2005/11/09

Prof. Dr.-Ing. Hans-Jörg Bullinger – President of the Fraunhofer Society (FhG)

“Germany – Land of Ideas” emphasises an important strength of Germany and reflects substantial German qualities.

Qualities such as inventiveness, creative fervour, visionary thinking and achievements in science and commerce have helped us consolidate the “Made in Germany” brand worldwide and have contributed to the high esteem that Germany enjoys in the world.

An image campaign such as “Germany – Land of Ideas” pulls the right switches in communicating these strengths to a broad, international target group. It depicts an excellent image of Germany and the people who characterise this country.


1As President of the Fraunhofer Society, you are highly familiar with the German and international research landscape. How do you view Germany’s potential as a centre for science?

The most important location factor is well-trained specialists. We still have huge potential when it comes to highly qualified junior staff. If we offer them the same career and development opportunities as is the norm internationally, then they will stay in the country and contribute to reviving our economy. Another important location factor is the infrastructure, which is both technically and organisationally excellent. Everyone returning from other countries appreciates that everything functions here. We have an excellent, wide-ranging research landscape. We still have excellent technological capabilities, even if there are cracks in the foundations. Our principle task, therefore, is to make the most of our existing potential and to concentrate on key areas. In addition to the weaknesses we also have, of course, strengths that we must use. For example, we can very quickly bundle capacities in clusters and thus generate the necessary critical mass to specifically tackle key areas.


What sort of impetus do you expect from the “Germany – Land of Ideas” initiative for Germany as a centre for science?

The focus is of course on promoting Germany’s strengths abroad. Nevertheless, I hope that the campaign will also create new impetus among the wider population here in Germany. When looking back, it should have generated an enthusiasm and openness for new ideas so that Germany’s strengths can also be maintained and developed in future through daringness and optimism.


The initiative seeks to communicate a positive image of Germany abroad. In your opinion, which German characteristics should define this image of Germany?

We should draw on the characteristics that are decisive for tackling future challenges. We need a creative, innovative society that is interested in technology and open to new ideas.

If we combine creativity with outstanding technical achievement and considerable quality awareness, then people abroad will also talk of German virtues in future.