Mobility, One of the Econom Y's New Key Areas

DOSSIER

PROFESSOR JOSEP-FRANCESC VALLS SETS OUT THE CURRENT SITUATION AND THE FUTURE CHALLENGES IN THE MOBILITY SECTOR THAT WERE ANALYZED AT THE THIRD SESSION IN THE ESADE ALUMNI LECTURE SERIES ABOUT THE NEW KEY AREAS IN THE ECONOMY.

LECTURE SERIES: ‘NEW KEY AREAS IN THE ECONOMY’: KEY POINTS ABOUT MOBILITY

• The Spanish have given up their old habits of uncontrolled spending on holidays and now work within predetermined budgets.

• Hybrid consumption: most people want cheap prices that are within their budgets, while a signiﬁ cant number are ready to pay more for quality.

• Spain’s tourism and leisure industry, heavily based on the summer season, faces difﬁ cult challenges: oversupply of ‘sun and beach’, little diversiﬁ cation and a failure to adapt to incoming tourists’ demands.

• Supply must be reduced and conditions improved in coastal towns.

Mobility, one of the Mobility, • Supply must be differentiated appropriately for new off-season demand.

• Efforts should be made to serve customers who travel more frequently and for fewer days looking for experiences based on exclusivity, the environment or renowned brands. economy’s new key areas key new economy’s

The third session of the lecture series New key areas in the economy dealing with mobility featured Josep Piqué, President of Vueling, and Antonio Catalán, President of AC-Hotels

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Mobility as one of the economy’s new key areas Travel homogenization and hybrid consumption

THE CRISIS APPEARS TO HAVE LED TO RATIONAL CONSUMPTION IN THE FIELD OF TRAVEL. LOW COST OPTIONS AND BUYING MIDRANGE AND UPMARKET PRODUCTS ARE THE NEW TRENDS MAKING FOR HYBRID CONSUMPTION.

Professor of the Department of Marketing Management at ESADE. In 1990 he founded the ESADE Centre for Tourism Management, of which he was the

JOSEP-FRANCESC VALLS Director until September 2004.

recent ESADE study* nearly doubled between casts light on a very 2007 and 2009 (from 12.5 A interesting question: to 23.8%). in times of crisis like the This observation leads to the present, the number of peo- conclusion that Spain is fast ple who travel more than heading towards the holi- ten days per year has fallen day model of the European slightly (from 41 to 38.1%), countries which have most while those who travel more than twenty days There is a need for a large dose has dropped signiﬁ cantly (37 to 20.8%); as a result of innovation and business departures and spending model reinvention are slightly down. However, those people who travelled travellers. Even in times of between zero and ten days severe recession, not only do Europeans not cut back on holiday outlay, but even groups with fewer resources, like the Spaniards who travel less than ten days per year, are able to enter the world of travel in the ﬁ rst stage of the holiday cycle. The crisis has led to rational consumption.

* ESADE-BANCOTEL Spanish Travellers, 2010, has been drawn up by the Comertur ESADE research group made up of professors Josep-Francesc Valls and Joan Sureda (Lic&MBA 77) and researchers Alfredo Ouro (DGT 07), Daniela Freund, Irupé Barroeta, Paolo Rizzi, Marc Martínez and Blanca Palacián. 43

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In this respect, Spanish ALBERT BUSQUETS (LIC&MBA 71) travellers have abandoned General Manager for Corporate their old ways of uncontrolled Services and International spending on holidays and Business Development now work within predeter- Transports Metropolitans mined budgets: they look for de Barcelona (TMB) value for money, seek out the “Cities and metropolitan cheapest offers and compare areas are competing carefully. But alongside a with each other, both domestically and major interest in the price, internationally. Making our cities are attractive the ESADE study also reveals to investors, to those who have to decide another approach that has to where to install their industry, their offi ces, be taken into account. Span- their knowledge creation and research centres, iards are willing to pay more: etc., or ensuring that those here do not leave, • “If the products are cus- depends to a great extent on the services the tomised” (35.7%). city offers. A core service is public transport • “If they are more environ- which, in addition to ensuring internal mobility mentally friendly” (20.1%). within the area, increases the profi tability of • “If the products are exclu- investments and improves the effi ciency of sive” (17.7%). the workforce. However, addressing the period • “If they have a leading around €1,500 per head on after the crisis and ensuring we come through brand name” (7.5%). holidays. This is a signifi cant it successfully means we have to continue to This means we now have amount, similar to that of invest in infrastructure and increase the supply hybrid consumption: most the main European travel- of public transport which is, after all, a clean people want cheap prices lers. The importance of this and sustainable industry that cannot be that are within their budgets, expenditure in household moved abroad.” while a signifi cant number budgets and its maintenance, are ready to pay more for with appropriate adjustments, quality: sometimes low cost is an unequivocal sign that PAU PITACH DE DALMASES options, sometimes midrange holidays have become an (DGT 06) and upmarket products. outlay set in stone. Senior Consultant – Cofounder The homogenization of holi- of C4T – Tourism Business days, rationality in tourism THE CAUSE & Planning expenditure and hybridization Low cost airlines have been “From the point of view of of consumption means the around in Europe for ten the tourism sector and its Spanish spend on average years, and not only have they importance in the economy facilitated mobility within (10.3% of GDP) it is vital to have an optimum Europe but they have also led mobility structure, whose main goal should be to groups that had never previ- sustain and strengthen communication with the ously travelled to do so quite markets generating demand at present while at often. In a decade we have the same time looking to strategically important gone from about 400 million long-term ones which can ensure continued but travellers to nearly 500 mil- sustainable economic growth. lion within Europe, one third “In a global market where tourist destinations of which are carried by low compete like businesses, where you cost carriers. This has meant exist if you are connected to the markets that, despite the reduction generating demand, road, airport and seaport in the number of trips as a infrastructures and the companies that operate result of the economic crisis, in them generate wealth as they grow and to Europeans made an average the extent they are able to improve connections of fi ve trips each last year. In in terms of both volume and time. We need this new travel environment, to bring end-consumers to our areas and we the Spanish tourism and lei- have to build a sense of experience (tourist sure industry, heavily based or local) into mobility consumption. Traditional on the summer season, faces communications must reinvent themselves (and diffi cult challenges: oversup- there are good examples of this) to become more ply of ‘sun and beach’, little competitive and differentiated and, in short, to diversifi cation and a failure contribute to a better positioning of the tourism to adapt to incoming tourists’ 44 product and its impact on wealth creation.” demands. There is a need

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for a large dose of innovation ABOUT THE SERIES and business model reinven- ‘THE ECONOMY’S NEW KEY AREAS’ ESADE ALUMNI tion. This involves ﬁ rstly re- In addition to the sessions about the health, energy-environment and mobility areas, the lecture ducing supply and improving series organized by ESADE Alumni has also featured three more sessions dealing with industriali- conditions in coastal towns zation, public-private and communication. along the lines of the 2020 • 4th session, industrialization area (14/04/10) Horizon Plan so that they can Featuring Antoni Soy (EMPA 04), Secretary of Industry in the Catalan Government, Simón Ro- compete better. Then second- sado, Secretary of Union Action, Sector Policy and Occupational Health for CCOO in Catalonia; ly supply must be differentiat- Antoni Marsal (Lic&MBA 76), President of Unió Patronal Metal·lurgica, and Josep Comajunco- ed appropriately for new off- sa, Associate Professor in the Department of Economics at ESADE. season demand throughout • 5th session, public-private area (15/05/10) Featuring Manuel Brufau (Lic&MBA 77), Board Member of the ESADE Alumni and Executive the year for culture, sports, Deputy Director General of INDRA; Andreu Puig (Lic&MBA 88 / EVV 03), City Manager of incentives, congresses, etc. Barcelona City Council; Josep Martínez Vila (MBA 91), Business and Operations Manager at And thirdly efforts should be Abertis; Josep Mateu, General Manager of the RACC; and Ángel Saz (PhD 07), Professor on made to serve customers the PARTNERS Programme of the Institute of Governance and Public Management at ESADE. who travel more frequently • 6th session: communication area, (15/6/10) and for fewer days looking Featuring Juan Manuel Rodrigo (Lic&MBA 94), General Manager at RBA, Rosa Cullell, Director for experiences based on General of the Catalan Broadcasting Corporation, Ricardo Urías, Director General of Strategy exclusivity, the environment and Innovation of Havas Media, and Beatriz Soler, Professor in the Department of Marketing or renowned brands. Will Management at ESADE. Spanish companies be able More information at www.esadealumni.net to meet this challenge after the severe correction of the crisis, which has enormously increased debt incurred in out the guidelines for Cata- the major expansion over the lonia at last year’s Tourism last ten years? Asset manag- Congress. ers are busy these days The mobility area is growing, placing hotel and other tour- albeit under different param- ism subsector assets with eters. But not only can it make banks and emerging groups. There will be mergers and In a decade we have gone from acquisitions, the only way for Spanish groups to gain in about 400 million travellers to size. Internationalization will nearly 500 million within Europe ﬁ nally become essential in a sector which in most cases is its contribution to GDP as over international only in terms of the last 50 years, but it can also its clientele. The Barcelona increase it as its competitiveness Chamber of Commerce set improves.

LLUÍS PONS (MBA 02) MARIA ABELLANET (EDIEF 91) Marketing Director at Vueling General Manager Grupo CETT “Over recent years air transport “Because of the crisis, now more than ever we have to be has become commoditized, and aware of the factors that will determine the competitiveness thanks to low cost carriers now of the tourism sector and the economy as a whole in everyone can travel by plane. forthcoming years. Of course, enhancing mobility is one In lockstep holiday habits are of the great challenges. Although the development of gradually changing from long infrastructures in recent years has been remarkable, it summer vacations to shorter and more frequent would be a mistake to be complacent bearing in mind what is at stake: the breaks spread throughout the year and involving tourism sector’s contribution to the growth and dynamism of the economy, with new destinations. This new opportunity, which will its direct impact on thousands of businesses and jobs. Mobility must deal enable us to reduce the seasonality of tourism decisively with a decentralized model in which Catalonia needs to capitalize on in Spain, involves offering a new product adapted the entire Mediterranean corridor to win more business tourism and expand for and attractive to these new customers. And our relations to be more competitive internationally. Equally, mobility must also whoever does that best and ﬁ rst will get the most contribute to greater connectivity and cooperation between Barcelona and the out of this opportunity.” rest of Catalonia.” 45

042-045 Dossier_ING.indd 45 22/6/10 17:26:02 PROFESSIONAL DEVELOPMENT

Candidates who make a difference The keys to the new labour market

IN THE CURRENT CLIMATE OF GLOBAL ECONOMIC CRISIS, THE CAREERS SERVICE CONTINUES TO HELP ALUMNI FIND OUT ABOUT THE NEW PROFESSIONAL PROFILES COMPANIES ARE ASKING FOR SO THEY CAN ADAPT TO THIS CHANGING ENVIRONMENT.

he ESADE Alumni Career a company specializing in WHAT IS THE LABOUR Services activities pro- executive search. For her MARKET ASKING T gramme supports career part Consuelo Castilla, the FOR NOW? development based on its type, President of MC Asociados, Pere Riera also mentions the career management proc- the company that provides the areas most in demand ess and level of experience of ESADE Alumni’s Professional by companies. “There is a alumni. Consulting Services, also strong trend towards those It is a service that takes highlights developments in connected with values and on special importance in a the labour market where the knowledge, as companies period of change such as the ﬁ rst signs of crisis began to are looking at things they one we are living through. appear in 2008. This led to didn’t previously worry about ”We’ve gone from a few years “greater demand for ﬁ nancial too much,” he says. As of market boom, with demand positions in order to strength- examples he cites “effort, for managerial talent, to a en these areas. “However, in commitment and the ability supply market with many 2009,” continues Consuelo to generate enthusiasm and potential candidates,” said Castilla, “demand leaned passion in a team are more Pere Riera (Lic&MBA 67), a more towards the marketing important.” This is combined 46 partner at Seeliger y Conde, and sales areas.” with “a hunger for innovation

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The keys to new labour market

• Looking for a fl exible professional The best strategy for professionals is to recycle their skills to match the new demands of companies. As Pere Riera puts it: “The fi rst recycling is mental, Consuelo Castilla is to open up your mind, because in President of Grupo MC Asociados a context of globalization like we have today professionals must be willing to move.” This view is shared by Consuelo Castilla, who says that regardless of the sector and the post, the profi le most in demand nowadays is a “fl exible, adaptable professional with geographical mobility.” • The importance of understanding the labour environment At the same time, Consuelo Cas- tilla notes the importance of the services offered by ESADE Alumni Career Services “to help professionals fi nd out about the reality

Pere Riera of the market and how it has (Lic&MBA 67) evolved, current trends, how to is a partner at Seeliger y Conde prepare your CV and even who to contact.” Consuelo Castilla heads ESADE Alumni’s Professional Con- and a willingness to take MARKET REVIVAL sulting Service, which consists of risks, in short an entrepre- In spite of the negative mes- one-hour sessions in which alumni neurial spirit.” sages that have proliferated who are seeking to make a career In the same vein, Consuelo over the recent months, Con- change can enlist the help of a Castilla notes that demand is suelo Castilla says that “the consultant. increasing for jobs in sectors market is reviving and there • Languages and additional training such as renewable energy, is a good chance that people are essential although the sectors that who are unemployed will be The President of MC Asociados continue to lead demand are able to ﬁ nd work this year.” stresses the importance of lan- pharmaceuticals, mass con- guage training that has enabled sumer products and industry. There is increasing people who have lost their jobs to Then in both these and demand in sectors such apply for attractive job offers out- all other sectors, it is side Spain. She also recommends becoming imperative that as new technology that candidates broaden their candidates have additional and renewable energy education with a Master’s degree qualiﬁ cations such as a “because that’s what companies Master’s degree and a good That’s a good reason to take are asking for.” level of languages. advantage of ESADE Alumni’s • Coaching: a tool to bear in mind These new demands are tak- Career Services and thus Another tool that is gaining im- ing place against a backdrop be prepared to face the new portance is coaching. Pere Riera of globalization which, even labour market challenges. explains why: “Getting outside though it creates uncertainty, assistance helps professionals also brings with it risks and to see things differently, although opportunities for profession- choosing a good coach is very als who want to change jobs important if you want get the best or seek a new one. results.” 47

046-047 Desarrollo prof2_ING.indd 47 22/6/10 17:27:49 LEGAL AREA

Codes of conduct, limits and the perspective of probative law Private use of e-mail during working hours

E-MAIL BRINGS WITH IT IMPORTANT LEGAL CHALLENGES. THEY INCLUDE WHETHER EMPLOYERS CAN CONTROL ITS PRIVATE USE DURING WORKING HOURS OR DISMISS AN EMPLOYEE FOR ITS MISUSE.

