In this session organised by the ESADE Alumni People and Organisation Management Club the following issues will be discussed: what is meaning, how to build a corporate identity and what role rhetoric plays in this process.
Corporate identity is what unites an organisation as well as distinguishing it from others. Building a solid corporate identity is fundamental for the success of any organisation and to achieve this it is important to know about meaning management.
Eduard Bonet, Emeritus Professor of ESADE
Oriol Iglesias (Lic&MBA 98 / PhD 06), Assistant Professor of the ESADE Department of Marketing Management and Academic Director of the ESADE Brand Institute
Each member may bring a maximum of one guest.
The session will finish at 1.30 pm.
For further information:
In this session organised by the <b>ESADE Alumni People and Organisation Management Club</b> the following issues will be discussed: what is meaning, how to build a corporate identity and what role rhetoric plays in this process
During the round-table, "From advertising to communicating: Case studies of successful branded content", which was introduced and chaired by César Gutiérrez Calvo, Vocal of the ESADE Alumni Marketing Club, three specialists on the topic presented a range of case studies on this new way of undertaking marketing through the communication of relevant content.
Miguel Ángel Nieto, Innovation Manager of Ymedia, began the session by explaining that in his agency they combine three basic levers to ensure branded content works: the advertiser, the medium and the audience. He stressed the fact that there is both an evident fragmentation of the audience and advertising saturation (although this is less now due to the crisis). He also commented that there is a lack of definition amongst brands' messages, which are lost in communal terrains, and an immunity of certain targets to advertising messages. Nieto stated that, "The attitude towards the search for content is now an increasingly active driving factor in the segmentation of targets, and in regard to this factor one notes that television carries less weight in contrast to the content the public likes".
Branded content creates a bridge between the content that the audience wants to hear about and that which the advertisers want to transmit: "Content is the combustible element of the engagement and our capacity to entertain and inform our public, and thereby we make the content so that it is taken in and is something that is wanted", he declared on the basis of his experience. "Brand relevance leads to generating parallel conversations, which socialise the content and viralise it amongst many more people; one must win by being relevant, not by being persistent", he concluded. Nieto ended his paper with a video from a campaign run for Estrella Galicia and explained how Ymedia undertook the nationalisation process for this product, which originated in the north east Spain.
Alfonso Fernández, Integrated Communications Manager for Samsung Electronics showed a video as part of his presentation and explained the different actions involved in branded content and product placement, which are a series of not so conventional actions that distance themselves from classic communication practices. "For me branded content or branded entertainment is a medium, not an end in itself; it is not a question of quantifying the impact, but of managing to generate interest amongst the audience who in turn demand this content", he argued. "Samsung endeavours to move beyond conventional advertising, while ensuring impact continues to seep through; with this strategy the brand is democratised and it is opened up into a dialogue with spectators: there may be a positive or not so positive dialogue, but one must know how to manage this interaction", Fernández stated. Furthermore, according to his experience, "the control of branded content results is not measurable and creates risks. It is more ambitious and has greater scope and requires a significant investment".
Mauro Ribó (LIC&MBA 94), Soft Drinks Marketing Manager of PepsiCo in South Western Europe, chose to share his thoughts on the title of the session, as for him branded content is about communicating not advertising. Following this line of thought he stated that PepsiCo does not disregard traditional advertising, however much it may be called into question, instead it links both strategies. "Currently everyone is making content -the media, the advertisers, the public, the agencies-, but what branded content should really deal with is advertising messages' lack of credibility", Ribó stated. Furthermore, he explained that there are series of questions up in the air regarding branded content: "How is it relevant and attractive to consumers? One has to tell a story, talking about what wants to be heard and not just talking about ourselves as a product". Another interesting question is how to make content attractive and how to get coverage so that the public remember the brand, so that one is not just left with the content that then consumes the brand.
The session concluded with a round-table question and answer session during which the audience discussed these issues with the experts.
The ESADE Alumni Marketing Club cordially invites you to this round table discussion, which will explore the concept of branded content through the presentation of a number of case studies of its successful use.
