Growing Together

A TWO-MONTH PUBLICATION

OF THE ESADE ALUMNI Growing together projects ESADE Awards fornewentrepreneurial creating awork ofcinema about the process of Talks to Alex Rovira Jaime Rosales ASSOCIATION JULY-AUGUST 2008 l nº 126 l 10  of the company lawyer profile and new role The changing professional Legal Area Center Awards ESADE Brand takes root The competition ES124_DealOp_Cano224x286_TZ_RZ.qxd 19.06.2008 15:30 Uhr Seite 1

Cano Catalunya Concessionari Oficial BMW

www.bmw.es/ canocatalunya T'agrada conduir?

Cata o lun n y a a C START N

a u m n lo à e n c ci ar a, 22 – B

Encara més a prop. Amb el millor servei.

Cano Catalunya amplia les seves instal·lacions a Barcelona. A partir d'ara també podrà visitar la nostra exposició de vehicles BMW nous i vehicles del programa BMW Premium Selection al c. Numància, 22. A més a més, descobrirà tot un món de facilitats per al seu automòbil al nostre Servei Oficial BMW.

Cano Catalunya · Numància, 22 · Barcelona · Tel.: 93 495 74 00 · www.bmw.es/canocatalunya summary

A Publication of ESADE Alumni Av. Pedralbes, 60-62 08034 Barcelona Tel. 902 420 020 DEBATE 34 www.esadealumni.net Editorial 5 Crisis or economic slowdown?

EXECUTIVE BOARD TALKING TO 28 Germán Castejón, President Networking Jaime Rosales talks to Álex Rovira Pedro Navarro, Vice-president about the industry and the process of Patricia Estany, Vice-president ESADE ALUMNI INTERNATIONAL 6 creating a work of cinema Juan Ramírez, Vice-president and Treasurer REGIONAL CLUBS 8 BUSINESS CASES 46 Antonio Delgado, Secretary NH Hotels, challenges of internationalization FUNCTIONAL AND SECTORAL CLUBS 10 Members: Ignacio Arbués, Refresher activities LEGAL AREA 52 Marcelino Armenter, Manuel The new role of the company lawyer Brufau, Montserrat Maresch, FROM ESADE ALUMNI 18 Cecilia Nan Yeh Chang, Marcel PROFESSIONAL DEVELOPMENT 72 Planellas, Andreu Puig, Carles Meeting of Functional and Sectoral Clubs Activities Torrecilla and Diego Torrres and Class Representatives

ESADE Alumni Director: IN THE NEWS 76 Xavier Sanchez Professional update from alumni ESADE Class reunions Editorial Board: MEET THE FACULTY… 70 Ferran Ramon Cortés MEMBERS ONLY 88 Getting to know… and Marcel Planellas Josep Bisbé and Montse Ollé Exclusive fi nancial benefi ts Executive Director: for members NOTICIAS ESADE 58 Patricia Sotelo ALUMNI ENTREPRENEURS 68 Design and production Two approaches to entrepreneurial spirit BPMO Edigrup Features C/ Caballero, 79, 7ª planta, 08014 Barcelona MY OPINION 50 Tel. +34 933 637 840 Alumni The current-account defi cit www.grupobpmo.com by Luis de Sebastián for Solidarity 26 Coordination: THE TALE 98 Anna Aumatell Closing the Alumni for Solidarity project The story that would write its own ending and Elena Cabezas in Madrid and Barcelona by Fernando Trías de Bes Art Direction: Alumni for Solidarity Calendar Paula Mastrángelo África Digna Foundation Graphic Design: Alumni for Solidarity and Cajamar sign a sponsorship Juan Carlos Moreno agreement Dossier Layout: Juan Antonio Franco Language advising: ESADE Awards for new business projects 38 Raúl Pelegrín Production: Cristina Prats Update Photo editing: Carlota Prats English translation: and knowledge And as a bonus... Nancy Clarneau MATINS 16 BUSINESS CLASS 86 Advertising: The latest Matins ESADE Manel Carruesco SPECIAL TECHNOLOGY AND and Anna Navarro UPDATE 22 and 64 AUTOMOTIVE LEASING 88 Tel. +34 933 637 840 Refresher programs Executive Language Center Legal deposit: B-6077/ 90 Executive Education Distribution controlled by MBA Castilian Spanish: 16.700 Catalan: 14.300 English: 600 INDEX Listing of Alumni included in this journal

Laura Abarquero MDM 07 79 Eulàlia Gironés DEPN 08 79 Montse Ollé Finanzas para Dir., 74 Xavier Adserà CE Lic&Master 86 35 Alejandro Gómez MBA 06 44 Enfoque Gerencial Ángel Alonso MBA 02 42 Diego Gómez MBA 05 44 de las Finanzas 80 Aitor Alós MBA 01 42 Asunción González DMC 07 26 y CE Lic&Master Romain Altain MBA 04 43 Isabel Rallo Lic&MBA 99 26 Eloi Palà MBA 07 39, 40, 42, Juan Álvarez de Lara PMD 07 79 Francisco Javier EDIEF 86 y EDIK 43, 44 Enrique Álvarez MBA 02 42 Dueñas 88 27 Edgar Peña MBA 04 43 Ariel Areyuna MBA 01 42 José Antonio González MBA 90 7 Arantxa Pérez MBA 04 43 Xavier Argenté MBA 83 73 Óscar Górriz CE Lic&Master 85 68 Júlia Pérez MBA 98 78 Ramón Aspa MBA 97 63 Salvador Grané ADE 98 14 Marcel Planellas PMD 87 62 Sergi Audivert MBA 08 40 Albert Gubert MBA 99 78 Óscar Ribas MBA 06 44 Carlos Bach Lic&MBA 93 77 Julian Harland MBA 06 44 Jaume Riera MBA 89 76 Joaquim Badenes MBA 00 40 Adolfo Hernández MBA 05 44 José Antonio Río MBA 06 44 Jason Ball MBA 00 40 Carlos Hernández Lic&MBA 05 69, 78, 79 Rosana Ripoll MBA 04 43 Víctor Barajas EDIK 96 12 Cinthia Hernández MBA 05 44 Josep Rius MBA 03 43 Violeta Barberán MBA 07 39 Ingrid Hernández MBA 05 44 Laura Rivera MBA 05 44 Víctor Barceló Lic&MBA99 27 Ricardo Hernando DGM 97 87 Jordi Robinat CE Lic&Master 78 60 Marta Bellobí MBA 02 42 Jaume Hugas MBA 88 62 Montserrat Robot MBA 92 77 Eugenia Bieto Lic&MBA 73 38 Camelia Ilie SEP 07 62 Xavier Roca Lic&MBA 98 78 Josep Bisbe Lic & MDE 84 56, 57 María Inaraja MBA 05 44 Josep Rocas MBA 02 42 Miquel Ángel MBA 07 39 Antonia Jabalera MBA 02 42 Antonio Rodríguez MBA 04 26 Bonachera Sacha Keen MBA 07 39 Furones Jordi Bricio MBA 01 42 Fernando Labastida Lic&MBA93 27 Jaume Roquet MBA 06 44 Joan Josep Brugera MBA 71 60 Ignacio Lamarca MBA 04 43 David Ros MDM 02 79 Claudio Brugueras DIN 05 79 Gustavo Lanziano MBA 05 42, 43, 44 Jaime Rosales Lic&MBA 92 16, 28, 29, Marina Buxó Lic&MD 99 52, 53, 54 Ignacio Lerin MBA 05 44 30, 32 David Calvet Lic&MDE 91 77 Garikoitz Lerma MBA 04 42, 43, 44 Patrick Rose MBA 07 39 Fernando Campo MBA 06 44 Antonio López MBA 01 42 Ramón Roset MBA 98 78 Josep Lluís Cano Lic&MBA 90 9, 76 Javier López MBA 05 44 Álex Rovira Lic&MBA 82 8, 16, 28, 29, Joan Cañigueral MBA 90 76 Juli López Lic&MBA 92 77 30, 32 Albert Carbé MBA 02 42 Rodolfo López MBA 01 42 Óscar Sala MBA 05 44 Miquel Carbonell MBA 00 40 Enrique López Viguria MBA 90 26 Josep Salom MBA 04 43 Marcelo Cárcamo MBA 00 40 Enrique Lores MBA 93 77 Ezequiel Salzberg MBA 02 42 Ana María Casals MBA 07 39 Carlos Losada Lic&MBA 79 7, 17, 18, 19, Daniel Sánchez MBA 05 44 Joan Casaponsa Lic&Master 81 76 20, 58, 60 Fernando Sánchez MBA 07 39 Óscar Cascan MBA 01 42 Federico Madrid MBA 03 43 Gustavo Sánchez MBA 03 43 Xavier Castañer Lic&MBA 92 7 Magda Malé Lic&MBA 98 78 Xavier Sanchez Lic&MBA 97 7, 17, 16, 18, Germán Castejón Lic&MBA 81 4, 8, 18, 19, Josep Mª Marín MBA 02 42 21, 27 27 Malysa Martin MBA 07 39 Josep Santacreu PMD 89 26 Héctor Cepero MBA 02 9 Sara Martín MBA 07 39 Sebastián Sastre MBA 70 52, 53, 54 Aliciela Cinches MBA 07 39 José L. Martínez MBA 00 40 Alfons Sauquet MBA 90 6 David Comuñas AGT 02 79 Ramón Martínez MBA 03 43 José Sela Lic&MBA 97 78 Alberto Constans Lic&MBA 98 78 Sergio Martínez MBA 06 44 Álvaro Serrano MBA 04 43 Miguel Ángel MBA 05 44 Jaume Masana Lic&MBA 90 76 Marc Serruya MIM 88 87 Contreras Joan Massallé MDMC 05 86 Ricard Servalós CE Lic&Master 77 6 Xavier Corbella MBA 05 44 Todd McKain MBA 06 44 Joan Manuel Soler Lic&MBA 68 60 Francisco Javier Lic&MBA 93 77 Pol Soler Lic&MBA 94 87 Xavier Mendoza Lic&MBA 79 62 Cornet Patricia Sotelo MBA 02 19, 20 Clara Costafreda MBA 05 44 Javier Mérida CE Lic&Master 90 7 Michael Tauber MBA 01 42 Sebastián Daroca MBA 01 42 Santiago Mínguez Lic&MBA 98 23 Sylvia Taudien EDIK 88 76, 79 Rafael de Porras MBA FT 93 8 Isa Moll Lic&MBA 93 76, 77 Raúl Tejada MBA 06 44 Olivier Dupont MBA 03 43 Jordi Montaña MBA 84 76, 77 Emy Teruel MBA 02 42 Christian Duran MBA 06 44 Xavier Montero MBA 06 44 Clotilde Tesón Dir. Finanzas 03 76, 79 Montse Duran MBA 07 39 Jordi Montes MDEF 02 78 Iván Tintoré Lic&MBA 01 69, 78, 79 Fidel Egas MBA 01 42 Lluís Montras MBA 92 77 Pepe Tomé DGM 06 79 Verónica Escuer MBA 00 40 Olga Morancho MBA 05 44 Xavier Torra EDIK 84 73 Martín Fabregat Lic&MBA 87 86 Rosa Mª Morera MBA 07 39 Fernando Trías de Bes Lic&MBA 90 9, 98 Borja Fernández MBA 03 43 Volker Muench MBA 03 43 Sebastián Trivière MBA 03 42, 43, 44 Julián Ferrer MBA 03 43 Tatiana Musse MBA 06 44 César Val EMBA 05 79 Deirdre Field MBA 07 39 Marc Navalón PDD 07 79 Patricia Valentí MBA 02 19, 20 Joaquim Fillola MBA 07 39 Sonia Navarro MBA 01 26 Joaquín Valenzuela DIN 02 52, 53, 54 César García de Roda Lic&MBA 94 77 Antonio Navas AGT 92 52, 53, 54 Juan Ignacio Vega MBA 03 43 Miguel García MBA 04 43 Antonio Nuñez Lic&MBA 94 78 Josep Manel Ventosa Dir. Finanzas 01 76, 79 Estelrich Joaquim Oliveras EDIEF 00, MDEF 52, 53, 54 Eva Verdura MBA 05 44 Joan García Lic&MBA92 14 03 y Corporate Carlos Vila MBA 04 8 José María Gascón AGT 97 y MAF 01 52, 53, 54 Finance 04 Juan G.Villa MBA 00 40 Valeria Gatica MBA 01 42 Josep Miquel Viñals Lic&MBA 91 77 4 Loic Genton MBA 07 39 Nicolás Williams MBA 00 40 EDITORIAL Creating business and growing together

