MY OPINION

The current- account defi cit

ith its current account whole situation on a lack of competitiveness (which running a defi cit of nearly certainly has something to do with it), because W8% GDP, Spain is in trouble. exports have grown at 5% annually, a decent fi gure. The US has a defi cit of 5.7% GDP, which it The problem is that we import too much. Imports fi nances with a massive infl ux of investment coming are growing at nearly 12%. The immediate solution largely from Asia. This fl ow of foreign fi nancing is to import less, that is, reduce the demand for keeps the dollar from falling lower, as it would foreign goods and services. We have no choice but necessarily fall if the law of gravity were functioning to apply the traditional remedy, painful as it may without friction. In Spain it is different. The capital be, which consisted of attacking foreign defi cit by account comes nowhere near compensating for a reduction in spending. Unless the price of oil the current-account defi cit. In 2007, both direct were to fall sharply, which is not too likely in the investment (from multinationals) and portfolio immediate future. But if this were not politically investment (purchase of real and fi nancial assets) viable, what other option do we have to deal with declined. In order to fi nance the foreign defi cit there the current-account defi cit? In the short term, there is no alternative other than external debt. is no alternative but to import less, a structural decrease in demand, which seems to be what is So far fi nancing the defi cit has been happening. In the mid term, productivity increases, price and quality competitiveness, new products easy because most of the payments and new companies. But all these improvements are in euros take time. So far fi nancing the defi cit has been easy because most of the payments are in euros. But But Spain subscribes to the Stability Pact: if we do not take structural measures, will we be public debt cannot exceed 60% of GDP (already able to continue in the Monetary Union much longer an excessive amount), nor can public defi cit go with a current-account defi cit that rises every year? beyond 3% of GDP. And we cannot blame the That’s just how bad it is.

LUIS DE SEBASTIÁN [email protected] Honorary professor of the Economics Department. Master of Science in Economics from the London School of Economics and doctor in Political Science from the UHE, Geneva. Former economist for the Interamerican Development Bank in Washington. He has published several books, articles for economics journals and for the general press. 50 Esade_220x280mm_Maserati.fh11 29/5/08 12:03 P�gina 1

C M Y CM MY CY CMY K

Composici�n LEGAL AREA

An up-and-coming professional profi le The new role of the company lawyer

NEARLY THREE HUNDRED ESADE ALUMNI, MAINLY FROM THE LAW PROGRAMS LIC&MD, DIN AND AGT, HOLD POSITIONS IN LEGAL COUNSEL INSIDE THE MOST IMPORTANT COMPANIES OF SPAIN. SOME OF THEM HAVE TOLD US THEIR PERCEPTION OF HOW THIS PROFESSIONAL PROFILE IS EVOLVING, AND OF THE ROLE THAT THEY FULFILL IN THEIR COMPANIES.

n recent years there has Spain and Portugal for Solvay And so this professional been a signifi cant increase in Ibérica, considers that “the becomes practically omnipresent. I the number of in-house legal idea of the attorney closed up Marina Buxó (Lic&MD 99), counsel in Spanish companies, in an ivory tower, busy writing in-house attorney for Medgroup due to the increasing complexity hard-to-understand reports, or Inversiones, considers that of the legal environment, to perceived merely as a problem- the company lawyer should be international expansion, and fi xer, is being exchanged for the involved in company decision the organizational growth of fl exible, operational attorney making. Similarly, Joaquim many Spanish businesses. who accompanies the business Oliveras (EDIEF 00, MDEF 03 The fi rst clear result has been manager not only in the decision- and Corporate Finance 04), the progressive expansion of working process, but also in the attorney at Aguas de Barcelona, the traditional functions of the thinking process”. indicates that this professional company lawyer. Thus, José is being incorporated into the María Gascón (AGT 97 and MAF “decision-making circle, in risk 01), Corporate Tax Manager for assessment and in defense of making effective decisions and

The following indivi- duals collaborated in this article:

Sebastián Sastre (MBA 70), Legal Manager, La Caixa

Antonio Navas (AGT 92), Legal Manager, Nissan Iberia

Joaquín Valenzuela (DIN 02), Manager of Legal Counsel and Compliance, Allianz Seguros

José María Gascón (AGT 97 and MAF 01), Corporate Tax Manager for Spain and Portugal, Solvay Ibérica

Joaquim Oliveras (EDIEF 00, MDEF 03 and Corporate Finance 04), attorney, Aguas de Barcelona

Marina Buxó (Lic&MD 99), in-house attorney, Medgroup Inversiones 52 LEGAL AREA

agreements within the business activity”. The changing role is matched by a corresponding shift upward in the Legal Manager’s place in company hierarchy. Joaquín Valenzuela (DIN 02), Manager of Legal Counsel and Compliance for Allianz Seguros, feels that the more the in-house lawyer interrelates with the entire organization, and has global visibility, the better his or her position for advising the company. According to Valenzuela, in-house legal counsel should seek to become “constructive counsel which participates from the fi rst moment in strategic decisions, in order to recommend to the rest of the executives what paths to take”. In the opinion of Sebastián Sastre (MBA 70), Legal Manager of La Caixa, “corporate governance, corporate On the other hand, according of the in-house lawyer. Gascón social responsibility and legal to Joaquín Valenzuela, “the observes “a channeling of compliance are functions that increase in preventive functions talented persons from the star deserve special attention from has provoked positive evolution legal fi rms to businesses, which the company lawyer and from in the perception of in-house combined with bottlenecks that counsel”. Sebastián Sastre exist in many of these fi rms, The more the in-house lawyer believes that expanding functions leads them to look for motivation interrelates with the entire have led the managerial as in-house counsel”. José M. and structural hierarchy of Gascón indicates that “we are organization, and has global the company to perceive seeing a leap in quality and in visibility, the better his or her the company lawyer as a very qualifi ed experience, more position for advising the company “compliance offi cer”. than an increase in the total number of headcount. At Solvay, the Legal Manager in particular, IMPROVING THE for example, our internal network since they assume a close PROFESSIONAL PROFILE of tax advisers (as distinguished relationship with the company’s This change is the result of from corporate legal counsel) managerial team”. This changing improvement in the professional is made up of 30 persons role is not always accompanied profi le and technical preparation with a high level of experience by a change in perception from the rest of the organization, and a constant effort is required to Agreement between the ESADE demonstrate the value added by legal counsel. Along these Alumni Law Club and the lines, Antonio Navas (AGT 92), Association of Corporate Counsel Legal Manager of Nissan Iberia, The Law Club, in order to meet the needs of alumni who are company considers that “the historical lawyers, has reached an agreement with the Association of Corporate view of the Legal department Counsel (ACC, www.acc.com), an international association formed as responsible for cutting off exclusively of company lawyers and which has more than 23,000 members initiatives or raising objections to worldwide. Resulting from this collaboration, the Law Club was able to offer ESADE Alumni members the opportunity and special conditions for attending projects from other areas has not the annual meeting of the European group of this association, which was been entirely overcome”, and it held June 1-3 in Madrid. The ACC was also an institutional partner in the is necessary to “take part with 2nd Aptissimi Awards for Business Law, which were presented on July 3rd in other areas in the responsibility Llotja del Mar (www.aptissimi.org). The ACC assigned the fourth category for design and execution of of the awards to the best corporate legal department. In addition, the ACC, ESADE Business School and ESADE Law School will organize an Executive projects and initiatives, getting Refresher course in 2008 on management skills for legal managers and other past the function of staff or purely in-house counsel executives. advisory.” 53 LEGAL AREA

acquired in large international decline in the internal credibility The company lawyer requires a fi rms. So, in addition to the of legal counsel. He supports new competency profi le where respective domestic tax issues, therefore the existence of a small management skills have specifi c competencies such as M&A, internal team, but big enough to importance. It is necessary to Transfer Pricing and International address the normal level of work, understand business reality in Planning are covered using without excluding occasional order to identify the needs of internal resources”. support from specialized outside business counsel. All those In-housing through capturing counsel which is very-high interviewed agree as to the external talent is prompted by quality and fl exible. Joaquín importance of being trained the advantages of the internal Valenzuela considers that the and keeping up to date in the resource over the external. debate between in-housing and area of management in order The main advantage, in the outsourcing is a “classic topic perspective of Joaquim Oliveras, of opportunity/cost. In Spain we Continuous availability and “lies in integrating the legal have large, high-quality national exclusivity, specialization and thrust of the business activity and foreign fi rms, with great into its processes and economic professionals who provide perfect better alignment are some activity, so that it becomes assistance to in-house counsel, advantages of in-house counsel a proactive element when a whether in specialties that problem arises”. For Marina require greater specialization, to develop this competency Buxó, other advantages are “cost or to take on routine volume profi le. According to José M. reduction and issue resolution work with little value added Gascón, this is part of what which is focused and well (commodity work)”. Regarding differentiates him from external adapted to the specifi c needs of the advantages of the in-house counsel, therefore he must the company”. lawyer over the outside lawyer, refresh his soft skills periodically. he emphasizes: “Continuous Joaquim Oliveras agrees with this REASONS FOR IN-HOUSING availability, specialization in opinion: “We cannot disregard Antonio Navas points out that matters relating to the company, all those areas which contribute excessive outsourcing can identifi cation with the company to improved development of the bring about an impoverishment as the single, exclusive organization”. Joaquín Valenzuela of legal know-how within the customer, and greater fi nancial speaks convincingly: “There is company, and a progressive profi tability due to lower cost”. a duality between lawyers and managers, and, as I see it, it is not positive to position oneself within a company simply as a lawyer and therefore refuse to become trained in new skills which have nothing to do with legal content. Here is where other so-called ‘staff’ functions within companies have known how to follow this route before we did, the fi nancial analysts, controllers, auditors … now it is our turn”.

Law Functional and Sectoral Club

Are you interested in activities in the legal area? Contact the ESADE Alumni Law Club ([email protected]) 54

MEET THE FACULTY Getting to know… Josep Bisbe and Montse Ollé

THE IDEA IS THE FIRST STEP IN CREATING A COMPANY, BUT AFTERWARD YOU MUST GO FROM PAPER TO ACTION, AND APPLY CONSOLIDATION AND GROWTH STRATEGIES. A FASCINATION FOR THESE PROCESSES UNITES JOSEP BISBE AND MONTSE OLLÉ.

1. How did you come to ESADE? 2. What do you think makes your courses interesting? 3. What lines of research are most interesting to you? 4. Tell us an interesting conclusion from one of your recent studies. 5. Is there something in your experience as a professor that you’re especially proud of? 6. How do you think your students would describe you? 7. What would you like to do, but haven’t found the time for? 8. How would you describe ESADE in three words? 9. How do you like to spend your time outside ESADE? 10. Tell us an anecdote from your teaching experience.

56 MEET THE FACULTY

JOSEP BISBE MONTSE OLLÉ “The intensive use of “Research on companies that begin globally management control or become global companies illustrates new systems helps innovation channels for internationalization, different result in better earnings.” from the traditional ways” [email protected] [email protected] Full professor at ESADE in the Department of Financial Management and Control, Chair and full professor in ESADE’s Department of Business Policy, Montse Ollé has a Josep Bisbe received his doctorate at ESADE, Ramon Llull University, and an degree in Business Sciences and a Master’s in Business Administration from ESADE. She MBA/MPPM from Yale School of Management (Yale University). Formerly he was formerly a professor at Euroschools in Chile, Brazil and Colombia. She was also Spain’s was also Director of the Licenciatura in Business Administration, and ESADE’s representative on the Small and Medium Sized Business Steering Committee, of the European Academic Vice-Dean. He has held several executive offi ces in health organizations Foundation for Management Development (EFMD), as a member of the Council and the and in cosmetic companies, and has participated in consulting tasks for several Executive Committee of EFMD. She has participated in strategic refl ection processes for professional, knowledge-based organizations private and public organizations.

