Our monthly Executive MBA participants recently dealt with a case that was somewhat out of the ordinary: that of Renova’s black toilet paper. The activity was the topic of their Marketing Strategy class, involving a case study which would put all their newly-acquired knowledge to the test. At the end of the class, Prof. Andrés Cuneo resolved the case with the group, explaining the final outcome.
ESADE’s EMBA is a 4-phase programme, which focuses on Management Development from all vantage points. The Marketing Strategy module in particular, is carried out in Phase 1 -entitled “Company, Environment & Function”- touches on innovative aspects of management, which are learned, discussed and debated in-depth, offering a current vision of the company and its reality.
During the session in question, the participants reflected on the Renova case and offered their own perspective on the managerial decision-making process behind choices of this kind, and how they affect the success, or otherwise, of business models. To everyone’s surprise, including Professor Cuneo himself, one of the students came bearing gifts: everyone in the class got to take home a roll of black toilet paper!
ESADE’s Executive MBA has broken a new record of which it is very proud: 40% of the participants in the monthly edition of the programme that began last October are women. This figure is quite an achievement, given that women account for more than 35% of EMBA students at only 11 business schools in the world.
To mark the occasion, ESADE organised the Women Leadership Event, featuring talks on women’s leadership in the business world by outstanding professionals, including Eugenia Bieto, Director General of ESADE.
ESADE is one of the few business schools worldwide to be led by a woman. Bieto encouraged the women in attendance to believe in themselves, whatever decisions they might make, whether they choose to pursue their career or focus on their personal and family life. In this regard, the ESADE Director General explained that she decided to take time off from her own career when she was 30, but that she was later able to jump back in. According to Bieto, the key to continued professional growth is to never stop learning.
The event continued with an inspiring talk by Isla Ramos, an ESADE EMBA alumna who decided to make a radical career change after becoming Executive Direcr of Lenovo. She chose to pursue other personal projects related to education and transformation processes at organisations.
he event ended with a networking cocktail hour with alumnae from all formats of the Executive MBA programme: weekly, biweekly and monthly. Beatriz Soler, associate director of the programme, reaffirmed ESADE’s commitment to equal opportunity for women and men and the institution’s desire to include male colleagues in its efforts to tackle this challenge.
One of the highlights of ESADE’s Executive MBA is the flexibility and ability to personalise your experience. Students can either spend the final phase of the programme focusing on elective subjects to take their career to the next stage, or opt to finish their studies with a touch of global exposure, taking part in a 3-month, full-time exchange programme at an international partner business school.
Day, 19 January, 2018. ESADE Campus in Barcelona. The time has come.
The day everyone was waiting for has arrived after 16 months of effort and dedication: including visits, experiences, projects and classes. For the participants of the Executive MBA, the graduation ceremony means the completion of a professional and personal transformation that started with a group of strangers and ends with classmates, friends, colleagues, and even partners.
Graduation is always an emotional moment – with family and friends accompanying the EMBA participants at the diploma collection ceremony. Carlos Royo, programme director, and ESADE Executive Education director, Jordi Brunat, addressed the attendees to remind them that the end of the programme is just the beginning of a new stage.
Alba Cura, Pau Imaz, Begoña Martínez and Silvia Segalés spoke as student representative to recall the most amusing moments and shared memories, but above all, to reinforce the group feeling that was forged during these 16 months.
Congratulations to all the graduates of the Executive MBA in Barcelona (twentieth year)!
No doubt you will wonder what on earth the connection is between these things. Yet there is one – the 2017 Aquatech Innovation Awards. These awards are strongly committed to sustainability and – as their name suggests – to innovation.
Tecnoturbines, a company founded by Jaime Lledó, a former student of the 2016 EMBA programme, has won one of these top awards. Lledó´s start-up, headed by the former ESADE student and three engineers from Alicante, received the prize in the Transport & Storage category for its picoturbine, an economic and efficient solution which allows for energy generation to monitor installations with difficult access to the electric net. The award was made in Amsterdam on the 30th of October 2017.
The purpose of Lledó’s company is to develop technology that allows one to use water pressure to generate electricity. The secret lies in the installation of micro-turbines in the water distribution network to reduce or take advantage of over-pressures.
