ALUMNI GIVING BACK ESADE Alumni, passionate about giving back

THE ALUMNI GIVING BACK CONFERENCES CLOSED THE 3RD PRO BONO CONSULTANTS PROGRAMME, AN INITIATIVE WHICH DELIVERS FREE CONSULTANCY SERVICES TO NON-PROFIT ORGANISATIONS.

he closing sessions of tured a detailed review by Ignasi speakers in Barcelona included the 3rd ESADE Pro Bono Carreras (SEP 06), Director of Francesc Giró (FGONG 00), T Consultants Programme in the ESADE Institute for Social representing the team at Acció Madrid and Barce­lona showed Innovation. Natura, and Teresa Giralt, foun- how the alumni’s experience con- der and president of the Gaspar tributes towards social change. Positive experiences de Portolà Foundation. Both conferences were introdu- The conferences rounded off The Managing Director of ced and moderated by ESADE the ten pro bono consultants IN&OUT, Maria José Pujol, spoke Technical Secretary Enrique projects carried out over the about setting up a marketing López-Viguria (MBA 90) and fea- last year on a high note. The plan with the help of pro bono

4th EDITION OF PRO BONO CONSULTANTS NEW PROJECTS FOR 2009/10

madrid La Rueca Association Norte Joven Foundation Help with Drug Addiction Fostering the social integration of women Seeks to prevent the exclusion and Foundation (FAD) through training and education marginalisation of disadvantaged young Fund raising plan addressed to those Reorganisation of human resources people affected and treated at the FAD (services http://www.larueca.info/ Communication plan have hitherto been free) http://www.nortejoven.org/ http://www.fad.es/Home

LLEIDA Lleida Down’s Syndrome Association A moment at the closing sessions of the 3rd ESADE Pro Bono Improving the quality of life of Down’s syndrome Consultants Programme in Madrid sufferers and advising their families Strategic plan and internal process enhancement http://www.downlleida.org/

VALENCIA Terra Pacífico Help for the development of Third World countries Communication plan geared towards increasing recognition for the organisation http://www.terrapacifico.org/

40 ALUMNI GIVING BACK

consultants to publicise her Alma Vázquez (DMC 08), spokes- restaurant, and the same consul- person for the consultancy team, tants also assisted the Xamfrà and Paloma Ortega, Communi- ESADE Alumni, Sant Miquel Foundation with its cations Director at the Chandra communication plan, as was Foundation, highlighted the rela- described by the organisation’s tionship forged with the NGO. passionate about giving back director Imma Pericas. There Finally, Ana Cabezas (SEP 08), were also talks by pro bono con- consultant, and Paloma Escude- sultants Xavier­ Bombí (Lic&MBA ro, executive director of UNICEF 97), who worked with Amics de la Spain, spoke about the work they Gent Gran, and Albert Comel- had done together. las (MBA 01), who helped Acció Solidària contra l’Atur. General satisfaction On behalf of the team of pro At both sessions satisfaction bono consultants who advised and commitment were the con- Lleida Solidària, Sílvia Ibáñez cepts most used by attendees, (Lic&Máster 91) read out a letter including the Alumni Giving Back from an African child describing coordinator in Madrid, Macrina the improvements in their com- Camps (Lic&MBA 94), and the gramme. Here at Alumni Giving munity thanks to the efforts of coordinator at the Institute for Back we would like to thank the the organisation. Social Innovation, Sonia Navarro. organisations for choosing us In Madrid, pro bono consultant In Barcelona the event was also and recognise the work done by Fernando Palacios (DMC 06) attended by the President of each and every one of our pro and the Entreculturas Foundation ESADE Alumni, Germán Castejón bono consultants. Thanks to their Organisation Department director (Lic&MBA 81), and the CEO at dedication and enthusiasm, this Jorge Serrano underlined their DKV, Josep Santacreu (PMD 89), edition of Alumni Giving Back satisfaction at the successful who with Sonia Navarro­ make up has once more been a complete outcome of their partnership. the Advisory Board for the pro- success.

Barcelona Casa Teva Foundation Acidh Foundation Provides accommodation and psychological care for Enhances the quality of life of people with borderline people who for health reasons come to Barcelona for intelligence long periods of time Review of internal processes at its two special Five-year strategic plan workplaces http://www.fundaciocasateva.org/es/noticias.html http://www.acidh.org/

Catholic Scout Movement Marianao Foundation Promotes social values through childhood education Building a residents’ community in Sant Boi de Llobregat using recreational activities and contact with nature by means of education in values, integrating young Organisational plan – managerial structure and internal people at risk of exclusion, etc. communication Human resources. Staff reorganisation. Progress towards http://www.scoutsmsc.org/ process optimisation http://www.marianao.net/

VICENTE FERRER FOUNDATION It is a development NGO committed to transforming the most disadvantaged communities and which works to Teresa Giralt, president and founder of the Gaspar de Portolá Foundation, speaking at the Barcelona session. In the background, the improve the living conditions of the most disadvantaged top table. A toast among the team of Acció Solidaria contra l’Atur pro groups in India. bono consultants during the event in Barcelona Company loyalty plan

The Pro Bono Consultants project has been made possible by our sponsors who believe in us. If you’d like to be an Alumni Giving Back sponsor, please email us at [email protected]

This academic year’s alumni giving back projects would not have been possible without the support of our sponsor:

41 Analysis

Family business models A new way of understanding family businesses

Up until now family businesses have been approached as if they were a uniform phenomenon, when in fact there are enormous differences between some family businesses and others.

[email protected] (Lic&MBA 84) Associate Professor in the Department of Business Policy and Programme Director of General

A lbe rto G imen o Management Programmes

n the various projects I’ve The Captain model is the small Figure 1: family business models and been working on over the past business which belongs to an complexity profile I few years, mainly with my entrepreneur and is run by him colleagues Gemma Baulenas, or her. It is not very complex in 100 Joan Coma-Cros and Maria José either family or business terms. Parada1 we’ve been able to The person who sorts things out 80 pick out different types of family in the family and the internal

businesses by identifying their management of the company is 60 features and the circumstances the businessperson. in which each one operates The Emperor model is a medium- 40 successfully. sized or large family business run by an entrepreneur who in 20 Family business turn controls the company’s Family complexity models ownership. The entrepreneur’s The models we’ve identified are: exceptional characteristics 0 (1) the Captain model, (2) the means that, just like in the 0 20 40 60 80 100 Emperor model, (3) the Family Captain model, the entrepreneur Business complexity Team model, (4) the Professional can sort things out in the family Capitan Professional Emperor Family Family model, (5) the Corporation and handle the company’s Family Team Corporation model and (6) the Family internal management. The Source: Gimeno et al. 2009 Investment Group model. emperor runs the any on

1 A large number of people have taken part in this research work. The latter has consisted of quantitative studies of more than 2,000 family businesses in different countries 42 together with research into cases and experiences of consultancy work with family businesses and business families. Analysis

The Family Investment Group model (FIG) is a family business designed to administer the wealth which a family wishes to hold together. Family and business complexity in this model may be varied. Figure 1 shows the complexity profile of a significant number of Spanish family businesses (1,237 to be precise), whose model is colour-coded. The reader will note that family businesses with very similar complexity profiles may have different family business models. The reason for this lies in the family mindset, that is to say in the meaning the family business has for the family. Thus the structure of the business family varies depending on the way in which the family “thinks about” the business. entrepreneurial principles, that professionally trained and run “Empires” normally evolve towards is to say using his or her own the business in a professional other non-single individual models experience, knowledge and way. The reader will be able to intuition. call to mind a number of Spanish which are suitable for complex The Family Team model is a firms which are run extremely family businesses family business with medium professionally by one or several family complexity and low members of a family who in turn Each model can work very well business complexity. It is made control ownership. in specific circumstances, but up of a group of relatives who The Corporation model is a at the same time can be very work together in the family large family business, owned dysfunctional if the conditions business. It is often found by a significant number of aren’t appropriate. Furthermore, in businesses being run by family members. The family the bulk of the problems family second or third generation family has a presence on its businesses face stem from members (a family restaurant, a governing bodies but plays having maintained a family store or a professional activity, no role in management. If a business model that was no such as an administrative agency family member does have a longer the right one. for instance). management position, this The Captain model depends The Professional Family model is purely by chance, either on a person with the ability is a medium-sized or large family because he or she is part of a to take the business forward. business which is basically run training project or because he or This model is replicable over by family members. They make she has been hired by the board time as long as there is up a professional management of directors due to his or her another “captain” with over team in the sense that they are specific skills. the business in the following 43 Analysis

The Corporation model only makes sense in advanced stages of the family business. It is the most appropriate model for dealing with high levels of family and business complexity. It is not the right model for the first generation but can become apt from that point on if the size of the company makes this possible. Figure 2: mindset models From the third generation onwards, should there be high FB Model Mindset Model levels of family and business There must be a single leader for both the business and the Capitan Model complexity then this will be family the most functional model, There must be a single leader for both the business and the Emperor Model as shown by the data that we family have studied. Family Team Model The family works together for the business

The family runs the business in a professional and The Corporation model only Professional Family Model demanding way makes sense in advanced stages The family is the “owner” and governs the business. Its of the family business Corporation Model managers are their “employees” The Family Investment Group Family Investment Group Model The family has wealth which it manages carefully model is appropriate for any type of family and business * Note that the Captain and Emperor models have the same mindset model which consists of building the family business around a strong person. They are single individual models. complexity. It can range from orderly management of generation and who owns all or individual models which are some family assets (normally the majority of the company. suitable for complex family properties and financial assets) The Emperor model is very businesses, and if it doesn’t to sophisticated family offices. difficult to replicate over it will have major difficulty in Quite often families will combine time. The “emperor” tends surviving as can be seen from wealth management using to try to replicate the model the figure. this model with operational by looking for a “successor” management using one of the when in reality the emperor Non-single individual other five models. cannot be replaced. Hence the models The perspective of the various Emperor model needs to evolve For the Professional Family family business models towards another model so model to be successful the enables running a family that the company will remain family group must be small business to be completely viable in the next generation. (not very complex), the rethought. The family needs to This evolution could be family members who run the realise which model they have towards the Professional company must be able to developed and assess in the Family, Corporation or Family do so in a professional and light of changing circumstances Investment Group model demanding way and they whether it will remain valid in depending on circumstances. must understand each other the future or whether they need The work that we have done in order to form a competent to move towards a different has made it possible to top management team. This type. identify the lifecycle of each model can only be replicated of these models. The Emperor to the extent that these model is one which requires circumstances are present. a certain amount of time This is unlikely to occur due to in which to develop but can the trend towards increased Further reading be very successful. It has family complexity and the Modelos de empresa familiar a limited period of validity unlikelihood of a group of Alberto Gimeno, Gemma Baulenas and Joan and a tendency to crumble relatives who have not chosen Coma-Cros, Editorial Deusto; Colección over time. It normally evolves each other being able to make Instituto de la Empresa Familiar, 2009. 44 towards other non-single up a team of this type. MY VIEW