1 I began with occasional col- he is doing, and how sometimes 1 After several years of 4 In the study that I just laborations which I combined with he reinterprets things that he had professional experience, I was a mentioned, we fi nd that my professional activity. After- seen in my subject (and others) visiting scholar at the Stanford innovative business strategies ward, while doing postgraduate in the light of his own experi- Graduate School of Business, and models are not only work at Yale, I learned that ESADE ence. This feeling of having had studying management of small applied in advanced technology was opening a position in my area a certain impact—no matter how and medium-size businesses, sectors as we fi rst thought, but of interest, management control. small—on the professional growth and also entrepreneurship –it also in traditional sectors of It seemed to me like a great of students is very satisfying. was an emerging fi eld in those the economy. Therein lies their opportunity to participate in a days. When I returned, ESADE success. passionate world of creating and 6 I’d like to think as enthusias- was wanting to expand the team exchanging ideas with a group of tic, organized and involved in the that was teaching in the area of 5 Finding former students who excellent persons. I applied … students’ learning. small and medium-size business remember different experiences and here we are! management, and they invited fondly, such as being in class, 7 To learn to play (really) a musi- me to participate in several ICT, having collaborated in a study 2 Their integrated approach. cal instrument. and later, to come on board as a or having created their own Management control has to do professor. business. with how executives get their 8 Adolescent, young adult, ma- strategies deployed. In my class- ture (at the same time). 2 I think the courses are 6 I hope as a responsible es, I emphasize just how much interesting due to a number teacher, open to dialogue and to control systems are infl uenced by 9 Cultivating some small of elements: their content is facilitating the learning process. factors such as strategy, organi- Mediterranean virtues: exploring one—strategic management zational structures, management L’Empordanet or chatting with concepts explain the complexity 7 For now, visiting South styles and business culture. friends and family, letting the of business management and its Africa! conversation fl ow for the sheer logic and coherency. Methodology 3 I am interested in a better un- pleasure of conversing. is another important element: 8 Diverse, rigorous and derstanding of how management combining other ways of learning humane. control systems and systems for 10 One of my fi rst sessions in a with the theory lectures helps measuring business action are training program for senior manage- stimulate students’ interest 9 I like to enjoy my home, to used in two particular contexts: ment. I think that was the class and participation and noticeably travel with family or friends in innovative companies and in that I had most prepared for in all improves overall comprehension … and I also like to badar, professional, knowledge-based my life. When I fi nished, professor of the content. I fi nd it enriching, it lets you organizations. and good friend Emili Sullà made walk around and discover new this keen remark to me: “Very well. 3 I am mainly interested things. 4 Studies where I have participat- You have given the impression that in the internationalization ed suggest that the most innova- you know the topic. But … by the processes of business and 10 This happened in tive companies use management way, in the end … what did you organizations, understood as Santiago, Chile: while the control systems very intensively. In want them to learn? Do you think one of the possible growth students were working in some cases, this helps the busi- you achieved that?” I was fl ab- strategies. For example, groups, the teachers were nesses innovate more; in others, bergasted. I realized suddenly that research about businesses meeting in the next room, to fi lter out the better initiatives. helping others learn is much more that begin globally or discussing the questions In general, intensive use of such than knowing about a topic. That become global companies that we would ask them. One systems helps innovation result in day I understood a little better what illustrates new channels for of the participants came in better earnings. it means to train senior manage- internationalization, different and alerted us that we had a ment and what ESADE is all about. from the traditional ways. microphone connected and our 5 A few days ago I ran into an conversation was being heard MBA alumnus at the Rotterdam You can look up ESADE faculty and collaborators over the classroom speaker. It at www.esade.edu (See Faculty and Research) airport. He told me about what was funny. 57 ESADE NEWS THE CONTEST PUTS DOWN ROOTS 3rd Annual ESADE Brand Center Awards

BANCO SANTANDER TAKES ITS PLACE AS THE WINNER OF THE 3RD ESADE BRAND CENTER AWARDS. THE BUSINESS SCHOOL, TOGETHER WITH ACCENTURE AND THE COLLABORATION OF EXPANSIÓN, AWARDED PRIZES IN DIFFERENT CATEGORIES TO MANGO, ATRÁPALO, IBERDROLA, CAJA NAVARRA, LA ESPAÑOLA AND SIMÓN.

From left to right: Juan Manuel Cendoya, Division Manager for Communications, Corporate Marketing and Studies at Banco Santander; María Sánchez del Corral, Corporate and Brand Marketing Area Manager, and Carlos Losada (Lic&MBA 79), ESADE Director General.

he awards ceremony for the has been able to build a brand prizes was made up of twenty 3rd Annual ESADE Brand that manages to synthesize its members, including such T Center Awards was held identity and positioning as a notables as jury president on April 10th. These awards global organization, but with a Ángel Durández, President of are organized by the business strong local presence, and which Publication Information and school together with Accenture shares certain common values. GRAND PRIZE and with collaboration from Over the course of its history, Awards went BRAND CENTER Expansión. The grand prize, the institution has been able to management chosen from among the winners to anticipate changes in the activities that of six contest categories, fell to environment, competing with Banco Santander. In the jury’s local banks worldwide, but generate value view, this banking institution developing a global strategy in creating and that keeps the brand as a developing a brand company priority. Another factor which helped them Control; Mario Ezquerra, partner take fi rst place is senior of Accenture and President of management’s involvement Accenture Marketing Sciences, in their brand management, and Beatriz Soler, Director of through the Corporate and ESADE Brand Center, who was Brand Marketing Steering secretary of the jury. Committee, which analyzes the consistency and coherency of THE THIRD the positioning strategy, and COMPETITION the Sourcing and Advertising This year was the third time Committee, which has put that ESADE has held the group synergies to good use Brand Awards, in conjunction in building an international with Accenture and with the image. collaboration of Expansión, For this third competition, the for the purpose of specifically 58 This year, the grand prize went to Banco Santander jury responsible for awarding recognizing best practices ESADE NEWS THE CONTEST PUTS DOWN ROOTS

Categories and award winners

The grand prize, awarded this year to Banco Santander, is given to one of the winners from the six categories which the contest recognizes. Moreover, a special prize was given this year for the Best Business-to-Business or B2B Brand Strategy, going to the Simón company. This new element seeks to recognize efforts made by companies that sell to other companies for building their own strong, consistent brands. In the other categories, awards were assigned as follows:

• Low-budget brand development: La Española Alimentaria Alcoyana • Creation of a new brand: Atrápalo • Internationalization • Brand repositioning: Caja Navarra of a brand: Mango • Corporate brands: Iberdrola • Long-term trajectory: Banco Santander

in brand strategies in Spain. three years of the awards, a etc.) or a good communications Each year awards have gone clear trend can be seen. Beatriz campaign. Today, it is becoming to management activities that Soler, Director of the ESADE a central axis of corporate generate value in creating and Brand Center and secretary of strategy, a vehicle which offers developing a brand, the first the jury, explained that “currently, consistency and which acts as a year’s grand prize going to brand strategy is no longer being change engine. Thus, the brand BBVA, the second to Movistar. conceived of narrowly, only in stimulates and energizes the Looking at the candidates that connection with changes in business strategy with a vision for have been considered over these visual identity elements (logos, long-term growth”.

Inauguration of the Presentation of the report ESADE-MANPOWER series “Compensation for women in senior management in Spain”

The inaugural session of the ESADE-MANPOWER series was held at On March 7th, ESADE Madrid pre- ESADE Madrid on May 6th. The topic Extending the work life of individu- sented the report “Compensation als, was aimed at presidents, board members and general managers for women in senior management in of organizations. The presentation was led by Carmen Mur (PMD 89), Spain”, prepared by human resourc- Managing Director of Manpower, and by Pedro Navarro (MBA 67), es consultancy ICSA, with the collab- Executive Vice-president of the ESADE Foundation Board of Trustees. oration of employment portal laboris. After an intervention by Eugenio Recio (EID 76), doctor and honorary net. The event included participation professor in ESADE’s Economics Department, a round table session from Eugenia Bieto (Lic&MBA 73), began, entitled “Why do we speak today of managing the retirement ESADE Corporate Deputy Director, age? Demographic changes and their repercussions on Social Security Carlos Obeso (CE Lic&Master 68), systems”, with participation from Arturo Fernández, President of CEIM, professor in the Department of Human Resource Management, and and Javier Benavente, President of the Alares Foundation. Ernesto Poveda (CE Lic&Master 74), General Manager of ICSA. One of the more noteworthy fi ndings in the report was that last year the salary gap between men and women who hold senior management posts in Spain has decreased to 10%, as compared to 12.3% in the previous year. This adjustment, however, does not refl ect that women are earn- ing more, but that their income for this period has declined less than that of their male counterparts. The report also indicates that there has been an increase in the percentage of women in senior manage- ment in the last year, moving up from 18% to 19%. 59 ESADE NEWS

Francisco González, at the closing of the joint CSR program by ESADE and Stanford

Francisco González, President of BBVA, gave a lecture on April 2nd at ESADE Barcelona within the framework of the Corporate Social Responsibility Strategic Integration and Competitiveness joint program by ESADE and Stanford Graduate School of Business. During the lecture entitled The responsible business of the 21st century: profi tability adjusted to principles, Francisco González said that “21st century businesses must commit themselves to building a new more sustainable society”. He also indicated that “the responsible business is guided by principles that help it to resolve moral dilemmas that present themselves. But more than that, it is a dynamic company in a continuous learning process, it develops and constructs the values that it wants to be part of its character, its identity, and its reason for being, and it seeks out concrete procedures for incorporating these values into ordinary management processes”, he added. The President of BBVA gave a lecture within Francisco González alluded to the major challenges facing humanity the framework of the Corporate Social over the next decades, he explained the responsibility that businesses have with regard to these challenges, and he referred Responsibility Strategic Integration and to the importance of principles as an indispensable basis for Competitiveness joint program by ESADE business projects in the 21st century. and Stanford Graduate School of Business

Joaquín Almunia A plaque commemorates discusses the economic the birth of ESADE at its challenges of Europe fi rst location

The European Union (EU) Commissioner for Economics, Joaquín Almunia, On the occasion of ESADE’s 50-year anniversary, and European Commission’s Director General for External Relations, Ene- ko Landáburu, were the guest speakers at the luncheon-discussion held a commemorative plaque has been unveiled at the May 29th with ESADE trustees and a select group of business persons by original site of ESADE business school, premises invitation. Almunia and Landáburu explained to attendees the details of currently occupied by MedGroup. their view of Europe’s economic challenges. Before the luncheon, ESADE Trustees had held their annual assembly. On the occasion of ESADE’s 50-year anniversary, special acknowledge- The commemorative plaque was presented May 28th at this unique ment was given to former presidents of the ESADE Foundation Board of building during an event attended by Carlos Losada (Lic&MBA 79), Trustees, Ignasi Vidal Arderiu, Jaume Iglesias Sitjes and Joan Josep Bru- ESADE Director General; Jordi Robinat (CE Lic&Master 78), president gera Clavero (MBA 71). Current president Joan Manuel Soler (Lic&MBA of MedGroup, Josep Milà, secretary of the ESADE foundation Board of 68), and Pere Borràs, Provincial of the Tarragona Jesuit Society, personally Trustees and Jordi William Carnes, third deputy mayor of Barcelona, presented them with an award in recognition for their dedication. on the occasion of the 50-year anniversary of ESADE’s founding. Today’s MedGroup offi ces were the fi rst location of the ESADE business school. The tower, located on the Pasaje de Josep Llovera in Barcelona, between Travessera de Gràcia and calle Ave- nir, was proposed by businessman Fernando Maristany, a member of the fi rst ESADE Board of Directors, who, together with Jesuit Lluís Antoni Sobreroca, led the business 60 school in its fi rst steps. ESADE NEWS

Emilio Botín delivers a master class at ESADE

The President of Banco Santander, Emilio Botín, delivered a master class on April 28th to fourth-year students in the Licenciatura de Administración y Dirección de Empresas (business administration degree) at the ESADE campus in Barcelona. The class, part of the Business Policy course taught by Marcel Planellas (PMD 87), allowed Business Administration students to analyze key factors in Banco Santander’s internationalization strategy, as well as key elements in its leadership position, in the presence of this banker from Cantabria. The fi nancier gave a breakdown of the most important aspects which, in his opinion, made it possible for Banco Santander to occupy a leading position in the worldwide banking sector. These included the Banesto ac- quisition in 1994 following a public auction, the merger with Banco Central Hispano and large international operations such as Banespa in Brazil, Abbey in the United Kingdom, and ABN in the Netherlands. The fi nancier underscored the importance of several key elements for good management, most notably the importance of excellent handling of arrears, cost reduction in institutions which become part of the group, without a decrease in competitiveness, and fi nally, a rigorous study and Botín gave a breakdown of the most important systematic risk assessment prior to any operation. As for shareholders, the banker from Cantabria stated that they have always sought to offer aspects which have made it possible for Banco them a top value product, with maximum safety, maximum profi tability Santander to occupy a leading position in the and minimum risk: “for several years we have been distributing annual worldwide banking sector dividends of 25%”, he indicated.

