Content marketing is key for Swiss companies. 66% of the companies surveyed actively use content marketing, as a recent survey by the ZHAW shows. The majority of companies that do not yet use content marketing are also planning to introduce it. This is also reflected in the budgets: companies invest almost 40 percent of their total budget in content marketing measures. "We are seeing an increasing professionalization of content marketing. This means, for example: Clearly defined strategies, target group analyses and the use of content management tools for the planning, creation and distribution of content," explains Nadine Stahl from the ZHAW, who is responsible for the study.

 

AI increases efficiency

Larger companies in particular are increasingly using artificial intelligence in their content processes, according to the study. AI is primarily used in automated text creation, content optimization and in analyses to measure success. AI-supported tools for the personalization of content and automated content distribution are becoming increasingly important. Companies that have already gained experience with AI in content marketing report increases in efficiency and improved targeting.

At the same time, according to the study, a lack of specialist knowledge, inadequate internal structures and uncertainties regarding the quality and credibility of AI-generated content are slowing down widespread adaptation. "Our study provides insights into the use of AI in content marketing for the first time. We found that the impact of AI on creativity and authenticity is a controversial topic. While some companies see AI as a supportive tool that complements human creativity, others see the risks of too much automation," explains Stahl. Despite these challenges, however, many companies expect AI to play a key role in content marketing in the coming years.

Data is becoming increasingly relevant

Companies mainly use data to better understand the behavior and interests of their target groups and to analyze the effectiveness of content formats. Nevertheless, many are not yet exploiting the potential of their data. "There is potential for development, particularly in the area of data-based optimization and personalization of content," explains Nadine Stahl.

Variety of content formats

Social media posts and articles on the company website are created most frequently. Podcasts, white papers and best practice studies are considered particularly effective by those surveyed, but are time-consuming to produce. The choice of distribution channels is increasingly target group-specific. The company's own website and social media, especially LinkedIn and Instagram, are seen as particularly relevant channels. "It is interesting to note that companies that work in a data-driven manner are investing in content distribution in a much more targeted manner, focusing in particular on owned media and shared media," says Nadine Stahl.

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For the Content Marketing Study 2025 the Institute of Marketing Management at the ZHAW School of Management and Law has investigated the use and spread of content marketing in Switzerland for the fourth time. 924 Swiss companies of different sizes and from different industries took part in an online survey in January 2025. Click here for the entire study.

The agency impressed with its strategic concept for brand development. "Rembrand impressed us with its in-depth understanding of our brand - as well as with the palpable passion and commitment of the entire team," explains Evelyn Kafka, Head of Brand Management at Ramseier Suisse.

The St.Gallen agency is delighted: "Ramseier is an iconic Swiss brand - we are proud and happy to be able to contribute to its further development," says Rembrand CEO Andreas Felder.

With Ramseier, Rembrand is expanding its multi-award-winning food & beverage cluster, which already includes national brands such as Minor (Maestrani), Brewbee (Appenzeller Bier) and Green Mountain (Hilcona).

Source and further information

May 7, 2025 was a special date: it marked "Earth Overshoot Day", the day from which Switzerland consumes more renewable resources than the earth can reproduce. In other words, we are now living "on credit". A more symbolic date could have been chosen for this year's Future Leadership Forum with the presentation of the Swiss Ethics Award 2025.

Making ethical behavior in business visible

The Swiss Ethics Award recognizes ethical projects in business. The focus is on outstanding achievements by organizations and companies that assume responsibility in a special way and are committed to sustainable and value-oriented corporate management. According to Werner von Allmen and Ruth Buholzer from the Swiss Excellence Forum, who founded the award in 2005, the aim of the award is to make ethical business practices visible.

This year, a six-member jury headed by Dr. Christoph Weber-Berg, business ethicist and President of the Reformed Church of Aargau, evaluated five projects from different industries. The nominees for the Swiss Ethics Award 2025 were 1001 Organic, E. Schellenberg Textildruck AG, Lonza Group AG, Max Felchlin AG and mymyio GmbH. It was a very close call this time, as Christoph Weber-Berg revealed at the award ceremony. The five projects were able to show that there are many ways to put ethics and sustainability into business practice without having to sacrifice profit. And last but not least, they all make a contribution to delaying Earth Overshoot Day in the future.

