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Zurich Conference 2016

ETPO 2016

Rethinking Trade Promotion – Innovation and digital transformation



The European Trade Promotion – ETPO - Annual Conference held in Zurich, Switzerland, October 20-21, 2016
Hotel Marriott, Century Room, 2nd floor, Neumühlequai 42, 8006 Zurich

Rethinking Trade Promotion:

Innovation and digital transformation 

Wednesday, October 19, 2016
Individual arrival
Welcome @ Switzerland Global Enterprise (S-GE), Stampfenbachstrasse 85, 8006 Zurich, Switzerland
06:00 p.m.Welcome to Switzerland: Grüezi

Christoph Peter / Rolf Lüthi

Organizers ETPO Conference



more than chocolate, cheese and watches

Liv Minder

Director of Investment Promotion



it’s all about international SMEs

Martina Gmür

Head of Export Promotion



the new way we work at S-GE

Denise Müller

Head of Human Resources

06:30 p.m.Short guided visit of the S-GE building 
06:45 p.m.Apéro riche Swiss style at S-GEAll Participants
08:30 p.m.End of welcome event  


Thursday, October 20, 2016

08:30 a.m.Registration and welcome coffeeChristoph Peter / Rolf Lüthi
09:00 a.m.

Official opening of 57th ETPO conference:


Ruth Metzler Arnold

President S-GE

09:15 a.mThe digital transformation of Switzerland Global Enterprise

Daniel Küng


10:00 a.m.Break 
10:30 a.m.

Panel discussion with guest TPOs and S-GE CEO


Germany Trade & Invest

Advantage Austria 

Moderation: Martina Gmür

Markus Suomi, CEO

Jürgen Friedrich, CEO

Michael Otter, Deputy CEO

11:30 a.m.Example Czech Trade: e-Government

Milan Ráž

Director, Czech Trade

12:00 p.m.Official photo session  
12:30 p.m.Buffet lunch / networkingHotel Marriott
02:00 p.m.

EU economic diplomacy

  • latest up-date and developments
  • SME Internationalization activities
  • coordination with EEAS activities
  • follow-up meeting February 2016 / next meeting


Lluis Prats (DG GROW)

Head of Unit “International Affairs”

03:00 p.m.

EU and TPO collaboration / Q+A session 

  • three representatives share their ideas
  • how to improve the collaboration
speakers from different TPOs

Andrea Maccanico

Deputy Director of ITA-Agency in Brussels

04:00 p.m.Break 
04:30 p.m.

Working Group / ETPO-WGIP

  • annual activities report
  • latest update on digital information

Stéphane Decoster

Chairman ETPO-WGIP

05:00 p.m.Conclusions 
05:30 p.m.
end of Day 1 / individual transfer to the hotel
07:00 p.m.

Guided walk / transfer to “Zunfthaus zur Waage”, Zurich

Apéro and dinner

10:30 p.m.end of dinner / individual transfer back to Hotel 


Friday, October 21, 2016

08:30 a.m.CoffeeHotel Marriott
09:00 a.m.

Guest speaker

The Automation of Society Is Next: 
How to Survive the Digital Revolution 
Q+A with TPOs 

Dirk Helbing,

Professor, ETH Zurich

10:00 a.m.

Coffee Break


10:20 a.m.

Best practices:

Examples of digital initiatives of European TPOs

Moderation: Franz Steiger

Head of Transformation and
 Digitalisation, S-GE


the challenges in a dynamic digital world

Alicia Montalvo

General Director

B) Export Digital Initiative with Google

Alberto Silini

Head of Consultancy, S-GE

C)New digital tools for Italian SMEs

Antonio Laspina

Director Marketing Coordination

D) Digital internal communication through yammer

Edith Predorf

Project manager Advantage Austria

12:00 p.m. Outlook: ETPO  2017 
12:05 p.m. Summary and farewell

Daniel Küng,


12:15 p.m.Buffet lunch  Hotel Marriott
02:00 p.m. End of ETPO conference 2016 / official part 


Afternoon / Optional program

02:15 p.m. 

Discover Zurich on foot

  • guided city tour approx. 90 minutes
  • visit new FIFA Museum and farewell aperitif
Rolf Lüthi / Christoph Peter
06:30 p.m. End of optional program 


Individual transfer back to Hotel / airport / railway station Zurich HB