*{Geneva Business Dialogue Conference Report 

23 - 24 September 1998 

The way back to sustainable growth [http://www.iccwbo.org/home/conferences/reports/geneva_business_dialogue/back_to_sustainable_growth.asp]}

The case for resisting protectionism and pressing ahead with trade liberalization was put by Renato Ruggiero, Director General of the World Trade Organization, at the first plenary session, entitled "Globalization:       managing the irresistible".
He said that maintaining the effectiveness and momentum of the rules-based trading system could contribute, not only to stopping the current financial crisis from widening and deepening, but to returning the world to the path of sustainable growth.
"Protectionism would be a tragic mistake," Mr Ruggiero said. With so many economies dependent on each other, no country had an interest in closing off markets or building walls against technology and productive investment. 

*partie=titre Need to enlarge WTO *partie=nil

At the same time, he said the WTO must press forward with its programme of mutually agreed rules embracing more and more countries. "We have to redouble our efforts to advance current negotiations with the 32 candidates who want to join the WTO. They include giants such as China, Russia and Ukraine; ex-Soviet republics in the Baltic and Central Asia; Saudi Arabia and Chinese Taipei." 
Niall FitzGerald, Chairman of Unilever, UK, argued: "Managing globalization is not about managing a homogeneous whole. It is about managing diversity." He said the "explosion of individualism" was more important for companies than globalization: "There is no global consumer."
He added: "The recent months of economic upheaval have shown that a more economically interdependent world does not just mean shared benefits, it also means shared pain which — in turn — requires shared responsibility." 
Reflecting on the role business needs to play in an integrated global economy, Mr FitzGerald added: "It’s no good simply asserting that free and open trade is a ‘good thing’. We have to make the case and demonstrate the     benefits."
Heinrich von Pierer, President and CEO of Siemens, argued: "The information super-highway provides new and unique opportunities for national economies, companies and individuals alike. Products, services, knowledge and human resources are offered now on a truly global basis. In our own company, colleagues in India, the United States and Germany can work together in cyberspace around the clock jointly on one project. Soon there will be no more geographic and time constraints."
He said: "Modern infrastructures will help us master the enormous global challenges of the 21st century*{…} Research, development and production activities are now being distributed in global, value-added chains. These technology transfers are steadily reducing the gap between industrial and developing countries."

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