Learning Law for a Globalised World the GLOBAL SOCIETY POSES CHALLENGES for PROFESSIONAL ACTIVITY in NUMEROUS FIELDS and the LAW IS NO EXCEPTION

LEGAL AREA Learning Law for a globalised world THE GLOBAL SOCIETY POSES CHALLENGES FOR PROFESSIONAL ACTIVITY IN NUMEROUS FIELDS AND THE LAW IS NO EXCEPTION. THE CONSEQUENCES OF GLOBALISATION SHAPE CONTEMPORARY LEGAL PRACTISE AND THIS MEANS THAT LAWYERS HAVE TO WORK IN AREAS DIFFERENT FROM THE ONES THEY WERE TRAINED IN.

(Lic&MD99) cesar.arjona @ esade.edu PhD in Law from Cornell University in the United States, he is currently Professor of Public Law at ESADE and has represented the Faculty of Law at the Center for Transnational Legal Studies, where he has taught the Professional Ethics in Business and Law course. CÉSAR ARJONA

British national is named Vice-President for corpo- A rate responsibility of a multinational domiciled in the Cay- man Islands and headquartered in the United States. His job is to ensure compliance with ethi- cal codes that the company has created or supported, as well as existing laws in the various countries where it operates. This leads him to perform his duties to begin arbitration proceedings the various procedural steps in throughout the world, opening through which he seeks to get the confrontation between the permanent offi ces in Chicago, the compensation specifi ed in company and its Vice-President. São Paulo, Lyon, London, Accra his employment agreement. This The case is a good refl ection of and Hong Kong. After verifying agreement, signed in the United the spirit of a centre that was set that what the company actually States, expressly provides for up to meet the challenge of giv- does in several of these places arbitration in case of disputes. ing a response in terms of legal has little to do with what it says education to globalisation and its it does, and after unsuccessfully CENTER FOR consequences. These conse- trying to resolve the issue be- TRANSNATIONAL LEGAL quences are absolutely crucial hind closed doors, he decides to STUDIES (CTLS) in contemporary legal practice call a press conference in which This imaginary ‘real life’ event and require lawyers to work in he exposes the multinational’s was used to begin the academic environments different to the one dirty laundry to public gaze. The year at the Center for Transna- in which they received the bulk of company immediately fi res him, tional Legal Studies (CTLS). For their legal training. after which he goes to the Inter- three days the students and Working in these environments, 50 national Chamber of Commerce teachers at the centre simulated and with rules that a priori

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Practising in a globalised world

ALEXANDRE IBÁÑEZ (AGT 06) Shanghai Offi ce Cuatrecasas, Gonçalves Pereira (China) “China still cannot be regarded as a state run according to the rule of law, but instead it is a state governed by law. It has made great strides over recent years, but it still needs to improve its legal system. “In addition, the law in China was part of the bureaucratic framework of government until 1992; since then fi rms have been privatised. Their legislative framework has been rolled out gradually as it has to adapt to modern international law. “Finally, international fi rms like ours are under some restric- tions in our operations, so we need to know and work with local offi ces, identifying how they work, as this is the only way to ensure that our clients are getting quality advice.”

DANIEL LANDALUCE (Lic&MD 99) Lawyer and Director of the Spanish Desk at Landwell- PricewaterhouseCoopers in New York (United States) “Lawyers in the United States share are unfamiliar, entails a lot of It is also essential to be able to many of the techniques and skills things. In addition to being ﬂ u- integrate the systems into their of an entrepreneur. Networking here ent in the language (which for social environment, the impor- becomes a real science. the present in global practise tance of which extends from the “Moreover, the U.S. market, es- means English), it is of course way of interacting with the parties pecially in New York, is extremely necessary either to know the to the inculturated interpreta- demanding in terms of both quality fundamental principles of tion of the rules. For example, and immediacy of service. In the the system in which you are in the case described above it area of taxation American clients operating or be able to acquire was crucial to understand that will not accept any kind of ambigui- this knowledge. It should be the possibility of submitting an ty and try to determine the odds of borne in mind that the differ- employment agreement to private success or failure almost mathe- ences between systems are not arbitration is consistent with the matically. In return, lawyer fees are merely, or indeed mainly, about particular conception of indi- much higher.” the content of the laws that vidual freedom that deﬁ nes the make them up, but rather are American legal culture, when by concerned with questions of contrast it would not be accepted structure and functioning. in many European countries. 51

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PATRICIA SAIZ (Lic&MD 01) Weil, Gotshal & Manges LLP. New York (United States) Plus to all of the foregoing you and nobody was helped by getting “In my experience, the things have to add the need to be ready down tomes on laws and codes the American market most val- to move in the dense network of that they “knew”. The person ues in a lawyer are technical national, sub-national, regional, who did best was the one who knowledge, business profi le international and informal or soft best understood the logic of and availability. Technical law and legislation, which make the applicable laws, precedents knowledge is a prerequisite up the usual setting for interna- and doctrines, who thought the for any lawyer regardless of tional legal practice. process through strategically, the jurisdiction in which they All these things are covered at who was able to navigate the practice, but it is especially the CTLS, a centre led by George- interaction between formal and relevant in a market charac- town Law together with a dozen informal rules, who was sensi- terised by specialisation. As other founder law schools, among tive to the facts of the case, who for the business profi le, it is them ESADE. Teachers and captured the social and cultural essential that the lawyer has students of different nationali- foundations of the laws, and a practical approach, that ties, languages, legal systems who expressed all of the above they are creative in solv- and cultures, religions, races, through persuasive argument ing problems and that they etc. come together in this centre and language. understand and prioritise the to work on extremely varied top- These are the skills that teaching business needs of their client. ics, ranging from terrorism laws should emphasize if it wants Finally, I’d stress the impor- to securities market regulations, to turn out good and global tance of availability and ac- from international banking to lawyers, whether to advise large cessibility, twenty-four hours a professional ethics. companies or environmental day, seven days a week.” organizations, whether to defend What is common to the CTLS’s executives or victims of human ALEJANDRO GENÉ activities is the comparative or rights violations, whether to suc- (DIN 05) transnational perspective ceed in world trade or to fi ght for Legal Advisor. Cel- world justice. gene International. The great advantage of globalisa- Boudry (Switzerland) What is common to the different tion for legal education is that “Although it is modules and activities at CTLS is it now makes evident what was located in Switzerland, the area not the subject matter itself but already true before. That is to of responsibility of lawyers at the perspective, which is neces- say, for a lawyer the most im- my company is global. In this sarily comparative or transna- portant thing is not knowing the context, it is essential to be tional. This perspective makes it laws. It is knowing how to think fl uent in English (since it is the possible to overcome the dogmas about them. working language). Apart from of traditional legal education that this, what’s required is a lawyer is unfortunately still too rooted who is capable of working in a in the 19th century idea that the multinational environment and best lawyer is the one who best can therefore successfully inter- “knows” the laws of his country act with people from different and, if possible, by heart. countries and cultures, someone So the centre is important and who has a solid understanding hence it is also important that of international law, knows the ESADE is involved in this and business environment and is other similar projects. solutions oriented. As for the dif- Take for example the case at the ferences between working in one start of this article. Mere memory place as opposed to another, was of little assistance to those there’s no doubt that the biggest of us who as students and teach- one is the timetable and the ers took part in the simulation, option of working from home. Generally speaking, people get to work earlier, take less time for lunch and leave work earlier than is the norm in Spain. Further- more, it is not at all unusual for people to work from home one or 52 two days a week.”

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Eugeni Gay, Constitutional Court judge “Regulating access to the profession is essential” CONSTITUTIONAL COURT JUDGE EUGENI GAY CLOSED THE ESADE LAW FACULTY CAREER FORUM, AN EVENT AT WHICH STUDENTS FINISHING THEIR DEGREES OR DOING MASTER’S AND OTHER POSTGRADUATE PROGRAMMES IN LAW CAN MEET WITH LAW FIRMS.

When you fi nished studying The profession is undergoing cation that provides materials law, what did you think your major changes: what have been and tools to work with. But a lot career would be like? Did you the most important ones? of things about being a lawyer imagine you’d end up on the The single bar licensing you learn with the practical ex- Constitutional Court? system, accommodating legal perience of doing the job which I chose to study law because I aid duty times, the Free Legal universities can’t teach you. saw the profession as defen- Aid Act, the establishment ding people. You can imagine of schools for legal practise What advice would you give many things when you fi nish, (editorial note: 68 schools were to recent graduates? but I can say I’ve felt fulfi lled established during Eugeni Gay’s If you have a vocation, then by practising law. You can never presidency of the General Bar nourish it. You’ll have easy guess what your future holds. Council), establishing new times and very tough times, but bar offi ces throughout Spain, the balance in the profession is Is a lawyer also in some regular holding of the National always positive. We’re at a time ways a businessperson? Bar Congress, the General Bar of change in which lawyers face When I fi nished my degree the- Statute, and the transposition many challenges, a climate of re were no large fi rms. The only of three EU directives on diplo- crisis, technological advances, kind of large-scale practise was mas, free provision of services competition and so on. And we the labour law offi ces that sto- and free establishment. lawyers will always be there to od in for the free trade unions, preserve the legal framework then non-existent, doing great What needs to be done to of justice. social and defence work. revitalise the judiciary? University graduates of the time We have to think very seriously who wanted to practise law about modernising the system saw the need to work together of justice, not only in terms of in order to offer more compre- speed but also a paradigm shift hensive advice. In those days, in access to the judiciary and being a lawyer meant being a a training program for judges, completely liberal professional; as well as providing them with we weren’t allowed to sign up adequate resources. We could for the Social Security, you had learn a lot from the English and to deal with the Inland Revenue German models. about tax obligations and you had at least one secretary to What do you think about the new pay for. Being a lawyer has law on access to the profession? always had an entrepreneurial Regulating access to the pro- and risk component, provided fession is essential; it was one you accept the risk of having of my biggest challenges during clients and giving them appro- my term as Council President. priate professional services. A lawyer needs a university edu-

053 Espacio juridico2_ING.indd 53 7/4/10 18:26:17 ALUMNI GIVING BACK

Alumni Giving Back Film Forum Excellent attendance and discussion

AFTER 12 SESSIONS THAT HAVE COVERED A WIDE RANGE OF ISSUES AND HAVE BEEN ATTENDED BY MORE THAN 700 PEOPLE, THIS PROGRAMME IS NOW ONE OF THE KEY FEATURES OF THE ALUMNI GIVING BACK PROJECT.

he Film Forum seeks exclusion. The common denomi- Training at the Institute for Social objectivity in its introduc- nator for all of them is the use of Innovation at ESADE, and featured T tory presentations, variety artistic expression in its different Diego Torres (Lic&MBA 88), Asso- in its attendees, respect for all forms as a tool for transfor- ciate Professor in the Department opinions and the inclusion in mation in order to nurture the of Business Policy at ESADE and the discussion of a wide range individual development of their author of the book El arte de inte- of social subjects designed to members and their development grar (The Art of Integrating). Prior engage the ESADE community as a community. to the colloquium the documentary and people in general. The event was moderated by Al- Favela Rising was shown. It depicts To that end four sessions are fred Vernis (Lic&MBA 88), Asso- the career of a young man living in scheduled for the 2009-2010 ciate Professor of the Department a favela (squatter settlement) in Rio academic year dealing with of Business Policy and Head of de Janeiro who one day decides to subjects as varied as contemporary population migration and its realities and climate change and About Alumni Giving Back’s Film Forum its future consequences.

ART AS A SOCIAL The Film Forums run by Alumni Giving DRIVING FORCE Back over the last four years provide an On 17 February the session opportunity for discussion and debate. entitled Art as a social driving A different topic is covered at each one force for change was held at and a ﬁ lm connected with the topic is shown. ESADEFORUM, where several Each session is accompanied by a discussion projects were presented that and a talk by a leading expert in the material. 54 work with groups at risk of social

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Film Forum. 2009/10 academic year ESADE’s 01/10/09 Population migration and its realities. Screening: Los que se quedan. Guest: Carlos Rulfo, the ﬁ lm’s director. Social Action

15/12/09 Climate change and its future consequences. Screening: invites alumni The age of stupid. Guest: Laura Silvani, a biologist with a Master’s degree in environmental communication and an NGO advisor in this ﬁ eld. to take part

17/02/10 Art as a social driving force. Screening: Favela Rising. Guest: Diego Torres, author of the book El arte de integrar.