Luis de Sebastián, In memoriam

Professor Luis de Sebastián practically saw the birth of the magazine you are now reading more than ten years ago. His critical spirit has faithfully accompanied it since then and his section has maintained its unalterable essence to become one of the hallmarks of our publication. In the early morning of 26 May, a sudden heart attack meant we had to bid farewell to a sharp observer of reality who abjured simplistic analysis and intelligently and painstakingly denounced the injustices and contradictions of the world through his articles. Below is his final contribu- tion to the ESADE Alumni magazine; with it we say goodbye to his incisive vision and his commitment to achieving a better world, and thank him for his selfless collaboration and enthusiasm. xavier Sanchez (Lic&MBA97), Editor of ESADE Alumni

Thoughts on H1N1 flu

pandemic is always a social problem and reveals abnormal situations. An editorial in Mexican newspaper La Jornada on 27 April stated: “The inevitable contrast A between the deaths in Mexico and the symptoms caused by the same virus in the United States which appear to be much more benign has an inevitable explanation: poverty”. In Mexico the death toll (when this was being written) had already risen to 46 people, but there are as yet no reports of flu-related deaths elsewhere. Why in Mexico? Mexico is an emerging country, a member of the OECD, a member of the G20, an oil and car exporter, the biggest Spanish-speaking market in the world (in purchasing power parity terms) and has some of the world’s richest people. Alongside these good figures, however, is the fact that one third of its population lives below the poverty line.

The coexistence of wealth and poverty in Mexico, as in other parts of the world, is another outcome of the redistribution crisis we have been experiencing for some time. The dominant economic model in recent years has completely ignored income redistribution and has allowed wealth to accumulate in the hands of the fortunate few. Meanwhile, growth in income from work has been contained with stable real salaries and cheap imports. These well-to-do proletarians (the middle classes in the broad sense of the term) have been allowed to have a slice of the prosperity cake by selling them, at relatively low interest rates, “subprime” mortgages, credit cards and “toxic” assets, so that while they transfer the little capital they have managed to save with such effort to the masters of money, they have the impression that they are the owners and beneficiaries of “popular capitalism”.

The crisis has destroyed these financial hallucinations and has left most of the middle class indebted up to the eyeballs, unemployed, fearful of losing their homes and other capital goods and dependent on the state, which has been forced to bail out the banks so that the national economy does not collapse entirely. And now in the midst of poverty along comes a new threat: H1N1 flu, a global threat which even though it is not deadly for most people who catch it, is proving fatal for the poor. When will we learn that the world cannot survive with islets of the wealthy surrounded by a sea of the poor?

Luis de Sebastián

45 ESADE NEWS

ESADE-Deloitte conference series Alfredo Sáenz and Juan José Brugera at ESADE The first two talks in the series looking at future challenges in business focused on the financial and property sectors and featured Grupo Santander’s CEO and Colonial’s Chairman.

Alfredo Sáenz, Deputy Vice- Colonial’s Chairman Juan President and CEO at Grupo José Brugera emphasised the Santander, spoke at the first in progressive disappearance of the series of talks being organ- two great paradigms: a sense ised by ESADE and Deloitte. In of liquidity and the capital gains Sáenz’s view at present there that used to be available from is a risk that by acting hastily house buying. we may miss out on the op- portunities that are generated Colonial’s Chairman said that by a crisis. He set out the five “there’s going to be a major mistakes to be avoided “if we want to have a sound financial readjustment in supply” system on the other side of the crisis”. As for the future of developers, A change in the trend in Spain Brugera said that “there’s go- towards home ownership ing to be a major readjustment which will result in a signifi- in supply, the business will be- cantly greater number of people come a lot more professional, renting was one of the main costs will be strictly controlled conclusions of the second talk and capital gains will be very in the ESADE-De­loitte series. slow to appear”.

‘Financial Times’ and New ESADE Law School ‘América Economía’ Institute of Forensic praise ESADE in their Evidence and Probative Law annual tables The complexity involved in research into issues such obtaining evidence and its as electronic evidence, the ESADE is the eighth best business school in the subsequent validity combined work of forensic experts and world and the fifth in Europe for company training with technological and digital evidence provided by private according to the annual table for Executive Education advances in society as a detectives. published by the Financial Times. ESADE’s custom whole and in economics and The chairman of the Institute’s programmes are rated very highly, especially as a the law in particular call for a Managing Board is Lluis Mu- result of the satisfaction of customer companies body such as the Institute of ñoz Sabate, a Doctor in Law, which accounts for 80% of the final score. Forensic Evidence and Proba- lawyer, psychologist, Profes- In lockstep, ESADE has been named as one tive Law in order to meet legal sor of Procedural Law and an of the world’s best business schools in a and business needs. The Ins- internationally-renowned expert table published by leading Latin titute will enable cutting-edge in evidence appraisal. American business publication América Economía, which also ranks ESADE’s MBA as one of the top five in the world and the second in Europe.

46 ESADE NEWS

Carlos Losada talks with González and Aznar at ExpoManagement The two ex-Prime Ministers agree on the need for structural reforms in Spain at ExpoManagement 2009.

This is one of the main conclusions of the talks about the current position of Spain in Europe and the type of leadership needed to overcome the crisis given by the former Prime Ministers at the meeting. Building on that, and as the moderator of the discussion, ESADE’s Director General, Carlos Losada (Lic&MBA 79), asked whether it would be possible to come up with some new Moncloa Agreements. González replied that “there is a need for new agreements, possibly even more wide-ranging than the Moncloa ones, which bring crisis. According to González, they include “turning together all social forces to find a way out of the Europe into an economic and technological crisis”. Aznar also said he thought a political power and not just an industrial one, and settling formula was required to tackle current economic migration issues and security threats”. By problems, although he concluded that “action contrast, Aznar said that the four fundamental has to be taken whether or not you can get a measures required to deal with the current consensus about it”. economic situation in Spain involve carrying out The two former Prime Ministers also had different “tax, labour and energy reforms and fostering visions of the reforms required to deal with the deregulation in local and regional government”. ESADE NEWS 4th edition of the Brand Centre Awards

REPSOL WAS THE BIG WINNER AT THE EVENT ORGANISED BY ESADE AND ACCENTURE. CALVO, BANKINTER, COLA CAO, R. AND MRW PICKED UP THE CATEGORY AWARDS

he oil company carried The Overall Award, which in pre- During the awards ceremony, off the Overall Award vious years has gone to BBVA Mario Ezquerra underlined the T in large part for having (first edition), Movistar (second importance of these awards taken the Repsol culture into edition) and Banco Santander given the current economic cli- 57 countries. Repsol opera- (third edition), is selected from mate, as “brand management tes in over 30 countries and amongst the winners of the is always important, but even markets its products in more contest’s seven categories. more so in today’s circumstan- than one hundred across the ces”. José María Oroval singled globe. Company strategy focu- Repsol carried off out “innovation [as] the com- ses on catering for the local the award in large mon denominator in this year’s needs “of the markets in which candidates”. it operates while preserving part for having taken brand identity and enriching it its culture into 57 MANAGEMENT AWARDS with the idiosyncrasies of each countries WHICH GENERATE VALUE country. Hence the brand acts This is the fourth year that as the common link between The 2009 jury was made up of ESADE, together with Ac- different markets and motor- twenty-one members including centure and the business cycle sponsorship affords it Ángel Durández, Chairman of daily Expansión, has staged visibility”. To manage its brand Información y Control de Publi- the Brand Centre Awards and foster this common link the cación and jury president; Mario in recognition of the best company has a brand commit- Ezquerra, an Accenture partner practices in brand strategies tee, brand mailbox, intranet and president of Accenture Mar­ across Spain. Each edition brand section, visual identity keting Sciences; and José María of the awards has honoured programme, brand applications Oroval (Lic&MBA 86, PMM 80), value-adding management ac- control panel and brand licence director of ESADE’s Brand Centre tivities in brand creation and management. and jury secretary. development.

48 ESADE NEWS

Close to 35,000 people visit the ‘Making it Happen’ exhibition in Madrid

The exhibition, jointly This is the first initiative of these talks have included: Juan Coordinator for Human Resour- organised by ESADE its kind staged in Madrid and Carlos Gallego, Regional Exe- ces at Madrid City Council; has proved to be very suc- cutive Director at “la Caixa”; Ángel Pes, Deputy CEO at “la and the “la Caixa” cessful with the public. With Javier Nieto (Lic&MBA 77), Caixa”; Josep Santacreu (PMD Community Projects this exhibition ESADE has paid chairman of Ediciones de Be- 89), CEO at DKV Seguros; and division and held at homage to management, one lloch and Santa&Cole; Manuel Esther Trujillo, Vice-President Caixa ForumMadrid, of the main silent revolutions Márquez, CEO of Amper; Carles of Sustainable Development at of the contemporary era and Casanovas, Marketing Director Sol Meliá Hotels & Resorts. traces the history of also living knowledge which can at “la Caixa”; Ana García-Oli- management through be applied in many areas of veros, Marketing and Commu- some of the milestones society. nication Director at IBM; Pau in its development. Throughout the month-long ex- Dueñas (Lic&MBA 90), CEO of hibition a series of talks given Morillas Brand Design; Xavier by experts in various fields Coll, Executive Director for Hu- and managers and academics man Resources at “la Caixa”; discussed the future of mana- Pilar Oncins, Human Resour- gement in the 21st century. ces Director at Hilti Española; Corporate leaders featuring in Fernando Bermejo, General

Antoni Castells and Salvador ESADE wins two Alemany analyse public- Catalan awards private partnerships Antoni Castells, the Catalan Minister of Economy and Finance, and Salvador Alemany, Chairman of Abertis and the Economics Club, spoke at the annual Partners Programme meeting.