anagerial talent and the We recently distributed the new membership entrepreneurial spirit, key factors card which can be activated as a VISA card at M for development and progress in preferred rates. Next September marks the any society, are even more important when start of broadcasting for www.esadealumni.tv, uncertainty is on the rise, and risk along with an online television channel which will make it, such as we fi nd today. it possible for you to access our activities, ESADE and ESADE Alumni share a interviews with alumni entrepreneurs, commitment to developing entrepreneurial knowledge pills from ESADE professors, and spirit—through focused, quality training so on. Coming soon, we will also launch the and dedicated research, through ESADE’s Class Newsletter to facilitate communication Entrepreneurship Center, through the intense between alumni from the same graduating activity of ESADE Alumni’s Business Angels class. All of this is possible thanks to the Club, through business creation projects both extraordinary contribution, certainly an in the ADE School and the Business School, entrepreneurial contribution, from more and other initiatives such as Technology than 500 alumni who directly participate in Springboards and soon, Creapolis. We also leading the Association’s activities, with the do so by disseminating the entrepreneurial professional support of the ESADE Alumni activity of our alumni through this magazine team headed by Xavier Sanchez. You can and other media. This issue’s dossier is see many of them in the article on club and dedicated to stimulating entrepreneurial class delegate meetings held in Madrid and action, on the occasion of the ESADE awards Barcelona. To all of them and to all of you, for new business projects from the MBA many thanks for contributing to the growth of this great alumni network. We encourage you We continue working to to participate, to get connected, because it is your network. A network that we want to increase the value proposition continue to activate in line with our mission: of the Alumni network contributing value to the alumni, to ESADE and to society. students. These awards are an example of ESADE’s commitment to entrepreneurs, to the As always I am at your disposal at objective of learning how to create business, german.castejon@alumni.esade.edu as Professor Eugenia Bieto comments in an Thank you. article which includes several interviews with alumni entrepreneurs. ESADE Alumni is also an entrepreneurial project undergoing constant growth. We are approaching the end of the 2007-2008 fi scal year, and I am pleased to announce that the growth objectives we presented at the last Annual Meeting are being met. Just a few weeks from fi scal year close, we are already nearing 13,000 members, we have carried out more than 400 events with nearly 20,000 participants, we have expanded our activities to 28 countries, and we have signifi cantly increased our focused activities through the functional and sector-specifi c clubs and class reunions, which this year come to about 130. We continue working to increase the value GERMÁN CASTEJÓN (LIC&MBA 81) proposition of the Alumni network. I am ESADE ALUMNI PRESIDENT pleased to announce three new initiatives. [email protected]

5 ESADE ALUMNI INTERNATIONAL

Argentina Chapter New York Chapter Plenary session: past, ‘Challenges of innovation: present and future ESADE’s strategy‘, with Dean Alfons Sauquet The ESADE Alumni Buenos Argentina Chapter met on New York, United States Aires, May 15th in Buenos Aires April 18th, 2008 Argentina in order to analyze the May 15th, Chapter’s objectives and 2008 accomplishments over its two years of existence, and to plan future activities. A networking cocktail party closed the event.

The new ESADE dean, Alfons Chapter. 25 alumni were present Sauquet (MBA 90), met with at the event, where they were ESADE alumni from the New York brought up to date with ESADE.

Switzerland Chapter Contact us at [email protected] Session on how cybernetics reinvents our organizations Andorra Chapter Zurich, Switzerland Lecture on March 30th, ‘Motivation and 2008 variable retribution‘

The ESADE Alumni On March 30th, the ESADE Alumni titled “From discord to symphony: Andorra la Vella, Andorra Andorra Chapter Switzerland Chapter organized How cybernetics reinvents our March 6th, organized the the ﬁ rst lecture by Ralf Eckhard organizations”, took place in 2008 lecture Motivation Türke, of Malik Management Zurich and ended with a networking and Variable Retri- Zentrum St. Gallen. The session, luncheon. bution, which took place at the ofﬁ ces Contact us at [email protected] of Banco Sabadell de Andorra and was delivered by Ricard Serlavós (CE Lic&Master 97), associate professor in ESADE’s Chapter China department of Human Resources Management. ‘The seven plus one: myths of investing in China‘

Thanks to the agreement on a network Shanghai, China of networks, the China Chapter was March 5th, invited to a HEC Alumni event in Shang- 2008 hai. 33 alumni and students attended the conference entitled The seven plus one: myths of investing in China, given by Eric Goujon, PWC partner and Presi- dent of Beijing HEC Alumni, and Thierry Labarre, President of Mazars China. Contact us at [email protected] Contact us at [email protected] 6 ESADE ALUMNI INTERNATIONAL

Portugal Chapter Washington Chapter Lecture ‘Learning Celebrating 50 years from Private Equity‘ of ESADE in Washington

Washington DC, United States March 27th, 2008

Lisbon, Portugal February 21st, 2008

The ESADE Alumni Portugal Chapter organized the The USA ESADE Alumni Chapter ESADE initiatives in Washington lecture Learning from Private Equity as part of the invited all their alumni to a spe- were debated at the dinner, which knowledge refresher program. Xavier Mir de la Fuente, cial dinner organized in Washing- included the presence of the academic collaborator from ESADE’s Department of ton on March 27th, to celebrate Spanish ambassador in Washing- Business Policy, delivered the session. ESADE’s 50-year anniversary. ton, Mr. Carlos Westendorp.

Chapter Benelux France Chapter Session on Management Celebrating 50 years by Values (MBV) of ESADE and 5 years of the Chapter Amsterdam, The Netherlands The ESADE Alumni France Chapter met February 26th, Paris, France April 9th at the Parisian residence of Mr. 2008 April 9th, Francisco Villar Ortiz de Urbina, Spain’s 2008 embassador to France, on the occasion of ESADE’s 50-year anniversary and the Chapter’s 5 years. In attendance were Car- This professional development session for organizations to understand and los Losada (Lic&MBA 79), ESADE Director took place in Amsterdam, and con- put into practice the results of over 30 General, and Xavier Sanchez (Lic&MBA sisted of a presentation of the essen- years of research in the psychology of 97), ESADE Alumni Director, in addition to tial elements of a new management work carried out by Professor Simon L. Xavier Castañer (Lic&MBA 92) President of model. This model makes it possible Dolan and his team. the ESADE Alumni France Chapter and the rest of the board members. The event was Contact us at [email protected] sponsored by the Cofel Group, a branch of Pikolin Group, thanks to José Antonio González (MBA 90), their General Manager.

Mexico DF, Mexico Chapter Mexico February 25th, Informational sessions 2008 on the MBA program

On February 25th, Beatriz Martínez, Associate Director of ESADE Admissions, led an informational session on ESADE’s MBA program in Mexico. In attendance at the event was Javier Mérida (CE Lic&Master 90), Contact us at [email protected] Chapter President. A dinner to promote local networking followed. Find more information at: www.esadealumni.net Contact us at [email protected] ➔ Alumni Network ➔ International Chapters 7 REGIONAL CLUBS

Asturias Club Eastern Andalusia Club “Vision, leadership and “Business leadership transformation”, with Àlex Rovira competencies”

ESADE 50-year celebration in Asturias This session was held in Granada on May 12th, under the leadership of Amy Leaverton, associate professor in ESADE’s Department of Human Resource Management, and expert on topics dealing with leadership development, executive coaching and developing competencies in emotional intelligence. On the occasion of ESADE’s 50-year and included a welcoming address from The President of the Regional Club, Rafael de anniversary, the Asturias Club organized Miguel de la Fuente, Dean/President of Porras (MBA 93), welcomed attendees and a celebration in Oviedo on May 22nd. The the Economists Association of Asturias, as introduced the presentations. event was hosted by Germán Castejón well as a lecture by Àlex Rovira (Lic&MBA During the session, Leaverton explained how (Lic&MBA 81), ESADE Alumni President, 82), professor in ESADE’s Marketing to deﬁ ne your own strategy for personal and Department and successful business competency development through analysis writer. Under the title Vision, leadership and reﬂ ection on the leadership competencies and transformation, Rovira spoke of his themselves and leadership capability. After the famous “seven powers”, along with other lecture, attendees were able to have dialogue while interesting topics. There at the Hotel de enjoying Spanish wine. la Reconquista, the nearly 150 attendees were able to afterwards enjoy relaxed conversation at a cocktail party.

Girona Club “A country under construction: culture and Contact us at communication policies” [email protected]

Aragón Club “Career strategy”

A seminar on career strategy, led by Carlos Vila (MBA 04), President of the Organized on April 15th by the Girona Tribune, ESADE Alumni Aragon Club, was held on alumni in Girona were able to attend this lecture February 25 in Zaragoza. The session given by Joan Manel Tresserras, Councillor for included participation from Jaume Lladó, Culture and The Media in the Catalonia Regional Manager of Consulting HR Integral Government. Solutions (CHRIS) and founding partner of Equipo Atlas de Estrategia Personal y Contact us at Contact us at [email protected] Profesional, and Alfredo Martínez, from [email protected] ATE Human Resources.

8 REGIONAL CLUBS

Lleida Club Western Andalusia Club Dinner-discussion “Economic and business with Tatxo Benet prospects for 2008”

The Lleida Tennis Club This roundtable, moderated by Matilde hosted a dinner-discussion Espina, Institutional Relations Director on March 6th with Tatxo for the Businessmen’s Confederation Benet, partner of Mediapro of Seville, included participation from and creator of Audiovisual Miguel Ángel Jiménez Rodríguez, Sales Sport. After Tatxo’s Manager for Publiespaña, S.A., José presentation about the Alberto Ramírez Mallor, Southern Region current situation of the Manager for RACC Club, and Luis Felipe audiovisual business, Campuzano Díaz, writer and business consultant. The event was some thirty alumni attended by some twenty alumni and took place in the auditorium of La joined him for dinner and Caixa in Seville, on March 10th. conversation about current affairs in Lleida, among Contact us at [email protected] other topics.

Valencia Region Club Aragón Club Is the ethics of the new “From creativity to world order proﬁ table? creation of new markets”

Justo Villafañe, tenured professor at the Complutense University of Madrid, gave this 17th Seminar on Economics and Business Ethics, organized by the Etnor Foundation. The session took place on May 13th, and highlighted such fundamental Fernando Trias de Bes (Lic&MBA 90) met with alumni in Aragon elements for the information on May 7th, in order to present the 2nd scheduled Program for society as transparency and Management Development (PMD), organized by ESADE Executive reputation. Education and the Zaragoza Chamber of Commerce and Industry. About 90 persons were in attendance. Contact us at [email protected] Contact us at [email protected]

Galicia Club “Business Intelligence”

Josep Lluís Cano (CE Lic&Master of the ESADE Alumni Galicia 90), professor in ESADE’s Club, introduced the event after Information Systems Management an aperitif and reception for department, gave this address networking, where attendees in La Coruña on May 14th. The could enjoy relaxed conversation lecture dealt with information before going in to the meeting. Contact us at systems for businesses, based [email protected] on Business Intelligence. Héctor More information at www.esadealumni.net Cepero (MBA PT 02), President ➔ Alumni Network ➔ Clubs 9 FUNCTIONAL AND SECTOR-SPECIFIC CLUBS ACTIVITIES

Health & Pharma Club

05/07/08 Barcelona Integrated services for addressing chronic illnesses A round table on the problem of managing patients with complex illnesses from different perspectives. Participating in the event were Rafael Bengoa, Manager of Kroniker; Glòria Jodar, Director of the Primary Care and Community Health Innovation Plan for the Catalonia Regional Government; Joan Carles Contel, Nursing Processes Coordinator for Costa de Ponent, of the Institut Català de la Salut; and Javier Barguiñó, senior management in the Grupo AIA.

