Uniéco N° 7 by Uniéco

« Rivella est la marque de cœur des Suisses » Erland BRÜGGER Directeur général de Rivella

Photo de couverture : Alberto Celada

No 07 — Septembre-Novembre 2014

VOILÀ CE QUI VA TE PRÉPARER À L'EXERCICE DE TA FUTURE PROFESSION!

WORKSHOP IVE The Future Leaders Project Ce qu’il faut savoir pour être motivé dans son job! Rejoins le workshop IVE en automne, tu vas le découvrir! Les inscriptions aux workshops se font sur www.ive.ch

CONFÉRENCES*

Veux-tu rencontrer des personnalités de l’économie suisse telles que Nick Hayek ou Rainer Maria Salzgeber? Participe aux conférences IVE!

STAGES à valeur ajoutée en qualité d’assistant d’un cadre. Intéressé? S’annoncer à info@iveinstitute.org.

COLLABORATION Une expérience extraordinaire de pratique en tant que membre du Management IVE.

*La prochaine conférence du semestre d’automne 2014 aura lieu le mercredi 8 octobre 2014 (plus d’infos sur www.ive.ch).

NOUS FORGEONS AUJOURD’HUI LE FUTUR DE DEMAIN

MILO BOĹ˝IC

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SOMMAIRE Ă&#x2030;ditorial

Ă&#x2030;tudiants

Professeurs

Pour rire

Interview

Pour conclure

Le business, arbitre du football ? Milo BoĹžic

Strategies for emerging countries. Dirk Morschett Finance: so simple, and yet so complex. Martin Wallmeier

Erland BrĂźgger, directeur de Rivella. Anne Liechti et Jean-StĂŠphane Yerly

Elise Nicod et Luwam Abraha Lâ&#x20AC;&#x2122;abolition des forfaits fiscaux. Jean-StĂŠphane Yerly

La caricature ĂŠconomique. Simon Beuret

Notre prĂŠsident dâ&#x20AC;&#x2122;honneur. Jean-Marc Sylvestre

PROFESSEURS

DIRK MORSCHETT

04 Full Professor, holder of the Chair for International Management at the University of Fribourg.

STRATEGIES FOR EMERGING COUNTRIES Emerging countries drastically gained in importance for business over the last decade. The particularities of these countries, though, require other strategies than for expanding into industrialised countries. Some knowledge on strategies for emerging countries already exists, but clearly, a substantial research gap has still to be filled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`#!""#$%&'&Q`#14#-"7"4&#O"(-6#%&>"-# (7-%4O+6#>(="#'""4#0-%0%6"*#$%-#$,-&>"-#"+"-5145# 7%,4&-1"6# &>(&# +%="*# 14&%# &>"# $%7,6<# "353# PYaZ# NP"J17%<#Y4*%4"61(<#a15"-1(<#(4*#Z,-["OQ3#D"61*"6# &>%6"#&>(&#(-"#14#&>"#$%7,6#%$#0,')17#(&&"4&1%4#*,"#&%# &>"1-#%$&"4#"4%-+%,6#61_"<#(#)(-5"#4,+'"-#%$#6+()9 )"-#7%,4&-1"6#(-%,4*#&>"#\%-)*#(-"#7%++%4)O#6""4# (6# "+"-5145# 7%,4&-1"63# b4# &>"# \>%)"<# "+"-5145# 7%,4&-1"6#(-"#"6&1+(&"*#&%#+(["#,0#()+%6&#@Ac#%$# &>"#\%-)*/6#"7%4%+17#(7&1=1&1"63 Z>"1-#+(14#7>(-(7&"-16&176#H&>"#>15>#5-%\&>#-(&"6<# &>"#>15>)O#*O4(+17#7>(45"#14#&>"#"7%4%+17#6&-,79 &,-"6# ',&# ()6%# &>"# 147-"(6145# 4,+'"-# %$# 6[1))"*# "+0)%O""6H#+(["#&>"6"#7%,4&-1"6#>15>)O#-")"=(4&# +(-["&6# $%-# 7%+0(41"6# (4*# 61+,)&(4"%,6)O<# &>"6"# 7%,4&-1"6#'"7%+"#+%-"#(&&-(7&1="#0-%*,7&1%4#)%7(9 &1%463#V# ="-O# )(-5"# 6>(-"# %$# 5)%'()# XTY# NX%-"154# T1-"7&# Y4="6&+"4&Q# 16# 4%\# -"7"1="*# 'O# "+"-5145# 7%,4&-1"63

