Events - 20.03.2014 - 00:00 

Switzerland – more than just fondue

In a public lecture Dr. Daniel Woker, a former Swiss ambassador, reveals on three evenings how well the brands "Switzerland" and "St.Gallen" are perceived abroad, and particularly in South Asia.


22 April 2014. Although every country conceives of itself as a special case, this is particularly evident in Switzerland. This is conducive to navel-gazing. Thus it is that much more important to ask how outsiders view Switzerland, particularly as globally operating decision-makers usually have a stereotype image of this country – despite the fact that Switzerland is more than fondue, cheese and chocolate.

Insiders' view vs outsiders' view
In a three-part lecture series Daniel Woker, former Swiss Ambassador to Australia and Singapore and Lecturer in Leadership Skills at the University of St.Gallen, will answer the question as to whether the brands "Switzerland" and "St.Gallen" are as well established as the Swiss population imagines. He will do so with the help of the Asia-Pacific Region’s outsiders’ view of Switzerland.

Exotic Europe
The Asia-Pacific Region is regarded as a global area of the future. It is large and diverse. In addition, it covers more than China and India. Although many Swiss people know South East Asia, especially from their travels, only very few of them know what “truly Asian” means. Asia may strike us Swiss nationals as exotic, but this also applies the other way round: when Asians experience Europe, this is often even more pronounced.

The lectures will take place at the University of St.Gallen in Room HSG 01-011 and start on Mondays at 6.15 p.m. Dates: 28 April, 12 and 19 May 2014.

Picture: boing / Photocase 

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