Branded content may be defined as "content created and financed by a brand with the aim of both communicating and entertaining, but not interrupting"; the growing development of this type of communication calls for critical reflection on its success/profitability.
This event offers a magnificent opportunity to be able to pose questions to our guest speakers, who have a range of experience working with branded content.
What is the most efficient media for this type of communication? Are their tools for measuring its impact? How far can we go with undercover marketing?
Presentation and moderation:
César Gutiérrez Calvo, Vocal of the ESADE Alumni Marketing Club
Alfonso Fernandez, Manager of Integrated Communications at Samsung Electronics
Miguel Ángel Nieto, Director of Innovation at Ymedia
Mauro Ribó (Lic&MBA 94), Marketing Director of Soft Drinks at PepsiCo South Western Europe
For further information:
The <b>ESADE Alumni Marketing Club</b> cordially invites you to this round table discussion, which will explore the concept of branded content through the presentation of a number of case studies of its successful use
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The ESADE Alumni Professional Careers Service organised a flash session which addressed the key aspects of authentic leadership. The paper given by Nekane Rodríguez, Country Manager and Marketing Manager for EMEA of Creade-Lee Hecht Harrison, explained that the difference between people who achieve their aims and those that do not is down to the capacity of the former to decide where they are going, of building in the face of adversity and moving forward.
Rodríguez began by asking those present what their expectations were and went onto comment that we go through life talking about leadership. However, she asserted that: "The perfect leader does not exist, because perfect people do not exist". According to Rodríguez, there are people who decide to take control of their life and she highlighted three variables that define leadership: having the will to do something, wanting to be an example and having the courage to do what one has to do at a specific moment.
The environment has changed and today different things happen compared to a few years ago. This is also why we talk about a different form of leadership, which implies not only how to lead others, but also how we lead our own lives. To illustrate some of these changes she referred to education: "We have been educated for how things should be, not for how they are". The speaker explained that we used to make plans for three or five years in advance, but now uncertainty does not allow us to look beyond six months or a year. "We do not control the economy, or many government affairs, but there are other things that we do control, such as learning to lead and managing everything that we can control. We must begin by abandoning mediocrity and taking responsibility for how one responds to life", the Marketing Manager for EMEA pointed out.
She then cited the Jewish psychiatrist, Viktor Frankl, to explain the definitive freedom of human beings: "It makes no difference what they do to you in a concentration camp, as nobody can decide how you respond to each of the things that happen to you in this life". Rodríguez clarified this by saying: "One can decide how to manage life and how to behave with others. We must also be conscious that we are a part of and involved in each thing that happens to us due to the simple fact of being there, and that each one of us decides to be a victim or protagonist in their own life.
To make the move from "no" to "why not?" one has to begin with an aim. Secondly, one has to decide what to be and what you want to become as a person, given that not doing it means not having addressed how to survive; she pointed out that surviving is not the same as living. "If we really want to change something in our life, we must begin by changing our way of thinking", Rodríguez declared. Thirdly, one has to know everything that one wants to do and can do, as the capacity and the skills will be of no use if there is no attitude behind them and she stated: "A person is great for what they are as a person and what they do, not for what they know".
The speaker advised the audience to learn and unlearn, because the rules are not written and what was once useful no longer is today. "What is the meaning of life? And what if the meaning of life is being happy with our responsibility for each one of the things we do?", she asked. Rodríguez defined a happy person as whoever understands that happiness is not a doorway, but a way of understanding life and an attitude that is based on optimism; it is simply to love. Rodríguez assured those present that there is no better moment for being happy than right here and now, because it is the only real thing we have. In her view, having the capacity to live and enjoy this present moment each day is something that greatly helps one to be happy, and she concluded: "Happiness is not found, it is created".
The ESADE ALUMNI Career Service cordially invites you to this Flash Session which will address the key factors of authentic leadership: being our own leader, changing the no’s for a and… why not?