Culture Industries Club Club BIT

05/06/08 Barcelona The evolution of television: future business models in private, public and theme 04/21/08 Barcelona networks, with the participation of Pere Telecommunications: Vila Fumàs (MBA 87), Technology Manager infrastructures of the future, a for the Corporació Catalana de Mitjans speech by Jordi Bosch, Secretary Audiovisuals; Maite Rodríguez, Director of Telecommunications and General of the Special Council on Theme the Information Society for the Channels (CONECT) and Javier Martínez Catalonia Regional Government. Hernández, head of Sales for Antena 3 TV, Onda Cero, ADN, La Gaceta de Salamanca, Europa FM and Movierecord in Catalonia. 04/08/08 Madrid The process of transforming RENFE: ICT as a factor driving change, a lecture from Óscar Gómez Barbero, Corporate Manager of RENFE Information Systems. In collaboration was the ESADE Alumni China Global Business Club.

Public Administration Club

04/08/08 Barcelona Dinner-discussion: Politicians and public managers: common law marriage?, on the distinction between political and managerial roles, with Montserrat Tura, Justice Councillor of the Catalonia Regional Government. The event took place at El Mirador Restaurant in the Palau de la Música Catalana.

04/17/08 Madrid Administration and users: taking steps toward new ways of relating, by Mercedes Elvira del Palacio, Secretary of State for the Public Administration.

More information at www.esadealumni.net ➔ Alumni Network ➔ Functional and Sector-speciﬁ c Clubs 10 FUNCTIONAL AND SECTOR-SPECIFIC CLUBS ACTIVITIES

Automotive Club

04/17/08 Barcelona Visit to the Applus+ IDIADA facilities. This company is an international automotive-industry partner in product development activities, through providing services in design, engineering, testing and standardization.

03/26/08 Barcelona The future of the automotive sector in Catalonia. Competitiveness factors in the Catalonian and Spanish automobile industry in a globalized world, a round table with the participation of manufacturers, suppliers, distributors and representatives from government.

Financial Management Law Club and Control Club

03/06/08 Madrid 04/09/08 Barcelona Facing uncertainty in the Legal aspects of the use of e-mail ﬁ nancial market, alternative in companies, analyzing labor and investments. Third session of penal aspects of this question through the second series on wealth interventions from Manel Hernández, management, led by Alfonso Ofﬁ ce Manager of Sagardoy Attorneys García Yubero and Javier San Pío in Barcelona, and Joaquín Aguirre, Garrido, expert analysts from Judge from the First Instance Criminal Banif Banca Privada. Court No. 1 in Barcelona.

Operations Club 04/01/08 Barcelona The future of the legal profession, lunch-discussion with Emilio Cuatrecasas, Executive President of Cuatrecasas Attorneys.

03/04/08 Barcelona Practical Legal Marketing: how to become a market standard? Practical session to analyze what marketing activities to carry out in order to gain good positioning in the market and so 03/26/08 Barcelona become a standard of reference in the Presentation of the book Catalunya sera legal sector. logística o no serà, by Ramón Tremosa, where he assesses current reality and the potential of logistics in Catalonia, offering a comparison between Catalonia and Flanders, and reviewing the situation of the transportation infrastructure in Catalonia. 11 FUNCTIONAL AND SECTOR-SPECIFIC CLUBS ACTIVITIES

Marketing Club

04/01/08 Barcelona A product called Expo, lecture given by Jaime Armenter, head of the Promotion, Marketing and Advertising Area of Expo Zaragoza 2008.

03/04/08 Barcelona El hombre que recuperó el orgullo de vender [The man who recovered his pride in selling]. A presentation of the book by Víctor Barajas (EDIK 96), General Manager of Aula de Ventas, and Lorenzo Muriel, Training and Commercial Development Manager of Deutsche Bank.

02/26/08 Barcelona TV n.0, marketing or relational advertising, with President and Managing Director (CEO) of Grey Group, John A. Lynn, and Internet Coordinator of CCRTV Interactiva de Tele- visió de Catalunya, Jordi Pi I Muntadas, as speakers.

Espai Vicens Vives

04/22/08 Barcelona Religiousness and spirituality in the 21st century. Is non- participation winning? Under the leadership of Francesc Torradeﬂ ot (Secretary of the UNESCO Association for Inter- religious Dialogue) and Lotﬁ El-Ghandouri (President-Founder of Creative Society), such inspiring (and even transgressive) concepts as “lay spirituality”, “spiritual intelligence” and “religious interbreeding” were presented and discussed.

03/30/08 Barcelona II Annual Espai Vicens Vives Retreat, at the Hostal del Senglar, in L’Espluga de Francolí (Tarragona).

02/26/08 Barcelona Dinner-debate with Josep Piqué. The fi rst of a series of encounters with different well-known fi gures in order to refl ect on how civic society can help 12 honor public activity. FUNCTIONAL AND SECTOR-SPECIFIC CLUBS ACTIVITIES

Sports Management Club

05/08/08 Barcelona Sailing around the world without ports of call. Albert Bargués, the only Catalonian sailor to sail around the world with no stopovers, shared with attendees his experience at the Barcelona World Race 2007-2008.

05/03/08 Barcelona Volkswagen Sailing Experience: Catalonia’s Sailing Week. Held from May 1st to 4th at the Nautical Club El Balís, in Sant Andreu de Lla- vaneres, this event attracted different types of recreational sailing, drawing 400 sailboats and 600 competitors.

03/12/08 Barcelona Leadership lessons: looking across time, a session led by Roberto Quiroga, full professor in ESADE’s Department of Human Resource Management.

Real Estate Club

02/28/08 Madrid The crisis and opportunities for investment, 2nd real estate colloquium. Participants included Sal- vador Grané (ADE 98) and Joan García (Lic&MBA 92), President and Vice-president of the club, Juan Barba, Manager of Doughty Hanson, Ismael Clemente, Managing Director of RREEF Europe, and Javier Martínez de Olcoz, Executive Director of Morgan Stanley.

Sponsors Functional and Sector-speciﬁ c Club activities are made possible thanks to collaboration from the following companies:

Sports Management Club Family Business Club Business Angels Club

HR Club Operations Club BIT Club Financial Management and Control Club

MásMore information at www.esadealumni.net ➔ Alumni Network ➔ Functional and Sector-speciﬁ c Clubs

MATINS UPDATE 05/07/2008 MATINS ESADE with Roque Gistau, 04/17/2008 MATINS ESADE with President of Expo Zaragoza 2008: The Meeting of Jaime Rosales, ﬁ lm director: Choosing Water and the Environment the Future: from ESADE to the Goyas. “The Expo will remain “Cinema is a language under impartial in the water debate” construction”

SPEAKER: Roque Gistau is Executive President of the state- SPEAKER: Jaime Rosales (Lic&MBA 92) studied cinema at the owned Expoagua, in charge of organizing the Zaragoza 2008 International School of Cinema and Television in San Antonio de los International Exposition. Gistau received his Civil Engineering Baños, Havana, Cuba, and at the Australian Film, Television and Radio degree from the Escuela Superior ICCP in Madrid and other School in Sydney. In 2007, he won Goya awards for best picture and degrees in Business Sciences from ICADE and in European best director for his ﬁ lm La soledad, at the 22nd Goya Awards. Integration from the CEOE-ICADE University in Leuven, Belgium.

“The Expo is simply a forum where Under the title Choosing the Futu- ble, since, “transferral of thought there is room for differing opinions re: from ESADE to the Goyas, the also matters at a school like and where we will develop a fi nal, producer, scriptwriter and director ESADE.” His fi nancial knowledge rigorous document on water, similar Jaime Rosales spoke at the April has served him well in his fi lm to the Kyoto Protocol.“ This was how 17th Matins ESADE. Rosales poin- career. “The artistic or fi lming Roque Gistau, President of Expo ted out that “Cinema is a language budget is the most important one Zaragoza 2008, summarized the that hasn’t yet been invented – it in fi lm-making; then there is the general philosophy of the exposition is still under construction”. The 10% dedicated to marketing and in his talk at the May 7th Matins ES- presentation was led by Àlex Ro- dissemination.” ADE. The idea that there will be no vira (Lic&MBA 82), professor in sermonizing of any kind at the Expo ESADE’s Marketing Management was another of the main points Gis- Department, and the ensuing dis- tau cleared up in his presentation. cussion was moderated by Xavier Gistau added, “No one will be prohibited from expressing Sanchez (Lic&MBA 97), ESADE themselves, so, if there is to be a debate on the Ebro River Alumni Director, and Lluís Bonet diversion, it will be welcome, though the Expo itself has no Mojica, fi lm critic and journalist opinion on the matter.” from La Vanguardia. Expo Zaragoza 2008 has been designed from a sustainable During his talk, Rosales considered viewpoint, so that everything runs on renewable energies. his business studies to be valua-

03/26/2008 MATINS ESADE with Enrique Goñi, General Manager of Caja Navarra: Civic Banking: innovation adopted in order to compete better. “At CAN it is the client who decides on the social service project”

SPEAKER: Enrique Goñi has a Law degree from the University of Navarra and a Masters in Management of Financial Companies. He joined the Caja Navarra Corporation in 2001 as General Manager, and in 2002, he took over the management of the Caja Navarra Group.

Caja Navarra (CAN) General Man- meant a 360º turnaround in CAN years they will cover 100% of the MAIN SPONSOR ager Enrique Goñi was the main operations. Goñi explained that Spanish population. Regarding in- speaker for the Matins ESADE “civic banking” is a novel way ternational expansion, he pointed session held on March 26th, of understanding the business out that they must follow client where he spoke on the “revolu- of a savings institution, where companies. For the moment, they tion” that has taken place at his the client “has all the rights and have opened business consulting SPONSOR institution and which has placed the banker has the obligations, ofﬁ ces in Poland, Czech Republic, the client at the center of strategy precisely backwards from how Romania and Great Britain. and decisions. “We decided to conventional banking business is stop deciding and to let the client understood.” For more information, photos, video and transcriptions, see www.esadealumni.net do it for us.” The establishment As far as future projections are ➔ Actividades Alumni ➔ Matins 16 of so-called “civic banking” has concerned, Goñi said that in 2 FROM ESADE ALUMNI

ESADE’s 50th Anniversary Appreciation dinner for our company sponsors

On June 3rd an appreciation dinner was held at Esadeforum for the ﬁ rms that had sponsored the events of ESADE’s 50th anniversary celebration. Both Carlos Losada (Lic&MBA 79), ESADE Director General, and Germán Castejón (Lic&MBA 81), ESADE Alumni President, personally thanked the group of business persons in attendance for their contributions.

SPONSORING COMPANIES:

• Ajuntament de Barcelona • DKV • DENTAID • EDM • KPMG • Renta4 • Bacardi • EMTE • Laboratorios Almirall • Riva y García • BPMO • Epise • Lilly • Saint-Gobain • Caja Madrid • Ernst & Young • Manpower • Santa & Cole • Cementos Portland Valderrivas • Fundació Puig • Mecanotubo • Seeliger y Conde • Conﬁ de • Havas Media • Meridia Capital • Service Point • Copcisa • Irestal Group • Newland Property Consultants • VERLAN - Injection Plastics • Daemon Quest • Jazztel • Panrico • Vodafone • Deloitte • Kailas MT • Prisa • Werfen Group FROM ESADE ALUMNI

Meeting of Functional and Sectoral Clubs and Class Delegates Alumni, a driving force for ESADE

ON APRIL 16TH, ESADE ALUMNI BROUGHT TOGETHER BOARD MEMBER REPRESENTATIVES FROM ALL THE FUNCTIONAL AND SECTORAL CLUBS, AS WELL AS ESADE ALUMNI CLASS DELEGATES.

ith more than 160 the growth which ESADE Alumni institution: “ESADE has known persons present, and is experiencing, to give you an from the beginning how to strike W the ESADEFORUM outline of the current situation of a balance between change space for a scenario, ESADE the clubs and class delegates, and continuity, always staying Alumni President, Germán as well as to let you get to know loyal to its way of doing things Castejón (Lic&MBA 81), each other and to exchange and its values”. Focusing on inaugurated a meeting which he information”. these deep-rooted values of qualifi ed as “one of the most ESADE, and especially on the important that we have organized CHANGE AND CONTINUITY, concept of change, the Director to date”. He also emphasized KEYS TO THE FUTURE General also remarked on the the great job of “over 500 alumni ESADE Director General, Carlos constant internationalization who devote part of their time to Losada (Lic&MBA 79) opened process which has carried the making our network stronger and his speech by expressing his institution forward since the 60s to keep it growing”. After this enthusiasm over the meeting: and 70s, “and which now has introduction, he went over four “It gives me great confi dence to become much more important main reasons for having called know that we have such a solid in staying not only among the this meeting: “For you to receive alumni network”. Confi dence top ten schools in Europe, but in fi rst-hand information about that he also expressed becoming a world class player.” what we are doing, to talk about with regard to ESADE as an Along these lines, Carlos Losada

