NEW KEY AREAS IN THE ECONOMY What’s the route? 10 l . 132 ASSOCIATION NO l OF THE ESADE ALUMNI BIMONTHLY PUBLICATION OCTOBER–NOVEMBER 2009 From ESADE Alumni We talk to Legal area We look back over the Rosalía Mera discusses Labour market reform, history of ESADE Alumni managing social projects or when the cart on its 20th anniversary with Josep Santacreu is put before the horse... summary An ESADE Alumni Publication Av. Pedralbes, 60-62 08034 Barcelona Tel. 902 420 020 www.esadealumni.net 20 years Growing together EXECUTIVE BOARD Germán Castejón, President Pedro Navarro, Vice-President Juan Ramírez, Vice-President Eulalia Vilaclara, Treasurer Antonio Delgado, Secretary Editorial 5 UPDATE 32 AND 62 Members: Ignacio Arbués, Refresher programmes Marcelino Armenter, Manuel MBA Brufau, Montserrat Maresch, Cecilia Nan Yeh Chang, Marcel Executive Education Planellas, Andreu Puig, Josep Networking Executive Language Center Santacreu, Carles Torrecilla and Miguel Trias Sagnier ESADE ALUMNI INTERNATIONAL 6 LEGAL AREA 44 Labour market reform, or when the cart ESADE Alumni Director: REGIONAL CLUBS 8 is put before the horse... Xavier Sanchez Editorial Board: FUNCTIONAL AND PROFESSIONAL DEVELOPMENT 50 Ferran Ramon Cortés SECTOR-SPECIFIC CLUBS 10 Case study training; how to deal and Marcel Planellas Club activities with selection procedures Family Business Club Presentation Executive Director: BUSINESS CASES 52 Patricia Sotelo FROM ESADE ALUMNI 24 Inclusive businesses: economic and social value Design and production ESADE Alumni’s 20th anniversary BPMO Edigrup C/ Guitard, 43, 1ª planta IN THE NEWS 67 08014 Barcelona Professional updates from alumni ESADE Tel. +34 933 637 840 Sport and culture www.bpmoedigrup.com Class reunions ESADE NEWS 56 Coordination: Anna Aumatell and Elena Cabezas MEMBERS ONLY 77 Art Direction: Exclusive economic Paula Mastrángelo benefits for members Dossier Graphic Design: Juan Carlos Moreno THE ECONOMY’S NEW AREAS 36 Page Designer: Analysis by the specialists: Miguel Trías Sagnier Juan Antonio Franco Language coordinator: Alumni Giving Back 46 (MBA 89), Rafael Sardá Borroy (MBA 89), Manel Peiró Raúl Pelegrín Posadas (PMD 92 and Ph. D. in Management Sciences Production: Experiences of giving back: 07), Ángel Saz (Ph. D. in Management Sciences 07), Cristina Prats the project at the Gaspar de Portolà Albert Serra (FGAL 90 and EMPA 04), Beatriz Soler Photo editing: Foundation Bigas, Josep Francesc Valls and Juan Ramis. Carlota Prats Illustration: sonikamonica Advertising: Update Features Manel Carruesco Tel. +34 933 637 840 and knowledge MY VIEW 60 ESADE pays its respects to Luis de Sebastián Legal deposit: B-6077/ 90 MATINS AND DESAYUNOS 16 Distribution controlled by STORY 98 Spanish: 20.095 WE TALK TO 20 The dark night of the book by Fernando Trías de Bes Catalan: 13.665 Rosalía Mera talks to Josep Santacreu English: 1.240 about managing social projects Paper certified as coming from DEBATE 28 sustainably managed Does public administration need Plus... forests and controlled reforming? sources SPECIAL FEATURE 79 Renewable energies and the environment 20 years Growing together > Access to our jobs board. ESADE Alumni supports the > Professional careers guidance. professional development > Personalised advice about employment law. > Mentoring programme. of its members > More than 50 related activities. More information at www.esadealumni.net/ea/career_services • Contact: [email protected] • Phone: +34 93 495 20 66 EDITORIAL Growing together wenty years ago, twenty-two alumni from all The turbulence in the summer of 2007 was the the programmes taught at the time sat down starting point for one of the worst crises ever experi- T in the boardroom to found the ESADE Alumni enced by the financial system. The depth and length Association. of the financial crisis in turn has led to an enormous world economic crisis. We have taken a detailed The vision that came out of that meeting is today a look at the origins and causes of the crisis on other reality which brings together almost 15,000 alumni occasions. A lot has been written from many dif- in a global network with a presence in more than ferent points of view about how and why the crisis thirty countries. It is an active network, a connected came about. one which promotes professional updating, network- ing, support for ESADE and for the careers of all Here at ESADE Alumni we think the time has come alumni and which through its Alumni Giving Back to look to the future. We want to see what the world, programme also altruistically contributes towards the economy and companies will be like after the enhancing management in the third sector. It is an crisis is over. In this new academic year we would open network to which we all contribute and from like to think about and discuss this question: What which we can all gain benefits. are the new areas which are going to drive the economy? The