1. International
Controller Association
In this issue:
 ICV Statement
“Modern Budgeting”
 Plan the new year 2013 with
the ICV!
 Board’s Christmas Letter
ICV Bulletin | December 2012
Dear Readers!
Green-Controlling-Prize 2012 goes
to Hansgrohe SE The year’s end is a good time for changes.
Last year in December we did give you the
“Green Controlling - Green Profit - Green Future“ first issue of the ICV Bulletin. And this De-
cember—what has changed in the ICV?
On Thursday (November 29, 2012) Hansgrohe SE from
Schiltach in Black Forest has been awarded with the But don’t we change all the time? We do gain
Green-Controlling Prize of Péter Horváth’s Foundation new members all the time, not only indivi-
in collaboration with International Controller Association dual, but also company members. We organize
(ICV) for Controlling Solutions “Green Controlling - conferences and regional workshops — just to mention
Green Profit - Green Future“. Controlling Competence Stuttgart. Thanks to engaged
managers and good leaders there are new mem-
The 10,000 EUR prize was given for the second time ber countries in our Association! Milena Heim is
during the conference “10th Controlling Competence the Head of the Work Group England and Slavko
Stuttgart - CCS 2012”. Jury chairman Prof. Dr. Dr. h.c. Simic— Work Group Bosnia and Herzegovina. And
mult. Péter Horváth (Horváth AG, IPRI gGmbH, director other Work Groups work also very hard organizing
of ICV Ideenwerkstatt) handed the prize to Hansgrohe meetings and gaining new valuable members!
controller team in IBM forum Ehningen during the con-
ference “Controlling Competence Stuttgart – CCS And we planned at least as much interesting events for
2012”. the next year! In this issue we present two of them —
dedicated especially for the non-German speaking mem-
bers: the VII International Controller Congress in Poznań
and a new regional event:1st Congress of the ICV in
Barcelona. I am looking forward to seeing you all there!
You will also get to know a man with an interesting pas-
sion. You would never guess what Conrad Günther, the
Managing Director of the ICV does in his free time! Next
ICV Board Member in the series presenting the Board
with the tongue in cheek is Conrad Günther.
Much pleasure while reading!
I wish you a Merry Christmas and a happy New
Year full of successes! I keep the faith that the
next year will be even more prosperous and
The Green-Controlling Prize of Péter Horváth Founda- rewarding for all of you!
tion was given for the second time during the southern
German ICV conference “Controlling Competence
Stuttgart”. The ICV had already taken up the theme Yours
of “Green Costs” in 2009 in his Innovators Panel, the Dr. Adrianna Lewandowska
“Idea Workshop”. A White Paper has already been pub-
lished in end of 2010. In the meantime some ICV
Work Group works go on with this topic. Péter ICV Board Member
Horváth’s Foundation in collaboration with International
Controller Association (ICV) will promote the most inno-
vative and most effective "green" controlling solution.
www.controllerverein.com Controlling - Creating Future
Publisher: International Controller Association ICV | Poznań Office

2. ICV Bulletin | December 2012
Modern Budgeting…
Modern Budgeting … leads back to the core values of planning via an integrated
ICV Controller Statement conceptual approach which is linked to strategy, objectives
and management system. With this approach, budgets
The newest ICV Statement created by the members of should be implemented consistently, simply and above all
the Work Group “Modern Budgeting” is one of the flexibly, while still adhering to strategies. Modern Budgeting
achievements in year 2012. It has been also translated does not imply having to invent new tools or even concepts.
in English at once. You can download the whole State- Modern Budgeting comprises six recommendations to devise
ment on the ICV Homepage, For members only. Here we plans and budgets in two categories:
present only a fragment of this work.
Recommendations:
Management accountants and controllers are intensively  Simple: lean procedures; only concentrate on control-
involved in planning. They discuss the advantages and dis-
relevant content; only apply beneficial instruments and
advantages of certain planning methods and instruments,
methods; use only few entry values; find an optimum level
and regard planning as the most crucial tool to control enter- of detail; sometimes “top-down” is sufficient.
prises. As correct as that may be, one should never forget
that plans rarely unfold as intended for various reasons.  Flexible: Be open to change; sensitivities and scenarios;
This is to do with the nature of business and economics also relative goals based on benchmarks; (rolling) fore-
being evolutionary processes with an open outcome: casts; flexible and controlled (re-) distribution of resources.
