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COLUMN / foCuS finlAnd Column birth to a new breed recently ran in to the CEO of Wetend Technologies. His company produces technology that reduces the amount of chemicals used in pulp manufacturing by as much as 90 per cent. The lower water and energy consumption and reduced carbon dioxide emissions also generate savings. In other words, brilliant environmental technology! In recent years, this company has grown particularly in China and Japan. According to the CEO, the company's success is based on knowledge of the local markets and people. In fact, cultural literacy is essential for every player in the global economy from the SMEs to the mega-companies. In this respect, Finnish companies may have a certain competitive edge. We have had to venture out from our small linguistic and cultural circle and become adept in foreign languages, for example. Learning languages starts in front of the TV because foreign-sourced TV programmes are not dubbed in Finland. Children learn the basics of three or four languages in school. And an increasing number of high school and university students are going abroad to study. Finland has a good image internationally at the moment. The nation's educational system, advanced technology, nature and environmental awareness are respected. I hear about these things almost daily in my travels around the world. So, Finland appears to have what it will take to tackle future challenges. The efficient use of resources is becoming an even stronger driver of industrial production and services. Our globe simply cannot sustain the squandering of resources that the careless use of natural resources has led to. A dramatic turnaround will take place within the next ten years and will create entirely new standards for materials and energy efficiency. Investments in green technology over the next decade have been calculated at EUR 2 trillion. Hopefully Finland will find its place in this rebuilding work. We have the prerequisites and a good foundation of know-how for it. My guess is that a new breed of Nokia will emerge from the companies working on these challenges. Z i { A dramatic turnaround will take place within the next ten years. Markku Wilenius The author heads the strategy unit of Europe's biggest insurance company, Allianz, and is a professor at the Turku School of Economics, Finland Futures Research Centre. 11
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