20/04/10 The role of women in military conﬂ ict. Screening: Pray the devil back to hell.

start a campaign against weapons and NGOs with which its alumni and drug traffi cking. He founds can work. Three organisations the AfroReggae band which starts have been chosen, Fundación Balia running percussion and dance por la Infancia (in Madrid), Acció workshops for children and young Solidària contra l’Atur and Fundació people from the favela and gets Amics de la Gent Gran (in Barcelo- many of them to move away from na and Sant Cugat), and two-year the world of organised crime. “Mu- cooperation agreements have been sic, culture and information are a signed with them covering 2010 positive model for young people,” and 2011. One of the fi ve lines of action in says the fi lm’s main character. ESADE’s corporate social respon- WE LOOK FORWARD sibility plan consists of develop- SPECIFIC AND TO SEEING YOU! ing a social action programme DOCUMENTED To that end we will soon be putting addressed to leading foundations EXPERIENCES out a call for alumni volunteers to and NGOs with which its alumni After the fi lm El arte de integrar work with these two organisations. can work. Three organisations was presented, a book in which There is a wide array of options have been chosen, Fundación Professor Diego Torres looks ranging from occasional participa- Balia por la Infancia (in Madrid), at thirty international cases of tion in simple but crucial campaigns Acció Solidària contra l’Atur and social inclusion through culture such as Rosas contra el olvido run Fundació Amics de la Gent Gran and art. During his talk, the by Amics de la Gent Gran to much (in Barcelona and Sant Cugat), author noted that these projects greater involvement in the advisory and two-year cooperation agree- are very diverse in terms of both board of Acció Solidària contra ments have been signed with cultural activities and social l’Atur. Furthermore, both organi- them covering 2010 and 2011. problems. All of them have a sations will be included in Alumni positive impact on the realities Giving Back’s regular activities WE LOOK FORWARD with which they work and achieve alongside the pro bono consultants TO SEEING YOU! benefi ts for the people involved. programme and the Film Forum. To that end we will soon be An expert in corporate spon- putting out a call for alumni sorship, Torres highlighted the volunteers to work with these potential of the positive syner- two organisations. There is a gies generated by culture and wide array of options ranging social action. from occasional participation in After his talk there was a simple but crucial campaigns discussion during which event such as Rosas contra el olvido attendees shared their views and run by Amics de la Gent Gran to experiences which highlighted the much greater involvement in the enormous individual and collective advisory board of Acció Solidària potential of art and its capacity to contra l’Atur. Furthermore, both transform reality. ESADE’s Social organisations will be included Action invites alumni to take part in Alumni Giving Back’s regular One of the fi ve lines of action in activities alongside the pro bono ESADE’s corporate social respon- consultants programme and the sibility plan consists of develo- Film Forum. ping a social action programme addressed to leading foundations 55

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Eugènia Bieto put forward as new Director General of ESADE The proposal to appoint ESADE’s current Deputy Director General, Eugènia Bieto (Lic&MBA 73 and PhD 08), has been endorsed by the ESADE Foundation Board of Trustees.

The ESADE Foundation Board A DECADE LEADING ESADE of Trustees opened the On completion of Losada’s nomination process to appoint second four-year term in 2008, a new Director General in the Board of Trustees asked him replacement of Carlos Losada to stay on in his post in order to (Lic&MBA 81 and PhD 03) in consolidate the projects he had February. Eugènia Bieto was begun, including the new ESADE formally nominated in March campus at Sant Cugat del Vallès About Eugènia Bieto after the submission of the and the ESADE Creapolis open mandatory, though not binding, innovation centre. Thus Losada Eugènia Bieto comes from Carlos Losada’s reports from faculty and the will cease to be Director General managerial team. At present, in addition to being board. The proposal was then at the start of the 2010-2011 Corporate Deputy Director General she is also an ﬁ nally conﬁ rmed at the Board of academic year after, in the words Associate Professor in the Department of Business Trustees meeting on 16 March. of Pedro Fontana (Lic&MBA Policy. An expert in Corporate Entrepreneurship, Eugènia Bieto will move into her 74), president of the Board of she was Director of ESADE’s Entrepreneurship new job on 1 September for a Trustees, “completely achieving Centre from 1997 to 2008. four-year term. all the targets established”.

Francisco Longo Henry Chesbrough appointed member joins ESADE of UN Committee Henry Chesbrough, professor of Experts and executive director of the Center for Open Innovation at Francisco Longo, Professor and Director of the Haas School of Business ESADE’s Institute of Governance and Public at the University of California, Management, has been appointed to the Berkeley, will give classes on UN Committee of Experts on Public various ESADE programmes Administration for a such as the MBA, Executive four-year term. MBA and PhD. Chesbrough, Longo will be the who has already taught his ﬁ rst only Spaniard on the sessions at the Sant Cugat committee, which is campus alongside Professor made up of 24 world Wim Vanhaverbeke, says authorities. Along he chose ESADE “because with his colleagues, it’s one of Europe’s leading Longo will advise the management schools”. Economic and Social ESADE’s investment in the Council about interna- Creapolis centre was a tional socioeconomic decisive factor for the father and management students in issues and promote of “open innovation”, because the development of innovative policies among UN it is a “laboratory which gives ideas and their application to 56 member states. valuable support to companies new business models.”

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His Majesty the King of Spain ofﬁ cially opened the Alumni Business Encounter jointly organised by ESADE, Deusto and Comillas ICADE in Madrid.

longside King Juan Carlos Santander, and entitled Sector- Cornerstones of a new econo- I, the event was also at- by-sector analysis and business mic model was the title of the A tended by Second Deputy competitiveness, featured Sol second roundtable, chaired by Prime Minister and Minister of Daurella (Lic&MBA 90), Vice- Ángel Cano, CEO of the BBVA Economy and Finance Elena President and CEO at Cobega, Group, and featuring Eva Castillo, Salgado. They were accompa- Santiago Bergareche, President Executive Director at Telefónica nied by ESADE Director General of CEPSA and a Deusto alum- and a Comillas-ICADE alumnus, Carlos Losada (Lic&MBA 81 nus, José Manuel Machado, Pedro Luis Uriarte, board member and PhD 03), Deusto Dean Chairman of Ford Spain and a and graduate of Deusto Business Jaime Oraá, SJ, and Comillas- Comillas-ICADE alumnus, and School, and Francisco Javier ICADE Dean José Ramón Andrés Arizkorreta, CEO at CAF Mena, Professor of Economics at Busto, SJ, who as the leaders and a Deusto alumnus. ESADE-Universitat Ramon Llull. of their universities shared their viewpoints and underlined the academic world’s role in creating a new economic model for Spain. In his speech the King stressed “the major role universities and business schools play in the present and future progress and wellbeing of Spain.” The event also featured an encounter entitled Building a new economic model at which around 2,000 ESADE, Deusto and Comillas- ICADE alumni discussed how to solve the current economic crisis at two roundtables. The ﬁ rst of them, moderated by Alfredo Sáenz Abad, CEO and Vice-Chairman of Grupo 57

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Antoni Brufau at the ESADE-Caixa Catalunya Dialogues at La Pedrera The Chairman of Repsol and Vice-Chairman of Gas Natural Antoni Brufau spoke at the second session of this series with a lecture titled Today’s energy challenges.

Brufau centred his talk on Brufau advocated a “more “sustainability”, though he technical and less political” highlighted the risk of designing debate to tackle all the “non- an “unsustainable” economic positive” aspects of this energy model with sectors “that are not source and thus be able to competitive”. implement appropriate solutions. Brufau suggested three The event also featured Xavier cornerstones on which to base Mendoza (Lic&MBA 79), ESADE the Spanish energy framework: Deputy Director General and “reliable supply, respect for the professor, who after Brufau’s environment and a competitive opening talk put the audience’s system”. As for nuclear energy, questions to him.

Video and photo gallery for the event at: http://www.esade.edu/web/esp/newsevents/news

ESADE receives UN looks for staff Brazilian ambassador in Law School

The Brazilian Ambassador to Spain, Paulo Cesar The ESADE Law School has received a visit from a UN delegation headed de Oliveira Campos, gave a talk at ESADE’s Madrid by Martha Helena López, the Director of the Strategic Planning Unit of the campus in which the topics he covered included organisation’s Offi ce of Human Resource Management, and Ambassador this May’s 6th European Union–Latin America and Fernando Morán Calvo-Sotelo. The session included various presentations the Caribbean Summit, pointing out that “Spain and workshops geared towards students and alumni from the Master in will be the intermediary in dialogue between Latin International Business Law, the LLB and other ESADE Law School pro- America and the EU”. grammes. Delegation members illustrated their respective programmes Economic relations between Brazil and Spain also and the professional profi les they seek to recruit. There were also three featured in his talk. With many big Spanish fi rms workshops about how to apply for a post at the UN and professional operating in Brazil, he explained that “the challenge career options within the organisation. now lies in making political talks reach the level of our dialogue in other areas”. 24 multinationals at ESADE’s MBA Career Week

During the event the compa- second stage MBA programme nies had the chance to meet students, attended the Week. students and recruit their New faces included the Clinton future managers. Roche Farma, Foundation, founded by former Zurich Financial Services, Louis US President Bill Clinton. The Vuitton, Nestlé and Disneyland organisation selects executives Paris were just some of the 24 with management training to multinationals which, along- apply business principles to its side more than 300 ﬁ rst and programmes. 58

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‘Market, poverty and inclusive Haiti and business’ international conference the ESADE The ESADE Institute for Social Innovation and community the Social Enterprise Knowledge Network (SEKN) jointly organised this conference. After the terrible tragedy of the earthquake in Haiti, the ESADE community showed its concern The event was divided and solidarity with the victims into four debate ses- of this disaster by encouraging sions and began with all lecturers, administration and an introduction from service personnel, students ESADE Director General and alumni to run activities Carlos Losada (Lic&MBA in order to raise awareness, 81 and PhD 03). In the discuss these kinds of situ- opening session, which ations and foster active and discussed markets and well-informed solidarity. ESADE inclusive business, the also donated €60,000 divided SEKN Award 2010 was equally between In termón, presented to two people Médicos Sin Fronteras, Cáritas who had the vision to set and the Red Cross. up SEKN: James Austin, Eliot I. Snider and Family Professor of Business Administration, Emeritus at the Harvard Business School, and Stephan Schmidheiny, the founder of the AVINA Foundation. Then came the four debate sessions that dealt with inclusive business in Latin America, the role of Spanish multinationals in the area, microﬁ nance analysis and the evolution of international aid and the ﬁ ght against exclusion in Latin America. Participants in these debates included Antoni Ballabriga (Lic&MBA 91), Head of Corpo- rate Responsibility for BBVA, Juan López de Uralde, Director of Greenpeace, Michael Chu, Senior Lecturer at Harvard Business School, Alfred Vernis (Lic&MBA 88 and FGAL 90), Head of Training at the ESADE Institute for Social Innovation, and Ignasi Carreras (SEP 06), Director of the ESADE Institute for Social Innovation.

ESADE social action

One of the fi ve main planks of ESADE’s corporate social responsibility plan is a programme The organisations of social action addressed to foundations or NGOs which enable us to engage people and • Fundación Balia por la Infancia: foundation that promotes groups from our community and offer them a the integrated development of at-risk children and teenagers. chance to help (volunteer work, visits, training, It runs care and prevention educational projects to foster the consultancy services, donations, etc.). After social inclusion of disadvantaged youngsters. holding an internal vote, the selected organi- www.fundacionbalia.org sations are Fundación Balia por la Infancia (in • Acció Solidària contra l’Atur: foundation which helps Madrid) and Acció Solidària contra l’Atur and the unemployed by driving job creation and fi nancing self- Fundació Amics de la Gent Gran (in Barcelona employment and micro-enterprise projects. and Sant Cugat) and agreements have been www.acciosolidaria.cat signed with them for two years (2010-2011). • Fundació Amics de la Gent Gran: volunteer organisation We would encourage you to fi nd out more that works with senior citizens who are alone, isolated or about them and help with a project that is disadvantaged in order to improve their quality of life. open to all (lecturers, administration and serv- www.amicsdelagentgran.org ice personnel, students and alumni). 60

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Solana at the ESADE Chair in Leadership and Democratic Governance At the opening of the ESADE Chair in Leadership and Democratic Governance course, and before an audience of over 500 people, Javier Solana called for Europe to play the role of “world governance laboratory”.