Cementos Molins and ESADE holds the Corporate ESADE strengthen ties Universities Forum

The cement company and ESADE have reached a The ESADE campus in Madrid welcomed donation agreement which will be designated for the 1st Corporate Universities Forum the scholarships and research projects fund. The day began with several master class sessions led by heads of Corporate Universities as guest speakers: Guillermo Cisneros (Grupo Santander), José Ángel Fernández Izard (Unión Fenosa), Joan Rovira (Telefónica) and María Dionis (Ferrovial). These were followed by four practical workshops with the speakers. Later, with Marcel Planellas (PMD 87), ESADE General Secretary, as moderator, the following individuals Cementos Molins and ESADE have reached a donation agreement participated as lecturers: Camelia Ilie (SEP 07), ESADE Director which will be designated for foundational purposes. These funds of Executive Education in Madrid; Jaume Hugas (MBA 88), are used in three areas: research, attracting talent and university ESADE Director of Executive Education; ESADE-URL professor cooperation, and they are managed through an endowment. Enric Segarra; Xavier Mendoza (Lic&MBA 79), Associate General Earnings will be designated for strategic development of the Director of ESADE and Dominic Pepin, Manager of Saint-Gobain. institution. In acknowledgement of this great service, ESADE will offer Cementos Molins a named classroom at the new Sant Cugat campus, as well as incorporation into the Corporate Relations More information at www.esade.edu ➔ News&Events 62 Program as a partner.

ESADE NEWS EXECUTIVE LANGUAGE CENTER Spanish at ESADE: The real Spanish experience ESADE HAS BEEN PROGRAMMING SPANISH COURSES FOR A NUMBER OF YEARS, AND DUE TO INCREASING DEMAND OVER THE LAST COUPLE OF YEARS, WE HAVE EXTENDED OUR RANGE OF SEMI-INTENSIVE COURSES TO ENABLE STUDENTS TO COMBINE LIVING IN BARCELONA WITH LEARNING SPANISH.

[email protected] MBA 97. Executive Director, Cristina Pascual, Marketing Representative ESADE-ELC: Av. Esplugues, 92-96 – 900 180 358 [email protected] - www.esade.edu/spanish RAMON ASPA

SEMI-INTENSIVE with foreign language learning and COURSES 2008-2009 adapted to students’ needs. The morning Semi-intensive Courses are intended to develop courses (9.30 am to 12 pm) are linguistic skills in a work-based specially designed for people environment. They include social who have little time to spend on skills, designed to ease the proc- improving their level of Spanish, ess of adapting to Spanish social these classes are intended to and cultural codes, with training in would recommend ESADE to my meet students needs, offering specifi c language skills: presenta- colleagues and any other profes- them the best selection of materi- tions, meetings and negotiations. sionals who want to study Spanish als for developing their language These courses will be held in in Barcelona. and cultural skills in Spanish. October, March and July either Classes are interactive, dynamic on Monday and Wednesday or MATT THEEKE (UNITED and focused on communica- Tuesday and Thursday, depending STATES) CONSULTING tion skills. The course syllabus on the level and term. After the The modern facilities are fantastic, includes language skills practice placement interviews students will and the students are very moti- in contexts that refl ect modern-day be informed which of the combina- vated. However, it is the teachers Spain, its culture and its history. tions they can do. who really make this program so This includes debates on current Remember that the start dates outstanding. In sum, it has really events and topics of interest, for next term are 13th and 14th made my learning experience the providing examples of colloquial October, and please take careful best it could be. Spanish and excerpts from Span- note that there are also preferen- Marina Kazuyo Fukushita (Japón) ish language fi lms. tial rates for ESADE alumni. International Tax Consultant. The afternoon Semi-intensive courses (6.30 pm to 9 pm) are WHAT OUR STUDENTS For further information please check our website at aimed at professionals who THINK ABOUT US… www.esade.edu/spanish need Spanish as a business I chose to take Spanish classes or contact [email protected] tool. Specially designed to make at ESADE for the school’s good 900 180 358 professional careers compatible international reputation and I

63 ESADE NEWS EXECUTIVE EDUCATION New program from ESADE and the University of St. Gallen (HSG) Programme for Leadership Development (PLD)

THE PLD IS DESIGNED SADE and the University of St. Gallen (HSG) have University of St. Gallen FOR AN EXECUTIVE, E designed the Programme PROFESSIONAL for Leadership Development (PLD). The University of St. Gallen (HSG) was founded in 1898, and is The PLD is a specifi c, innovative considered to be the leading university in business administration PROFILE WITH A studies in German-speaking Europe. Its proximity to business HIGH LEVEL OF proposal brought forward by two practice and its integrated approach to business administration have of the most accredited European characterized HSG since its founding. Today, it is one of the most RESPONSIBILITY, institutions of higher education important universities in Europe within its fi eld, having obtained the AND AIMS TO EQUIP in business administration. EQUIS and AACSB accreditations. The program was conceived in In 2007, the Universidad of St. Gallen took the sixth and sixteenth PARTICIPANTS WITH places in the Financial Times lists for “Open Enrollment Programs” and THE TOOLS NEEDED order for participants to acquire “Custom Programs”, respectively, among European institutions. the knowledge, techniques and TO EXERCISE personal awareness that will make EXCEPTIONAL them much more effective leaders. LEADERSHIP.

MODULE COURSE NAME LENGTH DATE LOCATION

St.Gallen 1 General Management, Environment, Management Skills, LEAD 5 days Aug 4-8 Munich 2 Financial Accounting 3 days Sept 4-6 Berlín 3 Operational Marketing 3 days Oct 2-4 4 Operations, Management Information Systems, Managing People, LEAD 5 days Nov 3-7 Barcelona Munich 5 Corporate Finance 3 days Dec 4-6 6 Marketing Strategy 3 days Jan 15-17 Berlín St.Gallen 7 Innovation, Growth, Corporate Governance, LEAD 5 days Feb 2-6 Munich 8 Organisational Development 3 days Mar 5-7 9 Financial Value 3 days Apr 2-4 Berlín 10 Business Simulation, Change Management, Corporate Social Responsibility, LEAD 5 days May 4-8 Barcelona 64 ESADE NEWS EXECUTIVE EDUCATION

KEY FACTS Participants Designed for high-potential executives and professionals who hold important responsibilities within their companies and who have several years of work experience.

The LEAD Program The Leadership and Development Course, a key portion of the PLD, helps in reaching personal development objectives as leader of an organization. It provides tools for assessing and developing knowledge through the participant’s career, and allows them to develop abilities that can lead them to exceptional business performance.

International orientation, Duration and dates focused on Germany 10 months, from August 2008 till An important, unique characteristic May 2009 Firm leadership of the program is the fact that it is carried out in three different Language of instruction World class companies need fi rm leadership in countries. The week-long modules English these days of turbulence. Obviously, knowledge and skills are needed, but leaders also require are taken on ESADE’s Campus and something more. They must acknowledge at the University of St. Gallen, while Degree uncertainty, accept ambiguity, and recognize the weekend modules take place Diploma in Executive Education the incomplete nature of themselves and their in Germany (Berlin and Munich). (Diplom der Weiterbildung) from organizations. They must live according to the Participants benefi t from the the University of St. Gallen. The principle that satisfactory leadership involves constant learning and renewal. learning environment of these two diploma will also be signed by We are enthused, both at ESADE and the universities, and at the same time, ESADE, indicating that it represents University of St. Gallen (HSG), with the idea of focus their learning on one of the a joint-program diploma. helping participants begin their path toward fi rm most important markets of Europe. leadership through our Programme for Leadership Development (PLD). Project Work Besides the classroom teaching, candidates will carry out an individual or group assignment, For more information: either a thesis or a leadership Ester Parramón project. Product Manager Executive Education Av. Esplugues 92-96 08034 Barcelona - Spain E-mail: [email protected] Telephone: (+34) 935 560 742 Jonathan D. Wareham Matthias Straetling PLD Co-Academic Director PLD Co-Academic Director Fax: (+34) 932 048 105 ESADE Business School University of St. Gallen www.exed.esade.edu/pld 65 UPDATE MBA One Year MBA, more global than ever

THE 4TH ONE-YEAR MBA PROGRAM TAKES OFF WITH RESOUNDING SUCCESS IN PARTICIPATION.

ver since the program was launched qualifi ed participants, representing a true in 2004, the One-Year MBA has challenge for the MBA Programs Unit and E been experiencing considerable Executive Masters. growth. The program came into being Classes for the current One-Year MBA pro- as a logical segmentation from the gram began in March. Its 35 participants traditional Full-Time MBA, due to growing demand from candidates with a slightly different profi le and career objectives. This year’s program has The program seeks to address those 35 participants and 16 individuals who are trained in Economics, countries represented Business Studies or Engineering, and who wish to advance their career in represent the largest number of students the same sector with a lesser time to date, and also the greatest diversity of investment. Older students on the nationalities (16 countries represented). average, and with more accumulated Thus the program increases its high level professional experience, they are a very of international exposure with seminars international group of highly motivated, that are highly relevant for management.

Deepak Nayak

(India), GRCB Global Operations Executive Programme, Barclays One Year MBA 2008 “After six years as Project Manager handling international operations and new products at Apple Inc., I decided to do an MBA in order to gain a global view of different aspects of the business sector and to enhance my leadership aptitude. Thanks to ESADE’s Career Service, I changed to the banking sector after spending almost ten years in the technology sector. Their support has been crucial in helping me with this new stage at Barclays, where I will manage strategic international projects, with at least three different geographies in a two-year rotation program. 66 UPDATE MBA

PROFILE OF THIS YEAR’S CLASS Number of participants: 35 CLASS OF 2007 (UNTIL JUNE) Average age at the start of the program: 31 years Professional orientation before and after the program. Professional experience on average: 7.5 years All MBA programs (%) FUNCTIONS PRE-MBA POST-MBA

16 COUNTRIES REPRESENTED / 91% FOREIGN STUDENTS Financial 25 Consulting 4 Entrepreneurship 26% 39 Financial Oceania 21 Management 11 Marketing / Sales Marketing / 26 Consulting Asia Sales 4 Entrepreneurship 17 Management 21% 2% 49 Marketing / Sales 9% 4 Operations Latin Management 26 Consulting America Europe (outside 9% 31% 11 Financial of Spain) 18% 52 Management 11 Marketing / Sales

Operations 29 Consulting 7 Entrepreneurship 11% 13% 7 Financial 36 Management Eastern Europe 7 Marketing / Sales 14 Operations

9% MIS / 10 Consulting IT Consulting 10 Financial Spain 30 Management 9% 20 29% Marketing / Sales 30 MIS / IT Consulting

Consulting 80 Consulting 20 Financial 5% U.S. and Canada Other 22 Consulting 11 Entrepreneurship 8% 22 Financial 11 Marketing / Sales AVERAGE GLOBAL INCREASE IN 34 Other SALARY FOR FULL-TIME WORK () SECTORS PRE-MBA POST-MBA 56,500 60,800 Manufacturing 24 Consulting services 40% 49% Pre-MBA 2 Financial services 44% 4 General services Post-MBA 70 Manufacturing

Increase General 21 Consulting services services 26 Financial services 48 Manufacturing 40,320 40,700 18% 5 Technology

2006 2007 Financial 33 Consulting services services 34 Financial services 11 General services 17% 11 Manufacturing 11 Technology

Technology 3321 Consulting services 347 Financial services Daniela Sacerdoti 117 General services 13% 1136 Manufacturing 1129 Technology (Argentina), Leadership Programme, DuPont Consulting 80 Consulting services services 20 Financial services One Year MBA 2008 “After six years’ experience in 5% European Sales at Dupont, I had achieved a solid understanding of Government / 33 Financial services Non-profi t 67 Government / Non-profi t the company and the market. I was enjoying my work, and the sector really 3% was interesting, but at the same time, % % of total MBA students I felt ready for new challenges. The best way was to start an MBA. After the program, I returned to Dupont, in its Marketing and Sales Effectiveness Programme, which allowed me to capitalize on my previous knowledge of More information: the company’s core business and Tel. +34 934 952 088 to attain a more active role in their [email protected] European strategy. www.talent.esade.edu 67 ALUMNI ENTREPRENEURS Two approaches to entrepreneurial spirit

THE BUSINESS MODEL, YEARS OF EXPERIENCE OR PROFESSIONAL SECTOR SHOULD NOT DETERMINE BUSINESS INITIATIVE. THE MOTIVATIONS, CAREER HISTORY AND PROFILES OF THE INDIVIDUALS WHO HEAD UP HOSTAL SA RASCASSA AND E-CONTAINERS OFFER TWO INTERESTING PERSPECTIVES ON HOW AND WHY TO TURN AN IDEA INTO REALITY.

