china business.jpg
全文见《中国经营报》 “中欧’的权力制衡/ IE:鼓励教授接‘私活’”一文。


Keys to the success of Chupa Chups

Written on January 18, 2008 by Dirk Hopfl in Academics

1442.jpgJanuary 2008. By Ramon Diaz Bernardo, Professor of Marketing at IE Business School.Many think the success of the original lollipop company, Chupa Chups, is because they were the first to put a sweet on a stick. But the real key to this success story is good marketing.

The success of Chupa Chups is, as almost always, the consequence of various concurrent factors. Therefore, it is not easy to identify one single reason why Chupa Chups is today a large enterprise. Searching for the common denominator of these factors, I consider it reasonable to say that the key to the success of Chupa Chups lies in the fact that they have been very good at marketing.

Why does the key lie in marketing? Because, in my opinion, the company´s success can be summarised by examining how it has very efficiently managed for famous Ps of marketing: product, pricing, promotion and placement.

When we speak about product in marketing, we referred to something tangible, i.e. the product itself (in this case, a sweet on a stick) and to something intangible, i.e. the brand name. The product designed by Bernat in the 1950s was undoubtedly an innovation in the sweet world, but what I consider to be the radical innovation was the development of the brand name associated with the product. Bernat was a visionary when he realised that a somewhat undifferentiated product such as a sweet could be given a brand name and differentiated. Read more…


IE launches the Master in International Relations

Written on January 16, 2008 by Dirk Hopfl in Go for IE

international-relations.jpgIE has decided to launch a one-year, full-time Master in International Relations whose first edition will start in October 2008. It will be entirely taught in English and will take place in IE’s Madrid urban campus. The Master’s has been approved by the Spanish academic authorities and the degree will have official recognition. The program is aimed at making a real difference in its field. Its ground-breaking profile is based on a unique combination of factors:

- Madrid’s position as a major capital in the European Union and as a reference in the Spanishspeaking world and
- IE methodological excellence and entrepreneurial character.

The European Union is not only the most successful of all international organizations. It is also an ideal testing ground for the international relations student: an immense and crowded forum where all sorts of cross-border issues are debated and adjudicated every day.

That is why a salient feature of the program is a week-long field trip to Brussels, where all major EU institutions (Parliament, Council, and Commission) will be visited and studied in situ. The trip will be carefully prepared during the two courses that are monographically dedicated to the analysis of European arrangements and procedures, which include a full-day negotiation simulation exercise.

IE relies heavily on the case method, allowing students to apply theoretical tools to real-world problem-solving. The case method is particularly suited for the study of international relations and will be followed in most of the program’s courses. Even courses that require significant stretches of lecturing will be participant-centered. The Master’s small size (a maximum of 30 students will be admitted) will decisively enhance the interactive nature of all classes.

In addition, one of the program’s four academic areas will cover the different skills and languages hat are necessary for the successful performance of international functions. A particularly innovative course will deal with multicultural teambuilding, multilingual communications training, negotiation in international forums, and other competencies that should be in the â??travel boxâ? of every internationally-oriented professional.

Finally, IE’s Master in International Relations is designed to enable students to participate successfully in international projects that require the cooperation of different actors in the public and private sectors, including non-governmental and civil society organizations.


FT MBA Diary: The real journey is about to begin

Written on January 15, 2008 by Dirk Hopfl in Go for IE, Live IE

olga-slavinka-small.jpgBy Olga Slavinka, IMBA 2007, published in FT.com

I now have my MBA diploma in my hands, the diploma for which I have worked so hard. Although the programme took only 13 months to complete, the sheer intensity of these five terms made me feel that I had been at IE Business School in Spain for far longer.