Award for Max Felchlin AG

In the end, Max Felchlin AG, a leading supplier of premium chocolate and cocoa products, came out on top. The company was presented with the Swiss Ethics Award 2025 for its "Healthcare in the cocoa origin" project. With this commitment, Felchlin is setting new standards in sustainable and social corporate responsibility and demonstrating in exemplary fashion how ethical action and economic success can be reconciled.

Felchlin's commitment provides cocoa producers and their families with access to basic medical care. Since 2021, targeted initiatives have been launched in Ghana, Ecuador, Venezuela and Madagascar, including the introduction of health insurance, the assumption of treatment costs and the provision of medical resources. Close cooperation with local partners and healthcare facilities is creating sustainable structures that effectively combat poverty and child labor, sustainably improve health and quality of life, increase productivity and income and thus secure the livelihoods of cocoa farmers in the long term.

Decisive contribution to combating poverty

The project addresses a decisive lever for improving the quality of life and securing the livelihoods of people at the beginning of the Felchlin supply chain. Felchlin thus makes a significant contribution to combating poverty in the regions of origin of its raw materials and consistently places the well-being of the people at the center of its actions. The jury particularly appreciated the remarkable scope of the project in view of the size of the company - a clear sign of the seriousness and consistency of the commitment. Felchlin thus provides exemplary proof of how corporate success and social responsibility can go hand in hand. The project is also transferable to other supply chains in countries of the global South and makes Felchlin a role model for companies in a wide range of sectors. These aspects were decisive for the jury in awarding Max Felchlin AG the Swiss Ethics Award 2025.

More information: Swiss Excellence Forum

This article originally appeared on m-q.ch - https://www.m-q.ch/de/gesundheitsprojekt-fuer-kakao-bauern-gewinnt-swiss-ethics-award-2025/

This year's OMR Festival comprised five stages, 270 masterclasses, 200 guided tours and 125 side events. The conference focused intensively on the development and application of AI. ChatGPT Head of Product Nick Turley presented the progress of AI in Germany and emphasized that this market is highly relevant for OpenAI. Other prominent contributions came from companies such as Zalando and Booking.com, who presented their current AI applications.

US futurologist Amy Webb also spoke about the impact of AI on marketing, outlining a scenario in which AI agents could take over product searches for consumers and be influenced by other AI agents themselves. "You have to build systems to sell things to AI agents," was her appeal to the marketing experts in the audience.

In addition to AI, political topics such as relations between Europe and the USA and the geopolitical situation were also discussed. These included Scott Galloway, who criticized US policy, and Airbus Supervisory Board Chairman René Obermann, who called for a self-confident, sovereign Europe with a view to the USA and a rearming China.

Sporting topics also featured strongly again this year. World and European champion Gerard Piqué spoke about the Kings League, the small-field format he created, and issued a challenge to the German competitors: "The Kings League is the original, which is why we want to be the market leader." In addition, record-breaking Olympian Isabell Werth (dressage) and gold medal winner Lisa Buckwitz (bobsleigh) discussed the financing of top-class sport in Germany, and basketball legend Dirk Nowitzki looked back on his career in an interview on the Conference Stage.

Another highlight of the OMR Festival 2025 was Ryan Reynolds. The Hollywood star and investor spoke about his companies, marketing and creativity. In addition to a lot of money and a lot of time, one human characteristic in particular is a hindrance: "Perfectionism is a damn disease. You have to be prepared to fail in order to be good." The fifth division club Wrexham A.F.C., which Reynolds took over together with actor Rob McElhenney in 2020, provided a current opportunity for discussion. The Welsh football club has since been followed for a documentary and has just been promoted to the second division in England. Since Reynolds has been cheering in the box, the club's value has risen from two to 150 million pounds. You could repeat that in any country and with any sport, explained Reynolds. However, he himself would not buy a second football team. "I would like to stay married."

Ticket sales for the OMR Festival 2026 have already begun, with an exclusive pre-sale until May 23, 2025.