One of the key messages to partnerships and exchanged come out of the conference is requests. For instance, Ale- that public-private partnerships many insisted that “now is the are not a stopgap to overcome time to take decisions. We can current financing problems. drive the much-needed ration- In recent months ESADE has been presented with Castells said they are neces- alisation of public spending” two awards in Catalonia: the Carles Ferrer Salat sary because “the government while Castells called for the Award for 2009 and the President Macià Achieve- has more favourable debt private sector to take risks. In ment Award. conditions” whereas “at times his opinion, this “will thwart With the former prize, employers’ organisation the private sector handles the the perception that when Fomento del Trabajo has recognised the business management side better”. things are going well, share- school’s 50 years in providing technical training and Both the Minister and the holders come out winning, and human development for managers and its contribu- Chairman of Abertis debated when times are hard, taxpay- tion to the competitiveness of Catalan businesses. the future of public-private ers end up forking out”. Carlos Losada (Lic&MBA 79), Director General of ESADE, received the award from Joan Rosell, Presi- dent of Fomento. In turn the Catalan Government has also recognised ESADE’s contribution to driving corporate social responsibility and the school’s 50- year track record in executive education and training.

49 UPDATE EXECUTIVE EDUCATION

Executive leadership: updating key concepts New Advanced Management Program Backed by its 45-year track record in senior management programmes, ESADE has started up its Advanced Management Program (AMP). The programme combines domestic and international components and enables managers to develop their leadership and decision-making skills in the current economic situation.

ddressed to senior personal experience, exchanges learning as an essential tool for executives who have with fellow students and the personal development through A at least 10 years contribution made by course international experience and as of corporate management lecturers. a way of expanding professional experience, this programme (for The AMP updates knowledge, contacts, since through the which fairly fluent knowledge expands points of view and AMP ESADE is to bring together of business English is enables situational analysis specialists and a wide range of recommended) seeks to provide leading to the identification top managers including leading an opportunity for discussion of new opportunities. It also figures in economics and and thinking which is based on seeks to encourage continuous business.

For more information: Laura Merino (Madrid): [email protected] or +34 91 359 77 14 Cristina Duarte (Barcelona): [email protected] or +34 93 280 40 08

Programme heads

In Madrid: In Barcelona: José Luis Álvarez Álvarez Alberto Gimeno Sandig Professor in the Department of Business Professor in the Department of Policy at ESADE. Business Policy at ESADE.

KEY FACTS Parikh from Harvard – and senior management programmes – Prof. Schon Beechler from Duke. Schedule Barcelona: from 9 November 2009 to 27 April 2010 Lectures, team-working and the CEO Forum Madrid: from 16 November 2009 to 3 May 2010 Students self-diagnose their leadership abilities and other key management skills in a personal development programme devised by one of the “fathers” of emotional Format intelligence, Richard Boyatzis. The programme also features 1 day per week (morning and afternoon) plus three intensive periods, a CEO Forum made up of leading figures from the current one of them at the Wharton School in Pennsylvania, USA, one of business scene. the world’s leading business schools, where the latest trends in strategy, internationalisation and finance from around the world will Innovative method be analysed. Finally, the programme also uses experiential methods drawn from business such as the strategic simulator, an International teaching staff interactive experience in which students take decisions Alongside ESADE lecturers, the sessions will also feature top in a variety of scenarios, and the Synergy, a simulator experts in innovation – Prof. Jay Rao from Babson College for generating high-performance teams in uncertain and –personal development and self-knowledge – Prof. Jagdish unstable situations. 50 UPDATE EXECUTIVE EDUCATION First GEMBA programme class has audience with Prince and Princess of Asturias The first class of the Global Executive MBA (GEMBA) programme, whose Madrid module took place in May, met with the Prince and Princess of Asturias.

The meeting recognises the innovative value of the programme and also had special meaning as Prince Felipe did the International Relations Master’s Program at the Edmund A. Walsh School of Foreign Service at Georgetown University (Washington, DC) General of ESADE; Gor­don The audience was one of the main from 1993 to graduation on Schwartz, Associate Dean of activities on the GEMBA programme 26 May 1995. Accompanying Executive Education at the schedule for students doing the Madrid the first GEMBA class and McDonough School of Business module. Other activities included a visit representing the schools which at Georgetown University; and to the Bank of Spain and a number teach the course were Carlos Leopoldo Rodés, President of of meetings with executives from Losada (Lic&MBA 79), Director Ramon Llull University. multinational companies.

Business schools crucial in setting up corporate universities II ESADE Corporate Universities Forum

The heads of the Corporate Universities at Ferrovial, Fiat, Unión Fenosa, Telefónica and PricewaterhouseCoopers discussed the growing presence in Spain of large companies with their own educational centres.

In addition to creating brand future will also be the venue at Harvard Business Publishing, image, corporate universities for teaching customers. remarked, in the US this enable companies to train These and other issues system has been up and their employees and in the were raised at ESADE’s running for thirty years. Spanish Corporate Universities Forum multinationals are competing in Madrid, including the key with organisations with greater role of business schools in experience and having corporate helping companies set up universities is, according to their universities by providing Xavier Mendoza (Lic&MBA teaching staff and syllabuses. 79), Deputy Director General As Peter McAteer, Vice of ESADE, a means of building President and Managing their multinational culture and Director of Corporate Learning growing more quickly.

51 UPDATE MBA

Bernd Beetz, Coty’s CEO, attends The ESADE MBA graduation

LAST 3 APRIL THE GRADUATION ow is the perfume they like its products. A brand CEREMONY FOR STUDENTS ON THE industry being affected might be very powerful but H by the current economic it will only manage to sell its ESADE MBA WAS HELD AT CASA LLOTJA situation? products if it can convince DE MAR. THE EVENT WAS ATTENDED The crisis is affecting all consumers that these products BY BERND BEETZ, CEO AT COTY, business and economic are good and the right choice THE WORLD’S BIGGEST PERFUME sectors, but if truth be told the for them. perfume industry has been less COMPANY, AND ONE OF THE WORLD’S hard hit than others such as And why does a perfume sell MOST SUCCESSFUL BUSINESSPEOPLE car manufacturers. better if it has a celebrity WHO SHARED HIS EXPERIENCE WITH endorsement? THE NEW GRADUATES. A lot of people buy perfume The entire cosmetics industry because of the brand name on revolves around the aspiration the bottle... to beauty, with faces and You know, I don’t really agree bodies that are attractive with that. I think that what in all areas. So it’s almost 52 people do is trust a brand if always famous people who the UPDATE MBA

public like a lot who advertise How has Coty become one of cosmetic products. We choose the leading companies in its famous people and bring sector over recent years? their essence and soul to our Work, work and more work, fragrances in all aspects, from combined with the innovative the smell and the bottle and spirit of our people who have box design to what they mean engaged with constantly for us. That way the consumer launching quality new products THE ESADE MBA GRADUATES gets to enter the celebrity’s which our customers want. 40 COUNTRIES (Total students: 149) world and feel like them. Being Other a celebrity is what builds the Based on what you’ve done North America 2% bridge between the consumer at Coty, what advice would Asia 26% and the fragrance. you give to The ESADE 11% MBA students who’ve just To what extent does the graduated? celebrity get involved in the They should put passion and Spain 13,5% production of “his or her dedication into everything perfume”? they do. I think that’s the best This is the change that we advice I can give them. No- at Coty have brought into one has solutions for all the celebrity perfume production. problems in a company, but if Eastern We spend a lot time designing you know who you are, what you Europe 7% Latin the product and we do that with want and why you are working America Western Europe 17,5% the help and supervision of the for a particular company, and 23% celebrities. We’ve always done you put passion into your that, with Jennifer Lopez, Sarah job, you’ve got a much better

Jessica Parker, and also with chance of being successful in Women Victoria Beckham who really got everything you do. THE ESADE MBA 27% involved in the design of her GRADUATES perfume. Men 73% “The best advice I can give to The ESADE MBA students is that they should put passion and dedication into The road to 5 billion everything they do”

What does a celebrity need to have for you to become A University of Mannheim graduate, before interested in launching a he became CEO at Coty Bernd Beetz had fragrance inspired by him or worked for 20 years at Procter & Gamble her? and subsequently as President and CEO He or she has to be someone of Christian Dior Parfums. In 2001 he was who is famous and liked by the appointed CEO at Coty Inc., the company public, someone who transmits François Coty founded in 1904 in Paris. values which tie in with our Today Coty Inc. is the world’s biggest philosophy and who above all perfume company and a recognised leader is ready to spend time on the in its sector with annual net sales of $4 process of designing his or her billion. Coty Inc. has built up a portfolio fragrance. of major brands including Baby Phat, Balenciaga, Calvin Klein, Cerruti, Chloé, Is the market saturated? Chopard, Davidoff, Home Skin Lab, Nowadays the entire market is Jennifer Lopez and Sarah Jessica Parker, saturated. Who needs a new and sells its innovative products to car or a new type of phone? By consumers in 90 markets worldwide. Bernd contrast, there’s always room for Beetz now wants to go one step further and new products, especially in the turn the company into a $5 billion giant. cosmetics and beauty industry, which lives off innovation. 53 UPDATE EXECUTIVE LANGUAGE CENTER Spanish courses at ESADE: the real Spanish experience

Back in the 60’s, the prestigious Business School came to the rescue of local businessmen, and taught them English to perform internationally. Today, ESADE helps foreigners who live and work in Barcelona to improve their Spanish.

[email protected] - www.esade.edu/spanish Teacher of Spanish for Foreigners

A le x F e r nánde z de C as tro ESADE-ELC: Av. Esplugues, 92-96 – 900 180 358

SADE’s Executive Language At any Spanish class, it is hard Center offers prime Spa- not to find out valuable informa- E nish language courses, not tion about different countries only to foreign students already and professions”. enrolled in any of the Law or As part of the research to write Business Programmes, but also this piece, a survey was distribu- to anyone strictly interested in ted among the students. Some of learning Spanish. their answers tell us more about One strong selling point of their expectations before joining ESADE-ELC is the quality of its ESADE, their Spanish learning teachers. Delia Castro, Director process and their impressions on of the Spanish Department, used Barcelona as a whole: to be the Academic Coordinator of the Master Programme for What do you like about the Teachers of Spanish as a Se- course? Name one thing you didn’t cond Language at the Universitat “The constant changes of pace, expect about Barcelona de Barcelona. methods and activities. My con- “The expensive prices of In the Spanish Programme, the centration never decreases”. housing”. Semi-intensive courses have “The fact that there are not “The fact that Catalan language been gaining popularity. too many students. Its relaxed and culture was so important” These classes are held twice a atmosphere, we feel no pressure week, mornings and afternoons to learn”. Why did you choose to learn and we offer general and busi- “The fact that the teacher knows Spanish in ESADE? ness Spanish. The group size is French or English to make rele- “My boss told me it is the best a maximum of 12 students per vant comparisons”. Language School in town. She group which facilitates individual “The discussions among stu- herself learned English here”. attention. Start dates are Octo- dents make it very interactive”. “It is a strategic partner for my ber 2009 and there are preferen- university, back in the US”. tial rates for ESADE alumni. Name a useful word or expression “Because of its reputation and “We believe in student-centered that you learned recently. its good price-quality ratio”. education -claims Alex F. de “I love the word palomitas, I find Castro-, so we try to assist our it very poetic, a good example of students along their Spanish creativity among Spanish people”. language and culture learning “Dormirse en los laureles”. “Co- process. And here’s one last mida para llevar”. “Any business For further information please check our added value: students also Spanish vocabulary”. website www.esade.edu/spanish or contact [email protected] realise how privileged they are to “Pasar el bulto”. 900 180 358 or 934 952 095 54 learn so much from one another. “Ojalá”. Los tanatorios de Barcelona, muy cerca de ti