It is evident that we are living through uncertain times, but even during times such as these there are people who achieve their aims and others that don’t: what is the difference? The answer is simple: there are people who are capable of deciding where they are going, tackling adversity and progressing.
This session will be delivered by Nekane Rodríguez, Country Manager of Creade-Lee Hecht Harrison and Marketing Manager of EMEA. She is an expert in people management, a specialist in values, ethics and the management of professional careers and personal development. She is also the co-author, with Marta Romo, of the book Traza tu rumbo [Mark out your path] and a contributor to the multi-author volume Coaching y diversidad [Coaching and diversity].
For further information:
The <b>ESADE ALUMNI Career Service</b> cordially invites you to this Flash Session which will address the key factors of authentic leadership: being our own leader, changing the no¿s for a and¿ why not?
ESADE Alumni Career Services invites you to attend this workshop, which will take a look at LinkedIn to see how we can better achieve our career goals.
LinkedIn is a powerful professional networking tool. It currently has the most registered users (over 150 million) and our country, Spain, has a major presence on a European level. Briefly analysing participants’ career goals, we will present various keys and tricks to help optimise your personal profile, along with techniques to create greater visibility and a productive network of contacts.
To this end, we will start off from each of the participants’ goals, on the basis of a professional social networking strategy. Each objective can be different: from acquiring new clients; finding partners, experts, and suppliers; to coming up with a new career plan.
To get maximum benefit from the session, it is essential that those attending bring a laptop, or similar, with Wi-Fi.
It is important that those attending are previously signed up to LinkedIn (profile completed at least 60%) and have thought about their social networking goal, which should be sent to firstname.lastname@example.org by 4th March in order to focus the session directly to participants’ goals.
The session, led by Rosaura Alastruey, Director of ProyectosTIC and expert speaker on professional networking and 2.0 web tools, is aimed at all types of professionals.
Places are limited
Members: 30 euros
Non-members: 90 euros
Schedule: from 5.30 pm to 9.30 pm
For further information:
<b>ESADE Alumni Career Services</b> invites you to attend this <b>workshop</b>, which will take a look at LinkedIn to see how we can better achieve our career goals
Unsure what actions to take to achieve your professional aims? Would you like to share what you do right? What are your most common mistakes when analysing search channels? What diffilcultes do you encounter when getting started?
ESADE Alumni Career Services invites you to take part in this new series of Coffee Drop-In meetings that we are offering to our alumni members, and in which we will address through group discussion the difficulties that we can come up against when we are confronting the search for a job.
These meetings consist of a space for discussion to exchange experiences of good practice, to share strategies and to reflect on the focus that we give to our job search. In addition, we will get to know different focuses we can apply, and how to perfect the way in which we confront these processes to achieve greater success.
In each session a different theme will be addressed on this subject. The protagonists are the attendees. ESADE Alumni’s Professional Career Services team will provide the group with support to develop its conclusions. In this session we will discuss Action Plan through search strategy as a fifth step in successful career management. The first step is self-awareness; the second, knowing the market, the third is identifying goals and the fourth is market positioning.
Attendance is limited
(*) Coffee will be served during the session.
Schedule: from 3.00 pm to 5.00 pm
For further information:
<b>ESADE Alumni Career Services</b> invites you to take part in this new series of Coffee Drop-In meetings that we are offering to our alumni members, and in which we will address through group discussion the difficulties that we can come up against when we are confronting the search for a job
The ESADE Global Business Club cordially invites you to this round table event. What has changed in Africa over the last few years? What opportunities does the African market currently offer and how can they be seized? How should you adapt to the specific characteristics of this continent? What are the challenges faced by multinationals and western companies? How do you compete with Asian companies and the new local leaders? What are the key factors for creating a successful strategy? How should you choose a field of activity?
Today the African continent is one of the world's largest growing markets. Despite the downturn in the world economy according to the UN in 2013 the African economy will grow by 6%. However, the complexity of working in a market with more than 1,000 million inhabitants, in a continent made up of 52 countries in which more than 2,000 languages are spoken means that Africa's real potential is greatly undervalued.
