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Science Diplomacy with Swissnex China: a Swiss Nation Brand Initiative Flavia Schlegel Swissnex China

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Science Diplomacy with Swissnex China: a Swiss Nation Brand Initiative Flavia Schlegel Swissnex China Rollins College Rollins Scholarship Online Faculty Publications 11-2011 Science diplomacy with swissnex China: A Swiss nation brand initiative Flavia Schlegel swissnex China Olivier Jacot swissnex China Marc Fetscherin Rollins College, [email protected] Follow this and additional works at: http://scholarship.rollins.edu/as_facpub Part of the Marketing Commons Published In Schlegel, Flavia, Olivier Jacot, and Marc Fetscherin. 2012. Science diplomacy with swissnex china: A swiss nation brand initiative. Place Branding and Public Diplomacy 7 (4) (November 2012): 289. This Article is brought to you for free and open access by Rollins Scholarship Online. It has been accepted for inclusion in Faculty Publications by an authorized administrator of Rollins Scholarship Online. For more information, please contact [email protected]. Type of article: Case Study Science Diplomacy with swissnex China: A Swiss Nation Brand Initiative Abstract Switzerland has a long tradition of expertise in the fields of science, research and education, with “science diplomacy” (SD) now assuming an important role for innovation economies. Past experience shows that international scientific cooperation can have valuable outcomes for the involved countries and complements traditional foreign policy and diplomacy. In Switzerland, a worldwide network of science and technology outposts under the auspices of the Swiss State Secretariat for Education and Research (SER) in cooperation with the Federal Department of Foreign Affairs (FDFA) was established in 2000. The very swissnex network around the world defines one of those established science diplomacy instruments. In this article, we discuss the swissnex office in China, which acts both as a physical and virtual environment to foster closer ties between Switzerland and China in science and technology, innovation and culture. This case study examines the history and mission of swissnex China, its role and organizational structure, and reviews other nations’ comparable branding initiatives. The paper analyzes clients and partners as well as the main challenges for swissnex China during its three years of operation. Keywords nation branding, science diplomacy, science and technology; higher education; innovation Page | 1 1. Introduction Science diplomacy (SD) is considered by most innovation economies as an initiative and tool that fosters international relations in the fields of science, innovation and education. The major benefits of SD include the opportunity to promote the domestic scientific environment in foreign countries while gaining an additional foreign policy instrument. Using SD as a foreign policy instrument, international scientific collaborations can have stabilizing effects for countries with divergent ideologies and political systems (Fedoroff, 2009). Also, the scientific component of new global challenges, such as climate change, sustainable development, demographical transformation and energy and food security, will lend even more importance to SD in the future (Berg, 2010). China is now a major player in the fields of science and innovation. For example, in 2009, China exported $290 billion of electrical machinery and equipment 1 (e.g., electrical machinery and equipment and parts; sound recorders and reproducers, television image and sound recorders and reproducers, and parts and accessories). The country exported $246 billion in machinery and mechanical appliances 2 (e.g., nuclear reactors, boilers, machinery and mechanical appliances and parts) as well as $39 billion in meas- uring and checking instruments 3 (e.g., optical, photographic, cinematographic, precision, medical and surgical instruments). Chinese exports to Switzerland in 2009 accounted for $2,664 million, where elec- trical machinery and equipment accounted for $477 million and machinery and mechanical appliances accounted for $285 million, representing about one third of all imports from China (United Nations Commodity Trade Statistics Database, 2010). Switzerland imports both low value-added products as well as higher value-added products, indicating a need to foster and improve relationships with China for those activities and products. In that collaborative context, an organization such as swissnex, which promotes and fosters sci- ence, research and education, is unusually valuable. swissnex China works closely with Swiss universities and researchers, supported by a variety of organizations within the Swiss Federal Administration (e.g. Presence Switzerland, Pro Helvetia, OSEC Swiss Business Hub, SwissCham). Characterized by close rela- tions with the science and technology counselors (STCs) embedded in selected embassies in host coun- tries, swissnex is a network of science and technology outposts representing a key component of Swit- zerland’s foreign policy strategy in promoting its domestic knowledge sector. 