Tanatorio Collserola · Tanatorio Sancho de Ávila · Tanatorio Sant Gervasi · Tanatorio Les Corts Muy cerca de ti Ronda de Dalt www.sfbsa.es - 902 076 902

SFB-rajola-220x280_CAST.indd 1 22/6/09 15:12:32 IN THE NEWS

1972 1978 1992 Director at Andprivatewealth, an Andbanc Group company in Joan Miró i Soler given José Campos, CEO at Antoni Folguera, CEO at Geneva. Mateu joined the Distinguished Auditor Laboratorios Ordesa Font Salem S.L. Andbanc Group ten years ago as Award José Campos Antoni Folguera Treasury and Capital Markets Coll (Lic&MBA (Lic&MBA 92) Director at Banca Reig; after 78) has become has been Banc Agrícol and Banca Reig CEO at the appointed CEO merged to create Andbanc, he international at Font Salem became Deputy Director of Ordesa group S.L., the leading Andbanc’s representative office which delivers health and beer and soft in Panama. nutrition products and services drinks manufacturer in Spain for particularly in the baby and distribution and co-packing Fran Equiza, Regional Joan Miró i Soler (EDIC 72) has childcare sector. brands with two plants in Director Latin America been awarded the title of Valencia province and a Grupo and Caribbean for Distinguished Auditor by the Damm subsidiary. Folguera has Oxfam GB Catalan Chartered Accountants 1984 been at Grupo Damm for around Fran Equiza Association in recognition for his 15 years in a variety of executive (Lic&MBA93 and thirty-year career in the Mireia Poch sets up posts in marketing and sales. Vicens Vives 04) profession, firstly as a director in Valors i Persones has become a multinational wine and cava Mireia Poch i Regional Director group from El Penedès and, since Gaudier 1993 Latin America and 1989, partner director at GM (Lic&MBA 84), Caribbean for Oxfam GB, the Auditors. For seven years Miró who is credentia- Enric Noguer, new CEO British member of the Oxfam has been a member of the Board led in ontological at Hotetur International Confederation which of the Catalan Chartered coaching, has Enric Noguer combats poverty and injustice in Accountants Association and founded the (Lic&MBA 93) more than 100 countries head of the Audit School. company Valors i Persones to has been worldwide. deliver coaching services in situa- appointed CEO at tions of professional change for Hotetur, a post Manel Martínez Ponsa, 1976 individuals and teams. he will combine Vice-President and with being Director General. In CEO at HP Imagen e Francisco López, his new position he will oversee Impresión Iberia Virtuts Angulo and 1986 implementation of the company’s Manel Martínez Llorenç Rubió set up strategic plan. After five years at Ponsa (MBA Libros de Cabecera Xavier Torras, Grupo Tui in management posts 93) is the new Corporate Brand and in Spain, Germany and the Vice-President Communication Dominican Republic, Noguer and CEO at HP Director at Grupo Roca joined Hotetur in 2000. At the Imagen e Grupo Marsans chain he has Impresión Iberia. He has spent been Expansion Director, twenty years at HP and was Financial Director and, since worldwide business manager for Francisco López Martínez March 2005, Director General. the company’s Large Format (Lic&MBA 76), Virtuts Angulo Printing business for the (EMBA04), Llorenç Rubió Enric Mateu, creative and technical market. (MBA02) and Carmelo Canales Investment Director at Since he joined HP in 1989, have set up publishing company Andprivatewealth Martínez has held a number of Libros de Cabecera which is to Xavier Torras (Lic&MBA 86) R&D posts as an engineer specialise in business issues. Its is the new worldwide Corpora- Enric Mateu developing firmware for large three main lines are manage- te Brand and Communication (Lic&MBA 93) format products. In 1993 he ment handbooks, business Director at Roca Corporación has been named moved to the marketing division testimony and novels set in the Empresarial. In his new role he Investment and where after several years spent corporate world. The first books it will coordinate and direct com- Portfolio in a number of positions, he has published are La empresa, munication and strategy for the Management became General Manager for explicada de forma sencilla and more than 20 brands the group La cuenta de resultados,­ written has around the world as well as by Francisco López. its corporate communication. We want to hear about your career moves. Email ESADE Alumni at [email protected]

56 IN THE NEWS

EMEA in the large format Oriol Aguilà, Strategy heritage management issues in Atención al cliente (Pirámide, 3rd printing business, taking on the and Brand Director the media. He has taught cultural edition) and Trabajadores same role worldwide in 2008. at the Catalan management and sponsorship at competentes (ESIC). Broadcasting Company a number of universities and at The board of the the Catalan Public Administration 1994 Catalan Broad- School. 1998 casting Corpora- Miguel Abelló, Country tion has Guillermo Vidal, new Manager for Budweiser unanimously 1997 partner at Cuatrecasas in Spain named Oriol Guillermo Vidal Miguel Abelló Aguilà (ADE 94) as Strategy and Antonio Blanco Prieto Wagner (AGT 98 y (Lic&MBA 94) Brand Director for the organi- publishes Aprender a Máster en Asesoría has been sation. This newly created post motivar Fiscal 02) has been appointed coordinates the Communication, Antonio Blanco appointed a partner Country Manager Marketing, Sales and Public Data Prieto (Programa at Cuatrecasas. A for Budweiser in Analysis divisions. Aguilà will also Dirección University of Barcelona Law and Spain. He has more than 14 handle the corporation’s public Estratégica en Economics graduate, he has spent years’ experience in mass and institutional relations. In Marketing 97) the whole of his professional consumer goods marketing and 1996 he joined the Liceu Theatre has published career in the tax department at sales positions and has worked Foundation, where he held a his book Cuatrecasas since joining the firm for multinationals such as number of positions dealing with Aprender a motivar, brought out in 1996. Member of the Sports Danone, PepsiCo and Unilever sponsorship and institutional re- by Paidós. Using a practical Team and German Desk at Bestfoods. Prior to that Miguel lations. In 2005 he became head approach, the book looks at a Cuatrecasas, in his new post he was Overlay Marketing Director in of Communication, Marketing and range of techniques and issues will enhance advisory services for the international division at Aguas Sponsorship. He has also worked connected with motivation at non-profits, foundations and public Danone in Paris. on philanthropy and artistic work. Blanco has also published sector organisations.

57 IN THE NEWS

César Negrete, Sales 2001 Idoia Sola, Marketing 2003 Director, Automotive Manager at Inviva Customers at David Teixidó Ibáñez, Xavier Codó, T-Systems Iberia Climate Control Sales Director General César Negrete Manager at Mitsubishi de Icar Vision (MBA 98) has Electric Europe Xavier Codó been named Sales Mitsubishi Grasa (MBA Director for Electric Europe, 03) has been Automotive B.V., has appointed Customers in Spain appointed David CEO at Icar and Portugal at T-Systems Iberia. Teixidó Ibáñez Vision His remit covers sales to vehicle (MBA 01) as its Idoia Sola Mateo (MBA 01) has Systems, a and parts manufacturers, traders, new Climate Control Division been named Marketing Mana- company importers and logistics operators Sales Manager. In his new post ger at Inviva eyewear, a joint which delivers digital identifica- among others. he will be responsible for all the venture between Indo and Viva tion technology solutions which company’s sales processes and Internacio­nal. She is to be brand identify people through personal Cristina Magdalena channels. With more than 15 manager for Tommy Hilfiger, documents, face recognition, Pinilla, Business years’ experience in the energy, Guess and GANT glasses in signatures and biometric traits. Consultancy Director at air conditioning and water industry Spain and Portugal. Previously Codó worked for Fujitsu Services in executive positions in marke- seven years at the Swedish Fujitsu Services, ting and sales, Teixidó has worked Gunne­bo Group, the world leader a leader in IT for companies such as Cepsa, 2002 in security where he held a range solutions and Eurofred and Fluidra. At present of posts in the Group’s compa- services, has he is a qualified Marketing Oscar Aragón becomes nies in Europe. announced the Management consultant at the CEO at Sotkon appointment of Open University of Catalonia. Oscar Aragón Borja Fernández de Cristina Magdalena Pinilla (MBA (MBA 02) has Alba, Sales Channel 98) as its new Business Consul- Eduardo Ferrer, new joined Sotkon as Regional Manager at tancy Director. She has spent a Corporate Finance CEO Spain. Orange large part of her professional Officer at Tecsidel, S.A. Sotkon is the Borja Fernández de career as a Senior Manager in the Eduardo Ferrer market leader in Alba (MBA 03) has Strategy division at Accenture (MBA 01) has underground containers for the joined the Sales where she worked for more than been appointed selective collection of solid and Distribution 10 years. Corporate Finance urban waste as the most Department at Officer at Grupo ecological solution which blends Orange as head of the project to Tecsidel to ramp in with urban landscapes. He launch and expand the 1999 up its growth and international has previously worked at Cepsa, company’s own stores and presence. Grupo Tecsidel ISS Facility Services and Gas franchise outlets in Catalonia Alberto Moreno, develops integration systems for Natural. and Aragon. In addition Fernán- Feedback Marketing telecommunications, motorway dez is also in charge of another Proactivo Director tolls, logistics and industrial Francisco López part of Orange’s exclusive sales systems and also operates in (see class of 1976). channel involving independent France, Norway, Ireland, the US, distributors and manages a team Brazil, Argentina and Chile. Xavier Artigas, new of 5 sales supervisors. Sales Director at Castañer Xavier Artigas (DGM 02) has After more than 6 years in the joined Banyoles- Marketing Department at “la based firm Caixa” and 4 as Partner Director Castañer as its of an advertising agency, Alberto Sales Director. Moreno (Lic&MBA 99) has foun- After his time in jewellery ded and runs Feedback Marketing (Majorica and Carrera y Carrera) Proactivo, a new agency delivering as head of international markets, all-inclusive marketing and com- Artigas joins Castañer to munication services. consolidate and grow Grupo Castañer sales both at home and abroad. 58 IN THE NEWS