In his fi rst public lecture otherwise “there will be even in Spain since leaving his more fi nancial diffi culties in post as High Representa- the international market”. tive for Common Foreign The Chairman of the ESADE and Security Policy of the Centre for Global Economy and European Union, Solana Geopolitics also commented said that the world has on international current affairs. stopped being unipolar and The session was attended by is now multipolar. This, he Jordi Pujol, former President warned, is “extremely risky” of Catalonia and holder of the unless power structures that ESADE Chair in Leadership guarantee world peace are and Democratic Governance, created. Turning to Europe, Ángel Castiñeira, Director of Solana called on EU member the Chair, and Carlos Losada Video and photo gallery for the event at: http://itemsweb.esade.edu/wi/Events/ states to “set up and comply (Lic&MBA 81 and PhD 03), Leccion_Inaugural_J_Solana/index.html with the Stability Pact” as Director General of ESADE.

3rd series of Deloitte-ESADE ESADE hosts BALAS Conferences kicks off 2010 conference

The Chairman of Ford España, José Manuel Machado, began the 3rd series of conferences The Business Association of Latin American Studies’ an- jointly organised by Deloitte and ESADE. nual conference, held from BALAS ANNUAL CONFERENCE 2010 24 to 26 March, brought The Coming Age of Regulation & Corporate Response Speaking in Madrid, he set out the Machado also spoke about the together business leaders March 24-26, 2010 factors that guide Ford’s strategy domestic automobile industry and academics to discuss under the umbrella message “One and noted that the sector and the the issues affecting the Ford” and how they shape and authorities need to help cut logis- economies of countries turn this message into reality. tics costs. He then outlined what in Latin America and the car makers’ association ANFAC Caribbean. believes is necessary to enhance The conference was and drive the sector. presented by Eugènia The ﬁ rst Deloitte-ESADE Confe- Bieto (Lic&MBA 73

rence 2010 was also attended and PhD 08), Corpo- BALAS 2010 SPONSORS by Pedro Navarro (MBA 67), rate Deputy Director Conference Global Sponsor: With the collaboration of: Executive Vice-President of the General at ESADE, ESADE Foundation Board of Trus- Esteban Brenes, Presi- tees, Marcel Planellas (PMD 87), dent of BALAS, Xavier General Secretary of ESADE, and Mendoza (Lic&MBA Juan José Roque, Products and 79), president of the conference and Associate Director Services partner at Deloitte. General at ESADE, and Roser Clavell, Deputy Minister for For- eign Affairs and Aid in the Government of Catalonia.

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Constance Lütolf-Carroll attain success. newskillsto thinking andlearn needs tomasternewwaysof sive generationofentrepreneurs the gamechange;eachsucces- of therules emerge, portunities andnewop- society progresses Indeed,as given timewillvary. andatany in anygivenindustry forsuccess the skillsetrequired gate, get yououtofthestarting willtosucceed While astrong perseverance, anddetermination. vision,passion, ous supplyare I entrepreneur needsingener- entrepreneur qualitiesan most important t iscommonwisdomthatthe in the21stCentury E member of the atESADBusinessSchoolanda isaLecturer Constance Lütolf-arroll [email protected] many failed attempts. As iswellknown,forevry stellarsuccssstory, therar enticing, thrarmanypitfalls alongthew of creating one’sowncompany anditspotentialrew Entreprnurship hasvrbeeasy. Whilethsatisfaction company basedinSwitzerland. cofounder, memberofNetspanAG,atechnology principal,andboard T Executive EducationinFinland,SeoulchoolofIntegratedcienceand of professor at other business schools, including echnology (a M anagement in the ntrepreneurship SSIST B usiness ) in N S etherlands, outh P olicy K orea, and D science orengineeringwillbejust mastering thebasicsofbusiness, 1motorcarracing, or Formula sectors, suchasbiotechnology intensive operating inresearch For today’shigh-techentrepreneur sophisticated. become evermore have theirvisionintoreality turn to they needtomasterinorder theskills mined entrepreneurs, fordeter- opportunities more opens ever ogy of the new century Butwhilethetechnol- living room. tive idea(ortwo)inagarageor aninnova- past, canspringfrom success stories,likethoseofthe Many stillbelievethattomorrow’s epartment. H elsinki SDA S I n addition, she is visiting

chool of Economics B R occoni in otterdam I taly. S chool S he is industry, in order to avoid having having avoid to order in industry, inthe establishedpartners from perhaps outside, them seek to want tohavethem,butprefer in-house. Indeeditmaynoteven for successfulcommercialization needed have alltheresources willnot normally A newventure development skills. rights management,andbusiness (IP) tracts, intellectualproperty con- incommercial legal expertise and negotiatealliancesrequires alliances. T through to “leverageforgrowth” also needstounderstandhow the beginning.Theentrepreneur o properly structure structure o properly ay tosuccess. ards are 6/4/10 16:15:24 BUSINESS CASES

Constance Lütolf-Carroll during a session of ESADE’s MBA

to spend the time and resources For the 21st century entrepre- business development, how to developing them on its own. For neur, leveraging for growth means negotiate and structure strategic example, on-line game develop- coming to grips with how to create alliances, and how to manage net- ers may look to contract pro- and manage alliances with third works of collaborations success- grammers and graphic designers parties through licensing agree- fully. Most importantly, the mem- in South Korea, or biotechnology ments, co-development partner- bers of such an entrepreneurial startups in The Netherlands ships, (so called “contractual team must have the humility to might farm out clinical trials to relationships”), or by equity joint realize what they do not know and contract research laboratories ventures, mergers, and acqui- seek expert advice early. in the United Kingdom. More sitions (equity shareholding agree- and more, even basic R&D ments). It goes without saying What are the ins and is being shifted offshore to that the entrepreneurs leading outs of structuring emerging countries like China, the venture need an astute high-technology and India, where scientists understanding of how to man- alliances? are abundant and the labor of age a team of multidisciplinary The process of creating alliances their brains cheaper than in the specialists from a wide variety of involves a quid pro quo with third developed world. professions. They need to learn parties (i.e. what’s in it for me?

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what’s in it for you?). To be worth- and go beyond the realms of time, it needs to decide on while, alliances need to make traditional discounted cash terms and conditions for these commercial sense for all parties flow taught in basic corporate IP negotiations with others in to the relationship, if not right finance courses. In structur- order to bring in the necessary away, then at least over the long ing high-technology alliances, resources to lay the proper term. Successful alliances create the art of valuation surpasses foundation for growth. Getting economic value which is fairly the science of finance. To do these ingredients right is dif- distributed to the parties involved. early stage venture valuation ficult at best. This is easier said than done. The requires skills in imagining the Structuring deals requires find- equitable partitioning of the re- future and an ability to think ing mutually satisfactory solu- wards of high-technology alliances usually takes place under conditions of extreme uncertainty. In It is also normal and to be expected that the high technology markets, regulators goals of any collaborative alliance will change are typically playing catch-up to the over the lifetime of the relationship industry leaders. The technology itself is often evolving rapidly, with competitors leapfrogging from one contingently about a range of tions so that the interests of technology curve to another. It is possible outcomes. For exam- multiple parties are served. The difficult, if not impossible, to predict ple, if this clinical trial research design of a strategic alliance customer sales, acceptance and result occurs, then what will be depends on many related fac- adoption rates looking out three to our likely market growth for that tors. For instance, one factor is five years for a high-tech product pharmaceutical application? ascertaining the strategic intent (e.g. medical devices) and perhaps The “what ifs” of forecasts (shared vision and purpose) ten to fifteen years for a new drug need to be qualitatively catego- for the collaboration and being product (e.g. biopharmaceuticals). rized, the risks assessed, the aware of the separate goals and In a world of uncertainty and financial outcomes simulated, aims of each party to the nego- high technological risk, the and to the extent possible, tiation. Other important factors valuation issues are complex, given the current state-of-the to consider are the criteria and art, quantified. To overcome the selection process for picking the uncertainty inherent to these alliance partner, the composi- sorts of strategic contractual tion of the alliance team, and relationships, alliance negotia- the choice of external advisors. tors and their legal advisors Many deal design and struc- often insert contingent claim turing issues are interlinked; mechanisms such as “earn they depend on the external outs”, “warranties”, and “mile- and internal firm context, deal stones”. These boil down to contents, risks, size of invest- ways to hedge risk and make ment, strategic importance of financial payouts according to the alliance, and the perceived what evolves in the future. complexity, urgency, and time Meanwhile, despite the un- frame to reach an agreement. A certainty, the fledgling venture systems approach is required. team needs to take decisions Changes in one part of the on what intangible assets to system will cascade and impact license (rent), sell outright (as- other interconnected parts. sign) or share (place into a joint Research shows that careful venture company or special planning and implementation purpose vehicle). At the same of the joint venture or alliance

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launch will enhance the odds of success. It is also normal and to be expected that the goals of any collaborative alliance will change over the lifetime of the relationship. The alliance team needs to be aware of the dynamics of the relationship and have contingency measures in place to terminate the alliance if the need arises. For many start-ups the most important assets they own are intangible: the skills and know-how of their people, the relationships they share, and the informal routines and processes they have developed to generate the creative output of the firm. Translating that know-how into protected intellectual property (e.g. patents, trademarks, copyrights, registered design rights, and trade secrets) is a necessary first step to secure the viability of the firm. Although ideas cannot be patented, the people involved in developing the ideas can be tied to confidentiality agreements and non-compete contracts. Conducting an intellectual property audit an on-going basis is highly recommended. Carrying out a patent search in the early phases of a research proposal We have shown how modern can save time and avoid wast- high-tech entrepreneurs need ing resources on areas already to adopt a broader mindset and covered by existing patents. acquire a multidisciplinary skill Start-ups can ill afford to rein- set that goes beyond traditional vent the wheel. Patent search- education. The clear trend es and conducting competitor is for leading universities to For more information intelligence gathering will help create more interdisciplinary Lütolf-Carroll, C. with the clarify the strategic growth programs. The 21st century en- collaboration of A. Pirnes and options of the firm. It also will trepreneur needs to recognize Withers LLP. (2009). From innovation to cash flows: Value help management decide on the importance of developing creation by structuring high the best approach for filing for a multidisciplinary team whose technology alliances. Hoboken, patents or other types of IP members share mutual trust New Jersey. John Wiley & Sons. protection. and a common vision.

062-065 Casos Empre_ING.indd 65 6/4/10 16:16:13 ADVERTORIAL

A genuine experience in Montseny Nature Park

Hotel El Montanyà Resort & Spa is in Montseny different bespoke activities that build and Nature Park, just 45 minutes from the centre consolidate your work teams. of Barcelona and one hour from Girona. Its fa- Our specialists will advise you about how to cilities and service contribute to the success of achieve utmost effectiveness in your activities meetings and events of all kinds. Its 22 rooms during your stay at the Resort. with different capacities feature multi-purpose and flexible layouts, meaning there are no limits CREATIVE ACTIVITIES in organising incentives and congresses. One of the main goals of these activities is to Montseny Nature Park, a biosphere reserve, is develop innovative ideas to boost company the Resort’s star attraction. Its peacefulness performance, driving sales, fostering brands and abundant nature are the ideal setting for and generating value for employees. Another forging special bonds between members of is to create fresh and creative experiences your work team, increasing their motivation and which enable target consumers to experience improving performance which redounds to the your brand through an emotional bond. benefit of the company. We also offer coaching sessions which open With the arrival of spring, the Resort’s surroun- up new ways of thinking and acting when con- dings become the ideal location for running fronted by common business problems.

066-067 Publi Montanya_ing.indd 66 6/4/10 16:17:18 ADVERTORIAL

You can also take part in our treasure hunts and brain benders. They are designed to enhance integration and communication between the most important assets of any company: its people. Finally, if you’re looking to nurture personal relations and make teams more cohesive, the Hotel also has a range of teambuilding and group dynamics activities through which the company can drive and analyse key aspects such as team working, motivation and negotiation.

INCENTIVES FOR COMPANIES Hotel El Montanyà Resort & Spa offers the chance to do activities that incentivise work teams in order to ensure that the experience is genuine and personal to each participant. ADVERTORIAL The Resort features paintball areas, outings SPORTS AND LEISURE FACILITIES to discover Montseny Nature Park on quad After a hard day’s work, you can relax at the bikes, in 4WD vehicles, by Nordic walking or complex’s sports facilities which include one on mountain bikes, and also the opportunity natural and one artificial grass football pitch, to test out team coordination with our night- a sports centre, three tennis courts, a spa time orientation activities. & fitness centre and an 18-hole golf course Other more sensory incentives or workshops where you’ll be able to switch off from your are the wide array of tasting sessions we can daily routine. Get in touch with us and we’ll be run, from traditional wine and cheese to more delighted to give you full information and meet innovative ones such as olive oil, chocolate, your needs in a personalised way. We look coffee, tropical fruit, etc. forward to greeting you in person.

