There has been a determined push among now to focus on new areas of expertise: finance economics

There has been a determined push among now to focus on new areas of expertise: finance, economics, publishing, politics, teaching, marketing and technology. The Italians are determined to apply their old skills to new areas. Alessi, the design company, has developed from a metallurgical and mechanical industry into one of the key factories of Italian design. Alessi was a pioneer in transforming household objects into little pieces of art.NORWAY: FROM NATURE TO SCIENCESTOKKENorway has traditionally been famous for produce such as sardines and Jarlsberg cheese, or Helly Hansen wet-weather gear.

However, during the last few years, Norway has been transformed from a natural resource-based economy to a knowledge society. Norwegian companies now work to develop cost-effective, environmentally sound and technologically advanced solutions. Joint ventures with foreign companies has promoted the development of new areas of national expertise, including software and communications technology, space-related industries and biotechnology. Stokke, the furniture design company, has revolutionised how children experience life around the dining table with its Tripp Trapp chair, marrying functional design with a philosophy based on human well-being.GERMANY: FROM EFFICIENCY TO HOPE AIR BERLINRecent years have seen a decline of trust in traditional German values.

Germans are now looking for brands that offer new certainties, and some kind of hope. Air Berlin is a classic example of a brand using redefined German values to become a potent, future-facing symbol for a people looking for confidence. It has refused to accept the traditional equations that high-quality air travel equals high prices, and low prices means little or no service. Led by one of the most energetic and determined individuals in German business, Joachim Hunold, it offers exceptional standards of customer care, which is reflected in its pricing system. It is also an enlightened employer, as demonstrated by the high number of women in leading positions.THE NETHERLANDS: FROM CALVINISM TO SELF-EXPRESSIONHANS BRINKER BUDGET HOTELThe Dutch natural inclination is to be slightly underdressed: casual Friday in the Netherlands will find everyone wearing the same gear, determined not to draw attention to themselves Equality is no longer seen as the greatest good. Being different is not something to be scared of, as long as there is mutual respect.

The Hans Brinker Budget Hotel shows the way that Dutch brands are now beginning to express themselves. While still capitalising on an old Dutch virtue of thriftiness, the tone is aggressive, loud and brash.GREECE: FROM THE ANCIENT TO THE CUTTING EDGE KORRES The Greeks are often perceived to be disorganised and chaotic Maybe it’s the plate smashing. But over recent years there is evidence to suggest that this perception isn’t wholly fair Greeks are burning the midnight oil. According to Eurostat’s 2003 “Living Conditions in Europe”, Greeks lead the EU in percentage of people that work more than 48 hours per week.Coming out of nowhere five years ago, Korres looked at the abundant herbs, oils and fruits that are indigenous to Greece and bet that there was a market for natural cosmetics. Using stylish design and packaging, that wager has paid off, as Korres premium products have created a new category in Greece. The company also has outlets in Paris and London, and distribution across the US.SWEDEN: FROM INTROVERT TO EXTROVERT SBABThe history of Sweden is a history of battling against the climate, the cold and the dark, against the barren grounds and deep forests.

This made them hard workers for whom free time was for rest rather than for social exchange. Spontaneous meetings were rare and there was no tradition of pubs or caf? This has led to a shyness and reserved nature. The Swedish term Jantelagen is the unspoken rule that will strike if you overly assert yourself or get boastful. The hard-working Swedes are now being replaced by a generation of self-confident, expressive, creative, nonconformist youngsters.