Companies that store large quantities of water can use the firm´s products to save resources and thus cut costs. Some of the potential customers of Tecnoturbines are enterprises operating in the irrigation sector, industry, and the distribution of drinking water.
Tecnoturbine´s project will revolutionise its target market. Its pioneering products, solutions and services in the hydraulic industry are precisely what the Aquatech Innovation Awards have been heaping accolades on for years. In this edition of the awards, Tecnoturbines was chosen from among 13 leading companies and projects by a jury of top experts from firms such as Wetsus, Akzo Nobel, Shell, and Stowa.
Water is a scarce, valuable resource that needs to be treated in a socially responsible manner. Innovation plays a key role in achieving this goal. The 2017 edition of the Aquatech awards (which were held in Amsterdam this year), showed their commitment to social and environmental sustainability by donating the registration fees to AMREF Flying Doctors — an NGO. AMREF is currently carrying out a project in Tanzania to: eradicate the practice of female circumcision; provide drinking water for women and children; improve community hygiene and sanitation.
During ESADE´s Executive MBA (EMBA) programme, students come up with projects whether within their companies or as a new line of business/entrepreneurial venture. How are these projects brought to fruition? The last stage of the EMBA programme — the Business
Capstone Project — puts the finishing touches to the plan to create a new business. Experts tutor students and evaluate the project. The projects themselves are chosen by programme participants depending on their track records, backgrounds, and aims. These projects often go beyond the classroom and end up as successful companies. The aim is clear-cut: to provide EMBA participants (who are all professionals with great potential) with the tools to reflect, learn and act in making their dreams come true.
Jaime Lledó is a prime example of the way the EMBA programme helps participants develop their entrepreneurial flair and projects. Tecnoturbines — Lledó´s brainchild while he was at ESADE — has grown to the point where sales have reached the one million Euro mark. The EMBA programme was key in laying the foundations for this success. Furthermore, Lledó and his team are bent on making the firm grow and they are opening up international markets to this end.
These four young professionals are pioneers. Their training, professionalism and determination means the sky is the limit!
“Challenge the future. You are the ones who are going to make the difference. You are the ones who have to show that another future is possible. Here at ESADE, we want to generate this change with you.” This was how Jordi Brunat, Director of ESADE Executive Education, welcomed new participants to the monthly Executive MBA (EMBA) on Welcome Day. “Be positive, courageous and daring, but above all, keep your mind open. You cannot even imagine where you will be 10 years from now.”
With these words, a new class of students, 40% of whom are women, embarked on the EMBA journey. “We are very proud of this figure and we want it to keep increasing,” commented Esteve Mogas, Director of the EMBA. “This is a change that all of us must be involved in.”
During the welcome session, the new participants shared their reasons for undertaking this new adventure: “We are here to start a new life,” said one student; the rest of the class responded with a round of applause. Indeed, the EMBA is synonymous with change. The new participants are about to encounter endless possibilities and new horizons, both professionally and personally. “Let the EMBA surprise you,” said Mr. Mogas during his remarks.
The new participants also had the chance to share their concerns about this new journey with participants who were in the same situation one year ago. “Here you’ll find time to reflect: Who are you? What kind of leader do you want to be? You only get to do an MBA once in a lifetime, so take a deep breath and enjoy it!” commented Aurora Martínez, a representative of last year’s graduating class.
Daniel, also from last year’s class, stressed the importance of the group’s support: “One of the key points of the EMBA is that you are united as a class. This adventure is also about building personal and professional relationships.” “You’re here to learn from each other,” added Aurora. “Don’t be afraid. Get out of your comfort zone and make mistakes!” challenged Daniel.
Indeed, the EMBA is quite a challenge. The new participants understand this, but they also know that hard work will bring them great rewards. “New professional opportunities”, “creating my own business”, “having a transformational experience”, “learning from my colleagues”, “building a great group” and “growing together” – these were just some of the reflections shared during Welcome Day.
Finally, we would like to pass on the words of encouragement and gratitude that Mr. Mogas shared at the end of the event: “Thank you for being here today. Thank you for your excitement and energy. Thank you for your trust in ESADE and welcome to the new Executive MBA class of 2017-2019!”