ESADE Alumni President, Germán Castejón (Lic&MBA 81), with ESADE Alumni Director, Xavier Sanchez (Lic&MBA 97) and ESADE Director General, Carlos Losada (Lic&MBA 79)

18 Encouraging networking among attendees was one of the main objectives of the meeting FROM ESADE ALUMNI

ESADE Director General, Carlos Losada (Lic&MBA 79), during Patricia Sotelo (MBA 02), head of Functional and Sectoral Patricia Valentí (MBA 02), head of the Delegates Project, his speech Clubs, explained the importance of this social network stressed the growth which this project is experiencing also noted that this strong hand with ESADE Alumni; if we for the next academic year the internationalization process are where we are today, it is due objective is to reach 15,000 has been taking place among in large part to all of you, an members”. As for number of the faculty and in the programs activated network, powerful and participants at the events, he offered by the business school, tremendously effective”. indicated: “We are more and as well as in the research being more participative as a network, undertaken. OBJECTIVE: ADDING VALUE with attendance growing more After recognizing that ESADE On this point, Germán Castejón than 100% in the last three is at “a good moment”, and took the fl oor again in order to years”. So it is that for this to address the concept of give an outline of ESADE and year, a fi gure of 19,000 total continuity, Castejón asserted: its mission “to add value to attendees is predicted. “One special quality of our the alumni, to ESADE and also Continuing to quote fi gures, he institution is its entrepreneurial to society”. All this in addition stated that currently “there are spirit, which is in our DNA. to supporting alumni careers, 35,000 alumni spread across helping to upgrade their skills more than 95 countries, with Germán Castejón and encouraging networking. a total of 21 Chapters and Moving on from this starting 8 delegations, which may be underscored that point, he underscored the expanded soon”. All of this the objective for the signifi cant growth experienced without forgetting the Alumni next academic year by ESADE Alumni in number of for Solidarity project, which he is to reach 15,000 members and in participants claims to have great pride in, members at the events organized. In the and whose objective is to “make former case, he noted that use of the alumni’s managerial We were birthed from “accumulated growth over the experience and capacity in favor a commitment among last two years was 27%, while of solidarity projects”. businessmen to bring themselves up to date and to begin a process of liberalization—a commitment Communicate in order to grow which continues to be totally present today and which extends On the occasion of this meeting with clubs and delegates, to the society around us”. This Germán Castejón gave a preview of two initiatives was immediately followed by which he feels “very proud of”. First, the agreement his reference to the objective with RBA by which ESADE Alumni members can present of “providing high-quality manuscripts; the publishing house will publish those education to prepare competent selected in its new collection, Nueva Empresa, giving professionals who have a high the author a publishing contract. “We have seen that level of social responsibility”. the Alumni write very well and we think this is a great opportunity for them”, he noted. Linking this statement of Another new item which Germán Castejón revealed was intent into his fi nal remarks, “the desire to make the online ESADE Alumni TV platform Carlos Losada concluded: “It a reality, where all alumni will have access to the events is unthinkable to conceive of a in two formats: a brief summary or the entire document”. future that does not go hand in 19 FROM ESADE ALUMNI

Family photo of the board member representatives of all the Functional and Sectoral Clubs and the ESADE Alumni Class Delegates

FUNCTIONAL AND consultant. This is a formula SECTORAL CLUBS, which makes it possible to RISING IN VALUE establish contacts between To speak more in depth about professionals from the same the Functional and Sectoral segment and “where many Clubs and their future objectives, interesting agreements are Patricia Sotelo (MBA 02), Head reached”. The success of this of Functional and Sectoral Clubs, initiative has led ESADE Alumni took the fl oor. Beginning with leadership to consider repeating the fi gures of 21 clubs and 186 this with other clubs. Sotelo alumni taking part in their boards ended her speech with a video of directors, she noted that this viewing of the fi rst Aptissimi academic year they will reach awards, organized by the ESADE a total of 80 organized events, Alumni Law Club and held on “meaning an increase of 128% July 2007. over the last two years”. With these fi gures as a backdrop, There are currently 21 clubs, Patricia Sotelo addressed the main objectives set for this year, 186 alumni who form part of including activating the network their boards of directors and with presence and activity in 300 class delegates Madrid, increasing the quality of the events and support for the THE DELEGATES PROJECT clubs, all this with growth in the The head of the Delegates number of members per club, Project, Patricia Valentí (MBA which has been running at 31% 02), remarked during her In his speech, Losada highlighted ESADE’s “entrepreneurial spirit” through the month of March. speech on the growth of this Speaking of activities, project, which is important she especially highlighted “because we give depth to the organization of a business network”. From this basis, she networking encounter, aimed spoke of objectives established at the pharmaceutical and for the future, focusing on health sector, which gathered “extending this service to all 20 30 alumni together with a programs, improving negotiation FROM ESADE ALUMNI

with third parties and the type that, beyond the normal of events that are organized, in gatherings, they are trying to addition to improving the quality expand the variety of activities of service which we offer to the with “more recreational and delegates”. Finally, referring to family events”. the resources currently available to the latter, she stressed the The series of presentations objective of offering greater was closed by ESADE Alumni support with more human Director, Xavier Sanchez resources and CRM exclusive (Lic&MBA 97), who remarked to the Delegates Project: “Each that, “in the future we wish class is different and we want to to offer even more to our adapt to these differences”, she members, and to do so we are clariﬁ ed. counting on all of you”. This Patricia Valentí also brieﬂ y statement was followed by a reviewed the services offered photograph of the entire group to delegates, noting aspects and a luncheon provided in the such as communication (for same ESADEFORUM space. example, in managing e-mail The Barcelona encounter was announcements), managing followed by a second gathering or advising the event-planning on the ESADE Madrid campus on process, and managing June 5th, which also welcomed reservations or sign-ups. ESADE Alumni class delegates About the type of events being and board representatives from organized, the head of the the functional and sectoral Delegates Project highlighted clubs. ESADE Alumni Class Delegates and members from the Clubs’ Boards of Directors who met on the Madrid campus UPDATE REFRESHER PROGRAMS The low cost Self-motivation and business model understanding yourself

SPEAKERS: Michele Quintano is visiting SPEAKERS: José Mª Gasalla is a professor in the Department of Human profesor in ESADE’s Department of Marketing Resource Management and Program Director of Strategic Management Management. of Persons and Business in ESADE Executive Education. Guillem Recolons is a licensed advertising Leila Navarro is a speaker on behavior, a physiotherapist by training specialist, Master in Marketing, and has over 20 and businesswoman. years’ experience in the world of communications, advertising and marketing.

José María Gasalla and Leila Navarro refl ected on self-knowledge, self- esteem, demotivation and trust at the sessions held April 22nd and 24th During sessions held at ESADE Madrid and in Madrid and Barcelona. The speakers addressed the question of change Barcelona last May 13th and 15th, the low cost and its meaning and referred to demotivation as an essential factor that business model was analyzed by Professor Michele businesses should be working on. Trust is another vital question for Quintano, and by Guillem Recolons, who presented experts. On this topic. Professor Gasalla noted fi ve variables which form the business case of TVLowCost, the fi rst low the axes of the Management by Trust model (MBT) –clarity, completion, cost network of advertising agencies. Quintano consistency, commitment and conscience. began with the idea that low cost should not necessarily be linked to low value, he underscored optimization of processes, and commented on alternative strategies which organizations can use to face the success of these companies. Next, Recolons analyzed the concept of low cost, and outlined the dichotomy between the positioning of Distributed leadership companies who use this model and the perception of consumers, before going on to recount how the SPEAKER: Francisco Longo Martínez is a professor in ESADE’s Department of Human idea of TVLowCost began. Resource Management, Director of ESADE’s Institute of Public Management and Director of the Executive Master in Public Administration (EMPA) at ESADE.

On April 1st and 3rd in Madrid and Barcelona, Francisco Longo presented the model of distributed leadership as an emerging basis from which to confront leadership problems in organizations within the knowledge society. The professor began the day’s session by reﬂ ecting on the concept of leadership. Leading trends which mark the so-called “knowledge” organization point to “a kind of leadership with a new shape: distributed leadership”. According to Longo, this model puts into effect a process of transferring leadership; its chances for success depend on the leader’s potential for transferring leadership to other persons, and on the characteristics of his or her collaborators, fundamentally in areas of talent 22 and trust. UPDATE FORUMS “The keys for going from 5th Business Angels manager to owner via a Club Forum with Management Buy Out (MBO)” entrepreneurs and investors SPEAKERS: Luisa Alemany Gil is a professor in the ESADE Department of The 5th Business Angels Club Forum took place on Financial Management and Control and is Co-director of the Business Angels March 4th in Barcelona. The objective of the forum program. was to present projects from entrepreneurs who are Santiago Mínguez Pérez (Lic&MBA 98) is a professor in ESADE’s Department members of ESADE’s Business Angels Club to inves- of Financial Management and Control since 2005, and is director of the tors, so as to facilitate the startup and development Master’s program in Financial Management at ESADE Madrid. of professional initiatives.

Risk Capital Forum. 11th session: “Risk capital supporting leading-edge innovation: the Palau Pharma case” This May 19th session dealt with the process of At this session, held on March 6th from a sponsor, for example, from fi nancing a business in the pharmaceutical sector, and 12th in Barcelona and Madrid, a risk capital company”. Palau Pharma, using funds from several investment Professors Luisa Alemany Gil and Acquisition operations carried companies, most notably Najeti Capital. Luisa Ale- Santiago Mínguez Pérez, from out with the participation of many, doctorate in Economic and Business Sciences, ESADE’s Department of Financial risk capital are done through a gave a detailed account of the volume of funds inves- Management and Control, analyzed special-purpose vehicle company, ted in Spain from the years 1996 to 2007, and made the most important aspects of a a “newco”; these usually last from a growth forecast for the year 2008. Next, Ignacio Management Buy-Out operation three to fi ve years, and offer a Faus, leading executive at Palau Pharma, explained (MBO), as well as the role of risk series of fi scal benefi ts, explained their business and how Palau Pharma appeared as a capital companies and of the Mínguez. Alemany commented that spin-off of the family group Uriach, on account of the manager. Alemany pointed out that there are three types of LBO: MBO long-term need for R&D in the businesses. Manuel a managerial buy out operation can (management buy-out), a leveraged Uribarri, Investment Manager for the Najeti Group, be considered an entrepreneurial purchase in that the leader is explained the processes for choosing an investment. step. Professor Mínguez, for the existing management; MBI his part, defi ned the concept of (management buy-in), a leveraged leveraged buyout, which he said purchase in that the managerial “is an operation where a company team is external, and BIMBO or managerial team buy another (management buy-in management company with the help of external buy-out), which is a combination of fi nancing, which usually comes the two.

Find more information at www.esadealumni.net ➔ Alumni Activities ➔ Refresher Programmes 23 ADVERTORIAL

Welcome to the Expo!