The FM Monitor has now been launched for the second time after 2023 due to the particularly positive response. The professional associations in Switzerland and Austria are also involved in the FM Monitor 2025. The results here therefore already reflect the DACH region in the management of facility services.

According to 63% of users and 55% of service providers, the strategic responsibility of facility management within the corporate organization is also increasing. "Facility management is becoming a central component of corporate strategy that makes a significant contribution to value creation," says Dirk Otto, President of RealFM. "Companies are increasingly recognizing that efficient and sustainable provision and management of their properties not only reduces costs, but also makes a significant contribution to achieving corporate and climate protection goals."

Increasing customer satisfaction with facility services

Just under half (48%) of users are (somewhat to completely) satisfied with the services provided by their facility service provider, as the joint study by PwC and the industry associations RealFM, SVIT FM Switzerland and Facility Management Austria (FMA) shows. The level of satisfaction is highest in the public sector (60%). The users surveyed in Austria (67%) and Switzerland (60%) were significantly more satisfied than users in Germany (42 %). "Stability in service quality and long-term contractual relationships play a key role in customer satisfaction," explains David Rouven Möcker, Partner and Head of Real Estate Consulting & Transformation at PwC Germany. "This stability must also be maintained in the future, as the industry is characterized by high fluctuation."

Digitization remains top trend

For 62% users and service providers, the introduction of IT hardware and software as well as the implementation of digitalized processes is a top priority in order to increase their own efficiency, save costs and ensure data protection. Digitization is at the top of the industry agenda, especially in Germany (62%) and Switzerland (63%). In addition, new hybrid working environments with flexible room design and digital solutions are currently bringing about changes in facility management (40%).

The challenge of staff shortages

The biggest challenges cited by 81% of service providers and 76% of users are staff shortages and a lack of qualifications. "Shortages of qualified personnel restrict the industry's growth opportunities and increase recruitment costs. This leads to competitive disadvantages and inhibits the innovative strength and professionalization of the industry," explains PwC partner David Rouven Möcker. In Germany (78%) and Switzerland (84%) in particular, staff shortages are cited as the biggest challenge.

Sustainability and the fulfillment of ESG criteria are a major challenge for 72%. "This involves high initial investments and complex supply chain management," says Christian Hofmann, President of SVIT FM Switzerland. "The successful implementation of ESG strategies in the industry requires clear measurability of sustainability-related key figures, the targeted expansion of internal capacities and strategic budget planning," emphasizes Doris Bele, CEO of Facility Management Austria.

No preference for a specific award model

A good 59% of users prefer bundled and integrated awards per trade, while a further 28% prefer individual awards. For Germany, the study forecasts that integrated procurement models will grow by 24% to USD 8 billion by 2027, significantly more than bundled procurement models (up 22% to USD 19 billion) or individual awards (up 14% to USD 20 billion). The procurement of facility services usually takes less than six months. In addition, significant price increases are expected for all facility services: Prices for technical and infrastructural facility services in particular are likely to increase by more than 10% in some cases.

AI use in facility services still in its infancy

According to the study, the level of digitalization in facility management is still low. However, the use of innovative technologies in facility management (FMTech) and cooperation with FMTech providers can contribute to more effective and sustainable facility management. "The integration of artificial intelligence (AI) will become a key driver for the digitalization and optimization of corporate real estate and facility management processes," says Kai Ukena, PwC Real Estate Consulting, Senior Manager.

However, although artificial intelligence offers opportunities for cost reductions, more efficient decision-making and more precise determination of requirements, it has hardly been used in the facility services sector to date: Only 2% of respondents regularly use AI solutions in the procurement of facility services and the preparation of quotations, while almost two thirds (65%) do not use AI in this area at all. 61% of users do not work with FMTech companies. Among service providers, this figure is slightly less than a third.

Source: SVIT FM Switzerland

This article originally appeared on m-q.ch - https://www.m-q.ch/de/markt-fuer-facility-services-durch-digitalisierung-und-fachkraeftemangel-gefordert/

Valuable mistakes - Right kind of Wrong

The practical science of clever failure.