 Certain events in the economy cannot really be fore-  Integrate: Strategy, planning, reporting and forecasts must
seen. Constant change, a plethora of influential factors be interwoven. Concrete objectives derive from one an-
and the sheer impossible task of predicting other. Partially couple budgets with systems for bonuses
and incentives. Don’t just pursue short-term objectives.
 certain information, such as decisions and purchases, do
not allow for exact forecasts. Foundations:
 In addition, new ideas, innovations and products are  Mapping the Organisation: concrete, unambiguous targets;
constantly being created. Some manage to take hold, oriented towards the overall objective; organisations must
others disappear. It is hard to predict which of those will find short and rapid decision-making channels.
remain.  Mapping the Value Chain: Understand your own supply
Under these circumstances, we can deduce that the benefit chain and business model. Objectives, bottlenecks and
of good planning is not being able to define what is going to restrictions determine planning.
happen in the future. That does not render planning super-  Clarifying and Communicating Intentions: Make objectives
fluous or useless, though. Plans are necessary to allocate and intentions clear and understandable; communicate the
and distribute resources (finances, capacities and staff) and plan’s core values and transform them equally on all lev-
to synchronise these resources within a budget. Resources els; delegate responsibility for implementation with prem-
are always in limited supply and many applications will com- ises and avoid top-down loops in setting objectives.
pete for access to them at the same time. Companies can
prepare well for the future by considering their options early.
They can gain a head start and will have mentally prepared
themselves for changes and new developments by the time
they occur. With that in mind, all companies are well-
advised to continue to intensify their efforts in planning and
budgeting, and to continuously develop and improve them.
There is of course no single patent type of planning for all
and sundry enterprises; planning is always company-
specific. It can, in fact must, differ from company to com-
pany. This is true even if two different companies are active
in the same sector and are of a similar size and type of or-
ganisation. In spite of that, there are several basic princi-
ples which should hold true for all businesses and should
represent these core values. These are the values dis-
cussed in Modern Budgeting.
Why „Modern Budgeting”?
One look at the companies which make up over 6,000 mem- hardly ever hold their own, and implementation of such ideas
bers of ICV, its pertinent analysis and empirical studies, would be highly questionable in the majority of companies.
proves that planning and budgeting remain the most impor- Hence, an adequate concept for problems that could be ap-
tant issues and instruments in controlling. Despite this im- plied in practice has been missing thus far.
portance, discussions continue to question the efficiency
and effectiveness of budgeting. The resulting criticism of The “Internationaler Controller Verein (ICV)”, an international
both planning and budgeting processes has become more association of controllers, therefore founded an expert work
intense due to ever changing business environments, above group in November 2007 with over 50 members active in
all through increasingly dynamic markets. research and consulting, with experience in a whole host of
The approaches to solutions that have developed from this industries and companies. In the last four years, the work
situation are only appropriate to a certain degree. On the group has developed a scientifically profound, consistent and
one hand, they do not represent a complete concept, but practical concept: “Modern Budgeting”.
merely provide key terms for a multitude of ideas and stru-
ments for making improvements. On the other hand, they A fragment of the Preface by Siegfried Gänßlen,
Chairman of the ICV
© International Controller Association ICV | Poznań Office

3. ICV Bulletin | December 2012
Plan the New Year 2013 with the International Controller Association!
What plans do you have for the New Year 2013? What will you change in your life? You have already determined your plans
for the next months for sure—not private, but also professional goals!. You want to develop yourself, perfect your skills, ob-
tain interesting experiences, enclose new friendships and acquaintances in your branch... You should definitely note down
events organized by the ICV. In this issue we present two of them: 1st Congress of the ICV in Spain and 7th CIA in Poland.