dossier in this issue of the magazine It is, furthermore, a network that shares ESADE’s provides an initial approach based on an article achievements and international recognition in by Miguel Trías Sagnier (MBA 89), Professor and educating businesspeople, managers and lawyers member of the ESADE Alumni board, in which he in advanced professional skills from a humanist picks out some of these key areas. Over the next viewpoint. few months we’ll be making a special effort to help you examine these areas and decide which course All of us can feel proud they might take. of the association’s A final announcement: we will shortly be presenting achievements over its our new relational tool Nexus Alumni, ESADE Alumni’s first twenty years online network. It is a platform designed to foster online networking and will support all the associa- “Growing together” is to be the slogan that will take tion’s activities. And as ever, please don’t hesitate to us through this year of anniversary celebrations. I contact me at [email protected] believe that all of us can feel proud of the associa- tion’s achievements over its first twenty years and look to the future with optimism and ambition. ES- ADE Alumni is today one of the world’s most active alumni networks and its goal is to continue growing as it fulfils its mission: to bring value to all alumni, to ESADE and to society. GERMÁN CASTEJÓN (LIC&MBA 81) PRESIDENT OF ESADE ALUMNI [email protected] 5 ESADE ALUMNI INTERNATIONAL New York Chapter Association with the Spanish Chamber of Commerce in the United States The ESADE Alumni New York Chapter has linked up with Spanish Chamber of Commerce Washington Chapter in New York which means it will Networking dinner with Professor be able to offer better events Daniel Arenas and more services. The Chapter held a dinner in August featuring as its Carlos Duran Haeussler special guest Daniel Arenas, Professor of the Department (MAF 06), president of the Chapter, at the signing ceremony with Bisila of Social Sciences at ESADE Business School. He holds Bokoko, Executive Director of the a PhD and a MA from the Committee on Social Thought Spanish Chamber of Commerce in at the University of Chicago, a Degree in Philosophy from the United States. the University of Barcelona and a Diploma from the Pro- gramme of Executive Development at ESADE. Portugal Chapter Summer Drinks in Lisbon and Oporto Vitor Duarte (MBA 04), president of the Portu gal Chapter, and Bruno Sampaio (MBA 99), vice- president, hosted a number of summer cocktail parties in the Portuguese cities of Oporto and Lisbon respectively in July which were attended by a large number of alumni. Ecuador Chapter Official opening Quito hosted the first ESADE Alumni Ecuador Chapter event which brought together alumni living in the country such as Chapter president Fernando Endara (MBA 07). Brazil Chapter Peru Chapter Storytelling: the oldest Progress Report communication tool Workshop – Global Compact Antonio Núñez (Lic&MBA 94), academic ESADE Alumni and the Spanish Chamber collaborator of the ESADE Marketing of Commerce in Lima invited all ESADE Department, gave a talk in São Paulo Alumni members living in Peru to partici- about the seductive power of storytelling pate in a workshop on the United Nations in business. Global Compact. Argentina Chapter ‘Company Valuation Chile Chapter in Times of Crisis’ lecture Dinner - Colloquium Jordi Fabregat (Lic&MBA 80), Associate Profes- Alumni in the area enjoyed a sor in the Department of Financial Management networking dinner featuring Gui- and Control at ESADE, gave a lecture in Buenos llermo Le Fort, former IMF execu- Aires about how traditional company valuation tive director and former head of methods have been affected by the current con- the International Division at the text of the international economy. Central Bank. 6 ESADE ALUMNI INTERNATIONAL United Kingdom Chapter Japan Chapter Event at the Royal Networking lunch in Tokyo Automobile Club in Pall Mall France Chapter The event, held every year at one of London’s most traditional clubs, was at- Networking dinner in Paris Antonio Martínez (Lic&MBA 97), president tended by a large number of alumni. To mark the end of the academic year, alumni in the of the Singapore Chapter, organised a ESADE Alumni France Chapter met up at Le Petit reunion dinner with his former ESADE Retro in Paris. This Chapter has recently reached classmates while he was in Tokyo. Martínez an agreement with www.manageurs.com for its is also one of the creators of the ESADE Asia members to use the organisation’s online jobs Pacific Network Group in LinkedIn. board in France. Benelux Chapter Annual summer event The ESADE Alumni Benelux Chapter invited all alumni in the area to a din- ner which was also attended by Domi- nik Mertens, ESADE Alumni Internatio- nal Manager, who gave those present an update on the ESADE Alumni Community worldwide.