• Amy Edmondson
• Publisher: Vahlen
• Publication year: 2024
• Pages: 325
• ISBN: 9783800674312

Even though it is often said that "mistakes make perfect" - nobody likes to make mistakes. What's more, you can learn from valuable mistakes. Amy Edmondson explains which mistakes are necessary in order to make progress and which mistakes can be avoided in a clear and understandable way, using many practical examples. She takes a differentiated look at different types of mistakes and gives helpful tips on how to deal with failure wisely, both on a personal and organizational level.

getAbstract rating: 10

Qualities:

• Innovative
• Realizable
• Eye opener

Deepfakes and manipulated realities

Technology assessment and recommendations for action for Switzerland.

• Murat Karaboga
• Publisher: vdf Hochschulverlag
• Publication year: 2024
• Pages: 436
• ISBN: 9783728141859

Modern deepfake technologies make anything imaginable presentable: whether natural disasters or terrorist attacks, celebrity romances or business reports - if a simple voice command can put it into the world, who or what can we still believe? The research team behind this report interviewed Swiss citizens, politicians, economic players and journalists about AI-generated content. Conclusion: the topic is hugely explosive for society. In order to defuse it, we need well thought-out regulation, effective education and more personal responsibility on the part of users.

getAbstract rating: 7

Qualities:

• Science-based
• Systematic
• Overview

Between egoism and excellence

How narcissism is changing our working world and what we can do about it.

• Ramzi Fatfouta
• Publisher: Haufe
• Publication year: 2024
• Pages: 212
• ISBN: 9783648180990

Current articles on the subject of narcissism in the world of work usually focus on the negative aspects. Wrongly so, says psychologist Ramzi Fatfouta. The pronounced will to lead and perform as well as the innovative and motivational power of narcissistic people can actually be an advantage for companies. Using many examples from everyday working life, he shows how you as a manager or team can make constructive use of the positive sides of narcissists. His differentiated view of narcissism allows a new, open approach to dealing with it without concealing the risks.

getAbstract rating: 8

Qualities:

• Analytical
• Eye opener
• Background

Self-care for dummies

• Eva Kalbheim
• Publisher: Wiley-VCH
• Publication year: 2024
• Pages: 352
• ISBN: 9783527723355

Living mindfully in the here and now, breathing consciously, being grateful - the self-care tips offered in this guide are well known in themselves. Its advantage is that all the tips and practical advice are clearly summarized and enriched with everyday examples. Individual chapters deal with specific life situations, such as work or parenthood. It is inevitable that the advice will be repeated. Instead of reading the book from cover to cover, it is therefore advisable to look for specific sections and useful exercises.

getAbstract rating: 7

Qualities:

• Comprehensive
• Overview
• Practical examples

Of course, the zeitgeist does not stop at branding and rebranding. And this means that for some time now, brands have wanted to be approachable, likeable and at eye level. In discussions about the specific design, the question almost always arises as to whether you shouldn't communicate on a first-name basis. Because in the end, everything looks different again - just like in a good Greek drama.

Act One: Euphoria (short)

(Re)branding workshop, at some point the sentence comes, something like: "...but then we would have to go with you." Bummer, the show begins. Nods, smiles, affirmative votes. You can literally see how the participants' imaginations run wild - finally free of this formal, unnatural "you"! Okay, cool, let's enjoy this naive moment before we spoil it again.

Act two: Struggling for the solution

The first clouds are gathering: "So also towards the suppliers, for example? Or the chairman of the board? Or the shareholders?"...*chirpchirp*... "Good point - of course we can't all but simply the customers". "So also the customer's CEO? And also when the customer calls the call center in a huff? And the invoice also says you?"

And there we have the mess, the drama is set. Whether fresh or cheeky - how the "you" is received is determined by the matrix of horror: there are different target groups, different channels and different situations - and all possible combinations of these. Now you can go and actually play through this matrix, at least to some extent. Because a generic "you" on a poster is really different from a personal "you" on the phone or on the invoice. The former comes across as casual and often very natural, while the latter tends to be overbearing. In other words, if you really, really wanted to, you could probably find an okay solution. But the mounted principle police are guaranteed to stand in the way with the tiresome killer argument "but that's inconsistent". Not like that, anyone could come along, we've never done it that way before!

