11 resultados para international branding strategy

em Archive of European Integration


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This  background  brief  looks  into  the  new  research  and  innovation  strategy  introduced  by  the  European  Union  embodied in the Horizon 2020 funding programme. It focuses  on the  prospect  for  international  collaboration  in  Horizon  2020, and presents a roadmap for both European institutions  and  those  from  key  third  countries  to  get  ready  for  the  opportunities provided by this funding instrument to embark  on interesting research and innovation. The brief begins by  outlining the efforts by the EU to address issues of economic  competitiveness with a new growth strategy Europe 2020 in  response to the enormous challenges faced by Europe in the  midst of the debt  crisis. It looks at the introduction of the  Innovation Union  as  a  Europe 2020  initiative,  and  explains  how the  new  financial  instrument,  Horizon  2020,  may  be  used to support the primary goals   of more jobs, improved  lives,  better  society  and  the  global  competitiveness  of  Europe.  The  brief  also  outlines  the  major  differences  of  Horizon 2020 from the previous framework programmes, and  recommends close collaboration between the European and  the key third countries. The brief also proposes general and  priority‐specific  strategies  for  national  research  councils,  universities  and  research  institution  to  get  ready  to  participate in the Horizon 2020 programme.  

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Germany is one of the eight EU member states which participate in the EU Strategy for the Baltic Sea Region along with Denmark, Estonia, Finland, Latvia, Lithuania, Poland and Sweden. Germany had a positive approach to the EUSBSR strategy (see Appendix 1) right from planning stage. This project contributed to the continuation of Germany’s co-operation with the countries in this region, which has been conducted since the mid 1980s mainly by German federal states. Germany is playing a major role as part of this strategy because it is the coordinator of its three priority areas.However, the German federal government sees the EUSBSR as a project to be implemented at the level of federal states. This has been proven by the great activity of three German federal states participating in the strategy (Hamburg, Mecklenburg-Vorpommern and Schleswig-Holstein) and at the same time the low level of engagement from the Bundestag, the federal government and expert circles. Furthermore, federal states more often formulate evaluations of the effects of co-operation achieved so far as part of the EUSBSR. Still, the relatively low level of Berlin’s engagement does not mean that it is not interested in co-operation in the Baltic region as such. Germany actively participates in the work of such bodies as the Council of the Baltic Sea States or the Baltic Marine Environment Protection Commission (HELCOM). All German entities engaged in the strategy make its future attractiveness and the success of individual projects as part of it dependent on including Russia in the EUSBSR. As long as Germany has the opportunity of regional co-operation with Russia at other forums (for example, the Council of the Baltic Sea States), it is unlikely to become more engaged in developing the strategy and enhancing co-operation as part of this project.

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The nomination on 21 March of deputy prime minister Dmitri Rogozin to the newly created post of the Russian president’s special representative for Transnistria and to the post of co-chairman of the Russian-Moldovan intergovernmental committee demonstrates the Kremlin’s increased interest in Moldova, and may be a sign of a change in Russia’s strategy towards this country. Other developments which may suggest a revival of Russia’s policy towards Moldova include the appointment on 5 April of Farit Mukhametshin as Russia’s new ambassador in Chisinau. Mukhametshin is a high-ranking official who had previously headed the Federal Agency for the Commonwealth of Independent States, Compatriots Living Abroad and International Humanitarian Cooperation (Rossotrudnichestvo), which is one of the major instruments of Russia’s ‘soft power’ policy towards the post-Soviet states. The Kremlin’s growing interest in Moldova has further been confirmed by an unprecedented visit by Russia’s defence minister Anatoly Serdyukov to Transnistria on 12 April, and a two-day visit by Dmitri Rogozin to Chisinau and Tiraspol on 16–17 April.

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Summary. Europe’s eco-innovation strategy fuses industrial, energy and environmental policy together in a concept for sustainable economic growth in the 21st century. The latest debate about high energy prices and their impact on energy-intensive industry shows, however, that the emphasis among the three policies has shifted over the years. Some adjustments are therefore necessary in order to reduce evolving inconsistencies. This Policy Brief describes the different dimensions of the EU’s industrial policy, and assesses the options available to policy-makers to increase the competitiveness of energy-intensive sectors without compromising the eco-innovation and sustainability agenda. If several key principles of the European sustainability agenda remain unchanged, strategic development is possible.