Professor at the ESADE-URL Law School and magistrate. He is a Doctor of Laws. Currently he is also director of the ESADE-URL Law School Institute of Forensic Evidence and Probative Law and the research

XAVIER ABEL LLUCH XAVIER coordinator at the School.

t the legal level, checking DISTINGUISHING a computer to ﬁ nd out the BETWEEN MODERATE Acontent of emails or the USE AND MISUSE pages an employee browses has Moderate and occasional use of been based on the powers of e-mail for private purposes is ad- corporate control, including the mitted by law (unless, of course, possibility of checking employ- it is expressly prohibited) and ees’ lockers (articles 20.3 and such use is socially widely toler- 18 of the Workers’ Statute), ated. But the distinction between even though when the Workers’ moderate (legally and socially Statute was enacted (1980) it acceptable) use and misuse did not provide for this. (involving a breach of a contrac- At the company level, codes of tual duty of good faith which may conduct for the use of e-mail eventually become grounds for and the Internet in general are dismissal) is by no means easy increasingly common, includ- to draw. ing provisions in collective Contractual breach that may agreements. They authorize lead to disciplinary dismissal professional use, limited to is usually based on the breach the company’s activities using of contractual good faith and company media and for work abuse of conﬁ dence in the purposes; or private use, where performance of work (art. the employee is given an 54.2.d) WS). The conduct of email account for the employee must in all cases personal use; or be regarded as serious, taking mixed professional into account various concur- 48 and private use. rent objective and subjective

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circumstances. These circum- EVIDENCE stances include the existence OBTAINED THROUGH of an express prohibition, CORPORATE CONTROL criteria that are quantitative From the perspective of proba- (for example, the number of tive law there is a debate messages sent) and qualita- about whether evidence tive (for example, the worker’s obtained through corporate position in the company as control powers– for exam- certain employees hold man- ple, information obtained agement posts in which they handle conﬁ dential information Codes of conduct for and others may be in charge the use of e-mail are of computer security systems), and considerations about increasingly common the damage or harm done to the company (employees by accessing the computer who connect to the Internet of a worker or the intercep- to download programs and tion of an e-mail – should stop others using an ADSL) be regarded as illegal as it or the offender’s purpose (an infringes the right to privacy employee who sends libel- (art. 18.1 Spanish Constitu- lous or offensive e-mails). In tion). To be lawful, the worker addition to being serious, the must have prior knowledge employee’s conduct must also of the powers of corporate be culpable without this imply- control over computer devices ing that it was deliberate; mere and the company must have negligence may be enough. mechanisms in place to bring 49

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Alumni have such powers to the employ- of proportionality (article 18 ee’s attention, with the terms WS) (Labour Division of the their say of the employment contract or Basque Country Supreme collective agreement, or sim- Court Ruling dated September LARA VIVAS SANZ ply an announcement on the 16, 2006), safeguards that (LIC&MD 02) company’s notice board, being ensure corporate control is Lawyer. sufﬁ cient to that end. CUATRECASAS, In the event that the em- The worker must have prior GONÇALVES ployee does not have such knowledge of the powers of PEREIRA prior knowledge, evidence “Lots of companies now use social obtained will not infringe the corporate control networks to promote their activities employee’s privacy only if their and build their brands. However, consent or judicial authoriza- performed in the presence of the inappropriate use of these tion has been gained or the a legal representative of the media entails a loss of productivity, computer is accessed with workers in the workplace and endangers the security of corporate the safeguards provided for during working hours, and with information of the company and in the Workers’ Statute and respect for the dignity and may damage corporate reputation the doctrine of the principle privacy of the worker. and image. Codes of conduct should include guidelines about the use of social networking sites.”

VÍCTOR MORALES (LIC&MD 07) Lawyer. Abdón Pedrajas Abogados y Asesores Tributario “In the last year of our degree we worked with Chupa Chups to draw up a draft code of conduct for proper professional use of the Internet and e-mail to safeguard IT security. Four years later, the need to regulate such issues has made these protocols commonplace in business.”

ESADE-URL LAW SCHOOL INSTITUTE OF FORENSIC EVIDENCE AND PROBATIVE LAW JOSÉ MIGUEL MESTRE VÁZQUEZ Set up in September 2009 on the initiative of the Director General of ESADE, Carlos (LIC&MD 05) Losada (Lic&MBA 81/PhD 03), and the former dean of the Law School, Dr. Pere Mirosa Labour lawyer, Martínez, the Institute works in three areas: Sagardoy Abogados TEACHING: course on Advanced Civil Procedure Law (5th ed.), course on Probative “The entry of new Techniques and Evidential Resources (2nd ed.). information technologies into RESEARCH: several publications – El interrogatorio de partes (2007), El interrogatorio the workplace has triggered a de testigos (2008), La prueba pericial (2009), La prueba documental (2010), co-edited growing number of legal disputes. by Drs. Xavier Abel Lluch and Joan Picó i Junoy, and the monograph Curso de probática In the U.S. speciﬁ c regulation is judicial (2010), by Dr. Lluís Muñoz Sabaté. required, since e-mail policies KNOWLEDGE TRANSMISSION: the journal Cuadernos de Probática y Derecho Probatorio, edited by Dr. Frederic Munné Catarina and published as a supplement in the Diario La Ley. fail to cover the many issues raised. Meanwhile, the Supreme Court is providing employers with The ESADE-URL Law School Institute of Forensic Evidence and Probative Law is helping guidelines in rulings such as the to organize the Unijes 2010 Congress on Legal Evidence, which is to be held on 19, one (Quon v. City of Ontario) on 20 and 21 July at the ESADE-URL Law School. The Institute’s Board is made up of Drs. whether it is necessary to review Xavier Abel Lluch, Lluís Muñoz Sabaté, Joan Picó i Junoy and Teresa Duplá Marín the misuse by a police ofﬁ cer of a (GP/DE 08). 50 BlackBerry-like device.”

048-050 Espacio juridico_ING.indd 50 22/6/10 17:31:23 220x280 ESADE Neg. Colec. Gen.indd 1

051 PUBLI banc sabadell_ING.indd 51 RBE nº: 1160/10 filiales o participadas. Condicionesvigentesenabrilde2010. filiales oparticipadas. de orientaciónentidades. jurídicaEl servicio telefónica no abarcará las cuestiones o posibles incidencias de la actividad del cliente que puedan afectar a sus relaciones con empresas delBanco grupo Sabadell, incidencia los y/o derivada cuales circunstancia o en con relacionada todo la caso de prestación están los sujetos servicios, a que se mantengan vigentes los suscritos acuerdos el entre banco y las indicadas serán prestados de acuerdo con las condiciones que dichas entidades tengan establecidas en nicada responsabilidad momento, alguna sin del intervención Banco de Sabadell, S.A. El banco es ajeno a cualquier de descuentos y beneficios. Los citados servicios de orientación jurídica telefónica y PEOPLE VALUE, del servicio del S.L. servicio es la entidad encargada S.L. es la entidad ARAG encargada LEGAL SERVICES, del segundo año de 30 euros. (2)Una cuota anual gratuita el primer año. Coste anual a partir (1)Domiciliados enentidadesdecrédito españolas. y empresas, y bienvenidos! empresas, ¡Autónomos, comercios BS Colectivosyasociaciones El valordelaconfianza •Solbank BancoSabadell •SabadellAtlánticoBancoHerrero • Tres grandes ventajasfinancieras,sóloparausted: • • y servicios financieros: y servicios financiación parainiciarsupr

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Ferran Adrià joins InnovaRH ESADE and eleven Spanish companies set up think tank to research and foster innovation in talent management for companies.

The launch of InnovaRH, the tion now is to overcome this raw material that exists and pioneering think tank that fear”. Adrià emphasized his we want to help companies gives Spanish companies commitment to the project and the economy in general the chance to develop and which in his view will enhance uncover it and optimise it.” enhance their talent manage- business development in Carlos Losada (Lic&MBA ment, was attended by Ferran Spain and other countries. 79/PhD 03), Director Gene- Adrià. The world-renowned At the event, Francisco Biel, ral of ESADE, noted that this chef argued before an audien- CEO of Siemens in Spain and project “adds impetus to the ce of executives at ESADE south-west Europe, promoter development of innovation in that “European companies of the idea and Chairman talent, without which it’s im- are afraid of failure, and the of InnovaRH, stressed that possible to be a groundbrea- main challenge for innova- “talent is the most valuable king company.” Researchers from ESADE and the Inno- vaRH companies have begun investigating a range of talent sourcing and management techniques under the academic guidance of Jaime Bonache, Professor of Human Resour- ce Management at ESADE. InnovaHR is led by ESADE, Siemens and Villafañe & Aso- ciados, and is partnered by Caja Navarra, DKV, Vodafone, Microsoft, MRV, Once, 3M, Novartis, Nestlé and Puig.

ESADE’s International Advisory Board has seven new members

ESADE’s IAB has been joined by Antonio Pérez, Chairman and CEO at Eastman Kodak; H.M. Nerurkar, Managing Director and CEO of Tata Steel; María Reig, President of Reig Capital Group; George Daly, George Daly, Dean of the McDonough School of Business at Georgetown Universi- ty; Sue Cox, Dean of the Lancaster University Management School; Marja Makarow, CEO at the European Science Foundation; and Manuel V. Panigilian, CEO and Managing Direc- tor at First Paciﬁ c Company. The members of the International Advisory Board counsel ESADE about how it can tackle the challenges 52 facing global business schools.

052-056 Noticias esade_ING.indd 52 23/6/10 13:12:36 ESADE NEWS

Prince and Princess of Asturias and Girona welcome ESADE Georgetown GEMBA students Students on the second ESADE Georgetown University Global Executive MBA (GEMBA) programme were received by the Prince and Princess of Asturias in the Zarzuela Palace.

The party was headed by Carlos Losada what the students had learnt on the programme. (Lic&MBA 79/PhD 03), Director General of From June 2010 to July 2011, the GEMBA has ESADE, who along with the Chairman of Ramon been taught in six modules about business in a Llull University’s Board of Trustees, Leopoldo global environment in eight cities: Washington, Rodés, accompanied the 29 students from 12 Barcelona, Buenos Aires, São Paulo, Bangalore, countries in this second class in the Audience Madrid, Moscow and New York. ESADE organizes Room at the Zarzuela Palace, where the Prince this programme, addressed to executives with and Princess greeted them individually and posed international experience, in conjunction with for a group photograph before talking about Georgetown University.

ESADE promotes business school hub in China ESADE and the IE Business School jointly promote executive education and MBA programmes at the Shanghai Expo.

At the event, Santiago Íñiguez and “could serve as an example for Alfons Sauquet (MBA 90), deans of other Chinese regions undergoing the IE Business School and ESADE development”. He also highlighted respectively, presented their schools the fact that Spanish business to leading ﬁ gures from China’s top schools could “open doors” for academic institutions. According to Chinese companies with business the ESADE Dean Alfons Sauquet, interests in Latin America. of Management (Beijing) and “China is a market in which ‘Brand Tsingua University (Beijing). In the Europe’ is somewhat blurred” and, ESADE AND OTHER ASIAN case of the latter, and in con- therefore, “we should join forces” to SCHOOLS junction with French school HEC, jointly promote the image and qua- ESADE’s interest in Asia has led to it is running an entrepreneurs and lity of Europe’s business schools. four alliances with local schools: sustainable development progra- Sauquet argued that the experience the Fudan School of Management mme at the Expo. Moreover there of Spain and its business schools in (Shanghai), the Chinese University are more than 400 ESADE alumni the country’s economic development of Hong Kong, the Guanghua School working for Chinese ﬁ rms. 53

052-056 Noticias esade_ING.indd 53 22/6/10 17:37:25 ESADE NEWS

The ESADE-Deloitte lecture series kicks off in Madrid José Manuel Machado, Chairman of Ford Spain, and Guillermo Ansaldo, Chairman of Telefónica España, gave the ﬁ rst two talks.

TELEFÓNICA ANNOUNCES INCREASE IN INVESTMENT The second ESADE-Deloitte Lecture Series session was attended by the Chairman of Telefónica Spain, Guillermo Ansaldo, who announced that “this year we’re going to be investing more in Spain than in 2009.” He then went on to specify that “starting in the next quarter, if nothing comes up, we’ll be stepping up investment mostly in mobile broad band and therefore in carrier Marcel Planellas (PMD 87), man of Ford Spain, argued the networks to meet the rise in Secretary General of ESADE, Government’s 2000E scrappage trafﬁ c.” The session also fea- Pedro Navarro (MBA 67), Deputy scheme should be continued. tured Fernando Ruiz, Chairman Executive Chairman of the ESADE He also pointed out that “tax of Deloitte, Pedro Navarro, Foundation Board of Trustees, rises are not good news as they Deputy Executive Chairman of and Juan José Roque, Partner in may hit consumer spending and the ESADE Foundation Board of charge of Products and Services hence car sales.” Furthermore, Trustees, and Xavier Mendo- of Deloitte, discussed with the “the car industry is in no posi- za (Lic&MBA 79), Associate Chairman of Ford Spain the position to take on board this hike Director General of ESADE. tion of the car industry in Spain at so it doesn’t affect consumers the ﬁ rst ESADE-Deloitte Lecture as other industries have said Series event. At the session, they will, so we’ll have to be José Manuel Machado, Chair- more creative.”

Sant Cugat campus hall of residence opened

The Mayor of Sant The new facility is on ESADE’s Sant Cugat Cugat, Lluís Recoder, campus, itself opened in February 2009. The hall of residence can accommodate 185 has ofﬁ cially opened students and is managed by the company Re- the Roberto de Nobili sidencias de Estudiantes (RESA), which runs university hall of 24 other halls across Spain. residence which can The facility is designed to provide accommo- dation for students, faculty members and accommodate 185 other members of the university community. students. It boasts 179 single studios with private kitchen and en suite bathroom and 3 double studios designed mainly for visiting professors, researchers or others who need to stay in Sant Cugat. Korea, Russia, the UK and Canada. Construc- Students living in the hall of residence come tion ﬁ nished in December 2009 and the hall 54 from 12 different countries including South has a total area of 5,568 square metres.