Barcelona, Spain Poznań, Poland
The core group of the ICV is proud to announce the 1st
Congress of the ICV that is organized together with ACCID What factors determine development and success
(Associació Catalana de Comptabilitat i Direcció) as organi- of your enterprise?
zation team. This Congress will take place on the 6th and
7th of June 2013 in the installations of the University UIC What new trends and solutions appear
(Universidad Internacional de Catalunya). The organization in the controller’s work?
team invited interesting speakers such as Mr. Karl-Heinz
Steinke, Corporate Controlling at Deutsche Lufthansa AG What experiences have other controllers and CFOs
and Mr. Dietmar Pascher, Partner and Trainer at Controller from all ICV member countries?
Akademie, just to name two of them. For further information
about the program and how to register, please contact
Maribel Fernandez of the German Chamber of Commerce in
Spain (maribel.fernandez@ahk.es).
The ICV (Internationaler Controller Verein) Work Group
Spain was founded in 2010 in order to expand the Control-
ling know-how in Spain. Within the ICV there is a core group
of 8 members who organize all activities.
This group meets once a month in the German Chamber of
Commerce in Spain and organizes different activities such
as monthly informal reunions or the so called Stammtisch, Poznań
which take place in the „heart“ of Barcelona. These reunions
are held with different speakers like professors of Universi-
ties, CFO´s, etc. who give lectures on subjects of actual VII International Controller Congress
importance. Up to twice a year the core group of the ICV Controlling Intelligence Adventure
assists in the organization of Breakfasts together with the “Increasing efficiency—new role of controllers”
company Ernst & Young. Furthermore, another important
event is the Controlling Seminar, that is organized twice a In seven years since its beginning in 2007 the Controlling
year for two days with different subjects, „Controlling – the Intelligence Adventure in Poznań, Poland has gained the
modern focus“ and „Sales Controlling“. reputation of the only international congress of the ICV. Next
year it takes place on April 18-19, 2013. It has also gained
many faithful participants who are there every time and is
still gaining new fans. English as a second conference lan-
guage, top quality technical knowledge, interesting speakers
from many countries and many reliable enterprises and ex-
perience exchange with new business contacts — all this
make the Congress an obligatory event for all controllers
This year´s highlight of the ICV agenda was the visit to the and chief financial officers as well as the managers who
winery Torres in Vilafranca del Penedés close to Barcelona want to improve the results of the company. For it’s neces-
in order to get to know how the Controlling department sary in the today’s world to search for new possibilities and
works. The family business, Torres, is the biggest winery in ways to improvement, it’s also necessary to lifelong learning
Catalunya with 1.300 ha of own vineyards, homesteads, — that’s why we invite you to participate in this interesting
wineries and wine stores in 140 countries, heading Spain. event!
The visit of the company was impressive, apart from the
Controlling subject, because of the whole fermentation proc- For more information contact: Anna Włodarczyk,
ess and the kind of investments in the infrastructure in order anna.wlodarczyk@icv.pl.
to maintain and protect the nature. The end of the visit in-
cluded a wine tasting with three wines of which each of What did the participants say about the last Congress?
them expressed its own character reflecting not only its fla-
vor but also its broth taken out of the wide variety of grapes “I wish such events to keep abreast of financial matters.”
and of course of the different kinds of barrels used. Mirosław Sekuła, Polish Vice-Minister of Finance
The ICV Spain year-end closure is generally celebrated with
a dinner for all members and non-members of the ICV- “Great controlling minds gathered together!”
group. This year especially, a Stammtisch was included Aleksander Socha, Business Controller, RAMIRENT S.A.
beforehand, discussing „Transfer prices“.
For more information about all activities and the ICV Spain,
you can find us on these homepages:
www.circulocontroller.com, www.controllerverein.com,
www.LinkedIn.com/groups/circuloCONTROLLER,
www.ahk.es
© International Controller Association ICV | Poznań Office

4. ICV Bulletin | December 2012
In this issue the caricature of the series presenting the
Members of the ICV Board with tongue in cheek. After
the Chairman Siegfried Gänβlen and Prof. Dr. Heimo
Losbichler it’s Conrad Günther’s turn. The others will
come in the following issues of the Bulletin. Do stay
tuned!
