Albert Krisskoy, Director of IE Business Schoolâ??s China Office, talks in CHINESE to leading Chinese portal â??Sinaâ? about the IEâ??s highly international environment and special focus on entrepreneurship.   Albert is alumni from the IE International Executive MBA and also explains about the innovative IE online approach he experienced personally during the 13 month of…

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Adapt or perish

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April 2008 | By Javier Carrillo, Professor and Executive Director of the Centre for Eco-Intelligent Management at IE Business School

Renewable energies are revolutionizing the world energy scenario, bringing excellent business opportunities in Latin America, Asia and the US.

It is estimated that world investment in renewable energies broke through the $100,000 million ceiling in 2007, up 40% on the previous year. This trend promises consolidation in the context of unstoppable rises in oil prices and intense efforts to develop renewable energies by the industrialised nations committed to reducing their CO2 emissions.

The growth in turnover is being accompanied by a no less dynamic transformation of the structure of the sector, which is witnessing a progressive concentration of the ownership of once-independent companies in the hands of large multinationals. A growing number of participants in the renewable energy industry are also promoting the search for new opportunities in emerging markets and technologies. Special mention must be made of the Asian and Latin American markets as far as wind energy and biofuels are concerned. Outside the emerging countries, the United States market is also highly attractive, with a stable legislative framework that is becoming increasingly committed to renewable energies and offers an abundance of federal tax incentives for its development.

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Spain's global companies

Original published by Forbes, http://www.forbes.com/forbes2000. One world; one gigantic marketplace. This year, 60 countries have global 2000 entries vs. 51 in our inaugural list in 2004. The Forbes global 2000 are public companies with the top composite scores based on their rankings for sales, profits, assets and market value. Our justification for using a composite…

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Iberdrola: building a brand name in the Energy sector

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April 2008 | By Ramon Diaz Bernardo, Professor of Marketing at IE Business School

For years now, the energy sector has spurned marketing, but changes in legislation and share structures have brought about a shift in attitudes. Iberdrola is a prime example.

Marketing in energy enterprises, especially electricity companies, is a relatively new phenomenon. Indeed, until a short time ago, many of these companies did not even have a marketing department. The nearest they had was the public relations function or relations with the media, but not much more.

However, for a few years now, electricity companies have been discovering the world of marketing and the question is: why? What has led these companies to invest in marketing? Like almost everything in this sector, the answer has to do with changes to sector legislation and changes to the companies´ capital ownership structures. Yet, in my opinion, until the domestic consumer has the real capacity for choosing his electricity supplier, there will be no real competition. The introduction of a certain level of competition among electricity companies has led them to start investing in their corporate image and it has given rise to a concern for building a differentiated position. In addition, the electricity companies have invested heavily in marketing aimed in some cases at attracting investors (in the case of public invitations to bid) and in others at defending their “independence” (in the case of public takeover bids, especially if they are hostile).

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