Swissness: More than a Buzz Word by Dr. Sven Tuzovic, PLU International Awareness Speaker Series
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Dr. Sven Tuzovic gave a presentation on the concept of "Swissness" and what it represents. Swissness refers to the positive attributes associated with Switzerland, such as quality, precision, reliability, and naturalness. It is a valuable marketing concept used to promote Swiss products as over three times as many products labeled with Swissness are sold globally compared to those without such an indication. Recent legislation was passed to better protect the use of the term and Swiss identity due to some misuses and ensure it continues to be a lucrative marketing concept for Swiss companies.
Swissness: More than a Buzz Word by Dr. Sven Tuzovic, PLU International Awareness Speaker Series
- 1. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 1 > International Awareness Speaker Series March 19, 2015, MCLT 103 Dr. Sven Tuzovic ¡®Swissness¡¯ More than a buzz word
- 2. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 2 > What comes to your mind when you think of Switzerland?
- 3. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 3 >
- 4. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 4 >
- 5. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 5 >
- 6. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 6 > Swiss Banking
- 7. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 7 > There¡¯s more to Switzerland than skiing, cheese, and chocolate
- 8. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 8 > Facts about Switzerland ¡ñ CH: Confoederatio Helvetica ¡ñ Population: ca. 8 million ¡ñ Direct democracy ¡ñ 4 official languages ¡ñ 26 cantons
- 9. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 9 > Switzerland is Known for Many Traditions
- 10. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 10 > But it is also Known for World-famous Companies
- 11. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 11 > TRIVIA ¡ñ The largest food and beverage company in the world is ¡
- 12. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 12 > But there is also ... Swiss Cannabis Image sources: Azarius.net; Weedforthought.blogspot.com
- 13. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 13 > Associations of Swiss Products
- 14. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 14 > The question is: What makes a product typical Swiss?
- 15. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 15 > The Meaning of ¡°Swiss Made¡± ¡ñ Refers to a product which was manufactured in Switzerland using Swiss materials and Swiss labor ¡ñ Currently, it is mainly the watch industry
- 16. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 16 > Switzerland as a brand and the concept of <<Swissness>>
- 17. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 17 > The Term <<Swissness>> ¡ñ Made-up word ¡ñ Pseudo-anglicism ¡ñ Emerged in late 1990s ¡ñ Refers widely to anything that is typically Swiss ¡ñ Positive attributes associated with Switzerland
- 18. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 18 > For both Swiss and foreign consumers, <<Swissness>> brings to mind a ¡°well-ordered, efficient world¡±
- 19. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 19 > Swiss Trains Run on Time ¨C Always! Image source: Retours.eu
- 20. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 20 > <<Swissness>> is often a synonym for ¡°high quality & exclusivity¡±
- 21. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 21 > Swiss Design and Technology
- 22. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 22 > <<Swissness>> also has connotations of ¡°precision, meticulousness, reliability and thoroughness¡±
- 23. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 23 > Swiss Watch Manufacturing
- 24. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 24 > But <<Swissness>> is also used to indicate ¡°naturalness¡±
- 25. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 25 > The Problem in the Past ¡ñ Increasing misuses, e.g. free-riders and imitators ¡ñ Inconsistencies around the use of the Swiss cross
- 26. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 26 > Result: The <<Swissness>> Legislative Project ¡ñ Legislative project launched in 2006 ¡ñ In 2013, new legislation passed that determines the use of the <<Swiss>> designation
- 27. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 27 > In summary, <<Swissness>> is a lucrative marketing concept
- 28. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 28 > Products labelled with <<Swissness>> are sold more than 3 times more throughout the world than a product without any indication of source
- 29. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 29 > <<Swissness>> is ... ¡ñ A positive term that denotes the degree of the Swiss origin of a product ¡ñ A marketing and branding tool ¡ñ A valuable concept that needs to be protected from dilution and abuse
- 30. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 30 > Questions and Answers Q&A
- 31. PLU International Impact Speaker Series ? Dr. Sven Tuzovic ©¦ Associate Professor ©¦Pacific Lutheran University < 31 > References and Image Credits Sources: FHS.ch, The new requirements stipulated by Swissness IGE.ch, Swissness: Protecting ¡°Made in Switzerland¡± designations and the Swiss cross Novagraaf.com (2014), The Swissness project: ¡®Swiss made¡¯ label under review Primerelocation, Defining Swissness Ritzel, L. (2007), Swissness or it¡¯s NOT all chocolate in Switzerland Swissinfo.com (2010), Defining ¡°Swissness¡± is a tricky task The Economist (2014, March 29), Swissness is not enough UniSG (2013), Swissness is good for business ZHAW (2012), Competence, International Edition, No. 1 Image credits: Finest-Swiss.ch, MySwitzerland.com, Cheesesfromswizerland.com, Nestletravelretail.com, Brightnetwork.co.uk, Arabianbusiness.com, BBC.co.uk, Zerohedge.com, Theswisswatchblog.com, Emmabeth.hubpages.com, ListsTrivia.com, Wikipedia.org, Ablogtowatch.com, Walmart.com, Olivetreetrading.com, Fddb.info, Kasunpeiris.com, Steamykitchen.com, Allaboutww.blogspot.com, Bestbuy.ca, Jaspermorrisonshop.com, Retours.eu, Azarius.net, Weedforthought.blogspot.com Brand logos: UBS, Credit Suisse, Nestle, Omega, Swatch, Rolex, Lindt, Roche, Novartis, Zurich