Act three: The decision

We have reached the climax: what will take over? Confidence that these problems can be solved when they arise? The fear of not being consistent enough?

But suddenly he stands there in shining armor: the supposedly saving deus ex machina and says nonchalantly "we can simply dispense with direct speech (and thus avoid the problem, as Ulysses should have done with the Island of the Sirens)?". Everyone nods, dazzled by the brilliant idea, and is already happy that the discussion has finally been put to rest.

The only thing is: when you approach someone, it's a bit like making eye contact. If you avoid it, you come across as anything but approachable and likeable. This statement usually marks the end of the conversation: The last hint of euphoria leaves the room like the air leaves the released balloon. Weak, tired and hungry, the decision is made to postpone the topic (it will never be discussed again).

This classic drama will be repeated many more times. And all those who more or less consistently address their target group as "you" deserve a pat on the back: You've found a way out somewhere and you're either sticking to the "you" or you've found compromises - perhaps even using common sense. Gods be the judge of whether this is good or not in your case. But it's at least pretty heroic.

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Analyzed since 2025 Sarah Pally In her column "Blossoms and Pearls", she uses industry-related terms and comments on them with a personal touch, from a linguistic perspective - as well as with a precise view of developments in the industry. Pally is a partner in the Partner & Partner agency in Winterthur. She has been working in the fields of content marketing, text/concept and storytelling in the communications and marketing sector for 15 years.

Mobile working means being able to access important company resources at any time and from any location. Such a working environment automatically brings with it a new threat situation: traditional security measures reach their limits when network perimeters become more permeable and numerous new devices are vulnerable. Companies must therefore invest in technologies such as modern endpoint security solutions, zero-trust architectures, resilient cloud strategies, comprehensive contingency plans and AI-based security solutions in order to arm themselves against the ever-growing cyber threats.

• Endpoint security in a distributed landscape. As employees access company resources from different locations and devices, endpoint protection is a crucial aspect of cyber security. Companies need modern endpoint security solutions to protect all devices connected to the company network and close open attack surfaces for cyber criminals. Special detection and response systems help them to identify and mitigate threats across various endpoints. Regular software updates, patch management and device encryption are further key components of a comprehensive security strategy. 
• Zero-trust architecture for more cyber security. The traditional approach of trusting entities within the corporate network has proven to be outdated in the face of today's cyber threats. Zero trust architecture assumes that every user and every device inside or outside the corporate network is a security risk. Implementing a zero trust model includes strict access controls, continuous monitoring and multi-factor authentication. By applying a least-privilege approach, organizations can limit user access to only the resources required for their role, minimizing the potential impact of a security breach. 
• Cloud security in a flexible working environment. The cloud offers scalability and flexibility, which are essential for mobile working with its communication and collaboration requirements. When employees use cloud services from a wide variety of locations and devices, the underlying infrastructure must be protected accordingly. This includes implementing an identity and access management solution to control and regulate who can access what. Encryption of data both in transit and at rest, regular security checks and compliance monitoring are essential to further improve your own resilience to threats in the cloud. 
• Robust emergency response plan. No company is immune to cyber threats. Even if many still hope to get all their data back in the event of a successful attack, the reality is often different: The stolen information is not released even after a ransom is paid. This makes a comprehensive response plan with clear processes, roles and responsibilities all the more important. This is the only way for companies to react appropriately in the event of a security incident - from identification, containment and removal to data recovery and learning from the incident. Regular testing of the response plan and appropriate adjustments ensure its effectiveness. At the same time, companies must develop comprehensive strategies to maintain important business processes in the event of a cyberattack in order to minimize downtime and financial losses.  
• AI for an innovative and safe working environment. Artificial intelligence is an effective tool for strengthening cyber defense. It can detect and respond to anomalies almost in real time. By continuously monitoring network activity, attacks can be isolated at an early stage and damage can be prevented from spreading further. At the same time, authorizations can be adjusted on the basis of risk assessments. AI-based computers that already have this technology integrated take protection against cyber criminals to a new level, as all the necessary functions are available locally without sensitive data having to leave the computer. 