HOSTAL SA RASCASSA When did you get the idea of creating your own business? After 17 years in advertising, the last 6 with my own agency, I decided the time had come to make a change, a change in lifestyle. My wife and I always dreamed about having a beach bar in Almería, a utopia that occurred to us during our 1991 vacation on Cabo de Gata. Ten years later, with daughters aged 9 and 2, the opportunity turned up in the form of a restaurant with five sleeping rooms, by the sea, on the cove of Aiguafreda de Begur, one of the last untouched corners of the Costa Brava.

What difficulties did you find Óscar Górriz (CE Lic&Master 85). His establishment warranted a mention in the Sunday supplement of The Sunday Times (Is this the best beach on earth? March 9) and The Guardian (20 boutique hotels by the sea, April 27) where four travel advisers when you set the idea in gave their opinions on small, charming hotels on the Mediterranean. motion? The beginnings were hard—in addition to our ignorance of managing small businesses with and in the relaxed tone of our the business, there were a few professionalism. Certainly this communications. unfavorable circumstances, like is the area where I feel most Well, no doubt another the poor image left by the former comfortable. distinguishing element is the managers, and the rainiest fact that an ESADE Alumni left summer on the Costa Brava in What is it that distinguishes everything to manage a small the last 30 years. Fortunately your business from the rest of hotel business ... all that has changed, thanks to those in your sector? word of mouth. Our location is unique and When and how did it begin to allows us to sell tranquility and bear fruit? How has your education at at the same time proximity to Personal satisfaction started ESADE contributed to the “civilization”. In addition, the the very day that I left behind birthing of Hostal Sa Rascassa? building has a special charm. advertising and Barcelona. Plus Contrary to the general opinion We have positioned ourselves I continue to find this business that ESADE alumni naturally from this “simple life with stimulating, and at home we are belong in managerial functions grace”. And we try to express delighted to live year round in a at large companies, I feel we that in our cooking, in our town like Begur. The economic 68 are perfectly prepared for dealings with the customer returns took a little longer ... ALUMNI ENTREPRENEURS

E-CONTAINERS teacher who I had shown it to told because we believe that technol- (WWW.ECONTAINERS.ES) me not to give up my desire to ogy is the future, and that it is the What is E-containers? create something. This experi- only way to be competitive. We Iván Tintoré: We define ourselves ence made a mark on me. began with two employees and as as the E-dreams of merchandise; of today there are six of us. they transport passengers and How did the business we transport merchandise from idea come up? What made investors decide Barcelona to the world. C.H.: Our experience at Metropol- to invest in your business? itana led us to make a strategic C.H.: We had a very clear busi- How did you two decide to go plan. We observed that custom- ness model. We already had set into business for yourselves? ers invested too much time and up the platform, the concept was Carlos Hernández: I did my 4th money in the process of shipping being accepted and we already year internship at Metropoli- merchandise. They needed had customers. In addition, we tana, a family business with 30 speed and agility and immediate, had invested a lot of time and our years of tradition in transporting exact information about shipping own savings. products and in customs. After prices and times. This concurred an exchange, I joined the Risk with the Internet travel company Is it easy to be an entrepreneur? Capital division of Riva y García, boom. The market needed a new, I.T.: It is not. At first you are where I analyzed projects. After similar business model, but for moved by the dream, but you seeing the success of many en- merchandise. soon realize that the idea must trepreneurs, an opportunity came take shape and be made to func- up for me and I wanted to put What is the current situation tion. I remember very gratifying myself to the test. I never could of E-containers? moments, like when we managed have imagined this, now I would C.H.: E-containers has been opera- to convince suppliers who at first not change for anything. tive since September. We operate did not believe in the idea. I.T.: Metropolitana is my father’s from Barcelona in a 300 km radius company and I started my career to any part of the world. Our tool Do you have any other project? there, although my dream was allows the customer, wherever he C.H.: We are consulting for a to become an entrepreneur. At may be, to find out the price and small submarine company, and ESADE I made a business plan in reserve a container or consolida- I developed the business plan the aviation sector. Even though tion instantly. We especially like for which I received the ESADE that didn’t turn out, a Marketing continuing to invest in technology, 2006 award.

From left to right, first row: Albert Morcillo, Albert Ruiz, Gal·la Riera, Albert Martí. Second row: Iván Tintoré (Lic&MBA 01) and Carlos Hernández (Lic&MBA 05).

69 ADVERTORIAL

Plan Innova 0,0 on the front lines of innovation

PLAN INNOVA 0,0 IS AN OPEN MEMBERSHIP PLAN WHICH JOINS MANAGERIAL AND LEGAL CONSULTANCIES, BUSINESS ORGANIZATIONS AND BUSINESS SCHOOLS WHO ARE COMMITTED TO CREATING AND SUSTAINING COMPETITIVENESS THROUGH MANAGERIAL INNOVATION, ENSURING COMPANY PROFITABIITY AND SOCIAL BENEFIT.

What companies is Plan Innova sional quality of life, and corpo- ity of excellent explanation and 0,0 intended for? rate social responsibility. expert application of knowledge It is aimed especially at business- essential to management and es with fewer than 50 employees, What does it offer to consultan- to making business decisions. which make up nearly 95% of the cies and business associations? Synonymous with training excel- European business structure. A genuine network of prestigious, lence, it guarantees retention and Plan Innova 0,0 brings down their reputable “partners” involved reproduction of knowledge thanks high mortality rate, improves com- in and committed to providing to the innovative AICAN methodol- petitiveness and facilitates com- high-value solutions for running ogy (Spanish acronym for “apply- pliance with legal requirements, businesses, solutions which can ing knowledge immediately to the bringing into harmony a sustained be applied simply and fl exibly and business”). improvement in earnings, profes- at accessible costs for the micro- enterprise to the SME. THE FAST TRACK TO COMPETITIVENESS How does it cooperate with Busi- BeS Business expert System, the Impetus for Quality and Innovation ness Schools? offi cial platform of Plan Innova Plan Innova 0,0 bases knowledge 0,0 acts on 2 key factors which in social economy businesses management on the two-fold activ- lead to competitiveness: Within the Plan Innova 0,0, Best Business Service, Bureau Veritas and Feansal (Federation of Worker-Owned Businesses of Andalusia) sign a collaboration agreement for quality certifi cation. Recognition for innovation and knowledge Best Business Service has received multiple mentions and acknowledgements of its work in developing methods and concepts in applied economics, in simplifying their usage through new technologies, and in their broad dissemination. 70 ADVERTORIAL

the distinctive seal of doing it right What is involved for companies that join Plan Innova 0,0? Sales, CRM, Marketing, HR, Market Studies, Finances, Training • Zero Risk in a continuous process of innovation and improvement content and platforms, internal management audits, intelligent • Zero Investment in high-obsolescence structure and resources decision-making systems, etc. • All the latest Internet, intranet and extranet technologies put to • Responsible and safe management good use - Facilitates compliance with existing regulations through quality • Spectacular improvement in organizational performance management systems 9001:2000, LOPD, Risk Prevention and - Integrating activities – information – contacts Environmental. • Assurance of sustained growth in competitiveness • Social recognition of your commitment through Plan Innova 0,0’s - Integrating the following into a single system: Business strategy, Accreditation for excellence in management

1. It simplifi es the 3 keys 2. It satisfi es the 5 challenges to organizational effi ciency that every company faces in Plan Innova 0,0 with the In just a few hours it integrates, pursuing competitiveness Gran Canaria Island Authority reinforces, simplifi es and gives It uses the Integrated fl exibility to the three key manage- Management Systems that Best Business Service presented an rial aspects of your organization: your organization requires, innovative model for detecting new - Activities: tasks, meetings, applying them immediately business opportunities and covered topics from detecting emerging structural recordkeeping and at no additional cost, for sectors to analysis of business - Information: mail, documenta- spectacular improvement in opportunities within the company, during tion, information/training Profi tability, Reputation, Rotation, the 1st Conference on Emerging Sectors, - Relationships: employees, Performance, and Responsibility Sources for Employment, and Business customers, contacts (CSR). Opportunities, organized by the Gran Canaria Island Authority.

BBS, joining forces Since 1991, thousands of companies, senior managers, consultants and teachers have decided to put their trust in the leader for business technology/knowledge: Best Business Service (BBS). This group, since its beginnings, has actively contributed to the practical application of proven business knowledge by a group of professionals over many years’ time. The purpose of their know-how, usually defi ned as knowledge technology, is to develop applications and services as consultants and trainers for a Contact us: universe of: businesses, managerial and legal consultants, business schools, universities and training [email protected] organizations, etc. T.: 902 114 507 71 PROFESSIONAL DEVELOPMENT Flash session to explain Visibility on the web different types of and taking care of your employment contracts professional reputation for sales people On May 8, ESADE’s Career Serv- aging our profi le on Internet has ice offered the lecture entitled to do with asking where we wish Your visibility on the web and to be seen and by whom, and taking care of your professional what do we want to be associ- reputation, which taught how to ated with. Before moving on to a take care of one’s personal im- round of questions and answers, age on Internet. After a presenta- the two speakers advised not tion by Mercè Clapés, Associate being passive, otherwise what Director of ESADE’s Career Serv- appears about us on the Net will ice, recommendations on how to be what others have said, and best handle Internet were given also to protect our personal data by Philippe Boukobza, expert so as to avoid identity theft. adviser in online communication at Insight Human Resources, and Marion Suffert, expert adviser in career management. Boukobza commented on the growth of the online culture and how it is being used to fi nd jobs. The new Internet focuses on the user, with tools such as Facebook, eBay On May 13th at ESADE, labor attorney Emilia Mayol and YouTube, which allow users Pujol presented the fl ash session entitled Self-em- to associate words with digital ployed commercial representatives: Types of contract content. The sum of all digital and indemnities for work cessation. During this content in association with a meeting, the more common arrangements for hiring name makes up a digital identity commercial representatives were analyzed, from on the Net. The strategy for man- being hired as a company employee, regulated by the Workers Statute, to being hired as a contractor, recently regulated by Law 21/2007 on self-employ- ment, with two other options in between, the special work contract (Law 1438/85), and the agency A session on balancing contract (Law 12/1992), the latter options being the speaker’s primary emphasis. career and family Contractors who work as free-lance sales representa- tives have at their disposal two important methods My career, my partner’s career and my family’s career was for being hired, in addition to the commercial contract the title of a session held on May 7th at ESADE, under the di- in any of its variations. The fi rst, regulated by RD rection of Jaume Lladó, consulting expert and manager of the 1438/85, describes a special labor relationship company Chris Consulting HR Integral Solutions. Topics were of natural persons who intervene in commercial addressed such as making key decisions pertaining to work operations for one or more people. This type of and family, opportunities and risks involved in living overseas, contract falls under the self-employed situation for how to act when facing a job change, layoff, or professional Social Security. The second method, regulated by crisis situation, blending Law 12/1992, describes the agency contract which professional and family regulates natural or legal persons who intervene as life, and so on. Lladó intermediaries in commercial operations. spoke of the importance of values in a relation- ship and insisted on the importance of dialogue and communication in order to defi ne each person’s objectives and their joint purpose. 72 PROFESSIONAL DEVELOPMENT Practical seminar The impact of on drafting resumes external consultants and cover letters on the family business

On May 6th, ESADE’s Career drafting personal achievements, Service organized the seminar both on the resume and for an How to prepare your resume and interview, and the structure, cover letter, led by Smeralda content, characteristics and Ugoccioni, Executive Coach and types of cover letters, as well as Leadership Trainer. One of the other activities. characteristics which Smeralda emphasized was the need to be mature in the level of your objectives in order to correctly begin the process of improving your work situation. You need to ask questions such as, what In the ESADEFORUM space last April 28th, a roundta- do I like? what am I good at?, ble session was held on the topic of External consult- in addition to having a good ants, how to fi nd them and their impact on the family understanding of the market. business. Speakers Jaume Grego, Vicepresident of Once these variables are clear, Leti Pharma, S.L., Xavier Torra (EDIK 84), General then start writing your resume. Manager of Simon Holding, S.L., Xavier Argenté In order to demonstrate the (MBA 83), BBVA’s Banking Businesses Manager for theory, practical work was an Spain, and Esther Casademont, Partner and Manager essential part of the seminar. of Caucus, gave their views about the need for family The exercises consisted of businesses to turn to an external consultant who is selecting candidates for a able to assess and improve their situation. fi nancial analyst position, After Casademont’s presentation, Argenté presented the main conclusions from the study on the family business sponsored by ESADE, BBVA, the Family Business Institute and Family Business Knowledge. “The succession of the family business depends on Practical seminars the leader’s entrepreneurial ability. Behind every fam- ily business there are different institutional settings, for interview simulation and these are quite differently perceived depending on the position that one occupies within the com- On April 29th, ESADE Career Service offered a practical pany”, he stated. seminar with interview simulation. Maite Soto, Senior For his part, Grego explained that “an external Consultant for Talman Group, led the session, which consultant always offers an impartial view of the comprised two phases: fi rst, theoretical orientation, situation which he or she presents to the business where helpful guidelines for preparing a future job inter- manager … something which is lost in a family view were explained, and second, a simulation of this council”. Torra added that “the most interesting thing encounter—based on a real job offer selected previous- which an external consultant offers a family business ly by the participant. Soto approached the job search as are alternative views”. “designing a marketing plan” which should begin with drafting a resume, and she gave guidelines on length and content in interviews in order to demonstrate the greatest possible cred- ibility, maintain coherent discourse, and avoid fall- ing into inaccuracies.