Your Bulletin Team—in the hope that the Board sense of
humor...
How to make the Controller happy?
By Hans-Peter Sander
ICV Press-Manager
Board Member of the CA Controller Akademie AG…
Managing Director of the International Controller Asso-
ciation ICV… Chairman of the publishing house for
Controlling Knowledge AG… Conrad Günther has been
an extremely effective association manager for more
than 20 years!
Conrad Günther is like an institution
Who in the German-speaking Controlling-community does
not know him? Conrad Günther is like an institution; all
thanks to his personality and his leading roles. One has met
him already at a seminar of the CA Controller Academy, at a
Controller Congress in Munich, during the event of the Inter-
national Controller Association (ICV) or at the meeting of the
International Group of Controlling (IGC). One can see the 53
-year-old also as a cello player at a concert, as well as with
his 3 children at a sport competition or at a school event,
and sometimes even on a safari in South Africa or on holi-
day in Florida. years he has been tirelessly, objectively and discreetly, but
very effectively offering his help to self help.
A quiet but powerful man
Always spreading the Controlling philosophy
He never put himself in the spotlight. He speaks thoughtfully
and clearly and when needed, also diplomatically. He is a Conrad Günther does work consistently on spreading the
careful and experienced organiser, who holds the strings Controlling philosophy of its pioneers - especially of Dr.
discreetly but firmly in his Albrecht Deyhle - who
hands. Conrad Günther is a For the future Controller it is necessary to from the beginning was
member of the Board of the oriented on the Controller
CA Controller Academy AG, take up and fulfill the role of a business part- image of business part-
the Managing Director of ner, which includes participation in a strategic ners, as it is practiced
the International Controller decison making. now by the ICV, the IGC
Association (ICV) and the and other Controlling
Chairman of the publishing institutions. Although the
house for Controlling Knowledge AG (VCW), which is re- perception of the Controller has changed in the public and
sponsible for the "Controller Magazine", which is also a me- the business view, and the amount of Controllers who meet
dium of the International Controller Association eV. the requirements increased, Conrad Günther claims that he
does not lose ground: Controllers must always go back to
International Controller Association has grown thinking about "rationality assurance", also as Manage-
with him since 1990! ment's business partners. He has recently said in an inter-
view:
When Conrad Günther became the head of Controller Asso-
ciation in 1990, he welcomed the 1,000th member. The fact "For the future Controller it is necessary to take up and fulfill
that ICV has now over 6,500 members and more than 80 the role of a business partner, which includes participation in
regional professional and working groups in 16 European a strategic decision making process. However, in my opin-
countries, is a result of his successful path as the Associa- ion Controllers need to be precise as if “counting
tion manager and a team player. Those who work with him, peas'“ (from German: peas counting = nitpicking). Otherwise
have already experienced that his attitude and the way of it might happen that there will be no peas, just apples and
thinking and behavior in everything he does is based on one pears thrown into the same pot" - The statement that could
sentence that is the main principle of the CA Controller not describe better the Controlling institution, Conrad Gün-
Academy : 'We want to make controllers happy'. For over 20 ther.
© International Controller Association ICV | Poznań Office

5. ICV Bulletin | December 2012
Board’s Christmas Letter We would also like to highly recommend you this year's state-
ment of ICV "Modern budgeting". A few weeks ago an expert
Gauting, December 2012 group of the same name has managed to publish an English
version of the statement. You can always obtain additional cop-
Dear executives and top performers at the ICV, dear ICV- ies through contacting our office.
members, We have also worked on a joint position paper of the ICV and
a year ago, we wrote that "tax in volatile times" would be the the IGC (International Group of Controlling) including the core
thematic focus of the ICV in 2012. When we look at our en- elements of controlling. The aim of the paper is to formulate
vironment, we must note that we have hit the bullseye with basis of controlling understanding developed by Albrecht Dey-
this subject. Volatility affects us not only with its content but hle and to determine a current status of the controller’s role as
also directly in our role as an organizer. We were able to policy position of ICV and IGC.