"The future of work is ultra-mobile - but without a holistic approach to security that covers all touchpoints within the IT environment, this future is only seemingly secure. Companies need to invest in technologies that not only enable innovation, but also detect and defend against cyber threats in real time," explains Roland Kunz, Principal Systems Engineer for Emerging Technologies in EMEA at Dell Technologies. "It's also important to remember that security is not a static state, but an ongoing process - especially in a world where mobile working opens up new avenues and brings challenges."

Source and further information: Dell Technologies

This article originally appeared on m-q.ch - https://www.m-q.ch/de/mobiles-arbeiten-und-sicherheit-wie-unternehmen-das-dilemma-loesen/

The Swiss Blockchain Federation, the Crypto Valley Association and the Bitcoin Association Switzerland have jointly published a manifesto containing a comprehensive 12-point program to strengthen Switzerland as a blockchain location. The document analyzes the current situation as well as the strengths and weaknesses of the Swiss financial center and derives action points and recommendations for politics, administration and industry. The aim is to sustainably secure and expand Switzerland's competitiveness and innovative strength in the blockchain and fintech sector.

Future-oriented strategy

In recent years, Switzerland has established itself as a leading location for blockchain technology - thanks to a progressive regulatory framework, an innovation-friendly attitude on the part of the authorities and close cooperation between politics and industry. But this lead is under threat: Countries in Asia and the Middle East, are rapidly catching up and offering increasingly attractive conditions for blockchain companies; the Trump administration's sharp change in policy is acting as a beacon. At the same time, lengthy processes, regulatory uncertainties and new international requirements are perceived as obstacles in Switzerland.

In order to counteract this trend and make Switzerland fit for the future, a joint and coordinated approach is necessary, according to the stakeholders mentioned at the beginning. The manifesto's 12-point program addresses precisely this issue and offers concrete measures to promote innovation and competitiveness and remove regulatory hurdles.

12 Recommendations and demands for politicians, administration and industry

The manifesto formulates twelve specific fields of action that serve as the basis for a strong and future-oriented blockchain industry in Switzerland:

1. Strengthen innovation-friendly framework conditionsFINMA should reinstate the promotion of innovation as a strategic objective and report on progress.
2. Technology-neutral and proportionate regulationRequirements for crypto service providers and stablecoins must be differentiated and made competitive.
3. Binding deadlines for FINMA authorization proceduresProcedures should be clearly structured and completed within six months.
4. Promoting digital moneyStablecoins and central bank digital currencies (CBDCs) are intended to create the basis for a digital economy.
5. Use of technology for complianceInnovative technologies are designed to make compliance processes more efficient and cost-effective.
6. Strengthening self-regulationSelf-regulatory organizations (SROs) are to be given more scope for action.
7. Transparent supervisory practiceFINMA should make its supervisory practice more open and strengthen dialog with the sector.
8. Removing technical barriers to investment: Barriers to foreign investment are to be identified and reduced.
9. More precise regulationVague standards are to be fleshed out through dialog between the authorities and industry.
10. Critically examine international standardsThe adoption of international standards into Swiss law must serve the interests of the location.
11. Encouraging industry to take the initiativeThe industry should develop standards and proactively address weaknesses.
12. Strengthening financing for start-ups and SMEsState support programs and tax incentives are to be expanded.

The Swiss Blockchain Federation, the Crypto Valley Association and the Bitcoin Association Switzerland have initiated this manifesto in order to position Switzerland as a leading blockchain location in the long term. The implementation of the objectives will be regularly reviewed and adjusted as necessary with the aim of implementing concrete measures. Other organizations interested in strengthening Switzerland as a blockchain location are also welcome to join the initiative.

Source and further information

This article originally appeared on m-q.ch - https://www.m-q.ch/de/finanzstandort-schweiz-staerken-mit-blockchain-technologie/

The collaboration starts with a comprehensive image campaign that aims to further build and expand Garmin's brand awareness and image in the Swiss market. The campaign focuses on moving images in linear TV, connected TV, YouTube and online video. It is aimed at people with an active lifestyle.