73

IN THE NEWS

1981 1984 1988 Joseph Lluís Cano publishes Business Joan Casaponsa Sitjas, Jordi Montaña and Isa Sylvia Taudien, Clotilde Intelligence: Competir new Executive Moll publish Diseño e Tesón, Josep Manel con información President of Indo innovación. La gestión Ventosa and Quim del diseño en la Bernardo publish Shock! empresa Sylvia Taudien (EDIK 88), Manager of Advantage Consultores, Clotilde Tesón (Dir.Finance 03), Human Re- sources Manager of the Codorniu Group, Josep Manel Ventosa (Dir. Finance 01), Human Resources Development Manager for Banc Joan Casaponsa Sitjas (Lic&MBA Sabadell and Quim Bernardo, 81) has taken over the executive Human Resources Manager for presidency of Indo, the Span- The book Diseño e innovación. La Hewlett Packard, have recently Joseph Lluís Cano (Lic&MBA90) ish multinational dedicated to gestión del diseño en la empresa, published Shock! a practical, has published Business Intel- the manufacture and commer- written by Jordi Montaña (MBA helpful guide for professionals and ligence: Competing with infor- cialization of lenses, frames, 84) and Isa Moll (Lic&MBA 93), managers going through a merger mation. Information processing sunglasses and capital goods for was presented in Madrid on Febru- process. in companies today is a key ophthalmology. The new Execu- ary 19 and in Valencia on February tool for survival in a changing, tive President will also preside 27. The book analyzes four Valen- dynamic and global market. The over the Board of Directors. After cia businesses (Antares, Gandía 1989 discipline called Business Intel- serving as President of Lindt Blasco, Sanico and Viccarbe), ligence brings the reader closer Chocolates in Spain and France, selected as examples for their use Jaume Riera, General to the organization’s informa- United Biscuits in Southern of design as a basic element in Manager of Esmalglass tion systems. This publication Europe, and as European Vice their strategy and as a boost for do Brasil seeks to help improve customer President of Kraft Foods Interna- greater competitiveness. Jaume Riera Torralba (MBA Full- guidance, processes, fi nancial tional, Joan Casaponsa Sitjas has Time 89) takes on the post of management, etc., through the had considerable experience in General Manager of Esmalaglass use of simple technological tools developing growth and consolida- 1985 do Brasil, a company in the glass and applications accessible to tion programs for international and ceramics sector. everyone. companies. Casaponsa will head Eduardo Segura, up a strategic plan focused on e-Tailers Sales Joan Cañigueral market segments with greatest Account for Acer 1990 Folcara, Vice President value. This program seeks to Eduardo of Consumer Support- boost competitiveness by further Segura (EDIK Jaume Masana, new EMEA for Hewlett exploiting policies for increased 85) has been Assistant General Manager Packard Española S.A. capacity and reduced production appointed head of Caixa Joan Cañigueral Folcara (MBA costs, policies which have led the of the e-Tailer Catalunya 90) is the new person in charge company to open plants in South- channel for The Board of Customer Services for con- east Asia. Also included is the Acer Computer of Directors sumer products and post-sales reinforcement of R&D&I thrusts Ibérica, specialized in Internet of Caixa technical service for Europe, the which are providing the company sales. Thanks to its indirect sales Catalunya has Middle East and Africa for this with high value-added patents and channel, Acer has been ranked named Jaume company. products. Lastly, the plan fore- third in the worldwide PC sales Masana sees corporate growth through ranking, ahead of American Dell. Ribalta (Lic&MBA 90) Assistant Indo’s greater involvement in the General Manager of the more than 80 markets where it is institution, giving him charge over currently operating. all areas of business: the branch network, companies, corporate business and marketing strategy. Previously, Masana was Assistant General Manager of Caixa Manresa, controlling the Sales Network, Human Resources, We’d like to hear about your professional moves. Marketing and Communications. Contact ESADE Alumni at Prior to that he was in charge of [email protected] de the Finance and Insurance area ESADE Alumni 76 and the Risks area. IN THE NEWS

1991 Montserrat Ribot of the former AB Asesores (now Previously, he headed up the publishes De single a LP Morgan Stanley, acquired by La vice presidency and general David Calvet, Assistant Montserrat Caixa) is initiating its strategy for management of the Commercial General Manager of Ribot (MBA expansion in Catalonia, where Products Category of the HP Olympus España, S.A.U. 92) and María strong growth is expected. The Image and Printing Group for David Calvet Canut (Lic&MDE del Carme group’s business model is being Europe, the Middle East and 91) is the new Assistant General Banús have welcomed by business people Africa. While carrying out his Manager of Olympus España, published De and professionals in need of a duties Enrique not only trained S.A.U. Olympus, founded in 1919 single a LP reputed, comprehensive fi nancial the Commercial Category Product and specializing in applied image (En busca del advisor to advise them on all team, but he also integrated technologies, has offi ces on fi ve amor sin fecha de caducidad). kinds of assets and positions solutions and services and gave continents. Published by Ediciones Urano, in different fi nancial institutions impetus to the reinvention of the the book is a how-to manual for in order to achieve consistent go-to-market strategy with sales Josep Miquel Viñals cre- singles looking for the right part- investment planning. strength. Lores began his career ates Vía Rumanía ner to share their lives with and at HP in 1989 as R&D Engineer Joseph Miquel Viñals (Lic&MBA with whom they can establish a Enrique Lores, new in the Barcelona and San Diego 91) has founded Vía Rumanía, stable, satisfactory, long-term Senior Vice President labs and held different positions a services business established relationship. The website www. and General Sales in the marketing department in Timisoara, whose objective is desinglealp.com offers more Manager, Hewlett of the large-format printing to serve as a basis for Spanish detailed information about the Packard Personal business. business persons who seek to do book. Systems Group business in this country. From Enrique Lores Obradors (MBA Francisco Javier Cornet, its offi ces in the fi nancial center Juli López, Managing 93) was just named Senior Vice new General Manager of of Timisoara, Vía Rumanía follows Director of Executive President and General Manager Brooks Todo Seguridad fi ve phases: contact, analysis of Airlines of the organization that manages Francisco Javier Cornet Pujol the intent to establish business, Juli López (Lic&MBA 92) was the sales channel for all HP (Lic&MBA 93) has recently as- assistance in establishing busi- appointed General Manager businesses worldwide, as well as sumed the post of General Man- ness, initiation of operations and of the corporate aviation sales for the Personal Systems ager for Brooks Todo Seguridad, follow-up. company Executive Airlines in Group, the division responsible S.A., a company which manu- Viñals has worked guiding invest- June of 2006. Since he came for the vast range of HP personal factures all types of elements ment in Spain and continues on board, the company has computers, laptops and PDAs. required for protection, control to do so; he was also Financial experienced great growth—its Lores has held several and security of any product. Manager in fl eet will include 22 aircraft managerial positions at HP since Southern by the end of this year—and, joining the company in 1989, the Europe for under his leadership, the most recent being Vice President 1994 Indola brand company has recently been in and General Manager of the cosmetic the news for receiving one of large-format printing business César García de Roda products the licenses to manage the of the Image and Printing Group creates TGG Corporate for twelve new executive fl ights terminal (IPG), growing the business After a career of ten years as years. at El Prat. towards other areas such as Director of Corporate Finance production. From this position, at Riva and García, and later Lores expanded business founding and managing a stock 1992 1993 responsibilities by creating brokerage fi rm in Barcelona, an R&D center in Shanghai. César García de Roda (Lic&MBA Lluís Montràs I Janer Jordi Montaña and Isa 94) has created TGG Corporate, publishes En nespre Moll publish a company which offers advisory dels tres dracs Diseño e innovacion. services in the area of corporate Lluís Montràs i Janer (MBA La gestión del diseño fi nances. 92), Manager of the alarm en la empresa. center G-3 Triangulo de Control (See class of 1984). and strategy consultant, has published his epic fantasy En Carlos Bach, Barcelona nespre dels tres dracs through Manager of Abante Comte D’aure publishing house. Independent Financial The story, like The Little Prince Group or The Never-ending Story, Carlos Bach (Lic&MBA 93) stimulates our imagination and joins the Abante Independent takes us back to childhood, Financial Group as the Barcelona propelling us into a search that Manager. This group, founded by only love can bring to an end. partners and senior management 77 IN THE NEWS

Antonio Nuñez 1998 Alberto Constans 1999 publishes ¡Será Fernández, Head of mejor que lo cuentes! Magda Malé, partner Premier Products and Albert Gibert, Senior Antonio Nuñez (Lic&MBA 94) and head of the Investments for Barclays Relationship Manager has published ¡Será mejor que lo Barcelona offi ces Alberto for Deutsche Bank cuentes! Los relatos como her- of Zavala Gortari Constans Albert Gilbert Bretones (MBA ramientas de comunicación-story- Asociados Fernández 99) has been appointed Senior telling (EmpresaActiva Publishers). (Lic&MBA Relationship Manager for Deut- Intended for anyone who needs 98) has sche Bank SAE. to communicate in a skeptical, joined Bar- overloaded environment, the book clays as Head recommends narrating rather than of Premier 2001 expounding or defending. Using ex- Products and Investments in amples from the world of cinema, order to develop and give impe- Carlos Hernández and literature, Internet and tabloids, tus to their selection of Private Iván Tintoré create Antonio reveals the keys to creat- and Personal Banking. Constans eContainers ing and telling stories: myths, Zavala Gortari Asociados, joins Barclays after four years of Carlos Hernández (Lic&MA 05) rites, archetypes and metaphors. the Spanish consulting fi rm managing personal banking at and Iván Tintoré (Lic&MBA 01) The book has a website with more specialized in executive head Banco Sabadell, where he was in have launched eContainers, the information: hunting, has appointed Magda charge of the personal banking fi rst shipping logistics platform www.seramejorquelocuentes.com. Malé (Lic&MBA98) partner business for the group. intended for use primarily by of the fi rm and head of the SMEs. The company manages Barcelona offi ce. Malé began Ramón Roset Morera, the entire export process by 1997 her career in Accenture in General Manager of sea via Internet, with speed, Barcelona (formerly Andersen Rotecna fl exibility and economy. José Sela joins Consulting) and since 1998 she Ramón Roset Morera (MBA eContainers has increased McLEHM as has worked for companies in the Part-Time 98) has been capital in order to pursue their General Manager fi nancial sector, risk capital and named General Manager of growth plan and establish a insurance. Rotecna, S.A. Roset was presence nationwide. formerly employed by Lencería Júlia Pérez Mitjans, S.A. Sylvia Taudien, Clotilde launches the portal Tesón, Josep Manel www.estraperlo.net Xavier Roca Torruella, Ventosa and Quim Júlia Pérez (MBA 98) has new General Bernardo publish Shock! launched the www.estraperlo.net Coordinator for (See classes of 1988 and 2003) portal. The main objective of Pneumatic Retrieval this website is to bring recipes Systems for Ros Roca José Sela (Lic&MBA 97) has of well-known international 2002 joined the McLEHM translat- dishes into consumers’ homes ing services group as General so that they can enjoy fl avors Jordi Montes, Manager in order to lead the from around the world and Managing Partner company’s professionalization the basic imported food items of Nectar Sports and growth both nationally and needed for preparing them. Jordi Montes (MDEF 02) has internationally. Prior to this, he Maurici Planas, a chef with founded Nectar Sports, a com- held the position of Manager for a vocation for teaching, has pany dedicated to organizing VIP Central Spain for the Evemarina collaborated with Júlia Pérez by Corporate Hospitality for mid-size Group, having worked formerly for preparing the recipes, adapting and large companies around high- the multinational Scholz&Friends, the original prestige sporting events. Nectar for KPMG and Empresa Roces. formulas so Sports, S.L., with headquarters that the fi nal in Barcelona, specializes in using results will be Xavier Roca Torruella (Lic&MBA sporting events as a communica- appealing to 98) has left his position as tion channel for European busi- local tastes. General Manager of Fira de Lleida nesses, in a B2B environment. (2004-2008) in order to take over the post of General Coordinator of Pneumatic Retrieval Systems for Ros Roca. Xavier Roca had worked formerly as Marketing Consultant for his own consul- 78 tancy fi rm, Smart Marketing. IN THE NEWS

