“These days, it’s no longer enough to simply be well-positioned”
In its recently adopted economic strategy , the city of Winterthur is placing a targeted focus on smart engineering and cleantech—and aims to make its strengths even more visible in the future. Bettina Furrer, Director of the Office of Urban Development, explains in an interview why a strong starting position alone is no longer enough and how the city and House of Winterthur (HoW) are working together on their positioning.
Bettina Furrer heads the Office of Urban Development for the City of Winterthur.
The strategy places a clear focus on smart engineering and cleantech. What makes Winterthur unique in these areas, and why is being “well-positioned” no longer enough today?
Bettina Furrer: Winterthur has strong foundations: a long industrial tradition, innovative companies, a high-performing university hub with the ZHAW, and a well-educated workforce. Especially in the fields of smart engineering and cleantech, industrial expertise, research, and practical application converge here. These strengths hold great potential. However, they do not automatically ensure that Winterthur will remain among the leading business locations in the future. Other locations are investing strategically in their positioning and developing dynamically. That is why it is no longer enough today to simply be well-positioned. We must systematically build on our strengths, make them more visible, and establish a clear profile. The economic strategy sets the direction for this and helps to position Winterthur more strongly as a hub for innovation and technology.
House of Winterthur is listed as the lead organization for several initiatives, such as business attraction, startup management, and innovation marketing. How do you see the division of responsibilities between the city and HoW in terms of implementation?
The roles of the city and House of Winterthur complement each other well and are clearly defined. The city creates the framework for economic development—for example, through the development of employment zones, strategic location planning, efficient processes, and economic monitoring. House of Winterthur takes on important operational tasks at the interface with the business community. These include location marketing, support for startups, the brokerage of land and real estate, and active promotion of business relocation. The focus is on attracting new companies and investments, as well as supporting the business relocation process. It is crucial that all stakeholders contribute their respective strengths and implement the economic strategy together.
Is there one aspect of the new economic strategy that you personally believe in—that you think will work?
Yes. I’m particularly convinced that the strategy doesn’t rely on a single measure but brings together various levers. Clear positioning, stronger networking among stakeholders, and service-oriented support for businesses complement one another. Often, it’s precisely these factors—good networking, short communication channels, and clear points of contact—that make all the difference for businesses.
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