Lecturer in the Department of Marketing Management
Academic training
Master en Dirección y Administración de Empresas. ESADE
Licenciado en Ciencias (Sección Química). Universidad de Barcelona
Interest Areas
Business-to-business marketing
Marketing of high-technology products
Marketing of industrial products
Biography
Antoni Crous has always been linked to the industrial sector in various organizational positions. Although during the period 1978-1985 he was Industrial Director of S.A. Camp -Benkiser- (a detergent manufacturer), he has subsequently carried out his professional activity in marketing-sales and general management positions.
He was Sales Manager in Kao Corporation from 1975 to 1978 and Divisional Director of Merquinsa during the period 1985-1988, allowing him to become acquainted with the detergent, cosmetics and textile (printing, textile finishes, manufacture of wadding, paints, adhesives and non-woven fabrics) markets.
In 1988, he founded the company Hammenite Productos Especiales, SA, where he performed the duties of Managing Director until 1995 and, after acquiring the company Xylazel, SA, and merging the two companies, he moved to the manufacture of surface-active raw materials sector. This permitted him to enter the automobile spares, paints, varnishes, putty, engine oils, antifreeze and brake fluid sector, and to learn about the distribution of paints and automobile spares in the different stages of the channel, and the specification through architects and original automobile equipment in the automobile spares market.
During his time as Managing Director of Albright & Wilson Ibérica (1995-2000), he developed the sale of surface-active agents to the domestic market, to customers from the detergents and cosmetics industry, and to the agrochemical, textile, casting, chemical, construction, paints and chemical synthesis industries. He also led the exports to Asia, Africa and South America for the whole Albright group, with various Area Managers, and the management of various worldwide Product Managers.
In 2000 he took over the general management of the company Uniland Cementera, in which he runs both the domestic cement and the concrete, mortar and aggregate business. He is likewise President of Ciment Català, the cement industry employers' association in Catalonia, which allows him to work in close contact with the local administrations and the various departments of the Generalitat (Autonomous Government) of Catalonia.
He has acted as consultant to several companies from the chemical industry for the definition of their strategic plans, and has designed products by market segments for various companies from the paint and raw materials industries.
Since 1989, he has been Co-ordinator of the Business-to-Business Marketing course, which is taught on the different courses that ESADE organizes on its Barcelona and Madrid campuses. Moreover, since 1996, he has been Manager of the advanced management programme Marketing of Industrial Products.
