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E-Bulletin September 2012 Swiss Ch Swiss Chamber of Commerce in Turkey e-Bulletin Nr. 05-2012 Interviews Events News Betül Mardin 3 Stadrat Sursee Visit 15 From Members 9 Frank Reichenbach 5 Swiss National Day 16 From Switzerland 24 Peter Weidtman 7 Event Calender 2012 17 Latest Members 25 Bulletin September 2012 Bulletin Meral Muhayyes 8 - Bora Yıldırım 11 e Swiss Chamber of Commerce in Turkey GOLDEN SPONSORS SILVER SPONSORS Swiss Chamber of Commerce in Turkey e-Bulletin Nr. 05-2012 2 Editorial President of Osec Ruth Metzler-Arnold Dear Readers, This year, our strategy is taking us late March of this year, I was able to Mexico and Hong Kong. The to see this dynamism for myself. Osec, an organisation that I have external network, which – follow- Exports to Turkey grew markedly in been President of since spring ing an initial consultation in Zürich 2010 and 2011 – and this growth is 2011, has a clear idea of how it – is the next point of contact for expected to continue. It is not just wishes to proceed in developing its Osec in the export country in ques- for longstanding sectors such as services for Swiss SMEs in the ex- tion, has included a Commercial pharmaceuticals, chemicals and port trade. With regard to the pe- Office in Mexico City since late mechanical engineering that op- riod from 2012 to 2015, at the May, while the 19th Swiss Business portunities are growing, for fields strategic level we are talking about Hub is scheduled to open its doors like clean room technology, build- «moderate growth» and a «ex- in Hong Kong in October. This will ing infrastructure and waste man- panded range of services». What make it possible for the Swiss ex- agement also present profitable exactly does this entail? This port industry to gain an even bet- opportunities for Swiss firms – and means that we will be focusing our ter foothold in this important mar- not only in the Turkish market it- export promotion efforts – efforts ket and gateway to China. self. Turkey is also a strategic and which are part of our mandate politically quite stable starting from the Swiss government, along Turkey also has an important role point from which to expand within with the promotion of imports and to play in this strategy, something the Arab world and the Orient. Switzerland as a business location which is attested to by the fact – more closely on opening up new that Osec’s external network is Even so, we see Turkey as a com- markets outside the euro and dol- slated to add a Commercial Office plex, non-homogenous market lar zones and on countries with in Istanbul next year. It is a logical that can be difficult and confusing which Switzerland either has or will choice, as Turkey is an up-and- for new entrants. That fact that soon have a Free Trade Agree- coming market that is expected to companies have continued to hold ment. This means that the external become one of the world’s ten back somewhat with enquiries network, something from which biggest economies within the next regarding Turkey has also helped Swiss SMEs profit in full, will be ten years. Its geographic proximity, to convince us that expanding our extended by expanding existing dynamic population of some 75 activities in Asia Minor is the right Swiss Business Hubs in fast- million people and role as the move. growing countries and opening country located at the crossroads Commercial Offices (precursors to between Europe and Asia all make I look forward to working with the Business Hubs) or Hubs in new Turkey a market that is particularly Swiss Chamber of Commerce in target countries. Most of these attractive to Swiss business for the Turkey to face these challenges locally based offices are set up future. and opportunities for Swiss busi- within Swiss Embassies or Consu- ness. late Generals, although bilateral As part of an official economic mis- chambers of commerce are also sion undertaken by Federal Coun- used in some cases. cillor Johann Schneider-Ammann in Ruth Metzler-Arnold Swiss Chamber of Commerce in Turkey e-Bulletin Nr. 05-2012 3 Interview with... Name: Betül Mardin Position title: IMAGE Public Relations Honorary President Date of Birth: 1st December, 1927 Place of Birth: Istanbul Marital status: Single University: None Mrs Mardin, thank you so land unaccountable times. IPRA as much as I could. I had to con- much for your time and the invited Turkish guests like Rahmi fess that I was not quite sure, if I privilege of having an inter- Koç and the Ambassador. I was would do it right. But I gave