2004 Antoni Valls, CEO at Patxi Festa, manager of 2008 Almar Bellatera RCS Kide India Pvt. Ltd Christoph Kraemer, Antoni Valls Patxi Festa (EMBA Alex Bouldstridge Balari Managing Director at (Dirección 06) has been founds Bologna Health TimeSavers - Quality Financiera 04) appointed manager Jobs Personal Concierge has been of RCS Kide India Alex Bouldstrid­ CChristoph named CEO at Pvt. Ltd, based in ge Balari (MBA Kraemer (MBA Almar Bellaterra Pune, India. RCS Kide makes 08) has set up 04), has become S.A., a Grupo industrial cold rooms mostly for Bologna Health Managing Director Almar firm which markets the food industry and is a joint Jobs, a health at TimeSavers - materials and services for new venture between Kide (part of care recruitment Quality Personal builds, refurbishment, remode- Grupo Mondragón) and the company that Concierge, a firm which provides lling, interior design and Indian firm RCS, the leader in operates both domestically and personal assistants for indivi- decoration. Previously he had the industrial ventilation market. abroad and is headquartered in duals at affordable prices. It been Financial Manager at Spain. does all those things its companies in a range of sectors. Carla Fdez.-Moreno, customers cannot do themselves new freelance PR in order to give them more free Virtuts Angulo Manager at Travelzoo time and enhanced quality of life. (see class of 1976). (Europe) Ltd Carla Fdez-Moreno Josep M. Gonzàlez, (MDMC 06) has new Caixa Catalunya 2005 joined Travelzoo Regional Director in (Europe) Ltd as its Girona Frederic Albinyana, new freelance Josep M. Gonzàlez Deputy Managing Public Affairs Manager for (EMBA 04), Director at Similor Spain. Fdez.-Moreno has worked previously the Group in communication departments Staff Management Frederic at large corporations such as and Planning Albinyana Bril The Dow Chemical Company and Director in the (MBA 05) has Hewlett- Packard. Recently she Personnel Department at Caixa been named has been an external communi- Catalunya, has been appointed Deputy cation and marketing consultant the bank’s Regional Director for Managing for start-ups or firms that have Girona. Gonzàlez joined Caixa Director at just begun operations in Spain. Catalunya in 1991 and since Similor Group, a Swiss taps then has held a range of posts in company in Roca Corporación the organisation including Deputy Empresarial. 2007 Manager and Manager in the Personnel Department. Since Óscar Daza, CRM 2006 he has been its Staff 2006 Manager and Loyalty Management and Planning Programme Head at Director. Miguel Ángel Menén- Expo Grupo dez, Brand Manager for Óscar Daza the Harvest Business (MDMC 07) is at AGCO Iberia the new CRM Miguel Ángel Project Director Menéndez and Loyalty (MCMC 06) Programme Head at Expo Grupo, has been a growing hotel chain with more appointed Brand than 1600 employees in Spain Manager for the operating in the business and Harvest tourism upmarket hotel, Business at AGCO Iberia, a restaurant and services sector. subsidiary of AGCO Group, a US multinational which markets Massey Ferguson, Fendt, Valtra and Challenger agricultural machinery We want to hear about your career moves. and tractors Previously Menéndez Email ESADE Alumni at [email protected] had been Marketing Director at Same Deutz-Fahr for 6 years. 59 IN THE NEWS SPORT AND CULTURE The world of chocolate The secrets of beer

ESADE Alumni and Estrella Damm (www. estrelladamm.es) have run two more editions of a by now classic event at the Old Cer- vezas Damm Brewery. Attendees reviewed the history of the popular Alumni were once again able to sample the finest beverage while going chocolates at a workshop organised by Cacao Sam- on a guided tour of the paka (www.cacaosampaka.com). Attendees learnt facility. The visit was how to select cacao beans and distinguish between rounded off with a beer the aromas and flavours of the different varieties. tasting session.

Culture and art ‘Children’s at the Liceo Book Day’

The Liceo Theatre opened its Cultural doors exclusively to ESADE Event alumni last 16 May for a guided tour of its auditorium, Alumni and their chil- dressing rooms and service dren were able to enjoy a areas. Ever since the opera children’s literature event house was founded in 1847 sic and has become one of the featuring María José Bataller it has played host to some of cultural and artistic landmarks Sánchez (Lic&MBA84), who the finest voices in world mu- of Barcelona. presented Un paseo por el cielo. The book contains five separate stories which look at values like friendship, feelings and ecology through astronomy. Spring golf tournament

On 19 April a golf tournament for ESADE students and alumni was held on the North Course at Port Aventura us- ing Four-Ball Best-Ball Stableford. The competition was rounded off by a meal at which prizes were handed out to the individual winners and the best ESADE Alumni and MBA pairs.

60 IN THE NEWS SPORT AND CULTURE 3rd NACEX-ESADE Alumni Mountain Bike Trophy

The 3rd NACEX - ESADE Alumni Mountain Bike Trophy was held Race Classification on 16 May and brought together 59 competitors who enjoyed Women racing out in the countryside. 1. Elisabeth Ann Tufano (MBA07) 1h49:45.0 The event took place on a course 2. Esther Inglés Font (AGT96) 1h54:44.0 designed by former world downhill 3. Madeleine Puckett 1h54:44.0 champion Tomi Misser at ESADE Creapolis and was divided into a Men number of categories. In addition 1. José Luis Diéguez 1h17:21.0 to the prizes for the winners, all 2. Oriol Molera Ferrer (Lic&MBA93) 1h18:10.0 entrants received a gift at the 3. Jordi Mateo Vila (MBA98) 1h19:21.0 end of the race.

2nd NACEX-ESADE Alumni Fun Run Trophy

After the success of its first edition, last 7 June 150 runners came along to Race Classification Montjuïc Castle in Barcelona to take part in the 2nd Nacex-ESADE Alumni Fun Run Women Trophy. The event featured a 5 and a 10 • Angela Castrejón (Lic&MDE 07) 26:25.00 km circuit on a route that combined sea 5 km route and mountains. After the race runners • Nuria Molina 50:57.00 10 km route were able to recharge their batteries at a Catalan sausage meal with their col- Men leagues and friends from ESADE. Along- • Carlos Chicharro (MBA 88) 21:45.00 side the presentation of prizes to the 5 km route winners, all participants received a bag of • Albert Cervera 38:29.00 10 km route goodies from the sponsors.

MINI-ESADE Alumni Paddle Tennis Tournament

The Club Ciudad Diagonal in Esplugues de Llobregat, Barcelona, was the setting for the MINI-ESADE Alumni Paddle Tennis Tournament held from 8 to 13 June. The event was open to current ESADE students and alumni as well as their families and friends and featured 122 players divided into 61 pairs. The competi- tion was divided into three categories: men, women and, for the first time, mixed doubles.

Winning pairs: Men: Alex de Antonio (Lic&MBA07) and Enric Sanmartí • Women: Nuria Asturgó (Lic&MBL 03) and Marta Pons (Lic&MBL 02) • Mixed: Eva Falqués and Albert Ripoll • Men’s consolation: Eudald Duran (Lic&MBA06) and Albert Castellsagué

61 IN THE NEWS MY CLASS Class Reunions

Reunion for all MBA Part Time classes – 13 May 2009

Lic&MBA 1984, 25th anniversary – 15 May 2009

MBAPT 2006 – 8 May 2009 IP&IT 2006 – 8 May 2009

Lic&MBA 1974, 35th anniversary – 14 May 2009

More photos at www.esadealumni.net � Alumni Network � My class Lic&MBA 1979 and 1980 – 14 May 2009 62 in the news My class Class Reunions

MIM 1986 and Lic&MBA 1986 – 24 April 2009

MBA Full Time 1981 – 17 April 2009

MBA Part Time 1999 – 2002 – 16 April 2009 MBA Program, FT and PT 2001 – 13 March 2009

MBA PT and FT 1990– 5 March 2009

Executive Masters MDMC – DGM – DEC – 9 March 2009 XIV MBA PT 1994 Class Reunion – 6 March 2009 63 in the news my class

Lic&MBA 1996 – 6 March 2009 MBA FT – One Year 2008 – 14 March 2009

Other class reunions

EMBA 2006 – 24 April Lic&MBA 1976 – 24 April DGM 2005 – 17 April EDIK 85, 86 and 87 – 16 April MDMC 2004 – 20 March MBA 1969 – 20 March MBA PT 2003 – 12 March MBA PT 1995 – 27 February

DEC 2006 – 27 February 2009

MBA Program, FT and PT 1997– 27 February 2009

MBA 1983 – 21 February 2009

MBA Program, FT and PT 2000 – 13 February 2009 More photos at www.esadealumni.net � Alumni Network � My class 64 MEMBERS ONLY

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“LA CAIXA” OFFERS egurCaixa Auto is car insurance for private vehicles and offers you the widest assortment of covers and the most ESADE ALUMNI S complete range of services while providing excellent value MEMBERS SPECIAL for money. CONDITIONS FOR THEIR CAR THE CAR INSURANCE THAT GIVES YOU THE MOST SegurCaixa Auto offers you much more than the rest: INSURANCE. In the event of a total write-off, you can have your car replaced by a similar one: • 100% of value as new in the case of cars less than two years old. • 100% of market value for cars that are more than two years old.

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65 MEMBERS ONLY

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The ESADE Alumni card, which is both a mem- bership card and a credit card, is essential for accessing all the association’s events and services.

The card makes it possible to enhance service for members and speed up access to facilities and events.

