How to find alternative financing?

The Saudi Spanish Center for Economics and Finance recently organized it’s Social Impact Finance Forum, to discuss the future of finance and alternative ways of funding. It also served as the closing event for the What is Out There video competition. The Saudi Spanish Center for Economics and Finance is a joint center formed by…

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Reinventing Higher Education: Focus Asia

Santiago Iñiguez, President of IE University, interviews Arnoud De Meyer, President of Singapore Management University, about the success of Asian Universities in the Global Higher Education Market and the key factors that have helped Singapore to become an international education hub. The interview took place at the IE Madrid Campus during the Reinventing Higher Education…

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Reinventing Higher Education: Edupreneurship

Santiago Iñiguez, President of IE University and Dean of IE Business School, analyzes the challenges and new trends facing Higher Education, as well as the importance of “Edupreneurship”. These trends and ways of differentiation were analyzed at IE this week during the “Reinventing Higher Education” conference, which gathered presidents and rectors of universities from every…

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Business in 4 colours: CMYK

As you probably know, CMYK stands for Cyan, Magenta, Yellow and Black, namely the four base ink colors. In offset and digital printing the CMYK ink colors are applied to paper in successive layers. By overlapping the four colors in varying concentrations, a huge number of other colors can be created. As a result, the…

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IE’s full-time MBA ranked top 3 worldwide: Businessweek

According to the latest Bloomberg Businessweek’s biennial ranking, IE Business School is third among international programs. IE Business School’s full-time International MBA is a 13 month program taught in both English and Spanish (with bilingual opportunities) and is designed for professionals who average five years work experience and are seeking an intense learning opportunity in a major…

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Explore the truly “global” MBA at IE

Exciting moments happened earlier last week when the first batch of the revamped Global MBA+ started in Madrid. With 97% of international students and 31 nationalities represented in a class of about 60 students,  participants can expect truly global experiences while living and working in their respective countries of residence. Take some time to explore…

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What are the industries of the future?

Where should your professional development take you? Is it the right study / professional path you’re currently on or should you re-focus? Carlos Diez, Associate Director from the IE Career Management Centre, explains what the trends are in his field of expertise. Enjoy and let us know if you’re on the right path – or…

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About Helicopters and CEO’s

Hungarians are the only ones capable of entering a revolving door last and coming out first, the great Billy Wilder once said. Well, it’s not that Hungarian Prof. Monika Hamori plays tricks on you in an attempt to come first, it’s just that it’s inevitable. Once you begin to talk with Prof. Hamori, she will…

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The value of conversations

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

The Internet is a permanently ongoing conversation in which people recommend, redirect, provide links, etc. The value of your website depends on how involved you are in this conversation.

One of the main advantages of a solid Internet presence is its capacity to serve as a subject of conversation. Today, everything is about conversation. A campaign, a product launch, the publication of findings, or an appearance on the news, are only worth as much as their capacity to take center stage in a permanently ongoing conversation in which we all participate.

Technology has lowered barriers to entry in the publishing sector to the extent that today an enormous number of people are now able to be constantly involved in that particular conversation. The consequences of this are clear: the value of your brand is directly related to the extent to which it features in said conversation.

Contrary to what company directors may think after decades of unidirectional marketing, the conversation cannot be controlled. The most you can hope for is to be one of the voices taking part. If your web presence is good enough, the people talking about you will have a place to link up with each other when they do. They will be able to include a link to a relevant part of your website in their comments, where it is possible to find information that is permanently available (nobody wants to provide a link to information that disappears after a certain amount of time, and only serves to bring up a message saying “Error 404: not found”) and interesting references (information on products, photos, logos, comment, reactions, etc.).

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