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066-067 Publi Montanya_ing.indd 67 6/4/10 16:17:24 ANALYSIS

‘Fuzzy’ marketing Understanding the Chameleon-like Consumer

(Lic&MBA 99) Has a PhD in Marketing from the University of Edinburgh and is currently Associate Professor of the Department of Marketing Management at ESADE. She has published in various specialist journals and won an award at the 32nd SGAI International Conference on Innovative Techniques and Applied Artiﬁ cial Intelligence. THE CONSUMER IS CHAMELEON-LIKE. IN FACT, THE ONLY CONSTANT IN THEIR BEHAVIOUR IS THAT THEY BEHAVE IN MANY DIFFERENT WAYS. THEY CAN CHANGE THEIR PERCEPTION OF A

Collaborates as a Professor at ESADE and the BRAND, THEIR PREFERENCE FOR A University of Barcelona on executive programmes about marketing, retail research and consumer behaviour, PRODUCT AND THEIR FREQUENCY OF issues on which he has focussed during his career. At PURCHASE BASED ON THE TIME, THE present he is a partner at the marketing and research consultancy Salvetti & Llombart. BORJA MARTÍN MÒNICA CASABAYÓ DAY OR THE SITUATION.

hen researching body. Thus our bodies also talk new deodorant or remember consumers there are a about our sensations, emotions exactly which websites they W number of factors that and feelings. In short, you could checked out before buying their have to be taken into consid- say that maybe we can learn new car. Freud put forward the eration. more about the market by ob- term “unconscious motivation” serving it than by listening to it. to refer to the “inability of a THE CHAMELEON-LIKE person to report at least one of CONSUMER “SPEAKS” THE CHAMELEON-LIKE the reasons for certain conduct” WITH THEIR VOICE CONSUMER IS NOT because the person is not fully AND BODY ALWAYS AWARE WHY THEY aware of them. Following this In the 1960s, Dr. Albert Me- DO THINGS line of thought, Zaltman argues hrabian developed a model to 75% of purchases are decided that the purchase decision is explain face-to-face communica- at the point of sale. Not always largely governed by subcon- tion. The UCLA professor came does a consumer or customer scious thoughts or, to put it up with the 7/38/55 rule, which know why they’ve bought that another way, without the person said that 7% of any message is toothbrush, and nor can they being aware of it. As consumers conveyed through words, 38% say with any precision how many cannot communicate, predict, by tone of voice and 55% by the times a month they will buy a understand or analyse their non-

068-071 Analisis_ing.indd 68 7/4/10 18:45:48 ANALYSIS Understanding

evident needs, they are, at best, within a month and today you clude that the actions it should the Chameleon-like mere facilitators of opinions are interviewed or given a ques- take to approach this segment (Gimmy and Casabayó, 2008). tionnaire. When asked about should be different. your age, the options are as Consumer THE CHAMELEON-LIKE follows: 30-39, 40-49, 50-59, THE CHAMELEON-LIKE CONSUMER IS NOT 60-69, 70+. You check 59... But CONSUMER IS NOT A MATHEMATICAL within a month you’ll be 60. PROFESSIONAL ON YOUR While in qualitative research Will you change that much in TEAM; THEY ARE A there are difﬁ culties in interpret- a month so that you should CONSUMER ing consumer responses due to move into another category? If a A few years ago consumers their increasing ambiguity, this company analyses this data and were used as sources for inno- problem also crops up in quanti- due to its segmentation strategy vation, but innovation is not tative research. Take someone’s considers that people aged age, for instance. Often we try 60-69 will behave differently to to classify people according to people aged 50-59, it will con- their age, and to classify a person you have to ask them using a range or for an exact number. Imagine that it is your birthday

068-071 Analisis_ing.indd 69 7/4/10 18:45:50 ANALYSIS

What consumers are like

MAURO RIBÓ (Lic&MBA 94) Meal Solutions & Bakery Marketing Manager PEPSICO Iberia In the food and beverages sector, consumer decisions are much more conscious and polarised. Someone who at certain times and in certain categories will behave very rationally and seek to save will on other occasions be moved by hedonistic and impulsive drivers. Both are logi- The presentation of Fuzzy Marketing: Understanding the Chameleon-like Consumer in Barcelona was attended by the book’s cal responses to fear of a more authors, Mònica Casabayó and Borja Martín, Núria Agell, Professor in the Department of Quantitative Methods at ESADE and President of the Catalan Artiﬁ cial Intelligence Association, Fernando Trías de Bes (Lic&MBA 80), Professor in the uncertain future. Department of Marketing Management at ESADE and writer, and Marcel Planellas (PMD 87), General Secretary of ESADE.

DANIEL HUGUET MARSILLACH a democracy. When asked THE CHAMELEON-LIKE (DEC04 y “What are your needs?” or CONSUMER HAS THEIR MDMC05) “What would you like?” the OWN INTERPRETATION Marketing & PR market’s answer will be what it OF REALITY Manager Kiehl’s believes is not covered by an Does innovation mean the desde 1851 Madrid offering or category and what it same to two different people? Cosmetics consumers are would like to be covered (bigger Do a L’Oréal brand manager increasingly expert and better in- and cheaper, blue or red, easy and one at Apple think the formed, but that does not mean to use and carry, etc.). That is same things? And what is the they don’t appreciate good tips to say, it is very likely to refer to perception of “expensive” for and professional advice. Their offerings that provide poor cov- two homemakers, one living proﬁ le is expanding by age group, erage or which can be improved in a city and the other in the they are becoming increasingly but which nonetheless do countryside? Is a 20,000 car younger and there is also greater actually exist. Consumers are just as expensive for a person growth in the numbers of male unlikely to refer to things they who loves cars as it would be consumers. have not experienced or come for someone who has not even across before. bothered to pass their driving MONTSE PASSOLAS (Lic&MBA 99) Marketing Director Giorgio Armani Beauty, Kiehl’s & Shu uemura UK & Ireland Sales have not been signiﬁ - cantly affected in the UK in spite of the crisis as the loyalty factor is strong for luxury beauty products. Continuous innovation in the sector crea- tes a consumer for extremely specialised products.

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test? Does “value for money” mean the same to a mother To fi nd out more with small children as it does to someone who is single? And • Fuzzy Marketing: Understanding the satisfaction? And holidays? Chameleon-like Consumer (Deusto Does the word “holiday”mean S.A. Ediciones, 2009). Download the fi rst chapter: the same to an Icelander as http://fi lesocial.com/5xlikji it does to an Italian? And tall? Does “very tall” mean the same to a Filipino as it does to a Swede? Probably not. So we are starting with many variables, attributes and characteristics that simply by their nature may have differ- With consumers like this, in decision-making because ent interpretations. Reality consumers who live and coexist they are not based on black changes at breakneck speed in an increasingly complex and or white but on the shades of and everything tends towards dynamic environment, we need grey in between. relativity. powerful, fl exible and rigorous This new fuzzy way of interpret- To sum up, what we have here models to gather data and to ing reality makes it possible to is a chameleon-like consumer analyse and interpret it. identify ambiguous behaviour who is not complex at the To gather data we need and enables fi rms to address individual level but is also qualitative and quantitative these people knowing the main constantly interacting with research techniques that en- roles they are playing in reality, other chameleon-like con- hance observation and listen- in other words, to identify the sumers who in turn interact ing. Research techniques and chameleon-like consumer who, with other kaleidoscopic-like methodologies that “listen” although they usually look consumers... And thus the de- to the consumer; when they for and buy premium brands, gree of complexity increases move, when they infl uence, also puts own brand products exponentially. when they recommend, when into their shopping trolley. Or In this context: they feel and experience, when to fi nd out about how likely a • How can you fi nd out about they talk, preach and com- “classic” consumer is to e- and understand a complex, plain... Qualitative and quanti- shop, or to be able to measure chameleon-like consumer? tative techniques that enhance to what extent a consumer • What instruments do compa- observation and listening. driven by a specifi c insight can nies have for understanding Then for analysis and interpre- in the future adopt and identify this consumer and anticipat- tation we need fuzzy models with other insights linked to a ing what they will do? (based on fuzzy logic) to better consumer profi le that is appar- • What tools do marketing de- manage the ambiguity of the ently different to their own. partments have for identifying data (the variability of con- profi table opportunities in this sumer behaviour) and which ever-changing market? are therefore more realistic

068-071 Analisis_ing.indd 71 7/4/10 18:45:57 ESADE UP-TO-DATE Economic prospects for 2010

BASED ON THE APPEARANCE OF THE FIRST SIGNS OF STABILISATION AND/OR RECOVERY IN ECONOMIES WORLDWIDE, WE DECIDED TO ASK TWO EXPERTS FOR THEIR ECONOMIC FORECASTS FOR 2010: XAVIER ADSERÀ (LIC&MBA 86), PRESIDENT OF THE SPANISH INSTITUTE OF FINANCIAL ANALYSTS AND THE NATRACEUTICAL GROUP, AND FRANCESC XAVIER MENA, PROFESSOR IN THE DEPARTMENT OF ECONOMICS AT ESADE.

The key factors according to Xavier Adserà, President of the Spanish Institute of Financial Analysts

• Spain is different: Spain’s to adjustment and slowdowns than is wise. Furthermore, structural characteristics will in developed countries. In Spanish fi nancial institutions, steer the country away from this scenario, there is a need major drivers of economic the recovery process found in for international coordination growth in the expansion the rest of world economies. when withdrawing incentives, years, are focusing much of Translated into fi gures, while as economic realities and the their efforts on paying back 2010 world GDP growth is es- rate at which countries are debt to the international timated at around +2.9%, it is emerging from the recession fi nancial system. expected to remain at around are not uniform and serious • A positive balance: the -0.4% in Spain. damage to the world system economic crisis has foste- • Change in demand: domestic may occur again. red a balancing of structural demand’s GDP contribution • Structural transformation: disparities generated during will fall by 1.9%, while foreign monetary and fi scal policy the growth cycle that were trade will bring a 1.5% impro- incentives have already been not sustainable. For example, vement in Spanish GDP. exhausted in Spain, and this Spain has reduced its trade • Adjustment factors: the means the country has to defi cit and there has been a need for deleveraging and undergo a major structural deleveraging of the economy increased unemployment transformation that involves by reducing the amount of rates up to levels close to all levels of society and which credit. Unfortunately, this 10% (20% in Spain) will lead is being delayed far more necessary process of rebalan- cing is taking place quickly. • Look to foreign markets: this will allow Spanish businesses to seek critical mass through increased exports, alliances and/or mergers. It would also be advisable to maintain the structures necessary for current operational levels, not take risks and focus on the company’s core business in order to reduce levels of leverage.

072-073 ESADE al dia_ING.indd 72 7/4/10 18:48:28 ESADE UP-TO-DATE

The key factors according to Francesc Xavier Mena, Professor in the Department of Economics at ESADE

2010, with the euro under pressure from adjustments in the economies of Greece, Ireland and Spain as well as supporting the process of deleveraging Eastern Euro- pean economies. • Still no recovery: our forecast is that the Spanish economy will not regain positive year-on-year GDP growth in 2010, since we estimate it will be between -0.1% and -1.1%. With fi gures like that, the domestic fi nancial system is facing a very diffi cult year, although it has • Recovery with risks: the timescale of this policy is successfully weathered the process of coming out of critical, it will be helped by impact of the global fi nancial the global economic crisis the slow emergence from crisis. For the moment, this is varying by timescale the crisis and the fact that year should see an increase and strength of recovery in part of the banking system in handing back the keys different geographical areas. is semi-nationalised. and particularly in foreclosu- And there is also the risk of • Uncertain scenarios: the res for property developers experiencing a double-dip currency markets are one as well as families and recession. of the risk scenarios for businesses. • Slow recovery in the United States: the phasing out of fi scal and monetary stimuli will hold back recovery GDP Spain throughout 2010 in the Quarterly and year-on-year rate of change US, burdened as it is by an 5 unemployment rate of 10%, 4 3 a defi cit exceeding 10% of 2 GDP and public debt that is 1 nearly 100% of GDP. 0 • European asynchrony: Euro- -1 -2 pean Union economies are -3 coming out of the recession -4 in different ways and with -5 different timeframes; for -6 -7 example Germany is getting I II III IV I II III IV I II III IV I II III IV its investment and export 2006 2007 2008 2009 GDP: annualised quarterly rate GDP: year-on-year rate rates back up while the United Kingdom has had a more prolonged contraction marked by a depreciated ESADE: discussion forum pound that is unable to boost its exports. All of these ideas featured at the sessions held by the ESADE Alumni Finance Club in • Withdrawal of stimuli: the Madrid and Barcelona entitled “Economic Prospects for 2010”. Interest in knowing what U.S. Federal Reserve and is going to happen over forthcoming months in the domestic and international economy European Central Bank meant that the venues in both cities were packed. have started to withdraw More information at: www.esadealumni.net/ea/activities/ monetary stimuli in the form forums_conferences/description_past_events?id_evento=138281 of full allotment. While the 73

072-073 ESADE al dia_ING.indd 73 7/4/10 18:48:31 MEET THE FACULTY Getting to know… Pedro Parada and Elena Bou

STRATEGIES FOR GROWTH THROUGH ACQUISITIONS AND ALLIANCES IN A GLOBAL CONTEXT AND INNOVATION NETWORKS AND KNOWLEDGE MANAGEMENT ARE, RESPECTIVELY, THESE LECTURERS’ AREAS OF INTEREST.