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MARTIN WALLMEIER

PROFESSEURS

08 Professor, holder of the Chair of Finance and Accounting at the University of Fribourg.

FINANCE: SO SIMPLE, AND YET SO COMPLEX “Life is not complex. We are complex. Life is simple, and the simple thing is the right thing”. — Oscar Wilde Z>"-"#(00"(-6#&%#'"#(#6&-1[145#(4*#0,__)145#*169 7-"0(47O#(&#&>"#>"(-&#%$#$14(47"#(6#1&#16#7,--"4&)O# &(,5>&#(&#,41="-61&1"63#Y4#&>"#-"()#\%-)*<#$14(47"# 16# 7%+0)"Ji\>17># 16# %'=1%,6# $%-# (4O'%*O# \>%#&-1"6#&%#,4*"-6&(4*#&>"#(44,()#-"0%-&6#%$# '(4[6#%-#&>"#)(&"6&#*"-1=(&1="#7%4&-(7&6<#4%&#&%# +"4&1%4#&>"#7%+0)"J#14&"-0)(O#%$#$14(471()#1469 &1&,&1%46<# 0"%0)"<# 147"4&1="6<# (4*# 146&-,+"4&6# &>(&#5(="#-16"#&%#&>"#-"7"4&#$14(471()#7-16163#V# +(14#0(-&#%$#$14(471()#&>"%-O<#>%\"="-<#16#7>(9 -(7&"-1_"*#'O#")"5(4&#61+0)171&O3#b4#&"J&'%%[# 7%="-6#(-"#&>"#&%\"-6#%$#d())#:&-""&`#1461*"#&>"# &"J&'%%[6#(-"#&>"%-1"6#&>(&#(-"#=%1*#%$#$14(471()# 146&1&,&1%463#

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Ⴍ Located in Manhattan (New York City), the district of Wall Street is the spearhead of the American financial sector. Source: RMajouji sur Wikipedia.org.

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Droit international privĂŠ!: recueil de textes (9e ĂŠd.), Andreas Bucher, Helbing

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INTERVIEW

ANNE LIECHTI ET JEAN-STÉPHANE YERLY

Erland BRÜGGER Directeur général du groupe Rivella

BIO RAPIDE 1992 Université de Saint-Gall Licence en sciences économiques 1992—1996 Différentes fonctions occupées au sein du département Marketing chez Unilever Suisse, où il devient chef de marque pour Lipton Ice Tea 1996—2002 Différentes fonctions occupées au sein du département Vente de Wander et Novartis Consumer Health Suisse 2002—2011 Directeur général de Wander, responsable des marques Ovomaltine, Caotina et Twinings pour la Suisse et l’Europe centrale Mai 2011—aujourd’hui Directeur général du groupe Rivella

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Comment ĂŞtes-vous arrivĂŠ Ă la direction *1="-5"# ;,");,"# 0",# *"# 7"),1# *,# $%4*(&",-# *"# de Rivella ? v/(1# ;,1&&8# #d(4*"-# "4# kAEE# 0%,-# -"K%14*-"# ^1="))(3#B$$"7&1="+"4&<#1)#O#(#'"(,7%,0#*"#61+19 )1&,*"6# "4&-"# )"6# *",J# "4&-"0-16"6<# 4%&(++"4&# "4#7"#;,1#7%47"-4"#)(#+(-;,"#0,16;,"#*(46#)"6# *",J#7(6<#1)#6/(51&#*/,4"#+(-;,"#;,1#"6&#(47-8"# (,#$%4*#*,#7u,-#*"6#:,166"63#!(#0),6#5-(4*"#*1$9 $8-"47"#"4&-"#^1="))(#"&#d(4*"-#"6&#;,"#^1="))(# (00(-&1"4&# ?# ,4"# $(+1))"3# x%,6# 6(="_<# )%-6;,"# )/%4#0(-)"#*"#^1="))(#(="7#)"6#7%46%++(&",-6<# %4# "4&"4*# 6%,="4&# )"# -871&# */(4"7*%&"6# $(+19 )1()"6#;,1#-"+%4&"4&#?#)/"4$(47"3#P()>",-",6"9 +"4&<#4%,6#(=%46#85()"+"4&#*"#)/(,&-"#7R&8#*"6# 7%46%++(&",-6# ;,1# %4&# ,4# 0",# 0"-*,# 7"# 5%r&# GX 5LYHOOD HW TXL FRQVLGqUHQW OD PDUTXH FRPPH 8&(4&#,4#0",#=1"1))%&&"#"&#.#0%,6618-",6"#2<#4%9 &(++"4&#"4#:,166"#-%+(4*"3

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Quelles sont Ă votre avis les qualitĂŠs essentielles dâ&#x20AC;&#x2122;un directeur aujourdâ&#x20AC;&#x2122;hui ?