David Ros Pelegay, David Comuñas and Juan Álvarez de Lara, 2008 National Manager of Claudio Brugueras new Assistant General Major Accounts for create Eventing Sports Manager of Gescobro Eulàlia Gironés, France Telecom España (See class of 2002) Juan Álvarez de Lara (PMD appointed Human David Ros Pelegay (MDM 02) 07), with a degree in Business Resources Manager has been appointed National César Val, new Sales Administration and Management, for Indo Manager of Major Accounts for Manager for Puig Master’s in International France Telecom España. Beauty&Fashion Group Business, and a degree in CCésar Val (EMBA 05) has re- Quantitative Finance and David Comuñas and cently taken on the post of Sales Management Development Claudio Brugueras Manager for Puig Beauty&Fashion from ESADE, has been named create Eventing Sports Group, a multinational company the new Assistant General David Comuñas (AGT 02) and in fragrances, cosmetics and Manager of Gescobro. His Claudio Brugueras (DIN 05), fashion, represented in over responsibilities include the along with Óscar Sanclimens 150 countries. Val comes to the group’s international growth, and Hugo Laborda, have created company after a period as Iberian developing the purchasing of Eventing Sports, a company Sales Manager for Biocentury, portfolios, and managing large whose purpose is to become a S.L., of the Agrolimen Group. strategic accounts. Previously, standard in the organization of Prior to this, Álvarez de Lara was head of Indo, the Spanish multinational in sporting events. Their activity he worked for the Caixa Penedés consultancy, the optical sector, has a new Hu- focuses on creating, coordinating Aguas Danone and later worked for GFT Iberia, man Resources Manager, Eulàlia and managing events, with a España (own- (strategic consultancy division Gironés (DEPN 08). Gironès has priority placed on integrating ers of the Font of Deutsche Bank Group), where broad experience in human re- them with the philosophy of each Vella, Lanjarón he led several projects for Banc sources, having started 11 years company. This way they seek to and Evian Sabadell, Telefónica, Mapfre, and ago in the Human Resources Unit make a positive, direct impact on brands) for Deutsche Bank in Italy, France at Indo, as well as in different the various target groups of the several years. and Great Britain. areas and functions such as events, and so fulfi l objectives set personnel selection and develop- by their customers. ment, risk prevention and training. 2006

2003 Pepe Tomé, Client Services Director for Sylvia Taudien, Clotilde Netthing-Carat Tesón, Josep Manel Pepe Tomé Navas (DGM 06) has Ventosa and Quim been appointed Client Services Bernardo publish Shock! Director for Netthing-Carat. (See classes of 1988 and 2001) Marc Navalón, Financing Director for the Lar 2007 Group 2005 Marc Navalón Jiménez (PDD 07) Laura Abarquero, new Marc Navalón Jiménez (PDD 07) Carlos Hernández Industry Manager for has been named Financing Direc- and Iván Tintoré Google Spain tor for the Lar Group. create eContainers Laura Albarquero García (MDM Reporting to the Chairman/Gen- (See class of 2001) 07) has been appointed Industry eral Manager, Navalón is respon- Manager for Google Spain. Her sible for fi nancial planning and responsibilities include attract- execution of fi nancing strategies ing and managing clients in the for the group’s activities, as well automotive, healthcare, utilities as other treasury functions. and public administration sectors. She previously held the post of Retention Manager for France Telecom España.

We’d like to hear about your professional moves. Contact ESADE Alumni at [email protected] de ESADE Alumni 79 IN THE NEWS Class reunions

MBA 93 – May 8th, 2008

Lic&MD 99 – May 8th, 2008

Lic&MBA 99 – April 25th, 2008

EMBA 02 – May 6th, 2008

EMBA 07 – April 18th, 2008

More photos at www.esadealumni.net Executive Masters – April 24th, 2008 ➔ Alumni Network ➔ My Class

80 IN THE NEWS

Lic&MBA 05 – April 15th, 2008

MBA 93 – April 17th, 2008 Lic&MBA 00 – March 8th, 2008

Lic&MBA 03 – April 10th, 2008 MBA 77-78 – April 9th, 2008 MBA 98 – March 28th, 2008

Lic&MBA 93 – March 27th, 2008 MBA 03 – March 22nd, 2008

AGT - April 24th, 2008 MBA 88 – March 13th, 2008 81 IN THE NEWS

Lic&MBA 98 – March 7th, 2008 Lic&MBA 98 – March 7th, 2008 MBA 98 – March 7th, 2008

Lic&MBA 78 – February 27th, 2008

DEC 06 – February 28th, 2008

Lic&MBA 76 – February 25th, 2008

MBA 04-06 – February 15th, 2008

MBA 89 – March 6th, 2008

More photos at www.esadealumni.net ➔ Alumni Network ➔ My Class Lic&MBA 84 – February 14th, 2008 82 MEMBERS ONLY Exclusive benefi ts en for members rt ó Immigraci Sami Nair Sami Eurodiputat i expe Abast Solutions

alumni can enjoy a 5% discount on services from Abast types and scope, always offering the highest Solutions on IT projects for their companies. quality in their solutions.

IT Solutions. Abast Solutions forms part of Abast Grup, global How? ESADE Alumni members need only to demonstrate supplier of services and solutions related to information their membership status at the time of requesting an estimate. technology, with more than 260 professionals on staff, and To learn more about the services and projects carried out by with offi ces in Barcelona, Madrid, Valencia and Bilbao. Abast Solutions, see: http://www.abast.es/esade_alumni.shtml Abast Solutions is a company specialized in integrated business solutions (ERP, CRM, SCM, etc.), document Contact telephone numbers: management projects, Business Intelligence and Barcelona 933 102 248 • Madrid 914 061 601 development of business applications. Its professional team Valencia 963 942 278 • Bilbao 946 053 823 is highly qualifi ed in the areas of consulting, analysis and www.abast.es programming, and is equipped to take on projects of different

Other benefi ts still in effect

Special reduced fares Exclusive prices for ESADE Alumni members. Distributes among ESADE as low as 68% of the Alumni customers half of base fare. Up to age 49 Age 50 and older the profi ts generated. DKV Integral 35 €/month 46 €/month DKV Mundisalud 46,50 €/month 73 €/month

BECOME A MEMBER 902 420 020 93 495 20 98 www.esadealumni.net Preferred mortgage Confi anza Plus from 10% discount on Not to mention… Deutsche Bank. the best available price at www.husa.es for all Discounts on ESADE Executive Education hotels. and language training, more than 350 activities per year designed especially for members, quality networking, access to the alumni directory, personalized career advising and job bank, the Alumni for Solidarity project for those who are most Breakthrough mortgage Hipoteca involved and committed. A network which Rompedora db. Crush your adds value to ESADE alumni, to ESADE, monthly payment. Pay much less and to society. Special rates and starting now. Learn more at your conditions at more nearest Deutsche Bank branch, than 60 hotels. at 902 343 500, or at your Check out details on the above and on other Member Banking website special agreements that we announce periodically www.deutsche-bank.es/aaaesade at www.esadealumni.net, in the Benefi ts section. 83 IN THE NEWS ACTIVITIES 2nd ESADE Alumni 1st ESADE Alumni Barcelona Run Golf – Calidona Trophy Exercise for the whole family

The 1st ESADE Alumni Barcelona Run was a big success, both in number of attendees—including alumni, their companions and families—as well as in the specially-designed route which took them around the Montjuïc castle, with fabulous views of the sea and the city. The runners made a great show of their sporting spirit, with nearly 200 participating despite the pouring rain which continued throughout the run. The race was divided into two categories, 5 km for runners of any skill, and 10 km for the most fi t, and ended with a butifarrada (sausage feed) and gifts for all participants. The prizes also included a raffl e for gift prizes and a magnifi cent trip to New York for two persons, courtesy of American Airlines. In addition, the sponsor, 02 Centro Wellness, led a warm-up session before the race and a stretching session at the end for all the runners. ESADE Alumni organized the an opportunity to meet with 2nd ESADE Golf Circuit on May friends and classmates. The 31 and June 1 in Madrid. The more advanced players had the fi rst day, Beginners Golf Day, chance to participant in a fun had 30 alumni participants Pitch & Putt Championship— and was designed for those Calidona Trophy, where two- who wanted to take up golf person teams played 18 as a new sport, and those holes of best ball. After the who wanted to perfect the competition, the appetizers and mechanics of their swing, their award gifts for all participants putting and the short game. were the perfect fi nale to an The second day was for more unforgettable day. 40 of the experienced players. more experienced players met Beginners Golf Day, in the following day for a fun addition to being a day of tournament of 18 holes best sports practice, was also ball (in pairs).

Gastronomy of Spain A day featuring Iberian ham

n May 15th, alumni were as how to distinguish these when able to enjoy a very dif- purchasing. Finally, tips were O ferent, exquisite activity: offered on how to begin a ham, Reserva Ibérica de Barcelona: a how to slice it and how to enjoy cultural presentation on Iberian it till the end. After the theory, ham and its features. First, an attendees tasted different quality explanation was given about hams, accompanied by select Iberian ham, its denominations wines. The success of the event, of origin and their differences, as courtesy of the Reserva Ibérica well as the process followed until company, was such that it had it reaches the table. Next, the to be repeated a second day in different qualities of the product order to meet the overwhelming 84 were explained in detail, as well demand. IN THE NEWS ACTIVITIES

Discover the secrets of beer Fine jewelry Second beer-tasting event A presentation on the world of diamonds After the success of the fi rst event, ESADE Alumni organized another beer tasting encounter during the month of April. The activity took place Gemologist and professor from in a unique, exceptional location in downtown Barcelona: the former the Barcelona Association of Damm factory. In a relaxed environment, participating ESADE alumni Jewelers and Watchmak- learned all the tricks of enjoying a beer’s color, fl avor, and aroma to ers, Cristina Ribas gave the maximum. The tasting was interspersed with explanations, history, a talk about diamonds discussion and information on the current state of the market of the on April 4th. Before an oldest beverage in the world. Moreover, alumni were able to enjoy the audience of about thirty tasting debut of Inedit, under the Damm brand, a beer crafted exclu- attendees, she gave an sively by the prestigious Ferran Adrià, and which will soon be available expert review of the char- in fi ne restaurants and select supermarkets. acteristics of diamonds, the four criteria for assessment, the unit of measure, their color, purity, shape, commercializa- tion and certifi cates, as well as many other peculiarities of these eternal jewels. To conclude the event, alumni visited the diamond exhibit of the LIALI Dubai jewelers, where guests could see fi rst hand the qualities and designs of these specimens.