If you haven’t received one or have mislaid it, call No maintenance fee us on 902 420 020 and ask for a replacement. ”la Caixa” loyalty points

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R AGE T S OME A MEMBE T BEC TAKE ADVAN HESE BENEFI AND T Bankinter: Metro-3: Deutsche F ALL O 902 420 020 50% of profits shared Exclusive conditions and Bank Services 93 495 20 98 out among its alumni advantages from the Preferential www.esadealumni.net customers building company mortgages

Find out more details about these and other special agreements that are regularly Press clippings Daily selection of posted on www.esadealumni.net in the news items published in business Benefits section. and national newspapers. 66 pecial Sfeature

Technology and vehicle leasing

l Aczeda (technology leasing) l C.A. Metropolitan (technology leasing) l ECS (technology leasing) l Rentior (technology leasing) l Telinformática (technology leasing) l Arval (vehicle leasing) l BBVA AutoRenting (vehicle leasing) l CaixaRenting (vehicle leasing) l Fraikin (vehicle leasing) l Fualsa (vehicle leasing) l Grupo Romagosa (vehicle leasing) l Mapfre Renting (vehicle leasing) l Pirelli (vehicle leasing) l Record Rent a Car (vehicle leasing) SPECIAL FEATURE TECHNOLOGY LEASING

COMPANY Phone: 93 411 43 00 Aczeda Development, S.L. Fax: 93 415 45 64 HEADQUARTERS E-mail: [email protected] Còrsega, 282 CONTACT PERSON 08008 Barcelona Eva Aventin

Leasing capital goods through banks

SERVICES • Aczeda enables our customers to rent capital goods through banks with complete flexibility and regardless of the supplier or distributor. • Aczeda delivers services to all market segments including large public institutions, key accounts and SMEs. • Aczeda contributes to the growth and profitability of the product (focus on creating loyalty). • Aczeda manages operational risks and the services required to deal with both complex projects and multiple operations for smaller amounts. • Aczeda delivers the range required in capital goods families: ITC, health, industrial machinery, logistics, HORECA, furniture, etc. czeda is a specialist in promoting and managing capital • Aczeda is constantly innovating to enable Agoods leasing through banking networks. products to be upgraded to meet changing It has a high degree of penetration in Spanish banking networks needs. with a presence in the leading financial institutions by revenue. We offer all the services required for successful leasing WHAT MAKES THE COMPANY through banks. Our commercial, operational risk and technical/ DIFFERENT administrative management services enable us to devise and • National leader in capital goods leasing market financial products for the use and renewal of capital goods through banks. accompanied by additional services. • Specialist in financial products for the use These products are geared towards all customer segments in and renewal of capital goods (not including banking networks, which means each financial institution can map vehicles). out its own marketing strategy for the products. • Complete range of services for start up and Our 15 years of experience means we can accommodate the subsequent operation of the product. continuous growth and diversification of capital goods families • 15-year track record. and deliver specialisation, independence and flexibility to our • More than 10,000 customers and 25,000 customers. contracts handled in the last year. 68 SPECIAL FEATURE TECHNOLOGY LEASING

COMPANY Phone: 91 535 73 70 C.A. Metropolitan, S.A. Fax: 91 535 73 71 HEADQUARTERS E-mail: [email protected] Complejo Empresarial IMCE Website: www.cametropolitan.com Calle Joaquín Turina, 2 28224 Pozuelo de Alarcón Madrid

Leasing service integrators

A TECHNOLOGICAL PARTNER WHO IS AN EXPERT IN LEASING SOLUTIONS

C.A.Metropolitan’s solutions are geared towards comprehensive management of the lifecycle of an IT and industrial asset from inventory and installation to retirement or reuse. • Consultancy and auditing • Development: equipment purchase and transfer of use under agreed terms and conditions • Management: mapping out services including installation, he Grupo Metropolitan delivers premium quality IT guarantees, insurance, etc. Tand outsourcing project management services. • Integrated solutions: flexible hiring and financing operations to meet customer needs. CA METROPOLITAN is a leasing products and C.A. Metropolitan’s leasing policy means customers have instant services integrator. Entirely Spanish owned, it is and continuous access to goods and services and can renew and a leader and specialist in the tech sector which upgrade them in agreed terms. delivers turnkey solutions for its customers. It combines goods and services from a range of WHAT MAKES THE COMPANY DIFFERENT technology, software, industrial asset, services and content management suppliers to create one-stop • Leader in technological service integration in leasing with more global solutions. than 18 years’ experience in the field. • National firm that is not dependent on manufacturers or credit Our capacity and experience provide customers institutions. with a valuable management opportunity which • Highly specialised in technological renewal meets all of their needs in the use, maintenance • More than 400 customers, mainly in key accounts and banking. and continuous upgrading of company goods and/ • Offices in Madrid, Barcelona, Valencia and Vigo. or assets. • Agreements with the main manufacturers and distributors in the country. We have major agreements with the leading • Industrial asset leasing manufacturers and distributors in the country and • ATM outsourcing and payment per transaction for the financial deliver complete brand independence and freedom sector. in every project. • Digital pay-per-use marketing.

69 SPECIAL FEATURE TECHNOLOGY LEASING

COMPANY MANAGEMENT TEAM IN SPAIN MADRID OFFICE ECS INTERNACIONAL ESPAÑA, S.A. Executive Director: Francisco Castro Avda. Manoteras, 46 bis, 1º C-D HEADQUARTERS Sales Director: 28050 - Madrid C/ Constitució, 3, 1ª planta Miguel Ángel Sánchez Phone: 91 768 13 00 08960 – Sant Just Desvern Leasing Director: Fax: 91 383 86 02 Barcelona Mª Ángeles Romera Phone: 93 470 30 00 – 902 16 33 16 Services Director: Fax: 93 4739729 Patrizio Corniello E-mail: [email protected] Marketing and Strategy Director: Website: www.ecs-group.com Patrizio Corniello ECS, your information system’s partner

gainst a backdrop of constant change and increasing competition, Acompanies need to be flexible in their products, services, processes and organisation. BUSINESS CONTINUITY That has a major impact on their information systems: an information • Infrastructure guarantee: system must always be available to prevent business interruption and Mainframe, mid-range servers, storage, network.­ enable employees to use updated information at any time. • Implementation of services in: ECS evaluates the degree of availability required for each company Corrective and preventive maintenance, system based on its sector and operations and proactively helps to achieve it. software help in Spanish or Catalan, installation, ECS delivers the gradual solutions a company needs to attain mutually roll-out, migration, IT relocation. agreed goals. A company’s needs change every day. Whether it’s a case of deploying SELECTIVE OUTSOURCING new solutions or opening up new sites, no project can be planned and • Infrastructure guarantee: implemented without an adaptable IT system. ECS devises affordable Servers and environments. evolutionary technological and financial solutions for its customers. ECS • Implementation of services in: uses its skill and market knowledge to help its customers with start-up Outsourcing, hosting and remote management. and keeping one step ahead of the need for change. Companies need to be able to store IS reviews and checks and have LEASING SERVICES information required for decision-making to hand at all times. ECS • Including all HW and SW platforms (e.g. IBM, delivers all the tools its customers need to take efficacious technological Unix and Intel servers, storage and network) and financial decisions so that they remain completely independent in • Services provided: their IT decisions. Administration, technology upgrades, replacement and repair, asset management.

OUR EXPERIENCE Technical and financial support and advice about the choice and construction of the architecture: ECS Solutions High availability and security, TCO/ROI – IFRS – EBITDA consolidation and virtualisation. Evolution / Development Creation of value

Outsourcing

Providing experience

Ensuring continuity Change management

Asset control Mentoring ECS 70 SPECIAL FEATURE TECHNOLOGY LEASING

COMPANY Phone: 902 204 620 Rentior Solutions, S.A. Fax: 902 450 510 HEADQUARTERS E-mail: [email protected] Velázquez, 114 CONTACT PERSON 28006 Madrid Cristina Puzo

Managing capital goods

SERVICES • Independent advice • Hiring a flexible platform • Activation management • Technological upgrading • Finalisation and support

WHAT MAKES THE COMPANY DIFFERENT • Flexible and comprehensive solutions giving access to capital goods with the best leasing arrangements for each one. • The finest leasing and upgrade processes due to our experience entior delivers leasing of capital goods by taking on technical and flexibility. Rand administrative operating risk and leaving the financial risk • Reduces industrial risk as there for the bank. is no outlay at the start of the We work with the leading financial institutions, a wide range of suppliers investment. and customers from an array of sectors to deliver flexible and independ- • Capital goods can be upgraded at ent leasing with services. any time during the lifetime of the We offer independence, specialisation and flexibility and deliver contract. bespoke solutions based on customer needs and the specifications of • Facilitates changeover from suppliers’ products while facilitating operations to financial institutions buying to pay to use thus which otherwise would not be able to carry them out. securely outsourcing capital An expert partner delivering multi-good, multi-bank and multi-brand goods management. leasing solutions. • We are an expert partner who Independent: because we work with the leading financial institutions, helps to dimension capital goods suppliers and brands. management. Flexible: we facilitate operations by adapting leasing services to the customer’s needs Specialists: our experience has enabled us to develop the most com- plete range of solutions.

71 SPECIAL FEATURE TECHNOLOGY LEASING

COMPANY E-mail: [email protected] Telinformática Website: www.tii.es HEADQUARTERS CONTACT PEOPLE Balmes, 8, 2º 6º Manager: Cristina Ortiz (Executive PDE 04) 08291- Ripollet Sales Director: Albert Vàzquez Phone: 93 594 46 70 Fax: 93 592 11 72 Blesa, 6 08004 - Barcelona

Specialists in IT leasing solutions

elinformática is a services company specialising in IT leasing Tsolutions. It is in the TelGrup group with 25 years’ experience in the tech sector delivering integrated ICT solutions. What makes A pioneer in launching technology leasing solutions at the start of the the company 1990s, Telinformática analyses the technological needs of SMEs to different enhance their competitiveness and helps them to map out, implement, Avantrent is a leasing solution which combines monitor and manage their systems. We deliver bespoke solutions in product and consultancy and maintenance premium quality services and technical support and are committed to service use to ensure availability and enhance ensuring a return on investment generated by technology use through the cost-effectiveness of the customer’s boosting productivity. Customers can either call on a multidisciplinary information systems in return for payment of a team of qualified personnel to supplement their own IT departments or fixed monthly fee. completely outsource to optimise costs. • Technological leasing management linked to system lifecycles Solutions portfolio • Flexibility in expanding or renewing equipment • Voice, data and video network design and services at any time • Connectivity • Total ownership cost control • High and low availability servers • Processing of operations with financial • Virtualisation institutions and insurance carriers • Workstations • Integrator which delivers multibrand and • Storage and backup solutions multiproduct solutions • Printing and document management systems • Modular solutions featuring the services • Security and threat management systems chosen by the company • Telephony • Equipment retirement management

Services • Systems, security and system use auditing • Identification of improvement opportunities aligned with strategy • Devising technological and financial solutions • Implementation and installation • Project management • IT management outsourcing • Maintenance service • Hours package • Helpdesk Cristina Ortiz, • System monitoring Telinformática manager • Managed Internet services 72 SPECIAL FEATURE VEHICLE LEASING

COMPANY: CONTACT PEOPLE Arval Managing Director: Francois-Xavier Castille HEADQUARTERS: Sales Director: Luis Morán Avenida del Juncal, 22-24 Marketing and Sales Development Director: 28703 San Sebastián de los Reyes Stefano Berlenghi Phone: 91 659 72 00 Administration and Finance Director: Juan Jiménez Fax: 91 659 03 80 Operations Director: César Estrela E-mail: [email protected] Website: www.arval.es