052-056 Noticias esade_ING.indd 54 22/6/10 17:37:33 ESADE NEWS

ESADE hosts two conferences about brands The Brand Centre Annual Conference and the Brand, Corporate Identity and ‘The Financial Times’ Reputation International Colloquium ranks ESADE in the discussed brands as a way out of the world top three for crisis and set out the results of the most recent research respectively. executive education

ESADE has moved up for the third year in a row in the Executive Education ranking drawn up every year by The Financial Times, published on 10 May 2010. This time round, ESADE was ranked joint third in the world with Harvard Busi- ness School for customised executive education programmes. “Over recent years, ESADE has placed a great deal of emphasis on ensuring an excellent return on investment for companies investing in Executi- ve Education,” commented Alfons Sauquet (MBA 90), Dean of ESADE Business School. “We’re The Brand Centre Annual Con- the future” for Spain’s eco- very pleased to have got into the global top three ference was the venue for the nomy lies in consolidating its for these programmes,” added Jaume Hugas presentation of the study The innovation and product quality (Lic&MBA 94), Executive Education Director Economic and Social Impact of model. They also think that at ESADE. Manufacturers’ Own Brands. The building an international brand research, presented by Josep is “crucial” for coming through M. Oroval (Lic&MBA 66/PMM the crisis. 90) and Toni Seijo, Director and Technical Director respectively of BRAND, CORPORATE the ESADE Brand Centre, shows IDENTITY AND REPUTATION that manufacturers’ own brands INTERNATIONAL account for 7% of GDP, carry out COLLOQUIUM 89% to total mass consumer In addition to the Brand Centre product R&D and generate 5% of Annual Conference, in April jobs in the country. ESADE also hosted the Brand, After the presentation of the Corporate Identity and Reputa- results of the study, the Brand tion International Colloquium. Centre Annual Conference held Organized by the Academy of a number of panel discussions Marketing’s Scientiﬁ c Commit- featuring Bernard Meunier, tee and sponsored by the BBVA, Vice-President and CEO at the event was jointly headed by Nestlé Spain; Xavier Orriols, ESADE Doctors and Professors Chairman of PepsiCo Iberia; Oriol Iglesias (Lic&MBA 98/ Javier Robles, Chairman of PhD 06) and Jatinder Singh. Danone S.A.; José Luis Bonet, For three days more than 200 Chairman of Freixenet; Maurizio academics from around 40 Brusadelli, CEO at Kraft Foods countries presented their latest Iberia; William Derrenger, research into brands and cor- Chairman and CEO at Kellogg’s porate reputation at 28 talks. España; Fernando Valdés, Attendees included Doctor Raj CEO at Campofrío Iberia; Jordi Srivastava, former strategist Franch, CEO at Gallina Blanca at Coca-Cola and Director of Spain; and Juan José Landazu- the Institute of Brand Science ri, CEO at Grupo SOS. They all at Goizueta Business School, agreed that the “guarantee for Emory University (Atlanta, USA). 55

052-056 Noticias esade_ING.indd 55 22/6/10 17:37:40 ESADE NEWS

ESADE sets up ﬁ ve ESADE presents 50th new research anniversary book units

The launch of E50 Inspiring Futures was attended by Salvador Gabarró, Chairman of Gas Natural-Unión Fenosa; Carlos Losada (Lic&MBA 79/PhD 03), Director General of ESADE; and Marcel Planellas (PMD 87), Secretary General of ESADE. The event reviewed the progress that has ESADE made during its fi rst fi fty years, half a century in which the school has worked to innovate in education, expand its geographic horizons and position itself as one of the world’s best business schools. E50 Inspiring Fu- tures, with a print run of 10,000 copies in Spanish, Catalan and English, consists of 200 pages divided into eight chapters that refl ect the history of ESADE and the commemorations to mark its 50th anniversary

Banc Sabadell signs agreement with the ESADE Foundation ESADE has continued to The bank becomes the promoter group for ESADE’s Group support research and deve- for Research in Economics and Finance (GREF). lopment over recent months with the setting up of three new groups, a new monitoring Banc Sabadell and the ESADE to fund research and teaching, centre and a research institute Foundation have signed an thereby ensuring increased which are additions to its 15 agreement whereby the bank research activity and promoting existing research units. The will make a annual fi nancial the recruitment of lecturers. In GREF (Group for Research contribution for the next four recognition of its support, one in Economics and Finance), years to promote research of the meeting rooms on the Grecomar (Research Group projects in the fi eld of econo- ESADE campus in Sant Cugat on Brand and Consumption) mics and fi nance. Banc Saba- del Vallès will be known as the and BuNeD (Business Network dell becomes GREF promoter Banc Sabadell Room. Dynamics Research Group) under the Research Support research groups, together Programme. Thanks to this with the Behavioural Studies agreement, the GREF research Monitoring Centre and the group will have funds available Institute of Forensic Evidence to promote and publicise its and Probative Law, are the research projects and initiati- new research units that are to ves in economics and fi nance. carry out research projects and Banc Sabadell’s contribution help to generate new acade- will also go to cover part of mic knowledge in different the production costs of the disciplines, research lines and Financial Report, drawn up by specifi c areas. lecturers in the Department of Economics at ESADE. In addition, each year a part of the The agreement was signed by Carlos Losada (Lic&MBA 79/PhD 03), Director General of ESADE, and Jaume Guardiola (Lic&MBA 80), 56 funds will also be set aside CEO at Banc Sabadell

052-056 Noticias esade_ING.indd 56 22/6/10 17:38:02 057 PUBLI cnp_ING.indd 57 21/6/10 18:55:24 ALUMNI GIVING BACK More opportunities to take part for Alumni and NGOs

lumni Giving Back is adding to the number A of its consultancy and advisory projects. Thus in the 2009-2010 academic year work has already been done for 15 organizations, not only in Madrid and Barcelona but also in Lleida and Valencia, in order to keep on growing. Furthermore, over the last year the project has been opened up to alumni from the law degree and related programmes through consultancy work in response to the real need ALUMNI GIVING BACK IS NOW OPEN TO ALUMNI FROM THE LAW that nonproﬁ ts have for legal DEGREE OR RELATED PROGRAMMES. THE CHALLENGE OF THE PROJECT advice. Led by Antonio Del- gado (Lic&MD 00), it is a pilot REMAINS USING ALUMNI EXPERIENCE, MANAGEMENT ABILITY AND scheme for the Planeta Imagi- COMMITMENT TO CONTRIBUTING TO SOCIETY FOR THE BENEFIT OF nario Foundation that works for THIRD SECTOR ORGANIZATIONS. autistic children.

Lawyers doing their bit

Based on their experience over re- For her part Marta Colacios (Lic&MD cent months, we wanted to ﬁ nd out 06) says she became aware of the the views of alumni who are part of project when she joined the Law Club this pilot scheme for the Planeta board this year: “I found out about Imaginario Foundation. the various activities alumni do and I Antonio Delgado (Lic&MD 00) says: wanted to use my legal expertise to “The alumni are very well aware help nonproﬁ ts which mostly carry out that we’ve had educational opportu- social and educational projects.” In nities that many others haven’t, and this pilot scheme she has helped to that it is only fair to give back part draw up the report advising on how to of what we’ve gained. One way of apply for government funding. doing that is through Alumni Giving The main reason that led Víctor Mo- Back.” rales (Lic&MD 07) to take part in 58

058-059 Alumni solidari_ING.indd 58 22/6/10 17:40:18 ALUMNI GIVING BACK

More opportunities Alumni Giving Back is growing to take part for Alumni and NGOs in Madrid

ALUMNI GIVING BACK WHAT ELSE IS NEW: SOCIAL LAB, ONLINE CONSULTANTS AND CHOOSING TRUSTEES centrepiece of the project is an Alumni Giving Back has also online advisory service through launched a new initiative called which NGOs can have their Social Lab. Developed and led queries answered by volunteer by the Institute for Social Inno- professionals specializing in vation at ESADE, it offers new different subjects. opportunities for volunteer work Also new is the identifi cation for Alumni through support for and selection of NGO trustees. The ESADE Alumni Project the implementation of social The idea is that volunteers has been progressively entrepreneurship initiatives. In who want to continue working growing in Madrid, where addition to Social Lab, Online and cooperating with nonprof- there are already a large Consultants is a new remote its should be put forward as number of alumni involved. technology volunteer work tool members of NGO boards of Antonio Pérez (PMD 08), to be launched next year. The trustees. leader of the Help with Drug Addiction Foundation project, says that it is “a different way of actively partnering the third sector, providing our knowledge and business From left to right: Antonio Delgado practice.” Isabel Navas (Lic&MD 00), Juan Carlos Quero (PMD 08) is taking part in (Lic&MD 09), the La Rueca project and Marta Colacios (Lic&MD 06) and says: “The Alumni Giving Víctor Morales (Lic&MD 07), Back experience has been participants in the pilot scheme and is very positive and run by the Planeta rewarding. For example, it Imaginario Foundation has given me the chance to fi nd out about the sector and get a different perspective which undoubtedly helps me in my normal job.” Working on the Norte Joven project, Juan Navas (EMBA 07) says like his colleagues that the Alumni Giving Back project Alumni Giving Back can be, for many, “the experience is 100% is “being able to counsel orga- a platform that allows them to turn recommendable and fantastic, nizations you don’t normally fi nd good intentions into deeds.” as you really see how the pro in a law fi rm.” Juan Carlos Quero bono consultants’ work and (Lic&MD 09) says: “It is extre- projects help nonprofi ts.” mely important to be aware of the monopoly we lawyers have in certain types of activities and the For further information responsibility that comes with it. about Alumni Giving Back, In addition, there are many who call us on 902 420 020 do not fi nd the way to take part in or email alumni.solidario@ actions like this or the fi nal push alumni.esade.edu. that gets them to do it. Hopefully 59

058-059 Alumni solidari_ING.indd 59 22/6/10 17:40:26 UPDATE REFRESHER PROGRAMMES ‘Sponsorship and Patronage in Times of Crisis’

SPEAKER: Diego Torres Sponsorship and patronage in the issues reviewed at this new “Why sponsorship?”; clarify the (Lic&MBA 88), Professor in the today’s economic context, the Refresher Programme session. driving notion that you wish to Department of Business Policy motivations behind – and poten- During his talk, Professor Torres transmit; choose a sponsorship at ESADE tial beneﬁ ts of – these activities, also listed the 10 key points in agreement that provides value and the strategies and challenges successful sponsorship strategy: for your customers; differentiate View the video summary at www.esadealumni.tv that they involve were some of have clear goals and ask yourself, your company; increase extensi- Members only: view the complete bility (i.e., the sponsorship must TV video of the session at www.esadealumni.net achieve economies of scope); use active communication; keep your eye on the budget; work on internal aspects (i.e., the agreement should motivate employees); be focused rather than spreading yourself around in multiple sponsorship agreements; and ﬁ nally, be perseverant, since results require time.

‘The Flight of the Golden Sparrow’

SPEAKER: Jatinder Jit Singh, Assistant Professor in the Department View the video summary at www.esadealumni.tv TV Members only: view the complete video of the session of Marketing Management at ESADE, led this recent Refresher Programme session. at www.esadealumni.net

India has become one of the trends, the development of its quently the middle class would major players in the world econ- middle class and the business grow along with the purchasing omy. To talk about this country, opportunities that it offers. He power of the “globals”, that is known in ancient times as the noted that India’s population to say owners of large indus- “golden sparrow”, Jatinder is expected to balloon to 1.4 trial businesses, landowners Jit Singh, Assistant Professor billion by 2025, and this will and high-ranking executives and in the Department of Market- make for one of the world’s politicians. ing Management at ESADE, most interesting and diversi- led a session focused on the ﬁ ed markets. He said the size Indian market, highlighting its of the “deprived” class would diversity, its key demographic shrink by half, and conse-

Attendees have their say

PAU GUARRO (Gestión de Personas ÒSCAR SERRET (EMBA 08) YALÇIN DERELI y Dirección de Equipos 09) Engineering (GESTIÓN INTERNACIONAL 10) Engineering Student “The session helped me to “It’s important in understand what’s going “The session was our sector to know on in India, one of useful because it about forecasts for the most important provided further the Indian market emerging markets information about as it will offer in the world and India, and as a trade many opportunities perhaps also one student I’ll shortly be over forthcoming of those most beginning a research years.” similar to project on the the west.” country.”

060-061 Prog Actualizacion_ING.indd 60 22/6/10 17:45:04 UPDATE FORUMS 17th Venture V Women and Leadership Forum Capital Women and Leadership Forum: Debt Forum with Carme Ruscalleda Restructuring HER SANT PAU RESTAURANT, IN View the video summary SANT POL DE MAR, HAS THREE at www.esadealumni.tv TV Members only: view the complete video of MICHELIN STARS. the session at www.esadealumni.net

The woman who is today one of the world’s most famous chefs began her talk by looking back at the start of her career in a small family-run shop which led on to opening a small restaurant with her husband at Sant Pol de Mar at the end of the 1980s. Ruscalleda, who has won 23 top awards, including the National Gastronomy Award, the FIDEM award for female entrepreneurs and the Gold Medal of Fine Arts, said that Ruscalleda turned to why The processes of debt renego- “the key factor in those years she opened a restaurant in tiation and liability restructur- was consistency”. She then Tokyo six years ago. “We ing were the topic of ESADE moved on to the present and dismissed the idea at fi rst Alumni’s 17th Venture Capital set out some of the dishes because we couldn’t see how Forum. Focussing on the fact on the menu at Sant Pau in it would work”, she said, “but that highly leveraged compa- Sant Pol de Mar. “We are after a visit, our point of view nies are facing the crisis with trying to have fun with the changed because of the per- concern about the evolution cuisine, and to put across sonal challenge that it would of their sales fi gures and the how much we love it,” she set us, and also because of tension that comes with debt, pointed out. In the fi nal part the freedom we would have the forum featured Miguel of her presentation, Carme to create our own dishes.” Trias (MBA 89) and Héctor Bros (EVV 07), partners at Cuatrecasas, Pere Viñolas (Lic&MBA 86), CEO of Inmo- Attendees have their say biliaria Colonial, and Manuel Zulueta, CEO of Atlas Capital. MARTA MONTSE MÒNICA At the start of the session, BELLOBÍ ORTEGA SORIANO Luisa Alemany, Assistant (MBA 02) (MDMC 08) (MDMC 08) Professor in the Department “I am pas- “The thing that “My of Financial Management and sionate impressed me takeaway Control at ESADE and Director about cooking and the most was the message was the need to be- of the ESADE Entrepreneur- topic of women and that without a good team lieve in the project, ship Institute, shared some female leadership. I you won’t get anywhere. I’d because if you don’t statistics on venture capital found Carme Rus- also stress the idea that add love or the in Spain. calleda’s talk excellent to be an entrepreneur you knowledge acquired from the experience have to have a lot of en- over the years, it’s standpoint.” thusiasm for your project.” not worth doing.”

