1. Marc Luyckx Ghisi "Vision 2020" April 3, 2003 1 Why is sustainability an asset in the knowledge society? Riga, April 3, 2002. Marc LUYCKX GHISI Director of « Vision 2020 » Belgium

2. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 2 European Union in 2010  Council of Lisbon (2000) “EU= The most competitive Knowledge society in 2010, but sustainable and inclusive”.  Agriculture from 87% to 4%+ more output  Industry from 50% to 10%?+ more output  Knowledge from 0% to 70%?  KNOWLEDGE SOCIETY more than ICT

3. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 3 Knowledge society is a Post capitalist society 1.Power is increasingly linked to knowledge as knowledge is more important than capital 2.Quality of knowledge is more important than quantity. Progress becomes more qualitative than quantitative. 3.Knowledge is increased only by sharing. This is an inclusive logic. (love). 4.Thus crucial importance of being in a good network. See Verna ALLEE.

4. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 4 Consequences for the business  90 % of the Business leaders try to stick to the old industrial strategies:  More capital + advanced technology  10% of the Business leaders change their strategy:  Capital+ Technology.+human creativity  Enterprise in Network :win-win strategies  Personnel is not a cost but the key asset  Only those 10% have survived the dot.com crash: Example: CISCO

5. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 5 Toward “human capital”  management shifts 180° towards human centerdness  Increasing human capital, more human- centred, gender & culture-centred  the “human” aims of the enterprise towards society at large are becoming more important : reputation & BRAND  Ex: “ASCII” which runs “europa.eu.int”

6. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 6 Business & society : A new relation  Industrial objects are “tangibles” & ethically neutral.  Knowledge is always linked to a meaning.  Producing knowledge thus implies a meaning and a business reputation = an “intangible”

7. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 7 Intangible assets ?  Stock exchange measurements are still looking at financial “tangible” assets (quantitative) but they increasingly look at “intangible” assets (qualitative).  Today a company is measured more and more by its intangible assets.  Example: “Men’s Wear” USA. & “World Business Academy”.

8. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 8 Sustainability as KEY “intangible” !  There are a lot of intangibles = know how, reputation, trust, link with personnel, with clients, with stakeholders, with community and neighbourhood…  The main intangibles could become sustainability and social inclusion !  Lisbon Council has thus done the right choices: KS+ sustainability + inclusion!  Example: “Interface” becoming 90% sustainable. (Ray Anderson: “Mid Course correction” 1998. www.chelseagreen.com www.chelseagreen.com

9. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 9 Challenges for Hungary?  This shift towards the post-industrial society is not easy.  Will the successful industrial countries shift first ?  Or will other countires “leapfrog” first?  What will Hungary do? Go industrial or go post-industrial in the Knowledge society? (New conversation: China?)

10. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 10 Challenges for Hungarian Business?  Administrations and politicians are slow to understand and adapt to the change.  Business is sometimes more quick to grasp the changes and to adpat. They are more directly in contact with reality.  Hungarian business has perhaps a crucial role in warning politicians and showing the way forward?

11. April 2004Marc Luyckx Ghisi « Vision 2020 » Brussels 11 Conclusion: Hungary in the E.U.?  Will Hungary try to catch up with the rich “industrial” members of the Union?  Or will Hungary, with the help of the business, try to become an “avant garde” in the Knowledge society?  This scenario could be a win-win strategy for Hungary and for the Union.