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 lecturer 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. Can you tell us an anecdote about your teaching experience?

074-075 Claustro_ingindd.indd 74 6/4/10 16:29:10 MEET THE FACULTY

PEDRO PARADA ELENA BOU “I work with the students’ experiences “I try to make students into the and this enables them to take ideas focus of their own learning processes” away with them”

[email protected] [email protected] An Associate Professor of the Department of Business Policy at ESADE, he is An Associate Professor of the Department of Operations Management and Academic Director and Professor for the Global Executive MBA, offered jointly with Innovation at ESADE, Elena Bou (Lic&MBA 97 and PhD 06) is visiting professor Georgetown University, and a Visiting Professor at HECen Paris. Pedro Parada (PhD at the Copenhagen Business School (CBS) and director of the GRACO research 03) also has a Master in Public Policy and Management and a degree in Economics. group, recognised by AGAUR, and head of the KIC-InnoEnergy project. He is the author of various articles, case studies and chapters in books in English, Spanish, Catalan, French, German, Chinese and Portuguese.

1. Step by step, thanks to 5. Doing co-teaching with 1. I came to ESADE to their role was diffuse and barely Professor Marcel Planellas many other lecturers at the read Management. When implemented. We found that the (PMD 87) who adopted me as school. This enables us to I finished I started working successful collaborative leader, a PhD student. He gave me a enrich the learning process for as an academic assistant in addition to having other chance to learn from him, work students and for ourselves. to Professor Miguel Ángel management competencies, with various lecturers and I Heras (MBA 78 and PhD 03) had three distinctive traits: gradually got to know the place. 6. Passionate and obsessed and what was going to be they can play a brokering role I owe him a lot for making about learning, creative, an occasional activity between network members, becoming part of ESADE provocative and somewhat turned into the start of they use humour and their so easy. untidy. my academic career. communicative skills include the use of analogies and 2. They offer a wide-ranging 7. Write my book. 2. I try to make students metaphors. vision of the strategy but also into the focus of their focus on the fundamentals. 8. Diverse, tolerant, with local own learning processes, 5. It’s great when ex-students I work with the students’ roots and a global reach. to challenge them to go get in touch with you again and experiences and this enables beyond the obvious, the pure you see how they are making them to take ideas away with 9. With my family and friends, conceptual framework, with a professional and personal them. I share my own ideas I really enjoy a good dinner critical and practical vision. progress. That human contact using only my case studies with them so we can get up to is what lasts. and articles. Finally, I try to speed. I also like skiing a lot, a 3. Recently my work make them fun and varied by hobby I share with my family. has focussed on studying 6. Enthusiastic, demanding combining different learning innovation networks and and approachable. methodologies. 10. At the end of a class at knowledge management in the University of Georgetown highly complex environments. 7. Oh, lots of things! To stick 3. Growth strategies. I like about the internationalisation of All of this research is getting with the cliché, write a book. to understand how international Spanish firms, a student came a practical application in and business diversification up to me, a CEO, to suggest the KIC-InnoEnergy protect 8. Entrepreneurial, diverse processes through acquisitions jokingly that I should include at the European Institute of and humane. and strategic alliances in some of these companies in my Innovation and Technology, a global context can be classes as “sponsors” due to the largest sustainable 9. With my family, especially managed better. the global visibility I was giving energy innovation network for with my two daughters. them. Every so often he emails which ESADE is the reference 4. That individual me to ask if I’ve done it… Business School. That’s our 10. Years ago on the partnerships between people challenge: to do more than Operations and Services from different organisations, just study innovation and Executive Master’s programme often informal ones, are equally actually put it into practice. a brilliant and demanding or more important than formal student said that our jobs strategic alliance agreements 4. In a recent study as lecturers were pretty in growth processes. involving more than 60 comfortable while heading an innovation networks we entire factory was tough. A few were able to confirm that years later, he joined the team managing these networks is as an academic associate. a massive challenge. Even After the first year teaching on though in 92% of cases a the MBA he was very honest leader had been appointed, with us: “I’d never thought that teaching was so complicated… You can look up ESADE faculty and associates at I almost prefer my assembly www.esade.edu (see Faculty and Research) line with 1,300 people …” 75

074-075 Claustro_ingindd.indd 75 6/4/10 16:29:16 MOVING ESADE Move ESADE with us! ESADE SEEKS TO BECOME THE FINEST SCHOOL FOR THE WORLD. TO MAKE THAT POSSIBLE WE HAVE STARTED UP A PROJECT IN WHICH YOU CAN TAKE PART AND GET INVOLVED IN A VARIETY OF WAYS AND THROUGH DIFFERENT CHANNELS. ONLY THROUGH THIS COMBINED EFFORT WILL WE BE ABLE TO MAKE ESADE INTO A GLOBAL BRAND. Her: “Innovation is vital for ESADE. Without resources for Him: “What’s the point of research we couldn’t compete research? ESADE should with other leading schools.” focus on ensuring academic excellence.”

Him: “Wouldn’t it be better to focus solely on talent rather than give scholarships to students who have talent but can’t afford the fees?” Her: “Scholarships should concentrate on promoting talent but they should also help rebalance society and strengthen Him: “If you’re going to ESADE’s social role.” donate it’s better to give money to an NGO than to a business school”.

at do you thin Wh k?

Her: “If you give to ESADE you work on the cause: you

Visit www.mueveESADE.com. help train people who will create a more advanced and Inspire yourself and inspire us! equitable society.”

076-077 MUEVE ESADE_ing.indd 76 8/4/10 18:12:19 MOVING ESADE

Mònica Rius, Corporate Development Director at ESADE ‘We want ESADE to be a global brand’

MOVING ESADE IS A GROUP INITIATIVE TO MOVE ESADE INTO THE FUTURE AND TURN IT INTO THE FINEST SCHOOL FOR THE WORLD. DEBATE, DONATE, BECOME A FAN OF… ALUMNI HAVE LOTS OF WAYS OF ENGAGING WITH THE PROJECT.

Is ESADE moving? The entire community is a donation. It’s all equally Yes, it seems to be. But I a lot of people… important for us in this initial think we have never stopped Yes, almost 40,000 people phase of the project. moving. The thing is that now including students, alumni, we are moving in a global lecturers and management But further down the line direction and that magniﬁ es staff. We want everyone to be what you’ll want will be everything. involved in this project. donations.... We’ll continue giving priority Where are we heading for? How can you get in touch to participation, and all of us We want ESADE to be a global with everyone? who form part of the ESADE brand: the best school for For the moment on the in- community should have the the world. ternet. We’ve set up Moving chance to “move” the school ESADE groups on Face book, towards the future. However, We’re going to be a brand… LinkedIn and Nexus where we it is true that the more dona- We already are a brand, but discuss the topic based on tions we get, the faster we’ll we want to do more than that videos about key issues for be able to reach our goal. and compete alongside the the school. world’s leading schools. We More than 1,000 people are want ESADE to be something Scholarships, lecturers, that our alumni research: what else? already taking part in the Moving are proud to have on their Talent and knowledge are our ESADE group on LinkedIn, business cards. keys to success, but to achie- Facebook and Nexus ve that we need to rework How do you get to be our ﬁ nancing model along the a global brand? lines of US schools such as What can people do now By investing in key areas for Harvard and European ones to take part? attracting talent and research. like HEC, Bocconi and LBS. Inspire us through the website or If we have the best students, the debates. Make a donation. the best lecturers and we can Through donations… Join the Moving ESADE groups generate innovative and en- That’s right. The model comes on Facebook, LinkedIn trepreneurial knowledge, we’ll from America but it’s also gai- and Nexus. have done it. ning ground in Europe. If we want to compete with these It’s not easy to When is that expected schools, we need to have the say no. to happen? same competitive advantages. No, it’s not First we have to get the easy to say no; support of all our alumni, So the purpose of Move the truth is that just as the world’s top ESADE is to get donations? it is a very schools have the support No. The purpose of Move exciting project of theirs. We’ve made an ESADE is get participation. and the most excellent start and have Some will take part intellec- important thing is the entire ESADE communi- tually, some will offer their that it is a ty on board. time and others will make group project. 77

076-077 MUEVE ESADE_ing.indd 77 7/4/10 18:53:25 UPDATE EXECUTIVE EDUCATION Bespoke ESADE training at Deutsche Bank Driving career development for senior management with a global view of the business and banking sector is the main goal of the Corporate Programme for Management Development for Deutsche Bank staff that ESADE and the ﬁ nancial institution have drawn up between them.

n 2010, Deutsche Bank is implementing in partnership with I ESADE a Corporate Programme for Management Development for its staff in order to boost their career development and visibility inside the institution. The group members, including some ESADE alumni, have different professional profi les and responsibilities and come from a range of areas in the business. This is the fi rst stage of a bigger internal project that Deutsche Bank is to put in place designed to provide its staff with senior management career development and a global vision of the business and banking sector, especially with a view to the challenges that all takes a twin-track approach. working on different aspects fi nancial institutions will have to The fi rst, with the participation such as project management, tackle in the immediate future of professors Ignacio Serrano, people management and bank- in Spain. Diego Torres (Lic&MBA 88) and ing business management and Juan Ignacio Sanz, is addressed effi ciency. Then the second, TWIN-TRACK MANAGEMENT to giving support to programme which is highly important for DEVELOPMENT participants in their manage- the careers of the participants, To do that, Deutsche Bank and ment projects in areas such as is geared towards developing ESADE have jointly designed a gaining and retaining customers their personal and professional comprehensive management and the institution’s business skills and will be coordinated development programme which development and will involve jointly by the Human Resources Department at Deutsche Bank and ESADE.

LONG-TERM PARTNERSHIP All of this helps to consolidate a partnership between Deutsche Bank and ESADE which over the past two years has resulted in various kinds of projects, including the Master’s programmes in Personal Banking, Corporate Banking and Private Banking taught on the ESADE campus in Barcelona during the 2008/2009 and 2009/2010 academic years, and the series of conferences organized by ES- ADE Madrid for executives from 78 the bank during 2009.