Expert leasing consultants

A global services provider • Personalised advice about choosing the vehicle • Search, acquisition and registration (transport included) • Comprehensive maintenance • 24/7 roadside assistance • Breakdown repair and tyre replacement • Courtesy vehicles • Handling fuel cards to monitor usage • Insurance and handling claims and fines

WHAT MAKES THE COMPANY DIFFERENT • Advice about making efficient use of the fleet. • A Company Car Policy (CCP) to generate savings for the customer. • A TCO (Total Cost of Ownership) calculator to assess the rval is an international vehicle leasing company in direct and indirect cost of using the vehicles. Athe BNP Paribas group. It has a direct presence in 22 • Programmes designed to improve driving habits by countries (in Spain since 1996) and in another 39 through suggesting saving alternatives. agreements. It has 4,400 employees and a fleet of 688,000 • Strong CSR policy for fleets geared towards cutting vehicles in Europe. In Spain Arval Service Lease has more costs. than 280 employees. Over the last year the number of vehicles • Own internal quality system based on Six Sigma + Lean it managed and financed came to 48,000 in all makes methodology. weighing less than 3,500 kilos, ranging from small utility to • The Arval Commitment to meeting established standards industrial vehicles. Arval is a multinational firm that is one of in all its procedures. the leaders in Europe and Spain with a market share in both • The Arval Sales Academy training programme which of 8.5% (2008 figures for rental fleet). Every year the company enhances professionalism in sales teams. runs the Corporate Vehicle Observatory (CVO), an expert • The Corporate Vehicle Observatory (CVO), an expert international forum founded in 2003 and designed to foster international forum designed to foster information information exchanges between vehicle fleet managers. exchanges between leasing managers.

73 SPECIAL FEATURE VEHICLE LEASING

COMPANY: Phone: 902 11 73 00 CONTACT PEOPLE BBVA AutoRenting Fax: 902 200 434 CEO: HEADQUARTERS: E-mail: [email protected] Xavier Vila Fdez.-Santacruz C/ Almogàvers, 183-185, 2ª planta, Website: www.bbvaautorenting.com / Business Development: 08018 Barcelona www.bbva.es Yolanda Cerezo

“BBVA AutoRenting, a services company”

BVA AutoRenting is the vehicle leasing company in the BBVA BGroup. Founded in 1995, it has become a market leader in its sector. BBVA AutoRenting seeks to extend leasing in Spain where the Services and what makes market needs to increase two-fold to reach the European average. The the company different new niche markets are SMEs, self-employed professionals and, in the not too distant future, private individuals. BBVA AutoRenting leases all makes of CEO Xavier Vila says that BBVA AutoRenting’s greatest asset is BBVA’s vehicle. Just like BBVA, AutoRenting 3,500 branches and 30% share of companies and businesses. Yet it is seeks to expand its relationship with its not just having an extensive network which is important when it comes customers through innovating in products, to achieving success for this type of product. services and distribution models. A major part of leasing is non-financial. Over the last 5 years, BBVA has devised and distributed non-financial products and services Thus we make use of BBVA’s powerful which build loyalty. Bank branches and above all their managers payment systems to link the car with are customer contact points where influence and trust makes it a card for its lifecycle (maintenance, possible to sell almost any kind of product ranging from pension fuel, assistance, etc.), offering used car plans to accountancy services, real estate and cars. This is the BBVA leasing, achieving extraordinary prices philosophy which differentiates it from any other network whether and offering insurance options for all financial or otherwise. kinds of drivers regardless of their age. Furthermore, BBVA AutoRenting also has all BBVA branches and Regional Offices through which to sell its leasing fleets and used We provide high-level mobility consultancy to deliver global solutions for our customers that go beyond mere fleet sales; we offer the management of fleets of other products such as direct leasing or financing. We can also help to manage our customers’ taxes, we have the largest collection of used vehicles in Spain and many other services and products which come together to deliver exclusive and completely integrated service. BBVA AutoRenting is passionate about being a comprehensive services company. vehicles which are returned to the company once the rental has ended. Most of the time customers buy the vehicle they have been using or return it to the company which then makes it available to its best customers.

74 ESPECIAL RENTING AUTOMOCIÓN

COMPANY CONTACT PEOPLE CaixaRenting, S.A.U. Managing Director: Jesús Moreira HEADQUARTERS Marketing Director: Xavier Oms Gran Via de les Corts Catalanes, 130-136 Any ”la Caixa” branch or business centre 08038 Barcelona Customer Service: 902 193 180 E-mail: [email protected] Website: www.caixarenting.es

Wide range of products with quality service as standard

Services • Advice about choosing vehicles, equipment and technology. • Vehicle, equipment or property hire. • Insurance and handling claims with the carrier. • Comprehensive maintenance and repairs. In the case of vehicles, always at an official dealer. In the case of capital goods and technology, optionally and by the supplier chosen by the customer. • Tyre change, adjusting the number to customer needs. • 24x7 breakdown and accident assistance. • Payment of taxes and transport certificate. • Handling ITV roadworthiness testing. • Fleet management hub (start-up in 2009). • Dealing with fines (optional). • Predelivery vehicle (optional). • Courtesy vehicle (optional). • Vehicle collection on termination with purchase option.

aixaRenting and the more than 5000 ”la Caixa” branches WHAT MAKES THE COMPANY DIFFERENT Cdeliver comprehensive leasing solutions for our more • Always accessible for customers: more than 5,000 than 36,000 customers including key accounts, SMEs and the sales service points. self-employed. • Unique solutions for each customer: wide and flexible In compliance with strict service quality standards, we offer range of products and services. 4 lines of business to meet the needs of a wide variety of • Free customer choice: independent from manufacturers public and private sectors: vehicle leasing, capital goods and distributors. leasing, technology leasing with upgrading and property • Special monthly offers at competitive prices. leasing. This unique service makes us into genuine partners • We see to claims under a fully comprehensive in organisational management. insurance policy with no excess. We charge a single monthly fee for all of our services, which • Vehicles and equipment always in good condition: means our customers know the cost of every operation in vehicle maintenance and repair in official dealers. advance. Combined with additional tax and administrative benefits, that makes our service into the ideal ally for the management of our customers’ businesses.

75 SPECIAL FEATURE VEHICLE LEASING

COMPANY CONTACT PEOPLE Fraikin Alquiler de Vehículos, S.A. Managing Director: Martí Batallé HEADQUARTERS Sales Director: Rosa Perarnau Avda. Sant Julià, 169-175 Technical Director: Ángel Vallcorba Pol. Ind. Congost, 08403 Granollers Financial Director: Maria Vila Tel.: 938 404 800 Fax: 938 404 804 E-mail: [email protected] Website: www.fraikin.es

Fraikin Alquiler, a road paved with advantages

ince 1997 Fraikin has been leasing out industrial vehicles Sin Spain on short, medium and long-term rentals. We seek to adapt to the needs of each customer so that they will find the SERVICES product that best comes up to their expectations. • Advice about vehicle configuration based on We have a fleet of 55,000 industrial vehicles in Europe and a customer needs. market presence going back more than 50 years. • Ordering, organising and monitoring In Spain we have a 3,800-strong fleet which covers a wide range the manufacture of the vehicle and its of sectors: food distribution, goods transport, rubbish collection, components. facility maintenance, ambulances, delivery vehicles, etc. We • Registration, providing all required have 18 branch offices in Spain’s main cities. documentation and insurance. Our TOTAL GUARANTEE product includes maintenance and repair • Delivery at Fraikin or at the customer’s of all equipment; the only things our customers need to supply address as requested. are the driver, the fuel and the transport certificate. • Registration and road tax included. In 2009 we have launched a new product called FLEET • Maintenance and repair of the vehicle and MANAGEMENT. It covers all maintenance, repair, tyres, all its components (cooling unit, flatbed, insurance and assistance for vehicles belonging to the crane, etc.). customer. • Roadside assistance. • Tyre change with unlimited mileage.

WHAT MAKES THE COMPANY DIFFERENT • Fully comprehensive insurance. • Roadside assistance anywhere 24/7/365. • 902 phone lines for customer service, travel assistance and claims processing staffed by own personnel. • Predelivery and/or courtesy vehicle (optional). • Fleet vehicle for work peaks, new projects or seasonality. • Proactive monitoring of preventive maintenance and ITV roadworthiness testing.

76 SPECIAL FEATURE VEHICLE LEASING

COMPANY E-mail: [email protected] FUALSA Website: www.fualsa.com HEADQUARTERS CONTACT PEOPLE Puerto de la Morcuera, 2-10. Polígono Industrial Sales Manager: Prado Overa, km 7.8, A-42. 28919 Leganés (Madrid) Eduardo González de la Rocha. Phone: 91. 508. 70. 27 Fax: 91. 508. 70. 31

Vehicle leasing for companies and professionals

ualsa has been operating in Spain for 28 years and is one Fof the leading vehicle leasing firms for companies and professionals. It operates a fleet of 33,000 vehicles, has a SERVICES AND WHAT MAKES THE 2,800-strong customer portfolio and 15 branches all over Spain. COMPANY DIFFERENT Its distinguishing mark is its comprehensive vehicle maintenance service delivered at its 50,000 m2 facilities which can handle more Fualsa’s spectacular growth is the outcome of than 150,000 operations per year. It has 25 mobile and 3,500 its distinctive flexible leasing formula, a long- associated repair shops. term rental service featuring bespoke, risk- The company has eight storage lots for used vehicle sales with free contracts for each customer with open more than 1,000 units in stock, none of which are more than 30 terms. Flexibility: months old and whose maintenance and fine-tuning is carried out at Fualsa facilities. • Unlimited mileage which avoids unnecessary After implementing its quality management and environmental usage when the lease comes to an end. management systems, Fualsa has been awarded UNE-EN-ISO • Free courtesy car in the event of breakdown 14001:04 and UNE-EN-ISO 9001:2000 certification. included in the monthly fee.

Plus its short-term rental service (option of 1 to 30 day hire) is especially suitable for the self-employed and private individuals as it can be paid for by card with no need for approval by the Risk Department. Some 16% of the company’s customer portfolio currently consists of the self-employed.