SPONSORED BY

More information and photos at www.esadealumni.net ➔ Alumni Activities ➔ Refresher programmes ➔ Forums and conferences 61

060-061 Prog Actualizacion_ING.indd 61 22/6/10 17:45:25 ANALYSIS

ESADE’s ‘Economic Report 2010’ ‘H hour’ for the Spanish economy

ESADE’S ‘ECONOMIC REPORT 2010’ REVIEWS THE KEYS TO THE WORLD, EUROPEAN AND SPANISH

Director and Professor of the Department ECONOMIES AND SHOWS THAT, AS WITH THE of Economics at ESADE. He has a PhD IMPACT OF THE CRISIS, THE INCIPIENT RECOVERY from the University of Minnesota (USA) and has been Economic Advisor to the IS BEING UNEVEN WORLDWIDE. EUROPE IS European Commission and Policy Research FACING THE FIRST CRACK IN ITS ECONOMIC AND

FERNANDO BALLABRIGA Advisor to the Bank of Spain. MONETARY UNION WHILE SPAIN IS ADDRESSING ITS OWN PARTICULAR CRISIS AND HAS ONE OF THE MOST UNCERTAIN OUTLOOKS.

Associate Professor of the Department of Economics at ESADE. Degree in Economics from the Autonomous University of Barcelona. Master of Sciences and PhD in Economics from Princeton University (USA). He has been Professor of Economics at Pompeu Fabra University (1991-96) and at

JOSEP M. COMAJUNCOSA ESADE since 1996.

he world economy has FIRST CRISIS entered 2010 with pros- OF THE SINGLE T pects for recovery after CURRENCY the collapse of 2008-2009. In this global context, the This recovery is incipient European Union is discussing and uneven and comes how to repair the ﬁ rst crack from unprecedented tax and in its EMU. Since its intro- monetary stimuli, whose duction in 1999 the single timetable for withdrawal will currency has shown its ad- be the subject for debate in vantages, but now more than 2010. Unresolved are the a decade later, its drawbacks two basic issues underlying are starting to appear. The the outbreak of the crisis: problem consists of the the ﬁ nancial system and its existence of strong foreign reform and the correction of trade imbalances in Member global imbalances in foreign States who can no longer trade accounts, with the Uni- correct them by using their ted States and China as key own monetary and exchange countries in the latter case. rate policies. The tension Both issues will be the focus generated has raised fresh of economic debate in the doubts about the viability of near future, and the sustained the single currency project, recovery of world economic the most ambitious to be activity will depend on their undertaken in the process of 62 satisfactory solution. European integration.

062-065 Analisis2_ING.indd 62 22/6/10 17:49:33 ANALYSIS

ANALYSIS evitable. In the ‘Economic Re- CUTTING PUBLIC Clearly the issue is important port’ we suggest four courses EXPENDITURE and will also be the focus of of action: reducing the defi cit, Cutting the defi cit to the 3% of GDP required by the Euro- pean Commission calls for a The distinction between fi xed and temporary signifi cant reduction in public contracts has to be got rid of and we have to spending. And, more specifi ca- fi nd a contract applicable to all lly, current spending, leaving room to maintain and even increase public investment debate in the near future. Es- reforming the labour market, in infrastructure construction pecially signifi cant has been reforming the fi nancial system and to bring in tax incentives the case of Greece, which and enhancing corporate to encourage businesses to has fi nally needed a bailout social responsibility. invest in strategic sectors that from other countries in the euro area against a backdrop of fi nancial turbulence in which the markets demanded progressively higher rates to buy the country’s bonds in the light of concerns about whether Greece would be able to meet its obligations. In this European and global context, Spain is struggling to restore its economy. With the worst predictions about the world economy at least temporarily overcome, citing the international crisis as the cause of our problems no longer works and Spain is clearly confronting its own special crisis. The diagnosis is very serious: a heavily inde- bted country with its income generation model damaged. Faced with this diagnosis the response has been and continues to be inadequate. The resort to borrowing by government is exacerbating foreign debt and taking the Spanish economy towards high-risk areas. Fiscal measures and structural reform to ensure debt solvency are already in- 63

062-065 Analisis2_ING.indd 63 22/6/10 17:49:38 ANALYSIS

SPAIN’S PUBLIC DEFICIT (% GDP) SPAIN’S PUBLIC DEFICIT (% GDP) 4 60 2

0 50

-2 40 -4 30 -6

-8 20 -10 10 -12 2002 2003 2004 2005 2006 2007 2008 2009 0 SOURCE: EUROPEAN COMMISSION 2002 2003 2004 2005 2006 2007 2008 2009

SOURCE: EUROPEAN COMMISSION PUBLIC DEFICIT (% GDP)

4 2 0

-2 of losing theirs, and due to -4 the economic cost in terms -6 of unemployment benefi ts, -8 which obviously have to be -10 paid to ensure a minimum -12 level of purchasing power -14 2007 2008 2009 for those on the dole. The DE FR PT IT IE GR ES distinction between fi xed and temporary contracts has to SOURCE: EUROPEAN COMMISSION be got rid of and we have to fi nd a contract applicable to all that combines the security of a reasonably stable job and can be the driving force of the LABOUR MARKET the fl exibility required so that economy after the exhaustion Another unavoidable area for companies do not have to ad- of the construction sector. In action is the labour market. just by way of dismissal. This order to signifi cantly reduce The Spanish economy cannot would involve wage reviews public expenditure, Spain afford to have its unemplo- being made at a level closer needs to think seriously about yment rate going over 20% to the company and being how many civil servants it can whenever there’s a recession. closely linked to productivity. afford and the total salaries it It cannot afford it due to Furthermore, the distinction can meet under this heading. the social cost involved for between fi xed and temporary Consideration should also be millions of families who see contracts is not only unfair the introduction of co-payment their jobs disappear, due to but it is also ineffi cient. Most mechanisms for health care the uncertainty experienced young people have temporary and state education, and by many others who are afraid contracts and companies will the need to reduce early retirement or put back the Fernando Ballabriga and Josep M. Comajuncosa, professors in the Department of Economics at ESADE, retirement age. These are with Alfons Sauquet (MBA 90), Vice-Dean of ESADE (in the centre of the photo), during the presentation all painful measures, but the of ESADE’s Economic Report 2010, sponsored by Banc Sabadell maths leaves no room for doubt. And if reforms are not undertaken quickly to restore early growth and Spain has to ask other countries for help, they would then be imposed from the outside without the possibility of achieving the social consensus needed to carry out such far-reaching 64 changes.

062-065 Analisis2_ING.indd 64 22/6/10 17:49:42 ANALYSIS

not spend on training if they similar in kind to Greece’s. of turbulence and specula- know that their contractual It has to carry out a fi scal tive attacks you cannot rule relationship with these wor- adjustment to reduce its out an important increase in kers will be short lived. In fact public defi cit at a time when the interest rate for govern- we might even be losing the it has not yet emerged from ment bonds in international battle of human capital in the recession. The fi gures for markets that would bring us younger generations. Spanish public debt are not dangerously close to a Greek The third area of action is the worrying (although those for scenario. It is for this reason fi nancial system. It was barely private debt are), and the that the pressure to carry out affected at the beginning of markets should not be leery the reforms mentioned above the crisis because it had not about the country’s ability to is even greater. It is H Hour bought toxic assets derived pay, but in the current context for the Spanish economy.

The Spanish economy cannot afford to have its unemployment rate going over 20% whenever there’s a recession

from subprime mortgages. But then it turned out it had its own toxic assets: those derived from the bursting of the property bubble. To avoid posting outstanding loans to developers and construction companies as losses, the fi nancial institutions have taken over these companies and their properties. And they are recorded at market value at a time when prices have still not fallen as far as is normal after a property bubble bursts. This is considerably reducing the fl ow of credit to households and small enter- prises and hence hindering economic recovery. And fi nally Spain needs to enhance corporate social responsibility. Companies must put in place strategies that improve productivity and increase growth potential rather than prioritizing short-term profi t. In To fi nd out more the most recent boom period this is what happened in the The ESADE Economic Report, April 2010 drawn construction sector, but not up by the Department of Economics at ESADE only there. in partnership with Banc Sabadell, is available Although of a very different in PDF format at: http://www.esadealumni.net/ea/activities/ magnitude, the Spanish publications economy has a problem 65

062-065 Analisis2_ING.indd 65 22/6/10 17:50:10 ADVERTORIAL

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066-067 Publi OLYMPUS_ING.indd 67 22/6/10 17:56:57 MOVING ESADE

Attracting more talent and promoting equality of opportunity is our challenge Campaign for Scholarships 2010

A group of student volunteers ESADE OFFICIALLY PRESENTED ITS CAMPAIGN FOR SCHOLARSHIPS AT at the launch of the THE ALUMNI ANNUAL CONFERENCE ON 22 APRIL. IT IS ESADE’S FIRST Campaign for Scholarships INSTITUTIONAL DONATIONS PROGRAMME ADDRESSED TO INDIVIDUALS.

he goal of this ambitious programmes and increase the project is to substantially average amount of scholarships T increase the ESADE Scho- for MBA students. larship Fund. To that end the “If I donate €200 and he gives campaign is calling on alumni, €200, and she gives €200 and students, faculty and staff at he gives €200... that soon ESADE to support it. We want builds up to a great joint pro- this to be a great joint project ject.” says David Ruyet open to all because the sum of (EMBA 07) many contributions could mean ESADE’s Campaign for Scholars- lots of scholarships. hips is designed to attract more At present ESADE allocates talent to its classrooms and fos- €1.3 million to scholars- ter equality of opportunity so that hips per year. The goal is to someone’s ﬁ nancial position does achieve an annual ﬁ gure of not prevent them from accessing €5 million which will enable quality education. Talent is an us to increase the proportion essential resource for creating of scholarship holders in social and business value. You can take part in the Cam- university programmes to 30%, Sign up for the challenge. Toge- paign for Scholarships up to 31 as well as to give scholarships ther we can make a big impact December 2010 at David Ruyet 68 to all students on doctoral on the Scholarship Fund. www.mueveesade.com. (EMBA 07)

068-069 MUEVE ESADE_ING.indd 68 22/6/10 17:59:51 MOVING ESADE

First ESADE Foundation annual donations programme

The scholarship campaign is The Campaign for Scholarships will be ESADE’s fi rst institutional donation open until 31 December 2010. It is in programme. However, over decades turn part of a larger donations progra- and in some cases centuries, the elite mme which provides other donation international academic institutions options and is designed to be ongoing. with which ESADE competes have The donations programme allows alumni had fundraising programmes in place to choose where their donation goes that are of great importance in their and they can decide to renew their fi nancial structures. Below we will commitment each year, although it is set out the reasons behind ESADE’s of course important to achieve stable decision to start up its own annual annual commitments to ensure the donations programme. continuity of projects over the medium and long term, as is the case with WHY? scholarships. “Because a good student who wants to study at ESADE shouldn’t WHO? be left out due to lack of money.” “One of the fi rst donations Ramon Malet (MBA PT 86) Harvard received was a cow Over the last decade, ESADE given by a farmer so that stu- has carried out an ambitious dents could drink milk. That was internationalization plan that has led more than 200 years ago and today Har- to it being ranked among the top 20 vard is one of the academic institutions schools worldwide. Today ESADE is in the world that receives the largest competing in the international league number of donations from its alumni per of prestigious academic institutions year.” Anna Díaz (PMD 08) and it is now crucial to obtain ESADE does not expect to take in the same alternative sources of income to amounts as other schools with decades of maintain its position in a more complex philanthropic tradition behind them. At this global market. The international elite early stage the most important thing is to institutions with which we compete get the message out to our 38,000 alumni can set aside more resources than about the donations programme. We want ESADE to attract the best lecturers it to be a joint project involving alumni, and students and to implement faculty, students and staff and for ESADE research projects. In addition to tuition to become the European school with the income which leaves little or no scope highest level of participation by its alumni in for investing, these institutions also programmes of this kind. If we can get 20% have donations from companies and of people to contribute each year, then we individuals. will have succeeded. In the 2008/09 academic year, ESADE received €4 million in private contributions which were used mainly for research and FIRST WE TAKE PARIS, faculty, endowment (a capitalized fund from THEN WE TAKE LONDON which only the interests are used to fi nance FOR THE FIRST TIME ESADE HAS a variety of projects) and scholarships. In SET UP AN ENDOWMENT FUND the same period Harvard (USA) and Stan- COMING TO €3 MILLION ford (USA) received $60 million and $64 10M € million in donations from companies and HEC individuals, and HEC (France) €11.5M. 16M € For further information: LONDON BS 63M € CORPORATE CAMBRIDGE WHEN? DEVELOPMENT 106M € [email protected] “The alumni of the top international INSEAD schools have been making dona- 673M € Tel.: +34 934 95 20 58 STANDFORD Av. Pedralbes, 60-62 tions for years. Now it’s our turn.” 1991M € E-08034 Barcelona Enric Colet (Lic&MBA 81), professor HARVARD ENDOWMENT IN MILLIONS OF EUROS www.mueveesade.com at ESADE ACADEMIC YEAR 2008/2009 69

068-069 MUEVE ESADE_ING.indd 69 22/6/10 18:00:17 ESADE UP-TO-DATE

Second session on economic prospects 2010 The reordering of the ﬁ nancial system: banks and savings banks ANALYSIS OF THE ECONOMIC OUTLOOK FOR FORTHCOMING MONTHS NEEDS TO KEEP A CLOSE EYE ON THE FINANCIAL SYSTEM. THIS IS ONE OF THE LESSONS FROM JESÚS PALAU (LIC&MBA 71), ASSOCIATE PROFESSOR OF THE DEPARTMENT OF FINANCIAL MANAGEMENT AND CONTROL AT ESADE, AND F. XAVIER MENA, PROFESSOR OF ECONOMICS AT ESADE.

