59th Forum of the Swiss Management Association

The year 2023 was characterized by profound geopolitical upheavals and global challenges. Economic instability, rising inflation rates, growing cost and innovation pressure and increasing cyber threats characterized the environment. In this context, the SMG Forum emphasized under the leitmotif "Forward" the importance of moving forward. Sarah Kreienbühl, President of SMG and member of the Management Board of Kuehne + Nagel, explains: "Both nature and humans are given the opportunity to evolve and respond to challenges with new solutions."

Meeting challenges through partnerships and new business models

"We have to adapt the company to the conditions in this world. We are not talking about change or transformation, but about a new foundation, so to speak. We have to change practically everything." When Kerstin Hochmüller took over the role of CEO at the Marantec Group, a traditional family business until then, in 2013, she was confronted with massive challenges not only for herself but for the entire industry: Cost pressure, the mobility turnaround, labor shortages and the need to do business sustainably.

Kerstin Hochmüller believes that a completely new business model is needed to counter this: "The phrase 'we've always done it this way' is forbidden here". One of the core elements of the new business strategy is co-creation. Co-creation not only involves dissolving internal hierarchies in favor of an agile, project-based structure, but also partnerships with competitors. The idea is that the pressure to innovate can no longer be countered through research and development behind closed doors, but only through collaboration with competitors and the development of new business models. To drive this process forward, Kerstin Hochmüller founded the "Open Champion" initiative, in which companies develop and validate new ideas together.

Focus topic Future Banking

At a discussion chaired by Prof. Dr. Dr. h.c. Monika Bütler, high-ranking representatives from the banking sector spoke about current and future challenges. Fabian Schär emphasized the enormous technological pressure and the uncertainties it causes in day-to-day business. He advocated "open finance", in which customers can integrate themselves into the banking business in a decentralized manner. Marianne Wildi emphasized that banking is a means to an end in order to conduct business and that trust cannot be created through technology alone. Adriel Jost expects massive changes in the banking sector due to fintechs, which will bring more competition. The introduction of central digital currencies by central banks will accelerate this development. Anke Bridge Haux sees the pressure as an opportunity and emphasizes the importance of ecology in banking strategy and the possibility of creating a new culture.

 "The bird world - an ideal sparring partner for business?" 

Birds are not only fascinating because of their diversity. There are 11,000 different bird species that differ in color, behavior or development. Matthias Kestenholz, ornithologist and Chairman of the Institute of the Swiss Ornithological Institute, knows: "Birdsong has been proven to have a positive effect on human well-being. Birds are the best singers in the animal world." The flight of birds was and is exemplary for the economy: "Birds are technical role models - they were a prime example for Leonardo da Vinci and further development." Birds are also important bioindicators - an early warning system, an indicator of our sustainability. 

"There's no such thing as can't"

Inspired by her passion for flying, Helene Niedhart trained as a private and airline pilot and was one of the few female professional pilots in Switzerland in the 1980s. As she was unable to find employment with a Swiss airline, she founded her own airline. Today, CAT Aviation AG has 70 employees. "It was important to persevere and, above all, to always maintain financial independence. Although we love being in the air, we have to keep our business on the ground." As an entrepreneur, she put the saying "There's no such thing as can't" into practice. But "in aviation, you have to be able to say no sometimes." The development of the fully digitalized cockpit was no trouble for her: "It was very exciting for me. I was always curious and it made flying easier." 

AI - a question of "to be or not to be"?

Artificial intelligence (AI) is no longer a distant concept for the future, but a current reality that is shaping our everyday lives and the business world - this was one of the key takeaways of the presentation by Sean Kask, Chief AI Strategy Officer at SAP. With the quote "AI will not replace people - but people with AI will replace those without", Sean emphasized the need to understand and use AI as an indispensable tool. There is a danger for companies in underestimating the transformative power of AI. Generative AI will not only profoundly change individual industries, but our entire economic and working world. "This development is real and it is happening now," says Sean Kask.

It is therefore crucial for SMEs to develop the right skills for the efficient use of AI. The first step is to find out about the possible applications of AI in the respective industry. Regarding the question of what expertise you need to have in the company to use AI efficiently, Sean referred to "prompting skills" - the ability to control AI systems in a targeted and effective manner - combined with solid business acumen. These skills enable SMEs to adapt AI technologies to their specific needs and understand the business potential that the technology opens up. 

"Decarbonization: Problems don't disappear into thin air. But in hydrogen?"

For Sopna Sury, COO Hydrogen at RWE Generation SE, one thing is clear: "There can be no energy transition without hydrogen. The molecule is part of a future-oriented, climate-neutral solution for industry and security of supply. However, pragmatism and speed are already needed today for 'forward' success." RWE is still one of the largest CO₂-emissions in Europe, but has reduced its emissions by 55% since 2012. Sury: "Climate neutrality, economic efficiency and security of supply partially dissolve into green hydrogen."

Focus topic hydrogen

Hydrogen pioneer Patrick Huber, Chairman of the Board of Directors of H2 Energy Holding AG, emphasizes that Switzerland is the only country to have established an ecosystem for hydrogen that works without subsidies. New technologies and their economic viability are always under scrutiny. On the way to an H2 economy, we still face various challenges and unknowns. But we need companies that think about it and dare to move in the direction of hydrogen energy. Sopna Sury adds: "The natural gas pipelines can be used for the hydrogen infrastructure." The conversion would still require 15 to 20 percent of the costs that would be necessary for a new construction. The big challenge at the moment is to have sufficient renewable energy available. This also applies to the production of green hydrogen. 

"Always forward - even if you can't see the horizon"

Having grown up in the lowlands, Anja Blacha answered the call of the mountains as an extreme athlete. She became a world record holder in 2020. She says: "Our past doesn't have to determine what we are in the future. If we dare to take the first step, we can achieve greater challenges than we could have imagined at the beginning." And: "Progress begins where the familiar ends."

Source: www.smg.ch