How does Culture influence the Economy?
#rethinkeurope in search of driving forces for innovation and creativity

Have you ever heard of NIO before? This might change soon: The Chinese electric-car startup has only been in the market since 2014, but is already a global giant in the electromobility business today. In less than four years, William Li, founder and CEO of NIO, has launched a series production vehicle which not only represents a serious competition for the US-American producer Tesla – European automobile manufactures as well must rethink their strategies to endure on the global market in the long term. In times of digitalization and the unstoppable technical progress, the cards will be reshuffled, requiring a different understanding of the dynamics of global markets and development processes of companies.

Think new, think different. Be courageous, unconventional and open for a change of perspective – this must be the urgent appeal to all European entrepreneurs of the 21st century in a globalized world. Because quite often, besides technical progress, a groundbreaking innovation starts with a thrilling mixture of brilliant ideas, rethinking, freedom from fear and anxiety, and, last but not least, pioneering spirit. The new path requires openness, playfulness well beyond set traditions, and the courage to explore unfamiliar terrain – ready to constantly question one’s own believes and oneself.

At the Congress #rethinkeurope 2018 | Changing Perspectives, we will strenuously embark on this path. In search of the driving forces for innovation and creativity, the focus will be on foreign cultures and dynamic developments in emerging markets.

That is for sure: innovation is the driving force of the economy and an essential key to entrepreneurial success in the globalized world. Hardly anything is as critical to sustainable growth and success on the international market than a company’s readiness to innovate in the digital field. The economic advantages are obvious: smarter operating processes and the discovery of unexpected potential, considerable time savings, and a significant mobilization of one’s workforce. Yet there are enormous differences when it comes to implementing and fostering digital innovation in companies – the same goes for the successful implementation of digital products and services on the global market. The reasons are no longer only explained in hard facts, such as the financial viability of new ideas, the reshaping of corporate structures and processes or the technical realization or feasibility of a product. More importantly, the offensive or defensive attitude towards digital innovation across the world mirrors – mostly unconsciously – cultural characteristics of executives, employees or even consumers. The aim of #rethinkeurope 2018 is to become aware of those differences in culture, to find divergent and inspiring explanations and to reveal exciting practical approaches well beyond familiar theses.

How far are you prepared or even curious to follow new, unknown paths?

How open are you to encounter challenges and risks?

Why do disruptive ideas find enthusiasm here, but somewhere else are met with disapproval?

What comforts you in times of change, what increases mistrust?

What can European entrepreneurs learn from the dynamics of emerging markets?

It is questions like these that will sharpen your sight and provide reasons behind striking differences in the readiness to implement and accept digital innovation. In order to identify, understand and utilize the influence of culturally determined dynamics on innovations processes, you have to change your perspective. When you understand what drives or hampers innovation beyond the obvious factors, you are able to counteract, support and strengthen it. We invite you to join us: think new, think different. Be courageous, unconventional, and a pioneer for cultural digitalization.