The keys according to Jesús Palau, Associate Professor of the Department of Financial Management and Control at ESADE

• Taking risks: on the basis that procedures with daily margin • Fairer earnings: they should the poor should not have to adjustments in accounts held be set using guidelines, bail out the rich, risks must with central banks under their such as banning stock always be taken with equity. supervision. option incentives, tying incentives to the term of • Separate two types of banks: • Hedge funds with equity: thus transactions and default, in particular, differentiating bet- requiring them to act entirely fi xing upper limits or, failing ween banks giving loans and with 100% equity, or at least that, a tax rate above a cer- investment banks. not allowing them to be fi nan- tain threshold. In addition, ced by any kind of fi nancial the voting rights of minority • No credit derivatives: the institution or investment or shareholders should be prohibition of credit derivati- pension fund. Also, fi nancial represented by investor ves would entail the obliga- institutions should have a agencies or by the central tion to declare positions and greater proportion of equity bank. act with market-to-market than they possess today. • Reduce incentives: if we don’t reduce incentives we run the risk that the fi nancial system will play with us.

• Greece and the reduction of incentives: the fi nancial bailout package for Greece was equivalent to 13% of GDP in the European Union and now the fi nancial system is attacking Greece. A good example to show that if we don’t reduce incentives we run the risk that the fi nancial system will play with us.

070-071 ESADE al dia_ING.indd 70 22/6/10 18:01:49 ESADE UP-TO-DATE

The reordering of the ﬁ nancial The keys according to F. Xavier Mena, system: banks and savings banks Professor of Economics at ESADE

• Global fi nancial crisis: the public bailout of nearly 700 fi nancial institutions around the world marks the end of the deregulation of fi nancial markets in the 1990s (the “Greenspan Put”, repeal of the Glass-Steagall Act).

• Recovery risks: fi scal defi cits and expansionary monetary policies threa- ten a sovereign debt crisis, which pushes interest rates up and may cause disruption in the money and credit markets and • Private and public debt: calls for strong provisions, in medium-term infl ation the Spanish economy is refi nancing, awards, dation expectations. undergoing a far-reaching in payment and substituting process of deleveraging of debt for equity, which will • Different world: the new households, businesses lead to mergers between regulations promoted by and fi nancial institutions, to institutions. the Obama Administration which must be added the ur- and the Basel Committee gent need for public defi cit • Structural reforms: the will put pressure on bank reduction. Spanish economy needs balance sheets in terms reforms in its labour of size of institutions, • Banks and savings banks: market, fi nancial sector, capital requirements, exposure to the property public sector, etc. as liquidity requirements and sector has emerged as necessary conditions for leverage ratios. a credit problem, which ending the crisis.

ESADE Alumni: debate about the economy

Jesús Palau and Francesc Xavier Mena presented their arguments at the second session on economic prospects 2010 organized by the ESADE Alumni Finance Club under the title The reordering of the financial system: banks and savings banks. As in the first session, the event generated great expectation among alumni. Further information is available at: www.esadealumni.net/ea/alumni_network/ functional_sectorial_clubs/ﬁ nance_management_ control_club/description_past_events?id_ evento=146161 71

070-071 ESADE al dia_ING.indd 71 22/6/10 18:01:54 UPDATE EXECUTIVE EDUCATION

Kenneth Morse, founder of the MIT Entrepreneurship Center and professor on the ‘Corporate Entrepreneurship and Open Innovation’ course at ESADE “ESADE’s culture reminds me a lot of MIT’s”

Together with Henry Chesbrough How did you establish Massachusetts Institute of and Wim Vanhaverbeke, Ken contact with ESADE? Technology: the culture of Over recent years I have been being a challenger and not a Morse leads the Corporate travelling around Europe via defender. Entrepreneurship and Open Denmark, the Netherlands, Innovation course, held in June at northern Italy, Germany and What in your view would the ESADE campus in Barcelona. Barcelona. This is where I be the true formula noticed that many entrepre- for innovation? neurs have studied at ESADE My deﬁ nition of innovation and and have lots of ambition the meaning of the concept of and talent. For this reason, entrepreneurship and its impli- I was immediately attracted cations actually coincide with by ESADE’s culture, because that of other lecturers at ESADE. 72 it reminds me a lot of the In particular, we deﬁ ne innova-

072-073 Act executive2_ING.indd 72 22/6/10 18:05:41 UPDATE EXECUTIVE EDUCATION

Forthcoming programmes

Open Innovation and Corporate Entrepreneurship Programme for Leadership Barcelona, from 14 to 18 June 2010 Development – PLD® (in English) Barcelona, St. Gallen and London, from 23 August 2010 to 23 May 2011. In partner- Program for Management Development - PMD® ship with St Gallen University. 10 intensive Barcelona-Madrid-Boston, from 21 June to 29 modules (in English) October 2010 (in English) More information Embracing Design Thinking to Seize New Executive Education Market Opportunities Tel. 932 804 008 Barcelona, from 28 June to 1 July 2010 [email protected] (in English) www.exed.esade.edu

tion as the sum of invention and What is the key to marketing. Furthermore, apart overcoming the fear from invention and innovation, some businesspeople other key issues such as idea have and dealing with and impact are part of the pro- internationalization? cess of building a company. If you believe in your product, it provides signifi cant value Based on this defi nition, who and you’re also passionate is the course you teach at about the project, you just ESADE addressed to? need to map out a business Especially to businesses and plan and fi nd people who new entrepreneurs who operate you don’t know to work with Kenneth Morse, in an environment of open inno- you. You should only think, a leading vation and also to people who for example, about the Nike are setting up new companies slogan “Just do it” and have international guru based on cutting-edge techno- it clear in your mind before logies. But it is also designed hiring someone that it is the Professor Kenneth Morse is the founder of for managers responsible for founders who have to do the the largest centre for entrepreneurs in the implementing new business mo- work to get the company off world: the MIT Entrepreneurship Center at dels. Plus this course is unique the ground. the Massachusetts Institute of Technology because it is run in partnership “ESADE’s culture reminds (MIT), based in Boston. He was its director with HiT Barcelona (The Ho- “Innovation is the sum for 13 years and has extensive international thouse of Innovation and Tech- of invention and marketing” experience in the training of entrepreneurs nology), directed by Josep Piqué, me a lot of MIT’s” and in turning innovation into a profi table and in which Henry Chesbrough, business. He has played a key role in laun- Wim Vanhaverbeke, myself and Finally, what message ching projects with entrepreneurs in the my wife Laura are involved. would you give to those fi eld of high technology, including 3Com getting ready to become Corporation and Aspen Technology. Morse What impact does an entrepreneurs? is a member of the Council on Foreign Re- economic crisis have My advice to ESADE MBA lations (New York) and the Cercle Royal on innovation? students would be fi rst to Gaulois Artistique & Littéraire (Brussels). I think that in every crisis there get a job where they can He is on the advisory board at Polytechnos is always an opportunity. That’s learn how to sell. In fact, Venture-Partners (Munich), Rudyard Part- because, despite the fact that most CEOs of companies ners, LLC (Boston) and Fund III (Silicon it takes courage, it can be a come from the sales side Valley) and is also a consultant to global catalyst for signifi cant change, and you can’t create any bu- companies such as China Capital Ventures and a great time to start a new siness if you don’t know how and Darby Overseas Investments. He has a company. Basically because to sell, as entrepreneurs are degree in Political Science from MIT and an expectations are realistic, recrui- always selling their product MBA from the Harvard Graduate School of ting talent is easier and there is both to customers and to Business Administration. more offi ce space available at prospective employees and reasonable prices. investors. 73

072-073 Act executive2_ING.indd 73 22/6/10 18:05:44 UPDATE MBA The ESADE MBA: International Case Competitions

Doing a programme like the MBA is a complete experience. From a foundation of challenging academic content, the self- motivation and creative thinking of our students generates lots of additional activities that enrich their intellectual training and life experience.

s an example of this, Case Competitions, in which their reward. We are espe- in April several teams their creative thinking, capaci- cially proud of this recogni- A made up of The ESADE ty for strategic innovation and tion, based on the values MBA students took part in engagement with corporate embedded in the DNA of our and won various international social responsibility found MBA programmes.

ESADE-IESE ADIDAS CASE COMPETITION Thirty-one teams took part in this competition organized for ESADE and IESE MBA students on 19 April in Bar- celona, with three from each school making the cut. To decide the winner, the groups had to present strategic solutions to ADIDAS business problems before a jury made up of company ofﬁ cers and lecturers from both schools. One of ESADE’s teams, consisting of Andreas Andresen (MBA 11) and Matthew Smi- th (MBA 11), from Germany and the UK respectively, came ﬁ rst. But ESADE also made a clean sweep in the competition as it also came second and shared third spot with one of the IESE teams.

074-075 Actualizacion mba_ING.indd 74 22/6/10 09:10:00 UPDATE MBA

GEORGETOWN STRATEGY WORLD CUP Our students also walked off with fi rst prize at this annual strategy competition run by Georgetown. The Georgetown Strategy World Cup featured 29 teams from 11 business schools including Yale, Columbia and Cornell. After the fi rst round, which consisted of an abridged version of a case in which the teams had to make a brief presentation setting out their analysis temporary business challenge. 11) from Austria, American and recommendations, the The jury praised their creativity, Paul Pick-Aluas (MBA 11) top fi ve teams were invited interpretation and presenta- and the German Hans A. to Washington to take part in tion skills together with their Clement (MBA 11) came the fi nal. They had four weeks overall involvement. back to Barcelona with prior to the fi nal to prepare an Finally, our team made up $10,000 in cash awarded to analytical response to a con- of Paul Fattinger (MBA the winners.

SOCIÉTÉ GÉNÉRALE social impact of business. CITIZEN ACT The most recent edition was Widely seen as the Corporate held in Paris on 15 April. Bas Citizenship Business Competi- van Ulden (MBA 11), Louise tion par excellence, the Citizen Ralston (MBA 11) and Tanvi Act is an innovation strategy Savla (MBA 11), from Holland, game that tests students’ the USA and India, took part business experience and in the competition, based on creativity. It is addressed to the design of the “banking of people who believe that ban- the future” with another 181 king is more than just ﬁ nancial teams from 27 countries, and transactions and value the also managed to come ﬁ rst. 75

074-075 Actualizacion mba_ING.indd 75 22/6/10 09:10:01 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

ALEX FERNÁNDEZ DE CASTRO 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 ﬁ nd 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 Teachers of Spanish as a Se- the course? cond Language at the Universitat “The constant changes of pace, Name one thing you didn’t de Barcelona. methods and activities. My con- expect about Barcelona In the Spanish Programme, the centration never decreases”. “The expensive prices of Semi-intensive courses have “The fact that there are not housing”. been gaining popularity. too many students. Its relaxed “The fact that Catalan language These classes are held twice a atmosphere, we feel no pressure and culture was so important” week, mornings and afternoons to learn”. and we offer general and busi- “The fact that the teacher knows Why did you choose to learn ness Spanish. The group size is French or English to make rele- Spanish in ESADE? a maximum of 12 students per vant comparisons”. “My boss told me it is the best group which facilitates individual “The discussions among stu- Language School in town. She attention. Start dates are Octo- dents make it very interactive”. herself learned English here”. ber 2009 and there are preferen- “It is a strategic partner for my tial rates for ESADE alumni. Name a useful word or expression university, back in the US”. “We believe in student-centered that you learned recently. “Because of its reputation and education -claims Alex F. de “I love the word palomitas, I ﬁ nd its good price-quality ratio”. 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 76 learn so much from one another. “Ojalá”.

076 Actualizacion ELC_ING.indd 76 22/6/10 18:07:11 MEMBERS ONLY services and beneﬁ ts ECONOMIC BENEFITS exclusively for members One of the best health insurance policies with very advantageous conditions

ESADE Alumni and DKV Seg- uros have kept up their agreement under which association members and their immediate family (spouses and children) can take out DKV Integral and DKV Mundisalud health policies with more advantageous conditions. • Once you have been insured with DKV for three years, the company will never can- cel your policy. • Compensation for each day spent in hospital not covered by DKV. • Free additional services: worldwide emergency care on trips lasting less than 90 days, dental care, health family planning, cosmetic • Work-related and trafﬁ c club membership, inter- medicine, psychology and accidents. national second medical geriatric care. • 18,000 doctors and opinion. • Preventive medicine pro- 1,000 clinics in the DKV • Additional services with an grammes: paediatric care, healthcare network. excess: laser eye surgery, gynaecological cancer, breast reconstruction, coronary risk, oral health.

Find out more at www.esadealumni.net ➔ Beneﬁ ts ➔ Big beneﬁ ts

Alumni Card, everything in one card

The card that’s both a • Double “la Caixa” Star membership card and a VISA Points with every purchase credit card. which you can exchange The ESADE Alumni Card is: for gifts. • A membership card. • 2% off petrol purchases made • A VISA credit card with with the VISA card in Repsol, no fees. Campsa and Petronor service • An AMEX credit card stations. with no fees and special conditions

Find out more at www.esadealumni.net ➔ Beneﬁ ts ➔ Big beneﬁ ts 77

077-079 Solo socios_ING.indd 77 22/6/10 18:25:46 MEMBERS ONLY ONLINE SERVICES services and beneﬁ ts exclusively for members

Esade Guíame

WHERE WELL-INFORMED Discover it at COMPANIES BEGIN One-stop window for sector http://nexus.esade.edu and business information in Spain. Includes sector Enter, build your own network of friends and colleagues ﬂ ashes, a panoramic view of and connect up with them. Plus you can also search for 43 key sectors in the Spanish groups you share interests with, contact them and share economy. what you want: messages, comments, photos, videos, forums, blogs, wikis and events in a safe and exclusive online social network.

SABI Careers portal Online database featuring information about more than 1,080,000 Spanish Helps members companies and an exclusive ﬁ nancial to manage their analysis system. You can look for careers, access to companies or groups of companies CVs and job offers, (by name, tax code, location, activity, publication of job employees, ﬁ nancial data, etc.), view offers and careers reports in any format and carry out detailed guidance. statistical and/or comparative analysis of companies or groups of companies by variables and periods. Online conferences

Lets you view the most interesting sessions whenever you want. You’ll ﬁ nd them at www.esadealumni.net in the account of each event.