On the one hand, the idea that I no longer have to burn the midnight oil analysing business cases is quite appealing. On the other, I now realise that the unbelievably intensive academic experience was not only one of the smartest investments of time and money I have ever made, but was also amazingly, albeit exhaustingly, enjoyable. It may sound clichéd but I feel very well-equipped to deal with the real world waiting for me, although maybe I should add that Iâ??m acutely aware there is still plenty to learnâ?¦

Returning to where I left off in my last entry, in the summer I travelled for a couple of weeks after the core MBA courses came to an end, returning to Madrid in September with my batteries somewhat recharged for the fifth, and final, elective period. Whereas during the core terms classes ran from 9am till 3 pm, with a permanently heavy workload in the afternoons, the elective period seemed easier to handle. The schedule was not as structured however, with classes sometimes taking place from early morning till 10 pm to allow practitioners to come and teach after their working day was over. Read more…


Spain´s role in the relations between Asia and Latin America

Written on January 14, 2008 by Dirk Hopfl in Academics

1440.jpgJanuary 2008. By Gonzalo Garland, Professor of Economic Environment at IE Business School.

Some analysts believe Spain is playing a key role in building relations between Asia and Latin America. That may be so, but we need to examine some aspects of this role in greater detail.

Recently, certain analysts have commented on the possibility of Spain becoming an important player in the relations between Asia and Latin America. They talk about a “triangulation” between the three geographical and economic areas that can be compared with Spain´s role in the European Union in the relations between the latter and Latin America. To a certain extent, it could also be compared with the important role Spain plays in the region when the interlocutor is the United States. However, there are significant differences that question whether or not Spain´s role can be so relevant in the case of Asia as it has been in the past in the cases of Europe or North America.

No one doubts Spain´s importance in the region of Latin America due to its history, language and culture and to the presence of Spanish enterprises in the local countries. In the European context, this clearly gives Spain and Portugal a privileged position as interlocutors for these countries in the context of the Union. The idea of the Ibero-American summits followed by the creation of the Secretaría General Iberoamericana (SEGIB) constitute two indicators of this trend. We could say that even the geographical location of the Iberian peninsular in the context of Europe makes the relations “natural”. Indeed, some European enterprises with interests in the region manage their operations better from the Iberian peninsular. Read more…


Inside España – the newsletter about Spain for Singaporeans

Written on January 11, 2008 by Dirk Hopfl in Explore IE


The Spanish Tourism Board in Singapore started recently an own newsletter with the latest, hippest & hottest happenings that Spain has to offer to Singapore. Whether you’re interested in arts, music, fashion, food or the famous Spanish passion for life, be assured that there will always be something for everyone.

You can join the mailing list at http://www.insideespana.com

If you prefer to visit the Spanish Tourism Board just go to 541 Orchard Rd, Liat Towers #09-04 Singapore 238881.


Written on January 11, 2008 by Dirk Hopfl in Go for IE

IE Business School invites you to live the IE experience in real-time with a member of our world-class faculty. Enjoy a case discussion with Prof. Gamaliel Martinez, Professor of Operation Management with more than 20 years of experience in consulting in industries like Shipbuilding, Automative, Agrofood, Pharma. You can actively participate debating about the general management case Bushman Shipbuilding and gain in this way insights of the day-by-day of the Master programs at IE. As the aim of this case study discussion is not linked to any specific program, everybody is welcome.

Date: Sunday, January 20, 2008
Time: 18.00 â?? 20.00
Venue: Instituto Español, 25fl Vanissa Building, 29 Soi Chidlom, Lumpini, Bangkok 10330 (BTS: Chidlom)

If you wish to participate, please register at http://www.ie.edu/eng/sobreie/suscripcion_eventos_2.asp?id=5721.


Written on January 11, 2008 by Dirk Hopfl in Go for IE

IE Business School invites you to live the IE experience in real-time with a member of our world-class faculty. Enjoy a case discussion with Prof. Gamaliel Martinez, Professor of Operation Management with more than 20 years of experience in consulting in industries like Shipbuilding, Automative, Agrofood, Pharma. You can actively participate debating about the general management case Bushman Shipbuilding and gain in this way insights of the day-by-day of the Master programs at IE. As the aim of this case study discussion is not linked to any specific program, everybody is welcome. This event will be jointly organized by IE Business School and Times Educational Services.