"With its claim 'Beat Yesterday', Garmin is the epitome of a challenger brand. It is precisely this aspiration to constantly challenge, question and create improvements that we at Pilot Suisse live every day. That's why Garmin and Pilot Suisse are a perfect match and we are incredibly proud to be able to challenge consumers and the Swiss media landscape for Garmin together from now on," says Ben Moser, Managing Partner of Pilot Suisse. Pilot Suisse.

Felix Hegar, Head of Brand Management at Garmin, describes Pilot as innovative and reliable and is now looking forward to working with the Swiss branch: "With its convincing planning approach, distinctive expertise and a keen sense for the special features of the Swiss communications landscape, Pilot Suisse convinced us right from the start, creating significant added value for our brand presence and campaigns in Switzerland," says Hegar.

Jochen Sengpiehl, as the former CMO of Volkswagen China, you experienced the dynamic Chinese market at first hand and played a key role in shaping Volkswagen's transformation towards electromobility and digitalization. What challenges did you have to overcome?

Jochen Sengpiehl: Due to the global travel restrictions caused by the Covid pandemic, it was not possible to analyze the Chinese market and the competitive situation for more than two years. When we saw the street scene and the competitive situation for the first time in August 2022 after ten days of hard quarantine in a hotel in Beijing, we could hardly believe our eyes. It was unbelievable to see the innovative power that Chinese manufacturers had developed during this time - and how clearly they had shown us German OEMs [Original equipment manufacturer, editor's note]. technology in terms of software, sensors, batteries, design, autonomous driving and so on.

 

What was there to do?

In the first phase, it was imperative to carry out a tough and relentless analysis of the competitive situation and derive concrete strategies and measures from this. The key learnings were: five things are needed. First and foremost, a "China for China" strategy, i.e. greater independence from the German headquarters with more autonomy. Secondly, we need to build up our own research and development expertise and develop our own long-term and competitive product strategy for China. Thirdly, we need to reposition and modernize the brand in China. Fourthly, we need to establish and expand strategic alliances in the areas of software, purchasing and development. And fifthly, we need to develop a new design language for electric cars based on Chinese customer needs.

 

What can Western companies learn from the pace of innovation in China?

"China speed" is the key word. Chinese companies are digitizing the entire value chain of all B2C sectors. They are building holistic digital ecosystems and integrating social commerce options into them. At the same time, innovative key industries are being supported by the state. And finally, society as a whole is motivated, ambitious and performance-oriented - and has internalized this as its purpose.

 

How must organizations adapt to avoid being overrun by this speed?

European companies have already largely overslept the digital transformation. China and the USA are two to three years ahead of us in the areas of digital sales and marketing and are already in the next generation of transformation with AI. The key is a radical rethink of organizational responsibilities and the management of the process-related marketing value chain. Things like sales, marketing, PR and customer data must be digitally networked and become part of a holistic strategy along all customer touchpoints.

 

What is your most important recommendation to CMOs when dealing with AI?

AI is a matter for the boss and must be integrated holistically into the organization from the top down. Vertical silo organizations and divisional egoisms stand in the way of the goal of an agile organization. CMOs are becoming "E-CMOs" and need to rewrite their job profiles. The following applies to almost all sectors: digital, digital, digital! In addition, in future there will need to be a separate board member for the AI department - with power and access to all units.

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The Swiss Brand Congress is the biggest industry get-together for brand decision-makers, service providers and media representatives. The industry will meet again on June 23, 2025 at "The Dolder Grand Hotel" in Zurich. The focus will be on the challenges of brand management. m&k is a media partner.

With the recently announced extension of the maintenance period for SAP ECC until 2033, the pressure to switch to S/4HANA as quickly as possible appears to have eased - but appearances are deceptive. Patrick Sommer, Managing Director of the consulting firm CNT Management Consulting in Switzerland, explains why there is an urgent need for action and what advantages Swiss companies will benefit from after the system change. 