Patrick Dupoux and Alexandre Gorito, Partners of The Boston Consulting Group, who respectively work in BCG’s Casablanca and Luanda offices, will discuss the lessons they have learnt about working in Africa and the continents' winning business models.
Joaquín Cava (Lic&MBA 86), Managing Director of the General Management Programmes and Lecturer in the ESADE Department of Strategy and General Management
Patrick Dupoux, Partner and Managing Director of the BCG Casablanca Office (Morocco)
Alexandre Gorito, Partner and Managing Director of the BCG Luanda Office (Angola)
For further information:
The <b>ESADE Global Business Club</b> cordially invites you to this round table event. What has changed in Africa over the last few years? What opportunities does the African market currently offer and how can they be seized?
ESADE Alumni Career Services invites you to attend this flash session in which we’ll be talking about how to manage your own career, whatever your situation; taking charge of your life and not letting others decide for you.
The world is divided into professionals who manage their career and those who have it managed for them. We will be addressing important issues that have a lot to do with what we call happiness, success in life, etc., and which are not goals to be achieved but, rather, ways of travelling down life’s winding road. We need to be in the driver’s seat, not the passenger’s seat. Key issues such as family and career are not delegable and, if we delegate them, we may be unpleasantly surprised by others leading us to a place that we hadn’t expected.
This session will help you identify where you are or what quadrant of Vivaldi's Four Seasons you’re in (spring, summer, autumn or winter). We will discuss the Garfield effect, the Peter Principle and the Dilbert Principle. We will analyse what you are passionate about in life, what you’re good at and what your career anchors are.
With an active job search approach, we will explore your relationship diagram, how to capitalise on your CV, how to handle yourself in an interview and how to negotiate your salary. We’ll also be discussing counteroffers, and the first hundred days in your new company. Finally, to close the circle, we will be sharing some of Heraclitus’ and Euclid’s ideas, before winding up the session by learning from some approaches adopted by Snoopy: A dog that lives a much happier life than some humans who, ironically, have a dog’s life.
The session will be led by José Medina, President of Odgers Berndtson for Spain and Portugal, one of the best head-hunting firms in our country, and author of Dirige tu carrera. No dejes que otros decidan por ti.
For further information:
<b>ESADE Alumni Career Services</b> invites you to attend this flash session in which we¿ll be talking about how to manage your own career, whatever your situation; taking charge of your life and not letting others decide for you
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The latest session of ESADE Alumni’s Continuing Education Programme was delivered on 18th April by Andrés Raya (MBA 89), Academic Assistant in the Department of Organisation and People Management at ESADE. In a talk entitled ‘10 trends for success in organisation and people management: What are the winners doing?’ the speaker looked at the trends that have led some companies to make profits even in a crisis like the present. The session dealt with certain factors affecting the various company tiers, including organisational charts, communication and talent management, and which have meant that – in this period of change – some have emerged as winners and, others, losers.
Mr Raya underscored 10 key management points for survival in these times of crisis. In order of appearance during the session – not in order of importance, as the speaker himself pointed out – the trends that make the difference in successful organisations are: 1) general management with values and people management. Managing coherently with values, in order to build trust and protect links; 2) the commitment of the entire team to the strategy, the brand and "what should be done", in which aligning behaviour is everyone’s responsibility; 3) changes in the organisation for efficiency and adaptation, where organisational boundaries are blurred, the territorial units are smaller, there are fewer levels, the time to market is reduced and the company works with multidisciplinary teams; 4) more people in contact with the client, greater needs and co-ordination and across-the-board systems; 5) meritocracy and talent management, decision-making tools; 6) more empowerment for employees, so that they have more decision-making capacity through organising more functional and less hierarchical key processes; 7) effective communication and management, i.e. that transcends hierarchical management and becomes functional; 8) being demanding and passionate about results (goals) in all positions: being geared towards results is the search for continuous improvement; 9) personnel development through feedback and the development circle; 10) developing conscious leadership and influence, shared leadership and combating leadership myths.
