customer experiences, the advantages of overtime and working as a team. EU Professor

Egon Zank is a man of many henever I vis- to the sales advisor, has a spe- to leave their business cards in talents and is popularly known it important cific role to fulfil. A formal in- a bowl will not get you very far. as Zank the Tank among his tradeshows, troductory meeting which sets The better way to generate rele- students and friends. Zank has I can’t help clear goals aligns the team toward vant leads is to engage potential had an amazing career which Wbut think that local business- success and team-building ses- customers in conversation and to includes serving in the army es seem to struggle with their sions ensure members get to know build a relationship on the floor. and working with automobile performance. This is unfortu- each other and build trust. Also, To achieve this, booth members companies in Germany as a nate, since tradeshows are ex- in order to ensure tradeshow team should interact with each other moderator trainer, coach and cellent opportunities to gen- cohesion, temporary tradeshow and their customers in a fun and IHK instructor. He also finds erate spot sales and identify staff should be educated about the energetic way. time to lecture and mentor un- promising leads. I would like business they are representing, its As tradeshow numbers are dergraduate and graduate stu- to share some insights that can product range and services. large, it is important to divide dents at European University help boost any business’ trade- Location psychology is al- the team into promoters and Munich. Zank has a degree in show performance. so important to keep in mind. advisors in order to cover more Business Administration and So what is the key to mak- At the business headquarters ground. Promoters should fil- lives by the philosophy that ed- ing your tradeshow great? or store, the business-client re- ter prospective customers from ucation is done with a smile. One thing is clear, when you’re lationship begins immediately. the crowd by asking engaging investing several hundred thou- At a tradeshow, the process is questions that indicate wheth- sand (Euros, Yen, Dollars…) different; visitors flock from all er the individual is a potential in a tradeshow, you should get customer, a business partner, a return on your investment. or just curious about the brand. Tradeshows are a lot like world Just remember that you have ap- cup tournaments; both events proximately four seconds to en- are unique, costly, have stiff “Tradeshows gage someone that’s walking by. competition and require a lot are excellent Promoters must make quick de- of preparation in order to be cisions about what to do next. successful. opportunities Once a potential customer is First, let’s examine prepa- to generate spot correctly identified, they should ration. Prior to a world cup, the be elegantly handed off to the right players for the team need sales.” advisor, who will then cater to to be selected and trained. They the prospect’s individual needs must come together and establish sides and want to be informed and requirements. a common esprit de corps (team immediately. Yet, in some ways, spirit) which will enable them to it is a direct extension of your Get the right go the extra mile when the pres- own retail store or office, and people to seek you out sure mounts on the pitch. inviting people into your space About 70 percent of show attend- The same principle ap- should be a pleasant experience. ees plan out who they will vis- plies to the team at the busi- it before even walking through ness booth. They need to be Creating a great the tradeshow doors. This figure trained and prepared; particu- customer experience highlights the power – and impor- larly if they have never worked In 21st century marketing, ev- tance – of a pre-show outreach. together before. Every partici- erybody talks about being dif- Getting the right kind of traffic to pant, from the host of the fair ferent, but simply asking people your booth starts before the trade-

64 | ON MAGAZINE | ISSUE I ON MY OPINION Egon Zank

selves about your product or Practice makes perfect services. They should be able Remember that you only have “You want to to approach your product right four seconds to engage some- away. User-friendly iPads or one who is walking by. You squeeze all you tablets simulate the same in- want to squeeze all you can can out of this teraction. Put three or four on out of this precious little time. your stand and people will pick Successful football teams like precious little them up and immediately be- FC Barcelona train until their time.” come engaged. moves become second nature. Consequently, there is a no- Do not fear overtime table difference in elegance show opens and includes actions When a show is almost over, and precision between a high- such as e-mail marketing or cam- the crowds dwindle and energy performance team like Bar- paigns. Define who you want to drains, but the job is far from ça and other less-successful come to your booth and target over. At this point, somebody squads. Similarly, well-trained them specifically. You have to give who is really serious about pur- tradeshow teams will inter- your target audience a reason to chasing is walking around the nalize the vehicle’s benefits come and see you, based on your show floor because they know and quickly engage the visi- goals and objectives. they can spend more time with tors in a focused conversation the advisors when they are less aimed to inform and interest Entertain your visitors busy. If the staff looks like they them. For this approach, ex- and let them play are waiting for the minutes to perienced “advisor - promot- Author’s Note Customers in a tradeshow are tick by, serious customers will er - teams” are essential, as HGS offers fun learning expe- like kids in a candy store: they consider that this company is they will be the ambassadors riences in the form of training want to touch things. So let not serious about doing busi- of your business. and coaching to enhance em- them. Engage your tradeshow ness. Staying energized and In many ways, trade- ployees’ skills and form teams. audiences by offering touch engaged until the tradeshow is shows are like a football world If you want to learn more about screens and other gadgets. Vis- officially over (or even longer) cup. However, there is at least tradeshow training, please itors shouldn’t have to wait for proves to customers that this one positive exception. At a check our website: www.hgs- a demo or personal service; it is a business committed to the tradeshow, there can be more concept.com.cn and contact is much more efficient if there tradeshow – and to the business. than one winner. the Shanghai office. is a way they can inform them-

ISSUE I | ON MAGAZINE | 65 ON SCHEDULE

EU Events ON SCHEDULE External Events MAY JUNE JULY

Industrial visit to Reuge EU Munich Montreux Jazz Festival Switzerland Commencement Ceremony Montreux, Switzerland May 3 Munich, Germany July 3-18 June 1 Industrial visit to Nestlé 3rd Annual International Switzerland Graduate final exams Conference on Innovation May 5 (TBC) All Campuses and Entrepreneurship June 3-7 Singapore Industrial visit July 22 to Damm Old Factory EU Switzerland Barcelona, Spain Commencement Ceremony May 8 Montreux, Switzerland June 8 Industrial visit to Blancpain Switzerland Alumni networking event May 10 (TBC) at the Hilton Antwerp Hotel Antwerp, Belgium Undergraduate final exams June 10, 18:00 All Campuses May 13-17 Alumni networking event at the Sociëteit De Witte United Nations ‘The Koepelzaal’ International Day of Families Den Haag, The Netherlands May 15 June 11, 18:00

Alumni event at the Campden European Family InterContinental Hotel Business Awards 2013 Almaty, Kazakhstan Paris, France May 15, 19:00 June 11

Alumni event at The Future of Education the Radisson Hotel International Conference Astana, Kazakhstan Florence, Italy May 16, 19:00 June 13-14

Summer semester 1 begins EU Barcelona All Campuses Commencement Ceremony May 31 Barcelona, Spain June 15

2013 ACBSP Annual Conference Salt Lake City, Utah, U.S.A. June 21-24

66 | ON MAGAZINE | ISSUE I TheWatchesMagazine_Ad_230x297mm_01062012.ai 1 01.06.2012 10:27:28

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