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Summary. Energy saving has been a stated policy objective of the EU since the 1970s. Presently, the 2020 target is a 20% reduction of EU energy consumption in comparison with current projections for 2020. This is one of the headline targets of the European Energy Strategy 2020 but efforts to achieve it remain slow and insufficient. The aim of this paper is to understand why this is happening. Firstly, this paper examines the reasons why public measures promoting energy efficiency are needed and what form these measures should optimally take (§ 1). Fortunately, over the last 20 years, much research has been done into the famous ‘energy efficiency gap’ (or ‘the energy efficiency paradox’), even if more remains to be done. Multiple explanations have been given: market failures, modelling flaws and behavioural obstacles. Each encompasses many complex aspects. Several types of instruments can be adopted to encourage energy efficiency: measures guaranteeing the correct pricing of energy are preferred, followed by taxes or tradable white certificates which in turn are preferred to standards or subsidies. Information programmes are also necessary. Secondly, the paper analyzes the evolution of the different programmes from 2000 onwards (§ 2). This reveals the extreme complexity of the subject. It deals with quite diverse topics: buildings, appliances, public sector, industry and transport. The market for energy efficiency is as diffuse as energy consumption patterns themselves. It is composed of many market actors who demand more efficient provision of energy services, and that suppliers of the necessary goods and know-how deliver this greater efficiency. Consumers in this market include individuals, businesses and governments, and market activities cover all energy-consuming sectors of the economy. Additionally, energy efficiency is the perfect example of a shared competence between the EU and the Member States. Lastly, the legal framework has steadily increased in complexity, and despite the successive energy efficiency programmes used to build this framework, it has become clear that the gap between the target and the results remains. The paper then examines whether the 2012/27/EU Directive adopted to improve the situation could bring better results. It briefly describes the content of this framework Directive, which accompanies and implements the latest energy efficiency programme (§ 3). Although the Directive is technically complex and maintains nonbinding energy efficiency targets, it certainly represents an improvement in several aspects. However, it is also saddled with a multiplicity of exemption clauses and interpretative documents (with no binding value) which weaken its provisions. Furthermore, alone, it will allow the achievement of only about 17.7% of final energy savings by 2020. The implementation process, which is essential, also remains fairly weak. The paper also gives a glimpse of the various EU instruments for financing energy efficiency projects (§ 4). Though useful, they do not indicate a strong priority. Fourthly, the paper tries to analyze the EU’s limited progress so far and gather a few suggestions for improvement. One thing seems to remain useful: targets which can be defined in various ways (§ 5). Basically, all this indicates that the EU energy efficiency strategy has so far failed to reach its targets, lacks coherence and remains ambiguous. In the new Commission’s proposals of 22 January 2014 – intended to define a new climate/energy package in the period from 2020 to 2030 – the approach to energy efficiency remains unclear. This is regrettable. Energy efficiency is the only instrument which allows the EU to reach simultaneously its three targets: sustainability, competitiveness and security. The final conclusion appears thus paradoxical. On the one hand, all existing studies indicate that the decarbonization of the EU economy will be absolutely impossible without some very serious improvements in energy efficiency. On the other hand, in reality energy efficiency has always been treated as a second zone priority. It is imperative to eliminate this contradiction.

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Summary. For more than two decades, the development of renewable energy sources (RES) has been an important aim of EU energy policy. It accelerated with the adoption of a 1997 White Paper and the setting a decade later of a 20% renewable energy target, to be reached by 2020. The EU counts on renewable energy for multiple purposes: to diversify its energy supply; to increase its security of supply; and to create new industries, jobs, economic growth and export opportunities, while at the same time reducing greenhouse gas (GHG) emissions. Many expectations rest on its development. Fossil fuels have been critical to the development of industrial nations, including EU Member States, which are now deeply reliant upon coal, oil and gas for nearly every aspect of their existence. Faced with some hard truths, however, the Member States have begun to shelve fossil fuel. These hard truths are as follows: firstly, fossil fuels are a finite resource, sometimes difficult to extract. This means that, at some point, fossil fuels are going to be more difficult to access in Europe or too expensive to use.1 The problem is that you cannot just stop using fossil fuels when they become too expensive; the existing infrastructure is profoundly reliant on fossil fuels. It is thus almost normal that a fierce resistance to change exists. Secondly, fossil fuels contribute to climate change. They emit GHG, which contribute greatly to climate change. As a consequence, their use needs to be drastically reduced. Thirdly, Member States are currently suffering a decline in their own fossil fuel production. This increases their dependence on increasingly costly fossil fuel imports from increasingly unstable countries. This problem is compounded by global developments: the growing share of emerging economies in global energy demand (in particular China and India but also the Middle East) and the development of unconventional oil and gas production in the United States. All these elements endanger the competitiveness of Member States’ economies and their security of supply. Therefore, new indigenous sources of energy and a diversification of energy suppliers and routes to convey energy need to be found. To solve all these challenges, in 2008 the EU put in place a strategy based on three objectives: sustainability (reduction of GHG), competitiveness and security of supply. The adoption of a renewable energy policy was considered essential for reaching these three strategic objectives. The adoption of the 20% renewable energy target has undeniably had a positive effect in the EU on the growth in renewables, with the result that renewable energy sources are steadily increasing their presence in the EU energy mix. They are now, it can be said, an integral part of the EU energy system. However, the necessity of reaching this 20% renewable energy target in 2020, combined with other circumstances, has also engendered in many Member States a certain number of difficulties, creating uncertainties for investors and postponing benefits for consumers. The electricity sector is the clearest example of this downside. Subsidies have become extremely abundant and vary from one Member State to another, compromising both fair competition and single market. Networks encountered many difficulties to develop and adapt. With technological progress these subsidies have also become quite excessive. The growing impact of renewable electricity fluctuations has made some traditional power plants unprofitable and created disincentives for new investments. The EU does clearly need to reassess its strategy. If it repeats the 2008 measures it will risk to provoke increased instability and costs.