Standard maintenance expires in 2027

According to a KPMG study from 2024, over 70 percent of the Swiss companies surveyed are not yet using S/4HANA productively: a quarter have already migrated, a third are in the process of doing so and 28 percent are planning to switch - although 15 percent have no plans to migrate at present[1]. Now - following customer demands to extend the deadline to the end of 2027 - support for SAP ECC is being extended. "This gives companies with large SAP landscapes in particular more time - but the deadline extension is subject to conditions. A prompt switch to S/4HANA remains the best solution," Patrick Sommer from CNT Management Consulting is convinced. This is because standard maintenance for older ERP systems still ends in 2027, with the more expensive Extended Maintenance not until 2030. "An extension until 2033 only applies to SAP ECC. The systems must run on a HANA database; other databases are not supported. The old Java stack cannot be transferred either," Sommer continues. The new offer is also subject to conditions: Companies must make a long-term commitment to SAP and decide to switch to RISE with SAP. There is also the threat of an extended fee from 2031 to 2033. "In the short term, it may seem sensible to keep old systems running. But in the long term, it costs companies more time, money and innovative strength," the Managing Director is convinced.

The end is approaching - what the first steps are now

With the extension, the software group is primarily creating a transition period for large companies with a complex system landscape. For Swiss companies that work with a single SAP system, a changeover before 2030 should be feasible, according to Sommer. As a first step, he advises communicating the urgency of the migration within the company in order to create awareness. "Companies should also internalize the benefits of S/4HANA, such as real-time data and the optimization and automation of business processes. It also requires not only a clear strategy that takes into account the company's business objectives, but also a comprehensive analysis of the current SAP system landscape," says Sommer. He recommends archiving or deleting data that is no longer required and improving data quality to ensure a smooth migration. The Managing Director comments on the time required: "Generally speaking, the changeover takes between 12 and 36 months, although smaller companies may be able to complete it in up to 18 months. More complex systems in large companies, on the other hand, tend to take up to 36 months." It is important to note that the preparation phase, in which the strategy and inventory are carried out, makes up a significant part of this overall schedule.

Why act now if there is supposedly still time?

Looking at the deadlines, the need for action for Swiss companies does not appear to be particularly great at present, as the KPMG survey also shows. However, Sommer warns: "Even if it may seem sensible in the short term, switching to new systems is always the better decision in the long term. After all, those who opt for a modern solution in good time secure their investment, can use new technologies and benefit from greater automation and more efficient processes." S/4HANA, which is based on the SAP HANA in-memory database, enables lightning-fast data processing. This allows companies to access important information in real time and make informed decisions. Intelligent technologies such as AI, machine learning and IoT make it possible to make predictions and develop new business models. "The optimization and automation of business processes through S/4HANA also leads to greater efficiency, lower costs and improved customer satisfaction," Sommer continues.

Cloud strategy polarizes - recommendations must be made individually

However, according to a DSAG survey, the fact that SAP recommends the cloud variant for S/4HANA is not well received by Swiss companies. Just under a quarter rate this negatively, while 13% of respondents rate it positively[2]. "The question of the optimal strategy - whether cloud or on-premise - is complex and depends heavily on the individual needs and priorities of a company. S/4HANA Public Cloud is suitable for companies that prefer a standardized solution, want to act faster and focus on their core business. The S/4HANA private cloud or on-premise variant, on the other hand, is suitable for more complex business processes, strict compliance requirements and a high need for individualization, for example in production," explains Sommer. There is therefore no blanket recommendation - according to the Managing Director, the decision should be based on a thorough analysis of the requirements. CNT supports Swiss companies in gaining clarity about their migration path at an early stage - be it to the cloud or on-premise. Sommer concludes: "The switch to S/4HANA is more than just a technical update. It is an opportunity for companies to optimize their processes, increase their competitiveness and prepare for the digital future."

[1] https://assets.kpmg.com/content/dam/kpmgsites/ch/pdf/kpmg-studie-wie-gehen-schweizer-unternehmen-mit-der-umstellung-um.pdf.coredownload.inline.pdf

[2] https://dsag.de/presse/dsag-jahreskongress-2024-schweizer-anwender-sehen-potenziale-von-ki-und-saps-cloud-losungen/

Source and further information: CNT Management Consulting

This article originally appeared on m-q.ch - https://www.m-q.ch/de/s-4hana-umstieg-auf-spaeter-verschieben-experte-raet-zu-vorwaertsstrategie/