Press clippings Directory service Database containing information about member Daily summary of news alumni which makes it items published in possible to ﬁ nd them business and national using segmentation newspapers sorted into systems. You can search 22 sectors or functional by surname, programme areas. Option of custom- and class, company or ized press dossiers. geographical area. 78

077-079 Solo socios_ING.indd 78 22/6/10 18:26:11 MEMBERS ONLY ECONOMIC BENEFITS members

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VOLKSWAGEN IS NOW OFFERING ESADE ALUMNI MEMBERS EXCELLENT CONDITIONS ON THE PURCHASE OF ANY OF ITS NUMEROUS MODELS . 10% OFF SEGURCAIXA AUTO INSURANCE JUST IDENTIFY YOURSELF AS A MEMBER OF ESADE “LA CAIXA ” OFFERS ESADE ALUMNI MEMBERS 10% ALUMNI AT ANY VOLKSWAGEN DEALER ON THE IBERIAN OFF THEIR CAR INSURANCE . PENINSULA OR THE BALEARIC ISLANDS , AND SEGUR CAIXA AUTO OFFERS YOU THE WIDEST ASSORTMENT OF COVERS YOU ’LL RECEIVE A SPECIAL 10% AND THE MOST COMPLETE RANGE OF SERVICES DISCOUNT ON ANY MODEL . WHILE PROVIDING EXCELLENT VALUE FOR MONEY .

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3% ON THE SALE PRICE IN FITTINGS METRO -3 S.A. OFFERS ESADE ALUMNI MEMBERS THE CHANCE GROUND-BREAKING MORTGAGE + DB TO INCREASE THE QUALITY AND SERVICE OF THEIR PROPERTIES . FOR BUYING YOUR HOUSE 2.25%* FIRST -YEAR INTEREST RATE THIS CONSISTS OF ADAPTING AND /OR FURNISHING THE PROPERTY EURIBOR + 0.40** (2.146% APR1) REST OF LOAN PERIOD MEETING CONTRACTUAL CONDITIONS . TO MEET THE PERSONAL NEEDS OF THE BUYER AND AS AN OPTION OPENING FEE : €400 LETTING METRO -3 MANAGE THE SALE OF YOUR CURRENT FLAT . EARLY TERMINATION FEE : 0% ALL THIS FOR UP TO 3% OF THE SALE PRICE OF THE PROPERTY . FOR SWITCHING YOUR MORTGAGE TO DEUTSCHE BANK 1.95% FIRST YEAR * EURIBOR + 0.30** (2.033% APR 1) REST OF LOAN PERIOD MEETING CONTRACTUAL CONDITIONS . OPENING FEE : €400 EARLY TERMINATION FEE : 0% Online conferences

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There are also other beneﬁ ts with Catalana Occidente, Twoin, ESADE Executive Language Center, VIRTUAL BRANCH WITH PREFERENTIAL CONDITIONS Avancar, Disfruta&Verdura, etc. BANKINTER ’S ESADE ALUMNI VIRTUAL BRANCH OFFERS ALL OF ITS PRODUCTS AND SERVICES , BUT WITH MORE Find out more details about these and other ADVANTAGES THAN A TRADITIONAL BRANCH BECAUSE PRICES ARE SET FOR ESADE ALUMNI MEMBERS DEPENDING special agreements that are regularly posted on ON THEIR NEEDS . www.esadealumni.net in the Beneﬁ ts section. 79

077-079 Solo socios_ING.indd 79 22/6/10 18:26:46 IN THE NEWS MY CLASS Class reunions

MBA PT 98 – 6 May 2010 30th anniversary MBA 80 – 15 April 2010

PCDD Caixa Manresa – 16 April 2010 Lic&MBA 86 – 29 April 2010

5th Anniversary MBA PT 05 – 30 April 2010 Lic&MBA 84 – 29 April 2010 80

080-082 encuentros promociones_ING.indd 80 22/6/10 09:14:39 IN THE NEWS MY CLASS

Trip to Morocco EMBA 09 (Madrid) – From 27 March to 3 April 2010 SEP 08 (Madrid) – 20 April 2010

EDIK 89 – 6 May 2010 Visit to the MNAC EMPA (all classes) – 15 April 2010

Weekend at Vallderoures (Teruel) Lic&MBA 67 – 9 April 2010 10th anniversary EDIK 00 – 15 April 2010 81

080-082 encuentros promociones_ING.indd 81 22/6/10 09:15:00 IN THE NEWS MY CLASS

Cocktail and graduation party MBA FT 10 – 20 and 26 March 2010 5th Anniversary Lic&MBA 05 – 19 March 2010

EMBA 09 (Madrid) ski trip in the Sierra Nevada – MBA FT 08 class – 13 March 2010 5 March 2010

Other class reunions ESADE Alumni can organise reunions that are customised for your class: Lic&MBA 97 Calçotada – 27 March 2010 dinners, conferences, guided networking 2nd MDMC 2009 class ski trip to Vallnord – 12 March 2010 reunions, leisure and sports activities, family outings, etc. For more information Lecture Strategic brand management: creating a brand experience to generate contact: sustainable value, PMD 09 (Madrid) – 24 March 2010 [email protected]

More photos at www.esadealumni.net ➔ Alumni Network ➔ My class 82

080-082 encuentros promociones_ING.indd 82 22/6/10 09:15:17 IN THE NEWS APPOINTMENTS

1981 1983 1987 Òscar Grau, Director of the Technical Juan Arencibia Federico Ortiz Ignasi Ricou, Offi ce for the joins Montero – Formentin, CEO President for Sales Barcelona-Pyrenees Aramburu as at MASTER WORK, and Gum and Sweets Winter Games 2022 bid an adviser E.T.T., S.A. at Kraft Foods Europe Former FC Law fi rm Kraft Foods Barcelona handball Montero has player Oscar Grau Aramburu appointed (Lic & MBA 87) Abogados Ignasi Ricou has been has (Lic&MBA appointed reinforced its 87), until Managing Director of the island offi ces now Technical Offi ce for the Barcelona- with the Chairman of Pyrenees 2022 bid to host the addition as Cadbury Winter Olympics. The Mayor of an advisor of In February Frederic Ortiz Europe, its Barcelona, Jordi Hereu, Juan Arencibia Rodríguez (MBA (EDIEF 83) and Elena Puigjaner new President for Sales and announced his appointment after 81), until now head of the bought 100% of the shares of Gum and Sweets at Kraft Foods the organizational meeting of the Canary Islands market at Ernst & MASTER WORK, E.T.T., S.A., Europe. Following the Institutional Monitoring Young Abogados. Arencibia, who (50% each), a company founded acquisition of Cadbury, Kraft Committee for the Barcelona- is joining the Las Palmas de in 1987 which delivers Foods has decided to create the Pyrenees 2022 Bid, which Gran Canaria offi ce, has a temporary employment services. new European gum and sweets unanimously approved his 30-year track record in Since then he has been sole business category led by Ricou appointment and management, commercial and tax law and is a director and CEO at the fi rm. He in Zurich. In addition, Ricou has executive and support bodies. frequent speaker at national and will combine this post with being been named President for After retiring from elite sport in international legal forums. With partner-director at Ortiz- Sales, with responsibility for the 1995, Grau has been manager of several publications to his credit, Puigjaner Consultors, S.L. fi ve Kraft categories in Europe the Catalan Handball Federation Arencibia has been a lecturer at (cheese and grocery, coffee, and the Catalan Sailing the Faculty of Business of Las chocolate, biscuits and sweets Federation. Currently he is Palmas de Gran Canaria and the 1986 and gum). In this role, his Director of Wellness at Agrupació INESE Fundación Mapfre- responsibility is focused on Mútua. Guanarteme. Fco. Javier Hernández international clients in the González, Technical region, as well as on defi ning Manager at Cedec, S.A. the company’s sales strategy. 1988 1982 In his new post, Francisco The new organization, Javier Hernández González operational from April, seeks to Marc Serruya, new Manuel Arnau, (EDIPR 86) manages the drive the growth of this Chairman of Honda new CFO at Pastisart consultancy fi rm’s Technical business. With a track record of Automóviles España Manuel Help Service and supports more than 20 years in business, Honda’s Arnau company engineers and Ricou has extensive experience Spanish (EDIEF 82) businesspeople where in sales, marketing and general subsidiary, has joined projects have been put in management at the European Honda Grupo place. He is also in charge of level in mass consumer Automóviles Pastisart as Quality Assurance, monitoring products. He began his career España, has its new CFO. procedures and working at Henkel and Rhône Poulenc appointed Marc With over 30 methods used in consulting and joined Adams in 1990, Serruya (MIM 88), who until years experience in fi nance operations. where he was CEO for Portugal, now had been Deputy Chairman, positions, including 17 in the United Kingdom, Ireland and as the new Chairman of the management posts, Arnau has Benelux. Following Cadbury’s company. Serruya has spent the worked for multinationals such acquisition of Adams, he bulk of his career in the as Nestlé and Gallina Blanca- became part of the British automobile industry, where he Star. Previously Manuel was DAF company and was named started out in 1988. In 1990 he at the Grupo G.B Star subsidiary president of its European region joined Honda Automóviles in Algeria. in August 2009. España and his time at the company has been spent mostly in marketing, fi rst as Director of Sales and then as Commercial Director. In 1999 he was appointed CEO and in 2007 became Deputy Chairman. 83

083-087 Nombramientos_ING.indd 83 22/6/10 18:32:33 IN THE NEWS APPOINTMENTS

1992 Cristina de Seras Gabriel Masfurroll society and country based on Zumstein sets up Cortada becomes organizations (of any kind: Toni Seijo, Director Oh!Pandora director of USP business, social, political, etc.) of Ipsos-ASI España After 15 Instituto Universitario that release the talents of Toni Seijo years of Dexeus individuals and encourage and (EDIK 92) professional Gabriel engage them in a common has been experience in Masfurroll project for the future while at the named the fi eld of Cortada same time requiring them to Director of event (Lic&MBA contribute the best of Ipsos-ASI management, 94) has themselves. España, Cristina de Seras Zumstein been named having been (Lic&MBA 93) has set up director of the Director of the company’s Oh!Pandora, a company that USP 1995 Barcelona unit for over fi ve designs and coordinates ethical Instituto Universitario Dexeus, a years. Seijo has spent his entire and team-building activities as general and university hospital José Blasi joins career in marketing, part of CSR programmes to offering front-rank medical and Monereo to head communication and market deliver a product that can be surgical care in all specialities. its Tax Unit in research. He began his career at used by both corporate clients As director, Gabriel Masfurroll is Barcelona Unilever and has worked in and nonprofi ts alike. to lead the fl agship of the USP José Blasi marketing departments at Hospitales group, the largest (MBA 95) has companies such as Agfa, network of private hospitals in joined Monereo Caprabo, RBA and TMB. In the 1994 Spain consisting of more than Meyer research sector, as Director of 7,000 professionals and 35 Marinel·lo the Brand Management Daniel Reyes, new centres spread across the Abogados as Department at TNS he launched Marketing Director country. His career in the Director of the the Prometheus service in Spain. at Televisió de hospital sector began in 2007 as Tax Unit at its offi ce in He is also an Associate Catalunya project manager of the USP Barcelona. Blasi has over 15 Professor of the Department of Hospitales international team. In years of experience in tax law. Marketing Management at 2008, he joined USP Instituto He previously worked at ESADE and Technical Director of Universitario Dexeus as a Landwell-PwC, where until he the Brand Centre at ESADE. He management assistant, joined Monereo Meyer Marinel·lo has published several articles on performing various roles until he he was in charge of international brands and communication in was appointed director. taxation in the Barcelona offi ce various trade journals and is Previously he had worked for four and the Department of EU Direct co-author of Presente y futuro de years at law fi rm Landwell-PWC Taxation nationwide. Prior to that la Dirección de Marcas Líderes en Abogados y Asesores Fiscales he was Director of the Tax Unit at España published in 2009. Daniel Reyes (Lic&MBA 94) has as an associate. BDO’s Barcelona offi ce. been named Marketing Director at Televisió de Catalunya by Oriol Segarra publishes Carlos Honrado 1993 Carles Manteca, Broadcasting ‘Liderazgo peregrino’ Cuevas, CEO and Programmes Director. In his at Consulting Alejandro Sánchez, new position, he will coordinate Empresarial BGH, S.L. Director of Logistics the company’s channel branding After leading the Tax Advice at AECOC strategy, advertising, direct Department at Consulting Alejandro Sánchez Coll (MBA relations with its various target Empresarial BGH for more 93) has been appointed audiences (events, functions, than 10 years, Carlos Honrado Director of Logistics at AECOC. direct marketing, etc.) and the Cuevas (AGT 95) has been A Telecommunications Engineer different sources of business Oriol Segarra (Lic&MBA 94), appointed CEO of this fi rm from the Polytechnic University arising from these products, in currently CEO of pharmaceutical specializing in employment of Barcelona with an MBA from close cooperation with the Sales fi rm Synthon Hispania, recently and tax law, with the primary ESADE, Alejandro Sánchez Department. In his 12 years at published his sixth book, objective of achieving leadership will combine responsibility for Televisió de Catalunya, Reyes Liderazgo peregrino (Libros de in the Vallès Occidental area in Logistics with being in charge of has had a range of duties in Cabecera), in which he sets out Barcelona province. E-Commerce at the association, marketing, advertising and brand the main ideas of his personal which he has headed for more management. approach to leadership. The than 15 years. book argues that good leadership is not only possible but necessary, as the main tool that can enable us to overcome 84 the crisis and build a strong