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After years of unchallenged commercial domination of a sizeable portion of the EU's gas market, Gazprom is confronted with a statement of objections issued on 22 April by the EU Commission for abusing its dominant market position. The company was already prevented from going ahead with its South Stream project aimed at consolidating Gazprom's grip on Southeast Europe's markets by bypassing Ukraine – due to alleged non-compliance of intergovernmental agreements with the EU regulatory framework. Furthermore, it walked away from negotiations that could have allowed it to access more than 50% of the OPAL pipeline – an onshore branch of the offshore Russian German Nord Stream pipeline –, whilst its attempts to go downstream through the acquisition of European distribution and transmission operators, such as Wingas and DESFA, failed due to current political tensions and the risk of a negative Commission ruling on the operation. Does this mean that the Russian gas behemoth – so often portrayed as the energy arm of the Kremlin – is not so powerful after all? This Policy Brief aims to frame the erosion of Gazprom's power in a wider perspective, analysing its peculiar position at a time of transition, with the global gas business going from a sellers' to a buyers' market, and providing recommendations on how Europe should deal with it. It will be argued that Gazprom – despite still being affected by the Kremlin's political priorities – is moving towards more commercially sound behavior. The EU should profit from this evolution without being tempted by mercantilist options, and rather use the political momentum provided by the energy union to remove barriers to solidarity and to increase competition on the trading platforms.

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In its Communication on an Energy Union published in February 2015, the European Commission committed itself to “explore the full potential of liquefied natural gas (LNG), including as a back-up in crisis situations when insufficient gas is coming into Europe through the existing pipeline system” and to address the potential of gas storage in Europe by developing a comprehensive LNG and storage strategy by the end of 2015 or early in 2016. This is a comprehensible move in the current context. Geopolitical tensions between the EU and Russia explain the EU’s willingness to further diversify its supply sources of natural gas to reinforce its long-term energy security on the one hand, and to strengthen its ability to solve future crises on the other hand. Moreover, the current market dynamics could support diversification towards LNG. Increasing the flexibility of LNG trade, decreasing LNG prices and LNG charter rates and an apparent price convergence between the European and the Asia-Pacific LNG imports would all reinforce the economic viability of such a strategy. This Policy Brief makes three main points: • For the LNG and gas storage strategy to work, it needs to be embedded in the realities of the natural gas market. • The key to a successful LNG strategy is to develop sufficient infrastructure. • The LNG strategy needs an innovation component.

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The EU’s effective multilateralism doctrine is hardly a defining characteristic of the international system of today. While established multilateral structures are far from reflective of the realities of the twenty-first century, multilateral practices remain dominant in most parts of the world. Multilateralism, however, carries a different meaning to different actors. Emerging powers have become increasingly assertive in promoting their own multilateral approach and now set the pace in international affairs. The EU remains, nonetheless, well-placed to respond to this challenge through a revision of its multilateral agenda.

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The ongoing consultation process on the European Union Global Strategy (EUGS) presents an occasion for the European Union (EU) to redress the European Security Strategy’s (ESS) shortcomings and update its stance on multilateralism. As rule-based multilateralism remains deeply entrenched in the Union’s DNA, the EUGS is unlikely to represent ground-breaking innovations as to how the EU should act in international affairs. The key challenge in respect of the EU’s multilateralism is twofold. The first challenge lies in setting out clear priorities for the EU’s multilateral action to be pursued collectively by the member states; and the second in determining the form of multilateralism that would best suit the promotion of the priorities concerned. In this collection of six essays, policy analysts and academics are presented with the question: Over a five year horizon, what do you think should be the focus of the EU’s multilateral agenda? The answers dwell on the EU playing a proactive role in relation to emerging powers especially China, and Latin America as a whole; furthering the EU’s soft power through ‘science diplomacy’; and EU leadership in building a global energy and climate community, and counter terrorism measures.