77 SPECIAL FEATURE VEHICLE LEASING

COMPANY Fax: 93 289 52 33 Grupo Romagosa E-mail: [email protected] COMPANIES AND COMMERCIAL VEHICLES Website: www.romagosa.es DEPARTMENT CONTACT PEOPLE Cobalto, 12 - 08038 Barcelona Manager: Aureli Galán Phone: 93 307 27 10 Companies and Commercial Vehicles Department Head: Mobile: 635 606 366 Xavier Aragonés

Our customers’ trust is our finest reward

ere at Romagosa we are always striving to provide our Hcustomers with added value. Yet doing that involves more than just being one of the leading vehicle distribution groups, as we also SERVICES have to constantly adapt to meet the needs of one of the most AND WHAT MAKES THE demanding and competitive markets around. COMPANY DIFFERENT Increasing numbers of small and large enterprises and liberal professionals and the self-employed alike are looking for professional • Highly specialised Companies and transport services. Our Companies and Commercial Vehicles Commercial Vehicles Department Department has been set up precisely to address their concerns. dedicated to this type of customer. Here at Romagosa our services include choosing the right vehicles • Official after-sales service for each production task, negotiating the best terms and conditions specialising in companies and with the makes we represent, the logistics of national delivery, professionals. drawing up reports, transformation work and follow-up in our after- • Option of private after-sales sales service and delivering the most competitive offer in rental, leasing and finance. service agreements for fleets. The quality of the service we supply can be seen from the fact that • Handling of used vehicles. more than 60% of our department’s production comes from repeat • Dedicated 902 customer care line. customers who reward us with their loyalty. • Website featuring repair shop Our slogan stands for our work philosophy and what we offer: bookings service and payment “Romagosa, trust and confidence since 1903”. gateway for buying new and used vehicles.

Aureli Galán, Companies and Commercial Vehicles Department Manager

78 SPECIAL FEATURE VEHICLE LEASING

COMPANY Phone: 902448844 Mapfre Renting, S.A. Fax: 91 581 50 02 HEADQUARTERS E-mail: [email protected] Carretera de Pozuelo, 52 Mapfre and Caja Madrid branches 28220 Majadahonda (Madrid)

Commitment to service quality

Services included: • Purchase, registration and delivery of the chosen vehicle. • MAPFRE FAMILIAR fully comprehensive insurance with no excess. • Preventive and corrective maintenance. • Breakdown repair. • Tyre replacement. • Handling and paying taxes. • Handling fines. • Roadside assistance anywhere. • Option to take out courtesy vehicle. • Fixed fee during the lifetime of the contract. • 24-hour customer care: 902 44 88 44

ADVANTAGES OF MAPFRE RENTING • Guaranteed fixed fee during the lifetime of the contract. • Unbeatable quality and service at APFRE is an independent Spanish business group which competitive prices. Moperates in the insurance, reinsurance, financial, property • Includes MAPFRE FAMILIAR fully and services sectors. comprehensive insurance with no excess. MAPFRE has the biggest branch network in the Spanish insurance • Personalised care through our branches and industry and one of the biggest of any financial institution. permanent service by phone. At the end of 2008 it had 430 direct branches, 2,773 agent branches, 40 branches specialising in Mapfre Vida and more than 20,762 agents and partners. MAPFRE RENTING is a company in the MAPFRE Group, a subsidiary of MAPFRE FAMILIAR, which was founded in 2001. As in every business that it operates, MAPFRE RENTING is committed to service quality and offers long-term leases which enable its customers to have a new vehicle in return for paying a fixed monthly fee.

79 SPECIAL FEATURE VEHICLE LEASING

COMPANY CONTACT PEOPLE TYRE & FLEET (owned by Pirelli Neumáticos, S.A.) Sales Director Spain and Portugal: Gian Paolo Gatti HEADQUARTERS Comini C/ Viriato, 47. Pl. 11 Director: Joan Torradeflot 08014 Barcelona Manager: Montserrat Cots Phone: 902 516 160 Fax: 93 366 36 07 Website: http://www.pirelli.es E-mail: [email protected]

Tyres and fast mechanics for rental company fleets

What makes the company different • National coverage (260 workshops). • Multi-brand network (preferred brands are Pirelli, CEAT and Courier, Pirelli Group brands). • Specialisation in all automotive segments: cars, 4x4 and SUV, motorbikes, commercial and industrial vehicles. • Network on single IT platform which operates as a central billing office. • Handling and data for maintenance yre & Fleet is a company owned by Pirelli Neumáticos, and spare parts. TS.A., which delivers commercial and administrative tyre • Exclusive Tyre & Fleet customer maintenance and fast mechanics management services for helpline on 902 516 160. leasing company fleets in Spain. It has 260 DRIVER, Omnia Motor • Network of workshops with optional and KeyPoint tyre and fast mechanics workshops throughout courtesy vehicle. mainland Spain and the Canary and Balearic Islands chosen for their service excellence and customer care. Tyre & Fleet offers a multi-brand tyre change service for cars, 4x4s and SUVs, industrial and commercial vehicles and motorbikes with preference given to Pirelli brands Pirelli, CEAT and COURIER. It also delivers maintenance and fast mechanics services. In addition Tyre & Fleet advises rental firms about billing, usage stats and purchase recommendations. It has the structural backing of Pirelli Neumáticos, S.A., the company which markets Pirelli products in Spain.

80 SPECIAL FEATURE VEHICLE LEASING

COMPANY Phone: 916 777 423 Record Rent a Car S.A. Fax: 916 777 366 HEADQUARTERS E-mail: [email protected] Av. Cañada, 113 Website: www.recordrent.com Polígono Coslada 28820 Coslada

Flexible leasing for 40 years

ecord Rent a Car, a flexible leasing services company for the last R40 years, has been a Northgate investee firm since 2005. Its extensive fleet management experience and the enormous loyalty Services and what makes the of its customer base have helped the company to grow to 35,000 company different vehicles managed by 17 branches throughout Spain. • Flexibility: 48-month, 24-month, 12-month. Each regional office has its own repair shop and the company has five 6-month and 1-month contracts; whatever panel-beating shops together with the backup of agreements with more you need with flexibility in early return. than 10,000 partner repair shops. • Unlimited mileage: you can do the miles “The ability to meet our customers’ needs” is the guiding principle for you need for your work without having to our team of professionals who topped 540 people in 2008. worry about being penalised. Our fleet includes all types of vehicles up to 3500 kg including vans, • Unlimited replacement: we’ll give you a car derivatives, cab chassis vehicles, 4WD, cars and many other courtesy vehicle as many times and for as options to meet the needs of each situation. many days as you need one. The quality of our vehicles is one of our strengths, as we only choose • Immediate delivery: our inventory means the finest makes on the market. we can deliver your vehicle within 48 hours Flexibility and service with added value, maintaining quality levels and either as the final vehicle or as a pre- respect for the environment are Record Rent a Car’s core values. delivery one. • Semi new vehicle leasing: we can offer you a range of extensively checked used vehicles in perfect working condition at very attractive prices. • All for a single monthly fee: fully comprehensive insurance, taxes, all-inclusive maintenance, roadside assistance, etc., and all for a single monthly fee that doesn’t change from start to finish.

81 STORY

The mark

or the last few months he’d been mum. Now all his wishes fulfilled; by contrast, that abominable he was the kid, but only since a few days ago. and insignificant child who looked at him from his F It was for that reason that he found it hard to own home was only Pablo. identify the person looking at him from the other It sickened him. What was this impostor trying to side of the mirror. do? He was disgusted by his deep-set eyes, his The kid, barely eighteen months old and two foot twisted mouth, his budding and asymmetric teeth. three tall, pressed his little fingers against the Why was he meddling in his life? What was the opaque glass. Overcome by curiosity, he tilted his hidden intention of this minuscule creature? The head to one side. The other one imitated him, in disgust turned into dread. He decided to pierce that the opposite direction. He realised it wasn’t the pernicious child who wanted to take possession of first time he’d seen that child. Sometimes as he him with an unbearable murderous stare. That way staggered down the hall, he thought he’d seen him he would banish him for ever. But Pablo was not go past in the same direction. However, he’d never going to let himself be intimidated that easily, and before stopped to scrutinise him at length as he returned his gaze. The kid became scared. The look was doing now. which the child in his own red sweater gave back to He brought his face up close to the opaque glass him had been awful. He was in two minds. Perhaps and breathed on it. The steam briefly blurred the he should just let him come through and give him outline of the intruder, who dared to come right up some limited space. Just the broken toys or the to his own lips. He was now so close to his mouth ones he no longer used. Just for a while. No longer. that, without knowing why, he decided to kiss him. That was the concession he should never have He felt the chill of the mirror on his lips. Enraged, he made. His vision clouded over and suddenly he saw slapped the glass, only for the stranger on the other mum on the other side of the glass picking Pablo side to imitate him with dull sonority. up in her arms. She picked him up so brusquely He found it hard to accept, but he’d known it for that he, in front of the mirror, remained fixed and some time. The other one was Pablo: that shadow anchored to the floor, where he would remain for which followed him and turned round on hearing the rest of his days, abandoned by his own memory. “Pablito”. He was sure that that child was not mum, From there, left to the essence of things, he could or that word “kid” he himself cried out when he see powerlessly how his mother walked off down wanted a bit of bread or anything else that he had the hall, holding Pablo in her arms, who from his been refused. If that happened, he sobbed “Kid, high-up position looked back at him in triumph. kid!” And the kid got what should always be his. The The wind would blow everything away: the kid, the kid was God. He was perfect and deserved to have murderous look, the red sweater, the toys and God. Everything, except the lines of the fingers which left the mark of his real and sole identity on the FERNANDO TRÍAS DE BES (Lic&MBA 90) mirror. The image of the kid, standing on the fitted Degree in Business Science and an MBA from ESADE and the carpet, with his hands resting on the glass was the University of Michigan. Founding member of Salvetti&Lombart. He genuine reality which a reflection called Pablo would is the author of the books Lateral Marketing, Good Luck, The Time Seller, The Little Black Book of Entrepreneurship and The Man Who never remember again. It would only remain in his Traded His Home for a Tulip, which won the 2009 Temas de Hoy subconscious. That would be the indecipherable and Award. His fiction includes Absurd Stories, Words under the Sea, unknown reason why Pablo would always hate his The Sounds Collector and The Story Writes Me. He regularly writes 82 for La Vanguardia and El País Semanal. own name. Nos mojamos contigo

En sabemos por experiencia que implicarse es obtener resultados. Porque somos la consultora líder en la im- plementación de cambios que aseguran la mejora continua en la gestión de sus operaciones. La clave de nuestro servicio es la co- laboración en la base de las diferentes áreas de su organización garantizando así el compromiso con los resultados de su empresa.

BARCELONA / MADRID / www.alfaconsulting.com

099_Publi083anun_220x280.indd Anu AlfaConsulting.indd AlfaConsulting_CAST.indd 1 83 99 2/7/083/4/099/6/08 13:07:5111:31:0312:39:09 Elige la mejor vivienda. Compra ahora al precio del 2011. Benefíciate de una financiación del 2007.

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002 Anu M3.indd 2 3/4/09 11:30:15