AS OF JUNE 14TH, ore than 100 nations fi nd the Torre del Agua [Water are participating Tower], 78 meters in height ZARAGOZA IS NOW THE M in the Expo and designed by Enrique de WORLD’S WATER CAPITAL, Zaragoza, most of whom are Teresa, as well as the Pabellón THANKS TO EXPO 2008. exhibiting in their pavilions Puente [Bridge Pavilion], 260 A PIONEER IN ITS MODEL innovative technologies and meters long and designed by developments for responsible OF AN INTERNATIONAL water management. All this on Among the architectural EXPOSITION BASED ON A a 25-hectare surface which landmarks of the Expo can be visited from 10 AM to 8 SINGLE THEME, WATER we fi nd the Torre del Agua AND SUSTAINABLE PM, when Expo Noche begins, offering the more musical side DEVELOPMENT, ITS of the Expo, with thematic the famous Iraqi architect Zaha STAR SCENARIO IS THE evenings and shows continuing Hadid. After the inauguration of “MEANDRO DE RANILLAS”. till 3 AM. With so much to the site, we also fi nd Spain’s choose from, and continuing pavilion as one of the most until September 14th, the emblematic, with an aesthetic organizers predict a total of that reproduces a forest of some six million expo visitors. pillars surrounding diaphanous Among the architectural spaces of glass, where the 24 landmarks of the Expo we exhibits are shown. ADVERTORIAL

Betting on sustainable construction

The Expo 2008 grounds help show the world how to apply concepts of sustainable construction. All of this using local and even recycled materials, such as lands with vegetation, slime and pebbles from the Meandro de Ranillas itself, and installing a concrete manufacturing plant on the building site itself to reduce the impact of transporting COMMITMENT TO A VIEW OF THE FUTURE materials during the months THE ENVIRONMENT Even if the exposition is now the when the project was under Ever since Zaragoza was center of attention, everything way. It is also worth noting named host to the International is already planned for when that the wood used comes Exposition 2008, a commitment it comes to a close. After from sustainable forests, and to the environment has been September 14th, the pavilions plastics such as polyethylene present in all phases of project on the site—namely, the three and polypropylene have execution. For example, energy Ronda pavilions, the fi ve Ebro replaced PVC. needs for an event like Expo pavilions and the Regions of Zaragoza 2008, held during Spain building—will be converted the city’s months of high into a business park with temperatures, are covered by 160,000 square meters. the installation of electrical generation systems using renewable sources (solar and wind), and a heat/cold and electrical plant that saves energy and fi nancial resources. Similarly, Zaragoza’s expo could be defi ned More information as the technology expo. Besides Tickets to Expo Zaragoza 2008 can be purchased applying renewable energies at the following locations: ATMs from Ibercaja and The paradigm of this and the latest construction CAI, their websites (www.ibercaja.es and commitment to sustainable techniques in a large number of www.cai.es), and by telephone +34 902 10 76 76 construction is the Pavilion of the pavilions, the exposition is (Ibercaja) and +34 902 22 12 00 (CAI), as well Citizen Initiatives, designed also a pioneer in using electronic as through the Expo Zaragoza 2008 website, by architect Ricardo Higueras, www.expozaragoza2008.es travel guides available for rent. and which houses several NGOs. The pavilion is modeled after the shape of a traditional earthenware drinking jug, in order to take advantage of its properties for regulating temperature, and of construction materials which are not artifi cially manipulated, such as straw, clay and bamboo, used since ancient times for its qualities of being light, fl exible, cheap and resistant.

25 ALUMNI FOR SOLIDARITY Alumni for Solidarity comes to a close

AFTER A YEAR’S WORK, PARTICIPANTS FROM ESADE AND FROM THE BENEFITING NGOS ARE HIGHLY POSITIVE IN THEIR ASSESSMENT OF THE CONSULTANTS FOR SOLIDARITY INITIATIVE, WHICH MAKES IT POSSIBLE FOR ALUMNI TO COLLABORATE WITH THIS TYPE OF INSTITUTION AND BE ENRICHED THROUGH THE EXPERIENCE AND CONTACT WITH THE THIRD SECTOR.

losing sessions for the 2007-2008 Alumni for C Solidarity Project took place in Madrid and Barcelona, on June 10th and 18th respectively. The events were led by Enrique López Viguria (MBA 90), ESADE Technical Secretary and member of the Alumni for Solidarity advisory board, and highlighted ESADE’s work as a business school whose concern (MBA 04), a volunteer from the goes beyond the traditional busi- consultants team, and Leopoldo ness of private companies, open- Caravantes, of the Intered Board ing itself to train professionals of Trustees and a member of the for the third sector and for public NGO’s working team. For Green- administration. peace, protection and defense of the environment, the speaker was ALUMNI FOR SOLIDARITY Asunción González (DMC 07), IN MADRID leader of the consultants team. In the nation’s capital, the ses- The testimonials highlighted good sion opened with a reﬂ ection understanding between the teams on the complicated economic and the organizations as a key situation of today, and the con- factor in achieving satisfactory sequences of this situation in results. the business world as well as in Finally, Sonia Navarro (MBA social work. 01) and Isabel Rallo (Lic&MBA Organizations who were recipients 99), former director and current of the Madrid projects gave their director of Alumni for Solidarity, testimonials. For the Intered Foun- respectively, closed the session dation, an organization focused by discussing the Institute for So- on eradicating poverty and social cial Innovation and by presenting exclusion, there were speeches projects to be carried out during from Antonio Rodríguez Furones 2008-2009.

26 ALUMNI FOR SOLIDARITY

Alumni for Solidarity Calendar: África digna July 2nd: Film Forum - ESADE Forum theater stalls Film Showing: Si nos dejan. Debate on the situation of THE ÁFRICA DIGNA FOUNDATION HAS immigration in Spain. Synopsis: In order to address BROUGHT TO FULFILLMENT A SEWING the topic of immigration, the ﬁ lm Si nos dejan recounts WORKSHOP PROJECT WHICH HIRES the life of different immigrant LOCAL WOMEN IN RWANDA, WHERE persons who are seeking to ﬁ nd their place, and how their THEY SEEK TO STIMULATE CREATION objectives are pieced together and pulled apart along OF BUSINESSES FOLLOWING ETHICAL the way. PRINCIPLES AND ALWAYS UNDER DECENT CONDITIONS.

CLOSING SESSION IN Víctor Barceló (Lic&MBA99) and Fernando THE CATALONIAN CAPITAL Labastida (Lic&MBA93) contribute their efforts to The Barcelona closing session help keep África digna Foundation running smoothly. included participation from Josep The NGO teaches nationals to make best use of their Santacreu (PMD country’s resources, thus gaining a decent life for 89), Managing Director of DKV themselves. One of their more noteworthy projects is and member of the Alumni for the creation of sewing workshops in Rwanda, where Solidarity Advisory Board. After designers from the north create collections with an thanking the NGOs and the ethnic feel. In order to produce the garments, they teams for their involvement in hire local women, always following ethical principals the Consultants for Solidarity and with decent salaries and working conditions. project, Santacreu focused on The clothing is sold in Europe and the proﬁ ts are explaining the importance of the invested in more social projects, thus strengthening project for ESADE. commerce, exports and creation of businesses in this Following this, attendees heard African country. from representative members, directors and trustees of the NGOs who participated this year: Adsis Foundation, Ared Founda- Alumni for Solidarity tion, Comptal Foundation, Casal dels Infants del Raval, Education and CajaMar sign a without Borders Foundation and sponsorship agreement Ulls del Món Foundation. The evening also included comments from a representative from each of the volunteer teams. All of them showed great enthusiasm and satisfaction with the project and with the opportu- he personally feels moved to nity to participate this year. think that over 100 alumni have Germán Castejón (Lic&MBA already participated, contributing 81), ESADE Alumni President, their time and energy altruisti- concluded the round of presenta- cally for the beneﬁ t of the third tions. Castejón expressed that sector and of society.

Francisco Javier Dueñas Selma (EDIEF 86 & EDIK 88), Cajamar’s Regional Manager for Eastern Spain, Catalonia, Balearic Islands and the Valencia Region, and Xavier Sanchez (Lic&MBA 97), ESADE Alumni Director, laid their signatures to an agreement by which Cajamar becomes the main sponsor of Alumni for Solidarity. Other collaborating companies this year were Europraxis and Renta Corporación. 27 TALKING TO

Jaime Rosales TALKS WITH ÀLEX ROVIRA ABOUT THE INDUSTRY AND THE PROCESS OF CREATING A WORK OF CINEMA

Àlex Rovira: What has your edu- Jaime Rosales: I can’t really lived through, the effect that the- cation at ESADE contributed to say what ESADE contributed se experiences had and have had your career as a fi lmmaker? to my personal development. on my development as a person, The endless experiences that I is something unknown to me still absorbed and assimilated at that today; but from the educational institution during those important perspective, I learned there years of my life–from ages 18 to the language of cinema. It so 23–are a mystery to me. If I limit happens that due to the mixed myself to education understood nature of fi lmmaking—industrial as gaining knowledge, I would and artistic—both the language say that ESADE taught me the of money and of the cinema are language of money, clearly and equally important. Before I begin categorically. If you were to ask a fi lm I must know where I will me the same question about my get the resources I will need, cinema school in Cuba, I would how I will manage them in the say something similar: the en- best possible way, and how I will 28 dless number of situations that I recover them. TALKING TO “It’s worth the trouble to fi ght. Fight for whatever”

JAIME ROSALES (LIC&MBA 93) TRAVELED A LONG ROAD BEFORE RISING AS THE ABSOLUTE VICTOR AT THE XII CEREMONY OF THE GOYA AWARDS. IN ADDITION TO EFFORT, THERE IS ALSO A LARGE COMPONENT OF ENTREPRENEURIAL SPIRIT BEHIND ANY ARTISTIC WORK. BRINGING IT TO A GOOD CONCLUSION REQUIRES LARGE DOSES OF BUSINESS VISION.

A.R.: Where is the balance I offer a chance for the prestige I’ve had to know how to listen to between creativity and ope- of awards and for a presence at myself and to understand what rating income? What has the the great festivals, more than my path was, or, my destiny, if most weight in your process of abundant profi ts. And to the you prefer. My natural, personal creating a fi lm project? public I offer cinema with ideas inclination since I was quite small J.R.: The success of a fi lm and emotions which are not often diverted me from the script project, I believe, lies in four obvious, in exchange for making written for me. Since I was very contracts that one establishes a certain effort to get into my small I have had a rebellious ten- when proposing and executing fi lms. I think this contract is dency, a resistance to following a fi lm. A contract with yourself; quite solid and honest. As for a contract with the people who those who put down money, I try “To the public I offer cinema with will work on your fi lm; a con- to balance everything fi nancially tract with the people who will such that, despite the remote ideas and emotions which are not put down money for your fi lm; chances for making a lot of obvious, in exchange for making a and a contract with the public. money, there is not much risk of certain effort to get into my fi lms” The more similar these four big losses, either. contracts are, the better. I don’t the crowd. This caused me a lot do cinema to make money, I do A.R.: You are without a doubt of anxiety, a lot of insecurity. It’s cinema to shake up our cons- a very innovative creator, produ- very diffi cult to move away from cience, I do cinema to leave be- cing new perspectives in cine- what is secure, what is fami- hind a trace of our civilization, of ma that require not only large liar; especially for a child or an what our times were. The people doses of creativity but also of adolescent. I went through many who work for me know that I pay courage. What made you leave personal crises. But in the end less than the rest of the indus- behind the status quo? What I managed to stick to my path. try, but they also know that in makes you dare to create new Today I am very clear about my exchange for their energy, I offer forms of expression knowing role within cinema. I am also very them ample creative participa- that you face uncertainty with clear about my role as a citizen tion, a good deal of respect and the public’s acceptance? of my country. I believe my role is a good working environment. To J.R.: What leads me to do what this: to continuously look for new those who contribute the money I do comes from a certain ability expressive ground; to constantly 29 TALKING TO

generate new ideas that diver- self and then not to stray from brought good things to me—and ge from established norms; to one’s path, whatever that path some bad things, too. I might say develop those ideas and forms might be. that my life is based on this: on of expression so that they reach taking on ever greater challenges the greatest possible number of A.R.: During your lecture at ESA- and risks. But, as I said, I am people in the most effi cient way DE you spoke of the importance aware that not everyone is like possible. Sometimes I experien- of each human being keeping me and not everyone is made ce great satisfaction, and often, in mind his or her vocation, in to take on risks. Conservative much more often, I get serious order to create along the lines people fulfi ll an important role in setbacks. But even when I get of that talent and potential. Your society, just as do the risk-takers. serious setbacks, I know that I life is an example of this, and In summary, I think they are two should not leave my path. even though you now are widely sides of the same coin. Right now acclaimed, it was not easy to we are living in a generally very “ESADE taught me the get where you are today. Do you conservative era. There is a lot think we are trained to listen to of fear about almost everything. language of money, our talent and vocation and to That is bad. I think it would be clearly and categorically” take risks, or rather to look for good if even conservative people the security of a well-paid job? would take more risks, without A.R.: From your point of view, J.R.: I do not think all of us were entirely giving up their personal what motivations lead an entre- created to take risks. I think that character; but what is happening preneur, an artist, or a creator risk is very positive for some today seems excessive to me. to leave behind the status quo persons and not necessarily for and to innovate? others. As a general rule, I try to A.R.: According to your expe- J.R.: As I said before, I think encourage those around me to rience, what is more diffi cult, it has to do with an innate take risks. I am a great risk lover. recovering from a failure or predisposition. It’s something Risk seems stimulating and exci- from a success? that begins when one is small; ting to me; besides, in my life, ta- J.R.: A failure occurs for some at least that’s how I see it. Then king on ever increasing risks has reason; there is always some- it might remain latent for some time, or even fail and disappear, but I believe it is something innate. You are either born with it or not. At any rate not all human beings have to innovate. Society needs both innovators and implementers. We all form part of this gigantic, fabulous project called humanity, and each of us must fulfi ll our role. I feel it is important to make an 30 effort to understand one’s own TALKING TO