083-087 Nombramientos_ING.indd 84 22/6/10 18:32:44 IN THE NEWS APPOINTMENTS

1996 Folch has also spent much of his Maria Sala, partner Àlex Vilallonga, career at Henkel Germany as and Director of Director of the Palau Gem Romero joins marketing manager for the Persil Business Development de Congressos de Bassat Ogilvy as brand. Before joining Panrico- at Studio+44 Catalunya Creative Strategic Donuts he was head of the After a long career Director international division of Grupo at Grupo Husa, Farmacéutico Lacer. Àlex Vilallonga (DGT 98) has been appointed 1997 chief executive of the Palau de Congressos de Xavier Mortés to head Catalunya. It is housed in a the Marketing Division building that is part of the Hotel at Hill & Knowlton in Rey Juan Carlos I in Barcelona, Barcelona managed by Husa. The Palau de Maria Sala (Lic&MBA 97) is a Congressos de Catalunya has 35 partner and Director of Business rooms, an auditorium with Gem Romero (Lic&MBA 96) is Development at Studio+44, a capacity for more than 2,000 the head of the agency’s creative digital production company attendees, a maximum exhibition strategy with a focus on specializing in creative area of 4,000 m² and can host integrated communication. programming services banquets for up to 3,000 guests. Previously he had worked as outsourcing. Most Studio+44 Villalonga’s appointment is part Strategy Manager at Tapsa in clients are communication of the reorganization of Madrid, an agency he joined in agencies in the United Kingdom, responsibilities carried out by 2007. Prior to that Romero had Hill & Knowlton has announced but it also works with Spanish senior management at the Hotel been Strategic Planner at SCPF the appointment of Xavier ones. Before joining Studio+44, Rey Juan Carlos I. and associate director at Mortés (Lic&MBA 97) as Sala had been an international consultants Added Value account director for the key account executive for clients Planners. Romero is also a Marcomms (Marketing such as Adidas, Audi and San 1999 lecturer at a number of business Communication and Consumers) Miguel and for agencies in Paris, schools in Barcelona and Madrid division in its Barcelona ofﬁ ce. In London, Barcelona and Beijing. Joan Riera and a founding partner of APG in his new position, Mortés will be sets up Active Spain and a member of its board responsible for leading accounts Development of directors. such as Barbie, Nissan, San 1998 Miguel, Random House Monadori Jorge Folch, new and McCormick. Before joining Iban Solé, Sales Marketing Director Hill & Knowlton, Mortés had Manager at Panrico at Panrico-Donuts worked at Havas Sports from Panrico has strengthened its 2002 to 2009 as project sales area with the addition of manager for accounts such as Iban Solé (Lic&MBA 98). Solé AXA, Liberty Insurance, “la brings with him 12 years of Caixa”, Euroleague, Nissan, Best experience in sales at PepsiCo. Seller and BMW Oracle. He He began his career in Marketing The co-founder and up until now previously worked at Antena 3 and two years later joined the director of ESADE Creapolis, Televisión as an Account Sales Department, holding Joan Riera (Lic&MBA Executive and New Business various management posts in 99), has launched his own Sales Manager, as well as at Spain and in Eastern Europe entrepreneurial initiative, Active Octagon as a Special Events (Russia, Ukraine, Bulgaria, Development. The company Executive. Romania and Poland). specializes in helping other companies worldwide to enhance their income streams Jorge Folch (Lic&MBA 96) has through business development been named Marketing Director and internationalization. for Panrico-Donuts, reporting Riera is also a Professor of directly to its CEO. Folch has Entrepreneurship at the school, extensive experience in sales an adviser to various start- and marketing, with 12 years at ups and an active conference multinational Henkel where he speaker. was Detergents Marketing 2000 Director for Spain and Portugal. 85

083-087 Nombramientos_ING.indd 85 22/6/10 18:33:03 IN THE NEWS APPOINTMENTS

Juli Ferré, Seguros, a key account Olga Martí Cassé, Cosmetics and Dietetics, in new Head of manager at RACC Correduría Director of Human which the company has Sponsorship de Seguros and Technical Resources at Alfa excelled for over 40 Sales at FIBA Director at Sabadell consulting years.002 Aseguradora. Prior to joining Olga Martí Nortia he was Accounts (DEPN 01/ Pau Montanaro Director at GDS, the insurance PDG 04) Cardone, partner and broker of “la Caixa”. has joined Managing Director Alfa at Agencia Alicia consulting Pau 2001 to promote the development Montanaro and growth of Alpha staff and (MBA 02) Rosa Moreno, enhance its corporate has become Director of Corporate communication. Martí began a partner Communication for her career in HR in 1996 at and Spain and Portugal at Cuatrecasas Abogados. Since Managing Grünenthal Pharma then she has worked in Director at companies in various sectors Agencia including Grupo Alicia, a creative placement Estampaciones Sabadell and agency that develops strategy Juli Ferré (Lic&MBA 00) is to Sabadell Grupo Asegurador, and creativity applied to all direct sponsorship sales for where she was HR and media for clients such as FIBA (International Basketball Internal Communication Volkswagen Audi, “la Caixa”, Federation), based in Geneva. Manager with a brief for Barcelona City Council, Sorli Ferré has proven experience personnel development. Discau and the Liceu theatre. in sponsorship that began Until 2007 Montanaro was with the Cirque du Soleil in Fernando Molinas Managing Director at Rapp Europe, and in sports since Navarro, Director of Collins, the relational agency in 2007 with Beach Soccer Pharmaceutical company Laboratorios Abad Grupo DDB, and then until 2009 Worldwide, where he worked Grünenthal Pharma has named Associate Strategy Director at with FIFA. Rosa Moreno (MP-DEC 01) as Globally. its new Director of Corporate Juan López Communication for Spain and Claumarchirant, Portugal. Moreno has Insurance Manager extensive experience in the at Nortia ﬁ eld of communication and previously she was Director of Corporate Communication for Spain and Portugal at American multinational Monsanto Company. As part of its international expansion process Grupo Kiluva has acquired Laboratorios Abad and appointed Fernando Molinas Juan López Claumarchirant Navarro (EDIK 01/MDMC 06) (MBA 00) has joined the as Sales Director. Molinas multinational Nortia, parent of previously worked for German gaming and leisure group consulting ﬁ rm VK Cirsa, as Insurance Manager. CONSULTING, specialists in Nortia is an international expansion, development and corporation operating in areas restructuring processes for including gaming, private retail, hotel, food services and aviation, art auctions, franchising organizations. In agriculture, insurance, this new project he will lead property, etc. López sales and marketing strategies Claumarchirant has extensive to optimize turnover and brand experience in the insurance image through the introduction industry, having been Claims of new sales policies. He will 86 Manager at Mutua General de focus on two divisions,

083-087 Nombramientos_ING.indd 86 22/6/10 18:33:08 IN THE NEWS APPOINTMENTS

2003 González to head a new employment advice for 2009 period of expansion and companies, before joining international marketing growth. Until last February, the Employment Law David Soria, Chief manager de Vileda Sergio González was its CFO. Department at Landwell-PwC. Financial Offi cer and He then decided to redirect Human Resources Luis Ortega Bordes, his career towards Director at Quality partner at VOS headhunting and the search Medical Service Sportsmarkteting for legal professionals by & Entertainment developing the Tax & Legal Luis Ortega Bordes (MBA Department at Michael Page 03) is the new partner at the International before joining sports marketing company Hudson Highland Group to that handles image rights develop its Corporate Victor Andriani, of players, including David Services Department International Villa, sports sponsorship and specializing in searches for Marketing Manager business opportunities in the professionals with legal, at Vileda world of sport. fi nancial, HR and IT profi les. David Soria (MDEF 09) has Victor Andriani (MBA 03) has been appointed Chief been appointed International Financial Offi cer and Human Marketing Manager at Vileda, 2004 2005 Resources Director at Quality reporting to the general Medical Service. In his new manager for the division. Xavier Busquets Betty Duthilleul, post, Soria will be in charge of Andriani joined Vileda in Bueren, Strategic Director of Relational supervising and controlling 2003 as International Trade Marketing Manager at Marketing at Grupo the Finance and Human Marketing Manager, later Alliance Healthcare Sörensen Resources departments with taking on duties in the Iberia Xavier Busquets a staff of 11. Previously, Soria Marketing Department. Bueren had worked as Human Andriani also has several (Lic&MBA 04) Resources Director at Mutua years of previous experience has been Egarsat, Administration in business development in appointed Manager at Perfi lart and new technologies and market Strategic assistant to the Production opening in Latin America. Marketing Manager at Alliance Manager at Faders. Healthcare. In his new position Sergio González, Busquets will be in charge of Betty Duthilleul (DMC 05) new CEO at Vialis strategy for both the has joined Grupo Sörensen, pharmaceutical industry and an independent pharmacy sectors, ensuring its communications group, as implementation across the director of its new Relational company. Marketing unit. Duthilleul began her career in the Xavier Miravalls marketing departments of founds IurisTalent multinationals such as Royal Canin and Mars Spain. Later on she joined relational and promotional marketing agency La Manufactura as Managing Director.

Vialis has appointed Sergio González (MDEF 03/EMBA Along with his partner Javier 08) its new CEO. The Moreno, Xavier Miravalls Barcelona women’s footwear (MBL 04) has founded company, which has a IurisTalent, the ﬁ rst Spanish presence in over 15 company to specialize in countries through searching for legal distribution channels and its professionals. Miravalls We want to hear about your career moves. own stores in Barcelona, began his career as a Send your appointment and photo to ESADE Alumni at: Madrid, Bilbao, Paris and lawyer at Bufete Miralles, a [email protected] Berlin, has appointed law ﬁ rm providing 87

083-087 Nombramientos_ING.indd 87 22/6/10 18:33:16 IN THE NEWS SPORT AND CULTURE Wine sessions: DO Tarragona, Alella and Catalunya

The last three ESADE Alumni spent discovering the secrets wine sessions, held in March, and peculiarities of different April and May, have been wines from the Tarragona, Alella and Catalunya denomi- nations of origin. The ﬁ rst was presented by the Vinyes Terrer winery with attendees gathering at IDEALOFT, a con- vention and meeting facility typical grape variety in the lent by GrupIdea in the heart area. of Barcelona. The same place Finally, the 7th ESADE Alumni was the venue for members winery session focused on and guests at the event for the Catalunya Denomination white wines from Alella, when of Origin as part of its tenth the Marques de Alella winery anniversary celebrations with presented xarel·lo, the most wines made by Cellers Triada.

Nacex-ESADE Alumni Golf Individual Tournament

ESADE Alumni invited alumni to take part in its Golf Tournament, one of the activities most appreciated by our members, which was held on 24 April. The format this year was individual, although members could also register family and friends and enjoy a great day’s golf out on the North Course at PortAventura Golf.

1st Nacex-ESADE Alumni Individual Golf Tournament Classiﬁ cation

LOWER CATEGORY CLASSIFICATIONS PRIZES: LONGEST DRIVE • 1st Daniel Coleman ESADE ALUMNI • Lacoste Albert Moreau/Elena Cusi • 2nd Albert Moreu • 1st Alberto de Pablo (Lic&MBA 98) • 3rd Alberto de Pablo (Lic&MBA 79) (Lic&MBA 79) PRIZES: BIRDIE PRIZES: BALL CLOSEST • Vins Noe Antonio Solà/Elena Cusi HIGHER CATEGORY TO THE FLAG • 1st Julià Casas • Santiveri Albert Ganduxer PRIZES: PAR • 2nd Albert Ganduxer (MIM 84) • Bulldog Alberto de Pablo/ (MIM 84) • Domus Selecta Manuel Anders Xavi Esteve (MBA 95) • 3rd Sergio González • Wilson Julià Casas • Pullmantur Lluís Soler/ SHOOT OUT PRIZE Josep Miarnau • Pullmantur Daniel Coleman 88

088-089 Activ Deportivas_ING.indd 88 22/6/10 09:23:36 IN THE NEWS SPORT AND CULTURE 3rd NACEX-ESADE Alumni Running

Nacex-ESADE Alumni Run- Castle. After the competition ning is now one of the most participants received a bag of successful sporting events goodies from the event spon- held for our alumni. As usual sors and an ofﬁ cial souvenir Winners there was a 5 km and a 10 T-shirt and the traditional km race run around Montjuïc prize draw was held. 5 KM ROUTE • Winner men 5 km Leónidas Torrecilla (Lic&MBA 98) • Winner women 5 km Ángela Castrejón

10 KM ROUTE • Best ﬁ nish MBA men Manuel Lorente (Lic&MBA 91) • Best ﬁ nish MBA women Ángela Castrejón

• Best ﬁ nish ESADE Alumni men Manuel Lorente (Lic&MBA 91) • women Isabel Menéndez (MDEF 07)

• 1st +40 men José Portillo • 1st +40 women Mª Ascensión González (GH 93) • 1st men José Portillo • 1st women Nuria Vidal

• 2nd men Manuel Lorente (Lic&MBA 91) • 2nd women Nuria Molina

• 3rd men Adrià Llairo • 3rd women Elisabeth Missé

Other ESADE Alumni-Nacex Sport and Culture programme activities • Masterclass • Nacex-ESADE Alumni • 1st NACEX-ESADE Alumni • NACEX-ESADE Alumni Bacardi-ESADE Alumni Madrid Beginners Golf Day Football Tournament Paddle Tennis Tournament

More information at www.esadealumni.net ➔ Alumni Activities ➔ Sport and Culture 89

088-089 Activ Deportivas_ING.indd 89 22/6/10 09:23:48 STORY The marionette

nce upon a time there was a man who by chance found in a fl ea market a large, heavy marionette, one of those circus O ones, the most diffi cult to handle, but also the most genuine. His eye was caught by the doll’s face, which had a defi ant, haughty expression. He decided to buy it, took it home and that very evening tried it out. He had already worked the strings of other marionettes, but they had all been smaller and lighter, dolls which after only a couple of days of practice he had mastered and could move with ease. That evening he couldn’t even get it to stand up without the legs buckling like those of soldiers wounded in battle. In spite of his skills, after two weeks he still had not yet managed to control his new marionette, which seemed to rule over him; its feet continuously moved more than was natural, its hands moved as if the doll was suffering from exhaustion, and its head turned around like a drunk on the verge of losing consciousness. However, his insistence on control over others, whether or not they were dolls, knew no limits, and the man practised and practised to adapt his imperceptible hand movements to the marionette’s weight; the exact and tense placement of his fi ngers to the puppet’s comfort- able pose, and the tension in his forearms to its proper composure. Finally, after seven months of arduous sessions, the disobedient fi gure seemed to take on life and turn into a real human being, up- right, elegant and imposing in the man’s stiff fi ngers. He had triumphed over it, had fi nally dominated it. But he realized he could not let one day go by without practising. A single day missed meant weeks of catching up. Not only did he spend about two hours a day on it, whether he felt like it or not, but the man was forced to give up all other marionettes to become the owner, forever, of that doll. When at night he left it at the foot of his bed, exhausted from practice, the doll seemed to watch him from its corner and, in the dark- ness, the man could not look away from its wooden face, where its creator had painted a subtle smile and an expression of infi nite su- periority. The man gradually sunk into his dreams, his consciousness gradually fading, closing his eyes and sometimes reopening them, fi nally falling asleep, under the watchful gaze of the marionette.