Four out of every ten students in the latest intake for ESADE’s monthly-format Executive MBA (EMBA) in English are women. This is ten per cent higher than female participation in this kind of programme worldwide (30.1%), according to the 2017 Executive MBA Council Survey. The survey includes ESADE among the 11 business schools that — as shown in the latest Financial Times ranking — have EMBA programmes in which women make up over 35% of the student body.
The 40 participants in the latest edition of ESADE’s EMBA programme are drawn from 25 countries from around the world. Each speaks an average of four languages and 60% come from abroad. Their academic backgrounds vary, the main ones being: Economics or Business (55%); Engineering (13%); Law and Humanities (13%); Sciences (5%). With regard to the sectors represented by students taking ESADE EMBA programmes, the principal fields are: Energy; Finance and Insurance; Technology and Telecommunications; Consulting; Aeronautics; Health Care; Public Sector. With regard to the functional areas in which students work, Marketing, Sales, Operations, General Management, and Finance are the most strongly represented.
The proportion of female professionals making up ESADE’s intake for the latest edition of the Executive MBA (EMBA) is ten per cent higher than the world average (30.1%) for this kind of programme.The part-time programme is imparted in English on the Barcelona and Madrid campuses and lasts 16 months. Participants have an average of ten years’ professional experience.
ESADE and its commitment to women’s talent
The high percentage of women in ESADE’s EMBA (40%) and in the rest of the School’s programmes (43%) is the result of a firm commitment to gender balance and female leadership. ESADE was the first Spanish business school to join The United Nations’ #HeForShe platform and since 2013, it is an academic partner in Proyecto Promociona para Mujeres en la Alta Dirección [Women for Senior Management Project], an initiative fostered and carried out by Instituto de la Mujer y para la Igualdad de Oportunidades [Institute for Women & Equal Opportunities] and the CEOE [Spanish business organisation]. Almost 400 women have already taken the programme.
Furthermore, ESADE periodically carries out surveys such as the ESADE Gender Monitor and Mujeres con Impacto [Women Who Make a Difference]. Over the last year, the School has supported many projects, such as the publication ‘37 almas en una’ [37-in-1], a collective essay based on the stories of 37 women managers who tell how their personal and professional experiences contribute to female leadership. These and many other initiatives, such as The MBA Women in Business Club, won Joint First Prize in the EJE&CON ‘Gender-Free Talent’ Award, together with the scientist Margarita Salas, the firms PwC and Atrevia, and the magazine Capital Humano [Human Capital]. Eugenia Bieto, ESADE’s Director-General, is the first woman to be appointed President of the CEMS Global Alliance and is one of the few women heading a world-class business school.
“If you’re here now, imagine where you will be in 15 years.” This was how the Director of ESADE Executive Education welcomed new participants to the Executive MBA (EMBA) in his institutional welcome remarks. “The EMBA is a programme that will transform you and help you learn a lot. But my message is: enjoy it!” said Jordi Brunat . He added: “You are incredibly privileged, so make the most of this experience. Welcome to ESADE – your home.”
“Future”, “progress”, “change”, “challenge”… These were the words used by the new participants in the Barcelona-based weekly EMBA when asked by the programme director, Carlos Royo, what it meant to them to be starting along this new path. Indeed, the EMBA transforms people and opens up new horizons.
“You will change throughout your time at ESADE. The EMBA gives you a new perspective,” explained Alba Cura, a member of the 2018 EMBA graduating class, reminiscing on how she had embarked on this path just one year ago. “Starting now, you will have lots of professional opportunities,” commented Albert Canela, another member of the EMBA class of 2018 and a classmate of Cura’s. “You will enjoy yourselves greatly during this journey,” he added. “The EMBA will shake you up. It is such an impressive experience, and it is sure to unite you. Trust in your classmates. The support of the group is fundamental in this adventure,” declared Cura.
The EMBA is based on three pillars. The first is making decisions from a position of authenticity. “ESADE believes in collaboration as a means of creating great leaders,” explained Royo. The second pillar is internationalisation. During the programme, participants spend time in Europe, Asia and the Americas, getting to know the realities of these societies and becoming leaders with a global business vision. The third and final pillar is entrepreneurship. The EMBA will let you to take charge of your career and make the professional leap you’ve been dreaming of.
Who said that being active in social networks is the only option? Who said that only young professionals can manage social media accounts?