For more information about these activities, see www.esadealumni.net ➔ Alumni Activities ➔ Sports and Culture High-range automobiles with a style of their own Business Class

In recent years the oan Massallé (MDMC 05), Nissan’s 4x4 & SUV range, reliability, sportiveness or automotive sector Audi Product Manager for affirms that “the 4x4 market has commitment to the environment”. JVolkswagen Audi España, found new market niches, such So then, what is the best model seems to have S.A. and President of the ESADE as SUVs and Crossovers, closer for the ESADE graduate? In gone through an Alumni Automotive Club, affirms to the concept of a sedan, with Serruya’s opinion, authentic revolution: that “while the international less wilderness aptitude than the “the new Honda Accord is one of new models have automotive industry seems to all-terrain vehicles”. For Marc the most highly valued models have stagnated during recent Serruya (MIM 88), Vice-president among European executives; it is acquired features years, SUVs (sport utility vehicles) and General Manager of Honda certainly the Honda vehicle which and new heights of have become established as the Automóviles España, S.A., it is best matches this profile”. Pol comfort we could fastest-growing segment”. fundamental for an automobile Soler (Lic&MBA 94), Manager not have imagined Similarly, Martín Fabregat to offer its owner “satisfaction”, of the Fernández dealership (Lic&MBA 87), Manager of whether due to its “quality, for Mercedes-Benz and Smart till now. Cars, feels that “there is no ideal model for the ESADE graduate due to the diversity

MERCEDES CLC The German firm welcomes summer with the new CLC, an update of the Model C sport coupé. The range of engines reduces fuel consumption by as much as 10.8% with respect to the prior year’s model, while at the same time improving road performance. As for design, the main highlights are the front with its sharp lines, and the rear with large tail lights that convey 86 robustness. NISSAN PATHFINDER The current model of Nissan’s Maserati Quattroporte signature 7-person, 4x4 vehicle The genuine Italian sedan, with offers exceptional comfort and its well-known 4.2 V8 engine, features. Its modern traction system has been updated inside and out. can get you out of any situation, As for design, the Quattroporte slippery surfaces become a thing of boasts a much more up-to-date the past, and steep inclines are just another attraction. image, without losing a bit of Business Class the essence which has made it a legend.

HONDA ACCORD TOURER The new Accord offers a balance between power and fuel consumption thanks to powerful engines which at the same time are environmentally friendly, most notably the Honda i-DTEC. It is available in the Tourer body (as pictured) or Sedan. represented in this group. The In recent years, the automotive same automobile does not suit the unmarried, recent graduate, sector has seen the birth of new the childless couple, large market niches families and the ESADE graduate with a well-established career”. AUDI Q7 According to Ricardo Hernando Velasco (DGM 97), Manager of The Audi Q7 manages to combine the Cano Catalunya branch on unlimited on-road and off-road Numància street (Barcelona), features. Its spaciousness and flexibility make it possible to “it is difficult to identify a single accommodate 7 persons and still model which suits this profile”, retain substantial storage space although an automobile is in the trunk. One of the mainstays expected to have “excellent of this model is the four-wheel features, security, technology, Quattro® integrated traction system, a technology which Audi pioneered, and a style of its own”. and which has come to mean nothing less than a genuine revolution and redefinition of the rules of the automotive world.

BMW X6 The BMW X6 marks the begin- ning of a new generation of cars, the Sport Activity Coupés (SAC). These combine the sportiveness of coupes with the strength and assurance of the X Series. The vehicle’s versatil- ity, space and sportiveness are characteristics which allow the driver to enjoy the best traction on any terrain. 87 en rt ó Immigraci SpecialNair Sami Eurodiputat i expe

Technology and Automotive Leasing

● Aczeda (Technology Leasing) ● CSI Renting de Tecnología (Technology Leasing) ● ALD Automotive (Automotive Leasing) ● ARVAL (Automotive Leasing) ● BanSabadell Renting (Automotive and Technology Leasing) ● BBVA AutoRenting (Automotive Leasing) ● MAPFRE Renting (Automotive Leasing) ● Servilease Grupo Volkswagen (Automotive Leasing)

88 SPECIAL SPECIAL ON TECHNOLOGY LEASING 2008 en rt ó Immigraci Sami Nair Sami Eurodiputat i expe

Company: Aczeda Development, S.L. Telephone: +34 934 114 300 Headquarters: Fax: +34 934 154 564 Córsega, 282, 2º 2ª, 08008 Barcelona e-mail: [email protected] Contact person: Bernardette Orallo website: www.aczeda.com

The “bankifi cation” of leasing capital goods

czeda specializes in promoting and managing the leasing of AN EXPERT PARTNER FOR THE PRODUCT “CAPITAL GOODS LEASING” AND ITS DEPLOYMENT IN BANK NETWORKS Acapital goods through banking networks. We are well connected across the Spanish banking system, working with 7 of the 10 highest- • National leader in bank-leasing of material goods. earning fi nancial institutions. We offer a complete range of services • Specialized in fi nancial products associated with the use and essential for success in the area of bank-leasing. Our services in replacement of capital goods (not automotive or real estate). sales, risk management, and technical-administrative management • Full range of services for product launch and operation. allow us to design and commercialize fi nancial products having to do • 15 years proven experience. with the use and replacement of capital goods, always including ser- • Over 10,000 customers and 25,000 contracts vices. These products cater to customers from all segments present processed in the last fi scal year. in the banking system, allowing each fi nancial entity to design its own sales strategy for these products. With 15 years of experience behind us, we are qualifi ed to handle the continuous expansion and diversifi - cation in families of capital goods, with specialized, independent and fl exible service for our customers. SERVICES AND DISTINGUISHING FEATURES

Aczeda makes possible the bankifi cation of leasing capital goods, regardless of the supplier or distributor, and with total fl exibility. Aczeda caters to all segments of the market which bankers ad- dress: from large public institutions to individual clients, from large accounts to SMEs. Aczeda adds to the product’s growth and profi tability, using dif- ferent operational models and actively promoting business within the established portfolio of customers (emphasis on customer loyalty.) Aczeda has managed operational risks and services needed to ad- dress complex, large-scale projects as well as multiple operations of lesser amounts. Aczeda makes it possible to give the product the desired range across families of capital goods: ICT, health, industrial machinery, logistics, Horeca, furnishings, etc. Aczeda continually innovates in equipment and services to enable our clients to adapt their product to the needs expressed by their offi ces. 89 SPECIAL SPECIAL ON TECHNOLOGY LEASING 2008

Company: CSI Renting de Tecnología website: www.csirenting.es Headquarters: Telephone: +34 93 240 23 00 Almogávers, 107-119, 08018 – Barcelona. Spain. Fax: +34 93 202 18 21 Contact person: Xesca Plasencia e-mail: [email protected]

Technology Leasing

echnology leasing is a contractual arrangement for alignment of The second technical consideration refers to the useful life of goods Ttechnical and fi nancial requirements, in response to the demands that can be shared among different customers by having two or more of CIOs and CFOs. clients share the use of equipment over the duration of its useful life. Technical requirements are marked by the rapid obsolescence of the In this case, the appropriate thing is to adjust the cost to the useful equipment—technological obsolescence due to continuous, rapid life of the equipment, not to the equipment itself, but to its useful life gains in performance, and what we might call commercial obsoles- in your own company. The equipment cost is shared with others, thus cence, referring to the commercial aggressiveness of manufacturers optimizing the cost of using the equipment. This formula, therefore, and integrators who continuously better their offers in terms of prices represents a cost reduction. and services included. These offers precisely are what prompt a From the fi nancial viewpoint, leasing can save money by paying less change, since on many occasions the cost of upgrading is lower than for the use of goods, sharing the risks of the equipment becoming keeping equipment under present conditions. Here we must empha- obsolete and avoiding the costs of replacement and recycling. size that inclusion of installation and maintenance services in the price may mean that you pay a premium if you resist change.

SERVICES AND DISTINGUISHING FEATURES

• First independent, global leasing company with offi ces through- out North and South America, Asia, and Eastern and Western Europe. • We manage a total volume of assets of over $1.2 billion. • Specialized in leasing assets other than real property, particu- larly technological assets, we offer to tailor clients’ operations to their technical, fi nancial and budgetary needs. • We offer comprehensive service in leasing computer equipment, including supplies, maintenance, installation, and technology upgrades. • Technology leasing reduces the costs of using IT infrastructure by spreading the obsolescence risk.

90 SPECIAL SPECIAL ON AUTOMOTIVE LEASING 2008

Company: ALD Automotive Telephone: +34 91 709 70 00 Headquarters: Fax: +34 91 709 71 12 Ctra. La Coruña, km. 17,100 (esquina c/Navaluenga) e-mail: atenció[email protected] 28231 Las Rozas (Madrid) website: www.aldautomotive.es Contact person: Teresa Arévalo

ALD Automotive, quality commitment with the customer

LD Automotive, of the Societé Gënérale group, is a company SERVICES AND DISTINGUISHING FEATURES Adedicated to leasing and comprehensive management of fl eets of vehicles. With offi ces in 39 European countries, the Americas, Asia In addition to its high quality customer service, ALD Automotive and Africa, it owns the second largest fl eet of vehicles in Spain and stands out for its commitment to respect and care for the envi- has become the industry standard in this sector for providing quality ronment. This has become a fundamental characteristic both customer service. In addition to including a wide array of services in on nationally and internationally, as is demonstrated by ALD’s all its contracts (commercial consulting, maintenance, tire change, in- new Bluefl eet initiative, where they have set in motion a course surance, 24 hour emergency road service, processing fi nes, etc.), ALD on energy-effi cient driving, as well as consulting and reports on contracts guarantee drivers maximum availability of their vehicles. As vehicle emissions. part of this commitment to quality, ALD limits the time a car may be In addition to their broad spectrum of standard services, ALD in the garage for repairs, accident or tune-up: if this time is exceeded, Automotive has other optional services, such as their Fuel Card, the company assumes the cost of a replacement vehicle. Rent Service replacement vehicles, or their VIP Card, which gives ALD Automotive manages a fl eet of more than 69,000 vehicles in clients additional exclusive benefi ts. Moreover, ALD Automotive Spain and more than 721,000 worldwide, making it the third largest also runs a driving school where customers learn driving tech- company in the world in fl eet size. Nationally, the company maintains niques for improving their safety at the wheel, and has a quar- offi ces in Madrid, Barcelona, Valencia, Bilbao and Seville, with a port- terly magazine with a drivers’ club offering added-value services folio of over 16,700 clients. including administrative paperwork, insurance, trips and store discounts.

91 SPECIAL SPECIAL ON AUTOMOTIVE LEASING 2008

Company: ARVAL Service Lease, S.A. Telephone: +34 91 659 72 00 Headquarters: Fax: +34 91 659 03 80 C/ Teide, 4 y 5. Edif. Milenio e-mail: [email protected] 28700 San Sebastián de los Reyes (Madrid) website: www.arval.es Contact person: Laura Muñoz

A commitment to quality and service

rval Service Lease, a multi-brand leasing business of the SERVICES AND DISTINGUISHING FEATURES Afi nancial entity BNP Paribas Group, has offi ces in 39 countries and over 4,000 employees who manage a fl eet of 630,000 vehicles. SERVICES They have been in Spain since 1996, and have experienced above • Administration of the vehicle purchase average growth in this sector, closing 2007 with a fl eet of 45,000 • Registration, transportation and delivery fi nanced vehicles and nearly 15,000 purchased. Their staff of • Personalized advising 270 employees serves customers at offi ces in Madrid, Barcelona, • Full-service vehicle maintenance Valencia and San Sebastián. • Tire changes The company’s strategy is 100% oriented toward customers and • Emergency roadside assistance their satisfaction. Arval’s philosophy is to offer expert consulting and • Insurance long-term cooperation, through a close personal relationship. This • Processing of fi nes relationship remains at the center of a fl exible process designed to • Fuel administration optimize the customer’s direct and indirect costs, where top-qual- • VIP service ity service and rapid, effective response are provided in the most • Vehicle replacement professional fashion. • Re-adjustment of contracts • On-line reporting • Flexible invoicing

DISTINGUISHING FEATURES • We are specialists in auto leasing • We provide services and support on a global level • We offer expert, professional advice • We seek to optimize customer costs • We provide comprehensive fl eet management • We offer a broad spectrum of products • Our infrastructure is company-owned • We have a clear service-oriented spirit • Quality and customer satisfaction are our goals.