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Quels ont ĂŠtĂŠ les obstacles que vous *",J#6"+(14"6#"))"#4/(,-(#0(6#&-%,=8#*"#^1="))(# avez rencontrĂŠs au lancement du Rivella "&#)%-6;,/"))"#6"#&-%,="#*(46#)/(=1%4#"))"#0%,--(# JauneÂ ? "4#'%1-"3#B4#"$$"&<#%4#"6&1+"#?#tAc#)"6#0"-6%44"6# M/"6&# ,4# 0",# *1$$171)"# 0%,-# +%1# */"4# 0(-)"-# 0,16;,/?# )/80%;,"# K"# 4"# 4/8&(16# 0(6# "47%-"# )?# +(16#K"#+"#6%,=1"46#;,"#)"#)(47"+"4&#*"#^1="))(# v(,4"# 8&(1&# 0(-$(1&3# b4# "4# 0(-)(1&# 0(-&%,&<# )"# kA# P14,&"6#8&(1&#K(,4"#"&#)"#7%47"0&#8&(1&#'1"4#0"4683# -H SHQVH SDU FRQWUH TXH OH SUREOqPH pWDLW VLP9 0)"+"4&#)"#5%r&3#!"#5%r&#*,#6%K(#8&(1&#&-%0#$%-&3# &ÂśHVW OH PrPH SUREOqPH GDQV WRXW OH GRPDLQH GH )(#4,&-1&1%43#:1#)"#5%r&#*,#0-%*,1&#4"#0)(U&#0(6<#)"# 7%46%++(&",-#(#&"))"+"4&#*/(,&-"6#7>%1J#;,/1)#=(# 61+0)"+"4&#7>%161-#(,&-"#7>%6"3#!"#^1="))(#v(,4"# 8&(4&#(=(4&#&%,&#*"6&148#(,J#0"-6%44"6#4%4#&%)89 -(4&"6#(,#)(1&#`#7%++"#)"#5%r&#4"#0)(16(1&#0(6<#1)# )",-#6,$$16(1&#*"#'%1-"#,4"#'%166%4#4"#7%4&"4(4&# 0(6# )"#6,7-"#*,#)(1&3#!"#-16;,"#+(14&"4(4&#(="7# 7"&#8016%*"#*,#^1="))(#v(,4"<#7/"6&#;,"#)/%4#4/%6"# 0),6#144%="-3#Y)#6"-(1&#*(45"-",J#*"#6"#*1-"W#.#y(# 4/(# 0(6# $%47&1%448# (="7# )"# v(,4"<# *%47# %4# 4"# =(# 0(6# "66(O"-# ;,");,"# 7>%6"# */(,&-"# 23# PC+"# +(14&"4(4&#(="7#)/14&-%*,7&1%4#*"#^1="))(#GC7>"# "&#^1="))(#^>,'(-'"<#%4#7%4&14,"#?#+"#0%6"-#)(# ;,"6&1%4#7%47"-4(4&#)"#^1="))(#v(,4"3#x%,6#6(="_<# *(46#,4#7(6#4%-+()<#)(#+%1&18#*"6#144%=(&1%46#4"# IRQFWLRQQH SDV 2Q SDUOH GH KXLW j QHXI LQQRYD9 WLRQV VXU GL[ TXL QH VRQW SOXV VXU OH PDUFKp DSUqV FLQT DQV 0DLV GH PDQLqUH JpQpUDOH OHV FRQVRP9 +(&",-6#6%4&# &%,K%,-6# 7%4&"4&6#*"#*87%,=-1-#*"# 4%,="(,J#0-%*,1&63

