Founding the market leader in Upper Lusatia
Around 6,000 experts from science, business, politics and culture met at the Economic Forum in Karpacz to exchange visions of the Europe of the future. Marketing expert sees opportunities for Upper Lusatia thanks to digitalization.
In the first week of September 2025, approximately 6,000 European, Asian, and American experts from the fields of academia, business, politics, and culture to discuss solutions under the theme “A Time of Change—What Will the Europe of the Future Look Like?”
More than 400 presentations, discussion panels, workshops, round tables, and plenary sessions explored solutions in the fields of economics, science and education, healthcare, security, food safety, international politics, opportunities in Lower Silesia, investment, sustainable development and resilience, AI and technology, as well as regional and sectoral structural policy.
Professor Clemens Renker from the Faculty of Business Administration and Engineering Management was invited as the keynote speaker to discuss the topic “Brand as Value: How to Build Strong and Authentic Brands in the Digital Era?”
Moderated by Daria Widerowska, Creative Owner, the panel also featured the following speakers: Andrzej Stec, Editor-in-Chief, Bankier.pl, Michał Fertała, board member at Lidl Polska; Krzysztof Przybył, president of the board at Fundacja Polskiego Godła Promocyjnego Teraz Polska; Anna Kamińska, board member at Grupa PSB Handel; and Radosław Groblewski, president of the board at WARS.
Instead of lamenting the darkness of an emerging multipolar world, we should light a candle and enhance our own capabilities.
”Professor Renker emphasized that Europe has sufficient universities, skilled people, and resources to achieve this. He promoted the expertise available in Upper Lusatia by highlighting the new “European Business” degree programme at the Zittau/Görlitz University of Applied Sciences. Thanks to digital opportunities, young people in Upper Lusatia, too, can start companies offering high-value-added services and grow them into “hidden champions.” The new currency is “attention.” Digitalization is the driving force behind building an authentic, valuable brand for the global market—even as a one-person business—right from a village.
A summary of the lecture "Brand as a Value: How to Build Strong and Authentic Brands in the Digital Era?" by Professor Clemens Renker, who has himself designed several, sometimes market-leading brands in the respective industry in his professional career, can be found in German and English on the faculty website.
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