Date: Tuesday, January 22, 2008
Time: 19.00 â?? 21.00
Venue: Times Education Services, 11 Unity Street, #02-14/15 Robertson Walk, Singapore 237995
Schedule: 19:00 – 19:05 Welcome
19:05 â?? 19.20 GMAT Presentation by Times Education Services
19:20 â?? 19:30 IE Introduction
19:30 â?? 20:30 Case Study Discussion
20:30 â?? 21:00 Q&A

If you wish to participate, please register at http://www.ie.edu/eng/sobreie/suscripcion_eventos_2.asp?id=5723.


Written on January 8, 2008 by Dirk Hopfl in Go for IE, Live IE

JP Morganâ??s Good Venture CompetitionStudents from IE Business School, Universidad Complutense de Madrid and Hamline University have won the second edition of JPMorganâ??s Good Venture Competition. The competition focuses on developing philanthropic non-profit organisations.

This year 77 socially responsible teams from 48 universities and business schools pitched for $25,000 of direct funding from JPMorgan. Ultimately nine teams were selected for the final round, having submitted funding proposals for existing organisations to demonstrate how the financial investment would yield discernable social returns. The SKIP (Supporting Kids in Peru) team, comprised Teresa Escardo Etchenique, Brent Latham, Amanda Phillips, Alfredo Vaghi, was the only team from outside the US in the final.

The SKIP project supports the development of educational opportunities for disadvantaged children in the areas of El Porvenir and Alto Trujillo in northern Peru. Working with a number of educational and institutional partners on the ground, SKIP provides funding and resources to enable children to enter the education system. As well as working directly with the children they also provide a framework of support for the families, which include a micro-enterprise loan system to help families generate their own income.
Alfredo Vaghi commented that winning this competition was a huge moment for Supporting Kids in Peru. â??This grant will have a tremendous impact, allowing SKIP to double the population it serves over the next two years. A combination of aspects led to the win: not only does the SKIP project have a great mission and implementation method that yield impressive results, but also the approach plays a key role in increasing organizational efficiency, which in turn leads to greater social impact. Moreover, due to the diversity of the team we were able to highlight both the financial and social outcomes of the project, leveraging our learning at IE and our personal experiences.â?

For more information on JP Morganâ??s Good Venture Competition 2007-08 please click here.


FUND MANAGEMENT: Real life gets in the way of BSM certainty

Written on December 20, 2007 by Dirk Hopfl in Academics

The following article was published in Financial Times on December 10, 2007 and written by Pablo Triana, Director of  the Centre for Advanced Finance at IE. If you wish to learn more about our finance related programs, please visit http://www.miaf.ie.edu/.

The recent debate on the Black-Scholes-Merton options pricing model continues to make waves. Research by veteran option traders and authors Nassim Taleb and Espen Haug claims that BSM was not really an original invention, that its real-world popularity has been greatly exaggerated, and that there may be no mathematical models behind option prices, with simple supply-demand interaction claiming authorship instead.
Such bold statements, while a welcome contribution to the search for truth, may deprive us of something that seemed valuable. BSM, for all its flaws, offered quantifiable light where before there was only unknown darkness. By “losing” BSM, we would lose such certainty, albeit misplaced.
The most obvious certainty that the model offered was a precise number for the value of an option. This it did in a quite ingenious way. Everyone would tell you that an option should cost money because it gives you the right to enjoy a potentially large pay-out while limiting the possible losses if things do not go your way. But who ensures that that right has value per se? That value is supposed to come from the probability assigned to the option expiring in-the-money. So who guarantees that the probability of making money on the option is non-zero? Who can honestly claim to know the exact distribution governing financial assets? Pricing options based simply on probabilistic assumptions sounds a bit fishy.

Read more…

1 66 67 68 69 70 77

We use both our own and third-party cookies to enhance our services and to offer you the content that most suits your preferences by analysing your browsing habits. Your continued use of the site means that you accept these cookies. You may change your settings and obtain more information here. Accept