078-079 Actualizacion executive_ING.indd 78 7/4/10 18:54:40 UPDATE EXECUTIVE EDUCATION

Launch of the Program for Management Development in English Forthcoming ESADE’S PMD® programmes is now even more international Service Company Management The international version of the Program for Management Barcelona, from 14 April to 30 June 2010 Development (PMD) will be run from 3 May to 3 September in a modular format and will include stays at the Barcelona Preventing Money and Madrid campuses and at Babson College (Boston, USA). Laundering Barcelona, 19 and 26 April and 3 May 2010 Against the backdrop of today’s not only runs the programme Program for Management increasingly globalised world, twice a year at the Madrid and Development-PMD ESADE is now rounding off its Barcelona campuses, but it Barcelona-Madrid-Boston: wide range of general manage- has also laid on off-campus from 3 May to 3 September ment programmes with the versions in cities including 2010 launch of its Program for Man- Valencia, Zaragoza, La Coruña, (in English) agement Development-PMD® in Oviedo and Santa Cruz de its international version. With Tenerife through local business Innovation for Growth: a modular structure including organisations. from creativity to market stays at the Barcelona and creation; lateral marketing Madrid campuses and at Bab- and other kinds of son College (Boston, USA), the marketing innovation programme is taught entirely in Barcelona, 10, 11, 17 and English to adapt to new require- 18 May 2010 ments and in anticipation of future needs. Project Management The PMD® is a senior manage- Barcelona, 31 May and 1 ment programme aimed at June 2010 driving the careers of an organisation’s managers by strength- Open Innovation and ening those strategic manage- Corporate Entrepreneurship ment skills and behaviour Barcelona, from 14 to 18 June 2010 patterns that will enable them to (in English) make secure progress towards the leadership of tomorrow. Embracing Design Thinking to Seize New Market A CONSOLIDATED Opportunities PROGRAMME Barcelona, from 28 June to 1 ® The PMD is also one of the July 2010 (in English) most consolidated general management programmes available in Spain. As part of its com- mitment to providing training More information solutions for professionals, ESADE’s Executive Education In Barcelona Executive Education Tel. +34 932 804 008 [email protected]

Objectives of the international Program In Madrid for Management Development-PMD Executive Education Tel. +34 913 597 714 • Understanding the organisation’s needs in a competitive environment. [email protected] • Providing a strategic vision and global perspective in management. • Finding out about core business functions and how they interact. www.exed.esade.edu • Developing the management skills needed to deal with new professional challenges with greater security and conﬁ dence. 79

078-079 Actualizacion executive_ING.indd 79 7/4/10 18:54:46 UPDATE MBA MBA: a concerned community

Students on MBA programmes he importance of a potential of their projects are dynamic, motivated people programme of this type, before a jury made up of en- T which is a unique and de- trepreneurs, ESADE lecturers from 40 different countries who cisive moment in their careers, and potential investors. have very different profiles and means that motivation is very In addition, several clubs have are ready to make their time high. Given that background, recently coordinated initiatives at ESADE into an experience it is no surprise that numer- closely linked with the innovative, ous projects that the students entrepreneurial and sustainable that goes beyond its purely devise and are channelled side to our MBA programmes. academic value. through the various sector These have included the Busi- clubs emerge throughout the ness in Clean Energy conference course of the programme. and the meeting at ESADE of a Recently, the Entrepreneur- number of speakers from the ship Club, one of the most Mobile World Congress. active clubs, organised the Elevator Pitch Contest, a BUSINESS IN CLEAN competition for entrepreneurs ENERGY CONFERENCE in which contestants have 3 BiCE is Spain’s leading confer- minutes to summarise the ence organised by students about sustainable technology and business creation in the environmental sector. The conference, run by the ESADE Business School’s Clean Energy Club, attracts future entrepreneurs, industry experts, venture capital firms, academics and media outlets interested in sustainability. The main objective is to make BiCE into a bridge between various organisations to achieve the shared goal of a more sustainable future. The most recent conference was attended by 140 people from 20 companies and they looked at a number of issues ranging from regulatory standards to compensation for cutting down on carbon use. This year’s BiCE conference combined plenary sessions and roundtable discussions led by the committee of experts invited to the event, which addressed the issue of the oppor-

080-081 Actualizacion mba_ING.indd 80 6/4/10 16:33:50 UPDATE MBA MBA: a concerned community

From top left and clockwise: Elevator Pitch Contest, organised by the Entrepreneurship Club, Business in Clean Energy Conference and the Mobile World Congress speaker event

tunities and challenges that the green technology sector is facing. The BiCE ESADE Alumni Business Angels Club Investment Forum was held as part of the conference. For further information, con. Last year the MWC brought • HASSAN KABBANI please visit the event website together 47,000 professionals CEO at Mobinil, the leading at www.bicesummit.com. from 182 countries in Barcelona. mobile operator in Egypt and This event was jointly organised the result of a joint venture MOBILE WORLD by the MBA Student Associa- between Orange and Oras- CONGRESS EN ESADE tion (MBAS) and the Technology, com Telecom. As a result of the combined ef- Marketing, Media and Entrepre- • GORDON LING forts of several ESADE Business neurship clubs. On this occasion Executive Director for Re- School MBA student clubs, our the ESADEFORUM facilities have gional Marketing at Oracle, institution has hosted an event played host to the following the world’s third biggest featuring speakers from the experts: software firm. Mobile World Congress, an inter- • RENO MARIONI • HAMILTON SEKINO nationally renowned conference Director of Strategic Internet Partner at Nauta Capital, which brings together leading Partnerships at Nokia, the a venture capital firm that companies and industry leaders world’s leading mobile phone invests in software compa- and is held in Barcelona every manufacturer. nies and Internet-related year. The event is attended by • BRANDEN LAISSE businesses. more than 1,300 companies, Director of Business Devel- and some of its leading speakers opment and Media Sales have been Eric Schmidt, Google at Mojive, a newly founded CEO, Hans Vestberg, president company whose mission is to and CEO at Ericsson, and Lu help monetise mobile content Yumin, chairman of China Uni- worldwide.

080-081 Actualizacion mba_ING.indd 81 6/4/10 16:33:57 UPDATE EXECUTIVE LANGUAGE CENTER A unique combination for foreign professionals Business Spanish Modules

Katia, a young German economist, was given the job of running the Spanish subsidiary of the temp agency she worked for in Germany. Her initial enthusiasm was soon overshadowed by an apparent lack of results in terms of organising her team’s work ‘rationally’. It was as if her initiatives kept crashing into a wall she couldn’t see. Thinking that the apparent lack of communication might be due to her poor Spanish, she enrolled on the Cultural Differences Module – part of ESADE’s Business Spanish Programme – with the aim of improving it. odrí g uez

Spanish for Foreigners Teacher and Head of the Spanish for Business Teacher Training Programme at ESADE-

Gracia R Gracia Executive Language Center.

hrough group analysis, simulations, exercises T and debates with her classmates, Katia is going to learn more than just the functional and strategic use of the subjunctive. Among other aspects of this experience, she will come into contact with concepts such as high- and low-context communication, universalism and particularism, as well as an holistic or analytic overview, and she will though they also require a time introduce students to become aware of the impact high level of socio-cultural and some of the subjects that that explicit and direct technical contextualisation. will help them in their future communication (like her Students’ responses to these careers. own) or an emphasis on the modules are generally very In The Mirth of Nations, detailed structure of everyday positive. They draw atten- Christie Davies expressed events (legitimate in her view) tion to the subtitle, which what could perhaps be can have on people whose describes the modules as a described as the objectives of beliefs, ideals and views of unique product and a unique this programme in a way that the world place value on other opportunity to boost stu- we find particularly delightful: types of behaviour. dents’ confidence in terms ‘The world can be a confusing Katia’s name is fictitious. The of speaking Spanish. The place, but that’s no excuse for experience, real. The learning, modules focus on grammati- us to perceive it, and express useful for her work. cal aspects, accuracy and the ourselves, in the same way’. We could say the same of the more subtle aspects of confi- Working on language skills modules on Presentations, dently producing correct oral and the cultural and technical Meetings, Negotiations and In- and written content – cor- awareness of our students, terviews. These are the mod- responding to a professional who place their trust in us, 82 ules most linked to language; context – and at the same is all we aim to do.

082 Actualizacion ELC_ING.indd 82 6/4/10 16:35:36 MEMBERS ONLY services and beneﬁ ts ECONOMIC BENEFITS exclusively for members ESADE Alumni strikes deal with Volkswagen Información Volkswagen: 902 151 161 www.volkswagen.es movil.volkswagen.es

www.scirocco.es

olkswagen is a success- unique charac ter. Volkswagen the Iberian Peninsula or the Scirocco. Ser o fulno brand ser. - and its suc- is now offering ESADE Alumni Balearic Islands, and you’ll re- Vcess never would have members excellent conditions ceive a special 10% discount Hay quien acata lasbeen reglas possible y quien without busca a prod-la excepciónon the que purchase las confirma. of any of itsQuien aceptaon any las model. cosas tal y como son y quienuct consigue recognised cambiarlas. for its qual- Quien siguenumerous las tendencias models. de la moda Fory quien more information las crea. about Quien mira lo que hacenity, technology los demás and design.y quien se escuchaJust identify a sí mismo. yourself Y astú, a ¿has sido buenoVolkswagen’s o malo? products and serv- A product whose singular member of ESADE Alumni at ices, visit www.volkswagen.es or Bueno, aunque eso quizás ahora, no tenga demasiada importancia. Scirocco. Sé bueno. identity has given the brand a any Volkswagen dealer on call 902 15 11 61.

Ahora descuento especial de un 10% en toda la gama Volkswagen para Esade Alumni. Find out more at Beneﬁ ts ➔ Big beneﬁ ts 83 Hay quien espera que se lo cuenten y hay quien prefiere ver el Scirocco con sus propios ojos. Captura este BIDI y podrás acceder al portal WAP y ver toda la información, imágenes y vídeos exclusivos. 083-085 Solo socios_ING.indd 83• Si no tienes la aplicación, descárgatela gratis enviando BIDI al 22044. 7/4/10 18:56:33 • Si quieres acceder al Portal WAP sin descargarte la aplicación o eres de un operador diferente a movistar, Orange o Vodafone, envía SCIROCCO al 7170 (coste del sms: 0,15 € + IVA). Coste navegación Portal WAP y descarga según tarifas.

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15011 SCIROCCO-ESADE.indd 1 01/03/10 13:25 MEMBERS ONLY ONLINE SERVICES services and beneﬁ ts exclusively for members

Online directory Database containing information about Discover it at member alumni http://nexus.esade.edu which makes it possible to ﬁ nd them Enter, build your own network of friends and col- using segmentation leagues and connect up with them. Plus you can systems. You can also search for people, contact them and share search by surname, what you want: messages, comments, photos, programme and videos, forums, blogs, wikis, events… A safe and class, company or exclusive online social network. geographical area.

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Online database including information about more than 1,080,000 Spanish companies and an exclusive ﬁ nancial analysis system. You can look for companies or groups of companies (by name, tax code, location, activity, employees, ﬁ nancial data, etc.), view reports in any format and carry out detailed statistical and/or comparative analysis of companies or groups of companies by variables and periods. Press clippings service

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083-085 Solo socios_ING.indd 84 8/4/10 18:13:30 MEMBERS ONLY services and beneﬁ ts ECONOMIC BENEFITS exclusively

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There are also other beneﬁ ts with La Caixa, Deutsche Bank, Bankinter, Nacex, Twoin, Disfruta & Verdura, WIDE RANGE OF COVERS AND SERVICES AT AN UNBEATABLE PRICE WITH A 28% DISCOUNT I N HOME INSURANCE AND 15% IN LIFE INSURANCE , AND THE SECURITY OF BEING INSURED Press clippings service ESADE Business School, ESADE BY AN EXCLUSIVE PROFESSIONAL INSURANCE AGENT . Executive Language Center, etc. Find out more details about these and other special agreements NEW! that are regularly posted on in the CAR HIRE BY THE HOUR OR DAY . ‘CARSHARING ’ MEANS YOU CAN HAVE www.esadealumni.net A FLEET OF DIFFERENT VEHICLES WITH ONE FOR EACH NEED . € Beneﬁ ts section. ESADE ALUMNI MEMBERS GET 30 IN VOUCHERS FOR THEIR FIRST TRIPS . 84 85

083-085 Solo socios_ING.indd 85 7/4/10 18:56:46 IN THE NEWS SPORTS AND CULTURE

Wine events: Pla de Bages and Empordà DO

The two most recent ESADE Alumni wine sessions have focused on two new denomi- nations of origin: el Pla del Bages and Em- pordà, represented by the Abadal and Espelt wineries respectively. Attendees were able to discover the nuances of each of the DOs and enjoyed a pleasant discussion with the experts from the wineries.

Visit to the Camp Nou and FC Barcelona Museum

In February ESADE Alumni organized a special visit to the were in most cases accompanied by their children who Camp Nou and Barça Museum. Some 60 people went excitedly explored all parts of the ground, including the round the facilities on an exclusive tour given by Mu- directors’ box, the pitch and the six trophies won by the seum Director Jordi Penas (Lic&MBA 86). Our members football team last year.