thing behind a failure. You can A.R.: With what purpose do you But after some time and some learn from a failure; it provides approach each new fi lm pro- disappointment, I get another you with a lesson and in that ject? Promoting social aware- idea which I feel is more way it becomes an opportuni- ness, provoking thought, for powerful than the previous one ty. You should not be afraid of sheer creative pleasure …? and which pushes me to create failure. Either of the possibility J.R.: I never start a project for again within a new delirious of failing, or of how to maneuver sheer creative pleasure. In fact utopia. This delirious utopia within a failure once it becomes the creative process is quite pa- turns into another fi lm, and of irremediably present. A success inful, unpleasant. Even though it course, into another failure. is a very nice thing. It has its offers great moments of inspira- own danger—of getting absor- tion and joy, the creative process “I am a great risk lover. bed by it or stuck in a rut—but, overall is much more unsatisfying Risk seems stimulating more than anything, it opens than gratifying. I always begin a new possibilities. For me, a project for the same reason, a and exciting to me” success and a failure, once you somewhat delirious reason, no get past the emotional thrill or doubt. I begin a project because I A.R.:Your fi lms not only offer the let-down as the case may fi nd an artistic form—a combina- different views, but they show be, basically amount to the tion of narrative argument and an a commitment to the world we same thing: an opportunity idea for staging it in fi lm—which live in. The last question, and to continue on the same has the potential of becoming perhaps the most open ended, path, the path of one’s an intellectual and emotional is: for you, what in life is worth personal life experience, artefact capable of changing the the trouble? but thanks to the new world for the better. This impul- J.R.: It’s worth the trouble to fi g- experience gained you se, no doubt, contains a worrying ht. Fight for whatever. The what can do so in a better way. dosis of delirious utopia. But in- does not matter to me. Fight for I enjoy successes very variably the same thing happens: your fellow man. much and also the I start a fi lm because I believe failures. the world cannot live without it. A.R.: Thank you very much, Then, once the fi lm is fi nished, Jaime, for the quality you share the expected effect is not even with us in your work, and con- remotely achieved, and the world gratulations on your well-deser- goes on the same. ved success.

Jaime Rosales Álex Rovira Àlex Rovira Celma (Lic&MBA Jaime Rosales (Lic&MBA 93) studied cinema at the Escue- 82) is a professor in ESADE’s la Internacional de Cine y Televisión in San Antonio de los Marketing Management De- Baños (EICTV) in Havana (Cuba) and completed his training partment. The success of his fi rst book, The Inner Compass at the Australian Film And Television School (AFTRS) in (2003), was followed by Good Sydney (Australia). After fi lming several successful shorts, Luck (2004), of which he is Rosales won the International Critic’s Award in Cannes en co-author. This work has been translated to 38 different 2003 for his fi rst feature-length fi lm, Las horas del día. In languages and has sold nearly 2007, Rosales’ second feature-length fi lm, La soledad, was four million copies. The Seven honored with the Goya Awards from the Academy of Cinema Powers followed, launched directly in translation to ten for best fi lm and best direction, along with the Goya for languages, and The Labyrinth best newcomer actor (José Luis Torrijo). Awards for this of Happiness, which marks work also include the Fotogramas de Plata award for best the beginning of the “Alex Rovira Collection”, published Spanish fi lm for the year 2007. Presently, Rosales is prepa- by Aguilar, Grupo Santillana; ring his third fi lm, which will be titled Tiro en la cabeza [A and lastly Las Palabras que 32 shot in the head]. curan (2008). C M Y CM MY CY CMY K

SIMO EMPRESA

ESTILO DE VIDA DIGITAL SIMO DEL CONOCIMIENTO

DOCU MENTACION DIGITAL

VIVERO SIMO WEB 2.0

OCIO SIMO DIGITAL SUMA

LINEA IFEMA 11-16 NOVIEMBRE / November 2008 IFEMA CALL CENTRE LLAMADAS DESDE ESPAÑA CALLS FROM SPAIN INFOIFEMA 902 22 15 15 FERIA DE MADRID LLAMADAS INTERNACIONALES INTERNATIONAL CALLS (34) 91 722 30 00 FAX (34) 91 722 58 07 IFEMA Feria de Madrid 28042 Madrid España. Spain www.simovirtual.com [email protected] Ricoh_PPP.indd 1 11/06/2008 19:17:19 Anu RICOH.indd 1 26/3/08 16:03:30 DEBAT Crisis or economic slowdown?

THE UNCERTAINTY OF THE FINANCIAL PANORAMA RAISES DOUBTS ABOUT THE SERIOUSNESS OF THIS MOMENT OF DECREASED ECONOMIC ACTIVITY.

“We can speak of a kind of crisis. Anna Laborda I am referring to the crisis of our Full professor in the Economics Department growth model, criticized in several forums on more than one occasion long before this was refl ected in “THE SLOWDOWN COULD TURN INTO A the economic fi gures” CRISIS IF WE ALL CONVINCE EACH OTHER Anna Laborda THAT IT IS INEVITABLE” [email protected] f we do a quick Internet search we find different definitions for the term “economic crisis”. They all have two characteristics in I common: 1) they refer to a decrease in overall economic activity; 2) the situation must persist over time. Therefore it is obvious that the current situation cannot be classified as a crisis. First, because the economic growth rate must be negative in order for overall economic activity to drop, and second, because the period of time so far can by no means be considered “long”. It’s true that economic growth rates predicted for 2008 and 2009 have been corrected downward, and figures around 2.2 for 2008 and 1.9 for 2009 are being suggested. But these figures do not suggest a crisis, since not only are they positive, but they are also greater than what many of our European partners show. Now then, what is evident is that we are growing at a slower rate and this undoubtedly means a slowdown in our economy. But we can speak of a kind of crisis. I am referring to the crisis of our growth model, criticized in several forums on more than one occasion long before this was reflected in the economic figures. The growth model based on a single sector of productivity—construction—which for its development uses land, an extremely scarce resource, and which generates employment with low productivity and of a temporary nature, cannot help but bring down the economic system sooner or later. Let’s not throw up our hands now and begin to call for measures to revive this sector. Whether we like it or now, we live in a market economy, and we must accept its adjustments without interfering with them. The home market has gone from an excess of demand to an excess of supply. Prices should fall, the size of the sector should be reduced and resources should be freed, allowing them to be reassigned to other economic activities, including the work force. Unemployment will rise, it is clear, but it is also true that business persons from other economic sectors have complained in recent years about the scarcity of intermediate qualified labor, partly provoked by competition from the construction sector. Let us hope that the manufacturing and services sectors of the economy are able to take advantage of this new context. The slowdown could turn into a crisis if we all convince each other that 34 it is inevitable. Xavier Adserà “There seems to be no doubt that President of the Spanish Institute of Financial Analysts the world economy will continue to grow and that it will be held up “WE FIND OURSELVES IN A LIQUIDITY by vigorous growth in emerging countries, who exchange resources CRISIS WHICH WILL PASS, AND CERTAINLY (such as raw materials and labor) SOONER RATHER THAN LATER” for technology and money Xavier Adserà (CE Lic&Master 86) iven the months that have passed since fi nancial troubles from [email protected] the other side of the Atlantic provoked a signifi cant amount of Guncertainty which today still affects the European fi nancial system, it is of utmost importance that we ourselves do not prolong this situation and that we prepare for the next cycle, which always comes. Most of us agree that we fi nd ourselves in a liquidity crisis which will pass, and certainly sooner rather than later. It seems evident that it will not be a radical change, but a process of gradually relaxing tight credit and a return to confi dence in the markets. If we are convinced about it, certainly the most interesting (and profi table) option is to analyze what will happen tomorrow, in order to prepare our fi nancial system and all the players involved: environmental changes always involve dangers, but no doubt opportunities as well (when analysis gets complicated we always come back to Professor Porter). There seems to be no doubt that the world economy will continue to grow and that it will be held up by vigorous growth in emerging countries, who exchange resources (such as raw materials and labor) for technology and money. It is also widely accepted that we are moving toward an environment with restricted credit worldwide, where, consequently, credit will be more expensive in terms of the differentials that will be required (credit spreads). As for infl ation, the base effect together with the slowdown should be able to bring it down from current levels, and this is naturally coupled with a downward turn in interest rates. Therefore, it seems logical to think that the potential winners in the new environment will be those businesses that have already made the globalization effort, so as to base their growth on the global economy; those that produce technology, which can be exchanged for resources from emerging countries; those that are not capital-intensive and that manage capital wisely, and those that are able to acquire their own resources (equity). In this sense, businesses traded on the stock market will have a clear competitive advantage over the rest. Similarly, when infl ation subsides due to falling interest rates, and confi dence returns (consequently reducing the risk premium), fi nancing obtained on the capital market will be a more competitive resource than it has been till now, facing a debt with high differentials in regard to interest rates. 35 ADVERTORIAL

A Unit 4 Agresso Company CCS Agresso, a leader in solutions for your company

LEADING NATIONAL AND EUROPEAN MANUFACTURER OF MANAGEMENT SOLUTIONS FOR BUSINESSES, PUBLIC ORGANIZATIONS AND HEALTH CARE, IN BOTH SALES AND PAY-PER-USE, COMMITTED TO QUALITY AND SERVICE, AND A PIONEER IN R&D&I.

CS Agresso, Spanish substantial investment in products. This represents one branch of the Unit R&D&I. This fact is attested of the highest fi gures of all C 4 Agresso Group, is to by a certifi cate from the multinationals in the sector, and one of fi ve big companies in Ministry of Industry—the fi rst branch offi ces are found across the Information Technology and only business in the ICT the major cities of Spain. sector in Spain. The product sector to obtain it. Thanks to their range of of a merger of Centro de 300 of CCS Agresso’s 750 advanced Solutions and Cálculo Sabadell and Agresso total employees are devoted Services, they can reach all 36 Spain, CCS Agresso makes to development of local levels of the market, regardless ADVERTORIAL

of the company’s or the organization’s size or sector— from professional offi ces to large multinational companies, not to mention public administrations, and central and regional government. To achieve this, they rely on their advanced karat technology, which was created to remove limitations in development of among leaders in the Spanish Professional Offi ces, Hotels, solutions. When this technology ERP market among companies of Automotive Dealers, etc., as is applied, CCS Agresso has a certain size. well as CRM Solutions and the technology capacity to make Elsewhere, the range of Services. Similarly, the company information accessible and SPAI solutions for Public offers Solutions for Public agile to the user. A noteworthy Administration fully covers Administrations which are sold example of an application of processing needs (from under the SPAI brand. this technology is ekon, an ERP accounting to Citizen Portals, solution with over 4 years on the to running elections, the Spanish market, and which is municipal census and automated under constant development. It is registries), where investments 100% adaptable and fl exible, with made become highly effective. existing versions for many sectors CCS Agresso has the most of activity. Furthermore, it can advanced CRM solutions and Unit 4 Agresso Group be used in a pay-per-use mode, services, which have enjoyed For over 25 years, a company dedicated to allowing for huge cost savings. spectacular growth in recent development, implementation and support for times. They also have an area ERP Solutions designed to optimize business for Deployment and Support processes. They lead the international market CCS Agresso has a large in the public, professional and services number of partners throughout Services for CRM solutions, available either remotely or sectors. Based in 10 of the largest European countries, the Iberian peninsula on site. Most noteworthy the US and Canada, with distributors are ekon c2rm and Agresso throughout the world, their invoicing for 2006 The other large line of business CRM, optimal solutions for came to 236.8 million euros. At present they is Agresso Business World, establishing customer fi delity employ approximately 3,000 persons. with its development center in and a better approach to northern Europe, which will allow suppliers and partners. CCS the company to position itself Agresso has a large number of partners throughout the Iberian peninsula, offering the customer Contact us: an entire portfolio of ERP CCS Agresso Solutions (ekon and Agresso www.ccsagresso.com Business World) designed T: 902 227 000 [email protected] specially for the sectors of Services, Industry, Distribution, 37 DOSSIER

