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BUSINESS SWEDEN 18 MARCH, 2019 1
BUSINESS SWEDENWORLD CLASS ORGANISATION IN PROMOTING INTERNATIONAL BUSINESS
FRANCISCA HERODES
HEAD OF INVESTMENT COOPERATION
INVESTMENT PROMOTION
BUSINESS SWEDEN
MARCH 13, 2019
”There are three strong reasons why we
believe Sweden and the very first member
of our EQ family of all electric Mercedes
cars are a perfect match: The car and this
country have a lot in common when it
comes to design, sustainability and
innovation.”
Dieter Zetsche
Chairman of the Board of Management of
Daimler AG
Head of Mercedes Benz Cars
BUSINESS SWEDEN 18 MARCH 2019 2
SWEDEN IS ON THE GLOBAL MAP
MISSION
HELP SWEDISH COMPANIES GROW GLOBAL SALES
AND INTERNATIONAL COMPANIES INVEST
AND EXPAND IN SWEDEN
BUSINESS SWEDEN 18 MARCH, 2019 4
537 ADVISORS AND CONSULTANTS AT 15 OFFICES IN SWEDEN AND 50 OFFICES IN 45 COUNTRIES
24-7-365 SERVICE ENABLED BY 510 CONSULTANTS AROUND THE GLOBE IN STRATEGIC ADVICE AND
OPERATIONAL SUPPORT LEVERAGED BY STRONG NETWORK WITH BUSINESS AND GOVERNMENT LEADERS
The partnership provides access to contacts and networks at all levels.
BUSINESS SWEDEN 19-03-18 5
BUSINESS SWEDEN IS OWNED BY THE GOVERNMENT AND THE INDUSTRY
Government
Swedish
Foreign Trade
Association
BUSINESS SWEDEN’S ACTIVITIES ARE FUNDED BY PUBLIC AND PRIVATE ASSIGNMENTS
CONFIDENTIALFOR INTERNAL USE WITHINCLIENT COMPANY ONLY
INVESTMENT PROMOTION
18 MARCH, 2019BUSINESS SWEDEN 6
18 MARCH, 2019 7
SUCCESSFUL INVESTMENT PROMOTION IS KEY TO FUTURE ECONOMIC GROWTH IN SWEDEN
14,000 foreign-owned companies in Sweden
50% of Swedish export originates from foreign-owned companies
20% of Swedish private workforce employed by foreign-owned
companies
BUSINESS SWEDEN 18 MARCH, 2019 8
FOREIGN DIRECT INVESTMENTS – AN ENGINE IN SWEDISH ECONOMY
SOURCE: UNCTAD; SCB; BUSINESS SWEDEN (2018)
0
10
20
30
40
50
60
70
80
FDI STOCK
2000-2016, PERCENTAGE OF GDP
Sweden: 60%
EU: 47%
USA: 34%
China: 12%
Japan: 4%
2 625 mdr SEK (2016)
BUSINESS SWEDEN 18 MARCH, 2019 9
COMPETITIVE ARENA TO ATTRACT INTERNATIONAL INVESTMENTS
SOURCE: OCO CONSULTING, 2016; WWW
140 countries with Investment Promotion Agencies
BUSINESS SWEDEN 18 MARCH, 2019 10
~ 40 FTE’S IN SWEDEN AND 7 PRIORITISED MARKETS
UK
Germany
United States
India
China
Japan
South Korea
Sweden
INVESTMENT PROMOTION DIVISION
18 MARCH, 2019 11
TARGETING LEADING COMPANIES IN KEY AREAS
OBJECTIVE
RESULTS
INVESTMENT DRIVERS; SWEDEN’S ATTRACTIVENESS
BUSINESS SWEDEN 18 MARCH, 2019 12
EXAMPLES OF INVESTMENTS
SCIENCE &
TECHNOLOGY DRIVENRESOURCE DRIVEN
HCL Technologies
Global Center of Excellence for
Mainframe tech
Amazon Web Services
Three datacenters
MARKET DRIVEN
Uniqlo
Retail establishment
EXAMPLES
BUSINESS SWEDEN 18 MARCH, 2019 13
STRATEGY TO ACTION – FOCUS PROFILE AREAS
Quality of potential investments assessed in relation to four factors
Most information needed to make evaluation is available from investor discussions
BUSINESS SWEDEN 18 MARCH, 2019 14
INVESTMENT QUALITY ASSESSMENT
Investment size
• Capital investment
• Number of new, retained or temporary jobs
Immediate gains of investment
• Skills and knowledge
• Technology and innovation
• R&D
• Market development
• Internationalisation
Investor quality
• Brand
• Track record of international operations
Future gains of investment
• Job creation
• Additional investments (by the same investor)
• Attraction of other investors
• Other future gains
Strategy alignment Quality assessmentCustomer
satisfaction
35% 35% 15% 15%
• Different size thresholds
by Investment Area
BUSINESS SWEDEN 18 MARCH, 2019 15
PREPARE OFFERINGS AND SUPPORT COMPANIES IN THE
INVESTMENT PROCESS
OPPORTUNITY
DEVELOPMENT
INVESTMENT
ATTRACTION
INVESTMENT
DEVELOPMENT
PROCESS
RETENTION AND
EXPANSIONINVESTMENT
CLIMATE
1. PREPARE
• High quality value
propositions
2. SUPPORT
• Find opportunities
• Start business
• Grow presence
COOPERATION AND LONG TERM PERSPECTIVE
NATIONALGLOBAL REGIONAL
BUSINESS SWEDEN 18 MARCH, 2019 17
FACILITATING INVESTMENTS TO SWEDEN BY
Global reach
Regional cooperation
Team Sweden collaboration
EVERYONE IS IMPORTANT – WE DEPEND ON COOPERATION
BUSINESS SWEDEN 18 MARCH, 2019 18
STRONG NETWORK OF INVESTMENT PROMOTION PARTNERS
COOPERATION AGREEMENT
Political mandate
Sufficient resources
Capacity & competence
ACCESS TO
International network
Business Sweden’s logo
Evaluation and CRM system
(confidential)
OUR COMMON WORK
Support in building the regional value
proposition, other activities
Specific investment processes
Coordinating RFIs and investor visit/inquiries
Invest in Gävleborg
Invest Stockholm
Region Jönköping
Business Blekinge
Invest in Skåne
Business Region
Göteborg
Position Väst
Business Värmland
Invest in Dalarna
Business Region
Midsweden
Invest in Norrbotten
High Coast Invest
Örebro Business
Region
Business Region
Skaraborg
Business Region
Borås
BUSINESS SWEDEN 18 MARCH, 2019 19
FRANCISCA HERODES
Head of Investment Cooperation
Investment Promotion
Business Sweden,
Box 240,
SE-101 24 Stockholm, Sweden
Visit:
World Trade Center, Klarabergsviadukten 70
M +46 70 307 95 26
www.business-sweden.se