These are some of the issues dealt with in the ‘Customer Relationship Strategy in the Digital Age’ master class organised as part of the ESADE Continuity Programme on 25/26 September in Barcelona and Madrid, respectively. The masterclass focussed on the transformation of customer behaviour and how marketing should adapt and bypass online communication. It was led by Pau Virgili, an expert on new technologies, management, and marketing who has managed international companies and now works closely with the ESADE Marketing Management Department.
Pau Virgili showed his disagreement with four myths that accompany the technological revolution. To the surprise of many listeners, he questioned: firstly, the need to be in the digital environment; secondly, the belief that being surrounded by young people guarantees success; thirdly, the assertion that everything has changed; and fourthly, the assumption that the old rules no longer apply. By undermining these beliefs, Virgili made the audience pause and reflect (the main objective of this type of session and, in general, the ESADE methodology and philosophy). There is no change, or changers, without reflection, without demystifying, and without questioning whether the newly generalised paradigms are the only valid models.
Pau Virgili emphasised the leading role of the customer over the brand, and how consumption is becoming more rational, encouraged by the observations and criticisms of friends and family, and in which emotional values trump the brand’s own foundational values. Virgili considers that it is essential to study and understand the ‘customer journey’ that occurs both online and offline and whose broad effects permeate the entire organisation. To capture consumers, brands must relate directly and transparently with customers.
Pau Virgili, who was general manager of European marketing at Hewlett-Packard fast moving consumer goods and European marketing director for Plantronics, is an example of the quality of ESADE’s academic team. The contributions of this team and the numerous lecturers who participate in this type of unique session – full of practical cases and based on sharing knowledge while encouraging innovation and critical spirit – reflect the bases on which ESADE is built. An attentive master class audience eagerly followed the discussions in each session.
These master classes are part of the Open Day offered by the ESADE Executive MBA. These events are an ideal opportunity to learn about the university and its programmes before taking the leap and becoming an active agent for change trained at ESADE. Lecturers, alumni, and the programme director are available during Open Days to resolve any doubts and concerns before applying to ESADE. Open Days are also the first opportunity for many students to see how ESADE works, with the plurality of its lecturers and comprehensive innovation. Students can also see for themselves the quality of the academic contents, one of the aspects most valued by students and a subject of intense focus for the entire ESADE team.
Learn more here about the next EMBA informative sessions. We look forward to seeing you there.
What an experience it was to go to the Boston e-lab programme this summer! There are countless takeaways (too long a list to include here!) that will serve me well in the years to come, both personally and professionally. From this long list, at a personal level, I take with me the strong connection and the lessons learned from my classmates – an amazing group of people from various Executive MBA cohorts across ESADE.
We experienced situations both in and outside class that made us become a real team, and which I’m sure will lead to collaborations in the future. Of course, we now know how to close deals over lobster dinners with bibs and all! If that isn’t a bonding experience, I don’t know what is! At a professional level, the best way for me to encapsulate the experience is to say that it was eye-opening and mind-boggling at the same time. I felt challenged just about every day to do something new; I also felt a sense of urgency to make a difference.
Sometimes we think within the constraints of what we know, but why not “think big”? The possibilities around innovation, technology and robotics were simply amazing, as we learned at MIT, at Harvard and at the various e-labs we visited throughout the week. Even when an idea seems crazy or unreachable or simply “out there”, if you believe in it, if you feel passionate about it, try it! Leaving with this feeling that “I can do it, too” was worth the money. We saw teams and people working on projects that I would have never imagined, and yet there they are, building businesses and getting funding for them.
Unlikely partners like musicians and engineers working together to come up with solutions to simple and complex problems – why not?! “Thinking outside the box” can be a cliché, but we saw that the most creative ideas came precisely from those who push the status quo. Of course, we needed to bring it down to the practical level: ESADE gave us a good run-down on how to pitch ideas to venture capitalists (our final assignment!), how to manoeuvre the Boston ecosystem (which is the same as that of Silicon Valley) and how to think about teams and working spaces differently. Lastly, I felt proud to see fellow ESADE alumni and fellow Europeans bringing their ideas to life in the Boston ecosystem.
Thank you, ESADE! I had a blast and I can definitely recommend the Boston e-lab. Anyone interested in entrepreneurship or life-changing technology should sign up for this experience.