The session ended with an intense round of questions in which the speaker and the audience spoke directly and addressed issues of interest, extending what had been covered during the session.
The ESADE Alumni Lleida Club cordially invites you to this Refresher Programme session titled "10 successful trends in people management and organisation. What are the winners doing?" held by Andrés Raya (MBA 89), Academic Collaborator in the ESADE Department of People Management and Organisation.
In all crises there are winners and losers. Whilst in 2009 some industries fell by 40%, a few dropped by 60%, yet others only by 20% and some even recorded growth. At this session we will analyse the trend lines that winners have followed in the areas of people management and organisation. How are organisational charts, communication and talent management developing? Why are these trends helping the winners increase revenue by more than 350% and margins by over 200% more than the average?
Andrés Raya (MBA 89)
He is partner in Alyseu Consultores and Addn-On Consultores. He has been General Manager and Vice-president of Diesel and Guess in Spain, France and Portugal. He was Managing Director at Grup Pyrénées. Since 2004 he has served as Co-director of the People Leadership and Team Management Programme at ESADE Executive Education, and teaches ‘Talent Management in Environments of Intense Change’ on the MBA programme. He has directed several corporate consulting projects and has participated in some of the largest projects of change in Spain in emblematic sectors such as finance or insurance. He is director on the boards of various companies in sectors including biomedical research, distribution, fashion, ICT and advanced logistics, among others.
For further information:
The <b>ESADE Alumni Lleida Club</b> cordially invites you to this Refresher Programme session titled "10 successful trends in people management and organisation. What are the winners doing?" held by <b>Andrés Raya (MBA 89)</b>, Academic Collaborator in the ESADE Department of People Management and Organisation
The ESADE Alumni Professional Careers Service cordially invites you to this flash session, in which we will discuss the subject of emigrating and seeking work abroad as a part of a personal initiative.
During the course of the lecture given by Jaime Lladó the session will address a range of issues that must be taken into account so we can benefit from working and living abroad, as well as prevent any undesirable outcomes .
With regard to not only the "departure", but also both the time spent working abroad and the "return" the session seeks to address themes such as:
• A search strategy for alternative employment options abroad and expatriation: how to make this into an opportunity and part of a strategy for personal and professional development.
• Family implications. Dual careers (spouse's or partner's options)
• The return: Have I considered the difficulties of coming back and am I prepared to confront them? Creating opportunities, difficulties that arise and how to remedy them.
• The perspective from a human resources department: managing expatriates, a key factor and reflection of a human resources development policy.
• International mobility in the current economic climate: What kind of international post am I being offered?
• Compensation and benefits policies: What costs are usually compensated in the salary packages for international posts?
• Critical points to bear mind when deciding to accept an international post: Do my family and I satisfy the necessary conditions?
• Regulatory aspects: What are the practical implications from the following perspectives: employment, emigration, tax and social security?
To seek or accept an offer to work abroad often has a far-reaching impact on our careers and personal lives. As a rule, these options make sense in the context of professional growth and development.
The session will be delivered by Jaime Lladó, Manager and Partner of Lladó+Partners , which provides professional strategy coaching. He also works as an executive coach and consultant .
Charo Garay of EMS (Employee Mobility Solutions) will also participate in this session. EMS is based in a number of countries and offers specialist guidance on relocation for managers to facilitate and assist them with their relocation to take up their new position and, along their family, their move to a new life aboard.
For further information:
The <b>ESADE Alumni Professional Careers Service</b> cordially invites you to this <b>flash session</b>, in which we will discuss the subject of emigrating and seeking work abroad as a part of a personal initiative
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The lecture session "Creating a new business adventure", organised by ESADE Alumni, focused on the entrepreneur and ways of launching a new business. Delivered by Jordi Vinaixa (MBA 91), Lecturer in the ESADE Department of Strategy and General Management, the session addressed issues related to the creation of new businesses.
