Management Conference REBOOT, 26.01.2021

Venue: Ülemiste City, Öpiku Conference Center, Valukoja 8, Tallinn/ platform 26th of January 10 AM – 5 PM.
Format: hybrid conference, depending on the situation, the presenters and participants can join either on the spot or virtually.

Estonian Association for Quality (EAQ) celebrates its 30th anniversary with annual international management conference REBOOT. Last year has been unpredictable and disrupting at all levels. It has demanded agility and adaptation, noticing threats and opportunities, creating and implementing innovative survival strategies – rebooting several enterprises.

How to cope successfully as a society, organization, individual? How to make transformation and change happen while maintaining high quality and outstanding performance? How best practices in excellence and quality management integrated with innovation and technology can help? How to act in a sustainable and responsible way? What kind of leadership is suitable for the new world? We are looking for answers to these questions during the conference together with presenters, as well as sharing good practices and recognizing the best.

Keynote speaker Robin Lincoln Wood in his presentation Re-boot, Re-generate, Re-naissance pulls all these topics together, followed by a practical Zoom workshop Creating Sustainable Value with True Impact on 27th of January. New EOQ Secretary General Ulf Gustavsson talks about digital transformation of EOQ and the role and meaning of Quality in the changing world. Lauri Tabur discusses about leadership in today’s world and how belief in common purpose has become a critical management tool for organizations as well as society. Zsolt Bugarszki talks about reboot opportunities in social and healthcare services through co-creation and hackathons. Sabine Rau-Oberhuber, Co-Founder of Turntoo, talks about circular economy, illustrated by exmaples of circular business models, circular design and material management. Estonian Cell , Nefab and Bepco share their experience in implementing circular economy principles in their business. Leaders of Incap, Elisa and Magnetic MRO share their stories of transforming business in the time if change. Anu Virovere is going to discuss how to be sustainable as a human being.


9:15 – 10:00 Registration and coffee

 10:00 – 12:00 OPENING SESSION

Moderator: Tiia Tammaru

Siret Kegel, Chairman of the Board, Estonian Association for Quality – Opening

Peeter Raudsepp, Chairman of the Board, Enterprise Estonia – Greetings

Uku Varblane, Expert, Foresight Centre at the Estonian ParliamentThe Impact of the Virus Crisis on  the Estonian Economy. Scenarios until 2030

Ulf Gustavsson, Secretary General, European Organization for Quality (EOQ) – EOQ  and Quality – Transforming into the digital era

Zsolt Bugarszki , Tallinn University, School of Governance, Law and Society – Reboot in social and healthcare services: Learning points and messages of co-creation experiences in the business world


12:00 – 12:45 Lunch

12:45 – 13:00 RECOGNITION

Quality Deed 2020 & Quality Face 2020

Quality Innovation Award 2020  – in cooperation with Finnish Quality Association (Laatukeskus)


Moderator: Baldur Kubo

Sami Seppänen , CEO, Elisa Eesti AS – EFQM Model as a useful management tool in the time of change and transformation – Elisa’s experience

Otto Pukk , CEO, Incap Group –  Leadership in the crises period – Incap’s experience 

Jan Kotka , COO, Magnetic MRO  – Life after COVID-19 – no way back


The session is run in cooperation with Estonian Association of Environmental Management 

Moderator: Harri Moora

Sabine Rau-Oberhuber,  Co-Founder, Turntoo – Material Matters, essential elements of a circular economy

Kersti Lužkov,  Environmental and Quality Manager , AS Estonian Cell – Resource efficiency and innovation  – example of AS Estonian Cell

Jaanus Tamm, Senior Product Designer, Nefab Packaging OÜ – Implementing the principles of circular economy in product and service design – joy and concerns 

14:30 – 15:00 Energy pause

15:00 – 16:45 CLOSING SESSION

Moderator: Marko Rillo

Lauri Tabur, CEO, SmartGrow OÜ-  Leadership – matter of belief 

Anu Virovere, PhD, Psychologist and a Communication Coach – How to be sustainable as a person?

Dr Robin Lincoln Wood – Keynote speech: Re-boot, Re-generate, Re-naissance

16:45 – 17:00 Summary and closing


The target group of the conference are CEOs, quality managers, process managers, development managers, risk managers, environmental managers, HR managers, CSR managers, auditors, assessors and all others, who are responsible or involved in quality and improvement activities in different roles.

Presentations are in Estonian and English with simultaneous interpretation.

On the 27th of January there is also Robin Lincoln Wood’s workshop:

Creating Sustainable Value with True Impact: A Workshop on Redefining; Redesigning & Delivering – “The Good Life”

The event is planned in hybrid format, where both presenters as well as participants can attend the conference virtually or if possible, on the site.

Registration and prices

PRICE Conference
Conference + Workshop
Early Bird price for member until 12.01.2021* 169 199 329
Early Bird price for non-member until 12.01.2021 219 249 399
Member price since 13.01.2021* 249 289 499
Non-member price since 13.01.2021 329 369 539
Student’s ** Early Bird price until 12.01.2021

Student’s ** price since 13.01.2021



20% VAT is added to the prices

* member price applies for the members of Estonian Association for Quality (EAQ) and partners of EAQ

** offer for the students of Estonian educational institutions

PAYMENT: according to issued INVOICE.


CANCELLATION: Please announce cancellation in writing, sending an e-mail to the address at least 10 office days before the event. In this case the received fee will be returned or the invoice will be annulled. In case of cancellation of 5 office  days before the event 50% of the fee will be returned. No refund later.

Contact:, + 372 5695 6005

Location, parking, public transport

Conference takes place in Ülemiste City, Öpiku conference center Valukoja 8 “Kosmos” room.

Parking: real-time parking information is available at:

The closest free parking space is located in Ülemiste Center, about 400m from the conference center.

Public Transport

Buses: 7, 15, 45, 49, 65 (arriving at Lõõtsa or Valukoja)
Tram: 4 (arriving at Ülemiste Linnak)

From Nordic Hotel Forum to Conference Venue Öpiku: Take bus no 15 from Hobujaama to Lõõtsa, approximately 40 minutes or take tram no 4 from Hobujaama to Ülemiste City.

Find more info about bus/tram schedules here:

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