Roland Berger

The trend towards moving company”is already in full swing. Jonathan Schwartz, Chief of the US group of Sun Microsystems, plans to loosen his personal Office. Once he works out from home, times he uses a cafe, once he is in the company. So, Schwartz demonstrates how knowledge work in the future. The working style is nomadic, there is no place where he spends 70 percent of his time. Medium, Skype is the understanding, the Internet videophone, which is free of charge for everyone. Tools that accompany him everywhere: BlackBerry and laptop.

These devices replace the complete infrastructure of the stationary Office. A large part of the According to communications he served demand by means of an Internet diary. Here Schwartz calling almost daily with entries to Word that he writes primarily for its customers”, white trend letter editor-in-Chief Axel Gloger. On a good day, his blog can reach approximately 50,000 readers. For the success of understanding it can’t on vitality and frequency, on physical presence. The nomadic work style of Schwartz also has a positive side effect for the environment: the number of travel days has drastically reduced.

Schwartz previously per month 15 days on the road. Today, there are less than six days. Elements of this practice can be found in the entire company. 17,000 employees participate in the open-work programme ‘ part. Users of this work style calls little, make no appointments and reduce the number of physical meetings. The employee can choose place of work, working hours and work equipment”, performs Gloger. A sector will most benefit according to a business week report from this development in the next 20 years to the “develop the biggest engine of growth: the creative industries”: include about architecture and design, book and publishing software. According to calculations by the United Nations Conference on trade and development, the creative industries has increased its global sales of $ 831 billion in 2000 within five years to 1.3 trillion. The European Commission ranks among the most successful European economy fields. “And the experts agree: the annual contribution of the creative industries to the gross domestic product will rise further in the coming years from currently seven to ten percent”, so the economic week. Countries like Britain have already responded to this change and formed a creative industries task force. Since then, the Ministry of culture promotes the music industry, the Ministry of Economic Affairs advises the creative economy enterprises and the Ministry of education anchored appropriate content in the curriculum. The results speak for themselves: the creative economy is growing in the UK twice fast as the economy as a whole”, writes the economic week. Germany, however, lagging behind once again. Our leaders continue to believe, to create new jobs with industrial settlements. This applies perhaps even for specialists in machine and plant construction. It is but fundamentally wrong to look at the world from the point of view of mass production. That does not take place in Germany”, says IT expert Udo Nadolski, Managing Director of Harvey Nash in Dusseldorf. “The US economist Richard Florida has in his bestseller the rise of the creative class” in the year 2004 the term of the creative economy “has coined. He was able to show that economic strong regions attract especially creative people and vice versa: who binds intellectual workers such as architects, engineers, scientists and artists, in itself, is also economically successful. In Germany, according to a study of the management consultancy Roland Berger, which concerns in particular the conurbations of Munich, Stuttgart and Hamburg.

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