086-087 Activ Deportivas_ING.indd 86 7/4/10 18:58:31 IN THE NEWS SPORTS AND CULTURE Culinary series. Forthcoming 1st session: Nacex-ESADE Alumni sports risotto workshop activities

As a result of the many suggestions we BARCELONA have received from members, the NACEX- • 2nd Spring Golf ESADE Alumni Sports and Culture pro- Tournament: 24 April (PortAventura Golf) gramme has begun its Culinary Series of • 3rd Running workshops dedicated to fi nding out about Tournament: 9 May and enjoying various specialties. Each ses- (Castell de Montjuïc) sion will focus on an original dish. • 4th Mountain Bike In the fi rst session of the series, our Tournament: April alumni attended a workshop on risotto (Collserola) organised in partnership with Disfruta • Beginners Golf Day: May & Verdura whose sales head is alumnus (venue to be confi rmed) Jordi Padrós (Lic&MBA 01). During the • 1st Futsal Tournament activity we had advice from an expert chef by classes: 5 June and we learnt how to cook three different (CET10 – Vila Olímpica) • 4th Paddle Tennis types of risotto – mushroom, parmesan Tournament: second and vegetable – before sampling and week in June (Club discussing each of the dishes in a relaxed Ciudad Diagonal) and cheerful atmosphere. • 11th Golf Circuit: 1st competition, 2 October (Golf Torremirona) / 2nd competition, 24 October (Empordà Golf)

MADRID • Beginners Golf Day: ESADE Alumni 2010 Ski Weekend 29 May (Golf Park – La Moraleja) • 2nd Paddle Tennis Tournament: 23 October (Golf Park – La Moraleja)

Forthcoming Nacex-ESADE Alumni cultural activities

• Visit to the Egyptian Museum exclusively for alumni. • Wine Events: 6th session: Alella Denomination of Origen. • Culinary series: 2nd Ski Weekend 2010 attendees enjoyed a great weekend at Baqueira Beret. After session: foie workshop. the excellent experience of Ski Weekend 2009, the organisers decided to use the same hotel and slopes and once again the time spent out on the snow was excellent on both days. Plus afterwards skiers were able to relax in the hotel’s spa to recharge their batteries before dinner, held in a typical restaurant in the valley where diners had the chance to try the famous Aranese stew. It was an exciting break which our members really enjoyed in the company of their colleagues and family.

086-087 Activ Deportivas_ING.indd 87 7/4/10 18:58:39 IN THE NEWS MY CLASS Class reunions

First ESADE class – 2 March 2010 MDMC 04 – 4 March 2010

MBA FT 91 – 5 March 2010 10th anniversary MBA FT 00 – 5 March 2010

10th anniversary MBA PT 00 – 26 February 2010

EMBA 07 – 19 February 2010 Lic&MBA 70 – 21 February 2010 88

088-090 encuenros promociones_ING.indd 88 6/4/10 16:47:27 IN THE NEWS MY CLASS

EMBA 09 – 19 February 2010

Meeting of class delegates in Madrid – 25 February 2010 40th anniversary MBA FT 70 – 11 February 2010

Lecture David versus Goliath, business model innovation by Jay Rao, professor at Babson College (Boston) and an expert in innovation. MDMC 09 class ski trip at Vallnord – 5 February 2010 AMP Programme – 27 January 2010 89

088-090 encuenros promociones_ING.indd 89 6/4/10 16:47:52 IN THE NEWS MY CLASS

Lic&MBA 93 – 22 January 2010

EMBA 09 – 22 January 2010 Visit to Active Barcelona programme MBA FT-B– 21 January 2010

MBA PT 09 – 15 January 2010

Other class reunions ESADE Alumni can organise reunions that are Lecture Conflict mediation: an efficient alternative for solving customised for your class: business conflicts, PMD 09 (Madrid) – 2 March 2010 dinners, conferences, guided PMD 2009 – 26 February 2010 networking reunions, leisure Visit to Active Barcelona programme MBA FT-A – 4 February 2010 and sports activities, family EMBA 04 class ski trip to la Cerdanya – 29 January 2010 outings, etc. Visit to Active Barcelona programme MBA FT-C – 27 January 2010 For more information DGT 07 – 22 January 2010 contact: encuentrospromocion@ More photos at www.esadealumni.net � Alumni Network � My class alumni.esade.edu 90

088-090 encuenros promociones_ING.indd 90 6/4/10 16:48:03 091 Publi_ING.indd 91 6/4/10 16:50:28 IN THE NEWS APPOINTMENTS

1972 1984 Bank has a strong international 1987 presence, such as Portugal, Artur Carulla joins Roca Pedro Hernández Brazil and Angola, with products Montserrat Maresch, Junyent’s advisory Ripoll, CEO at Kieser that facilitate this type of global head of board Training Spain operational activity (reverse marketing and Artur Carulla Font (Lic&MBA Kieser Training, a factoring, documentary credits, communication 72) has joined the advisory European firm international guarantees, etc). for the IKEA group board at Bufete Roca Junyent. specialising in Sindreu began his career at Montserrat Carulla is also an adviser to health-oriented Crédit Lyonnais. He later joined Maresch Repsol YPF and a member of muscle Caixa leasing and factoring (La (Lic&MBA 87), Telefónica’s regional council strengthening for Caixa group), where he spent Deputy CEO at for Catalonia and Exea preventive and nine years. He joined Banco Ikea Spain, has Empresarial’s advisory board. therapeutic Espirito Santo three years ago. been named He is also vice-president of the purposes, has announced the global head of Economics appointment of Pedro Hernández marketing and communications Club, the Ripoll (Lic&MBA 84) as CEO at 1986 for the IKEA Group based in ESADE Kieser Training Spain. Ripoll Helsingborg (Sweden). Since Foundation Hernández began his career at Manel Estany joining the Swedish multinational and on the the American multinational Cargill joins Cirsa in 1997, Maresch has held board of the Inc. Subsequently he performed various management positions: Companies’ management roles in planning Director of Marketing and Institute. and organising the Olympic Customer Service at Ikea Ibérica, Games Barcelona in 1992 Director of Business (COOB’92). He has wide-ranging Development at Ikea USA, and 1982 experience in the management of Manager of the Ikea store in sports, health and leisure Philadelphia (USA). Previously Joaquim Boixareu organisations, plus an extensive she was Director of External and Sol Daurella sports CV. Among other Communication at Aviaco and join Economics distinctions, he has received the Marketing Manager for Iberia and Club board City of Barcelona Gold Medal for the Cortefiel Group. Maresch is The Economics Sporting Merit, the Spanish Manel Estany (Lic&MBA 86) also a member of the ESADE club has renewed Basque Pelota Federation Gold has joined gambling and Alumni board. part of its board. Medal and the International leisure multinational Cirsa as Joaquim Olympic Committee’s Diploma of CEO for venues in Spain. This Josep Lores García, Boixareu Olympic Merit. new division is the result of Finance Director at the (Lic&MBA 82), the merger between the bingo Institut Català CEO at Irestal Jordi Sindreu, halls and gambling venues de Finances Group, Sol Companies Manager at divisions in Spain. Estany has The Institut Daurella (Lic&MBA 90), Banco Espirito Santo extensive experience in mass Català de Vice-President and CEO at consumer product sectors, Finances has Cobega, and Alfred Pastor, IESE having been Marketing Director named Josep professor and ex-Secretary of at Moët Hennessy in Spain Lores (MBA 87 State for Economics, are to join it and at frozen food group La and PMM 87) to replace José Manuel Lara, Sirena. At the latter he was as its new head of Planeta, Isak Andic, also group CEO. Before joining Finance Director in charge of Chairman of Mango, and Pedro Cirsa, Estany was a partner at Treasury and Balance Sheet Fontana (Lic&MBA 74), Aplicca Identity Solutions. Management, Budget Executive President of Areas and Management Control, Internal the ESADE Foundation. The Control and Accounting. In 2008 organisation is obliged to make Banco Espirito Santo (BES), the he joined the Institut Català de these changes at the mid-point in second largest financial Finances as head of its Client the term of each chairman. institution and the biggest private Management area, in charge of bank in Portugal, has named admitting and analysing loans to Jordi Sindreu (EDIK 84 and companies and government. MDMC 06) as its Companies Lores came from the BBVA group Manager. Sindreu is to help where he had spent his entire medium-sized to large (turnover professional career in a range of of more than €25 million) posts in Madrid, Girona and Catalan companies to do Barcelona. 92 business in countries where the

092-098 Nombramientos_ING.indd 92 6/4/10 17:02:32 IN THE NEWS APPOINTMENTS

1988 1989 Sol Daurella joins 1992 Economics Club board Eduard López, Josep Mª Malet (see class of 1982) Xavier Grau joins CEO at Laboratorios Carreras, Chairman of Diferentis Market Inibsa the Societat Catalana Strategy Eduard López d’Urologia Xavier Grau (Lic&MBA 88) Josep Mª Malet (EDIK 92 / has been Carreras Creación de named CEO at (Gestión empresas 00) Laboratorios Hospitalaria 89) has joined the Inibsa, S.A., a has been consultant team pharmaceutical company which appointed at Diferentis has three business units: Chairman of the Market Strategy as an associate dental, pharmaceutical and Societat Catalana d’Urologia for consultant specializing in CSR. hospital. Inibsa is a leading 4 years (2009- 2013). As Hitherto Marketing Director at manufacturer and marketer of Chairman he will be part of the MRW, Grau has been responsible dental anaesthesia in Spain and Executive Board of the Spanish for setting up the marketing, one of the top five Urology Association. Malet is market research and brand image manufacturers of such products currently head of the Althaia department. Previously he held in the world. López Perea joined Xarxa Assistencial Urology 1991 management positions in Inibsa in 2003 as its CFO. Service in Manresa. photographic sector businesses Rafael Alegre, Europe such as Fotoprix and Impuls Luis Maria Jaureguizar, CEO at Checkpoint Producciones. partner in Barcelona 1990 Systems 994 at Bauhaus Capital Checkpoint Partners Systems, the 1994 Luis Maria world leader in Jaureguizar shrink Santiago Castelló, new (Lic&MBA 88) management Director of Clients at has joined solutions, has the SM Group in Spain Bauhaus Capital appointed Rafael Alegre The SM Group, a Partners as a (Lic&MBA 91) as its new CEO Spanish partner in Mercedes Segura and Europe. Alegre joined Checkpoint publishing Barcelona at this international Javier Pérez Santana in 2001 as finance director for company M&A consultancy specialising in set up theatre producer southern Europe and in 2004 specialising in renewable energy projects. He is firm Los Smith was appointed CEO at ALS educational to seek out photovoltaic park and Producen (Apparel Labelling Solutions) for materials and children’s and wind farm investment Mercedes Segura (Lic&MBA Europe, a position in which he young people’s literature with a opportunities for the portfolio of 90) and Javier Pérez Santana was responsible for sales and presence in Argentina, Brazil, international funds that Bauhaus (Lic&MBA 90) have founded the operations. In 2006 he became Chile, Colombia, Spain, Mexico, CP works for. theatre production company Los Vice-President and CEO of ALS Peru, Puerto Rico and the Smith Producen, based in Madrid business worldwide. He has also Dominican Republic, has and Barcelona. Segura and held senior Human Resources announced the appointment of Pérez Santana have applied their positions. Sanitago Castelló (MBA 94) as extensive business experience its new Director of Clients in in mass consumer goods to the Spain. Castelló has extensive production of plays for general experience in management audiences. Their goal is to positions at major national and recover the true value of theatre multinational insurance and as “immediate entertainment” pharmaceuticals companies, and as a generator of real particularly in marketing and emotions. Algo más inesperado sales. His previous posts include que la muerte by Elvira Lindo Marketing and Sales Manager at is their first play and it has Alcon Laboratories, General premiered at the Lara Theatre in Manager at Winterthur Salud, Madrid. Marketing Director at the Winterthur Group and General Marketing Manager at Agrupación Mutua. 93