record an increase of the participants’ number at some of We were able to award the Otto Group with the Controller Price.
our events in 2012, but on the other hand we had to accept The Controlling Newcomer Award went to Sabine Rosegger of
even declines at some other events. Nevertheless, both our the University Joanneum in Kapfenberg. Green Controlling
Congress and all the regional meetings have been very suc- Price of Péter Horváth Foundation was given to the Hansgrohe.
cessful events, presenting valuable contents, and as always Worth mentioning is that the deadline for applications for the
supplying excellent platform for exchanging experiences Controller Price 2013 ends on January 25, 2013. The an-
within the controlling community. nouncement is available for the first time in English .
The ICV is very visible by its public events, nevertheless In November this year in Frankfurt we met within a "small" lead-
they only represent a part of our all club activities. We reaf- ership committee meeting of the ICV with the regional dele-
firm our belief that the Work Groups are the core of the ICV. gates to discuss about the activities in all regions and to net-
We also wish a lot of joy and success in the work of all work within the professional circle.
those being new to this position! This also relates to Milena
Heim and Slavko Simic, who are responsible for building Finally, we would like to congratulate the Controller Academy,
new Work Groups this year. from whom we derive the origin of ICV. The Academy has cele-
The fact that we no longer explicitly distinguish between the brated its 40th birthday in October this year.
German-speaking countries and all the "other" countries The study "Operations efficiency radar" which we have already
allows you realize that the internationalization process has carried out for the 4th time in cooperation with the consulting
taken another step at the ICV. Nevertheless, internationali- company Roland Berger is already leading us into the new
zation is an ongoing challenge and we are aware of the fact year. It is all about adjusting lever, for the CFOs to be able to
that there is a lot of work ahead of us. An example of what control their businesses efficiently.
works really well as far as the internationalization process is
concerned, is the management of translation activities. The year 2013 welcomes us with many challenges. We, at ICV
have quite clearly in mind two of them: it will be about develop-
Like every year, our Think Tank has managed to address ing the strategy and setting the goals for the ICV. The second
the current issues and prepare them accordingly so that challenge is to adapt our website to a new content management
they are understandable and manageable for us controller. system (CMS), as the old one does not meet the technical re-
The title of last edition´s "Dreamcar" sounded "Behavioral quirements of the future anymore. The Public Relations Com-
Controlling – it depends on the behavior", whereas our cur- mittee, led by Dr. Herwig Friedag has prepared the topic in
rent work is dedicated to the aforementioned theme "Ahead close coordination with the Board. We would like to thank Dr.
of boom and crisis – let’s make controlling volatility- Friedag and all team members for that effort!
resistant".
The year 2012 was overall a very successful year. In the con-
We are very delighted to observe the development in the trolling community and beyond we are perceived as the ones
number of our member companies. We have noticed more you address if you want to know something about controlling
than 20 entrants and so we are operating on the im- and as those who also have something to say about control-
pressive number of more than 60 corporate members ling. And we can be proud of that. We look forward to many
with names such as Beiersdorf AG and 1&1 Internet interesting meetings with you in the coming year, you are
AG. We are particularly pleased about the fact that very welcomed to join us at the General Assembly on 21
the corporate membership is becoming more and April 2013 in Munich and the subsequent 38th Controller
more popular outside of Germany. Only in 2012 Congress.
members like for example Migros from Swit-
zerland, Lenzing AG from Austria and We would like to wish you and your families a very
Santander Consumer Bank SA from Poland Merry Christmas and a very Happy New Year
have joined the ICV. with a lot of health, prosperity and success!
