An Inspiration Break with Andrés Cuneo

"Transferring the knowledge we generate is the thing I’m most passionate about. I think that ESADE has struck the right balance"

Why did you decide to become a researcher and focus on the development of private label brands and their impact on the competitive dynamics between manufacturers and retailers?

Before joining academia, I worked in industry for many long years. I spent most of those years in marketing and later consulting for the consumer goods industry. In my day-to-day work managing brands, I “suffered” from the high rate of expansion of store brands (private labels). As these brands grew, developed and gained acceptance from consumers, I watched as the industry underwent a transformation. That’s how I became interested in gaining an in-depth understanding of the levers of growth for store brands, how they create value for consumers, and how this affects the competitive dynamics between manufacturers and retailers.

How did you become a university professor and how did you end up at the Department of Marketing at ESADE?

I found academia seductive as a concept, but it was nothing more than a romantic idea. Nevertheless, my path gradually came into focus. I realised that I was no longer interested in “generalist” work in the business world. I was interested in exploring more highly focused subjects in greater detail. Specifically, I was interested in everything having to do with the creation, development and management of brands. Therefore, the natural path for me was to pursue a PhD. In the combination of academic research, applied research and teaching, I discovered the perfect fit for everything I was interested in: research and dissemination. The way I ended up in the Department of Marketing was quite natural. I taught quite a few classes at ESADE while I was studying for my PhD. When I finished, I took nearly 4 years off to return to my native Chile, during which time I worked at Adolfo Ibáñez University, teaching, doing research and managing the number-one MBA programme in Latin America. After that experience, ESADE invited me to join the Department of Marketing, where I have been an Associate Professor since 2013.

What aspect of what you do here at ESADE are you most passionate about?

I was interested in joining a school that had a good balance between research and teaching, since that’s the best fit for me – neither a 100% research school nor a 100% teaching school. I believe blindly in the dissemination of research in academic settings but also in business settings. Transferring the knowledge we generate is the thing I’m most passionate about. I think that ESADE has struck the right balance. The culture of research has gradually grown, and this creates a fantastic ecosystem. Additionally, there is a great diversity of programmes – MSc, MBA, Executive Education – where we can disseminate our research and make sure our research has a real impact on business. My passion is ensuring that my research makes an important contribution.

Where do you get inspiration when you need ideas?

My research ideas generally originate from the reality of business. Therefore, I’m interested in gaining a good understanding of the business world’s concerns regarding my areas of specialty. I read a lot of economic media and business magazines, I frequently talk with executives, and I use my Executive Education teaching responsibilities as a chance to obtain, test and debate ideas that I later work on.

What do you do when you need to unwind?

I really like what I do, so I don’t have a pressing need to unwind. Intellectual inquisitiveness gives me a lot of energy every day. It’s true that I try to strike a balance through other activities. I exercise a lot, I read, I started doing yoga again (after previously quitting), I go for walks and I travel all the time.

What is your biggest dream as a researcher on the development of private label brands and their impact on the competitive dynamics between manufacturers and retailers?

The truth is that I don’t have one big dream. I’m more than satisfied knowing that the things I spend my time on are having an impact. On the one hand, I’m very interested in learning processes and I try to make sure that the knowledge they generate is relevant for the academic world, but also for executives and companies. On the other hand, I’m very interested in learning processes and I try to make sure my teaching has an impact on my audiences, in terms of both learning and classroom experience. For now, I’m doing well in both of these areas, so I work every day to maintain this dynamic.

What saying, song, book or movie do you think of often?

I recently saw a comic strip where Charlie Brown was talking to Snoopy:
Charlie Brown: “Someday, we will all die.”
Snoopy: “True, but on all the other days, we will not.”
That seems to me like a very good mantra to repeat to yourself before you begin your day to try to make everything worthwhile.