PG as a brand: strengthening international business cooperation in the context of Partnering in Business with Germany

On 29 and 30 January 2025, the annual meeting with the Business Development Centres (BDCs) took place in Bonn. The focus was on the crucial role of the BDCs as multipliers of the programme and on further developing Partnering in Business with Germany, one of the German Federal Government’s instruments of foreign trade and investment promotion, as a brand. Representatives of the competent division in the Federal Ministry for Economic Affairs and Climate Action (BMWK), the Gesellschaft für Internationale Zusammenarbeit (GIZ) and the BDCs discussed strategies to raise awareness amongst German companies and strengthen international business cooperation.

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Germany is one of the leading exporters in the world. In order to safeguard and expand this position, the Federal Government seeks to stabilise bilateral economic relations, open up new markets and foster the internationalisation of small and medium-sized enterprises (SMEs).

Ulrich Niemann, head of the division responsible for the programme in the Federal Ministry for Economic Affairs and Climate Action, said: “Partnering in Business with Germany is a successful instrument to promote foreign trade and investment. Together, we have made great efforts to modernise the parameters of the programme – and now we need to strengthen cooperation and make use of synergies with other foreign trade and investment promotion instruments. Furthermore, we encourage additional countries with a great cooperation potential to join the programme, thus supporting German enterprises in their internationalisation efforts.”

Subsequently, marketing expert Sven Giebler presented the principles of successful branding: consistent communication, active participation, shared values and continuous further development. These principles are an integral part of the Partnering in Business with Germany programme.

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Official meeting in Bonn: Representatives of 17 BDCs, BMWK and GIZ met in Bonn on 29-30 January for an intensive dialogue on key topics ©GIZ

BDCs as embassadors of the brand

The BDCs play a crucial role for Partnering in Business with Germany as multipliers of the brand. They bring German companies together with foreign partners via their networks. The participants of the two-day meeting discussed how to make the brand better known and what tools are available for this purpose. The toolbox of Partnering in Business with Germany has met with a great response. It became clear that all the marketing products and instruments – ranging from the new promotion video and a uniform appearance to the PG Connect digital platform – complement each other and faciliate the acquisition of interested German companies. The PG Connect platform provides information about participating foreign companies for German firms, which can also express their interest in cooperation on the platform.

Around 1,800 German companies participate in the programme each year – two-thirds thereof being SMEs. Facilitating new business partnerships in a targeted manner, the programme lastingly strengthens Germany as a centre for trade and investment.

Ulrich Niemann, Head of the division responsible for the Partnering in Business with Germany programme in the Federal Ministry for Economic Affairs and Climate Action, opens the meeting ©GIZ

Ulrich Niemann, head of the division responsible for the Partnering in Business with Germany programme in the Federal Ministry for Economic Affairs and Climate Action, in an interview:

What successes and milestones did the programme achieve last year?

The programme was further developed in strategic terms: the visibility and positioning of Partnering in Business with Germany as the Ministry’s foreign trade and investment promotion tool has been strengthened perceptibly. In this context, the launch of a revised website for specific target groups serves as key instrument for the new programme design.

The website directly addresses German companies which are interested in entering new markets in the programme’s partner countries. Companies wishing to contact foreign firms can register with Partnering in Business with Germany via the PG Connect platform.

Furthermore, the group of participating countries has been extended to include, for example, Türkiye since September 2024. We are thus also supporting the Federal Government’s aim to diversify foreign trade.

What are the major changes in the programme’s format, and how can both German and foreign companies benefit from them?

The stay of foreign business executives in Germany has been extended from two to three weeks. The participants thus gain deeper insights in the German business culture and have more possibilities to establish robust cooperation. In addition, the programme is being expanded at the regional level with the aim to better integrate local enterprises.

A wide range of target group-specific materials strengthens the brand image ©GIZ

The BDCs are crucial for the successful implementation of the programme. What do you expect from the BDCs and their networks?

The Business Development Centres play a key role for the realisation of the programme. They are the link between foreign managers and German companies. We want them to expand their networks in a targeted manner – especially by means of cooperation with chambers and sectoral associations which are specialised in individual partner countries. In light of these further developments, Partnering in Business with Germany continues to be a central instrument of Germany’s promotion of trade and investment – for a strong and interlinked economy.