my view with you. You are fascinated about this strong rela- best. Actually it was more like known as the „Grande dame tionship between Turkey and Swit- “learning by doing”. of public relations“ since you zerland. When I later founded my brought PR to Turkey in Suddenly there was a PR-boom own company, I still wanted to 1968. Do you remember your in Turkey. In a short time, I got profit from the Swiss connection. It first assignment? ten more clients. This showed is very important to exchange ide- me that I could not be that bad as and network with new business Yes, of course I do. The first at my job and finally I realized people. The SCCT offers my com- time I heard about Public Re- that I wanted to do this for the pany this opportunity and that’s lations, I hadn’t got any clue rest of my life. why IMAGE PR is still in the Cham- what it was. It sounded to me ber. like something that was rude Your PR Company IMAGE is or even vulgar. But when the member of the SCCT since 1994. Could you please define PR in one director of AKBANK came to Can you tell us the reasons for sentence? me in 1968 and told me that joining our Chamber? It is all about managing the flow of he needed help for gaining information between organizations new customers, I went to the In 1994, I started to work at the and target groups in order to library and read almost every International Public Relations achieve the right impact on their book I could find about Public Association (IPRA). First I worked image. Relations. There were only a there as an accountant and or- ganized a lot of seminars. Later I few in those times. You are a hard-working woman. reached the top of IPRA and be- What is your key to success? Are I liked what I had read and came the President. Those days there any rules you have always decided to focus on this field IPRA was located in Geneva and kept? and extended my knowledge therefore, I traveled to Switzer- Swiss Chamber of Commerce in Turkey e-Bulletin Nr. 05-2012 4 Being honest is my personal poli- cessful in Turkey. The combina- cy. Apart from this, I absolutely tion of an easy way of living and cannot lie. You will definitely pure discipline is something that I achieve a goal faster, if you stay have only seen in Switzerland. true to yourself and to others. There are many Swiss companies There are four things that I always in Turkey. Does this have any had avoided in my life: ignorance, influence on IMAGE Do you co- prejudice, hostility and lack of operate with Swiss clients? knowledge. These are things you should get rid of. Otherwise, they Before and after founding IMAGE will become obstacles in your I worked for a number of Swiss way, especially in business. companies such as Swissotel The Bosphorus and Nestlé. The Swiss Furthermore, energy, a good mo- companies need our support to tivation and a strong desire to address the right message at the work are necessary. I always used right time to the right target to think positive and tried to in- group. We know how to interact crease my self-confidence. I rec- for example during Ramadan and ommend everyone to read every- other cultural and specific times. day or they will hang back in to I like to cooperate with Swiss general knowledge. But I have a people because they are on the special recommendation for those one hand very warm-hearted and who want to be successful in PR: on the other hand target orient- Networking! Meet as much peo- ed and finish their jobs quickly. ple as you can. For PR you need at These two attributes are essen- least 300 people around you. One tial for a good business. of them will definitely help you in a certain matter one day. Beforehand, I would like to say that I was raised by a Swiss gov- Let’s talk a little about Switzer- erness, which is one of the rea- land. What is your impression of sons I think Switzerland is my this country? How do you charac- second mother. terize Swiss people? Thank you very much Mrs Mar- As I mentioned, I have been there din. It was a pleasure talking to a lot. Switzerland is truly a beauti- you. Please allow us to say that ful country with its breath-taking you look gorgeous today as al- landscapes and lakes. When it ways. comes to the people, I think they plan everything very well before they act. But that does not mean that they are too straightforward. On the contrary, I feel they are very flexible and adaptable to all living conditions. And I guess this is the reason why they are so suc- Swiss Chamber of Commerce in Turkey e-Bulletin Nr.
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