092-098 Nombramientos_ING.indd 93 6/4/10 17:02:50 IN THE NEWS APPOINTMENTS

Cayetano Olmos Francesc Rabassa, 1996 Francisco Pumar takes joins Deloitte as tax Deputy CEO charge at Insur partner at CNP Vida José Ignacio Nieto, The board at Cayetano Olmos Francesc new Vice-President at Inmobiliaria del (Lic&MBA 94) Rabassa (EDIK A.T. Kearney Iberia Sur has has joined 94), Chairman Strategic appointed Deloitte as a of the ESADE consultancy firm Francisco partner in the tax Alumni A.T. Kearney has Pumar (MBA department at its Insurance Club, named José 98) as the company’s new CEO. Barcelona office has been appointed Deputy CEO Ignacio Nieto For the last ten years Pumar has and becomes one of the group of at CNP Vida Compañía de (MBA 96) as its been Director of Expansion and 35 partners who head Deloitte Seguros y Reaseguros. CNP Vida new Vice- Development at Inmobiliaria del Abogados y Asesores Tributarios belongs to the CNP Assurances President in Sur, and has been actively in Spain. Olmos joined Arthur Group, the leading personal Spain. Nieto, who until now had involved in the process of Andersen, Asesores Legales y insurance carrier in France. been bureau chief in Madrid, expansion and development of Tributarios, in 1994 and built an Rabassa has had a long career in joined A.T. Kearney in 1996 and the company and its group of excellent career as a tax expert. the insurance sector featuring has extensive experience in the subsidiaries and investees. In He is a regular speaker at various managerial positions in transport sector and in retail and April 2009, Pumar was appointed business taxation seminars, a organisations like Génesis, consumer products where he has deputy CEO, a position he member of the Fiscal Committee Banco Atlántico and AON. He implemented strategic and combined with being Director of of the Barcelona Chamber of joined CNP Vida in 2008 as operational initiatives for major Expansion and Development. Commerce and works with Director of Business national and international universities, research institutions Development, a position which operators. He is also an expert in and the pharmaceutical sector. he held in addition to being CEO commercial areas. 1999 at CNP Assurances Sucursal en Miguel Abelló, new España, and which he will Manuel Fernández Marketing Director at continue to combine with his new 1998 Trenas, re-elected Vice Novartis Consumer responsibilities. Dean of ICAMAT Health BDO names Ignacio Manuel Miguel Abelló Algás as new partner Fernández (Lic&MBA 94) 1995 Ignacio Algás Trenas (MBA has joined (Lic&MBA 98) 99) has been Novartis Anna Jornet, has spent his re-elected as Consumer Health Marketing Director entire career at Vice Dean of the as its new at Serhs Tourism BDO in its Bar Association of Mataró and Marketing Anna Jornet Barcelona office. will be in the post until December Director for Spain (Lic&MBA 95) BDO, an international auditing and 2013. Manuel Fernández is a and Portugal. With over 15 years has joined Serhs professional business services partner and cofounder of experience in marketing and Tourism as its company, has appointed Algás new Advisoria, the company that sales positions, Abelló has Marketing partner at the firm. Algás joined resulted from the merger of worked for multinationals such Director. Besides BDO in 1998. He has led the IFRS ADHOC (a law firm headed by as Danone, PepsiCo, Unilever her degree and MBA from ESADE, (International Financial Reporting Manuel Fernández Trenas) and Bestfoods and Anheuser-Busch. Jornet has also completed a Standards) Desk, which Florenza & Duran Assessors (an Previously Abelló was Country Management Development centralises doctrine, queries and economic research firm). Manager for Budweiser. Programme (PDD) at IESE. She studies about the international began her career in 1995 at accounting that is mandatory for Adams Spain where she was listed companies in the European Director of Marketing between Union, and directs the international 2000 and 2003. Before joining area of the Barcelona office. He is Serhs Tourism, she worked as a chartered accountant and Director of Marketing and Trade member of the Official Register of Marketing at KH Lloreda. Auditors and the Institute of Chartered Accountants of Catalonia. He has also worked with the Financial Studies Centre, the Association of Economists of Catalonia, Barcelona University and ESADE. He specialises in listed companies and in complex 94 international groups.

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Xavier López Sautés, 2000 María Isabel Portfolios in the Property Director of Expansion Sanclemente, Director Management Directorate. In her at CENTURY 21 Spain Xavier Llobera, of the CET IPRES new position, Serrano is tasked Xavier López Business Development María Isabel Sanclemente (MBA with reporting on the Sautés (DGM 99) Manager at the 00) has been appointed Director development of the property has joined U.S. Microsoft Productivity of the CET (Special Work Centre) portfolio and establishing the multinational Innovation Centre IPRES for corporate social criteria and general assumptions CENTURY 21 as Xavier Llobera awareness in the integration for drawing up feasibility studies, Director of (MBA 00) has of workers with physical and/ monitoring and the aggregate Expansion in order to implement joined the or sensory impairments, as portfolio scoreboard. From a and develop its network using the Microsoft well as to support mandatory market standpoint, her role is to franchise system throughout Productivity compliance with the LISMI (Social gather, review and analyse sector Spain. CENTURY 21 is the world Innovation Centre Integration of the Handicapped drivers so as to gain a global leader by number of real estate as Business Development Act) by companies with more product vision that makes it brokerage offices with more than Manager to lead business than 50 workers. possible to map out asset 8,500 in over 60 countries. development and business investment and divestiture relationships with clients and strategies based on this partners nationwide. Over the 2001 information. At the operational past three years, Llobera has level, she is to establish been Microsoft’s public sector Montserrat Serrano procedures for monitoring and head in Catalonia. Prim, head of Real controlling the performance of Estate Portfolios at the actions specified in the Banco Sabadell Investment Plan. Montserrat Serrano Prim (Lic&MBA 01) has joined Banco Sabadell as head of Real Estate

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2002 specific applications for sports at Mercer, Human Resources 2008 enthusiasts such as how to Manager for Senior Management Joaquim Sarrate organise groups and at Altadis and Consulting Jordi Frigola, manager takes over championships, recording Manager at Arthur Andersen and at KPMG Restructuring at Dr. Frühbeck training and taking part in Peoplematters. Jordi Frigola Law firm Dr. competitions. (MBA 08) has Frühbeck has been appointed appointed 2006 manager in the Joaquim Sarrate 2004 Restructuring (DTI 02) as its Antoni Bandrés, Milk Department at bureau chief in Elisabeth Brugueras Director at Danone KPMG, where he delivers and Barcelona. Sarrate joined the Ripol founds Spain and South specialises in corporate firm in 1996 and since 2008 2feelsport.com Europe Coordinator restructuring and crisis has been co-director of the Antoni Bandrés management services. office of Catalonia. In his new (EMBA 06), until position he will be in charge of now SSD Carme Rayo, R&D a team of 15 people. The Director of and Production Director Barcelona office is the second Danone at Proceli Turull largest in the law firm, which Portugal, has Carme Rayo has its headquarters in Madrid. been appointed new Milk (EMBA 08) has Sarrate is to combine this Director at Danone Spain and become R&D and professional activity with South Europe Coordinator. He Production teaching at the ESADE Faculty (see class of 2003) will be in charge of the Milk Director at Proceli of Law. Purchasing Department in Turull, a company Spain and will also coordinate that makes diet bread and pastry 2005 the other countries in Southern products. Rayo has over 10 2003 Europe (Danone Portugal, years’ experience in the food Juan Barrios becomes Danone Canary Islands and industry and has joined Proceli Elena Lamenca, new head of RCD Danone Italy). after holding innovation posts at Administration Director Mallorca companies including Wrigley and at Lupo Barcelona Real Club Panrico. Elena Lamenca Deportivo 2007 (MDEF 03) has Mallorca has Josep Maria Obiols, been appointed named Juan Francesc Riera, Director of Network head of the Barrios (EMBA Director of Training Operations at Mail Department of 05) as the club’s and Marketing at Mail Boxes Etc. Administration at new head. Boxes Etc. Mail Boxes Etc. Lupo Barcelona, reporting to Barrios has joined the club to Francesc Riera has announced the Financial Management at the strengthen its management area (PDG 07) is appointment of headquarters in Barcelona. She and has almost ten years’ the new Josep Maria Obiols is in charge of financial reporting experience in corporate finance Director of (DES 08) as its (parent and subsidiary), departments. He has been a Training and Director of Network management control, processes manager in sectors such as Marketing at Operations. Obiols joined Mail and procedures, cash consulting, healthcare, tourism Mail Boxes Etc. Boxes Etc. in January 2001 as management and the and telecommunications. Riera joined the company in Operations Supervisor and in administration team. 2005 as Director of Expansion October 2007 became Mario Cerón and in 2007 became Operations Manager. In addition David Comuñas Hernández, EMEA Operations Manager for the to his experience in this Llunell and Elisabeth Sales Compensation group. company, Obiols has extensive Brugueras Ripol found Manager at Ecolab professional experience in the 2feelsport.com Mario Cerón Hernández (MP- transportation sector, having David Comuñas SEP 05) has been appointed worked at Chronopost Llunell (AGT 03) EMEA Sales Compensation International in the French group and Elisabeth Manager at Ecolab. His new La Poste in a variety of posts in Brugueras Ripol position in the company involves sales. (Lic&MBA 04) management responsibilities in have developed compensation systems for the with other partners a new w3 sales force in over 25 countries start-up called www.2feelsport. based in Zurich. Previously 96 com, a social network that offers he was Director of Consulting

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Vanessa Horreo provides advanced R&D Guillermo Villamor Jesús Martínez Hernández, Employee consultancy services for Mendes-Martins, Bustos, Director of Engagement Manager companies and research Director of Business the Barcelona office at at American Nike centres, including seeking Development Spain Development Systems Vanessa public funding for major R&D at Rêv Europe Jesús Martínez Horreo projects especially from the EU Guillermo Bustos (CCC Hernández (Seventh Framework Villamor 09) has been (DARH 08) has Programme, etc.) and Mendes- named Director joined innovation training services. Martins (PMD of the American Nike 09) has taken Barcelona office as Employee Engagement over as of Development Manager, a newly created 2009 Director of Systems, a Spanish consultancy strategic area in the company Business firm with a 30-year track record in where her main duties will be José Ignacio Ruiz Development Spain at Rêv implementing business and HR talent retention, promoting the López, head of Europe. In his new post he will be models in large corporations. effectiveness of the Control and Operating responsible for planning and With over 100 consultants and 7 organization and partnering Efficiency at Orange implementing the company’s offices in Spain, Portugal and the different areas in the Spain pre-paid financial services Latin America, Martínez Bustos Wholesales business. José Ignacio business in Spain, focusing on was until now its Projects Previously she was head of Ruiz López its primary niche which consists Director. Selection and Development at (MDMC 09) has of markets that receive little or Arbora&Ausonia and for more joined Orange no service. Sergio Sáez than six years HR Generalist at Spain as head founds CityWalks Wrigley’s. of its Ana María Pérez Sergio Sáez Department of Sánchez, partner Blasco (MBA Luis Mercè, Control and Operating Efficiency director at Great! 09) has set up CEO at Cenego for the following company Marketing de Gran CityWalks, a Luis Mercè customer services: loyalty, Consumo company that (Dirección after-sales, retention, portability, produces and Estratégica de telesales, cross/up selling and sells tourism audio guides which Sociedades terminal delivery support. This provide exciting sightseeing Científicas 08) new department has been experiences. CityWalks has has been created to maximise the begun by marketing its appointed CEO at Cenego. efficiency of commercial activities innovative audio guides to city Mercè has been Secretary for the company customer hotels. In a few months it is to General of the Spanish portfolio and increase their launch a product for travel Gynaecology and Obstetrics impact in terms of customer agents who want to add value to Association since 2003. He is experience and satisfaction. the “flight+hotel” concept and also co-director of the In Vitro will also provide an online Fertilization and Medical Ana María Pérez Sánchez channel. For the moment, with 5 Genetics Unit at the Ruber (MCMD 09) has joined Great! languages and coverage of cities International Hospital in Marketing de Gran Consumo, like Barcelona, Madrid, London, Madrid. a leader in brand development Paris and Rome, CityWalks and activation as well as seeks to position itself as a Irene Larroy starts up mass consumer product leader in the market for these LAVIC Technologies innovation and renewal, as kinds of solutions. After 3 ½ years managing partner. Its services as CEO of CRIC range from strategic (Centre of consulting to implementation Research and and feedback. Innovation in Catalonia), Irene Larroy (PMD 08) has launched LAVA Technologies, a technological innovation consultancy firm, with her partner Dr. Manel Vicente. In this new project Larroy is to be We want to hear about your career moves. the CEO. LAVA Technologies is Send your appointment and photo to ESADE Alumni at: [email protected] 98 in the centre of Sant Cugat and

092-098 Nombramientos_ING.indd 98 6/4/10 17:03:37 GOOD NEWS! BCN-MAD 22 FRECUENCIAS EVERYDAY.

Now tenemos more frecuencias diarias from Barcelona! Hasta 22 frecuencias Barcelona- Madrid, 14 Barcelona- Paris, 14 Barcelona- Sevilla, 12 Barcelona- Mallorca, 10 Barcelona- Bilbao, 8 Barcelona- Málaga, 8 Barcelona- Roma and 6 Barcelona- Milano. Now Barcelona tiene more poder!

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