Aujourdâ&#x20AC;&#x2122;hui, quelle image Rivella veutelle projeter sur le marchĂŠ et comment souhaitez-vous vous positionner face Ă vos concurrents ? !%-6;,"# )/%4# 0(-)"# *,# 0%61&1%44"+"4&# *"# )(# +(-;,"#^1="))(<#1)#O#(#&-%16#8)8+"4&697)86#?#7%4619 *8-"-3# !"# 0-"+1"-# "6&# )"# 7R&8# *86()&8-(4&3# a%,6# *861-%46# (00(-(U&-"# 7%++"# 8&(4&# )"# *86()&8-(4&# RIILFLHO GHV 6XLVVHV 'HX[LqPHPHQW OH JRÂ&#x20AC;W 1RXV -"7>"-7>%46#,4"#'%166%4#(="7#,4#5%r&#,41;,"#"&# ;,1#0)(U&3#a%,6#7>"-7>%46#85()"+"4&#?#+"&&-"#"4# (=(4&#)"#7R&8#60%-&1$#"&#.#=1"#(7&1="#2#"&#7/"6&#0%,-# 7"&&"#-(16%4#;,"#4%,6#(1+%46#)1"-#4%&-"#+(-;,"# (,#*%+(14"#*,#60%-&<#0(6#,41;,"+"4&#)(#0"-$%-9 +(47"<# +(16# )"# $(1&# *"# '%,5"-3# Y)# "6&# 1+0%-&(4&# 0%,-#4%,6#;,"#)"#0%61&1%44"+"4&#*"#^1="))(#6%1&# "4#(77%-*#(="7#)"#+"66(5"#;,"#)/%4#=",&#0(66"-3# B4#"$$"&<#1)#6/(51&#*/,4"#'%166%4#6,7-8"<#+(16#4%,6# =%,)%46#;,"#)"6#7%46%++(&",-6#6(7>"4&#;,"#4%,6# 6%,&"4%46#85()"+"4&#)",-#'1"49C&-"#"&#)",-6#(7&19 YLWpV VSRUWLYHV )LQDOHPHQW OH WURLVLqPH SRLQW HVW )"#.#6\1664"66#23#^1="))(#"6&#)(#+(-;,"#*"#7u,-# *"6#:,166"63#:1#%4#0-"4*#)/"J"+0)"#*/,4"#$(+1))"# 6,166"# ;,1# 0(-&# "4# =(7(47"6# ?# P()&"`# 0"4*(4&#

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Avec le Rivella Bleu, vous ĂŠtiez les premiers Ă proposer une boisson light. Quelle place occupe l'innovation au sein de la stratĂŠgie de Rivella ? V#)/80%;,"#*,#$%4*(&",-<#)/144%=(&1%4#4/8&(1&#0(6# (66"_#+(-;,8"<#K"#0"46"3#Y)#6"#7%4&"4&(1&#*,#^%,5"3# M/"6&#0",&9C&-"#$14()"+"4&#+%4#0-%0-"#(008&1&#;,"# */(=%1-#0),6#*/144%=(&1%4#(,#6"14#*"#)(#+(-;,"<# 7/"6&9?9*1-"#*/(=%1-#,4#0-%*,1&#*%4&#)"#5%r&#8=%),"# (="7#)"#&"+06<#61#%4#0-"4*#)/"J"+0)"#*"#)(#5)(7"# *%4&#)"6#6(=",-6#7>(45"4&#(,#$1)#*"6#6(16%463#T(46# )"#*%+(14"#*"6#'%166%46<#%4#4/"6&#0(6#(66"_#-(01*"# *(46#)"#7>(45"+"4&#*"#)/(66%-&1+"4&3#!"#',&#&%,9 &"$%16# 4/"6&# 0(6# *"# 7-8"-# *"# 4%,="))"6# 7%,)",-6<# +(16# */(=%1-# ,4"# 0()"&&"# *"# 6(=",-6<# ,4# (66%-&19 +"4&#*"#5%r&6#*"#6(16%4#;,1#7>(45"3#V1461<#+C+"# )"#^1="))(#^%,5"#"&#)"#^1="))(#D)",#"4#0-%$1&"-%4&<# á&#x201A; K"#0"46"3#G%,-#+%1<#1)#"6&#1+0%-&(4&#;,"#)"6#"4$(4&6# Originaire de Soleure, Erland BrĂźgger est *"#*"+(14#4"#*16"4&#0(6#W#.#!"#^1="))(<#7/"6&#)(# mariĂŠ et pĂ¨re de trois ERLVVRQ GH PD JUDQG PqUH ÂŞ PDLV SOXW{W TXÂśLOV enfants. *16"4&#W#.#!"#^1="))(<#7/"6&#+(#'%166%4<#(="7#,4# Photos de l'interview: 5%r&#;,1#4/"J16&(1&#0(6#(=(4&#23#Y)#"6&#1+0%-&(4&#Ĺš# Alberto Celada.

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Participe sur www.rivella.ch/larentree

ÉTUDIANTS

JEAN-STÉPHANE YERLY

Que pensez-vous de l'initiative populaire pour l'abolition des forfaits fiscaux des riches étrangers, lancée par les milieux de gauche ?

Elise Nicod

Luwam Abraha

Bachelor of Science in Business Administration

HEG troisième année

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Votation populaire du 30 novembre 2014.

POUR RIRE

SIMON BEURET

LA CARICATURE

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JEAN-MARC SYLVESTRE

source: jeanmarc-sylvestre.com

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Jean-Marc Sylvestre. Journaliste franĂ§ais.

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