ESADE’S COMMITMENT TO ENTREPRENEURIAL SPIRIT HAS BEEN PRESENT SINCE THE SCHOOL’S FOUNDING IN 1958. STUDENTS FROM THE LICENCIATURA IN BUSINESS ADMINISTRATION AND FROM THE MBA PROGRAMS WHO MADE THEIR WAY THROUGH THESE HALLS HAVE LEARNED TO DEVELOP BUSINESS PROJECTS WHICH IN MORE THAN A FEW CASES HAVE TURNED INTO INNOVATIVE BUSINESSES. ESADE Awards for new business projects (Lic&MBA 73) Corporate Deputy Director of ESADE Director of the Entrepreneurship Institute

EUGENIA BIETO CAUBET Professor in ESADE’s Business Policy Department An impetus for

n the year 2000, the ESADE- These competitions were BDO Award was created characterized by a wide range I for new business projects of topics, including business developed by MBA students. services, projects related Since then a total of 467 to the social/health sector, projects have taken part in technologies and services to this contest. Common to all of persons. them is the intent to respond to real needs arising from new sociodemographic trends, technological advancement entrepreneurial action or from business strategies. Many of them reﬂ ect the entrepreneurial team’s visionary ability, in coming up with new business models. ESADE’s 50-year celebration is a good occasion to brieﬂ y look over the history of this contest. During the last two competitions, held over the 2006-2007 academic year, 57 projects competed.

38 DOSSIER Award-winning projects for 2006-2007 WALKING READER EXPONENTIAL Offers an integrated, portable, This company provides expert digital assistant for people with consulting to companies a sight disability. It converts exhibiting at business fairs, visual information into voice. to help them maximize the This was developed by: Ana proﬁ tability of their presence María Casals (MBA 07), there. Its promoters, Aliciela Cinches (MBA 07), Violeta Barberán (MBA 07), Deirdre Field (MBA 07) and Montse Duran (MBA 07), Malysa Martin (MBA 07). Joaquim Fillola (MBA 07) and Rosa Mª Morera (MBA 07), began to develop the project as an academic exercise, but before they ﬁ nished their Business Plan they realized LA CÚPULA that they were looking at a This project stems from good business opportunity and collaboration between a team decided to make it a reality. of technology entrepreneurs Today, just a few months after and a group of MBA students. completing the MBA program, La Cúpula is an original service they boast a portfolio of which offers an integrated customers whose loyalty they solution for distribution, hope to gain. monetization, and promotion of digital musical content. Its promoters, Loic Genton (MBA 07), Sacha Keen (MBA 07), Patrick Rose (MBA 07) and Fernando Sánchez (MBA 07), have turned it into a reality now present on Internet.

SEVIBE Offers cryopreservation of the umbilical cord blood of newborns, assuring its availability in the future for the hypothetical, private use of the baby or its direct family members. This project was also a winner in Caixa Manresa’s third project competition. Its creators: Miquel Ángel Bonachera (MBA 07), Sara Martín (MBA 07) and Eloi Palà (MBA 07) are looking for ﬁ nancing in order to consolidate its growth. Eloi Palà (MBA 07), awarded for the Sevibe Cells project, during his presentation

39 DOSSIER

The point of view of four award-winning entrepreneurs The impact of ESADE and the awards on MBA students

SINCE THE AWARD WAS urning an idea into a CREATED IN THE YEAR business is a long road T which is not free of 2000, 467 PROJECTS obstacles. The entrepreneur’s FROM A WIDE NUMBER ﬁ rst step begins with the idea OF FIELDS HAVE for a project. Eloi Palà (MBA TAKEN PART IN THIS 07), one of the creators of Sevibe, a business which offers CONTEST. FOUR OF cryopreservation of umbilical Eloi Palà Ramos (MBA 07), in the center, THE WINNERS WERE cord blood, received the award Miquel Àngel Bonachera (MBA 07) and in 2006-2007. For him, the prize Sergi Audivert (MBA 08), on the right, WILLING TO SHARE founding partners of Sevibe Cells, together was an important endorsement THEIR EXPERIENCES with their team of the activity he was involved in AND THEIR FUTURE and “an acknowledgement of all EXPECTATIONS. the effort that had been made, For Palà, Managing giving all of us a reason for Partner of Sevibe Cells, pride and satisfaction.” Another the award means “an project, Focus on Emotions, acknowledgement of all the was won in the 2003-2004 effort that had been made”

History of the The fi rst contest had a high technology content. Spain was living the Internet boom, and teams were ESADE awards for looking for opportunities on the Net. Later on, uncertainties about dot com projects in the fi nancial business creation environment made it diffi cult for the winners to create their companies. Years later, some of them have initiated technology projects. The ESADE awards, after eight years, have seen 467 projects The winning projects were: presented, and 30 of them PLAYIT.COM: This was a vertical portal providing became winners over this every type of product and service required by period. guitarists (whether blues, rock, jazz, classical, etc.). Playit. com planned its activity in North American and Europe. The team was made up of Jason Ball, José L. Martínez and Juan G. Villa. Since then Jason has developed several initiatives. MBA 1999-00 M2P: This was also a vertical portal offering a service to companies which would facilitate their selection of marketing suppliers. The promoters, Joaquim Badenes and Miquel Carbonell, came from this sector and later created a similar project.

SECURITY NET: Offered surveillance through Internet. Potential customers were families that wanted to see how their children or their elders were being cared for at home, or professionals and SMEs that needed to have visual access to their companies from home. The team was made up of Verónica Escuer, Nicolás Williams and 40 Marcelo Cárcamo. DOSSIER

contest, thanks to the use of Lanziano (MBA 05) and Brutus digital fl at-screen technology Mobile Wash, a mobile service for communication in closed for pet washing and grooming spaces. Garikoitz Lerma (MBA which received the award in 04) affi rms that winning the 2004-2005; thanks to the award helped the Focus award they gained confi dence to on Emotions team to gain initiate the project. confi dence and to continue moving forward with their idea. THE BIRTH OF AN IDEA En el caso de Educa-System, Behind a great purpose there 2001-2002 award winner, the is always an innovative idea. award came as recognition for In the case of these four an in-depth assignment carried entrepreneurs, each idea came out in the setting of ESADE. The into being through very diverse idea is a service which arranges means. The extensive media private in-home classes, coverage on stem cells in nationally and internationally. Spain after princesses Leonor “The award was motivation and Sofía were born was for us to continue with the highly motivating to Sevibe, Gustavo Lanziano Maiorano (MBA 05) launching of a business idea additionally, “the activity was General Manager of Brutus Mobile Wash, with his partner which seemed daring since it not yet developed and there was based on a very simple, but was ample knowledge about its “Through the Entrepreneurship innovative concept”, explains possibilities”, adds Eloi course, I learned how to take Sebastián Trivière (MBA 03). Palà. For the Focus on Emotions an idea from paper to reality” The same was true of Gustavo team, the idea of matching

After a contest loaded with Internet projects, business ideas began to appear in relation to the environment and business globalization. The winners were:

PHARMAWAREHOUSE: A team formed by Aitor Alós, Fidel Egas and Rodolfo López. With extensive experience in the pharmaceutical sector, they had detected a business opportunity in processing related to the storage, classifi cation, information safeguarding and elimination of reference samples which The winning projects in this year’s contest refl ected pharmaceutical companies are required to keep. new needs that were appearing in the market, and they fi t in opportunity windows that were beginning ORGÁNICA EXPORTACIONES LTDA.: The to open. company would be dedicated to production and commercialization of an agricultural fertilizer derived CHARACTER MAN: This was a center for fragrances, from the guano, to be acquired from producers in cosmetics and aesthetics designed exclusively for Chile. The promoting team was made up of three the male audience. The promoting team was made Chilean entrepreneurs: Ariel Areyuna, Sebastián up of three entrepreneurs who had discovered this new market niche: Marta Bellobí, Antonia Jabalera MBA 2000-01 Daroca and Valeria Gatica. and Emy Teruel. XPATRIED: The team made up of Jordi Bricio, Óscar Cascan, Antonio López and Michael Tauber knew KW3: Dedicated to offering profi table locations for from experience the issues that arise in global low-power eolic parks, this is an example of how the companies with regard to management of expatriate search for alternative energies has represented a personnel. They decided on a project that offered source of new opportunities for many entrepreneurs solutions to managers required to move abroad for such as Ángel Alonso, Albert Carbé and Josep work reasons. Rocas. MBA 2001-02 RENT A HOUSE: This project, drawn up by Enrique Álvarez, Josep M. Marín and Ezequiel Salzberg, offered a brokerage service for renting apartments in Barcelona. 42 DOSSIER

marketing needs with the help from outside, as well as possibilities of new technology different awards. In the process came up “in a chat we had at of carrying out their projects, work”, Garikoitz Lerma explains. all of them encountered Sebastián Trivière did the MBA diffi culties, which they were program with the express idea able to confront, and also big of creating his own company: surprises. “The diffi culties tend “It all came about through a to be memories of the past”, personal circumstance, a need says Palà. For Lerma, however, that was not being met, it was the best part is “when you a revelation!” As for Brutus realize what you have built. Mobile Wash, it came from You live off your for from the Sebastián an idea that originated in the future!” According to Trivière, Trivière-Casanovas U.S. in 1973, a model that is “the diffi culties turn into options (MBA 03) working successfully in more for success if you know how to General Manager of than 20 countries. “It is a model learn from them”. In the case Educa-System designed for self-employment, of Brutus Mobile Wash, the low investment, quick returns, biggest diffi culty was getting the Trivière did and high profi tability”, according necessary resources in order to the MBA to Gustavo Lanziano. begin the project. program with The future plans of these new the express FINANCING IS KEY companies are full of dreams idea of For each of them, fi nancing and goals to be met. “Our began with their own means, objective is to offer parents the creating his and little by little they obtained best service and we are looking own company

Many of the projects presented this year sought for solutions to balancing work and family, and to The structure of the awards was modiﬁ ed this year, and dependent care. Sectors related to communication from then on BDO became their sponsor. and leisure continued to be the favorites.

EDUCA-SYSTEM: This company sought to introduce in MENUDA COMPAÑÍA: This company projected Spain a new business model which was having great suc- creating and managing childcare centers in industrial cess in other countries. The company offered a service of parks in order to care for the children of employees. private in-home classes. The team that prepared the bu- Arantxa Pérez and Edgar Peña detected this need siness plan was made up of Olivier Dupont, Julián Ferrer for people who work in industrial parks away from the and Sebastián Trivière-Casanovas. Before ﬁ nishing the cities. MBA program, Trivière launched the activity on his own, and today Educa-System is a global business. TRANSPORT & MOBILITÉ: Romain Altain came up with the idea of a company that would offer SKINLIGHT: Josep Rius received the award for a project transportation for health care patients who needed to which produced and commercialized sheeting for signage travel periodically to receive treatments. and backlighting of images. FOCUS ON EMOTIONS: Planned to use digital ﬂ at- ASCLEPIOS: Offered a sterilization service for surgery screen technology for communication campaigns supply. The entrepreneurial team was made up of MBA 2003-04 in closed spaces. The team was formed by Miguel experts in the sector: Federico Madrid and Gustavo García Estelrich, Garikoitz Lerma Usabiaga and MBA 2002-03 Sánchez. Ignacio Lamarca.