92 SPECIAL SPECIAL ON AUTOMOTIVE LEASING 2008

Company: Bansabadell Renting, S.L. e-mail: [email protected] Headquarters: Plaza Catalunya, 1. website: www.sabadellatlantico.com/empresa/es/ 08201 Sabadell. SPAIN. Contact person: any branch offi ce of Grupo Banco Sabadell Telephone: +34 902 120 504 (Banco Sabadell-Atlántico, Banco Herrero, Solbank) Fax: +34 93 726 15 54

Bansabadell Renting, quality products for all kinds of businesses

he objective of Bansabadell Renting, a branch of Banco • BS SaniRenting, leased goods for the healthcare sector. Financing is TSabadell specialized in renting, is the commercialization of available for electro-medical equipment and accessories, laboratory products suitable for all kinds of businesses and characterized by equipment, fi tness equipment, electro-beauty equipment, gymna- their high-quality features. sium equipment, etc. Bansabadell Renting’s success is based on integrated vehicle management and personalized care for the driver. Besides vehicle leasing, they also offer equipment rentals. Through a lease SERVICES AND DISTINGUISHING FEATURES contract, goods and services can be leased over a pre-determined period ranging from one to seven years, guaranteeing their SERVICES INCLUDED availability for the length of the contract. This fi nancing formula • Maintenance allows the customer to not have to immobilize fi nancial resources • Insurance (comprehensive for vehicles) and in addition to outsource all the support (maintenance, • Advising on vehicle selection, according to the customer’s insurance, etc), which is handled by Banco Sabadell. The client needs company pays only a single quota which includes everything. • Delivery to the dealer nearest the customer’s place of Summarized below are three classes of equipment leasing residence available through Bansabadell Renting: • Vehicle registration and taxes included • BS EquipRenting, leasing of public works machinery. Tools, vending • Repairs for breakdowns, replacement of parts machines, compressors, wheelbarrows, diggers, dumpers, and so • Tires changed. on can all be fi nanced. • Roadway assistance from Km. 0 – 24 hours a day, 365 days • BS InfoRenting, leasing of computer, offi ce automation and commu- per year nication equipment with top quality features. Financing is available • Vehicle replacement (optional) for computer equipment, telephone switchboards, video surveillance • Free fuel card. equipment, software licenses, etc. DISTINGUISHING FEATURES • BS Renting is available at any of the offi ces of Banco Sabadell Atlántico, Banco Herrero and Solbank. A continuously updated panel of available vehicles and equipment can also be found at www.bancsabadell.com/empresa. • Leasing of top-quality vehicles designed especially for company executives • All vehicle maintenance and repair is carried out at offi cial brand dealers as selected by the customer • Specialization in all kinds of machinery 93 SPECIAL SPECIAL ON AUTOMOTIVE LEASING 2008

Company: BBVA Autorenting Fax: +34 902 20 04 34 Headquarters: e-mail: [email protected] Gran Vía de les Corts Catalanes, 129-131, 6º website: www.bbva.es 08014 Barcelona www.fi nanzia.com Telephone: +34 902 11 73 00 Contact Person: Esther Sucarrats

BBVA AutoRenting, an industry standard under constant improvement

BVA AutoRenting, established in 1995, is a company of the One of our main strong points BBBVA Group, specialized in auto leasing. In the past few is fl exibility, an attribute that al- years, BBVA AutoRenting has experienced consistent growth of lows us to create a personalized over 15%. Today they own a fleet of 42,000 vehicles, making product and to have such diverse them one of the industry standards in the vehicle leasing sector clients as a large multinational in Spain. company, a professional, an insti- tution or an SME. QUALITY SERVICE THAT MAKES THE MOST Xavier Vila, General Manager of OF CUSTOMER CARE BBVA AutoRenting points out that BBVA AutoRenting is aware that in order to be competitive, the “Leasing is increasingly under- customer’s safety and peace of mind are key to customer loyalty. stood to be a service where qual- For this reason, the company’s main objective is to give the user ity, expediency and fl exibility are quality service and to make the most of customer care, thus top priorities. Customers value offering a more specialized product and quick, effective response these qualities and are willing to any unforeseen situation that may arise during the period of to pay for them. It is no longer the contract. enough to offer a product with fi nancial and tax advantages. We must be able to adapt not only to the lessee’s requirements, but also listen to the drivers who use our services.”

SERVICES AND DISTINGUISHING FEATURES

Automobile leasing. Our professional team takes charge of advising clients in vehicle selection, of the purchase and paperwork, taxes, maintenance, repairs and tire changes. In addition, comprehensive insurance is included with no deduct- ible, regardless of driver age. 24 hour legal advice, processing of fi nes, defense for traffi c offenses, scheduled appointment for garage services, pick-up and delivery, replacement vehicle and fuel card. 94 SPECIAL SPECIAL ON AUTOMOTIVE LEASING 2008

Company: Mapfre Renting Vehículos, S.A. Fax: +34 91 581 53 46 Headquarters: e-mail: [email protected] Ctra. de Pozuelo, 52. 28220 Majadahonda, Madrid Website: www.mapfre.com Telephone: +34 902 44 88 44

The Mapfre Renting Formula

apfre Renting’s leasing formula offers the customer, wheth- SERVICES AND DISTINGUISHING FEATURES Mer individual or corporate, the opportunity to drive a brand new car of their choosing without the worries of ownership, and EXCLUSIVE SERVICES: freeing them from investing in one of the most rapidly depreciat- • Purchase and delivery of vehicle: ing assets. The client chooses make and model as well as the length of With a long-term leasing contract involving a fi xed monthly rate, time he wishes to enjoy the vehicle. In return, Mapfre Renting Mapfre purchases a new vehicle of the customer’s choosing and receives a fi xed monthly fee for the use of the vehicle. Mapfre puts it as their disposal, including a series of additional services Renting will take out a comprehensive policy with Mapfre such as maintenance, repairs, tire changes, tax payment, and com- Automóviles for the vehicle leased under the customer’s name prehensive insurance through Mapfre Auto Insurance. and under his account, for the period of the contract. The objective behind Mapfre Renting is to provide the customer the • Maintenance and repairs: use of a new vehicle, with the best possible service and under opti- Mapfre assumes the payment of all charges for regular vehicle mum conditions. maintenance as established by the manufacturer, as well as repairs due to technical failures or normal wear and tear on the vehicle. • Tire replacement: Mapfre Renting will cover necessary repairs and replacements resulting from the wear and tear of normal vehicle usage. • 24-hour roadside assistance, 365 days a year. • Administration of taxes and fees. • Personalized attention at over 3,000 offi ces and telephone service at all times, 24 hours a day, 365 days a year. • Legal defense for traffi c fi nes, putting at the customer’s disposi- tion an expert team of professionals to assure the best possible legal assistance. • Mapfre Renting offers, as an option, guaranteed vehicle replace- ment, involving a loan vehicle at your disposal in case of repairs or accident.

95 SPECIAL SPECIAL ON AUTOMOTIVE LEASING 2008

Company: Servilease, S.A., privately-held corporation e-mail: [email protected] Headquarters: website: www.servilease.es Avda. de Bruselas, 34 Contact Persons: 28108 Madrid President: Erich Krohn Telephone: +34 902 10 26 50 Manager: José Antonio Camellín Núñez Fax: +34 91 453 52 29 Sales and Product Manager: Juan Martínez Vergara More than a means of transportation

ervilease is the leasing company which belongs to Volkswagen ized service to match all the customer’s needs through a single SFinance Group. Their service philosophy is to provide clients leasing company. with a vehicle that is both comfortable and enjoyable to drive This united vision of service objectives between Servilease, rather than just a means of transportation. In order to achieve Volkswagen Group brands and their respective service centers allows this most effectively, Servilease has implemented processes them to offer a truly unique product and service that keeps over that, together with the extensive official networks of their prod- 5,000 drivers satisfi ed. uct brands Audi Renting Class, SEAT Renting, Skoda Renting and Finally, we highlight that Servilease has signed The European Road Exclusive Volkswagen Companies, serve to offer customers a Safety Charter and is the recipient of the award for the Best European premium product. Road Safety Proposal for Small and Medium-sized Businesses. Servilease believes it is imperative that vehicles receive main- tenance, repairs, and other care through their manufacturer’s official network. This makes it possible for one stop at the garage to cover an oil change, tire change, and body repairs, for example. SERVICES AND DISTINGUISHING FEATURES This system shortens the time that the car is unavailable, avoid- ing time-consuming stops at different garages, often miles part, SERVICIOS INCLUIDOS to handle a single incident. In addition, the wide range of makes • Advising the customer in the selection of a vehicle to suit his or and models available through the Volkswagen Group in every her needs. segment of the market allows Servilease to offer a full selection • Locating, purchasing and registering the vehicle selected of high-quality vehicles, whether for the small or medium-sized • Delivery at customer’s choice of dealer business or the large-scale fleet lessee, guaranteeing special- • Vehicle registration fees and taxes included. • Full-service maintenance at offi cial brand service centers • Repairs and parts replaced by offi cial brand service centers • Tire changes at offi cial brand service centers • Comprehensive insurance coverage with no deductible. • Road assistance 24/7, 365 days a year, from 0 kms. • Telephone hotline numbers for sales processing, customer ser- vice, travel assistance and insurance claims • Pre-delivery vehicle (optional). • Replacement vehicle (optional). • Free fuel and toll card. • Fleet administration and appeal for fi nes. • Additional 5,000 km exemption at no charge

96 Esade220x280 26/6/08 17:37 P�gina 1

C M Y CM MY CY CMY K THE TALE

The story that would write its own ending

nce upon a time there was a story that The Editorial Department phoned him repeatedly, refused to let its author write down the worried that the days were slipping by and it was time Oending that he had decided upon. The story to close the issue, but the author had not sent in his wanted nothing but to change that ending, to take story, whose page had been reserved some time ago. the reins of its own destiny and rewrite the fi nal The author even went so far as to contemplate outcome. giving up his profession. Never write again. Perhaps But the writer could not allow that, he would be that would be better than the mocking and public discredited in the eyes of so many people. shame that would befall him after publishing a story How could he face his publisher, his literary agent, whose ending had been modifi ed by the text itself. his fans and his colleagues when the word got out? The writer thought it over again and again. Finally, He could just hear the talk: “Look, look, there he had an idea. He would not give up the literary goes that writer whose story turned against him!” profession on account of some unruly story. And he “How could he have been so weak?” someone would not leave the magazine in the lurch. He would else would ask. write the tale, and let the story make its changes. “He has no authority!” a third person would The story would get its own way, but not entirely. exclaim. And he wrote it. The author tried to get the story to see reason, And once he fi nished, sure enough, before his but it would not admit any arguments. It would refute unbelieving eyes, he saw the last sentence turn itself them with rhetorical questions, like Socrates used to around and actually contradict what he had written. It do, getting his own way with ease and style. was like black magic, a supernatural phenomenon. The writer became distracted and he would lie The writer read through how it sounded after the awake well into the early morning hours, unable to modifi cation, and smiled to himself. sleep. He immediately picked up the sheet with the story The story’s insistence and blind determination and sent it to the magazine, who then published it. were so great, he was sure that once he wrote it In fact, this is the story in question, the one you down and ended it, the text would revise itself all on are now reading, and it is the only story in the world its own. It was awful. What could he do? where the last sentence asserts just the opposite of He considered just not writing it, but the problem what its author wrote: was he had a commitment with a monthly magazine, and it was due to publish within a few days. This story did not modify its own ending.

FERNANDO TRÍAS DE BES (LIC&MBA 90) Degree in Business Sciences and MBA from ESADE and the University of Michigan. Founding partner of Salvetti&Lombart, instructor at ESADE, lecturer and writer. Together with Philip Kotler, he authored Marketing Lateral, and he is also coauthor of Good Luck, with Álex Rovira. As a single author he also published El vendedor de tiempo, El libro negro del emprendedor, and fi ctional works Relatos Absurdos, Palabras bajo el mar and El coleccionista de sonidos. He is a regular contributor to El Pais and 98 La Vanguardia newspapers. Nos mojamos contigo

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

BARCELONA / MADRID / www.alfaconsulting.com

anun_220x280.indd 1 9/6/08 12:39:09 ESADE 220x280 27/6/08 13:13 P�gina 1

A la vanguardia de la técnica. www.audi.es Barcelona DDB

Nuevo Audi TT TDI. El Audi TT elevado a la tecnología TDI.

Nos hemos propuesto desafiar a la lógica de nuevo. Elevar el espíritu rabiosamente deportivo del Audi TT a la tecnología TDI para una máxima eficiencia. Una tecnología que brilla en la alta competición con el Audi R10 TDI. Y una vez más, la lógica se ha rendido ante la imaginación. Nuevo Audi TT TDI, el único deportivo de serie con un motor diésel.

Nuevo Audi TT Coupé 2.0 TDI quattro 170 CV. Emisión CO2 (g/km): 140. Consumo medio(l/100 km): 5,3. Información Audi: 902 45 45 75.