After 7 years because of professional rea-
sons Dr. Bernd Schwarze resigned from the Sincerely, your ICV Board
function of a board member at ICV. Dear
Bernd, we thank you for the excellent and Siegfried Gänßlen
constructive cooperation over the past Conrad Günther
years and wish you all the best for the Marcus Haegi
future! The ICV members voted on Adrianna Lewandowska
for Mr. Karl-Heinz Steinke, the Head Heimo Losbichler
of Corporate Controlling at Lufthansa Walter Schmidt
as the successor of Dr. Bernd Karl-Heinz Steinke
Schwarze. At the general meeting we
also presented a new honorary member, Reduced Version. Read the whole Letter at
Mr. Alfred Biel. http:// www.controllerverein.com/For-members-
only.167676.html
© International Controller Association ICV | Poznań Office

6. ICV Bulletin | December 2012
The ControllerPreis 2013 to be Controlling Newcomer Award 2012 ICV Mission Statement
taken—last month for admis-
sion! Controlling Newcomer Award 2012
goes to Sabine Rossegger, FH The ICV being a non-commercially
International Controller Association Joanneum Kapfenberg with the oriented association is the biggest
is starting advertising for Controller thesis "Modern budgeting, – Ade- controller organization in Europe.
-Preis 2013. Everybody can com- quate IT support for practical imple-
pete by submitting your controlling mentation". Controlling Newcomer
solutions. Award of International Controller ICV Key Objectives
Association (ICV) was held on 27
October during the conference The ICV as an active
"Innovation Controlling Berlin - CIB
international network
2012" it was awarded for the eighth
time. The key criteria were: acade- enhances the function
mic foundation, practical relevance of practically applied
of the problem, direct applicability controlling and the role
of developed recommendations in of the controller
action and innovation degree of the
Challenge your colleagues in the work. in the responsibility
competition and face the decision for successful
of our competent judges!
More about the ICV awards: http://
More about the ICV awards: http:// www.controllerverein.com/
www.controllerverein.com/ Awards.158549.html
Awards.158549.html
All Work Groups in non-German speaking countries
Bosna and Hercegovina
Slavko Simić
bono@blic.net
Bulgaria Poland
Denko Yamboliev Gdańsk Warszawa
denko@excite.com Robert Panufnik Karol Sikora
r.panufnik@vector.com.pl karol.sikora@icv.pl
Croatia
Jasmina Očko Katowice Wrocław
jasmina.ocko@kognosko.hr Anna Jarkulisz Honorata Ulatowska
anna.jarkulisz@arcelormittal.com honorata.ulatowska@icv.pl
Great Britain
Milena Heim Kraków Zielona Góra
milena.heim@gmx.net Dorota Gołąb-Bełtowicz Małgorzata Lepak
dbeltowicz@bonifratrzy.krakow.pl malgorzata.lepak@icv.pl
Estonia
Toomas Haldma Lublin Romania
toomas.haldma@ut.ee Paweł Rafalski Cristina Hodea
pawel.rafalski@solet..pl cristina.hodea@gmail.com
Lithuania
Edita Gimžauskienė Łódź Russia
edita.gimzauskiene@ktu.lt Karolina Zielińska Valentin Usenkov
karolina.zielinska@icv.pl zoom@mail.ru
Hungary
Budapest 1 Poznań Serbia
Ervin Nemesdy Dariusz Gulczyński Bojan Šćepanović
nemesdy@mce.hu dariusz.gulczynski@icv.pl mcb@eunet.rs
Budapest 2 Szczecin Slovenia
Andreas Kovacs Aleksander Socha Dragica Erčulj
kovács@mcskft.hu aleksander.socha@ramirent.pl dragica.erculj@crmt.com
Italy Toruń Spain
Claudio Zoldan Andrzej Derkowski Ulrich Müller Bosom
claudio.zoldan@bofrost.it andrzej.derkowski@neuca.pl ulrich.mueller.bosom@gmail.com
Imprint Editing International Controller Association
Publisher and Copyrights: Brigitte Dienstl-Arnegger ICV Office Poland
Dr. Herwig Friedag Ul.Fredry 7/1
International Controller Association
61-809 Poznań PL
Public Relations Committee Dr. Adrianna Lewandowska
Phone/Fax +48 61 853 20 10
Hans-Peter Sander Mail: anna.wlodarczyk@icv.pl
Anna Włodarczyk