Jordi Vinaixa began his lecture by addressing the creation of new jobs and cited an article that reveals how in the United States SMEs are the cause of two thirds of the new jobs generated in the country, and also how those companies that produce up to thirteen times more patents than new companies do so as a direct result of entrepreneurship. With regard to the question of what is entrepreneurship Vinaixa defined it as "the process of value creation through a unique combination of resources aimed at taking advantage of an opportunity". Thereby, he explained that the aim is to learn and improve, and furthermore, that everyone has the ability to be an entrepreneur if they create value by taking advantage of opportunities." Having set out the basic principles of entrepreneurship, the ESADE lecturer concentrated on three issues: the opportunity, the resources and the business model, and the entrepreneur.
With regard to the opportunity he defined it as the business idea and an individual's need to address an initial problem or demand. He stated that business ideas come from two major sources: the space of the market (what and who) and the space of technology (what and how). He went to comment on the best business ideas and highlighted three fundamental factors they need to encompass: to be something related to what the entrepreneur wants, to be something related with what the entrepreneur is capable of doing and for the entrepreneur to be the only person that believes that the product or service in question can become a business. He continued by drawing attention to the importance of creating a product or implementing an idea at an opportune moment and underscored the difference between an idea and an opportunity that actually exists in the market. In relation to this he discussed the possible courses of action that may be considered in a market saturation scenario. He presented two basis options: bring about a re-segmentation of the market, which is to say develop an offer for a specific segment of the market by providing products and services that only that sector needs; or use technology, which is a solution which leads to "creative destruction": the emergence of a new technology which sweeps old products out of the market, such as vinyl, and creates a solution that destroys the previous one.
He then turned to address the issue of resources and the business model. In terms of the business model, he pointed out that it is the way in which companies create, deliver and obtain value. He explained that when people talk about a business model they must address the following questions: who are we going to serve, what are we going to offer, what is the value proposal, how are we going to do it, how are we going to make money doing what we say we do, how are we going to make it sustainable and how are going to make clients choose us and do so over the long term. For this to work and the business model to be favourable it is essential to know one's target customer and their problem, given that as Jordi Vinaixa stated, "there is no business without pain". The ESADE lecturer went on to discuss the requirements and necessary resources for business creation before commenting on the importance of having a channel to deliver the product to the customer. He explained this by using the business model schema known as the "Business Model Canvas", which was created in 2009 by Alexander Orterwalder.
He concluded the second block of his lecture by highlighting the importance of considering a wide range of possibilities when creating an opportunity.
Vinaixa then turned to discuss the final element of his lecture, the entrepreneur. The entrepreneur he stated is the person who makes the aforementioned process possible. He also stated that the viability of a business depends on the entrepreneur bringing together the team, the opportunity and the resources.
He concluded by discussing the question of whether the current situation is a good moment for entrepreneurship. Having reached the conclusion that the economic situation is not favourable, he stated that in his view there was another important factor: the fragmentation of the value chain across the different industries, because what used to be generated as value within an organisation is now generated as external units. Thereby, he highlighted that the situation we face today enables the development of new value in an independent manner and therefore makes people into entrepreneurs.
Before taking questions from the audience Jordi Vinaixa presented the new programme he has recently created, which is focused on the entrepreneur and business ideas entitled: "New venture creation: from one's own experience to one's own company".
ESADE Alumni cordially invites you to this Refresher Programme session titled "New Venture Creation" held by Jordi Vinaixa (MBA 91), Professor in the ESADE Department of Strategy and General Management.
Increasingly, professionals from the corporate world are gaining the confidence and feeling the thrill to launch a new business project that will allow them to develop all their professional and personal potential whilst also letting them capture, to their own benefit, a greater part of the value they are capable of generating.
What’s more, the survival of current businesses involves revisioning and reinvention. This is the job of entrepreneurs and intrapreneurs.
For further information:
<b>ESADE Alumni</b> cordially invites you to this Refresher Programme session titled "New Venture Creation" held by <b>Jordi Vinaixa (MBA 91)</b>, Professor in the ESADE Department of Strategy and General Management