IE launches a Master in Architectural Management

Throughout architecture´s history, there has been the perception that the best designs were created by artists whose works remained untouched by the financial constraints of business. However, contemporary architecture has proven that excellence in design, although very necessary, is not quite enough to reach success. The majority of architects are, in fact, entrepreneurs and vocational…

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Europe’s Science Week: IE University launches online game among students around Europe

IE University has designed an online game that brings interdisciplinary, international and collaborative aspects of science to students all over Europe. “The International Lake Game Competition” is an interactive game played over the internet, whereby participants gain first-hand experience of the tension involved in deciding between cooperating for the good of their community, or opting…

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IE among Top 10 Business Schools worldwide in Aspen Institute’s Sustainability Survey

IE Business School is 9th in the world ranking of MBA programs published by the Aspen Institute´s Beyond Grey Pinstripes.  The biennial survey and alternative ranking of business schools evaluates the proper integration of social and environmental issues in MBA programs of the 149 best business schools worldwide.  This year’s ninth position – and the…

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IE School of Architecture: Controlled chaos and the vision of a business school

IE School of Architecture (Madrid/Segovia) and Architectural Association School of Architecture (London) organized from 16 to 25 of July a summer course to work on the remodeling of the AZCA financial district. In this workshop 20 future architects from 9 different countries from prestigious architect schools like Harvard, Basil and Glasgow participated. The objective of…

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New times, new concepts

1812IE Focus | By Enrique Dans, Professor at IE Business School

The concept we have had of computers to date is set to disappear under a landslide of Internet realities that offer a new way of working online. Google´s announcement of its project to launch an operating system, Google Chrome OS, is not just another announcement in the hyperactive wasteland of technology news. The announcement is something more than that. It is a change of concept that affects the definition of a computer and what we do with it. Something that is going to change the way we work.

For many years now a computer has been the machine used to do the same things that were done without it, only more quickly and more efficiently. The word processor was a post-modern typewriter that produced results that were aesthetically better in less time by separating the composition process from the printing process. The spreadsheet was a “calculator on steroids”, which avoided the sequential repetition of chains of operations by placing them on coordinates. A bookkeeping or salary application was the fast way to tackle a monthly task that was both tedious and repetitive. For workers, a computer was a machine they used for doing the same thing, but more quickly. And to do that, they needed hardware, an operating system and the right applications. Last century´s computing system: buy a computer, which comes with a large, heavy operating system “that has everything” (including a computer and a game of solitaire!) and then buy the programmes you need to “do things”.

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White brands: heroes or villains?

White brands: heroes or villains?

IE Focus | By Carmen Abril, Professor at IE Business School

Things are not often black or white, but rather tend to come in varying shades of gray. The world of white brands is no exception. They are no better or worse than other products, but they are certainly competitive.We are currently witnessing a controversial debate on white brands in Spain owing to the rapid growth they have enjoyed in recent months, where they have reached 38% of the sales of packaged large-consumption products.

As a result of this situation, which, on the other hand, is nothing new, many manufacturers, such as Danone, Nabisco and Kellogg´s, among others, have launched a massive advertising campaign to clarify certain concepts that consumers supposedly confuse regarding the manufacture of white brands in the hope that the message hampers their growth.

The importance of the issue and the controversy it has caused is worth taking a look at. First of all, we should start by giving this type of brand its correct name: if, by white brands, we understand undistinguished products based purely on their composition and ingredients and directly comparable with others, such as generic drugs, the name given to these products is incorrect.

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