FERNANDO TRÍAS DE BES (LIC&MBA 90) Degree in Business Science and an MBA from ESADE and the University of Michigan. He is an assistant professor at ESADE, founding partner of Salvetti&Llombart and author of the books Lateral Marketing, Good Luck, The Time Seller, The Little Black Book of Entrepreneurship and The Man Who Traded His Home for a Tulip, which won the 2009 Temas de Hoy Award. His ﬁ ction includes Absurd Stories, Words under the Sea, The Sounds Collector, The Story Writes Me and A Thousand Million Mussels. He regularly writes for La 90 Vanguardia and El País Semanal.

090 ElRelato_ING.indd 90 22/6/10 18:34:44 Special feature TECHNOLOGY AND VEHICLE LEASING 2010

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091 Renting Portadeta_ING.indd 92 22/6/10 09:30:13 SPECIAL FEATURE VEHICLE AND TECHNOLOGY LEASING 2010

COMPANY Madrid CONTACT PEOPLE ECS INTERNACIONAL ESPAÑA, S.A. Avda. Manoteras, 46 bis, 1º C-D Executive Director: Francisco Castro HEADQUARTERS 28050 Madrid Leasing Director: Mª Ángeles Romera Barcelona Phone: 91 768 13 00 Services Director: Sergi Casanueva C/ Constitució, 3, 1ª planta Fax: 91 383 86 02 Marketing Director: Patrizio Corniello 08960 Sant Just Desvern Legal Director: Gema Rubio Barcelona E-mail: [email protected] Sales Director: Phone: 93 470 30 00 Website: www.ecs-group.com Miguel Ángel Sánchez (DEF PT 80) Fax: 93 4739729

WITH ECS, YOUR INFORMATION SYSTEM WILL ALWAYS BE AVAILABLE, ADAPTABLE AND CONTROLLED

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gainst a backdrop of constant change and increasing SELECTIVE OUTSOURCING Acompetition, companies need to be fl exible in their • Infrastructure guarantee: servers and their products, services, processes and organization. environments. That has a major impact on their information systems. ECS • Implementation of services in: outsourcing, devises evolutionary technological and fi nancial solutions which hosting and remote management. take into account its customers’ needs to help with start-up and keeping one step ahead of the need for change. Whether LEASING SERVICES it’s a case of rolling out new solutions or opening up new of- • Including all HW and SW platforms (e.g. IBM, fi ces or centres, no project can be planned and implemented UNIX and Intel servers, storage and network) without an adaptable IT system. • Services provided: administration, ECS evaluates the degree of availability required for each com- technology upgrades, replacement and pany based on its sector and operations to help to achieve it. It repair, asset management. delivers the gradual and modular solutions a company needs to attain mutually agreed goals. OUR EXPERIENCE An information system must always be available to prevent • Technical and fi nancial support and advice business interruption and provide indispensable global informa- about the choice and construction of the tion at any time. architecture: high availability and security, ECS delivers all the tools its customers require to take effi ca- consolidation and virtualization; TCO/ROI – cious technological and fi nancial decisions so that they remain IFRS – EBITDA. completely self-suffi cient. The customer keeps IS reviews and checks and has the display and control tools they need to access the information required for decision-making.

092 Renting ECS_ING.indd 92 22/6/10 18:36:09 SPECIAL FEATURE VEHICLE AND TECHNOLOGY LEASING 2010

COMPANY CONTACT PEOPLE FUALSA Manager: HEADQUARTERS Eduardo González (Sales Director) C/ Puerto de la Morcuera, 2, Pol. Prado Overa, 28919 Leganés (Madrid) Phone: 902 666 333 E-mail: [email protected] Website: www.fualsa.com

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093 Renting Fualsa_ING.indd 93 22/6/10 09:32:16 SPECIAL FEATURE VEHICLE AND TECHNOLOGY LEASING 2010

COMPANY CONTACT PEOPLE Athlon Car Lease Spain, S.A. Finance Director: HEADQUARTERS Joan Rigat C/ de la Selva, 12, 1ª planta Sales and Marketing Director: 08820 El Prat de Llobregat Francesc Estévez Phone: 93 477 65 60 Fax: 93 477 65 61 E-mail: [email protected] Website: www.athloncarlease.es

THE CUSTOMIZED SERVICE THAT BEST MEETS YOUR NEEDS

thlon Car Lease has been operating in Spain since 2000. AIt is a leasing company that is independent of all vehicle manufacturers and is primarily addressed to medium-sized and SERVICES • Advice about choice of vehicle to hire. large companies headquartered in Spain. We currently have a • Search for stock of selected vehicles and pre- total fleet of over 5,000 vehicles and a portfolio of prestigious delivery vehicles service. customers. • Purchase, registration, tax payment and handling Although Athlon Car Lease, SA has no operational relationship paperwork. with any bank, which means we can act with complete inde- • Maintenance, breakdown repair, tyre change and pendence and focus all our attention on our core activities, i.e. accident repair, in preferred and official repair the management and cost control of your vehicles, the group garages. is part of Rabo Bank, which has great standing in Europe and • Fleet management. a Triple A rating. Athlon Car Lease is also independent from vehicle manufac- DIFFERENTIATING FACTORS turers. This means that we can always offer unbiased advice • Triple A group rating. • Flexibility in hiring services, tailored for the while the fleet is being selected and at the same time we customer. guarantee a choice of vehicles from all the makes available on • Customer Service with a single contact. the market. Commitment to meet promised response times. Athlon Car Lease is an enterprising company that stands out • Taking out flexible insurance (fully for its customer-driven philosophy. This approach is based on comprehensive, excess, etc.). two fundamental principles: meeting the customer’s wishes • 24-hour roadside assistance. and needs and providing the personalized service that best • Damage management: collection and return of suits their requirements. vehicle service. • Maintenance and breakdown management with collection and return of vehicle service. • Handling courtesy and hire vehicles. • Unlimited premium brand tyre changes, with home service in major cities. • Submission of regular reports and advice on fleet optimization. • Unlimited handling of and appeals against fines. • Fuel and toll card. • Free handling and discounts on fuel. • Sale Lease Back vehicles.

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

BBVA AutoRenting: excellence in service

BVA AutoRenting is the vehicle leasing company in the BBBVA Group. Founded in 1995, it has become a market leader in its sector. SERVICES AND BBVA AutoRenting is committed to innovation and excellence DIFFERENTIATING FACTORS in service. • AutoRenting BBVA seeks to adapt to the needs Innovation for us means the pursuit of value in the form of new of each client. To that end we have developed services that add to vehicle leasing – courtesy cars, fleet man- a segmentation policy involving three types of agement, fuel card, mobility software, etc. – and the constant leasing, standard, premium and low cost, with search for areas of improvement in the value chain (e.g., new different service levels that the customer can used car distribution models). choose from to provide necessary flexibility. We seek to be the leaders in leasing by efficiency and profit- Segmentation in value provision means we can ability. The outlook is for growth, even in these difficult times, also cater for groups such as the self-employed through strategic alliances outside recurring business. Along and individual customers who have lower these lines BBVA AutoRenting has agreed a major distribution requirements and previously saw leasing as alliance with MapfreRenting under which it becomes the house being too expensive. brand, continuing its business and taking advantage of its • Our team deals with advice on vehicle selec- 5,000 sales outlets. tion, purchase and tax management, the In the used car business, BBVA AutoRenting has channelled the manufacturer’s recommended maintenance, bulk of its sales through the 3,500 BBVA branches, drawing on breakdowns and tyre changes, fully comprehen- extant expertise in selling non-financial products. sive insurance with no excess regardless of

As a company committed to reducing CO2 emissions, BBVA driver age, 24-hour roadside assistance from AutoRenting has also signed an start of journey, 24-hour legal advice, handling agreement with IDAE to buy and fines, license points, prior garage appoint- renovate conventional energy ve- ments, collection and delivery service, courtesy hicles with energy efficiency. We vehicle and fuel card. are also looking to be more ef- • In addition, BBVA AutoRenting is a pioneer in ficient by including in our offering offering the service independently of the fi- special green vehicles emitting nancing used by the customer for their assets.

less than 120 grams of CO2. Combining any medium- or long-term financing transaction with a leasing service is the new leasing concept for the future.

Xavier Vila, BBVA Autorenting CEO 95

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COMPANY MANAGEMENT TEAM LeasePlan Go Manager: José Isasi LeasePlan CEO: Ignacio Barbadillo ICT Manager: José Miguel Martín HEADQUARTERS CFO: Alfonso Martínez Av. Bruselas, 8 Human Resources, General Services Alcobendas 28108 (Madrid) and Service Quality Manager: Phone: 902 400 520 Francisco Ruiz Bulnes Website: www.leaseplan.es COO: Alberto Sáez E-Mail: [email protected] Sales Manager: Javier Pérez

GLOBAL FLEET AND VEHICLE MANAGEMENT SOLUTIONS

SERVICES • Fleet consultancy. • Personalised advice. • Vehicle purchase management. • Registration. • Tax management. • Preventive and corrective maintenance. • Customer and Driver Care Centre, 24/7/365. • Preferential appointments at repair shop. • Free collection and delivery of vehicle to go to the repair shop. • Full Coverage Service. • Comprehensive tyres service. • ITV roadworthiness test service. easePlan is the industry leader in vehicle leasing. With more • 24-hour roadside assistance. than 1.35 million vehicles worldwide, more than 750,000 in L • Driving courses. Europe and more than 87,000 in Spain, LeasePlan is the only • Handling fines. company in the sector to deliver global fleet management solutions • Fuel and toll management. across all the markets in which it operates. • Pre-delivery vehicle. LeasePlan began leasing in Spain in 1985 and has since posi- • Courtesy vehicle. tioned itself as a pioneer and leader in the sector. As a consultant • Short-term rental. and specialist in fleet and vehicle management that seeks to be- • Management reports online. come a valuable partner for its customers, LeasePlan’s main goal • Online billing. is to offer a unique quality service that meets all the needs generated by vehicle use for business purposes. Its consultancy work is DIFFERENTIAL FACTORS • Fleet consultancy. a key pillar of its activities designed to achieve and optimize cost • Personalised advice. savings and resources in vehicle management. By playing an active • Customer and Driver Care Centre, 24/7/365. role in the operations of each of its customers, LeasePlan helps • Preferential appointments at repair shop. them to make best use of their capital and resources, allowing • Free collection and delivery of vehicle to go to them to focus on their core business. The basis of LeasePlan’s the repair shop. success is the flexibility of its products and a full range of services • Full Coverage Service. designed to meet the needs of any company, regardless of sector • Management reports online. and size. At present, LeasePlan manages the fleets of over 8,000 • Online billing. companies in Spain.

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COMPANY CONTACT PEOPLE RECORD RENTING FLEXIBLE Manager: HEADQUARTERS Jesús Domínguez (Sales Director) Av. Cañada, 113, Pol. Coslada, 28820 Coslada (Madrid) Phone: 902 419 000 E-mail: [email protected] Website: www.recordrent.com

Leasing that adapts to the speed of your business

We cater for all your needs Benefits of RECORD Flexible Vehicle Rental: • Not tied to a time period. You choose contract length. • Increase, change or reduce your fleet at no extra cost. • Always have the right vehicle. Neither more nor less than required. • Vehicles don’t become outdated: replacement cycle. • You have your fleet from day one: pre- delivery. • Fleet and capital optimisation. No investment required. • Total cost savings. The freedom to expand, change or reduce your fleet at any time at no • No risk of residual value depreciation. extra cost... and always available. • All-in-one fee. Helps expenditure planning. As the company that introduced Flexible Vehicle Rental, we have • Vehicle maintenance in own, provider, managed hundreds of thousands of vehicles in more than 40 years mobile and in situ repair shops. of operations, which makes us the benchmark for genuine fleet • Support 24/7/365. flexibility. We have a presence across Spain through a network of 17 • Vehicle replacement by one with the same offices and over 500 specialized professionals so that your fleet is specifications. always available, with the right vehicle and sized to meet your actual • Lease Back. If needed, we see to the sale needs. Nothing more, nothing less... of your fleet when you take out Flexible Our experience covers all sectors in industry, construction, distribu- Renting with RECORD. tion and manufacturing. Today we have over 4,500 customers of very different kinds, ranging from SMEs to a large number of the firms listed on the IBEX. At the end of 2009 RECORD’s fleet consisted of more than 28,000 vehicles. Since 2004 it has been part of the Brit- ish multinational group Northgate, the no. 1 in Flexible Vehicle Rental in Europe.

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COMPANY Phone: 91 453 51 00 SEAT Renting One/Volkswagen Leasing 902 102 650 (Business Sales Care) HEADQUARTERS 91 453 52 29 Av. Bruselas, 34 E-mail: [email protected] Alcobendas 28108 (Madrid) Website: www.vw-finance.es

SEAT RENTING

SERVICES AND DIFFERENTIAL FACTORS

• Fleet repaired exclusively in official garages. • Time savings for our customers. • Close customer service by exclusively working with official SEAT dealers. • Expert advice in the negotiation phase as well as essential all-inclusive service in official SEAT repair shops. • Product that caters for the needs of independent professionals and individuals as well as large corporations.

he main advantage for our customers is that, as specialists, Twe know that no one knows the vehicle better than its dealer. So our fleet is repaired entirely in SEAT’s official garages. That means that with just one garage visit you can get an oil or tyre change or bodywork repair, saving your valuable time. Our philosophy has always been to offer close customer service by exclusively working with official SEAT dealers, providing both expert advice in the negotiation phase as well as essential all- inclusive service in official SEAT repair shops. With our wide range of vehicles, we have a differential and flexible product that caters for the needs of independent professionals and individuals as well as large corporations. You can ask for a business proposition at any SEAT-approved centre where the finest specialists will be on hand to help to meet your company or business needs.

098 Renting SEAT_ING.indd 98 22/6/10 18:37:55 ESADE AND BANCO SANTANDER SET UP THE ENTREPRENEURSHIP RESEARCH FUND

The fund will be used to promote new initiatives and business projects in economics, business management, law and social sciences carried out by ESADE’s Entrepreneurship Insitute (EEI)

"ESADE aims to become the future "ESADE is a pioneer in the training of benchmark European School in entrepreneurs, underscoring the importance entrepreneurship, a strategic goal that we of entrepreneurship in all of its programmes. are proud to be able to take on with the This enables us to reaffirm our commitment commitment and involvement of Banco to transforming society by training Santander." entrepreneurs capable of creating innovative and sustainable business models." Carlos Losada, Director General of ESADE Alfons Sauquet, Dean of ESADE Business School

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