INTUACT: Volker Muench wanted to develop PC opera- TRAMONTANA: A Catalonian company which produces ting systems and applications that were more intuitive personalized luxury cars for customers with very high and friendly for seniors, a market segment which was purchasing power. Their creation was accompanied experiencing strong growth and which has been joining in by a communication campaign in the media. The the use of new technology in large numbers. promoters were Rosana Ripoll, Josep Salom and Álvaro Serrano. AUTOBRAND: Offered an outdoor advertising service on private vehicles. The team was formed by: Borja Fernández, Ramón Martínez and Juan Ignacio Vega. 43 DOSSIER

at ambitious growth in order to to all of them. “Education was Garikoitz Lerma Usabiaga offer our services throughout a commitment which is already General Manager of the nation”, explains Palà. For beginning to bear fruit”, Palà Focus on Emotions (MBA 04) Lerma, after three and a half explains, and goes on to add: Lerma asserted that years of continuous growth “we “The Entrepreneurship course are expecting the market to really helped to create the necessary winning the award take off”. Educa-System, which breeding ground for a project help the Focus on had its 5th anniversary in April like ours to develop until it Emotions team to and which now has a pool of over turned into a reality”. In the gain conﬁ dence and 4,500 teachers, reports that it case of Focus on Emotions it continue moving still has a lot of energy and “a lot became very helpful for avoiding forward with of ground to cover in Spain, where any business under the table: “It more than 90% of the market was also helpful in the beginning their idea is still underground”, explains for preparing a good business Trivière. Lanziano’s aspirations plan which helped us reﬁ ne the are big growth: “We expect to idea before jumping into the be present in the major cities of market”. The MBA program gave Spain in the near future”. Lanziano knowledge about areas outside of his previous training, SUPPORT FROM ESADE and furthermore, “through An ESADE education and the Entrepreneurship course especially the Entrepreneurship I learned how to take an idea course were of vital importance from paper to reality”.

The needs of the ﬁ nal consumer were the common denominator for this year’s projects. Most of this year’s projects focused on future- HOY COMO EN CASA: Cinthia Hernández, Ingrid oriented topics such as fair commerce or renewable Hernández, Olga Morancho and Laura Rivera, seeing energies. the need for “homemade”, healthy food, especially for people who are working all day, offered delivery of FREESH: Alejandro Gómez, Julian Harland and Todd good-tasting, well-balanced menus. McKain wanted to guarantee the quality of fish being sold in markets and supermarkets. For this SPLASHH: Clara Costafreda, María Inaraja, Eva purpose they developed a low-cost sensor which Verdura and Gustavo Lanziano detected that Spain measures level of freshness in fish. is one of the countries with the highest number of pets (dogs) per home, requiring washing and SOS CAFÉ: The intent was a social project which grooming service. The company consists of a would distribute fair-commerce products through a network of mobile dog groomers who offer door-to- network of their own coffee shops. The promoters door service. were: Fernando Campo, Christian Duran, Tatiana Musse and José Antonio Río. EASY MOBILITY: The team made up of Miguel Ángel Contreras, Diego Gómez, Javier López

MBA 2004-05 SOLVERSION: Was prompted by detection of a need and Óscar Sala discovered an opportunity in the in the energy sector. Since the Government wishes problem of ﬁ nding parking spaces in Spanish cities. to promote renewable energies, Jaume Roquet, They offer a product-service which consists of online MBA 2005-06 Sergio Martínez, Óscar Ribas and Raúl Tejada management of private parking spaces at moments promoted the creation of a company which installs when they become available: using a technological and maintains photovoltaic solar plants to sell the platform designed in house, they put parking spaces energy generated. at the user’s disposal with a real time system of reservations and invoicing. CADENA CRISTAL: Xavier Montero planned a chain of radio stations with a very innovative design, CARDIOCENTER: This began with the idea of with the idea of reaching millions of potential offering personalized cardiac rehabilitation programs listeners in Spain who as of today do not listen to to encourage optimal recovery for persons with any broadcasting station. It would offer informed, heart trouble, so that they may return to “normal reliable and dynamic programming twenty-four hours life” as quickly as possible. The team was formed a day, seven days a week. by: Xavier Corbella, Ignacio Lerin, Adolfo Hernández and Daniel Sánchez. 44

BUSINESS CASES 46

LUIS VIVES NH Hoteles, of internationalization and in many books on international business. Sloan ManagementReviewandinmanybooksoninternational suchastheAcademyofManagementPerspectives, journals international in of businesseswiththeirinstitutionalcontext.Hisworkhasappeared andpositions,aswellthejointevolution processes internationalization His research focuses on managing the company’s corporate environment, in university and postgraduate programs in the United Status and Spain. Hehastaught in BusinessAdministration,andPianoMusicTheory. degrees andundergraduate the UniversityofNavarra, Administration from at the Sloan School of Management of MIT. He holds a doctorate of Business joiningESADEBusinessSchool,hewasaPostdoctoralFellow 2006. Before ofBusinessPolicysinceSeptember inESADE’s Department Adjunct profesor [email protected] A SERIESOFBUSINESSESWHICHTOGETHERMAKEUPTHE“NHWORLD”. RECREATIONAL ANDVACATION RESORTS, DESIGNERHOTELS(NHOW)AND A BUSINESSGROUPWHICHNOTONLY INCLUDESHOTELS,BUTALSO SINCE THECREATION OFNHIN1978,THEYHAVE BEENABLETOCREATE NH HOTELESTODAY HOLDSALEADINGPOSITIONINTHEHOTELSECTOR. W NH launcheditselfasachainin managing itduringthefi rst years, for buildingthefi rst hoteland obtaining thecapitalneeded chains. Afterinitialdiffi culties leadinghotel one ofEurope’s into yearswouldgrow short been plantedwhichinafew have imaginedthataseedhad was openedin1978,fewcould Pamplona Cityhotel, of theNHchain, hen thefi rst hotel served asabasis fordeveloping served abusinessmodelthat NH create price/quality ratioiswhathelped starhotelswithagood on three andconcentrating of theservice for vacationing.Homogenization designed that time,whichwere most hotelchainsinSpainat traveler, distinguishingitselffrom a hotelchainforthebusiness its beginnings,NHsetouttobe From Hotel Calderón in Barcelona. 1982 withtheacquisitionof

the challenges the challenges “NH world” ofthe part Adrià,form chef Ferran Fast Good,developedjointlywith NHubeand Restaurant services –Corporación FinancieraReunida– fi nd afi COFIR nancial partner. thechainneededto their growth tocontinue Nonetheless, inorder hotelchaininthecountry. largest city hotelsandwasthethird held33 In 1988,NHalready ofnewhotels. and remodeling profi ts (over90%)inacquisition of ahighpercentage reinvested rapid expansion,thechain thepurposeinmindof With nationwide. their presence BUSINESS CASES

which had been established in Spain just one year earlier under the leadership of Carlo de Benedetti, reached an agreement to acquire 33.5% of the hotel group, thus assisting in its expansion.

In the years which followed, COFIR acted as a passive capital partner, expanding its participation to 49%, and NH continued its rapid growth until by 1993 it had reached 5800 sleeping rooms in 55 3- and 4- star hotels. Managerial differences between COFIR and Antonio Catalán led Catalán to leave NH management at the end of the 90s and sell the shares which he still controlled to COFIR. After this operation, Gabriele Burgio In 2007, NH was established as the second- largest hotel chain in Spain, after Sol Meliá, took over leadership of the and ranked twentieth worldwide hotel chain, pursuing a path of professionalization in managing NH Hoteles.

INTERNATIONALIZATION OF THE NH CHAIN At the end of 1999, NH was obtaining 99.83% of its income in Spain. However, with the conviction that a consolidation in Germany in February of 2002. 2007, NH had established itself was going to take place in this Astron was the third largest as a leading, multinational hotel to-date very fragmented industry. German hotel chain, with 53 chain in the segment of urban NH considered the option of hotels, 56 of them in Germany, hotels, with more than 340 hotels promoting its internationalization 6 in Austria and 1 in Switzerland. in 21 countries of Europe, the through the purchase of other After this operation, NH grew to Americas and Africa. hotel chains. In the year 2000, 237 hotels, with 34,121 rooms NH acquired the Dutch hotel in 18 countries. The successful At the end of 1999, NH considered chain Krasnapolsky. With this culmination of the Krasnapolsky, the option of promoting its acquisition, NH doubled its Krystal and Astron acquisitions size and took a giant step in its began a period of consolidation internationalization through the international positioning, moving where the chain made a great purchase of other hotel chains up to manage 154 hotels with effort to integrate the hotel more than 20,000 rooms in 15 chains that had been acquired, EL MUNDO NH countries, mainly in continental and to optimize its international Beyond its initial conception as Europe. Moreover, that year the operations. This period continued a hotel chain for the business chain would open 13 new hotels until 2006, at which time NH segment, NH has been in 8 cities across 5 countries: carried out the acquisition of the diversifying and opening up to Spain, Argentina, Germany, Framon hotel chain, leader in new business adventures. The Portugal and Chile. Even while Sicily. This operation added to acquisition of Sotogrande and the Krasnapolsky acquisition the hotels which NH was already the Krystal chain allowed NH was being announced in the operating in Italy. Scarcely a to enter the vacation segment, press, echoes were also heard of month later, NH announced the an area which was not part of negotiations under way to acquire acquisition of Jolly Hotels, with the chain’s original conception. the Mexican chain Krystal, in what the objective of creating the Recently the group has also was a new country for NH. Its largest hotel group in Italy. After entered the designer hotels third large acquisition took place these acquisitions, by the end of sector by opening NHow in Milan, 47 BUSINESS CASES

Growth and geographic diversiﬁ cation

CURRENT: 38,990 ROOMS (DEC 2006) CURRENT + GROWTH PLAN: 71,387 ROOMS (YEAR 2009)

Eastern Europe 1% Eastern Europe 4% Italy 1% Latin America 8% Vacationing 6%

Vacationing 10% Latin America 8%

Spain and Spain and Portland 35% Portland 22% Benelux (1) Benelux (1) 15% 19%

Germany, Austria and Switzerland 21%

Italy (2) 20% Germany, Austria (1) South Africa and London included and Switzerland 29% (2) Recent acquisitions of Framon and Jolly Hotels included SOURCE: Press release from the NH Hoteles Communications Department, 1/19/2007

and they are the owners of the FUTURE CHALLENGES SOURCES Madrid Casino. In January of 2007, Gabriele Finally, NH has taken the trouble Burgio, NH president, presented • “Cofi r to buy 33.5 per cent stake in Spanish Hotel Firm”. to create a series of value- an ambitious strategic plan with Reuters News, 30 de septiembre de 1988. • “Hostelería y turismo: La revolución del Sol”. added complementary products the objective of doubling the Actualidad Económica, 13 de abril de 1998. and services for customers size of the hotel chain, going • “NH obtendrá el diez por ciento de sus ingresos en Latinoamérica”. of their hotel chain. Together from the nearly 39,000 rooms Expansión, 26 de junio de 1999. • NH Annual Report, year 2000. with prestigious chef Ferran held in December 2006 to more • NH Annual Report, year 2003. Adrià, they created restaurant than 71,000 at the end of 2009, • “NH Hoteles ampliará capital por 250 millones para fi nanciar sus compras”. services NHube and Fast aspiring to generate 1.785 billion El País, November 28th, 2006. • Corporate presentation, NH Hoteles, May 2006. Good, they launched a line of euros in invoicing during 2009, personal hygiene products Agua with earnings (EBITDA) of 325 http://www.referenceforbusiness.com/history2/69/NH-Hoteles-S-A.html de la Tierra, and they have million, as compared to 1.090 created Elysium health and billion in invoicing for 2006. sports centers, specializing Soon to complete its 30th managerial challenges which in hydrotherapy, fi tness and year, NH is an example of will make it an interesting case beauty, not to mention the international management to follow: were the selected Woman Style sleeping rooms, with a promising future. markets and countries the which incorporate complements Nonetheless, the chain will ones that will bring greatest especially designed for women at have to confront a whole profi table growth potential for their hotels. series of organizational and the chain? Will NH be ready to take on the recent acquisitions of Framon and Jolly while simultaneously developing strong organic growth, without company earnings being affected? Will NH need to sell Sotogrande or other assets in order to fi nance its growth and refocus its business portfolio? And no less important, how will it deal with an attempt to control NH on the part of Hesperia, who already own By the end of 2007 NH had established 25.1% of the hotel chain? itself as a leading, multinational hotel chain in the segment of urban hotels, with more than 340 hotels in 21 countries of Europe, the 48 Americas and Africa.