1 Harmonization System Codes (HS) Group 85 2 Harmonization System Codes (HS) Group 84 3 Harmonization System Codes (HS) Group 90 Page | 2 2. Importance of the Scientific Sector According to the World Economic Forum’s (WEF) Global Competitive Index of 2010, Switzerland ranks first among all countries in overall business competitiveness (Schwab, 2010). Switzerland is also this year’s innovation leader in the EU, according to the newly issued “Innovation Union Scoreboard ” (European Union, 2010). China recognizes the scientific excellence of Switzerland, as evidenced in a re- cently issued holistic survey by the Chinese Academy of Science and Technology for Development (CASTED), the “2010 National Innovation Index ” (including factors such as resources, infrastructure and environment, creation and corporate innovation). In analyzing 40 countries’ performances in the science and technology sector, the survey ranks Switzerland in second place, just after the US, with China in 21st place (CASTED, 2010). 2.1. Science and Technology (S&T) Creating an environment that fosters science and technology as well as research and invest- ments in a nation’s technology infrastructure is crucial for a nation’s competitiveness (Porter, 1990). For China, growing investments in its S&T field is a major concern. According to various development plans, the Chinese government intends to elevate S&T investments to 2.5 percent of national GDP by 2020, up from today’s 0.7 percent annually (Wen, 2011) 4. Further, China’s recently issued 12th Five-Year-Plan identifies scientific development as a key element. Although China has still a high percentage of copied goods, it most probably will be less dependent on foreign technology in the middle and long run. 2.2. Research and Development R&D Research and development are especially crucial for the academic environment as well as for certain companies. Although scientific as well as business cooperation between Swiss and Chinese insti- tutions and companies are slowly developing, Swiss companies are looking for more R&D cooperation with China in the future. Nestle for example, has two R&D centers, in Beijing and in Shanghai, with a newly established joint laboratory shared by the Beijing Research Center and the Xi’an University of Life Science and Technology (Nestle, 2011). Novartis and Roche each have R&D centers at the Zhangjiang High-Tech Park in Shanghai (Roche R&D Center; Novartis Institute for BioMedical Research) (Roche, 2011; Novartis, 2011). In China, company investments in R&D reached 40 percent of growth in 2010 (Hernandez, Tuebke et al ., 2010) and China already has the highest amount of researchers worldwide 4 Additional information also under http://www.casted.org.cn/en/ and http://www.chinadaily.com.cn/cn-dy/2011- 03/02/content_12098963.htm. Page | 3 (Grueber and Studt, 2009). Swiss universities and research institutions have long been interested in co- operating with Chinese high potential partners. 2.3. Higher Education Basic education increases the efficiency of workers. Those with little education can carry out on- ly simple, manual work and find it difficult to adapt to more advanced production processes and tech- niques (Schwab, 2009). Education and training are crucial for economies that want to move up the value chain beyond simple production processes and products (Porter, 1990). Switzerland has always main- tained a high quality education system nationwide. According to the “ Times Higher Education World University Ranking ” 2010, there are currently six Swiss Universities among the top 200 around the world: ETHZ (15 th ),EPFL (48 th), University of Zurich (90 th ), University of Basel (95 th ), University of Geneva (118) and University of Lausanne (136 th )5. Concurrently, Chinese universities are steadily gaining higher status worldwide as well. China has also six universities in the top 200 ranking, including Beijing Univer- sity (37 th), University of Science and Technology in Hefei (49th), Tsinghua University in Beijing (58 th), Nan- jing University (120 th), Sun Yat-sen University in Guangzhou (171 st), Zhejiang University in Hangzhou (197 th ). Science and education will be the next major fields of interest for the Chinese government in the next decade, according to the newest Five-Year-Plan (Liu, 2011). 2.4. Innovation The latest “Swiss Cleantech Report 2010 ” ranks Switzerland as one of the world’s top destina- tions for innovations in the renewable energy sector (Soltmann, Amez-Droz, and Cosandey, 2010 ). Inno- vation has become a scientific core competency and business niche for Switzerland, enhancing the na- tion’s competitiveness. Companies from emerging
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